Михайло

Контакт
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Михайло Рекало
Head of Digital Marketing
[открыть контакты](см. выше в блоке «контактная информация») Kyiv, Kyiv City, Ukraine
rekalo (LinkedIn)
[открыть контакты](см. выше в блоке «контактная информация»)
(Personal) Стислий огляд
Hello dear reader, my name is Michael, glad to meet you online.
Кращі навички
User Acquisition
I specialize in product growth through paid social ads, endemic
Growth Marketing
creatives, targeted user acquisition, and data-driven analysis. I have
Performance Marketing
deep knowledge of various ad networks: Google ads, Facebook ads,
TikTok ads, Apple search ads. Settings and mobile analytics such as
Certifications
- AppsFlyer, Firebase, Adjust. Efficiently manage advertising budget
Google ads
over $1m. I have experience in managing small teams of 5 to 15
Google Analytics
people, also managing advertising agencies.
Сompleted platform training
AppsFlyer
Facebook Certified Digital Marketer Currently, I'm interested in the following areas:
• Marketing Team Lead
• Head of Digital Marketing
• Head of User Acquisition manager
• CMO (Chief Marketing Officer)
• CEO (Chief Executive Officer)

Feel free to reach out to me if you have or know of any open
positions related to the fields above.

For the last 8 years, I have been involved in mobile app promotion in
various positions, such as Senior UAM and Team Lead of the UAM
team.

Verticals: Gambling, Betting, Dating, MFO, Commercial banks
The apps that I promoted and continue to promote:
Dating - Hily, Taimii, Flirtini, iHappy, Evematch, SweetMeet, Maybe
You
Gambling and Betting - Parimatch, Favbet, First.ua
Commercial Banks - PUMB, SportBank
MFO (Fintech) - Asia Finance Group, Finance.ua (Multi app)
Application arbitration - webview

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Досвід
Finance ua "Multi app"
Lead User Acquisition Manager
October 2025 - Present (10 місяців)
Киев, Украина

• Main directions - mobile applications (Android and iOS), Web Site
• Traffic Sources - Google ads - UAC, (App campaigns), Search
• Optimization of advertising campaigns - target: CPI / CPA / ROI
• Data Analysis & Analytics – Branch.io, Firebase, DWH BI Tableau
• GEO: Ukraine
• Niche - Banking, Microcredit - (MFO/Fintech)

Responsibilities:
• Building advertising campaign structures, conducting testing and
optimization, and identifying winning approaches.
• Developing user acquisition and marketing growth strategies.
• Sourcing high-performing creatives, generating new ideas, and testing
hypotheses.
• Setting up and selecting the most effective campaign optimization strategies.
• Analyzing data, monitoring performance, and driving continuous
improvement.
• Managing budgets, forecasting, and planning marketing expenditures.

Achievements / Progress:
• Successfully launched the project from scratch.
• Identified optimal traffic splits, campaign structures, and optimization
strategies.
• Discovered high-performing creative approaches and ad formats that
delivered the best results.
• Achieved and consistently met the company's target KPIs.
• Scaled user acquisition significantly, achieving a 4x increase in both
advertising spend and user acquisition volume within 9 months.
• Implemented transparent analytics and performance tracking systems,
enabling effective monitoring and optimization of marketing efficiency.

First iGaming (Online Casino)
Head of Acquisition Manager
September 2025 - July 2026 (11 місяців)
Киев, Украина

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Main Directions: Media Buying, Affiliate Marketing, Analytics, ASO, Fraud
Management, Finance
Traffic Sources: Google Ads, Meta Ads, Telegram Ads, TikTok Ads, Others
Key Metrics: FTD, CPA, ROI, ROAS, GGR, NGR, LTV, ARPU
Analytics: AppsFlyer, Firebase, Google Analytics, Tableau
GEO: Ukraine
Industry: Gambling (iGaming)

Responsibilities:
• Led Media Buying, Affiliate, Analytics, ASO, Fraud Management, and
Finance functions.
• Managed marketing budgets of up to $1M/month and a cross-functional team
of 15 specialists.
• Owned user acquisition strategy, growth roadmap, and performance across
the Ukrainian market.
• Managed performance against FTD, CPA, ROI, ROAS, GGR, NGR, LTV,
and ARPU targets.
• Expanded acquisition channels through partner development, negotiations,
and onboarding of new traffic sources.
• Built analytics, attribution, and performance monitoring frameworks to support
data-driven decision-making.
• Worked closely with Product, BI, and Development teams to improve
acquisition, conversion, retention, and monetization.
• Optimized the customer journey from first interaction to deposit and betting
activity.

