Mark Casali, Director of Search Marketing
Mark Casali oversees the agency’s search marketing capabilities. As a CPA with a Master’s in Accounting from Babson College, Mark brings a unique financial perspective to digital marketing. His focus? Helping clients create strategic marketing data-driven campaigns that maximize results where they matter most—the bottom line.
Beyond the agency, Mark has been published in Search Marketing Standard for his work developing a unique set of statistical optimization tools for pay-per-click marketing, and he has also been a part time instructor for both undergraduate and executive audiences at Babson College.
Of which business achievements are you most proud?
I set a goal to become a CPA at a very young age, before I started my professional career, and I was able to achieve that goal at 21 years old. It was never my long-term ambition to become an accountant, but I felt that accounting was the true language of business, and that it was a skillset that would benefit me through a multitude of positions in the business world. That has certainly held true for me so far in my career.
What do you find most fulfilling about your work?
The beauty of digital marketing is that everything is so measurable. We can measure almost everything about a user from a simple click, and we can tie an ROI to just about every digital marketing program. It is tremendously rewarding to show a client, with hard data, that their marketing investment is producing profitable returns.
How do you hold it together when things get stressful?
Stress is almost always self-inflicted, so if you don’t overwhelm yourself, you can typically avoid stressful situations. When stress does creep in, I stop and manage the situation . . . usually by scoping out an action plan and timeline.
How have your roots contributed to who you are today?
I have always been drawn to entrepreneurship, and the search marketing world gives me the opportunity to play a truly meaningful role in helping clients grow their businesses.
What activities do you enjoy?
I am an avid fly-fisherman. In the spring, you’ll find me on the Farmington River almost every weekend. In the fall, I’m usually fishing the Connecticut or Rhode Island shorelines.
Your favorite motto, quote, saying?
We make a living by what we get, but we make a life by what we give. — Winston Churchill