Open to opportunities

Todd Butcher

@toddbutcher

Message

Performance marketing and lead generation manager specializing in high-volume insurance and healthcare acquisition.

United States

Message

What I'm looking for

I’m looking for a performance marketing and lead generation leadership role where I can drive high-volume acquisition, optimize CPL/CPA, manage vendors and carrier co-op programs, and continuously improve lead quality through reporting and call review.

I’m a performance marketing and lead generation manager with 15+ years of experience across paid search, paid social, SEO/SEM, affiliate marketing, vendor management, reporting, and cross-functional campaign execution. My strongest background is high-volume insurance and healthcare acquisition, including Health and Medicare lead programs, CPL optimization, and carrier co-op coordination.

I’ve led acquisition programs that generated approximately 1,500–2,000 Health and Medicare leads per day in normal periods, with AEP/OEP peaks reaching 10,000+ leads per day to support a large agent base. I’ve sustained aggressive CPL benchmarks for extended periods—Medicare leads as low as approximately $5 per lead through Facebook and vendor leads around $20 per lead.

Across campaigns, I manage both performance and accountability: tracking CPL, volume, lead quality, and performance trends through reporting, call review, and sales feedback. I’ve coordinated 30–35 lead vendors at a time and supported 50+ carrier relationships, including Cigna, Aetna, Highmark, BCBS, Ambetter, Oscar, and Nationwide.

I also build and optimize the systems behind the results, including architecting Ringba pay-per-call infrastructure for Medicare and U65/ACA verticals (buyer integrations, sub ID taxonomy, STIR/SHAKEN compliance, and routing logic). Along the way, I’ve supported brand and site execution through rebranding efforts and delivered results with paid media spend averaging about $60K per month (peaking over $150K).

Experience

Work history, roles, and key accomplishments

Current

Freelance Digital Marketing Consultant

Current

Independent Clients

Jul 2010 - Present (16 years)

Provided freelance internet marketing support alongside full-time work, including SEO, paid media, website content, analytics, and campaign troubleshooting. Delivered performance-focused digital strategy recommendations while balancing client communication and hands-on execution.

SEO Paid Media Website Content Analytics Digital Strategy

Assistant Marketing Manager

Ideal Concepts, Inc.

Apr 2021 - Apr 2026 (5 years)

Managed paid search and paid social programs across Google Ads, Microsoft Ads, Meta, LinkedIn, and other channels to drive high-volume insurance and healthcare lead generation while meeting CPL benchmarks. Coordinated multiple lead vendors, supported carrier co-op opportunities, helped execute InsureMe and corporate website rebrands, and architected Ringba pay-per-call integrations for Medicare an

Paid Search Paid Social Google Ads Microsoft Ads Meta LinkedIn Ads Lead Generation Affiliate Marketing GA4 Google Tag Manager Vendor Performance Management Call Review Audience Strategy Ringba STIR SHAKEN Duration Volume Based Routing Power BI

Digital Media Specialist

Ideal Concepts, Inc.

Jun 2018 - Apr 2021 (2 years 10 months)

Managed paid media bids, targeting, creative, and campaign execution across Google Ads, Microsoft Ads, Facebook, LinkedIn, and other platforms. Built ROI and CPL/CPA reporting using GA4 and Power BI, led SEO best practices (technical SEO, keyword research, link optimization), and ran landing page and campaign testing including VWO split-testing.

Paid Media Google Ads Microsoft Ads Facebook LinkedIn GA4 Power BI Excel SEO Technical SEO Keyword Research VWO ROI Reporting CPL

SEM/PPC Manager

Yoga International

Jul 2017 - Jun 2018 (11 months)

Managed paid media campaigns across Facebook, Google, and Bing for an online yoga streaming subscription platform, optimizing performance against CPA goals. Built the company’s affiliate program on Commission Junction, growing it to 10–20 affiliates and supporting subscription acquisition.

SEM PPC Paid Media Facebook Ads Google Ads Bing Ads CPA Optimization Landing Pages Ad Copy Optimization Affiliate Marketing Commission Junction

Online Marketing Manager

Revere

Oct 2015 - Jul 2017 (1 year 9 months)

Managed acquisition-focused paid marketing channels including Google Ads, Bing, Facebook Ads, and comparison shopping engines. Led SEO and affiliate marketing programs and coordinated multi-channel campaign execution, optimization, and reporting.

Google Ads Google Bing Facebook Ads SEO Affiliate Marketing Campaign Optimization Reporting

Online Marketing Manager

Sundance Vacations

Feb 2012 - Jul 2013 (1 year 5 months)

Managed online marketing initiatives including SEO, PPC lead generation, social media, and press releases. Supported acquisition for a consumer travel and vacation business through paid search, organic visibility, and digital campaign execution.

SEO PPC Lead Generation Social Media Paid Search Online Marketing

SEO Department Supervisor

Pepperjam

Jul 2008 - Jul 2010 (2 years)

Supervised an SEO department team of 3–5 members and managed department workload and delivery in a client-facing environment. Supported SEO strategy and execution, quality control, and client communication for search initiatives.

SEO Strategy Team Leadership Quality Control Client Communication