Achievements:
• Scaled acquisition volumes while maintaining target profitability and ROI.
• Increased FTD volume by 2–3x and improved retention through retargeting
and re-engagement initiatives.
• Expanded affiliate partnerships and introduced hybrid incentive models to
drive traffic growth.
• Redesigned attribution logic and implemented an optimized attribution model,
improving measurement accuracy and scalability.
• Built a dedicated Fraud Management function, reducing fraud and improving
traffic quality.
• Established accurate event tracking and attribution across all acquisition
channels.
• Improved reporting transparency and decision-making through enhanced
analytics and performance monitoring.

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• Built scalable acquisition processes and infrastructure supporting long-term
business growth.

ПУМБ
Head of Digital Marketing / Chapter Lead
January 2024 - September 2025 (1 рік 9 місяців)
Киев, Украина

• Main directions - Promotion of banking products, customer acquisition (B2C
and B2B)
• Areas of responsibility - Traffic source management, SEO, ASO, Website
development, Promotion of mobile applications, Strategy, Team development,
Affiliate traffic management
• Traffic Sources - Google ads, Meta ads, TikTok ads, ASA, in-app (DSP),
DV360
• Optimization of advertising campaigns - target: CPA, CPI, tROAS, Campaign
Reach
• Data Analysis & Analytics - AppsFlyer / Firebase / BI
• GEO - Ukraine
• Niche - Commercial bank

Responsibilities:
• Team development and training
• Key areas of responsibility:
Traffic — client acquisition, acquisition cost, share of clients with a credit limit,
LTV
SEO — increasing website traffic, expanding website structure, ranking key
queries in top positions, and link building
ASO — improving store conversion rates, optimizing screenshots, app icon,
and texts to boost conversion, and managing app rating
Website — developing the website structure, optimizing conversion, building
acquisition funnels via the web, and maintaining and improving the website
• Strategic planning across all directions
• Business development in B2B, B2C, and special projects (Eurointegration —
attracting migrants, Persona — VIP clients)
• Budgeting for different directions and financial reporting
• Monitoring plan execution, increasing client acquisition, and growing the
share of high-quality clients
• Analytics: creating reports for data analysis and improving acquisition
performance

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• Setting up and integrating various services, implementing and configuring
analytics
• Document management

Achievements / Progress:
• Expanded the team from 6 to 15 specialists across various areas,
strengthening key positions in traffic, SEO, ASO, website management,
analytics, and design.
Traffic — Client Acquisition
Increased client growth 3x since joining the team.
Improved traffic quality from 25–30% to 50–55%.
and more

Favbet Tech
Head of Digital Marketing
July 2023 - January 2024 (7 місяців)
Киев, Украина

• Main directions - Betting and Gambling product
• Traffic Sources - Google ads, Facebook ads, Popunder and Clickunder
• Optimization of advertising campaigns - target: CPA (FTD)
• Data Analysis & Analytics - AppsFlyer / Firebase / CPA admin partners /BI
• GEO: Asia, Latam
• Niche - Betting and Gambling

Responsibilities:
• Building a team from scratch, hiring various specialists of different profiles,
media buyers, creative managers, designers, analysts, developers
• Key indicators: volume of first deposits, CPA, ROI, NGR, LTV, ARPU
• Building and setting up the purchase of traffic from various traffic sources
• Budgeting and financial reporting, financial transactions with necessary
services
• Setting up and integrating various services, setting up Analytics
• Finding effective methods of purchasing traffic to pay for traffic
• Purchasing traffic to the Website and Mobile Applications

Achievements / Progress:
• Building a team from scratch full cycle
• Establishing processes in various areas of the team’s work, finance,
agreements with partners for the provision of services and infrastructure,

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design creatives, development of applications and landing pages (white and
black)
• Configuring and integrating various analytics and traffic tracking services
• Validation and testing of hypotheses for purchasing traffic and various
funnels
• We achieved a reduction in the price of affiliate traffic, using internal buying,
by 30-50%
• Tests and integration of alternative traffic sources

AsiaFinance Group
Lead User Acquisition Manager
November 2021 - October 2023 (2 років)
Сингапур

• Main directions - promotion of 3 mobile applications (Android)
• Traffic Sources - Google ads UAC and Facebook ads (App campaigns)
• Optimization of advertising campaigns - target: CPI / CPA / ROI
• Data Analysis & Analytics – AppsFlyer
• GEO: India, Vietnam
• Niche - Banking, lending, Microcredit - (MFO/Fintech)

Responsibilities:
• Effective purchase of traffic with the achievement of all agreed goals (KPI`s)
• Setting up analytics, monitoring the correctness of work, data transfer
• Development of creative concepts performance creatives
• Development of an effective user acquisition strategy with the achievement of
goals (KPI`s)
• Thinking through and developing the logic of optimization events to attract
more effective traffic

