—SVP, Growth & Revenue · Memoria Holdings
I'm building
Cremation Club.
NationwideMembership-basedCremation preplanning
Cremation Club is a membership that lets families lock in a cremation ahead of time for a monthly fee instead of a lump-sum contract. I've run its growth from the first ad to a live, revenue-generating business: paid acquisition, funnel and checkout, server-side measurement and attribution, lifecycle, and the AI voice and chat agents that let a small team serve families nationwide.
I got here as a founder. Memoria Holdings acquired Obituare, the obituary platform I started in 2014, and in 2024 I joined full time to build what came next. Before that: Pipedrive, eHealth, JustAnswer, and an earlier exit, Lionseek, acquired by VerticalScope in 2016.
Two-time founder · both companies acquired
01 — Cremation Club
Planning a cremation ahead of time used to mean a sales visit and a lump-sum contract. Cremation Club makes it a membership: a small monthly fee locks in a guaranteed rate with licensed providers nationwide, and when the time comes, one call handles the rest.
What it is
- Membership-based cremation preplanning: a monthly fee locks in a guaranteed rate, instead of a lump-sum pre-need contract.
- A nationwide network of licensed partner funeral homes and crematories, with the group's buying power passed through to members.
- Built by the team behind Funeralocity, the funeral price-comparison site founded in 2015. Based in Raleigh, North Carolina.
- BBB accredited with an A+ rating since 2024.
What I own
- Took it from idea to a live, revenue-generating business, owning offer validation, demand generation, funnel design, conversion, analytics and the supporting systems from day one.
- Paid acquisition and creative testing across Meta, Google and CTV, in a sensitive, restricted ad category.
- Server-side tracking, attribution, data pipelines and the reporting that decisions run on.
- Lifecycle and retention: cart recovery, lead nurture, re-engagement, segmentation.
- AI-assisted voice, chat and messaging workflows, with people kept on the judgment calls.
- Custom internal tools that speed up testing, automation and day-to-day operations.
02 — How I run growth
One loop, repeated until the number moves.
01
Observe & diagnose
Work inside the team and the data until I know exactly where revenue is being lost.
02
Instrument
Fix the tracking first, so every decision after it runs on real numbers.
03
Build & automate
Ship the system, then hand the repetitive work to AI agents. People keep the judgment calls.
04
Evaluate & refine
Test every output against real cases, then tighten it until quality holds and costs drop.
05
Monitor & compound
Watch it run, keep improving it, and find the next thing worth building.
…and the loop runs again from 01
03 — Track record
Twenty-five years of moving the number.
0→1
idea to live revenue — the business I'm building now
Cremation Club (Memoria Holdings) · 2024–present
Took it from idea to a live, revenue-generating membership business. Built the server-side measurement, the CDP, and the ML decision layer that now steer acquisition. Shipped a production AI voice agent for cart recovery. Found and fixed the checkout failure that had silently killed an acquisition channel.
#1
non-gov organic program in U.S. Medicare
eHealth
Built the #1 non-government organic program in U.S. Medicare and health insurance. ~50% YoY organic growth in visitors and revenue, sustained for years.
+$100K/mo
attributed to organic
JustAnswer
Grew a Quantcast top-150 U.S. site. +$100K/mo attributed to organic. +39% per-visit-value and +450% ad revenue via multivariate testing.
6
global teams led across US & Europe
Pipedrive
Global Head of Search Experience & Content. Led six teams across the US and Europe.
2
companies founded → acquired
Two companies founded and acquired
Lionseek (acquired by VerticalScope, 2016) · Obituare (acquired by Memoria Holdings, 2023).
04 — In their words
Operators and leaders I've built alongside.
Verbatim, from public LinkedIn recommendations — CEOs, a head of engineering, growth VPs — on how I work and what I deliver.
He is very smart, analytical and detailed. Tom takes great pride in delivering results against his commitments and is willing to take on big challenges.
I am particularly impressed with the results he is able to both forecast and deliver. Such confidence can only come from deep understanding of the subject area.
It's rare to work with someone who can instantly see the big picture, zero-in on important, measurable tasks and then prioritize and move forward with military-like precision.
It's hard to find a better cross-functional partner than Tom. From tactical execution to seeking out new tools that benefit multiple departments, he's been instrumental in several of my marketing projects.
Tom makes everyone around him smarter and more productive. His knowledge of emerging trends in the online space is unsurpassed. His focus on metrics, maximizing revenues, and ROI is only matched by his good natured personality.
05 — Career
- 2024–presentSVP, Growth & Revenue — Memoria Holdings (Cremation Club · Obituare · Funeralocity)
- 2021–2024Global Head of Search Experience & Content — Pipedrive
- 2019–2020VP of Marketing, SEO — eHealth
- 2014–2023Founder — Obituare (acquired by Memoria Holdings, 2023)
- 2012–2016Founder — Lionseek (acquired by VerticalScope, 2016)
- 2011–2019Director of SEO — eHealth
- 2010–2012CTO — Resonate Social Media
- 2008–2010Manager, SEO & Display — JustAnswer
Two companies founded along the way, both acquired. The full history is on LinkedIn →
06 — What I cover
Four capabilities that build on each other.
Growth & acquisition
Paid (Meta, Google, CTV), CRO, multivariate testing, SEO at scale.
Measurement & data
First-party + server-side tracking (GTM, CAPI), GA4/BigQuery, attribution, composable CDP.
Conversion, lifecycle & conversations
SMS/email journeys, cart recovery, AI voice/chat agents.
The multiplier: AI & operating systems
Agent teams, automation, evals, custom internal tools. At Cremation Club the repetitive work runs on AI; people keep the judgment calls.
07 — Get in touch
Reach me directly.
LinkedIn is the fastest way to find me; the form works too. If you run a funeral home or crematory and want to talk about working with Cremation Club, I'm glad to connect.
Prefer email? tom@tomkazarian.com