Edward C McTernan

Experience

1. Director, Revenue Optimization & Strategy

   SmartAsset

   Jun 2022 — Present

   Lead a team with a focus on maximizing revenue and growing margin across the SmartAdvisor and Financial Products business lines at SmartAsset. The Revenue Optimization & Strategy team is responsible for marketplace health within the SmartAdvisor business line. Marketplace health is a function of maximizing revenue with matching efficiency for available leads (lead gen or supply), and optimizing budget fulfillment with the financial advisor base (demand). Taken together, along with the overarching business objective of maximizing profit, the Revenue Optimization team balances optimal spend - how many leads the company needs to generate in order to hit zero marginal profit each month. The Revenue Optimization team works with stakeholders across the company to identify, vet, prioritize, and track initiatives that support improvement in Variable Marketing Margin (VMM). Growing SmartAdvisor profitably, with a focus on margin is the team\'s overall business mandate. Additional Responsibilities-Establish short and long term strategy to optimize for growth and improve margin -Build path to yield optimization as it relates to lead validation rates, lead matching, advisor budget, and client segmentation -Support the sales & marketing teams in higher-end analytics, including but not limited to churn analytics, BI reporting, account matching set-up optimization, pilots, TAM analysis, etc-Own pricing changes impacting advisors on the CPL model, which includes offering potential discounts to large Enterprise partners -Help shape the company\'s data structure and BI tech stack to ensure immediate access to business KPIs

Education

• Xavier University

  Bachelor's Degree, Economics

  2008 — 2012