Brendan Sardo

• Manage the day to day budgeting & optimization for highest priority sportsbook states, ranging from $1-$10 million monthly budgets.
• Improved ACQ offer switch uploading process by upgrading to account-level tracking, built an internal creative tracker, and streamlined video asset uploading across multiple media channels, resulting in 20+ hours saved for the team in 2024.
• Lead & assist internal team testing opportunities inclusive of player value assessments, ad copy A/B testing, state consolidation, new automated bidding strategies, industry-first UAC hourly bid adjustments, user journey ACQ flows.
• After consulting with Flutter counterparts, evaluated & onboarded adtech partner, Traffic Guard, expecting $100k yearly savings.
• Onboarded and mentored 2 members of our search team through dedicated training sessions, goal setting exercises, & performance feedback.

Faceoff:

• Owned all aspects of paid search performance from app launch through end of paid media period. Led budget forecasting, account optimizations, testing, & reporting for monthly budgets up to $350k.

Daily Fantasy Sports:

• Owned all aspects of paid search performance with focus on "priming the pump" strategy for new state launches.

Horse Racing:

• Owned all paid search performance with yearly emphasis on winning the Triple Crown period. Led cross account, multi-team strategy collaboration once SBK integration feature became available.
• Managed budgets and creatives across 3 brands (SBK, FDR, TVG) simultaneously driving YoY efficiency improvements in both 2023 & 2024.
• Own yearly hands-on Kentucky Derby race day campaign management, overseeing $1 million+ spend in 24 hour window.

New Ventures:

• Forecast Paid Search budgets and efficiency goals for upcoming new app launches leveraging Google ad trends, Sensor Tower, Competitor/Industry research, & keyword mining.
• Currently building out net-new campaigns, account tracking, and creative briefing from scratch to successfully hit goals when app launches.

• Owner of Paid Search accounts leading budgeting forecasting, account optimizations, testing, creative uploading, & all internal and external communications.
• Experience with incrementality testing through Haus for UAC campaigns & Google nonbrand search spaces.
• Enhanced channel performance through in platform A/B testing, implementing tracking improvements, custom product pages, introducing first party data exclusions within Bing, & onboarding Skai partner for live performance readouts and optimizations.

• Hands on experience with over 15 accounts including B2B, B2C, Ecomm with ranging from $40k-$1 Mil monthly spend.
• Assisted in strategy, budgeting, QBR presentations, campaign creations, ad copy writing, A/B testing. Gained in depth experience with Google Ads (including Display, PeformanceMax, YouTube, etc.) Google Analytics, Microsoft Ads, Google Data Studios, Ad Copy, Strategy, Data Visualization, and Client Communication.

• Pulled and analyzed Nielsen data at xAOC, retailer to send out weekly competitive reports to entire team that highlighted the multicultural hair market trends, current competitor promos, and product launches, along with Carol’s Daughter’s updated.
• Worked with cross-functional partners to create a future marketing plan for the brands “prestige collection” for a 20- minute presentation recommending digital marketing strategies, product design enhancements, promotional planning, and distribution growth.