Brandon Lai

• Leadership & Team Management: Led 3 clients and co-led 1 client with a combined ad spend exceeding $1M USD/mth while managing and mentoring an internal team of 4. Oversaw delegation of tasks, facilitated effective internal & external team meetings, developed and built strategies as a team, and provided mentorship to ensure team success and client satisfaction. • Strategic Roadmapping: Spearheaded development of monthly and quarterly roadmaps and milestones, cross-channel integration, and collaborating with cross-functional teams (paid performance teams, creative teams, data teams, sales teams) to align efforts for both internal and external goals. Designed & executed (with our team) full-funnel marketing strategies, incorporating A/B testing roadmaps, new marketing trends, and new platform updates (such as PMAX). • Client Expertise: Extensive experience managing lead generation and eCommerce clients, delivering tailored strategies for different business models, customer journeys, and overall industries and sectors. Additionally, experienced with building and hosting MBR and QBR presentations. • Technical Knowledge: Good understanding of data infrastructure, including data warehousing, data pulls, pivot tables, data analysis, and ensuring accurate insights for actionable reporting and optimizations. • Lead Scoring Development: Assisted in the creation and optimization of lead scoring systems for clients with long customer journeys, enhancing lead qualification processes and improving sales outcomes.

• Campaign Oversight & Execution: Led end-to-end process of building, executing, and conducting detailed reviews for all client campaigns. Ensured optimal performance by overseeing bid/budget management, while continuously optimizing/sculpting campaigns, ad groups, creatives, audiences, and keywords. • Performance Monitoring & Issue Resolution: Proactively monitored campaign performance to flag anomalies, identify potential issues, and resolve performance bottlenecks ensuring ad spend is being efficiently spent. • Data-Driven Strategy & Reporting: Delivered insightful analysis, presentations, and strategic recommendations in weekly meetings, offering clear narratives and actionable next steps based on campaign data and performance. • Team Support & Collaboration: Played a key role in supporting the team through accurate and timely production work, including campaign builds, reporting, analysis, and participation in strategy discussions. Assisted with tracking optimizations, such as conversion measurement setups via Google Tag Manager (GTM). • Automation & Tool Development: Developed essential automation tools, including Budget Trackers, Performance Dashboards, and templates for Google Ads Editor. Created Google Data Studio Dashboards to visualize campaign performance and provide actionable insights. Additionally created personal templates to help expedite builds and reoccurring analysis bits. • Data Analytics: Proficient in data analysis via Google Sheets, utilizing query & filter functions, pivot tables, and charts to generate in-depth insights and visualizations for internal and client reporting. • Full-Funnel Strategy Development: Collaborated in the development of full-funnel marketing strategies across major ad channels, ensuring alignment from top-of-funnel awareness to bottom-of-funnel conversions inclusive of offline-touch points.

• Strategic Leadership: Planned, launched, and scaled a lead generation company specialized in drive phone call leads for pest control, plumbing, and HVAC contractors via Google Ads. • Team Leadership & Vision: Interviewed, hired, and led a cross-functional team made up of a web designer, web developer, SEO writer, and virtual assistant. • Google Ads/Facebook Ads Expertise: Managed internal ad spend, heavily focused on conversion-based campaigns in search/social with retargetting display campaigns • SEO / Landing Page Optimization / CRO: Developed SEO-friendly landing pages for each industry utilizing CRO best-practices to maximize conversions through Organic and Paid traffic sources. • Call-Tracking Mastery (Ringba): Fully proficient in Ringba call-tracking setup and optimization. Utilizing advanced features such as instant caller profiles, ring tree targeting, and IVR response systems to maximize revenue based on lead routing. • Operation Efficiency: Built and implemented standard operation procedures for key business functions in marketing, sales & onboarding, data, legal documentation, accounting, and compliance.

• Partner Network Expansion: Played key role in growing company’s network of partners for purchasing and selling leads (calls and form-fills) in highly competitive insurance verticals (Medicare, auto, U65, Final Expense) across USA. • Platform Transition & Optimization: Successfully transitioned company’s call-tracking platform from Leadspedia to Ringba, allowing us to overhaul our lead routing capabilities to maximize revenue based on bid-offers (Real-time Bidding) from multiple buyers for our leads • Operational Process Development: Created and implemented comprehensive standard operating process across critical business functions (account success management protocol, lead seller/buyer compliance protocol, lead quality assurance procedures, ringba campaign & target setup and optimization • Revenue Achievement: Contributed to achieving $500,000 in revenue with a lean core team of 4 within 9-months demonstrating adaptability in an ever-moving environment while being able to deliver results.