SITUATION
Brands currently face a fragmented digital marketing ecosystem where Retail Media Networks (RMNs) and Influencer Marketing Platforms (IMPs), the two fastest-growing digital verticals, operate in silos. This fragmentation leads to 'The Metrics Maze,' organizational friction between brand and shopper marketing teams, and a disjointed consumer experience.
TASK
As lead researcher for a Northwestern x LTK partnership, I developed a strategic roadmap and actionable GTM strategy to address the key challenges and integrate these networks holistically, moving beyond simple content "boosting" to true omnichannel synergy.
Brands currently face a fragmented digital marketing ecosystem where Retail Media Networks (RMNs) and Influencer Marketing Platforms (IMPs), the two fastest-growing digital verticals, operate in silos. This fragmentation leads to 'The Metrics Maze,' organizational friction between brand and shopper marketing teams, and a disjointed consumer experience.
TASK
As lead researcher for a Northwestern x LTK partnership, I developed a strategic roadmap and actionable GTM strategy to address the key challenges and integrate these networks holistically, moving beyond simple content "boosting" to true omnichannel synergy.
ACTION
Research: Co-conducted 22 in-depth interviews with leaders from Kraft Heinz, Hyatt, and United Airlines, and a quantitative survey of 204 professionals.
Research: Co-conducted 22 in-depth interviews with leaders from Kraft Heinz, Hyatt, and United Airlines, and a quantitative survey of 204 professionals.
Framework: Developed a 6-step strategy centered on Joint Business Plans (JBPs), unified budgets, and Data Clean Rooms to securely overlay data.
GTM Strategy: Authored three Go-To-Market scenarios applying the framework to CPG (Danone), Travel (The Robey), and Beauty (Rhode).
RESULT
Produced a definitive blueprint for incremental growth, outlining six key recommendations for consumer-centric marketing and transparent cross-channel measurement.
Produced a definitive blueprint for incremental growth, outlining six key recommendations for consumer-centric marketing and transparent cross-channel measurement.
REFLECTION & LESSONS LEARNED
Integration over Silos: Organizational fragmentation is the biggest barrier to ROI; unified budgets and shared KPIs are essential from Day 1.
Integration over Silos: Organizational fragmentation is the biggest barrier to ROI; unified budgets and shared KPIs are essential from Day 1.
Authenticity > Automation: While AI excels at media buying and data, human authenticity remains the primary driver of creator commerce.
