Sarah Hathramani
Leads product development for Demand Gen at Google, responsible for evolving Demand Gen toward performance, creative tooling, and shoppability features.
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Sep 3, 2025 • 32min
How to Drive Performance with Demand Gen
Sarah Hathramani, who leads Demand Gen product development at Google, shares how Demand Gen shifted from discovery to driving performance. She covers inventory expansion across YouTube, Discover, Gmail and Display. She discusses creative reuse and trimming tools, the impact of Merchant Center feeds on conversions, optimized targeting and Target CPC bidding for like-for-like social comparisons.
