Performance Marketing Leader

HI, I'M
Brian Kerman

I am a

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Brands I've Worked With

About Me

Built on performance.
Driven by sport.

From small-business SEM to Stanley Cup Playoffs.

I started my career working with small and mid-sized businesses, where I learned how to make marketing dollars actually matter. That foundation led me deep into Paid Search — sharpening instincts around intent, efficiency, and performance. Over time, the role expanded well beyond any single channel.

My work now spans driving fandom and tune-in for sports brands while delivering profitable growth for DTC companies. I'm most energized at the intersection of creative storytelling, rigorous analytics, and modern media — where brand and performance work together rather than compete.

I'm actively exploring how AI can make marketing smarter and faster. Outside of work, I'm learning life as a dad, watching way too much hockey, and staying curious. Always up for a conversation — come say hi.

Selected Work

Case Studies

Sports / Media

NHL Tune-In Strategy

A flexible, DMA-led media strategy that contributed to a 41% ratings lift during the Stanley Cup Playoffs.

DTC / Launch

Quip Ultra Go-to-Market

Performance-first launch strategy for a new product line entering a competitive market.

Travel / Search

MSC Cruises Paid Media

Optimizing spend allocation and targeting for a 15% improvement in ROAS year over year.

Sports / Ticketing

Columbus Crew Ticketing

An evergreen media restructure that drove a 53% improvement in ROAS across ticket campaigns.

Career

The Journey

Click any role to expand

Jan 2024 – Present

Junction 37

Partner, Performance Marketing (Director Equivalent)

—Lead integrated media strategy and performance marketing across NHL and Columbus Crew, owning full-funnel planning and in-flight optimization across CTV, YouTube, Meta, Google, and Programmatic to drive fan growth, tune-in, ticketing, and partnership outcomes.
—Act as a strategic partner to the NHL, shaping the 2025–26 tune-in approach by shifting from broad mass reach to premium, DMA-focused prioritization, driving a 44% lift in viewership in supported games and a 41% lift during the 2025 Stanley Cup Playoffs.
—Developed an NHL tune-in measurement framework using BigQuery and SQL/Python, running regression analysis to link media investment to DMA-level ratings across supported matchups and quantify (proxy) media-driven lift in viewership.
—Designed and built an NHL reach/frequency forecasting tool to model platform mix, impression delivery, and projected viewership across CTV, YouTube, and Programmatic, enabling scenario planning, more efficient budget allocation, and clearer decision-making timelines.
—Rebuilt the Columbus Crew's full-season paid media strategy on Meta — transitioning from short-burst flighting to an evergreen framework with a redesigned creative suite, driving 84% more tickets sold, 133% more ticket revenue, and a 53% improvement in ROAS year-over-year while spending less.
—Manage, mentor, and develop a team of four across strategy, activation, and analytics, setting operating standards, strengthening platform expertise, and improving delivery quality across a multi-account portfolio.

Apr 2021 – Jan 2024

Assembly Global

Associate Director, Search / Senior Search Manager

—Developed and executed full-funnel marketing strategies and cross-channel roadmaps across travel, franchise, app, healthcare, and fashion clients to drive efficient customer acquisition.
—Served as senior client lead, partnering with C-suite executives and brand stakeholders on KPI setting, performance readouts, and optimization decisions.
—Directed cross-functional channel teams to translate briefs into in-market campaigns aligned to financial targets, ensuring tight execution and continuous improvement.
—Managed and developed a team of five (weekly 1:1s, coaching, process improvement), while delivering measurable lifts including +15% YoY ROAS for MSC Cruises (Search/YouTube) and +300% conversions with -65% CPA for a healthcare client.

Apr 2017 – Apr 2021

Scorpion Internet Marketing

Advertising Manager / Strategist / Analyst

—Planned and managed performance media campaigns for Scorpion's priority clients on Search, Meta, and YouTube.
—Managed campaign performance for national franchises, operating a tiered campaign structure ranging from nationally focused buys to Franchisee-level support.
—Monitored budget pacing and performance across 300+ accounts, ensuring efficient allocation and strategic optimizations to meet client goals.
—Played a key role in the establishment of vertical-specific best practices, contributing to master documents used across hundreds of individual clients to standardize strategy and execution.
—Outlined and presented a plan for the creation of a Branding Department, an initiative launched in 2019.

Capabilities

Skills & Expertise

Strategy & Leadership

→Team Leadership & Mentorship
→Full-Funnel Acquisition Strategy
→Customer Acquisition & Retention
→Cross-Channel Collaboration
→Marketing Mix Modeling (MMM)

Performance Media

→Google Ads & Meta Ads
→The Trade Desk / Programmatic
→CTV & YouTube
→Media Planning & Budget Management
→Multi-Touch Attribution (MTA)

Analytics & Tools

→Looker Studio & Power Query
→YouGov Brand Intelligence
→Ticketmaster / Sports Platforms
→AI Workflow Integration

Industry Verticals

SportsTravelHealthcareDTCFranchiseFashionCPGQSR

Let's Connect

Say
Hello.

Talk marketing, the evolution of AI, or hockey. I'm always up for a good conversation — come say hi.

Email Me LinkedIn Resume

631.335.8873
brian.kerman2@gmail.com

HI, I'MBrian Kerman

Built on performance.Driven by sport.