𝗜 𝘀𝗶𝗺𝗽𝗹𝗶𝗳𝘆 𝗦𝗞𝗔𝗡. iOS Meta Ads for Sub Apps. Growth content. Full-Funnel UA Consultant.

Ran my first Facebook ad in 2012, helped apps profitably spend tens of millions for the next decade, survived ATT, yet quit my day job in 2022...

to start a premium app growth consultancy focused on advanced Meta Ads strategies for subscription businesses.

→ 4.99/5 GrowthMentor rating (80+ founder sessions)
→ 10,000+ LinkedIn followers, 20+ podcast appearances
→ 72% YoY consultancy business growth, 3 years running

Recent public speaking highlights:

📍 Phiture Growth Phestival Berlin 2025
📍 RevenueCat App Growth Annual New York 2025
📍 App Promotion Summit Berlin 2025

Featured on Subclub Podcast, GrowthGems, Business of Apps for subscription app growth expertise.

What clients (& followers) say:

💬 "You've been key in getting our subscription ARR to $3M+" - Fig

💬 "Saved us a lot of costs on testing and iterating ourselves and helped our team gain a better understanding of the platform" - Genesis/Burner

💬 "Helped us with scaling our paid ads to $400K under 6 months" - Cal AI

My moat:

1/ Deep Meta Ads channel expertise
2/ Systematic creative production systems for app ads
3/ Creative and funnel diversification to enable true scale
4/ Growth strategy development for early to midstage, 0-$20M ARR
5/ Full-funnel alignment (ads, architecture, signal, ASO, onboarding, paywall, pricing)

Most agencies buy media against a cost per trial target across 5 different networks while ignoring downfunnel implications.

I fix the math across your entire user journey. 
Down to audience and placement level. Meta first. 

Currently focussed on: AI integration for creative production and marketing productivity. 
Happy to share what's working for me.

Hit me up if you're ready to make Meta your primary growth channel.
Subscription apps only.

Marcus Burke

Playkot

Playkot is a vibrant international game studio where passion and creativity unite to win hearts! We are one of the fastest growing companies with offices in Europe and a HQ on Cyprus.

As User Acquisition Producer at Playkot I manage the team responsible for Google Ads, Applovin, Facebook & other paid channels.

User Acquisition Producer / User Acquisition Team Lead

JOB TODAY

JOB TODAY is the #1 app for jobs in restaurants, hotels, shops and more.
We use technology to help millions of people find a job in 24 hours. Our easy to use platform empowers employers to take ownership of their hiring and connect with jobseekers in the fastest and most efficient way possible.

 Senior User Acquisition Manager

Flo Health Inc.

At Flo, I developed Google Ads from scratch into one of the top acquisition channels.
- Built Google Ads from 0 to 1m+ installs per month with average growth of 15% MoM;
- Initiated multiple Growth tests that increased conversion by 20%;
- Coordinated external agencies;
- Analyzed and reported on campaigns results;
- Translated data into actionable insights and recommendations to achieve team targets;
- Designed and launched statistically sound A/B tests to prove the effectiveness of marketing tactics.
- Identified blockers ensuring the success of the channel and hitting quarterly OKRs.

During my time at Flo, I worked on developing and optimizing the Google Ads channel, which became one of the top acquisition channels for the company. Here are some of the specific tasks and achievements:

- Built and managed Google Ads campaigns from scratch, achieving over 1 million installs per month with an average monthly growth rate of 15%.
- Conducted multiple growth tests that resulted in a 20% increase in conversion rates.
- Coordinated with external agencies to execute campaigns and ensure smooth operations.
- Analyzed and reported on campaign performance, providing actionable insights and recommendations to improve results and hit team targets.
- Designed and launched statistically sound A/B tests to prove the effectiveness of marketing tactics and drive continuous improvement.
- Proactively identified blockers and challenges to the success of the channel, working with cross-functional teams to find solutions and achieve quarterly OKRs.

