Building Trust Through Data: FFIA Framework at Stand Together

Stand Together

Nonprofit / Advocacy | Cross-Platform Measurement | Director of Paid Media

The Challenge

Paid media lacked internal trust. Reporting was fragmented, quality signals were misaligned with business goals, and creative cycles weren’t driving meaningful engagement.

The Approach

Built and launched the FFIA (Fact-Finding, Insight, Action) reporting model. Reimagined content sequencing around publisher-aligned benchmarks, and trained teams on new measurement protocols.

The Outcome

📊 86% YoY revenue growth

📈 3X improvement in Web QUE (Quality User Engagement)

My Role

Authored FFIA model, led media and measurement strategy, and drove full creative + analytics alignment across the org.