Mark Jacobson

MARK JACOBSON Mercer Island, WA |- |-| linkedin.com/in/mjacobson EXECUTIVE SUMMARY Accomplished marketing executive with 20+ years of experience driving growth for two-sided marketplaces and digital healthcare platforms. Demonstrated ability to scale businesses from early-stage to 9-figure revenue through integrated marketing strategy and execution. Proven capability in building high-performing teams, leveraging AI to optimize marketing campaigns and assets, and designing MarTech solutions to scale acquisition, engagement, retention, and lifetime value. Expertise in healthcare, technology, and e-commerce verticals. AREAS OF EXPERTISE •​ Marketing Strategy: Scaling digital platforms through integrated brand, growth, and lifecycle marketing | Optimizing Lifetime Value (LTV) and Customer Acquisition Cost (CAC) | Optimizing two-sided marketplaces | Marketing in regulated industries •​ Technical Skills: Designing MarTech & AdTech architectures | AI/ML-driven segmentation, campaigns, and asset optimization | Marketing analytics, attribution, mix modeling, and budget management | Utilizing predictive models to accelerate growth; improve conversion, engagement, and retention; and lower CAC •​ Executive Leadership: Building, managing, and coaching remote teams | Leading cross-functional marketing organizations | Strategic planning, partnerships, and acquisitions | Marketing P&L management PROFESSIONAL EXPERIENCE BRIGHTSIDE HEALTH – Remote | Chief Marketing Officer | Aug 2021 – Jan 2025 •​ Led end-to-end marketing strategy for a digital mental healthcare platform, scaling annualized revenue to a 9-digit annual run rate while ensuring HIPAA and regulatory compliance. •​ Reduced customer acquisition cost (CAC) by 70% and tripled the patient/provider marketplace through AI-driven segmentation, growth marketing, and lifecycle campaigns. •​ Played a key role in doubling customer lifetime value (LTV) by applying predictive models and personalization to create proactive and impactful patient engagement and retention programs. •​ Led a 15-person brand, growth, and lifecycle marketing team – leveraging MarTech infrastructure that enabled full-funnel integrated marketing, attribution, analytics, and marketing mix modeling. BLINK HEALTH – Remote | VP, Pharma Growth (BlinkRx) | Sep 2020 – Jul 2021 •​ Increased total prescription volume 250% in 9 months by optimizing sales, customer success, and B2B2C marketing for patients, providers, and pharmaceutical partners. MARKETING ADVISOR – Remote | Independent Consultant | Apr 2020 – Oct 2020 •​ Launched the direct-to-consumer channel for Sound United (Polk Audio, Denon, Marantz) by modernizing their MarTech stack and implementing personalized, cross-channel digital marketing. •​ Drove $10M+ of incremental gross profit for Rockport/Reef by redesigning their MarTech stack and establishing new, cross-channel marketing campaigns and an offer personalization engine. MARK JACOBSON Page 2 GROUPON – Seattle, WA | Sr. Director, Growth & Lifecycle Mktg. | Apr 2014 – Apr 2020 Led growth and lifecycle marketing – scaling acquisition, engagement, and retention in the US and Europe: •​ Acquired 40M+ customers and generated $1B+ in revenue through data- and machine learning-driven acquisition, engagement, and retention programs. •​ Reduced CAC by 20% and improved retention rates by 25% by implementing marketing campaigns that leveraged real-time personalization engines and predictive models. •​ Designed a proprietary MarTech stack to manage multi-million-dollar marketing budgets and optimize cross-channel campaigns. MICROSOFT – Bellevue, WA | Director, Microsoft Advertising | Jan 2006 – Apr 2014 •​ Scaled Microsoft's ad network to $100M of annual revenue in 2 years by leveraging audience targeting and pricing optimization capabilities powered by machine learning models. •​ Negotiated and managed a $1B strategic partnership with Publicis, securing long-term ad spend. •​ Developed ad-based monetization models for Microsoft products and services, enabling the company to compete more effectively against emerging free/freemium alternatives. AMAZON.COM – Seattle, WA | Sr. Product Mgr., Amazon Associates | Jul 2004 – Dec 2005 •​ Co-invented and patented a monetization engine that powered product selection for Amazon affiliates. •​ Drove adoption of Amazon’s affiliate program by thousands of publishers and developers. EDUCATION AND CREDENTIALS •​ Northwestern University: Bachelor of Arts in Computer Science •​ Patents: 3 U.S. patents in marketing technology & digital advertising: (7,882,046) | (7,925,549) | (7,543,237) •​ Certifications: Crisis Counselor, Crisis Text Line (2023) EARLY CAREER HIGHLIGHT ACCENTURE – Senior Manager, Accenture Labs •​ Co-invented and patented real-time collaboration and video ad targeting technologies. •​ Built foundational technology that powered the company’s CRM solution offering, resulting in first-of-its-kind customer service capabilities and a new revenue stream for the company.