Arta Finance

Arta is a modern wealth-building system & Series A fintech backed by Sequoia, Coatue, Ribbit, and 140+ angels including Eric Schmidt and Sundar Pichai. 

As Arta’s first marketing hire, I’ve helped shape and develop the company's brand voice and style, content strategy, editorial calendar, feature articles, and reach. 

Currently, I lead brand storytelling and executive ghostwriting for our podcast, newsletter, and editorial content. I ensure all content is on-brand, SEC-compliant, and makes sophisticated wealth-building feel like a breeze.

Brand Marketing

Money Minx

Money Minx is a diversified investment and net worth tracker for “DIY” retail investors. We transformed a lofty idea, initially conceived at the kitchen table, into a bootstrapped powerhouse, earning TechCrunch recognition and an acquisition by Arta Finance in early 2022.

Head of Content Marketing (acquired 2022)

Smart Sauce

Key Clients include Nissan, Saatchi and Saatchi, One Roof Energy, Synergy Massage & Wellness

Marketing & Brand Strategist

Super Sibling

“Big Brothers are Superheroes" has sold over 24k copies and counting - because big siblings need some extra TLC when baby arrives.

Author

Center for Sustainable Energy

Marketing Manager

Sungevity

Sales and Marketing

Vista Solar, Inc.

Cohn & Wolfe

Marketing & Brand Planner

Nissan Motor Corporation

Advanced Product Planning

I'm a 0-1 startup marketer. I led marketing for Money Minx, a net worth tracker for retail investors, acquired by Arta Finance in early 2022. I focused on brand and content marketing, helping transform it into a bootstrapped powerhouse featured in TechCrunch, with user growth of 40% month over month.

Now, at Arta Finance, I'm helping open access to sophisticated financial tools and opportunities. 

Additionally, I edit GPT Hacks, a newsletter dedicated to helping startups and small businesses run lean and grow faster using AI tools like ChatGPT—with a special focus on empowering women to launch and run their dream companies. 

For content relating to Arta Finance, see important disclosures: https://artafinance.com/disclosures#social-media

Jessica Yahfoufi

James Peng

Arta gets you access to financial superpowers - such as the top private equity, private credit, and real estate funds in the world, AI-managed stock portfolios, and many other powerful tools.  Plan and enjoy your financial future like the ultra-wealthy do through what we call your digital family office.  Message me if you'd like to learn more or get started!
www.artafinance.com

Growth

Pray.com

Advisor

Pray.com is the world’s #1 app for Daily Prayer & Faith-based Audio Content, used by more than 10 million worldwide.

I led Pray's growth function, growing our new and engaged userbase through paid, organic, and product-driven efforts.

VP Growth

Grab

Grab is Southeast Asia’s largest mobile tech company that connects millions of consumers to millions of drivers, merchants, and businesses to power transport, food delivery, payments, and much more.

I lead Grab's Regional Performance Marketing team, overseeing ROI focused user acquisition for Transport, Food, Pay, and new business verticals.

Key areas of focus:
- Efficient new user acquisition across all digital channels
- Targeted cross-sell of business verticals
- Drive deeper user engagement and reactivation
- Measurement: attribution modeling, incrementality, LTV
- Automation of user segmentation, merchant/product feed, creative production, reporting

Head of Performance Marketing

j@mespeng.com

Working with rapidly growing businesses to define digital user acquisition strategy and improve performance across mobile and web platforms.  For inquiries, please contact me at j@mespeng.com

Areas of focus:
1) Industry acquisition expertise: Crypto, dating, deliveries, gaming, meditation
2) Cross-platform user acquisition strategy: channel selection, budgeting, returns optimization
3) User acquisition audits: targeting, tracking, channels
4) LTV projection and ROI methodology
5) Marketing analytics and attribution
6) Board Independent Director roles
7) Expert witness & litigation support

Selected engagements:

Radish Fiction: https://tcrn.ch/2C1DOCM

Simple Habit: http://tcrn.ch/2qYYwYG

Coffee Meets Bagel: https://goo.gl/qxe2rf

Roomi: https://tcrn.ch/2yxAIzp

Tally App: http://tcrn.ch/2sLcgKS

Growth Marketing Advisor

Coinbase

Coinbase is creating an open financial system for the world.  In my role, I led Coinbase's user acquisition efforts, overseeing the growth of the performance marketing, affiliates, and referral programs.

Mobile Growth Association

Mobile UA Fellowship is an non-profit, invitation only, user driven content group of 300+ mobile growth professionals that focuses on networking, discussing the latest trends in user acquisition, and ways to improve UA user lifetime value and ROI.

