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)

—Own the full national tune-in growth strategy for the NHL, including national tentpole moments like the Winter Classic, Stadium Series, and the Stanley Cup Playoffs, directing a CTV-anchored strategy across Amazon, YouTube, and programmatic that scaled media investment from $1.3M to $2.96M YoY and contributed to a 23% YoY increase in average viewership, a 14-year league high.
—Built a proprietary regression model isolating the specific media levers driving ratings lift, proving premium CTV as the only channel with a statistically significant positive relationship to viewership — a finding that reshaped budget allocation strategy for the back half of the season and into 2026–27 planning.
—Built automated audience and market-targeting workflows to streamline DMA selection and campaign activation across 127+ targeted markets, enabling real-time budget reallocation and factoring into the strong year-over-year improvement in national ratings.
—Own the full growth marketing strategy for the Columbus Crew, leading a rebuild of the media approach this season that drove a 24% improvement in ticket sale ROAS and a 47% reduction in CPA, while managing the ticketing marketing technology stack (Ticketmaster TM1 pixel implementation, Came-From-Code attribution, automated sale reporting) and building first-party audience segments pushed into Meta, Google, and programmatic for acquisition, retargeting, and lapsed-fan reactivation.
—Owned Shopify sales as the primary KPI across all paid media channels (Search, Meta, YouTube) for Quip's DTC business, managing the full acquisition funnel from ad to checkout and driving a 38% YoY increase in DTC order volume with a 10% ROAS improvement.
—Consulted on email and lifecycle strategy alongside paid media, advising on drip sequence timing, segmentation, and suppression logic to align paid acquisition with retention efforts.
—Manage, mentor, and develop a team of four across strategy, activation, and analytics, setting operating standards, running weekly 1:1s, and building platform expertise across a multi-account, multi-channel portfolio.

Apr 2021 – Jan 2024

Assembly Global

Associate Director, Search / Senior Search Manager

—Directed full-funnel paid search and video strategy across travel, DTC, finance, and fashion clients, owning keyword strategy, bid management, match type architecture, and budget allocation to drive efficient acquisition at scale for a multi-client portfolio.
—Served as senior strategic partner to C-suite stakeholders, leading KPI setting, performance readouts, and investment decisions across a portfolio of high-spend accounts.
—Rebuilt MSC Cruises' Search and YouTube strategy end-to-end around destination-level prioritization and audience refinement, delivering a 15% YoY ROAS improvement and setting the account's new always-on structure.
—Restructured campaign architecture and bid strategy for a healthcare client, driving a 300% increase in conversion volume alongside a 65% reduction in CPA.
—Built and led a team of five through weekly 1:1s, coaching, and process improvement, developing the team's platform expertise and raising delivery quality across the portfolio.

Apr 2017 – Apr 2021

Scorpion Internet Marketing

Advertising Manager / Strategist / Analyst

—Planned and managed performance media campaigns across Search, Meta, and YouTube for national franchise clients — overseeing a tiered campaign structure from national buys down to franchisee-level support.
—Monitored budget pacing and performance across 300+ accounts, driving strategic optimizations to hit client acquisition goals.
—Contributed to vertical-specific best practice documentation used across hundreds of clients; led the proposal and launch of a Branding Department 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.