What If Customer Acquisition Cost Isn’t the Goal—But the Starting Point?
Customer Acquisition Cost is usually treated as the finish line. What if it’s actually the starting point for smarter growth decisions?
Growth & Analytics
Author name: Kevin Farley
Kevin Farley is a marketing and growth executive with more than 20 years of experience leading brand, digital, analytics, and experience functions across financial services, technology, and regulated industries. Most recently, Kevin served as Vice President of Marketing at United Heritage Credit Union, where he oversaw marketing, business analytics, member experience, employee engagement, and the organization’s charitable foundation. Under his leadership, the organization strengthened brand visibility, improved engagement metrics, and advanced data-driven growth strategies across multiple business lines. Throughout his career, Kevin has built and scaled high-performing teams, modernized marketing technology stacks, and implemented analytics frameworks that connect brand investment to measurable revenue outcomes. His background includes work with enterprise brands such as Dell, Hertz, Sara Lee, 7-Eleven, TD Ameritrade, and GlaxoSmithKline, as well as deep experience within the credit union and fintech ecosystem. Kevin is also researching AI-powered Generative Engine Optimization (GEO) capabilities that helps organizations measure and improve their AI search readiness, discoverability, and digital authority. His work blends marketing strategy, data science, and practical execution to help institutions compete in an increasingly AI-driven landscape. He is passionate about building systems that drive measurable growth, strengthening community institutions, and helping organizations align brand, technology, and experience to create lasting impact.
