At Barstool Sports, a household name in the lifestyle and media industry, I helped streamline and scale their advertising strategy. The challenge was managing six unique business units under the Barstool umbrella, each with aggressive growth goals and a reliance on real-time, trend-driven marketing to capitalize on pop culture and sports moments. The Challenge Barstool’s sprawling structure and rapidly evolving brand presented unique challenges: - Aligning individual business unit strategies while maintaining brand cohesion. - Organizing large-scale advertising accounts to find winning campaigns. - Scaling advertising efforts with modern campaign structures while maintaining efficiency. - Capitalizing on trending cultural and sports moments to drive spikes in engagement and revenue. The Solution I implemented a robust advertising structure to address these challenges: - Account Organization: Consolidated and structured accounts to support scalability, enabling more efficient performance tracking and management across all business units. - Creative Testing on Meta: Developed a systematic creative-testing process to identify high-performing assets. Leveraged Advantage+ Shopping campaigns to maximize returns using Barstool’s extensive product catalog. - Alpha-Beta Structure on Google: Built campaigns using the Alpha-Beta model, allowing for rigorous testing and optimization before scaling successful strategies. - Modern Campaign Types: Migrated winning strategies into the latest campaign formats, including Performance Max campaigns on Google, ensuring algorithmic advantages for scaling. - Trend-Driven Creative Production: Developed pop-culture-inspired creative assets that resonated with Barstool’s audience, driving spikes in performance during key moments in sports and media. Key Metrics & Results The partnership yielded remarkable results for Barstool Sports: - Meta Advertising: Achieved a 405% year-over-year return on ad spend (ROAS). - Google Advertising: Delivered a 545% year-over-year ROAS. - Scalable Campaign Foundations: Established a creative-driven campaign structure that enabled consistent growth across all platforms. - Revenue Growth: The combination of modern advertising techniques and impactful creative assets significantly boosted Barstool’s total revenue. Biggest Impact The systematic approach to creative testing, coupled with optimized campaign structures and trend-driven creative production, enabled Barstool Sports to scale their advertising efforts efficiently and effectively. By combining automation-friendly strategies with data-informed creative, I helped Barstool Sports exceed growth targets and strengthen their position as a leader in the lifestyle and media industry.

At Homefield Apparel, a standout brand in the competitive college apparel industry, I helped scale their Meta and Google Ads efforts efficiently while maintaining profitability. Their goal was to optimize existing campaigns and expand their reach to drive substantial revenue growth. The Challenge Homefield faced several key challenges: - Stagnation in Google Ads performance, with a 3X ROAS that needed improvement to support scalable growth. - A hyper-segmented Google Shopping campaign structure that limited optimization opportunities. - Fierce competition in the apparel market, requiring innovative strategies to stand out and engage customers effectively. The Solution I implemented a comprehensive advertising strategy to address these challenges: 1. Upgraded to Performance Max Campaigns: Transitioned Google Shopping campaigns to Google’s newest Performance Max format, allowing for better automation and algorithmic optimization. The consolidation of campaigns also enabled more efficient use of purchase data. 2. Search Campaign Expansion: Identified high-performing search terms from historical data and built dedicated campaigns around them, driving revenue growth and scalability. 3. Incremental Revenue via Meta Ads: Once Google Ads revenue dramatically increased, efforts expanded to Meta, leveraging strong video and UGC (user-generated content) Key Metrics & Results The results of this collaboration were remarkable: - Google Revenue Growth: Achieved a 504% year-over-year increase in Google Ads revenue. - Total Revenue Growth: Increased total revenue by 77% year-over-year, driven by a combination of Google and Meta strategies. - Efficient Scaling: Consolidated and optimized campaigns, resulting in significant performance improvements across all advertising channels. Biggest Impact By leveraging modern campaign types like Performance Max and applying data-driven creative strategies, I helped Homefield Apparel achieve exceptional growth in a competitive market. This systematic approach not only improved efficiency but also set a strong foundation for sustainable revenue expansion.