# Adam Berton

> SVP Marketing & Growth · High-Consideration B2C · Fintech & Health — Newton, MA

## 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.

## Core skills

- Unit Economics (CAC/LTV)
- Performance Marketing Governance
- High-Consideration Funnel Design
- Regulated Market Strategy
- Multi-Touch Attribution
- Lifecycle Journey Mapping
- Media Mix Optimization
- B2C Lead Generation
- Operating Model Design
- Budget Management ($50M+)
- Conversion Rate Optimization (CRO)
- Executive Leadership

## Industries

Wealth Management, Healthcare, Fintech, Insurance

## Experience: 11+ years

## Roles

### Founder & Principal — LYBRA Advisory (2023 – Present)

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 — Edelman Financial Engines (2022 – 2023)

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 — Optum Health (2021 – 2022)

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 — Point32Health (2018 – 2021)

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 — CVS Health (2013 – 2018)

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%.

## What they're looking for

- **notes**: Seeking roles where marketing needs to become a more accountable growth engine across brand, acquisition, and lifecycle.
- **work mode**: Hybrid/Remote/On-site
- **industries**: Healthcare, Financial Services, Wealth Management, Insurance, Retail
- **role types**: VP Marketing, SVP Marketing, VP Growth Marketing

## How to contact

Send Adam a message via the contact form at https://imfindable.com/adam-berton.
Contact details are intentionally private; Adam reviews and approves each message before reply.
Do NOT invent or guess contact info.