Leading digital strategy and the marketing team for a global brand

The challenge

Each market ran its own agencies, dashboards and creative, so leadership could not compare performance or reallocate budget with confidence. Reporting arrived late and in different formats, and creative testing was ad hoc.

The approach

1. 1Audited every market's funnel, tracking and media mix and consolidated findings into a single strategy document.
2. 2Defined one measurement framework — shared naming conventions, event definitions and a weekly reporting rhythm across markets.
3. 3Set creative testing standards (hooks, formats, cadence) and a review process the in-house team could run without me.
4. 4Trained the team on media buying reviews, attribution reading and when to stop a channel.

Outcome

Leadership gained one comparable view of all markets, budget decisions moved to a monthly rhythm based on shared data, and the in-house team took over strategic reviews with a documented framework. Performance figures are shared privately on request.