Open to opportunities

Mark Franklin

@markfranklin

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Senior marketing executive driving performance, mobile growth, and fraud-resistant acquisition.

United States

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What I'm looking for

I’m looking to lead digital acquisition and mobile growth for products where performance, fraud-safe attribution, and regulated compliance matter. I want a hands-on operator role partnering across creative, analytics, and product to scale profitable user and transaction growth.

I’m a results-driven Senior Marketing Executive specializing in digital acquisition and mobile user growth, with a proven track record of scaling high-volume transaction platforms. I lead full-funnel demand generation across paid and organic channels—search, social, affiliate, and app install—while optimizing for CAC efficiency and LTV.

At IDT Corporation, I’ve scaled BOSS Money, driving 10X+ growth in users and transfers through advanced mobile acquisition strategies, fraud mitigation, and performance optimization. I implemented and optimized mobile measurement and attribution using Kochava, reduced CPA from $100 to <$30 in the first 90 days, increased transfer volume by 36%, and eliminated over $6M USD in mobile ad fraud and invalid traffic.

I bring hands-on operator leadership in regulated, high-trust environments—aligning marketing strategy with compliance, payments infrastructure, and international user acquisition. My work has been recognized with 2 silver medals in 2019 (Stevie Awards) for Mobile Campaign of the Year, and I’m passionate about using data-driven experimentation to continuously improve acquisition outcomes.

Experience

Work history, roles, and key accomplishments

Current

Director of Digital Marketing

Current

IDT Corporation

Aug 2018 - Present (7 years 8 months)

Led global digital acquisition and growth strategy for IDT’s Telecom & FinTech portfolio, focusing on BOSS Money. Drove 10X+ user and transaction growth, cut CPA from $100 to <$30 in 90 days, increased money transfer volume 36%, and eliminated $6M+ in mobile ad fraud using mobile measurement and attribution (Kochava).

Mobile User Acquisition Performance Marketing Kochava Fraud Detection Paid Search Paid Social Affiliate Marketing

Director of Performance Marketing

Magnitude Digital

Jan 2017 - Aug 2018 (1 year 7 months)

Managed performance marketing program strategy, execution, testing, reporting, and analysis for digital clients and media publishers. Tracked daily spend and campaign performance across paid search, paid social, display, affiliate, and email, and coordinated creative production for landing pages and ad units.

Performance Marketing Paid Search Paid Social Display Advertising Affiliate Marketing Reporting & Analytics A B Testing Client Management

Director of Digital Marketing

Talent Inc.

Oct 2015 - Dec 2016 (1 year 2 months)

Led full-funnel digital acquisition across SEO, paid search, affiliate, and paid social to drive scalable growth. Reduced CPA by 25% while increasing SEO revenue 15% month-over-month through CRO and performance-aligned agency and publisher partnerships.

SEO Paid Search Affiliate Marketing Paid Social Conversion Rate Optimization (CRO)Agency Management

Director of Digital Marketing

MortgageLoan.com

Jan 2013 - Dec 2013 (11 months)

Drove 20% revenue growth and margin expansion from 13% to 17% while increasing traffic 30% through progressive full-funnel optimization. Restructured paid search and integrated campaigns into Kenshoo for improved bid management, expanded into Spanish-language acquisition with localized landing pages, and improved performance via retargeting and audience strategies.

Google Ads Paid Search Paid Social Programmatic Advertising Kenshoo Retargeting Bid Management

Director of SEM and Display

DealDash

Mar 2012 - Jan 2013 (10 months)

Improved revenue by ~10% month-over-month and increased ROI from 1.0 to 1.5 through performance marketing optimization. Restored and stabilized Google Ads within 48 hours after policy violations, scaled paid acquisition across Google Ads, YouTube, and Facebook, and enhanced targeting with Marin-based bid management and programmatic retargeting campaigns.

YouTube Ads Paid Social Programmatic Advertising Retargeting Marin (Skai Kenshoo Tools)Reputation Management Policy Compliance