Doubling managed investment through audience-led planning.

The strategic shift was simple to state and harder to operationalize: move from keyword-first planning to an audience system that connected intent, segmentation, and investment decisions.

Media Director · Starcom / Performics · Audience segmentation · Omnichannel planning · Managed-investment growth

Shifted planning from a keyword-first model to audience segmentation and intent, created a shared logic connecting search and broader omnichannel investment, and turned planning into a stronger business case for incremental managed investment.

Managed investment doubled to $100M.

Evidence boundary

The $100M figure is managed media investment. It is not revenue or personal P&L ownership, and no unsupported six-month timing claim is made.