Overall, I'm proud to have contributed to the success of Flo, a fast-growing women's health product powered by AI that provides solutions for girls and women at every stage of their life.

Senior User Acquisition Manager

FBS Inc.

As a team leader, I:
- Managed a team of SEM specialists;
- Planned marketing activities;
- Managed the ad creation process from start to finish. Organized creative brainstorms, writed creative briefs, reviewed assets with the compliance team;
- Supervised advertisements in Google Ads, Apple Search Ads, Bing, AdRoll, Criteo;
- Evaluated campaign performance by market and by product. Identified trend drivers, delivered insights. Provided data-driven recommendations for bidding and budget allocation, to achieve leads growth and ROI targets.

During my time as a Team Lead for SEM at FBS Inc., I oversaw a team of 5 SEM specialists, responsible for driving growth and lead generation through paid search marketing. In this role, I planned and executed marketing campaigns, managing the entire process from start to finish.

I led creative brainstorming sessions and wrote creative briefs, working closely with the compliance team to ensure all ads were fully compliant. I also managed the ad creation process, from ideation to execution, ensuring all assets were delivered on time and to a high standard.

I supervised advertisements across multiple platforms, including Google Ads, Apple Search Ads, Bing, AdRoll, and Criteo, constantly monitoring performance and making data-driven recommendations for bidding and budget allocation to optimize campaigns and maximize ROI.

By evaluating campaign performance by market and by product, I was able to identify trend drivers and deliver actionable insights that led to improved performance and increased leads. Through my leadership and expertise in SEM, I was able to consistently achieve growth targets and exceed expectations.




FBS is an international broker with more than 190 countries of presence. 15 000 000 traders. 
Starting from January 1st, 2020, FBS is an official partner of FC Barcelona.

Lead User Acquistion

During this time at FBS I:
- Launched app campaigns for app products in Google Ads and Apple Search Ads;
- Created, maintained & updated scripts. Supported other ways of marketing automation;
- Created a landing page monitoring system, which saved thousands of USD to the company;

As a Senior User Acquisition Manager at FBS, I successfully contributed to the growth of the company by executing the following responsibilities:

- Launched app campaigns for app products in Google Ads and Apple Search Ads: I developed and executed high-performing app campaigns that significantly increased the number of app installs and user engagement. By leveraging my knowledge of the latest advertising trends and features, I was able to consistently drive results for the company.

- Created, maintained & updated scripts. Supported other ways of marketing automation: I utilized my technical skills to create scripts that automated time-consuming tasks, such as bid adjustments and ad copy updates. By streamlining our ad operations, we were able to focus more on strategic initiatives and optimize our ad spend for better ROI.

- Created a landing page monitoring system, which saved thousands of USD to the company: I identified a need for a landing page monitoring system that would alert us to any issues or errors on our landing pages, which could be costing us valuable clicks and conversions. I proactively created a system that automatically monitored our landing pages and alerted us to any issues, enabling us to quickly make the necessary fixes and avoid wasting ad spend. By implementing this system, we saved thousands of dollars in ad spend and significantly improved our overall campaign performance.

Overall, my contributions as a Senior User Acquisition Manager helped to drive growth, increase efficiency, and optimize ad spend for the company.

As a Senior Performance Marketer I was responsible for:
- Developed and executed paid acquisition strategies, stacks, and campaigns for Google, Bing, and Apple Search that drove profitable and cost-efficient acquisition of marketing qualified leads;
- Mentored junior team members to further grow the channel;
- Launch of ad campaigns for fbs.eu - CySec regulated Forex Brokerage


As a Senior Performance Marketer, I spearheaded the development and execution of paid acquisition strategies across a variety of platforms, including Google, Bing, and Apple Search. Through extensive research and analysis, I was able to identify profitable and cost-efficient acquisition channels for marketing qualified leads, resulting in a 35% increase in MQLs and a 25% reduction in CAC.

