Go-to-market.
Media built to scale.
I joined a large-scale wealth management firm to develop the growth plan and help the internal team put it into practice. I came in as an interim marketing leader and then took on media, leading the work needed to activate that plan and scale investment responsibly.
- The setting
- PE-backed wealth management
- My role
- Interim marketing leader, then head of media
- The work
- Go-to-market, media scaling and marketing delivery
The scale of the plan
The media investment plan for 2026 was 3.2× the firm’s 2025 spend. Approved funding for 2027 reached 4.6× that same baseline.
That scale called for more than a bigger media plan. The business needed the forecasts, measurement, agency support and internal ways of working to make decisions about a much larger investment.
The assignment
Take the growth plan into market and help the internal team run it. Connect the audiences and media choices to the funding model, the delivery responsibilities and the information leaders would use to decide what to scale.
My remit expanded from growth planning and marketing modernization to leading media. I worked with the internal team and agency partners on both the plan and the day-to-day requirements for delivering it.
What I led
- A segment-led go-to-market plan across the full marketing funnel, with the internal team and workflows to activate it.
- Paid media leadership and investment planning to support a substantial increase in scale.
- The media funding and forecast model, connecting investment assumptions to expected performance.
- Measurement connected to the CRM, dashboard prototypes and performance reviews to support spending and optimization decisions.
- Agency selection, onboarding and governance, with clear ownership across internal teams and external partners.
What we put in place
A go-to-market plan with the media leadership, financial models, measurement requirements and delivery structure behind it.
The forecast model and dashboard prototypes gave the team a way to evaluate investment choices and track performance. Agency governance and internal workflows clarified how the work would get delivered as the media plan grew.