Andrew Scarella

About Andrew Scarella

I build high-performance acquisition engines that turn Paid Media into predictable, revenue-generating pipeline.With a deep background in managing paid search, social, and display, I specialize in a \"full-funnel\" approach to growth. I don\'t just optimize for clicks—I optimize for Revenue. My expertise lies in building closed-loop systems, specifically leveraging Offline Conversion Tracking (OCT) to feed bottom-funnel CRM data back into ad platforms. This ensures that bidding algorithms are optimized for actual pipeline value rather than just lead volume.Throughout my career—spanning B2B SaaS, Pharma, and high-growth startups—I’ve learned that a campaign fails if the creative and the funnel don’t speak to the user’s intent. By combining high-level demand generation strategy with granular technical execution—including server-side GTM and advanced attribution—I lead iterative, data-backed testing frameworks that consistently lower CAC and drive higher lead quality.Core Competencies & Technical Stack:Paid Acquisition: Google Ads (Search/Display/PMax), LinkedIn Ads (ABM), Meta Ads.Demand Gen Strategy: Full-funnel conversion optimization, lead-to-opportunity attribution, and CRM alignment.Technical Suite: Salesforce, HubSpot/Marketo, GA4, Looker Studio, 6sense, and Google Tag Manager. Expert in building full-funnel tracking ecosystems—from CRM conversion goal architecture to syncing offline conversion data back to ad platforms to optimize for high-intent lead generation.Strategy: Scaling budgets, managing cross-functional creative feedback loops, and optimizing for high-intent pipeline.Educational Foundation:M.S. in Digital Marketing and Design, Brandeis UniversityB.A. in New Media, Emerson CollegeI believe Paid Media is the heartbeat of B2B marketing. I am passionate about scaling budgets, lowering CPA, and proving the direct impact of paid channels on bottom-line business growth.

Experience

1. Demand Generation Manager

   Instinct Science

   Feb 2025 — Present · Philadelphia, PA, US

   Evolved from a performance-focused Growth Manager to a Demand Generation Manager, scaling full-funnel acquisition strategy while maintaining oversight of a $15k/month paid media budget. Spearheaded a collaborative content framework, aligning product and content marketing with performance data to drive high-intent engagement. Orchestrated a multi-channel demand engine—leveraging paid search/social, organic social, email, and strategic partnerships—to consistently deliver monthly leads to the sales development team, significantly increasing MQL-to SQL conversion velocity.

Education

• Emerson College

  B.A, New Media

  1998 — 2002

• Brandeis University

  Master of Science - MS, Digital Marketing and Design

  2018 — 2022

Skills

• After Effects
• Google Analytics
• Photoshop
• Content Strategy
• Marketing Strategy
• Sitecore
• Social Media
• Youtube
• Social Networking
• Social Media Measurement
• Social Media Marketing
• Web Analytics
• New Media
• Twitter
• Powerpoint
• Email Marketing
• E-Commerce
• Digital Marketing
• Microsoft Word
• Html
• Video
• Graphic Design
• Social Marketing
• Online Advertising
• Search Engine Optimization (SEO)
• Pardot
• Online Marketing
• Final Cut Pro
• Content Management
• Microsoft Office
• Digital Strategy
• Editing
• Salesforce.com
• Web Design
• Digital Media
• Writing
• Google Adwords
• Advertising
• Blogging
• Video Editing