Digital Strategy Consulting

Modern eXecutive Service

Experience matters, and with over a decade of focus in corporate digital strategy and brand building, XDF has the knowledge and specialization you need to develop your business further.

In leading and collaborating with teams across a variety of online campaigns and 360° initiatives, I have helped earn media agencies multiple 7-figures in commissions and developed strategies that have generated several 9-figures in revenue for clients like Google.

This advanced knowledge and exposure has spanned a diverse spectrum of industries, from retail, to telecomm, to entertainment, to fast-casual. With this abundance of media/business experience and perspective, XDF can support you and/or your team in taking your digital initiatives to the next level.

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To help you get better acquainted with capabilities, here are some core areas where XDF thrives.

While Brand and Performance are separate campaigns, it’s important that they work together to achieve an optimal user journey. We can work together by making sure your plans address key awareness, prospecting, consideration and intent touch-points - connecting the dots for cohesion.
- Brand & Conversion Lift Study Audit
- Amazon Path to Purchase Advising
- Website User-flow Assessment
- Campaign Timeline Planning
- Media Forecasting & Budgeting
Taking a data-driven approach to planning and strategy is not a novelty - it’s the norm. You should be leveraging every set of data you have available to inform as many moves as possible - if not every move. But with so many studies, analyses and test approaches at your disposal - need an expert to help you surface pivotal insights and arrive at a breakthrough story? That’s where I come in.
- Advance Analysis Review (MMM, MTA, MMT)
- Business Report Development
- Competitor & Market Analysis
- Industry Research & Application
Your dollars are precious, so targeting the right audience, at the right time, is key. Let’s explore which groups of people and personas best align with your campaign, and determine how your message can be best tailored to their needs and interest.
- Audience Performance Audit
- Platform Audience Scoping
- Tried-and-True vs. Aspirational Targets
- Persona Ideation/Development
Whether it is thriving or experiencing some challenges, it’s important to keep a close pulse on how your campaign is tracking and make sure you’re leading performance down the best track. In collaboration with your activation team, we can evaluate tactical and strategic steps to take to make your dollars work smarter and make sure that you’re staying ahead of performance trends.
- Incremental Conversion Actions (CLS)
- KPI Refinement & Prioritization
- Campaign Contingency Optimizations
- Seasonal & Monthly Shifts
In our rapidly changing world, people need a deeper connection with brands to build affinity, as well as establish trust and loyalty. Taking a tailored content approach that resonates is always best, but eve more important, you must remain authentic in the process. As a content creator, I can help you feel confident in creating experiences online.
- Social/Creator Insight
- Custom Integration Ideation
- Content Strategy Development
- Owned & Paid Media Alignment

Consulting Packages

For your convenience, I have organized XDF capabilities into (3) tiers. Of course, even a few sizes do not fit every case , but this gives you solid starting point in activating eXecutive services and equipping your business for success.

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Starter / Small Business

Business Type: Startups, small businesses, and solopreneurs (e.g., e-commerce, boutique retailers, local service providers, new app developers).

Pain Points: Limited marketing budget, unclear strategy, or a lack of in-house expertise in analytics and digital media.

Value Offered: Immediate insights, quick wins, and an affordable entry point to high-quality consulting.

→ Marketing / Business Audit
- Analyze performance and positioning to outline challenges and opportunities (e.g. ad campaigns, web activity, content engagement, business metrics)
→ Action Plan / High-Level Strategy
- Summarizes quick wins and recommendations, limited to 1-2 focus areas, based on your goals and objectives (e.g. channels, content, media metrics)
→ 60-minute consultation call to review findings and determine next steps
→ Delivered in 1–2 weeks,
- Dependent upon selected focus areas and resolution urgency.
→ Starting at $1,000 (flat fee based on business size and scope).

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Advanced / Extended Project

Business Type: Medium-sized businesses and growing brands/companies seeking to refine multi-channel strategies (e.g. regional retail chains, mid-size tech firms, SaaS companies).

Pain Points: Lack of cohesion between channels, underperforming campaigns, or insufficient strategic direction.

Value Offered: Comprehensive audits, actionable roadmaps, and performance optimization to maximize KPIs.

→ Comprehensive strategy
- Covers channel mix, KPIs, and budget recommendations.
- Provides appropriate context and rationale, taking into account marketplace activity and industry considerations.
- Includes ideas for creative and branding opportunities
→ Customized playbook / approach
- Part of strategy document, providing a roadmap for development and implementation.
- Can address product positioning, pricing and development.
→ 60-minute consultation call to discuss strategy
→ 2 follow-up review sessions to assess implementation progress
→ Delivered in 4–6 weeks,
- Follow-ups calls to be conducted within 2-3 weeks following delivery.
→ Starting at $5,000 (flat fee based on scope and complexity).

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Enterprise / Retainer

Business Type: Larger companies with established marketing teams or agencies seeking high-level oversight (e.g. Fortune 100-1000 brands, multi-national corporations).

Pain Points: Need for advanced analytics insight, long-term strategic guidance, and accountability for ongoing performance.

Value Offered: Regular reviews, tailored insights, and executive-level partnership to drive sustained growth.

