Our ‘Profile: A Day in the Life of’ feature takes a look at some of the global professionals working across performance marketing. It aims to shed light on the varying roles and companies across the flourishing industry.


Joe McCormack

Job title and company:

CEO of Adquant

In one sentence, how would you describe what the company does?

Our company provides large advertisers with a powerful platform to manage their Facebook advertising activities.

What are the company’s unique selling points?

Our company focuses on taking a lot of the manual (and in our opinion, redundant) activities away from Facebook media buying and focuses on creation tools that empower our clients to really scale their campaigns profitably. We also provide free analysis to all our clients to help them with the latest best practices on Facebook.

Within the last six months/year, what stands out as the company’s major milestones?

We sold our agency business six months ago which has allowed us to focus fully on providing best in breed tech. We also just expanded into APAC with around 12 offices locally there.

Duration in current role:

Founding member (2012).

Where are you based?

I am based in the R+D Headquarters in Tel Aviv, Israel.

Previous performance marketing-related Co’s you have worked at:  

Adotomi, Viacom and Matomy.

What are your main job responsibilities?

My job is to ensure that we are providing the right tools to the industry. A lot is also about trying to understand and execute where we need to focus and scale as a company as well as forecast what resources our teams need in order to make it happen.

Take us through what you get up to on a typical working Monday:

Monday morning starts early as I need to check in with Asia on our operations there. I will then get into the office around 8.30 and look through the data to understand what is going on in order to highlight any issues and get my team to attack any potential problems. The rest of the day is varied between meetings with my management team, customers, and strategic partners. Anything can happen!

What top three websites can you be found browsing during your lunch hour?

Usually I spend most of the time on Facebook. I end up finding articles there that I wouldn’t normally find through browsing one or two publications.

What are your top three tips for someone looking to get their hands on a job like yours?

It’s very simple, work hard and be passionate about what you do. Ultimately as a founder you create your own opportunities. So push yourself beyond your limits and build something you care about. Once you know what that is, surround yourself with people better than yourself to realise your goals.

Career-wise, where do you see yourself in three years time?

Managing a much bigger Adquant! We are already growing at such a massive rate that it almost seems inevitable!

Tell us one thing people at work don’t know about you?

I played a Scottish exchange student on the show Full House when I was eight years old.


Did you catch these latest profiles?

President and CRO at Martini Media Inc – Shares Insights​

​Head of Lifestyle Affiliates & Partnerships at The Hut Group – Shares Insights

Division GM at Global Digital Media Co, CPXi , Shares Insights