Mark Jacobson

About

I'm a digital marketing executive with 20+ years of experience driving growth through data-driven marketing and product innovation for early stage through Fortune 100 companies. My expertise spans healthcare, technology, and retail/e-commerce, with a consistent focus on delivering measurable business outcomes through cross-functional leadership. As Chief Marketing Officer at Brightside Health, I led the company's growth into a leading virtual mental healthcare provider, achieving a 3X increase in both customer base and revenue while maintaining best-in-class unit economics. This success stemmed from strategic brand positioning and innovative patient acquisition strategies that established Brightside as a trusted name in virtual mental healthcare. At Blink Health, I served as Vice President overseeing pharmaceutical growth initiatives, where I expanded manufacturer partnerships and patient volume through integrated customer success and prescriber engagement programs. I've also been an advisor for private equity portfolio companies, helping establish marketing strategy, modernize MarTech stacks, and establish cross-channel marketing capabilities. During my tenure in senior growth roles at Amazon, Microsoft, and Groupon, I drove initiatives that acquired over 40M customers and generated $2B+ in revenue. Building upon my roots as an engineer, I was awarded three patents during my time at Amazon and Accenture Labs – for a real-time collaboration architecture and two digital advertising solutions. My approach combines strategic vision with practical execution, delivering results through effective collaboration with finance, product, engineering, analytics, operations, and people teams.

Experience

• Chief Marketing Officer · Brightside Health2021-08-01 – 2025-01-01

  Led end-to-end marketing strategy for a digital mental healthcare platform, scaling annualized revenue to 9 digits 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 patient engagement programs. Led a fully-remote 15-person brand, growth, and lifecycle marketing team – leveraging MarTech infrastructure that enabled full-funnel integrated marketing, attribution, analytics, and marketing mix modeling.

• Marketing Advisor · Osara Health2023-09-01 – 2024-07-01

  Advised the company's CMO on marketing strategy, PR, organizational growth, and leadership development.

• VP, Pharma Growth · Blink Health2020-09-01 – 2021-07-01

  Increased total prescription volume 250% in 9 months by optimizing sales, customer success, and B2B2C marketing for patients, providers, and pharmaceutical partners.

• Marketing Advisor · Self-employed2020-06-01 – 2020-09-01

  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.

• Senior Director, Head of Growth & Lifecycle Marketing · Groupon2014-04-01 – 2020-04-01

  Led affiliate, email, growth, and lifecycle marketing – scaling acquisition, engagement, and retention in the US, Europe, and Asia with a 9-digit marketing budget. 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.

• Director of Strategy · Microsoft (Microsoft Advertising)2006-01-01 – 2014-04-01

  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.

• Senior Product Manager · Amazon.com2004-07-01 – 2005-12-01

  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.

• Senior Manager · Accenture1995-10-01 – 2004-07-01

  Accenture Labs incubates new concepts through applied R&D projects that have a significant near-term impact on its clients’ businesses. During my time in the Labs, I invented new software products and delivered them to clients in the US, Europe, and South America. Co-invented and patented real-time collaboration and video ad targeting products. Delivered over $50M of solutions to Retail, Financial Services, and Government clients.

Education

• Northwestern UniversityBA, Computer Science

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