Situation.
An expanding product portfolio across multiple regions depended on legacy paid programs that had stopped performing. At the same time, buyer discovery was moving into AI search and communities where the brand had little presence.
Action.
I took ownership of global paid digital across search, display, CTV, LinkedIn, Reddit, Quora, retargeting, and third-party media. I cut spend from underperforming programs and launched Reddit, Quora, and CTV. I also piloted ChatGPT Ads, built a review-platform strategy for visibility in LLM and ChatGPT results, and led a full YouTube channel overhaul from scope through vendor delivery.
Result.
In 2024, digital met a pipeline commitment raised 25% year over year. In 2025, influenced pipeline grew 83% to $463M across 3,262 deals, with touchpoints up 186% and Q4 coming in as the strongest quarter at $130M. 2026 pipeline commitment was met in the first 8 months, despite reduced martech capability and budget uncertainty. Three years, rising goals, consistent delivery.
- 7
- New paid digital channels launched
- 48
- New 3P vendor channels added
- 0
- Budget increase
- 4/4
- YouTube revamp review rating
- 2×
- Consecutive "Sets a New Standard" review cycles