PAID ACQUISITION

Robokiller & Mosaic Group

Objectives

• Build a replicable, transferrable, video-first direct-response advertising creative playbook for Mosaic Group that will ensure positive performance outcomes for any existing and new consumer app brand added to Marketing’s scope.

• Build a global creative advertising team within the performance marketing organization to support creative production across 15+ brands, 30+ advertising vendors, and more than 300 active campaigns. Keep internal design costs below $1,000/per creative/per brand to maximize value of non-agency approach.

• Develop creative production, testing, and iteration processes that improve the performance of existing + new advertising channels and deliver 1.5 LTV:CAC performance outcomes consistently.

Key Results

• The proprietary direct-response creative playbook developed under my leadership delivers $160 million ARR, $20 million EBITA annually for the business at a 1:6+ LTV:CAC as of 2023.

• In 2019, I recruited for, built, and scaled Robokiller’s creative talent and team — starting with a group of 5 designers within our performance marketing organization. In 2022, I led the evolution of this team and the recruitment of new creative leadership talent to create Mosaic’s standalone Creative department of more than 20+ employees in 5+ countries worldwide.

• As of 2023, the Mosaic Creative Team is producing more than 160 advertising creatives across 15 consumer mobile app brands for more than 40 advertising channels at an average per-creative cost of $500/creative.

• Creatives developed under my leadership have won multiple awards for both performance and design; Media Excellence (2020), Telly (2021), Best in Biz (2021), Globee (2023).