Dennis Anzalone-Keesee - Digital Advertising Portfolio

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Presidential Shoutout

Direct recognition from Shopify President Harley Finkelstein for a top-trending product in BFCM 2025.

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Gold Star Seller (x2)

Achieved elite Gold Star Seller status across two distinct brand accounts on TikTok Shop.

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Silver Star Seller

Recognized for exceptional sales velocity and operational performance on TikTok Shop.

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US Trending Badge

Secured an official TikTok Shop US Trending badge for achieving high category virality.

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Most Loved Product

Secured an official TikTok Shop Most Loved Product badge for outstanding customer reception and engagement.

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Top Performer

The most mentioned team member in the agency's internal #wins channel for delivering client results.

Campaign Case Studies

Emuaid

TikTok Shop Channel Scaling

Elevated the brand's TikTok Shop to Gold Star Seller status, establishing it as the highest-volume and most profitable channel of 2026 while proving pure incremental sales above target ROI.

#1 Volume Channel

Gold Star Seller

Goose Creek Candles

TikTok "Seeding & Harvesting"

Executed a TikTok-first strategy designed to function as the new "seeding" engine for the holiday season, offsetting declining legacy channels.

+7.33% Net Profit (YoY)

-42.5% Media Cost

RevAir

Aggressive TikTok Scaling

Structured a hybrid TikTok GMV Max + Video Views campaign designed to significantly expand reach during the highly competitive Black Friday window.

$1.5M+ Net Profit

+77% Net Profit (YoY)

Goose Creek x Harry Potter

The "Persuasion Layer"

Deployed a highly specific TikTok layer to build mental availability, unlocking the full potential of a $100k Meta harvesting campaign.

+351% Net Revenue

>5,000% Search Lift

Bones Coffee x Fallout

"Tease & Release" Launch

Engineered a 2-week tease-driven ad strategy across TikTok and Meta to build pent-up desire before a single unit of Season 2 was sold.

+139% Net Sales

2.4x Launch Impact

Runway Rogue

Meta Demographic Expansion

Conducted market analysis and deployed new messaging outside the core demographic to unlock scalable, incremental sales growth on Meta.

-68% CPA

+23% Incremental Sales

&Collar

Core Audience Diversification

Tested alternative messaging into untapped demographics, successfully reducing acquisition costs while driving new incremental volume.

-56% CPA

+13.4% Incremental Sales

Enviroscent

Meta Bidding & CPA Reversal

Counteracted rising acquisition costs caused by a product price change by resetting campaigns and introducing a layered bidding strategy on Meta.

13-23% WoW CPA Drop

Reversed Cost Trend

Buildfire

B2B Lead Quality Optimization

Executed advanced Meta strategies to attract high-intent prospects, validating the channel as a premier source for high-quality B2B pipeline.

2.13x Higher Close Rate

Premium Lead Quality

Holiday Taxis

Global Checkout Remarketing

Deployed highly localized "initiate checkout" remarketing campaigns across 200+ worldwide resorts in 7 different languages to capture high-intent drop-offs.

40% B2C Revenue Share

200+ Global Resorts

Industry Recommendations

"Dennis is the credibility anchor. Brian [Head of Marketing at KONG] referenced Dennis by name multiple times as the reason they trust the methodology. Any pitch should lean on that relationship and the data-driven approach Dennis brings."

Internal Communication Regarding the KONG Dog Toys Company

"He approaches performance marketing with a true operator’s mindset... He brings a macro-level awareness that most marketers simply don’t... proactively adjusting strategy rather than reacting after the fact."

Andrew Buckley Direct Manager

"Dennis can dissect raw data and breakdown creative assets to make informed decisions... He is data driven while also holding incredible understanding of marketing philosophies. He is a powerhouse human."

Justin Buckley Direct Manager

"Dennis is a one of a kind growth marketer who really cares about driving profit and cash flow, not just revenue growth."

Jon Blair DTC Fractional CFO

"Dennis has a true end-to-end understanding of TikTok... His full-funnel perspective and platform fluency make him a strong partner for any team serious about growth."

Arpine Dokuzyan & Ryan Corley Agency Partner Managers @ TikTok

Strategy Decks & Research

Strategy Deck

Scientific Creative Strategy

Originally developed for Bones Coffee Company. Outlines a scientific approach to creative strategy that builds lasting brands and drives immediate action.

View Slide Deck

Strategy Deck

The Empirical Role of Marketing

Prepared for VEER, this presentation explains the actual role of marketing, based on decades of empirical data, to understand where resources should be allocated and why.

View Slide Deck

Pitch Deck

Multi-Channel Category Dominance

The winning pitch deck put together for KONG that architects a multi-channel system for ensuring dominance in a product category and addressing presence on third-party marketplaces.

View Pitch Deck

Research Paper

Reels & DPA Efficiency Analysis

An analysis of over $13M of ad spend across 26 brands, proving with tangible data the vital role of reach and early exposure at low CPMs using Meta Reels and Dynamic Product Ads.

Read Research

About Me

Back in Italy, where I was born and raised, I completed my academic studies before moving abroad to pursue a career in advertising, in which I now have over 10 years of experience.

During my career, I have launched over 6,000 paid social, email, SMS, direct mail, TV, SEO, and organic campaigns and have been pivotal in several key launches for my clients in the DTC and retail space, with highlights including high-profile licensed IP product launches such as Amazon Prime’s Fallout Seasons 1 & 2, Paramount’s SpongeBob, Disney’s Star Wars and The Nightmare Before Christmas, and Warner Bros.’ Scooby-Doo and Harry Potter, and with key launches in Walmart, Target and Costco.

I have also secured several product recognition badges for my clients, including a Star Seller badge on TikTok Shop for outstanding performance for a haircare client, a Most Loved Product badge, a Trending badge for product virality within a category on TikTok Shop, and a direct shoutout from Shopify President Harley Finkelstein for positioning a client’s product as a top-trending holiday product across Shopify systems. I also built a proprietary geo-testing tool with Python in order to plan and measure incrementality test to isolate the causal impact of any digital ad launched, thus uncovering true incremental ROAS, that has been successfully used by now dozens of brands to uncover advertising waste and improve their profits.

I consider myself a marketing scholar, with my work and methodologies directly derived from neuroanatomy, associative memory, research by Binet & Field from the Institute of Practitioners in Advertising, studies from the Ehrenberg-Bass Institute for Marketing Science, the "New Theory of Disuse" (1992) by psychology professor Robert Bjork, writings by former experimental physicist Dale W. Harrison and research from Mats Georgson, Ph.D.

Outside of advertising, I enjoy flying (I am a licensed aircraft pilot), reading, playing music, and spending time with my wife and dog. Thank you for reading! :)