Sandy Hastings-Long
Scarborough,United Kingdom
Summary
15+ years experience in owning Google and Microsoft Search Ads PPC campaigns, from initiation to optimisation and 7-figure annual budget management. 1.5 years’ experience in ABM campaign management.
Especially skilled in driving growth for international markets including multilingual campaign set-ups.
Experienced in B2B and SaaS as well as eCommerce and Retail.
A results-orientated and target-driven team player and skilled team leader who is recognised for great team building abilities and cross-functional collaboration.
A high degree of organisation skills and well adapted to remote work settings. Naturally inquisitive and curious; eager to learn and grow.
Overview
20
20
years of professional experience
2
2
years of post-secondary education
1
1
Certification
Work history
Paid Media Manager
Cprime, Inc. (SaaS Consultancy)
Remote
08.2022 - 04.2025
- Started as Paid Search Specialist; promoted in January 2024.
- Initiation, optimisation and management of Cprime's PPC campaigns across USA, EMEA, and ANZ, incl. Performance Max.
- A/B testing for ad copy and regular keyword research.
- Employment of AI-driven bid strategies to enhance lead quality and revenue generation.
- Management of Cprime's ABM campaigns in 6sense and supporting EMEA sales team with account insights to foster pipeline growth.
- Integration of agile methodologies like effective sprint planning into daily workflows.
- Achieved 40% YoY revenue increase for US market with 10% reduced investment.
Performance Marketing Manager
Sky Betting & Gaming
Leeds, hybrid
01.2022 - 04.2022
- Driving new customer acquisition and leveraging SBG's offers & promotions via Google & Microsoft Search Ads and Apple Search Ads.
- Growing and developing channels by applying industry best practice to achieve annual/event-specific acquisition goals (broad match, PMax, automation-enhancing campaign structures).
- Strong focus on team development and progression planning, presenting and stakeholder buy-in.
PPC Executive
Mainline Menswear (owned by JD Sports)
Scarborough
10.2018 - 01.2022
- PPC campaign implementation and management, including account restructuring, budgeting, analysis and performance reporting for 20 global regions to drive sales and brand awareness.
- Campaign types managed: Search, Shopping/Smart Shopping.
- Planning and execution of retail-related high-season sales (Black Friday; Summer/Christmas sale; etc).
- For global regions, revenue grew 168% YoY with Cost of Sale down 50%.
PPC Manager
Blueclaw Media (Agency)
Leeds
07.2018 - 09.2018
- Optimisation, restructures and budget management for clients’ Paid Search campaigns with CPA targets; presented performance data.
- Supported new client proposals through account audits,
keyword research and spend forecasts.
Senior PPC Account Manager
Farnell (electronics distributor)
Leeds, hybrid
12.2009 - 07.2018
- Planning, optimisation and management of multilingual PPC accounts across 30 global markets.
- In charge of team development, training and appraisals.
- Managed relationships with external digital agency and bid management provider Marin.
- Strengthened cross-functional relationships and global stakeholder management, including on two business trips to USA and India.
- Active member of Diversity & Inclusion Team and editor of quarterly Diversity Newsletter; highly contributed to Farnell winning two sought-after Diversity Awards on National and European level.
- Received two High Performance Awards, individual
and team performance, for driving PPC revenue beyond
stretch targets.
PPC Team Leader
WebCertain (Agency)
York
09.2006 - 10.2009
- Started as PPC Coordinator. Promoted Oct 2007.
- Implementation, optimisation and management of global and multilingual PPC campaigns based on clients’ needs.
- Regular client communication and training.
- Leading a team of 6 and managing workloads, deadlines, interviews, inductions and performance reviews.
- Visiting conferences abroad and introduced new online marketing
best practice to my team. - Supporting SEO team (meta tags, keyword research, page edits).
Customer Service Executive
Azlan (network distributor)
York
11.2004 - 09.2006
Education
Associate's Degree - Business Management and Administration
Berufliche Schule des Kreises Segeberg
Norderstedt/Germany 09.2000 - 06.2002
Skills
Advanced: Google & Microsoft Search Ads, Performance Max,
6sense Intelligence Platform, Slack, Asana, Google/Microsoft Suites, bidding strategies & audiences, account restructures
Intermediate: GA4, Jira, Confluence, Mural, Salesforce, Shopping campaigns & Merchant Center, 3rd party bid management (Skai, Adobe, Marin)
Foundations: Hubspot, Marketo, Google Tag Manager, App campaigns on Google and Apple Search Ads, LinkedIn Advertising
Languages
English
Native
German
Native
French
Intermediate
Affiliations
- Genealogy
Certification
Google Ads certified: Search - Shopping - Display - Apps (all valid until 2026).
6sense Administrator (issued 2025).
2 ABM courses completed via Udemy and The Chartered Institute of Marketing (2023/2024).
ChatGPT Prompt Engineering Primer completed via Cprime (2023).
Relocation
Relocated from Germany to England in July 2004.
Timeline
Paid Media Manager
Cprime, Inc. (SaaS Consultancy)
08.2022 - 04.2025
Performance Marketing Manager
Sky Betting & Gaming
01.2022 - 04.2022
PPC Executive
Mainline Menswear (owned by JD Sports)
10.2018 - 01.2022
PPC Manager
Blueclaw Media (Agency)
07.2018 - 09.2018
Senior PPC Account Manager
Farnell (electronics distributor)
12.2009 - 07.2018
PPC Team Leader
WebCertain (Agency)
09.2006 - 10.2009
Customer Service Executive
Azlan (network distributor)
11.2004 - 09.2006
Associate's Degree - Business Management and Administration
Berufliche Schule des Kreises Segeberg
09.2000 - 06.2002