Senior Director, Demand Generation Resume


Joaquin Garner Senior Director, Demand Generation 303-555-7314 joaquin.garner@example.com linkedin.com/example/joaquingarner Denver, CO 80206 STRENGTHS Channel scaling Launched partner and paid media pilots with clear economics, readiness checks, and evidence based decisions that guided expansion. Forecasting discipline Built scenarios linking spend, leads, conversion, capacity, and ROAS, giving executives a practical view of investment choices. Cross team leadership Aligned analytics, decision science, Product, vendors, and channel owners around shared growth priorities; people sought clarity early. Experimentation Turned scattered tests into repeatable playbooks with hypotheses and review rituals; useful learning stayed in daily operations. Partner governance Used scorecards and business reviews to improve vendor accountability, resolve issues, and keep acquisition work moving. SKILLS Demand Generation Performance Marketing Growth Strategy Personal Lines Insurance Multi Channel Acquisition Channel Scaling Experimentation Test and Learn Demand Forecasting Scenario Planning ROAS Budget Allocation Funnel Analysis Cohort Analysis Lead Scoring LANGUAGES English Native 40 Spanish Intermediate 20 MY CAREER SUMMARY Senior demand generation and performance marketing leader with 14 years of experience guiding personal lines insurance acquisition, cross channel growth portfolios, experimentation, forecasting, and marketing investment decisions. Leads managers and individual contributors while aligning channel owners, vendors, analytics, decision science, and Product partners around measurable growth goals. Built operating systems connecting spend, lead volume, conversion, partner capacity, and ROAS, giving executives a clearer basis for scale versus efficiency decisions. Launches acquisition channels through structured pilots, success criteria, performance diagnostics, and repeatable playbooks. Uses funnel and cohort analysis to improve targeting, segmentation, lead scoring, routing, bidding, and marketing user experiences. Ready to help a growth focused insurance organization convert customer insight into disciplined investment, stronger partner performance, and sustainable acquisition. EXPERIENCE Director, Growth Marketing Crestline Insurance Marketplace January 2023 - Present Denver, CO Leads a personal lines insurance acquisition portfolio across paid search, social, affiliate, comparison, and partner channels. Manages channel leaders, vendors, investment priorities, experimentation, forecasting, and Product collaboration while giving executives practical guidance on growth and efficiency. Built quarterly demand scenarios connecting spend, leads, conversion, capacity, and ROAS for executive planning. Established test and learn governance with hypotheses, success criteria, reviews, and documented scale decisions. Refined segmentation, lead scoring, routing, and bidding logic with analytics and decision science partners. Guided quote flow and landing page tests using funnel evidence to prioritize conversion improvements. Governed agency and technology vendors through pacing reviews, diagnostics, and coaching for direct reports. Created channel playbooks that converted successful pilots into repeatable operating practices for growth teams. Senior Manager, Performance Marketing Aspen Ridge Assurance March 2020 - December 2022 Boulder, CO Directed performance marketing for auto and homeowners insurance acquisition, coordinating channel strategy with underwriting, analytics, Product, and distribution stakeholders. Managed marketers, partner launches, forecasting, cohort reviews, vendor governance, and investment decisions across a growing portfolio. Launched partner and paid media sources through staged pilots with economics, capacity, and measurement plans. Developed forecasting models linking cost, lead quality, conversion, and policy outcomes during annual planning. Introduced cohort reviews that separated lead volume from downstream conversion quality for channel decisions. Standardized vendor scorecards around delivery, testing commitments, economics, and issue resolution across partners. Managed performance marketers responsible for campaign execution, reporting, testing, and optimization across acquisition channels. Coordinated underwriting, analytics, Product, and distribution stakeholders through complex channel planning projects. Growth Marketing Manager Summit Mutual Digital June 2016 - February 2020 Fort Collins, CO Managed digital acquisition initiatives supporting personal lines insurance growth, with ownership of channel planning, campaign economics, reporting, vendor evaluation, and