Members include Storm8, Zynga, Disney, EA, Crowdstar, Kiwi Up, Blue Shell, Playphone, WGT, Supercell, Pocket Gems, Digital Chocolate, Caesars Entertainment, et al.

Bylaws stipulate no vendors are members or can attend meetings unless they are the event sponsor.

Advisory Board Member

Match Group

Building a world class mobile user acquisition platform.  Heading social and mobile growth for Match, Tinder, and People Media (BlackPeopleMeet, OurTime, SingleParentMeet, etc.) apps.

The Match Group is home to the top dating brands around the world, including over 45 leading properties such as Match, Tinder, OkCupid, Hinge, PlentyOfFish, and People Media.

Key areas of focus:
- Cross-platform (desktop/mobile web/app) acquisition strategy on social (FB, Twitter, etc.)
- Mobile growth strategy across brands
- Attribution and reporting infrastructure across brands

Head of Mobile & Social Acquisition

Nonprofit Investor

I volunteer my time as a research analyst for Nonprofit Investor, which publishes detailed evaluations of charities with the goal of surfacing red flags and increasing transparency for potential donors.  With over $300B of donations each year in the United States, improving the decision making process for donations will help charities drive measurable and transparent impact to a vastly greater number of beneficiaries.

Check out some of my published reports:
- SELL rating of Locks of Love (https://goo.gl/UKBaec)
- BUY rating of National Military Family Association (https://goo.gl/9sRmif)
- NEUTRAL rating of NewSchools Venture Fund (https://goo.gl/9CDFsx)
- BUY rating of Bill Wilson Center (https://goo.gl/jV28sd)

All research reports are free to download here:
https://goo.gl/G8HESt

Volunteer Research Analyst

Storm8 Studios

I was initially hired by Storm8's CEO to manage user acquisition with no prior industry experience.  In the first year, I laid the technical and analytics infrastructure for the company's UA function and was promoted to Head of User Acquisition.

- Head global marketing and ad monetization for Storm8's portfolio of 45+ iOS and Android titles
- Directed $20M+ annual budget across acquisition channels to achieve strategic objectives while delivering ROI in excess of 40% year over year
- Acquired over 200M users across 155 countries to date
- Distribution partnerships and business development
- Built Storm8's performance marketing platform from the ground up: 3rd party attribution, automated campaign reporting, returns analysis tools
- Developed predictive LTV and returns measurement methodology
- Managed and grew a team of UA managers and engineering/analytics resources
- Deal evaluation, negotiation, and closing - launched Storm8's ad tracking, automated API reporting, and various ad monetization deals

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Storm8 is is the leading mobile gaming network, developer and publisher of social games for iOS and Android. Each game released by Storm8 has reached the Top 25 on the App store free apps category.

- Over 1 Billion Downloads (Hit titles include: Monopoly Bingo, Restaurant Story 2, Fantasy Forest, Candy Blast Mania, Bubble Mania, Jewel Mania, Hidden Objects: Mystery Crimes, Dragon Story, Bakery Story, World War, iMobsters, and more)
- 400+ Million Devices (1 in 5 iOS and Android devices played Storm8 games)
- 50+ Million Monthly Active Users
- Top 7 Mobile Publisher based on 2013 worldwide iOS + Android downloads

Head of User Acquisition & Monetization

H.I.G. Capital

H.I.G. Capital is a global private equity firm with over $35 billlion of capital under management, focused on leveraged buyouts of lower middle-market companies in partnership with management teams.

- Portfolio company management – assessing monthly results, creating projection models, and drafting annual budgets
- Execute all parts of due diligence process – conducting industry research, performing financial forecast and valuation, validating business plans, negotiating term sheets, and reviewing legal documentation
- Lead third-party teams of lawyers, consultants, accountants, and investment bankers
- Structure potential investments with a combination of equity, earn-outs, seller financing, and various debt terms
- Assess investment opportunities across various industries including healthcare, engineering, and industrials

Private Equity - Associate

Marketing @ Arta Finance 📈

I was recently recognized on the Forbes 30 Under 30 list for Marketing & Advertising.

Growth leader with 10+ years of B2C experience spanning all dimensions of digital marketing strategy, team building, tech stack, analytics, measurement, and execution.  Data-driven and high-growth mindset when managing P&Ls.  Deep experience with cross-platform, ROI-focused user acquisition globally across channels.  Passionate about transforming rich brand experiences into direct-response conversion to drive user acquisition at scale.

taplio

The Battle

Jessica Yahfoufi

James Peng

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