Mikhail Makurov

CMO · Head of Marketing

Mobile Subscription Apps · Revenue & Growth

Executive Summary

I build revenue systems for mobile subscription apps — from first install to renewal. My focus: influencer marketing, performance acquisition, onboarding & paywall optimization, and full P&L ownership. Recent track: 3× ROAS improvement, 0→1M RUB/mo revenue on a new market without Meta, team and budget management up to $2.4M/year.

I operate at the intersection of marketing strategy, monetization, and product — running experiments, managing teams and vendors, and making data-driven kill/scale decisions. AI and automation are tools in my stack, not my identity.

Key Results

30→90%

ROAS D7 improvement via A/B tests on paywalls & onboarding

0→1M

RUB/mo RU revenue in 6 months, influencer-led, no Meta

$2.4M

/year marketing budget, full P&L responsibility

×10

W2A conversion increase

6 + 8

Marketing team + cross-functional (dev, product)

>200

influencer placements per month

Core Capabilities

Revenue & Monetization

• Paywall optimization: pricing, plans, trials, design
• Onboarding funnels: web2web, web2app, personalization
• CRM & retention systems
• P&L ownership: revenue + spend + contractors

Acquisition & Growth

• Influencer marketing with attribution (AppMetrica)
• Performance: Meta, UAC, ASA
• ASO / store assets management
• SMM, content, SEO
• Channel diversification for restricted markets

Marketing Ops & Automation

• A/B testing frameworks & decision rules
• Analytics, dashboards, reporting
• Annual budgeting and margin control
• AI-assisted creative production
• Process automation (Make.com, Python)

Experience

KidsUp (KidsTech)

CMO / Head of Marketing

2025–2026

Subscription app with 7-day trial. Full P&L ownership: revenue + marketing spend + contractors.

• ROAS D7: 30% → 90% — A/B tests on paywalls (price, plans, design, trial) and onboarding (web2web, web2app, offers, steps, personalization)
• Scaled RU market revenue from 0 to 1M RUB/month in 6 months — main driver: influencer marketing, no Meta available
• Scaled influencer channel as primary growth driver: selection processes, registry, payments, UGC for social and performance
• ×10 W2A conversion increase
• Built influencer attribution: AppMetrica + unique tracking links per blogger
• Media buying optimization, SMM, and CRM across all active channels
• Team: up to 6 in marketing, 8 cross-functional; worked with dev and product
• Annual marketing department budget: $2.4M/year

NDA Mobile Apps

Head of Marketing

2024–2025

• Tested new mobile app concepts and market demand via Meta campaigns
• Fast go-to-market validation cycles with clear kill/scale decision rules
• Managed budgets, creative production, and performance reporting
• Product collaboration: value proposition packaging, early monetization, and analytics setup

Prisma Labs

Art Director & Marketing Lead

2021–2024

• Led creative systems for Prisma and Lensa — AI photo/video apps at scale
• Collaborated with growth team in high-spend environment (up to $500K/mo)
• Managed creative production pipelines and team across platforms

Prequel

Lead Marketing Motion Designer

2019–2021

• Marketing creative production and performance analysis
• Brand content development for user acquisition

Parovoz Animation Studio

Digital Project Manager / Production Lead

2016–2019

• Digital production management and cross-functional processes (planning, timelines, quality, communications)

How I Work

Full-Funnel Growth System

• Acquisition → Onboarding → Paywalls → CRM/Retention
• Every step measured, every experiment documented
• Channel diversification: influencers, performance, SMM, CRM
• Revenue and margin as the north star, not vanity metrics

Experimentation Cadence

• Structured A/B testing framework with clear decision rules
• Paywall tests: price, plans, trial length, design
• Onboarding tests: steps, personalization, web2app flows
• Fast validation cycles — kill what doesn't work, scale what does

Team & Vendor Management

• Direct marketing team up to 6 + cross-functional up to 8
• Contractor and vendor oversight, SLAs, deliverables
• Dashboards, weekly reporting, budget control
• Cross-team alignment with dev, product, analytics

Skills

Marketing

Meta Ads Google Ads / UAC ASA AppsFlyer Adjust AppMetrica Google Analytics Mixpanel Amplitude Web2App Web2Web Adapty ASO CRM Influencer Marketing SMM OneSignal Paywalls Onboarding

Soft Skills

Leadership, Creative Thinking, Communication, Problem-Solving, Adaptability, Time Management, Collaboration & Networking, Strategic Thinking, Emotional Intelligence, Influencing Skills

Other tools

ChatGPT / Claude, Cursor, Python, GitHub, Figma, Jira, Confluence, Google Sheets / Excel, Notion

CG / VFX

Cinema 4D + Octane, After Effects, Photoshop, Illustrator, Premiere Pro, Audition, Da Vinci, ShotGun, Cerebro

Apps

Prisma
Lensa
Prequel
HackMyRun
StreesMeter
Afiny
Foodini
LookInside
Planner App
Lightroom Presets

Soft

Veeam
SWtech
Benefactory
AGroup

Games

BulletEcho
OmNom Run
Space Invaders
HappyColor
Western Sniper
HomeFlip
A4
CarMaster
Merge3D
War Of Rafts
Woodoku
Hitmaster
Match Pairs 3D
Vaveda

Fintech

Exness
FX Pro
Walbi
Olimptrade
Doto

EdTech

KidsUp
NeMonTazh
PlasticUniversity
Yarbula

i-Gaming

Bets.io
Boomerang
Alpha Affilates
NDA Projects

Music

Sanscreed Kanon
Empaldo

Web

OperaCenter
Parovoz
HodnaRem
FastCV
DarkSand

Retail

Ferrero Roshe
Tuborg
RZD
HobbyHand

Fashion

Vogue
DesignTip
Mascotte

TV

STMEGITV
Parovoz
CGF
MiceTV
Nauka 2.0

Health

EMIAS
Abbott
Ponimau
Benefactory
Foodini
LookInside
Eatr
Academy of Beauty