Andrew Badham
@andrewbadham
I allocate subscription marketing spend using LTV, CAC, and incrementality evidence.
JapanWhat I'm looking for
I've spent a decade at Match Group, most recently as CFO for APAC across Tinder, Hinge, Azar, and Pairs, covering US$533M in revenue and US$106M in marketing spend.
I built Match Group's cross-brand marketing analytics function from scratch, using media-mix modelling and incrementality testing across 20+ consumer apps and US$500M+ in annual spend. I use LTV, CAC, payback, contribution-margin, retention, and cohort models to make channel allocation, pricing, and investment decisions.
At Pairs, I built the original LTV/CAC model and cohorted revenue forecasts as the business scaled revenue 3x after acquisition. Across APAC, I expanded EBITDA margin from 10% to 25%; I also helped take Hyperconnect from -8% to +25% EBITDA margin after acquisition.
I'm choosing a Director-level marketing finance role because modelling and commercial partnering are the work I want to do full-time. I've made difficult budget-reallocation calls with growth, product, and marketing leaders, including conversations that challenged spend unsupported by incrementality evidence.
Experience
Work history, roles, and key accomplishments
Chief Financial Officer, APAC
Match Group
Jan 2022 - Jan 2026 (4 years)
Led regional finance and marketing analytics for a consumer subscription portfolio, managing US$533M revenue and US$106M marketing spend. Expanded APAC EBITDA margin from 10% to 25% and integrated a US$1.7B acquisition.
Education
Degrees, certifications, and relevant coursework
Globis University
Master of Business Administration, Business Administration
Pursued an MBA at Globis University in Tokyo.
GRIPS (National Graduate Institute for Policy Studies)
Master of Public Policy, Public Policy
Completed a Master of Public Policy at GRIPS Tokyo, supported by the Japanese Government Young Leaders Program scholarship.
Griffith University
Bachelor of International Finance, International Finance
Earned a Bachelor of International Finance and a Bachelor of Arts in Japanese.
Griffith University
Bachelor of Arts, Japanese
Earned a Bachelor of Arts in Japanese.
Tech stack
Software and tools used professionally
Availability
Location
JapanAuthorized to work in
Job categories
Skills
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