Achievements / Progress:
• We effectively purchase and attract traffic, more than a year, and scaled a
little
• Launch of RapidDong product to a new market - Vietnam
The goals set by Q1 and Q2 of the product were successfully achieved
• With the help of optimization events, we were able to reduce the cost of user
acquisition by 30% in the India market
• We built an effective strategy for attracting users, and worked out the funnels
for closing customers for lending, and increasing 20% returns
• Developed new more effective creatives to attract a better audience

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NDA Dating apps (Android / iOS)
Team Lead (User Acquisition Managers)
March 2022 - July 2023 (1 рік 5 місяців)
Кипр

• Main directions - promotion of 6 mobile applications (total MAU 14m users)
• Traffic Sources - Google ads (UAC and Web)
• Optimization of advertising campaigns - target: CPI / CPA / ROI
• Data Analysis & Analytics - Adjust / MyTracker / Firebase /BI
• GEO: the whole world
• Niche - Dating & social networks

Responsibilities:
• Management of a team of specialists (user acquisition manager) in the
amount of 5 people
• Development of the direction of purchasing traffic from the source of Google
Ads UAC
• Development of the logic of conversion product events for effective traffic
optimization
• Development of a strategy for promoting mobile applications
• Control and correctness of data transfer from databases to analytical
platforms
• Participation in the development of creative concepts, in compliance with
Google ads advertising policy
• Testing new traffic sources

Achievements / Progress:
• Optimized the work of traffic purchasing specialists, to more efficient actions,
which allowed us to grow 1.5 times, with less time spent
• Tested and identified many optimal events to optimize campaigns for higher
LTV scores
• With the increase in purchased traffic on Google ads, we were able to
increase the volume of organic traffic, which made it possible to bring the
product economics unit to even more payback
• Reworking of all creative concepts to reduce the receipt of violations on ads
in advertising campaigns, which made it possible to increase traffic volumes,
with a decrease in restrictions from Google ads
• Building an effective strategy for the development and promotion of mobile
applications

Parimatch Tech
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Head of Advertising Purchase for Mobile Apps
July 2021 - March 2023 (1 рік 9 місяців)
Киев, Украина

• Main directions - Native mobile apps and Mobile arbitrage
• Traffic Sources - Google ads, Facebook, Apple search ads, Twitter, in-app
(DSP) – ironSource / Unity / Adcolony / Vungle - CPA Sources, other
• Optimization of advertising campaigns – target: CPI / CPA / ROI
• Data Analysis & Analytics - AppsFlyer / Firebase / Tableau
• GEO: Ukraine
• Niche - Gambling and Sports betting, Esports betting

Responsibilities:
• Media planning of advertising sources. Key indicators: volume of first
deposits, CPA, ROI, GGR, LTV, ARPU
• Management, control, assignment of tasks to the three teams of digital
agencies
• Connections, negotiating with partners, to develop the purchase of mobile
traffic by expanding traffic sources
• Setting up and monitoring the mobile tracking infrastructure
• Search for new traffic sources
• Development of a strategy, user acquisition, and development of the direction
of mobile traffic and applications
• Development of the user's passage through the product funnel, from the
moment of installing the application to the replenishment of the account
• Control and correctness of data transfer from databases to analytical
platforms

Achievements / Progress:
• Optimization of the purchase of all mobile traffic with a positive ROI.
Reducing advertising costs by 3 times, while maintaining traffic volumes
• Setting up the infrastructure for tracking mobile events for IOS and Android.
Setting up SCAN traffic tracking in AppsFlyer
• Extensions of traffic sources
• Has attracted two new partners for cooperation
• We worked out a new version of the product funnel
• Passed the approval procedure for the ability to display ads in Apple Search
ads and Facebook ads - prohibited topics (gambling)
• Added apps to alternative Android app stores.

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• We did a lot of work on optimizing the events and the correctness of their
work according to the principle - s2s. This made it possible to more accurately
track traffic and analyze its effectiveness

Hily — Dating App
Senior User Acquisition Manager
January 2021 - July 2021 (7 місяців)
Соединенные Штаты Америки

IT company Genesis (AppFlame)
Traffic Sources: Google ads (UAC and Web), Tik Tok - (Mobile App)
GEO: North America, Latin America, Western Europe
Niche: dating & social networks

Responsibilities:
• Launches and effective management of advertising campaigns
to achieve volume, quality, and ROI goals
• Analyzing the performance of marketing campaigns with data and metrics
and optimizing accordingly
• Monitoring user behavior and LTV and providing regular reporting on results
• Close cooperation with the motion design team, copywriting
• Ran campaigns in 5 languages with $100k+ monthly spend.

