PAID ACQUISITION

Robokiller & Mosaic Group

Objectives

• Implement a mobile-first digital advertising strategy for Robokiller as the leading user acquisition channel for the brand, starting in 2017.

• Oversee and expand paid acquisition performance for Mosaic Group’s consumer app portfolio of 15+ brands for more than 20 digital paid acquisition channels with a focus on mobile and desktop distribution; Meta/Facebook, Google, Apple Search, TikTok, TV, Programmatic+Affiliate (20+ partners).

• Diversify and expand Robokiller & Mosaic’s advertising channel mix to find net new audiences and new user signups — ultimately to increase new revenue.

Key Results

• Grew Robokiller’s annual revenue from $5 million to $40 million by 2019. Built a supporting performance marketing team from 1 to 15+ professionals to support this growth, including an advertising creative department.

• Since 2019, I’ve strategically deployed $225 million in advertising budget for Robokiller & Mosaic Group, generating double-digit profit returns at LTV:CAC performance outcomes of 1.5+.

• During my tenure at Mosaic, our team onboarded and profitably scaled 20+ new digital advertising partners with a supporting nine-digit budget for the portfolio across self-attributing ad networks, DSPs, affiliates, and connected TV.