In the movie Moneyball, Billy Beane focuses on the “island of misfit toys”—players who have one specific, overlooked skill that wins games. In my ten years of managing digital budgets,…
You are likely sitting in a boardroom or a Zoom call right now, facing a familiar question from your executive team: “Why are we spending so much on LinkedIn when…
Testing a new business idea is a lot like planting seeds in different types of soil. You might have the best seeds in the world, but if the soil is…
I remember sitting in a glass-walled conference room three years ago, watching a client’s face turn a specific shade of pale. We had just spent six figures on a campaign…
The most successful brands often face the quietest rooms. After years of building a massive audience across social networks, you might find that your engagement rates are lower than when…
Have you ever stood before a board of directors, trying to explain why a few hundred dollars spent on a vertical video platform outperformed a legacy channel with ten times…
Many marketing leaders believe that being present on every available social network is the only way to capture a full audience. In my ten years of managing brand portfolios, I…
High-growth brands often fall into the trap of prioritizing viral visibility over actual sales, assuming that a massive audience will naturally lead to a healthy bottom line. In my decade…
Every morning, marketing managers face a familiar wall of data that rarely tells a single, clear story. You might see a high click-through rate on one platform, while another shows…
“The most expensive mistake in marketing is trying to be everywhere at once with a budget that only allows you to be somewhere effectively,” says digital strategist Sarah Evans. This…