Achievements / Progress:
• For three months of work, with ROI - 40%, I was able to bring advertising
companies to ROI + 30% of the total payback, while not losing traffic on the
product
Increased LTV by 150% by changing the region's audience
• Together with a team of analysts and developers, we created new s2s events
Adjust and Firebase that helped improve the optimization and learning phase
of advertising campaigns. This made it possible to purchase traffic more
efficiently.
• I managed to find the causes of blocking ads in Google ads, which I
successfully eliminated with Google technical support, which in turn allowed
me to effectively use more of the daily budgets of advertising campaigns

Hily's mission is to make it easier for the singles to initiate conversations and
help them communicate better in general. 'We start a conversation, you start
the story, our tagline reads. The app is equipped with numerous features
to make communication safer and more personal, such as personalized

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icebreakers, compatibility checks, video calls, video messages, and even
streaming.

Hily is a regular name on SensorTower's top-grossing dating apps ratings. In
just 3 years on the market, the team managed to gain the trust of 20M users.

EvoPlay
Senior Media Buyer | Senior User Acquisition Manager
April 2020 - December 2020 (9 місяців)
Киев, Украина

• Traffic Sources: Google ads and Facebook ads - mobile app campaigns
• Niche - gambling and betting
• The main GEO – CIS, Europe

Responsibilities:
• Effective management of advertising campaigns and their optimization
Google ads. The main type of advertising campaigns – UAC
• Identifying and scaling profitable funnels (ligaments) advertising campaigns
• Testing new funnels and new approaches, searching for new solutions
• Design and development landing page, formulation of technical specifications
creative department for the preparation of promotional materials of various
types: gif, jpeg, video, html5
• Working with third-party analytics services to track the effectiveness of
advertising campaigns Adjust.com, Stat.ltd, internal BI

Achievements / Progress:
• Campaign management whose daily budget was higher $5k+ while
maintaining all the main indicators CPA, ROMI, ROI, ROAS, RevPerPeid,
Revenue and others
• Maximum results 96 «1st dep» in a day Android, 50 «1st dep» in a day iOS,
ROI 6 month > 50%, with $100k+ monthly

dentsu Ukraine
Middle PPC-specialist │ Targeting
September 2018 - April 2020 (1 рік 8 місяців)
Киев, Украина

• Traffic Sources: Google ads and Facebook ads - web traffic
• Niche - E-commerce / Auto / Banking and payment systems / Alcoholic
beverages / Government projects
• The main GEO – UA

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Responsibilities:
• Planning advertising campaigns
• Launching and maintaining various types of advertising campaigns:
Facebook ads, Instagram, Google ads, YouTube
• Analyzing and optimizing advertising campaigns, analyzing campaigns in
Google Analytics
• Setting targets for performance advertising campaigns
• Setting up and integrating Zapier for transferring leads and requests to the
CPM system
• Setting up and running remarketing campaigns. Configuring funnels
• Selection of targeting for different target audiences
• Collecting semantics (keywords) for search campaigns, writing ads and
extensions
• Major clients I have worked with: Philips, Toyota, Lexus, Mazda, Chivas,
Vivo, Novus, MasterCard, state special project

Achievements / Progress:
• Toyota, Lexus – behind 5-6 months. work on projects, achieved sales growth
by 15-20%
• Philips – we tested and implemented new sales funnels. Increased sales from
partners by 8-12%
• Vivo - we have increased brand knowledge by 5-10%
• Monthly expenses for advertising activity more than 100 thousand US dollars

Havas
PPC-specialist │ Targeting
June 2018 - August 2018 (3 місяців)
Киев, Украина

• Starting and management of different types of advertising campaigns:
Facebook ads, Instagram, Linkedin, Google ads
• Management and distribution of the budget for advertising activities
• Selection and adjustments of targeting, optimization of advertising campaigns
• Analysis of the effectiveness of advertising campaigns to achieve the planned
KPI`s
• Projects that were part of my area of responsibility: attraction of investments
into the project alternative energy Trident Energy (USA, Europe, Asia, UAE),
alcoholic drinks Jägermeister, fashion clothes Dafna May, women's cosmetics
Mary Kay, Payot

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Abdon Group
Interior Designer │ Account Manager
July 2016 - March 2018 (1 рік 9 місяців)
Киев, Украина

Main areas of responsibility:
- Product design development
- Client support (full cycle)
- Project management
- Control of order processing at all stages
- Search for suppliers and new technologies and design solutions

Achievements:
Increase the turnover of the company by 5 times, from 1 to 5 m UAH per
month.
I've implemented new style and design trends proposed to the client, leading
Italian furniture manufacturers such as: Poliform, Valcucine, and others.
Developed a new model for calculating the cost of the product.
Created templates, with the help of which the calculation of the product was
reduced by 3 times in time.
Established more than 20 contacts of new partners for the supply of premium
quality materials and accessories.
Participated in the furniture exhibition, international furniture forum KIFF 2018.

Освіта
National Technical University of Ukraine 'Kyiv Polytechnic Institute'
Магистр, Инженер-технолог · (2010 - 2016)

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