A national retail leader faced mounting competitive pressure with legacy practices and foundational gaps in measurement and channel cohesion. Despite having transitioned media buying in-house, their team needed support navigating an increasingly complex digital environment.
Led a multi-phase engagement focused on audit and alignment, education and upskilling, framework development, and strategic integration across social, search, and programmatic channels while acting as strategic extension of their internal team.
We delivered a holistic digital media strategy with clear performance roles by channel, established a living measurement framework as the north star for planning and reporting, and aligned internal teams on shared accountability and performance tracking. This comprehensive approach included hands-on audits of digital structures, custom training sessions on channel-specific KPIs, and creation of measurement frameworks and "cheat sheets" to guide KPI selection. The transformation reduced optimization cycles through stronger initial campaign structures, increased cross-functional collaboration, and shifted the organization's culture toward proactive learning and future-readiness in a rapidly evolving media landscape.