Adam Berton

Summary

I am a growth architect for high-stakes B2C sectors where trust is the primary currency and unit economics are the ultimate scorecard. My expertise lies in professionalizing the marketing function for PE-backed and enterprise organizations like Edelman Financial Engines and Optum, transforming fragmented efforts into accountable growth engines. I specialize in the 'high-consideration' journey—complex, regulated paths where a simple click doesn't suffice. By bridging the gap between brand equity and performance discipline, I have consistently delivered outsized returns, including a 700% surge in qualified demand and a 31% reduction in CPL through rigorous funnel orchestration. I manage the delicate balance of $50M+ budgets, ensuring every dollar is mapped to CAC/LTV health and long-term retention. Whether I am leading a 20+ person cross-functional team or designing a marketing operating model from scratch, my focus is on surgical precision: using attribution modeling, lifecycle journey optimization, and KPI governance to drive predictable revenue. Hire me if you need a leader who can navigate the regulatory complexities of wealth management or healthcare while aggressively scaling market share and improving prospect-to-enrollment conversion. I turn marketing from a cost center into a transparent, high-velocity driver of enterprise value.

Expertise

Experience

• Founder & Principal

  2023 – Present

  LYBRA Advisory · Newton, MA

  Embedded senior marketing and growth leadership for high-consideration B2C businesses.

  • Increased qualified leads 120% while reducing CPL 31% for McAdam Financial.
  • Improved marketing ROI 14% by introducing forecasting and performance governance.
  • Advised CAPTRUST on AI search visibility and enterprise growth strategy.

• VP, Integrated Brand & Growth Marketing

  2022 – 2023

  Edelman Financial Engines · Boston, MA

  Oversaw integrated brand and growth strategy for a PE-backed RIA with a $50M+ media budget.

  • Generated 700% qualified lead growth while reducing cost per qualified lead 22%.
  • Raised conversion 46% through personalization and lifecycle journey optimization.
  • Improved investment discipline across paid search, social, programmatic, and direct mail.

• Vice President of Strategic Marketing

  2021 – 2022

  Optum Health · Remote

  Directed acquisition, retention, and brand strategy across multiple regions in a regulated healthcare environment.

  • Increased marketing ROI 30% and reduced CPA 22% through media optimization.
  • Generated 194% growth in qualified consumer demand.
  • Delivered 89% improvement in prospect-to-enrollment conversion.

• Senior Director of Marketing

  2018 – 2021

  Point32Health · Canton, MA

  Directed B2C brand and lifecycle marketing for a regulated consumer health business, leading a 21-person team.

  • Increased customer lifetime value 15% and outperformed enrollment targets by 20%.
  • Achieved 97% retention / renewal through segmentation and journey redesign.
  • Drove 5x growth in unaided awareness and consideration.

• Strategy Director; Marketing Director

  2013 – 2018

  CVS Health · Woonsocket, RI

  Led go-to-market and performance marketing strategy across retail and healthcare business lines.

  • Helped launch 2 new healthcare business lines.
  • Built lead scoring and funnel analytics that improved conversion 23%.

Education

• The Ohio State University, Fisher College of Business · B.S., Business Administration, Marketing