David C. Cantrell

Background

About David C. Cantrell

Experienced Growth and Performance Marketing Executive with 20 years of expertise in scaling consumer-centric (B2C & D2C) customer acquisition funnels and platforms. Proven success in developing and implementing comprehensive full-funnel strategies for effective lead and demand generation. Skilled in leading and inspiring cross-functional teams and direct reports to achieve strategic marketing objectives. Industry experience includes Financial Services (mortgage, credit cards, debt, and investment services), Healthcare (pharmaceuticals, medical studies, health insurance), Education, and Insurance (auto, home, life, medicare, and warranties) industries. I used my leadership and growth marketing skills to scale three customer acquisition platforms into category leaders and lead a fourth to record revenues (see below). Digital Media Solutions: Led Brand Performance business unit to record revenue of $157M in 2021. Lifescript, Inc: Nearly doubled revenue to $35.6M during my tenure. LowerMyBills.com: Generated product innovations that drove revenue from $100M to $220M in 18 months. ClassesUSA.com - Executed business transformation strategy that tripled annual revenue run-rate in 12 months to $90M. My core competencies include: • Growth strategy. • Growth marketing. • Business Development and Sales. • Performance marketing. • Customer acquisition for lead generation, e-commerce, call center, email list, a visitor traffic. • Direct-to-consumer (D2C) AND business-to-consumer (B2C) marketing. • Conversion rate optimization. • Business modeling. • Marketing analytics. • Business Intelligence data collection. • Competitive analysis, benchmarking, and SWOT analysis. • Implementing continuous optimization and innovation workflows. • Paid media advertising (social, search, affiliate, display, native, co-registration, email, and partnerships). • Content sites for SEO and customer acquisition. • Marketing automation. • Email marketing, retention, and nurturing. • Landing page optimization. • UI (user interface) and UX (user experience) optimization and innovation. • Optimizing CAC (customer acquisition cost), ROI (return on investment), ROAS (return on ad spend), and LTV (lifetime value). • Leading, managing, coaching, aligning, and inspiring teams. • Executive & board presentations. • Budgeting, forecasting, and managing AR (accounts receivables), AP (accounts payables), and SOX-compliant financial reporting jointly with finance leadership.