Hi, I'm Tom Kazarian

Growth + revenue operator building scalable systems (AI where it helps, judgment where it matters).

I currently lead growth, technology, and revenue initiatives at Memoria Holdings, where I’m responsible for scaling Cremation Club and related platforms.

My focus includes demand generation, paid acquisition, experimentation, analytics, AI-assisted systems, and the supporting infrastructure required to operate at scale.

I build and run growth systems that turn messy inputs into durable revenue.

My work sits at the intersection of acquisition, conversion, automation, and data. In practice, that means designing end-to-end systems that scale — not just launching campaigns or chasing short-term wins.

Over the years, I’ve led growth at large portfolio companies, founded and built platforms, and owned outcomes across organic, paid, lifecycle, and analytics. Earlier in my career, I built deep expertise in search and content, which shaped how I think about user intent, compounding growth, and systems that hold up over time.

Today, my focus is on reducing CAC, increasing LTV, and building feedback-driven systems that support sustainable revenue. I’m comfortable operating across strategy and execution — whether that’s designing funnels, fixing measurement, pressure-testing assumptions, or getting hands-on when something needs to ship.

I care a lot about the experience end-to-end. Rankings don’t matter if the journey doesn’t convert. That mindset carries through everything I build — from acquisition to retention.

I was born and raised in San Francisco and now split my time between scaling businesses and coaching my kids’ basketball teams. If you’re working on something ambitious and care about doing it right, I’m always open to a conversation.

I’ve founded and scaled platforms, including a search engine (Lionseek) and Obituare.com, which was acquired by Memoria Holdings.

Founder
Started: 2014
Sold to Memoria Holdings: 2023

Obituare.com was created as an alternative to Facebook obituary announcements or paid announcements in the newspaper.

The website is powered by organic traffic.

The site's purpose is to help users create an obituary that better honors their loved ones and celebrates their lives.

Highlights:

• Creation of Online Obituaries: Enables users to create and publish obituaries online, providing a platform to share the story and legacy of the deceased.
• Fundraising Campaigns: Users can initiate fundraisers to help cover funeral costs, support the deceased's family, or donate to charitable causes in their memory.
• Purchase Flowers and Trees: Visitors can pay to have a physical tree planted or flowers mailed to a physical location in honor of a loved one.
• Ease of Sharing: Obituaries can be easily shared with friends, family, and others through social media, email, and other platforms, ensuring that the memory of the loved one reaches all who knew them.
• Personalized Experience: The site offers a guided and comforting experience for users creating obituaries, tailored to help them through their emotional journey during times of loss. Leveraging a combination of prompting and AI to help the process.
• Template and Guidance: Provides templates and guidance for writing obituaries, helping users articulate their thoughts and feelings during a challenging time.

Growth & Marketing Strategy
• SEO / SXO (Search Experience Optimization)
• Conversion Rate Optimization (CRO)
• Funnel Design & Offer Testing
• Organic + Paid Channel Integration
• Affiliate & Partnership Strategy (Impact.com, ShareASale)

Performance Marketing
• Meta (Facebook/Instagram) & Google Ads
• Connected TV (CTV) Campaigns
• Audience Segmentation & Targeting
• Retargeting / Exclusions / Lookalikes
• Ad Creative Development (Static, Video, Lead Forms)

Lifecycle Marketing & CRM
• CRM Migrations (HubSpot → Go High Level)
• Twilio A2P 10DLC Setup
• Email + SMS Nurture Flows
• Cart Abandonment & Lead Recovery
• Lead Scoring / Visit Scoring

Data & Attribution
• Server-Side Tracking & 1st-Party Cookies
• BigQuery Data Streaming
• GA4 + Looker Studio Dashboards
• Offline Conversion Tracking
• Attribution Auditing & Forecasting

AI + Automation
• AI-Powered Targeting & Content Generation
• Predictive Lead Routing / Telephony Agents
• Workflow & Campaign Automation (Make.com, Webhooks)
• GPT-Enabled Internal Tools

Content & Communication
• Content Strategy & Optimization
• A/B + Multivariate Testing
• International / Multi-language SEO
• Messaging Across Customer Stages
• Cross-Functional Communication

Tools & Platforms
• GA4 / Adobe Analytics
• GTM / Stape
• BigQuery
• Meta Ads
• Google Ads
• Go High Level
• Hubspot
• Looker Studio
• Figma
• Make
• Canva
• Twilio
• Unbounce
• Launch Darkly

Founder
Started: 2012
Sold to VerticalScope: 2016

The main goal of Lionseek is to make the buying and selling process of private sales more efficient by organizing the fragmented sales activity across multiple forums/websites and presenting the most important information upfront to the user.

