Fractional Media Director

With increasing costs of direct mail, a credit card company needed new acquisition channels. I was onboarded to help them test and rollout digital media (search, social, display). I was also tasked with ensuring that their existing external agency had the capabilities to make this project a success.

The project was broken down into 3 stages, starting with a local market test. • Month 1-3: Prove to management that digital media works as an effective acquisition channel. • Month 4-12: Develop national rollout strategy and optimize results to achieve better efficiency. Evaluate existing agency performance and manage search for new partner, if necessary. • Year 2: Onboard new agency with better capabilities and mentor junior marketing team on how to manage an external agency.

In year 1, digital media was acquiring new customers more efficiently than direct mail. In year 2, digital media performance was running 20% above goal with a more capable agency.