Fractional CMO for apps, games and consumer brands
Mark Up works inside your team, not as an outside vendor. Senior people who have done it before:
Uri Einav and Noa Ashkenazi,Where do you want to start?
Not sure yet? Start with the free payback check (about a minute, no call), browse all four free tools, or book a call.
Rather do it yourself? The Paywall Teardown Kit: 15 checks, a scoring sheet, and the one test to run first. $29. Get the kit
How we think
Same ad spend. Players stayed longer, and revenue followed.
Average daily revenue, quarter on quarter: +15.8%, no extra acquisition spend. A mobile-gaming studio. How it was found
When the ad and the first session match, people stay.
Illustration of the mechanism, not data. Marketing problem or product problem?
Every campaign gets a rule on day three, not a meeting.
Example: a campaign at 70% on day three is not a loser yet. Cap its budget and give it three more days to climb past 100%.
Predicted ROAS on day three decides it. The full rule
Google ROAS slid for months. Fixing the structure brought it back.
Google D30 ROAS, 2024. In October 16 spending campaigns became 4, on a smaller budget. Tremex Games case
Sound familiar?
Each one starts the same way: we find the real constraint with you, before anyone spends more.
Industries
B2C and product-led businesses where growth runs on acquisition, retention and payback. The constraint looks different in each, so here is where we usually start.
Your options
Cases
And one diagnosis from a mobile-gaming studio, shared without its name.
Acquisition was getting expensive, and the studio wanted a cheaper channel.
Whether the users already bought were worth what was paid for them.
Players installed and played, then drifted away between day 30 and day 90, long after the campaigns that bought them had been judged a success.
The game ran out of reasons to come back: content variety, events and tournaments. Liveops, chosen by A/B testing rather than opinion, gave players those reasons.
Average daily revenue, quarter on quarter. A 15.8% lift, with no increase in acquisition spend.
One studio, one quarter-on-quarter comparison. It shows how the diagnosis worked, not what to expect for your company.
The answer was never a cheaper channel. It was keeping the players the studio had already won.
The team
Mark Up has run since 2014, and it is small on purpose: two former CMOs, no bench of juniors. We work inside your team, and the senior people on the call are the same people in the spreadsheet.
Leads Mark Up since 2019. Marketing strategy and execution.
A decade as CMO and twice a CEO at B2C companies, with real budgets, teams and P&L, and part of 3 exits (acquisitions and large investment rounds). Experience from more than 300 products across apps, gaming, digital health, eCommerce and consumer tech. He mentors founders and growth teams.
Founder. Senior marketing advisor.
Founded Mark Up in 2014, then spent three years as CMO of a programmatic media-buying agency in Amsterdam building its DSP-side growth. Since 2020 she has advised gaming and non-gaming app developers on product marketing, paid UA and ASO. Fifteen years in the industry, from account management up.
What clients say
"He quickly understood our product and challenges and gave us concrete, actionable advice on how to improve our app's engagement and retention strategy. Uri's feedback was both creative and grounded in experience, exactly what we needed at this stage."
"He helped me look at my paid media strategy from a fresh perspective and suggested creative, actionable ways to improve my conversion rates on my landing page. I left the session with clear next steps and a renewed sense of direction."
"I came to Uri with the challenge of how I get started to grow my app from 0 to 1 and he openly shared his entire playbook with me and gave me great insights on how to get started."
"Uri is my MVP for my mobile user acquisition campaigns. He takes on campaigns that other networks say are impossible and continues to rise to the challenge of finding my most niche and difficult to reach target audience. He is constantly testing and optimizing to scale with the highest converting users."
"Uri is wonderful to work with, and has exceptional expertise in media buying and programmatic. He consistently demonstrated solid work ethic with a dedication to success for our campaigns. Uri is methodical, self-motivated, and very capable."
"Before the session I felt very stuck. Now it's much better. I got clear ideas on how to move forward. This was an amazing session."
Free tools
Four free tools, each built from a check we run in a paid audit. About a minute each, no call. See them all.
Blog
How this works
Nothing to decide today. Most people start with step one, and talk to us only when they are ready.
Put in your CAC, your day 1, 7 and 30 retention, and one real revenue-per-user number. It fits a curve to your own data and predicts the day your ad spend pays back. No benchmarks, no call.
Find your payback dayOr try three more free tools.
Your free tool result, read by a person. Send it to us and we send back a written diagnosis in 72 hours: what your numbers say, where the real constraint is, and what we would do first. No call.
Delivered in 72 hours. No obligation to continue.
Two weeks, fixed scope, fixed price. The real constraint named and evidenced, the numbers that prove it, a ranked list of what to fix in what order, and what we would stop doing tomorrow. Written so your team can act on it without us.
No retainer required and no obligation to continue.
A senior team working inside yours on the whole engine, most commonly EUR 4,000 per month, scaling with scope. Only if the audit shows there is enough to justify it.
Four to five clients at a time. If it is not the right fit, we will say so.
A working session on the specific thing you are stuck on: channel strategy, retention, pricing, creative, the hiring call. The same format behind the 4.98 rating above, across 106 sessions.
Before you build it or fund it: is there a real market, can it be acquired profitably, and what would have to be true for the unit economics to work. Years of doing exactly this, on other people's ideas and our own.
Already know you want the audit? Skip ahead and book a call. We will ask for your monthly spend, your business model, and the growth problem in your own words, so the call starts at the real problem instead of at the introductions.
Questions
A senior marketing leader who works with your company part time, usually a few days a month, instead of as a full-time hire. You get CMO-level judgment on strategy, budget and team, without the salary, equity and months of hiring.
Ongoing work starts from EUR 2,500 per month and is most commonly EUR 4,000, scaling with scope. Before that, a two-week growth audit costs EUR 450 to 1,200, and a written diagnostic of your free tool result costs EUR 129.
B2C and product-led businesses: mobile games, consumer and subscription apps, iGaming, adtech, SaaS, AI products, digital health and wellness, eCommerce and DTC, and consumer fintech.
An agency usually runs one or two channels from the outside. We join your team and look at the whole engine first, in a fixed order: positioning, retention, unit economics, then channel. The senior people who diagnose the problem are the same people who do the work.
No. Start with one of the free tools. If you want a person to read the result, send it to us for the EUR 129 written diagnostic, delivered in 72 hours with no call. Book a call only when you want one.
Two weeks, fixed scope and fixed price. We name the real constraint with evidence, show the numbers behind it, rank what to fix in what order, and list what to stop doing. It is written so your team can act on it without us.
If it shows you something you did not know, that is a good sign about what a full audit would find.
Find your payback day