Kyte Baby is a premium baby apparel brand based in the US. I've been working with Kyte for the last 2 years, and helped them increase their Google Ad Spend by over 90% YoY, while helping drive Google attributed revenue up by close to 60% in the same time frame. Overall MER was up 40% in the same time frame because we shifted focus to campaigns that drove more incremental revenue (we stopped doing brand search - ask me about this!)

We leveraged Google's smart bidding strategies and newest features to build a full funnel campaign structure through Search, Performance Max, Shopping, YouTube, Discovery and Display campaigns.

An entire smart gym in your home, Tonal revolutionizes fitness and strength training with patented resistance digital weight, machine learning, and expert training.

I led Tonal's Google Search strategy and management at Shoelace and helped build a full-funnel strategy. We leveraged high-impact influencer videos (Serena Williams, Lebron James, Paul Sklar, etc) to drive unforgettable awareness experiences, while using Shopping, Discovery, PMax and Search campaigns to drive Consideration and Purchase.

Overall MER was up 40% in the time frame that I managed the account. Lift in Search demand was also up 25% QoQ thanks to our strong awareness efforts.

Working with big legacy brands like Bridgestone and Firestone tires presents a completely novel set of challenges. Managing a multi-million dollar paid search ad budget every year meant that we were always at the cutting edge of digital.

I worked to create a better understanding of what the full funnel looks like and what the audiences and KPIs look like at each stage of the funnel. I also helped create a testing and measurement framework for the team to use to understand the impact of our marketing efforts in different stages of the funnel. We worked with tools like Adobe's bid management system to optimize bids across Google and Microsoft, which helped us find CPC efficiencies of close to 20%.