MEDIA GOVERNANCE · ENTERPRISE PORTFOLIO
Making $70M+ of media investment easier to see, govern and act on.
A multi-account operating model connecting allocation, pacing, forecasting and risk signals across global paid media programmes.
04Scope$70M+ annual investment
Clients30+ enterprise clients
Accounts60+ advertising accounts
RoleGovernance and leadership
DisclosureAggregated portfolio data
01 · The challenge
Portfolio scale creates a visibility problem: spend changes quickly, risk appears unevenly and teams need a common language for prioritising intervention.
02 · My diagnosis
More reports would not solve the issue. Leaders needed a decision layer that separated normal variance from material risk and connected financial pacing with operational ownership.
The work began by reframing what the system actually needed to accomplish—not by starting with a channel feature or a preselected tactic.
Evidence views
Different views of the system—not repeated decoration.
03 · The system I designed
See
Create one trusted view of budget, actual spend and progress.
Signal
Classify pacing and forecast risk using explicit thresholds.
Decide
Prioritise intervention by materiality and commercial context.
Own
Connect every action to a clear team and review cadence.
04 · Decisions & trade-offs
The judgement behind the work.
- Focus leadership attention on exceptions instead of every account equally.
- Keep budget governance and campaign optimisation connected but operationally distinct.
- Design reporting around decisions and owners, not passive data consumption.
05 · Measured impact
06 · Leadership reflection
“Governance creates value when it improves the speed and quality of decisions. The system had to be precise enough for operators and simple enough for leadership to act on quickly.”