Senior Performance Marketing Leader (B2C)

Dustin Welch, MBA

*************@*****.*** • 253-***-**** • linkedin.com/in/dustin-welch • Austin, TX PROFESSIONAL SUMMARY

Senior paid digital leader with 10+ years driving full-funnel demand generation across paid search, paid social, display, YouTube, and CTV for high-consideration B2C markets. Proven track record managing budgets exceeding $18M, reducing customer acquisition costs, and scaling channels that directly impact revenue. Deep experience in complex B2C categories — consumer insurance (dental, vision, life), residential solar, and whole-home energy — where trust-building, long sales cycles, and customer education define the acquisition challenge. Expert at building business cases for channel investment, managing agency partnerships, and translating performance data into executive-ready strategy. Veteran leader with 20 years of military service — mission clarity and operational rigor are foundational to every engagement. CORE COMPETENCIES

Paid Search (Google Ads / Bing Ads) • Paid Social (Meta, Reddit, Emerging Platforms) • YouTube & CTV/OTT (Vibe.co) Full-Funnel Performance Management • Budget & CAC Optimization • Agency Management & Accountability Demand Generation Strategy • Executive Reporting & Business Cases • A/B Testing & CRO Forecasting & Predictive Modeling • Marketing Operations Partnership • Cross-Functional Team Leadership PROFESSIONAL EXPERIENCE

Head of Performance Marketing January 2026 – Present Freedom Power Austin, TX

• Reduced customer acquisition cost (CAC) by 20% while growing lead volume and improving lead quality for residential solar and whole-home energy solutions — a high-consideration B2C purchase — through optimized paid search and paid social campaigns across Google Ads and Meta.

• Launched YouTube and CTV campaigns via Vibe.co, expanding upper-funnel brand awareness and demand creation beyond search-intent channels.

• Built and launched net-new demand generation channels including Reddit advertising and direct mail, diversifying the acquisition mix and expanding addressable audience reach.

• Designed and implemented lifecycle marketing programs to increase customer lifetime value (LTV), strengthening retention metrics and downstream revenue contribution.

• Managed integrated paid media programs with full budget ownership, ensuring consistent performance against acquisition efficiency targets and quarterly revenue goals.

VP – Growth Marketing 2018 – 2025

Association Member Benefits Advisors (AMBA) Austin, TX (Remote)

• Managed an $18M paid digital marketing budget with full P&L accountability, delivering executive-level budget presentations and performance reporting to C-suite and board; consistently achieved ROI improvement of 21% annually.

• Led paid search strategy across Google Ads and Bing Ads for a portfolio of high-consideration B2C insurance products — dental, vision, life, and supplemental coverage — achieving a 40% click-through rate and 50% reduction in cost per acquisition, sustained over a multi-year period.

• Boosted year-over-year sales growth by 20% by transitioning marketing investment from direct mail to a 70% digital-first model, expanding paid search, display, social, and emerging channels.

• Built a compelling business case for digital channel expansion that secured sustained budget investment; elevated customer acquisition by 20% in year one through audience research and competitive analysis.

• Increased conversion rates by 30% YoY for three consecutive years through disciplined A/B testing on ad creatives, landing pages, and audience targeting — partnering with creative and operations teams throughout.

• Improved brand awareness and customer engagement by 30% through integrated cross-functional campaigns spanning paid, organic, email, and direct mail — coordinating across marketing operations, sales, and legal.

• Generated an additional $1M+ annual revenue stream by identifying and launching into new market segments, backed by full-funnel performance analysis and demand forecasting. Organizational Development Manager 2016 – 2018

Gensco Inc. Tacoma, WA

• Supported 300+ B2B clients in achieving new revenue targets through SEO and social media consulting, driving measurable lead generation improvements.

• Facilitated a 15% increase in sales within the first six months through a global sales training program that significantly outperformed non-participant growth rates.

MILITARY EXPERIENCE

Platoon Leader – Army National Guard, Fort Cavazos, TX 2016-present Operations Chief – United States Marine Corps, Twentynine Palms, CA 2006-2015 EDUCATION

Master of Business Administration, Data Analysis & Digital Marketing – University of Illinois, Urbana-Champaign Bachelor of Arts, Law & Society – Pennsylvania State University CERTIFICATIONS

Google Analytics Certified • Reddit Ads Advanced • Association for Talent Development Member • Military Officers Association of America

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