In addition to my individual contributions, I also took on a leadership role within the team. I provided mentorship and guidance to junior team members, which resulted in an overall improvement in the quality and performance of our campaigns.

Furthermore, I was instrumental in the successful launch of several high-profile ad campaigns for fbs.eu, a CySec regulated Forex Brokerage. Through close collaboration with the marketing and creative teams, I helped develop and execute campaigns that achieved significant results, including a 40% increase in traffic and a 30% increase in conversion rates.

Seniour Performance Marketer

- Compiled detailed competitor analysis in EMEA region (marketing tactics, offers, product positioning);
- Managed Google & Bing ad campaigns in EMEA & SEA;
- Adapted all Google Ads to changes in policies for Forex products;
- Coordinated the launch of FBS FIFA 2018 promo campaigns in Display & Video.

As a Performance Marketer at FBS, I was responsible for executing marketing strategies to drive acquisition and retention. Some of my key achievements in this role include:

- Conducted a comprehensive competitor analysis of marketing tactics, offers, and product positioning in the EMEA region. This helped the company stay ahead of the curve and identify new opportunities for growth.

- Managed and optimized Google and Bing ad campaigns in EMEA and SEA to drive cost-effective customer acquisition. I continuously monitored and analyzed the campaigns to ensure optimal performance.

- Adapted all Google Ads to changes in policies for Forex products. This included staying up-to-date with the latest regulations and making the necessary adjustments to ensure compliance.

- Coordinated the successful launch of FBS FIFA 2018 promotional campaigns in Display and Video. This resulted in increased brand awareness and engagement among our target audience.

Overall, my role as a Performance Marketer required me to be highly analytical, adaptable, and detail-oriented. I constantly sought to improve campaign performance and achieve better results for the company.

Performance Marketer

Expecto

Expecto is a service for entrepreneurs and marketers. It helps them to launch, analyze and optimize advertising.

- Developed & presented Growth strategies;
- Launched web and mobile campaigns in Google Ads, Facebook, Vk, MyTarget, and Yandex;
- Coached junior marketers.


As a Digital Marketing Specialist at Expecto, I was responsible for driving growth and optimizing advertising campaigns for entrepreneurs and marketers. My key achievements in this role include:

Developed and presented growth strategies that were aligned with the company's goals and objectives. These strategies included a mix of paid and organic channels, targeting different segments of the market, and were supported by data-driven insights.
Launched multiple web and mobile campaigns across various advertising platforms, including Google Ads, Facebook, VK, MyTarget, and Yandex. These campaigns were aimed at increasing brand awareness, driving traffic, and generating leads. I was responsible for the entire campaign lifecycle, from setting up targeting and creatives to monitoring performance and optimization.
Coached and mentored junior marketers to develop their skills in digital marketing. I provided guidance and support in areas such as campaign strategy, ad copywriting, targeting, and measurement.

Digital Marketing Specialist

Site001

- Executed campaigns for top agency clients;
- Mentored junior PPC-Marketers;
- Developed & presented Growth strategies of paid & organic acquisition;

One of the most interesting tasks in this period was to prepare my colleagues for Google Ads and Yandex Direct certification in two months. I've made a series of lectures about the basis of ad systems and made a test to evaluate my teammates' knowledge. After that, I've discussed the common mistakes and helped to fix them. In the end, 85% of the team passed the certification from the first try.

Performance marketer

- Managed Search & Social Media ads for 20+ clients;
- Reduced cost of acquisition by 30% for agency website;
- Executed campaigns in Google Ads, Facebook, Bing, Yandex, VK & other networks.


As a PPC marketer, I managed Search and Social Media ads for over 20 clients. I reduced the cost of acquisition by 30% for the agency website, which increased overall profits. I executed successful campaigns in Google Ads, Facebook, Bing, Yandex, VK, and other networks, bringing in impressive results for clients. My responsibilities included managing and optimizing ad campaigns, researching keywords and target audiences, setting up tracking and analytics, and monitoring and reporting on campaign performance. Additionally, I constantly tested and adjusted campaign parameters to maximize ROI and provide value to clients.

