Sarah Kaplan

Generated 23% YoY revenue growth (around $10 million) and 90% of total lead volume on a $2 million budget, owning full-funnel paid media across Meta, TikTok, YouTube, search, programmatic, and CTV/OTT. Improved landing page conversion rates by 200% through rigorous A/B testing and a creative iteration framework. Validated 20% media-driven conversion lift through incrementality testing and MTA modeling; delivered recurring performance analysis and strategic recommendations to executive leadership. Drove 700% improvement in paid creative and influencer engagement through systematic testing and iteration; managed external agency partners across media and creative.

Grew local lead acquisition by 133% after optimizing omnichannel marketing strategies. Managed digital partnerships across four franchise-focused media agencies, public relations, and retail. Developed and mentored a marketing team of three, including brand, social, and creative. Drove significant improvements to digital KPIs, including a 10% increase in on-site conversions and an 8% reduction in paid digital CAC across search and social

Increased lead-to-class enrollments by 84% by building brand and product loyalty and scaling via a mobile app. Tripled tech adoption rates by leveraging data-driven insights to spearhead a $3 million mobile app product budget. Oversaw PR, digital, content, demand generation, and product relationships for app and loyalty programs, ensuring seamless integration and alignment with overall marketing objectives. Recruited and mentored a high-performing team of four, spanning partnership sales, social media, and marketing technology, building a collaborative culture. Sourced partnerships exceeding $1 million in value, leveraging strong negotiation skills and strategic alignment.

Achieved over 2x gross royalty sales YoY by cultivating national and global relationships with external partners, including creative agencies, cannabis brand licensees, and collaborating brands. Grew social media by 170% for TYSON 2.0 and 307% for Ric Flair Drip through scalable digital omnichannel organic and paid strategies. Led the GTM strategy and multi-state launch of the Ric Flair Drip brand, working cross-functionally to develop brand architecture, marketing collateral, channel strategy, and experiential events. Generated earned media value of $1+ million by developing creative and digital strategies for earned content like Holy Ears. Recruited and developed an in-house marketing team of four.

Generated $5+ million in sales by heading the GTM strategy for Bud Light NEXT's NFT collection, debuting the first-ever NFT in a Super Bowl commercial. Established new brand positioning to 113+ million consumers as a creative and content thought leader for campaigns like Bud Light NEXT Super Bowl, Bud Light 2022 NFL Draft, and Bud Light Seltzer Cocktail Hour Launch. Built, launched, and managed the NFT collection portfolio playbook, including the Discord platform strategy and key partnerships to achieve business objectives. Managed cross-functional work across creatives, brand managers, external agencies, insights, data, and legal teams, ensuring seamless collaboration and communication across work streams.

Generated 6-figure sales by developing CACTI's product GTM strategy—including the creative, flow, and data visualization of the company's first-ever white-label eCommerce site—selling out within 24 hours. Led the digital testing strategy across all five 2021 pilot launches, creating a comprehensive innovation best practices playbook and thought-leadership GTM strategy for new products. Grew joint-venture partnerships and drove successful pilot launches.

Generated over 10% incremental revenue to portfolio sales and grew category sales by 3x in the first month by building a unique Meta eCommerce strategy. Achieved 7.6x higher sales YoY and over 2x ROAS for BABE Wine by pioneering a full-funnel direct-to-consumer alcohol eCommerce strategy via programmatic and social channels. Built, implemented, and optimized customer segmentation strategies for $20+ million in programmatic and social activations across brands.

Built, implemented, and optimized paid programmatic, connected TV, online video, SEO, and SEM strategies across eight unique brands, aligning with each brand's marketing and sales objectives. Conceptualized proprietary influencer and creator strategy for Stella Artois influencers in three cities, which has since grown into a full in-house influencer management team. Developed and deployed audiences, improving digital campaign performance with tailored optimizations.