Developing Capacity and Maximizing Impact - Helping Ad Agencies and Clients Innovate, Evolve, & Grow.

The Challenge

I began working in Advertising just as the industry was experiencing major disruption. Consumer behavior was shifting. Corporations were consolidating. Competition for customer loyalty was intensifying. The media landscape splintered from a few dominant TV networks and magazines into countless niche channels. And the internet was rapidly evolving from “experimental” to essential. Historically stable, traditional, and driven by the “Creatives”, advertising needed to change if it was to meet the moment.

My Role

Like everyone fresh out of school, I started at the bottom (as a Media Trainee). Within 10 years, I was promoted to Senior Vice President/Associate Media Director. But those are just titles and not my main focus. I wasn’t looking to just make “cool ads”, either. I wanted to drive measurable business success - for agencies and our clients. So, building on my degree in Marketing, I learned how to talk numbers, workshop creative ideas, and develop implementation tactics all in the same conversation (while keeping everyone rowing in the same direction). I became, to both internal and external partners, a business strategist, a consultant, a business development lead, a cross-functional connector, an operations specialist, and a capacity builder.

What I Did

Supported New Business efforts, helping agencies expand revenue and capabilities.

Built internal capacities—online RFP tools, training programs, early digital offerings—that made great ideas easier to execute at scale.

Produced competitive analyses and insights that informed budgets, go-to-market strategy, and overall messaging.

Championed data-driven thinking; helped internal partners and clients move beyond intuition-driven decisions and push past “we’ve always done it this way” thinking.

Served as a stabilizing, trusted partner during category disruption, product relaunches, market expansions, and brand repositionings.

Results: Agencies

Elevated the Media Department; became a trusted source for strategy, innovation, and incremental revenue.

Helped land and grow New Business representing $100M+ in billings, then hired & led the teams that ran the accounts.

Cut manual effort, unlocked incremental digital revenue, and empowered people to think more creatively & operate more strategically.

Results: Clients

Developed and launched B2C/ecommerce client’s first-ever integrated TV, radio, print, and outdoor campaign.

Unlocked new market segments and led the $35M relaunch of B2B client’s digital office product line.

Helped B2C/wireless carrier triple their national footprint while growing the advertising budget 4x.

Unified internal partners & B2B data/analytics client around a new strategic positioning for their business model & digital transformation.

Results: ME

My time in Advertising taught me not only how to grow brands, lead teams, and build durable systems—it taught me that effective strategy is about purpose and impact, not just reach. I learned how to identify favorable opportunities, blend big ideas with disciplined execution, design processes that support innovation, and lead people through change. An entrepreneurial training ground in collaboration, innovation, and resilience, it showed me how to stay grounded and focused while everything around me evolves.