How We Work
The process behind every engagement.
Three steps, same sequence, every time. A fit call and initial audit define what comes next. Which lane you're in shapes how we implement, not whether we follow the steps.
The process
Same process, every time. Different lanes.
01 · Diagnose
Audit every account. Surface what's leaking.
We start with access across your digital channels — paid search, paid social, organic, SEO, email, social media, content, web, or whatever combination you're running. Full audit of campaign structure, naming conventions, attribution setup, and UTM discipline. Performance pull across whatever window gives us the cleanest signal.
We're looking for where spend is going without measurable return, where attribution is broken so you can't see the truth, and where the operational layer is missing entirely. Most accounts have all three.
02 · Prioritize
Rank the moves by impact. Agree on the plan.
Every opportunity gets dollar-weighted. How much is this leak costing per month? How much lift is realistic if it's fixed? How long to implement? We rank by ROI, not by what's most interesting to work on.
The output is a dollar-weighted opportunity plan. You see exactly what we found, what we'd fix first, and why. Nothing abstract. The plan is yours to keep whether you continue working with us or not.
03 · Implement
Coach or build. Often both.
Implementation takes one of two forms, or both. We coach your team to execute against the plan. Or we build the operational system that automates and manages the work. The audit tells us which one fits.
Most engagements end up doing both. Build the system first (4–8 weeks). Then coach the team to run it (ongoing). The goal is that you own the performance, not us.
The three lanes
The audit defines which lane fits. Sometimes more than one.
Coaching & Advisory
We work directly with whoever is running the accounts, and keep leadership informed throughout. Weekly 60-minute working sessions. Async review of live campaigns between sessions. Playbooks, QA checklists, and the optimization roadmap your team executes against. Regular performance reviews with leadership.
Weekly working session with whoever runs the accounts
Async campaign review between sessions
Monthly performance review with leadership
Quarterly strategic review
For: businesses that want senior digital marketing expertise applied to live channels, without adding headcount.
Operational System Build
We build the management layer that should have been there from the start. Dashboards that span your channels. Automated reporting that arrives on a schedule. Alert rules that fire before problems cost money. Naming and UTM standards enforced across every channel. Reusable campaign templates. By week 8, your marketing operation runs on a system, not a person.
Week 1: Architecture confirmed, connections established
Weeks 2–6: Dashboards, reporting, automation, naming, templates
Weeks 7–8: Training, handoff, documentation
Ongoing upkeep available: monitoring and integration maintenance
For: teams whose performance is plateaued because the operational layer isn't there. Often pairs with Lane 01 after handoff.
Embedded / Fractional Lead
We're in the cockpit with you. Strategy, budget allocation, execution across channels. Senior ownership of the numbers, not just advice. Effectively a fractional senior marketing leader for clients who need someone driving the work but don't want to add the headcount.
Strategy and budget ownership across all accounts
Execution on performance decisions, not just recommendations
System Build often runs in parallel during embedded engagements
For: leaders who need senior bandwidth now and can't justify a full-time hire at that level.
How lanes combine
Build + Coach
System Build (Lane 02) plus Coaching retainer (Lane 01). Build the operational layer, then coach the team to run it. The most common sequence.
Coach-only
Start with Coaching (Lane 01) if the accounts are in decent shape and the systems are partially in place. Add Build later if needed.
Embedded
Lane 03 for clients who need senior ownership now. System Build often runs in parallel as part of the embedded work.
Find out what's leaking before you spend another dollar.
20-minute fit call first. We talk through your accounts, your team, your spend. If an audit makes sense, we scope it. If it doesn't, we'll tell you.