The product categories focused on those that had dedicated enthusiast forums like luxury watches, collectible cars, rare sneakers, etc. These products were listed for sale on member-only bulletin boards and communities. 

Lionseek crawled these communities every minute and used Stanford’s NLP toolkit to help in the parsing of content to identify price changes, if items were sold, retail values, product brand, and model, and extract the image.

The website was powered by organic traffic.

Highlights:

Custom Crawlers and Parsers: Custom web crawlers and parsers starting with XPath and then moving towards a combination with BeautifulSoup and Stanford’s NLP.
Fast and Stable: The system architecture was built in a way to allow simultaneous crawling and parsing which was separate from the public frontend (and database). This allowed for a stable/fast/modular/uninterrupted service.
Multiple Source Aggregation: Combined the listing information from all products for sale in the top communities for each of the various product categories.
Alerting and Organization: Users can search, filter, and subscribe to get notified of new listings and price changes.
Revenue through advertising units: The site was free to use and the revenue was powered by dedicated advertising slots. A backend was built to allow manual posting of product listings and included the ability to highlight the posting for a fee.

SVP of Growth
Memoria Holdings Inc.
2024-Present

I lead growth across Memoria Holdings’ portfolio of end-of-life services, which includes Obituare.com (online obituaries), Funeralocity.com (price transparency and funeral home comparison), and Cremation Club, a new direct-to-consumer cremation service I helped launch from scratch.

My role spans both strategy and execution — I’m hands-on across paid acquisition, analytics, CRM, and marketing infrastructure.

What I’ve been doing:

• Cremation Club Launch:
  Took the idea from zero to live business. Validated market demand through paid traffic, tested initial offers, and scaled what worked.

• Paid Acquisition Focus:
  Shifted our growth approach to focus on performance marketing — Meta, Google Ads, CTV. Built and optimized all campaigns, landing pages, lead forms, and ad creatives (static, video, animated). Targeted sensitive/restricted categories while maintaining compliance.

• Tracking + Analytics:
  Set up server-side tracking, 1st-party cookies, BigQuery pipelines, and Looker Studio dashboards. Tracked CAC, LTV, lead quality, and conversion paths across all properties.

• CRM Overhaul:
  Migrated from HubSpot to Go High Level. Integrated Twilio’s A2P 10DLC, built SMS/email flows, automated lead nurture, and set up abandonment/reengagement sequences. Created segments and exclusions to improve efficiency.

• AI + Automation:
  Used AI for targeting assistance, offline conversion mapping, scoring leads/visits, and building prototype telephonic agents.

• Affiliate + Partnerships:
  Rolled out programs through Impact.com and ShareASale. Managed cross-site promotions across the Memoria portfolio.

Across all properties, I act as an individual contributor and systems builder — combining technical and marketing work to drive results without needing a big team.

Global Head of Search Experience & Content
Pipedrive Inc.
2021-2024

As the Global Head of Search Experience and Content at Pipedrive Inc., I was responsible for the Organic channel's performance and managed the following teams spread across Europe and the US: Technical SEO, Content, Community, Online Video Academy, Web Publishing, and Localization. 

The focus was to create and implement scalable content strategies that elevated both search engine presence and the overall customer experience.

From setting Annual Operating Plan (AOP) forecasts to predicting the impact of various initiatives, I relied heavily on data analytics to inform and guide our strategies. This was not just about interpreting numbers but also about understanding the narratives they revealed, so that decisions could be rationalized with data as best as possible.

Working remotely and creating multi-language content, I honed my skills in cross-cultural communication ensuring our content was not just discoverable but memorable and influential.

We focused on a synergy with Product, Paid Marketing, Engineering, and Custom Service.  Together, we built enduring campaigns, driving not just immediate results but long-term success. 

What truly marked my time at Pipedrive, however, was the growth and development of my team. Mentoring and collaborating with them transformed our brainstorming sessions into dynamic workshops.

