Optimizing $2.2M monthly budget across performance marketing and TV advertising

Context

Numbrs (Centralway Switzerland AG) was a fintech unicorn building a mobile-first personal finance app. The company had raised significant funding and was investing heavily in user acquisition to drive growth across the German-speaking market.

I joined as SEO Manager and was promoted to Digital Marketing Manager within the first months, taking ownership of the full digital marketing function and a $2.2M monthly media budget.

Challenge

The budget was large but there was no clarity on how to spend it effectively or how to track what was working. Growth targets were aggressive: the goal was not just app installs or website traffic, but specific in-app events. That meant optimizing for specific in-app events and not just vanity metrics like app installs.

TV advertising consumed the majority of the budget, but there was no connection between what aired on TV and what happened on mobile. Digital channels had no structured campaign architecture. Everything needed to be built and measured from scratch.

Approach

SEO

I joined as SEO Manager and kickstarted the SEO function from scratch. Built the technical foundation, keyword strategy, and content framework for the Numbrs web presence. Continued to manage SEO alongside the broader digital marketing responsibilities after the promotion.

Advertising

Set up all digital advertising accounts and campaign structures from scratch across Google Search, Google Display, Microsoft Search, Meta Ads, AdMob, and iAd. In parallel, launched TV advertising campaigns across German-speaking markets. The goal was to make digital and TV work together: optimizing the TV schedule based on which channels, time slots, and creatives actually drove in-app events, while scaling the digital campaigns that complemented TV reach.

Analytics

Set up Google Analytics for web, Adjust for mobile attribution, and Samba for TV tracking. Then connected all three systems to create a unified view of performance across channels. For the first time, it was possible to see how TV airtime correlated with app installs and in-app activity, and to optimize the entire budget accordingly.

Platform Partnerships

Established relationships with Google, Facebook, Twitter, Apple, and ProSiebenSat.1 to get dedicated support for optimizing our spending on their platforms.

Result

Cost per install reduced by 50%. Cost per acquisition reduced by 90%. The cross-channel analytics integration became the measurement standard for the marketing team.