Mischa Armada
Works (in progress)
about
BACKGROUND
Mischa Armada is an L.A. based marketing and growth executive with 16 years scaling startups from launch to acquisition. Part of the original teams that launched Tinder and Honey (acquired by PayPal for $4B). Led marketing at Kourts through its acquisition by Playtomic. Now Principal at Second Horizon, partnering with ambitious founders as a Fractional CMO.
WHAT I DO
Strategic advisory, Fractional CMO, and hands-on execution for B2B SaaS, marketplace, consumer brand, AI, real estate, and proptech founders building marketing engines that drive revenue growth. From go-to-market strategy and product positioning to customer acquisition and product launches, the focus is on diagnosing your most urgent growth challenges and transforming ambitious concepts into market-leading companies
My approach
My approach is multidisciplinary, rooted in an experimental mindset, and begins with diagnosing your most urgent growth challenges — identifying where the marketing engine is breaking down, from process gaps and revenue leaks to untapped opportunities. Then, crafting a tailored go-to-market strategy to test assumptions that directly address those gaps and accelerate progress toward your goals. Leveraging data and AI, this delivers measurable results that eliminate bottlenecks and drive sustainable growth.
Career
(2014 - Present) Principal, Strategy & Growth at Second Horizon
(2023 - 2024) Fractional CMO at Baboo Travel
(2018 - 2021) Head of Marketing at Kourts (Acquired by Playtomic)
(2015) VP Marketing & Growth at Honey (Acquired by PayPal)
(2011 - 2013) Digital Marketing Manager at EFG (Tinder Launch Team)
