Brett Loney
Verified Expert in Marketing
Marketing Expert
Santa Monica, CA, United States
Toptal member since February 23, 2023
Brett is an accomplished and strategic digital marketing leader with a proven track record of helping companies scale from startup to acquisition. An early adopter of transformational digital channels, products, and shifts in consumer behavior, he is focused on building high-performing teams and implementing full-funnel systems to unlock budgets and achieve sustainable growth. Brett is a digital media expert who has managed millions and billions of dollars in measurable revenue.
Project Highlights
Expertise
- Affiliate Marketing
- Conversion Rate Optimization (CRO)
- Digital Marketing
- Facebook Ads
- Google Ads
- Google Analytics
- TikTok Ads
- eCommerce
Work Experience
Director of Performance Marketing
REGENT
- Achieved paid media performance ROAS targets across the private equity firm's portfolio of fashion and beauty brands.
- Managed external media partners and brand marketing managers working on multichannel best practices to drive eCommerce demand.
- Analyzed data to identify performance trends, creative assets, audience insights, and product-level enhancements across each brand's catalog.
- Audited digital performance of new acquisition targets and developed channel-level budget forecasts to sustain profitable growth.
Founder
ScaleCMO
- Led paid media activation and measurement for a home decor brand, effectively doubled spending at a 7X ROAS, and reported directly to the CEO.
- Managed all user-generated content and influencer marketing activation across emerging paid social channels for the skincare brand.
- Consulted with Sawyer Tools, a series A kids' activities marketplace, on B2B and B2C paid search and social growth initiatives.
- Managed B2B landing page creation and led the acquisition, creative, messaging, and conversion rate for the series A health insurance platform.
- Headed product marketing, account-based marketing, consumer behavior analysis, and go-to market for Vatom, a pioneer of NFTs, crypto, and Web 3.0 metaverse experiences.
- Built a direct-to-consumer women's fashion brand from scratch, which developed into a brand with 30,000 customers, generated a gross profit of $3.7 million, and achieved a top 1% growth ranking on Shopify.
- Wrote a book on paid search and social best practices, "Measuring Performance Beyond Last Click," that was published by Facebook.
Project History
ROAS Targets for Fashion, eCommerce, Travel, and Beauty Brands
http://www.regentlp.comAchieved paid media performance ROAS targets across the private equity firm's portfolio of fashion, eCommerce, travel, and beauty brands.
As a director of performance marketing, I oversaw paid advertising of over $10 million a month across a portfolio of more than 15 direct-to-consumer brands. Also, I analyzed data to identify performance trends, creative assets, audience insights, and product-level enhancements across each brand’s catalog.
Managing Paid Media Execution for Venue Marketplace
Managed all paid media execution in house and via agency partners across channels, including Facebook, Google Shopping, Rakuten, Bing, TikTok, email, SMS, and Pinterest. Achieved a ROAS of +160% and gained +20% in gross revenue quarter over quarter.
Venue marketplace is an innovative shopping experience. It is flexible and offers easy payment options for real people to get what they need and when they need it. The marketplace offers top names in electronics, fashion, home goods, and other industries.
I acted as a vice president of this marketing eCommerce and oversaw a nine-person marketing team that worked on revenue KPIs reporting to the CEO and private equity leadership.
Media Activation for a Home Decor Brand and Building a Women's Fashion Brand
Headed paid media activation for a home decor brand and doubled spending at a 7X ROAS. Built a women's fashion brand to become a brand with 30,000 customers and a gross profit of $3.7 million and achieve a top 1% growth ranking on Shopify.
As a digital marketing executive, I managed paid media for various B2B and B2C projects. For these projects, I oversaw paid media budget allocation, creative, landing pages, product marketing, supply chain, inventory forecasting, lead generation, ROAS/CAC performance optimization, and reporting.
Anagram Eye Insurance Platform
Led the design and development of a cross-channel B2B lead acquisition initiative for a Series A health technology startup.
Anagram is a Series A technology startup that provides a platform for optometrists to offer insurance to their eye care customers who have engaged me to provide digital marketing services. I developed a comprehensive strategy that included search engine optimization (SEO), search engine marketing (SEM), social media advertising, and email marketing.
To start, I thoroughly analyzed Anagram’s target audience and industry competition to identify the most effective keywords to optimize their website for SEO. I then developed a search ad campaign that targeted these keywords, as well as display ads that ran on optometry and vision care websites.
Additionally, Brett created a social media advertising campaign that targeted optometrists and their customers. He crafted compelling ad copy and developed eye-catching visuals to promote the benefits of Anagram’s platform.
To further engage potential customers, I also created an email marketing campaign that included personalized content and promotions. I used marketing automation software to segment Anagram’s email list based on customers’ interests and behavior, which helped increase open and click-through rates.
La Senza DTC Womens Lingerie Brand
https://www.lasenza.com/Rolled out a set of highly successful campaigns that achieved 6x ROAS, making Tik Tok the best-performing channel overall. Video assets also ran in Meta as Advantage Plus campaigns, achieving a 4.4x ROAS.
La Senza, a lingerie brand, approached me to lead their performance marketing campaigns on Tik Tok. The goal was to drive sales during their winter sale through visually stunning videos in a vertical format.
I led all facets of the creative process, including video and photo shoots as well as editing, to create visually stunning videos in a vertical format. I used my expertise in performance marketing to identify the best ad formats, targeting options, and bidding strategies to optimize the campaigns.
Certifications
Facebook Certified Buying Professional
Skills
Core
Digital Marketing, Facebook Ads, Google Ads, TikTok Ads, Conversion Rate Optimization (CRO), Landing Pages, Social Media Design, Affiliate Marketing, Creative Advertising, Social Media Marketing (SMM), Lead Generation, Social Media
Platforms & Tools
Google Analytics
Other
eCommerce, Catalogs, Finance, Startups, Shopify, Creative Direction, Digital Media, Google Shopping Ads, Books, Consumer Behavior, Non-fungible Tokens (NFT)
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