performance improvement. Translated media and funnel evidence into practical recommendations for leadership and channel teams. Designed recurring creative, audience, landing page, and bidding tests with reusable learning documentation. Improved segmentation and lead quality reporting by connecting media metrics with quote conversion outcomes. Built pacing routines that surfaced overspend, underdelivery, and conversion shifts early for channel teams. Evaluated vendors using traffic quality, economics, operational fit, and measurement readiness before onboarding. Presented funnel trends, channel comparisons, and investment scenarios as practical allocation recommendations for leaders. Supported partner acquisition growth by aligning campaign economics with customer and distribution priorities. Performance Marketing Specialist Frontier Consumer Analytics September 2012 - May 2016 Aurora, CO Executed customer acquisition campaigns for financial services and insurance clients, building expertise in paid media, lead generation, reporting, testing, pacing, vendor assessment, and funnel analysis. Supported account leaders with clear evidence about source quality and acquisition economics. Built reporting connecting media spend and lead volume with downstream conversion signals for account leaders. Conducted audience and placement tests across digital channels, applying successful findings to later campaigns. Maintained pacing trackers that exposed performance anomalies before recommending tactical budget adjustments. Compared lead quality, delivery consistency, pricing, and tracking completeness across potential publishers and vendors. Produced recurring funnel analyses that clarified source quality, acquisition economics, and conversion behavior. Supported client projects through reporting, testing coordination, vendor reviews, and performance recommendations. PROJECTS Personal Lines Acquisition Forecasting 2025 Connected marketing spend, lead volume, conversion, partner capacity, and ROAS assumptions in quarterly scenario models, helping leaders compare growth investment choices with efficiency constraints. Cross Channel Experimentation Playbook 2024 Created a reusable operating framework for hypotheses, success criteria, learning reviews, scale decisions, and channel enablement across acquisition pilots. Marketing User Experience Testing 2023 Guided quote flow and landing page experiments with Product partners, using funnel and cohort evidence to prioritize customer conversion improvements. LEADERSHIP & AWARDS Performance Marketing Leadership Forum, Peer Mentor, 2024 to Present Growth Marketing Portfolio Leadership Recognition, Crestline Insurance Marketplace, 2025 Channel Innovation Recognition, Aspen Ridge Assurance, 2022 EDUCATION Bachelor's Degree in Marketing Colorado State University GPA: 3.5 2012 Fort Collins, CO Coursework: Marketing strategy, Consumer behavior, Marketing analytics, Digital advertising CERTIFICATIONS Google Analytics Certification 2025 Performance Marketing Leadership Certificate 2024 TECHNICAL SKILLS Acquisition Channels: Paid Search, Social Media, Affiliate Marketing Insurance Marketing: Personal Lines, Auto Insurance, Homeowners Insurance Analytics Methods: Funnel Analysis, Cohort Analysis, Performance Diagnostics Audience Strategy: Targeting, Segmentation, Lead Scoring Decision Systems: Routing Logic, Bidding Logic, Conversion Modeling Forecasting Models: Demand Forecasting, Scenario Planning, ROAS Modeling Experimentation: Test and Learn, Pilot Design, Success Criteria Budget Management: Budget Allocation, Budget Pacing, Investment Planning Partner Management: Vendor Management, Lead Sources, Partner Capacity Marketing Experience: Quote Flow Testing, Landing Page Testing, Conversion Optimization Reporting Tools: Performance Reporting, Executive Dashboards, Channel Scorecards Project Delivery: Project Management, Operating Documentation, Enablement Materials SKILLS Demand Generation Performance Marketing Growth Strategy Personal Lines Insurance Multi Channel Acquisition Channel Scaling Experimentation Test and Learn Demand Forecasting Scenario Planning ROAS Budget Allocation Funnel Analysis Cohort Analysis Lead Scoring PROFESSIONAL AFFILIATIONS Performance Marketing Leadership Forum, Peer Mentor, 2024 to Present Insurance Marketing Association, Member, 2021 to Present Denver Marketing Analytics Network, Member, 2018 to Present LANGUAGES English (Native) Spanish (Intermediate) ADDITIONAL INFORMATION Work Status : Authorized to work in United States. No sponsorship required. ADDITIONAL INFORMATION Work Status : Authorized to work in United States. No sponsorship required. REFERENCES AVAILABLE ON REQUEST