Translating Fortune 500 growth playbooks for early-stage companies at critical inflection points.
About Me
Your Strategic Growth Partner
After 18 years executing systematic marketing campaigns for enterprise brands and building growth frameworks for early-stage companies, I partner with founders at a critical inflection point: you have traction with your core offering, but lack the systematic growth infrastructure needed to scale efficiently.I started by managing large-scale campaigns for BMW, Toyota, General Motors, Disney, and Verizon, learning how established companies approach systematic growth. Later, I built demand and lead generation systems from the ground up across healthcare, insurance, automotive, and B2B SaaS, leading cross-functional teams and establishing experimentation frameworks.This partnership model works best when your founding team is technical or product-focused, you're not ready for a full-time growth executive, and speed matters because you can't afford to spend 18 months learning what enterprise companies already know.
Location : Lisbon, PT | Global Remote Language : English
Brands that I've worked with:
Work Experience
Strategic Partnerships
Partner with early-stage companies to build systematic growth frameworks and experimentation systems. Recent engagements include:Frequency People - Establishing growth infrastructure and optimization capabilities for 10-person seed-stage social platform relaunch.Zinnia TV - Conducted digital growth audit, identified critical SEO gap, recommended specialized hiring strategy. Traffic grew from minimal baseline to 77K monthly visitors following implementation.Dobility | SurveyCTO - Expanded B2B2C SaaS into international markets, managed SEO and CRO, developed retention programs that reduced churn.
Independent
2021 - Current
INSURANCE: Multi-Year Turnaround & Growth Infrastructure
Recruited to turn around PEMCO's 7-year declining lead acquisition program. Built the company's first cross-functional growth team using the Optimizely experimentation platform.Home insurance leads increased 235%, cost-per-lead reduced 29%despite 64% CPC inflation. Achieved 22.11% conversion rate on search campaigns, generating 115K leads from $6M search investment at $58.80 CPL. Budget grew from $4M to $6.75M through demonstrated ROI.
PEMCO Insurance
2018 - 2021
HEALTHCARE: Telehealth Growth Across Diverse Markets
Started by building demand generation systems from ground up using Marketo, then scaled to manage $1.92M+ annual ad spend across 32 regional health systems nationwide.Drove 48,723+ telehealth visits and 3,325+ app downloads through systematic optimization. Reduced KentuckyOne Health CPA from $143 to $112 (-22%) while scaling to 536 annual visits.Following company acquisitions, transitioned to leading marketing strategy for major healthcare systems including Gundersen, Cleveland Clinic, Anthem, and Intermountain Healthcare.Orchestrated internal marketing agency teams across six disciplines (Strategy, Creative, Media, Analytics, Engagement, Development), pitching marketing services to C-suite executives and demonstrating 40X visit growth trajectory for the platform.
AmWell
2015 - 2019
(acquired Avizia 2018, Carena 2017)
B2B HEALTHCARE: Pharmacogenetics Revenue Marketing
Led 4-person marketing team building comprehensive demand generation engine from ground up using Marketo for pharmacogenetics company.Developed lead nurturing programs that increased sales revenue 33%. Marketing Qualified Leads +72%, Sales Qualified Leads +45%. Implemented progressive profiling and lead scoring distinguishing MQLs from SQLs.
Genelex | YouScript
2013-2015
Enterprise: Fortune 500 Systematic Campaigns
Managed large-scale systematic campaigns for Fortune 500 brands including BMW, Toyota, General Motors, Disney, and Verizon.Executed 481 email campaigns generating 6,856 appointments from 2.8M emails with measurable ROI. BMW Manhattan: $310 per $1 spent, attributed to $14M service sales (51% of service channel) and $53.9M auto sales (28% of sales channel).Developed General Motors Digital Advertising Program email integration that achieved 21% click-to-open rate and drove program adoption—GM and Hyundai subsequently mandated email integration across their national dealer networks.
Responsys & ADP Cobalt
2007 - 2012
Industry
Work
Insurance
Healthcare
Automotive
Brand Transformation
What
People Say
"We partnered with Voren to solve PEMCO's lead acquisition crisis. He expanded PEMCO's growth strategy beyond paid search by introducing systematic experimentation frameworks using Optimizely. He also orchestrated collaboration between PEMCO's external agency partners and built PEMCO's first internal CRO team to sustain the momentum."
Jason N.
SEO Director, Add3
"Voren brought Fortune 500-level growth frameworks to both our internal operations and client delivery across D5 Coalition, Sound United, and Sound United Presents. His systematic approach helped us scale our own business while giving our clients—from cultural institutions to corporate brands—strategic capabilities they couldn't access otherwise."
DeShawn S.
CEO, The D5 Group
INSURANCE
Optimizing Paid Ad Performance Through Strategic Testing & Platform Restructuring
PEMCO Insurance achieved a 31% reduction in campaign costs through a comprehensive digital advertising restructuring, delivering improved lead quality across key insurance verticals.
The Challenge
They faced intense competition and rising costs in their digital advertising program, with CPCs rising over 300% across paid channels between 2017-2020. They needed to improve campaign efficiency and lead quality while managing costs in an increasingly competitive insurance marketplace.
Strategic Approach
Platform Restructuring – PEMCO's digital advertising infrastructure underwent a fundamental restructuring to address inefficiencies in their campaign architecture. I established that multiple campaigns were competing against each other in ad auctions, driving up costs unnecessarily. By consolidating the campaign structure and implementing Smart Bidding strategies across both Google and Bing platforms, we eliminated this internal competition. The introduction of a new UTM parameter tracking methodology also provided greater visibility into campaign performance and user journeys, enabling more precise optimization decisions.