Founder
FalconEyes LLC
2021-Present

I’m the sole proprietor of FalconEyes LLC - a digital marketing consultancy that provides audits and actionable roadmaps for enterprises. The most common projects are 6-month roadmaps including estimated incremental business impacts. FalconEyes works closely with Private Equity firms.

VP of Marketing, Search Engine Optimization & Content
eHealth Inc
2012-2020

Oversaw all search engine optimization efforts for the #1 health insurance site in the US - eHealthInsurance.com as well as the Medicare properties Medicare.com, eHealthMedicare.com, and PlanPrescriber.com.

Reached the top organic share of voice/visibility vs. all other non-government Medicare websites - i.e. the most dominant SEO program in the industry for Medicare, Health Insurance, Dental Insurance, and Vision Insurance.

Heavy focus on marketing analytics and using the data to pave the way for more intelligent and strategic decisions.

Some Notable Highlights include:
✔ SEO became the largest channels for traffic and revenue of the Company
✔ SEO share of voice for ehealth: #1 non-government site for Medicare, #1 non-government 'health insurance' site, #1 for 'dental insurance' , #2 for 'vision insurance', #1 for 'small business health insurance'
✔ Year-over-Year: Average Annual Growth Rate for Organic Visitors: +50%
✔ Year-over-Year: Average Annual Growth Rate for Organic 'Submissions' (Revenue): +50%

Responsibilities include:

• Development, rationale, execution, and prioritization of the SEO strategies for multiple domains/industries including: Health Insurance, Dental Insurance, Vision Insurance, Short Term Health Insurance, Small Business Health Insurance, and Medicare.

• Quality and accessible content creation and marketing, information architecture, social media, and linkbuidling campaigns.

• Tracking/analytics for the SEO department impact against business goals and KPIs; tracking and analysis via internal in-house data/SQL/Qlikview, Omniture Discover/SiteCatalyst, Google Analytics, Authority Labs

• SEO forecast modeling (typically simple seasonal) and competitive/gap/opportunity analysis; expertise with Compete, Alexa, SEMRush, Ahrefs, ClearScope AI

• Education/presentations of SEO best practices and recent results with other departments and to the executive staff

Expertise in Conversion Rate Optimization (CRO) via on-SERP, layout, component, and copy testing

Chief Technology Officer
Resonate Social Media
2010-2012

Developed and implemented the SEO and SEM campaigns for clients of Resonate Social Media. During this time, I also served as the head of product and technical lead for SocialSee.com – Resonate’s social media analytics platform.

Specific clients and projects include:
• Slime (Slime.com) : Rebuilt and converted website to a new CMS, SEO, social media campaigns
• Clover Stornetta Farms (CloverStornetta.com): SEO, SEM, social media campaigns, and site redesign
• Mollie Stone’s Markets – (MollieStones.com): Site rebuild, Email Marketing, and SEO
• YumNuts – (YumNutsNaturals.com): SEO and multivariate testing of their purchase funnel
• Cartelligent – (Cartelligent.com) : SEM campaign management

*Many more projects available upon request

Expertise in: website development, system administration (LAMP/LEMP Stacks), CPC/CPM campaigns, email campaigns (Sendgrid/Mailgun/Mail Chimp), search engine optimization (SEO), conversion rate optimization (Omniture Test & Target / Optimizely / Google Website Optimizer), and establishing and maintaining metric reports.

Manager of SEO & Display Advertisements
JustAnswer
September 2008-March 2010

Exclusively responsible for all organic traffic projects, SEO (search engine optimization), Google Analytics deployment/configuration, and ad management for a website ranked by Quantcast to be among the Top 150 most trafficked sites in the United States. (The day I started working at JustAnswer it ranked 403rd in the US by Quantcast)

Notable accomplishments from 2008-2010
• Significant increase in traffic (publicly available Quantcast screenshot attached)
• $100,000/month increase attributed to organic traffic
• 39% increase in per-visit-value via multivariate testing with over 40 different landing page layouts.
• 450% increase in total advertisement revenue from via multivariate testing, increasing CTRs, and tuning of Google Ad Manager (Doubleclick)

My inbox is always open, you can contact me with the contact form here and I'll get right back to you!