I helped build, launch, and operate a branded paid media playbook designed to support local retailers through consistent, performance-driven digital advertising. This program functioned as an always-on system that scaled across accounts, aligned with national promotional calendars, and reduced operational friction for both internal teams and advertisers.

Local retailers wanted to participate in digital advertising tied to national brand promotions but lacked the time, tools, and expertise to execute effectively on their own. Internally, performance varied widely across accounts, onboarding was manual, and reporting lacked consistency.

The challenge was to create a program that:

• Could be activated during key promotional periods

• Maintained brand integrity while driving performance

• Scaled across many independent businesses

• Centralized execution, reporting, and optimization

I was deeply involved from early concept through execution and ongoing management, acting as the connective tissue between strategy, creative, operations, and reporting.

My responsibilities included:

• Co-creating the structure and timeline of the program, including promotional cadence

• Developing initial creative direction and messaging frameworks

• Writing copy for all ads used across the program

• Launching and managing paid media campaigns for participating retailers

• Handling platform setup and onboarding, including account connections and permissions

• Training internal teams on how to sell, execute, and support the program

• Managing reporting and performance tracking across accounts

In practice, I functioned as both strategic lead and operational owner, ensuring the program ran smoothly end-to-end.

I approached the playbook as a repeatable performance system, not a collection of one-off campaigns.

Key elements included:

• Aligning campaigns with national promotional periods

• Using motion-first creative built from still-life and lifestyle photography

• Standardizing campaign structure, creative rotation, and reporting

• Centralizing execution to reduce friction and improve consistency

While specific metrics are confidential, the playbook:

• Improved consistency during promotional periods

• Reduced onboarding friction

• Created clearer, more confident performance conversations

• Enabled the program to scale without sacrificing quality