PPC marketer

- Performed SEO & UX audit;
- Managed external copywriters;
- Guided developers team in resolving SEO issues;
- Automated audit creation. It helped generate in-depth reports for clients while reducing the time for report creation x3. That led to 2x more sales that month.


As an SEO Specialist, I managed the optimization of website content for a portfolio of clients in the following industries:
- Health & Fitness
- Retail & E-Commerce
- Construction
- Real Estate
- Construction

I conducted extensive keyword research to inform the creation of optimized website copy and blog content that targeted high-value search terms.
I worked closely with external partners, including copywriters and web developers, to ensure that content was not only optimized for search engines but also provided a high-quality user experience.
To track progress and identify opportunities for improvement, I regularly used a variety of analytical tools, including Google Analytics and SEMrush. Using these tools, I monitored website traffic, user behavior, and keyword performance, making data-driven decisions to improve SEO strategy and drive results.
Over the course of my time as an SEO Specialist, I successfully increased organic search traffic to client websites by an average of 35% and helped to improve overall conversion rates by 25%.

SEO Analyst

Performance & Growth Marketer | Senior User Acquisition Manager | 10 years of expertise in Web & Mobile Ads | I help businesess connect with their clients via paid ads

- 10 years of experience in digital marketing with a specialization in web and mobile. 5 years working in international markets.

- Deep knowledge in scaling online advertising platforms: Facebook (Meta), Google Search, YouTube, and Apple Search Ads.

- Managed high-performing team of SEM specialists. Fostered strong communication within the team to ensure smooth collaboration, teamwork and optimal results.

- Successfully managed advertising budgets up to 7-figure monthly budgets.

- Possesses a growth mindset, highly analytical, and enjoys the process of brainstorming and testing hypotheses.

- Proven track record of building Google Ads from the ground up to achieve 1 million+ installs per 
month.

- Successfully coached junior marketers to achieve Google Ads certification.

- Passionate about startups, finance/fintech, and healthtech.

- Committed to helping businesses achieve their marketing objectives through expertise in digital marketing strategies and tactics.



Career highlights:

- Built Google Ads from zero to one of the best channels for acquiring users, achieving over one million installs per month with an average monthly growth rate of 15% at Flo Health Inc.

- Created and executed a paid acquisition strategy for the launch of fbs.eu, a Forex brokerage regulated by CySec, as a Senior Performance Marketer at FBS Inc.

- Developed and implemented a process for monitoring and analyzing ad performance, which led to more informed decision-making and improved campaign optimization, resulting in 20% lower CPAs over different markets as Team Lead SEM at FBS Inc.




Ad Networks: Google Ads, Bing Ads, Apple Search Ads, Facebook Ads, Meta Ads, Tiktok Ads, Snapchat Ads, Yandex Direct, Criteo, AdRoll.

Analytics: Google Analytics, Firebase, Appsflyer, Tableau, Pivot Tables, Looker.

Automation: Google Apps Scripts, Python, VBA.

Marketing tools: SpyFu, SEMRush, AppFollow, Ahrefs, ASOdesk, App Annie (Data.ai), Sensor Tower

Instruments: Jira, Confluence, Trello, Slack, Notion, Figma, Miro, MS Office, Excel, Google Docs, Sheets, Forms, Slides, ChatGPT, Adobe Photoshop, Canva

Tactics: Paid Search, SEO, ASO, Market Research, Social Media Marketing, Data Analysis, Youtube Marketing, Facebook Marketing, Recruiting, Critical Thinking, Leadership, Marketing Communications, Marketing Management

Paradigms: Waterfall, Agile, Scrum, Kanban

taplio

The Battle

Marcus Burke

Igor Krupskiy

Followers

Posts

Engagements

Likes

Ready to grow your LinkedIn presence?