90-Day Action Plan
This is what I would aim to accomplish in my first 90 days as Director, Performance & Paid Marketing at Wealthfront
I firmly believe an advertiser cannot GRP their way into becoming an iconic brand.
1 /
Acquire deep understanding of brand and performance media goals as well as assessment of current marketing strategies and tactics
2 /
Design survey and launch brand impact measurement appended to all digital media; optimize to brand lift outcomes via “persuadability indicators”
3 /
Kickstart iterative creative testing process, explore maximizing insights with media investment
4 /
Determine media touchpoint combinations that yield highest brand impact, conversion rate, and deposit volume
5 /
Set-up holistic reach/frequency measurement to assess channel overlap, saturation, and incremental reach
6 /
Build framework for testing effective frequency ranges for brand lift, site visitation, and funnel entries
7 /
Create reach extension and frequency boost segments based on un-exposed and under-exposed audiences
8 /
Create roadmap for smart bets channel expansions as well as learnings for today to succeed tomorrow
(Ex: How do we tap into AI to build out custom algos within preferred DSPs)
9 /
Deep dive ways to improve media buy quality via brand safety/suitability and ad attention quality monitoring
10 /
Build meaningful relationships across the organization