New marketing leader will oversee U.S. strategy, strengthen brand visibility and support growth across key markets

adjoe, a rewards-focused mobile advertising platform, has announced the appointment of Matthew Freter as U.S. Marketing Director. In his new role, Freter will lead the company’s marketing strategy in the United States while working closely with sales and business operations to support growth and revenue objectives.

Freter’s appointment comes as brands across sectors including fintech, quick-service restaurants and airlines look for new ways to create engaging mobile experiences. He will help expand the reach of Arcade, adjoe’s flagship solution, which enables brands to build engagement and loyalty through gamified, non-transactional rewards programs.

Expanding Rewarded Advertising in the U.S.

The global mobile gaming market is projected to reach approximately $227 billion by 2028, creating opportunities for companies operating in mobile advertising and rewarded engagement.

adjoe was ranked as the largest rewarded advertising network on both iOS and Android in AppsFlyer’s 2025 Performance Index. Following its unicorn status in 2025, the company reports that its U.S. revenue has increased 24% year over year, compared with a projected 6.7% growth rate for the digital advertising industry.

To support its U.S. expansion, adjoe has more than doubled the size of its Boston-based team over the past year.

The company says rewarded advertising is gaining traction as app businesses look for additional monetization opportunities while providing users with tangible value in exchange for their attention.

adjoe currently reaches approximately 770 million users and works with more than 1,000 companies worldwide, including U.S.-based brands such as Fetch, GasBuddy and EarnIn.

“Brands across the U.S. are looking for better ways to increase engagement, build lasting loyalty, and improve the bottom line,” said Tommy Yannopoulos, VP of Revenue, Americas at adjoe.

He added that Freter’s marketing experience will help strengthen adjoe’s presence in the U.S. and introduce more brands to solutions such as Arcade.

Freter Brings Enterprise Marketing Experience

Freter joins adjoe with experience in growth marketing, app-based businesses, lead generation and performance marketing across international organizations.

Before joining adjoe, he served as Director of Growth Marketing at TrueBlue, where he led the global growth marketing team and supported the company’s portfolio, including PeopleScout, Staff Management, PeopleReady and the JobStack mobile app.

His background in the staffing industry also brings experience centered on understanding consumer and employee needs. adjoe says this perspective will support its efforts to better understand users while developing and scaling its products.

Freter’s experience in marketing operations, brand strategy and multi-market growth will also contribute to adjoe’s U.S. expansion and its work with brand partners.

“adjoe has set the pace in rewarded gaming, and that leadership creates a strong foundation for what comes next,” said Freter.

He added that there is further potential to create value for consumers while helping brands build more consistent and meaningful engagement through rewarded experiences.

adjoe Continues Building Its U.S. and Global Teams

Alongside Freter’s appointment, adjoe has expanded its U.S. team with the addition of Myra Nguyen as Senior Manager, Strategy and Business Development and James Shin as Technical Account Manager.

Nguyen will focus on strategic initiatives, partnerships and operational improvements supporting growth across the Americas and international markets, while Shin will oversee technical implementations of adjoe’s rewarded advertising solutions.

The company has also continued expanding its international leadership. Maximilian Niederau was recently appointed Managing Director, Go-to-Market, APAC, alongside plans to establish a new hub in China.

In Latin America, adjoe has expanded into Brazil with the appointment of Ricardo Feldman as Regional Manager, LATAM, who will focus on supporting growth across the region.