Creative Testing & Optimization – A systematic approach to creative testing formed the cornerstone of PEMCO's transformation strategy. I implemented comprehensive A/B testing across display and video ad formats, examining everything from messaging to visual elements. Direct response offers were rigorously tested in ad copy, leading to significant improvements in click-through rates.
Landing page optimization became a continuous process, with systematic testing of navigation elements, button placements, and user flow configurations. This methodical approach to creative optimization resulted in substantial improvements in conversion rates across all channels.
YouTube Discovery Ads – Human-centric creative increased CTR by 40%
Channel Strategy Refinement – Finally, we evolved PEMCO's channel strategy, moving beyond traditional search advertising to embrace a multi-channel approach. I recommended that the team expand into awareness channels including Display, Discovery, and Video advertising, each carefully optimized for maximum impact. Budget allocation underwent continuous refinement based on performance data, ensuring investment was directed to the most effective channels. Enhanced audience segmentation allowed for more precise targeting, particularly in awareness campaigns where they achieved impressive engagement rates and lead quality improvements.
Market Defining Results
Within 3-months this strategy delivered significant improvements in both efficiency and performance.
HEALTHCARE
Digital Ad Strategy Drives Growth in Online Care Visits
In just 24 months, Skagit Regional Health transformed their virtual care platform from 6 monthly visits to consistently achieving 50+ visits per month, proving that rural healthcare systems can successfully drive telehealth adoption through strategic digital marketing.
Client Challenge
Skagit faced significant adoption barriers after launching their virtual care platform MyEClinic in their rural Washington market. With only 6 monthly virtual visits and inefficient ad spend, they needed a solution to serve their dispersed population across a 25-mile radius. Their ambitious goal: achieve 75 virtual care visits monthly while maintaining cost efficiency.
Strategic Approach
Through comprehensive market analysis, we implemented a customized geo-targeted strategy that leveraged Skagit's established community presence across seven strategic locations. The MyEClinic brand campaigns dramatically outperformed generic healthcare terms, demonstrating the power of local brand recognition in healthcare marketing. This focused approach optimized campaign performance while expanding healthcare access throughout the service area.
Branded Search Ads outperformed non-Branded by 73.4%
Market Defining Results
Within two years, our brand-focused strategy delivered transformative outcomes
that redefined rural healthcare access:
AUTOMOTIVE
Elevating Luxury: Revolutionizing Email Marketing for America's Top BMW Dealers
Client Challenge
Three premier BMW dealerships in the United States' most affluent markets - New York City, New Jersey, and Philadelphia - required a significant elevation in their digital marketing performance. Despite their dominant market positions, these dealerships were not fully capitalizing on their sophisticated customer base through email marketing, leaving substantial service revenue and sales opportunities unexplored.
Strategic Approach
I developed and implemented a comprehensive digital email marketing strategy tailored to each dealership's unique metropolitan market position, while maintaining BMW's premium market positioning. The cornerstone of this approach was advanced audience segmentation strategies, acknowledging that luxury automotive customers in these sophisticated markets required precisely targeted communications.The customer segments were based on ownership cycles, service patterns, and engagement with dealer specialty events. This granular approach enabled highly personalized communications that aligned perfectly with customer interests - from new vehicle launches to service promotions and certified pre-owned opportunities.
Performance Transformation
The program delivered exceptional performance across all metrics. Email campaigns achieved 16% open rate on average, surpassing the industry benchmarks by 19%.
Through strategic targeting and timely communications, the campaign generated 983 high-valued service appointments.
The overall program maintained an impressive 24% click-through rate across 37 meticulously executed campaigns, consistently outperforming national benchmarks in all three markets.
BMW CPO email campaign – Averaged 33% CTR
Market Defining Results
The program's success revealed that buyers in the luxury automotive markets
respond exceptionally well to a precise targeted email messaging strategy.
BRAND TRANSFORMATION
Data-Driven Video Strategy Drives Regional Insurance Brand Transformation
Client Challenge
Operating in the competitive Pacific Northwest insurance market, PEMCO Insurance faced mounting pressure from national insurers wielding substantially larger marketing budgets. The regional insurance provider needed a transformative brand strategy to combat market share erosion and adapt to Seattle's rapidly evolving demographic landscape, while creating meaningful content that differentiated the brand in an increasingly crowded marketplace.
Strategic Approach
As Head of Growth Marketing, I worked in close partnership with Brand leadership to implement a comprehensive YouTube video advertising strategy focused on data-driven first principles.
Through extensive testing, my team identified our most optimal video ads by analyzing viewer content engagement length, brand messaging resonance with our Northwest audience, and view-through conversions (conversions that occurred when viewers saw our ads but converted later through direct site visits or other channels within our attribution window).
This testing framework informed our strategic channel mix optimization and performance-based budget allocation decisions.
Building on these insights, we launched a transformative campaign:
Campaign – A Lot Can Go Wrong
We created a series of 15-second variants called "A Lot Can Go Wrong" highlighting how quickly an accident can happen. These funny, concise, and impactful messages were strategically deployed through our paid Social, YouTube, and programmatic advertising channels, generating over 80 million impressions - exceeding our campaign impression goal by 131%.
A lot Can Go Wrong – Short video series campaign
Market Defining Results
The campaign delivered transformative results, establishing PEMCO's distinctive regional brand position while outperforming national insurance providers across key metrics:
Let's Explore a Partnership
I work with a select number of early-stage companies at any given time. If your founding team is technical or product-focused, you have traction but lack systematic growth infrastructure, and you're looking for strategic partnership rather than tactical execution, let's talk.
What happens next
We'll have a 30-minute conversation to explore whether there's a fit. I'll ask about your current growth challenges, what you've tried, and where you're trying to go. If it makes sense for both of us, we can discuss what a partnership might look like.
Prefer to schedule directly?
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