Working Together

Engagements begin with a conversation about your business objectives, your audience, and what the next media cycle needs to accomplish. I want to understand the position the brand is in, who it needs to influence, and what a successful outcome looks like before any question of channels or budget comes up. From there I provide a proposal covering the recommended approach, scope of work, and the investment involved.

Strategy is where the value sits, and it is where the experience shows. I know how this audience takes in information and where a message will land, whether that is a publisher partnership, search, programmatic, paid social, or a lead generation program. That understanding shapes every recommendation, and it is why two brands with the same budget can end up with very different plans. I build the approach, define and segment the audience, and set the allocation, then carry it through the buy, insertion orders, trafficking, and campaign management so the plan runs as approved. When results come in, I interpret what they mean for the next cycle.

Some brands engage me on a project basis. Others retain me long term across multiple brands, through successive cycles, or as an embedded part of their team rather than an outside resource. The right structure depends on the scope of the work and how your organization is set up, and it is something we work out together in that first conversation.

When an agency brings me in, the client relationship remains yours. I contribute the media strategy and category knowledge, building a plan that delivers against your client's KPIs and holds up in the room. I work within the structure you have already established.

Working with an independent strategist removes a layer between you and the work, decisions get made quickly and turnaround is fast. Lead time makes a plan stronger still. The more runway I have, the more leverage I bring to the negotiation.