→ Advisory Role / Function
- Act as a strategic partner to oversee internal or external execution, providing actionable strategic guidance based on business performance and objectives.
- Discuss and align on specific areas of focus to ensure time invested is prioritized effectively to drive the required impact/growth.
→ KPI Monitoring & Optimization
- Review campaign / program performance, and provide actionable insights and recommendations.
→ Ongoing Strategic Support
- Regular check-ins to ensure initiatives remain on track to deliver aligned outcomes, and discuss strategic pivots as necessary.
- Cadence dependent upon needs (bi-weekly, monthly, quarterly).
→ Workshops/Training for team development, as needed.
→ 3-6 months to ensure adequate integration and achievement
- Opportunity to maintain ongoing, part-time partnership with the company.
→ Starting at $4,000/month (depending on scope and complexity).

Strategic Consultation / Brainstorm

If you’re not quite ready to invest in a complete service package, but still looking for some immediate strategic support, then you should consider a low-cost consult.

Ideal for: Businesses needing quick, high-level collaboration to validate ideas, troubleshoot challenges, or refine their strategies.

What’s Included:
- Review of core materials or concepts that you provide at least 24-hours before the call.
- A focused, real-time discussion addressing your specific challenges or opportunities.
- Clear, actionable recommendations by the end of the session.
Rate: $125/hour (billed upfront).

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Client Work

Seeing is believing, so here are a few examples of the successful results that XDF has been able to bring to brands over the past few years (agency directorship + independent consulting):

Google Fi Wireless

Improve brand awareness/recognition and assert presence within the telecom services marketplace.
Scale subscriber acquisition, in tandem with persistent service product developments:
- Redevelopment of subscription features
- Reprioritization of phone provider partnerships
- Introduction of Free Trial offering
Establish a full-funnel strategy, rooted in performance incrementality, with the goal of reintroducing more consistent brand activations.
Develop an extended cross-channel digital campaign, emphasizing video to effectively demonstrate brand storytelling and cultivate brand familiarity.
Expand performance media coverage to capture brand lead generation waterfall, avoiding overlap to maximize scope of unique prospective subscribers.
- Establish refreshed performance benchmarks every 2 quarters to account for ongoing impact of service product developments.
- Understand variations in conversion behavior between Free Trial and Paid Sign-Ups, and establish appropriate KPIs for optimization.
- Conduct CPS and ROAS test to determine most effective optimization method to maximize ROAS (and LTV in extension).
Implement advanced media measurement (MMT, Conversion Lift Studies) to develop CPiS benchmark, and monitor evolving KPI trends.
- Identify correlation between standard and incrementality metrics to reinforce optimal media mix and accelerate scalable growth.
Extended brand activity achieved +15pts in Brand Awareness, +9pts in Consideration, and +7pts in Purchase Intent.
Surpassed subscriber goals by 20-30%, multiple years in a row.
- Consistently reduced and beat CPS benchmarks, reinforcing subscriber counts and LTV.
- Maximized modeled ROAS (~$7 avg.) metrics through successful KPI testing.
Beat CPiS benchmark by 15-20%, multiple quarters in a row.
✓ Client reported strong profitability and gradually increasing subscriber LTV.

Chromebook

Drive scalable brand consideration over subsequent years in the US
Expand presence globally (EMEA and APAC) in less than a year to align with YoY conversion growth goals
Establish a paid retail media network to reinforce revenue generation
Transition TV investment to CTV and YouTube to maximize brand campaign reach/frequency.
- Establish CPIL (cost per individual lifted) benchmarks to optimize efficiency trends
- Incorporate influencer and publication partnerships to further supplement brand impact
Implement a phased global launch strategy to prioritize large markets, and cascade learnings into remaining market rollouts to capitalize on learnings.
Activate across a diverse set of retail networks (Amazon, Criteo , Walmart) to diversify revenue streams, and establish path-to-purchase funnel on Amazon to integrate with brand activity.
Consistent brand lifts in consideration of +3-5pts, multiple years in a row.
- Digital campaigns beat CPIL goal by upwards of 10% in select quarters.
Avg. +100% increase in global conversions across years of management.
Over $100MM in revenue generated across years of management.

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Fitbit

Overcome significant market headwinds to maximize ROAS and profit
- Increased competition
- Shifting category trends
- Decreasing brand favorability
Change mid-funnel KPI from CPC to ROAS to reinforce revenue generation.
Shift flighting strategy to occupy competitor gaps throughout the year and align with emerging consumer trends (e.g. medical and early holiday shopping).
Increased ROAS and surpassed floor benchmark by 25% (~$5.00 overall).
- Highest reported ROAS for lowest funnel tactics upwards to $12.00.

HISTORY Channel

Optimize campaign channels based on tune-in efficiency measurement
Drive significant viewership to major network series and event premieres.
Compile a database of 3P measured CPTI (cost per tune-in) metrics across campaigns, channels, audiences and media tactics to establish benchmarks.
Align CPTI efficiencies with well-integrated tactics across offline and digital media to maximize tune-in potential.
- Geo-fence around OOH placements
- Leverage TV viewer data for digital retargeting
- Activate across partner web properties for TV placement discounts
Surpassed network premiere ratings goals for new series by avg. of 15%
Surpassed returning series ratings goals across network by upwards of 30%.
✓ Client reported observing increased TV viewer value from those driven by digital campaigns.

Ready to discover how XDF can partner with you to make an impact on your business?

I invite you to connect with me for a chat to hone in on your objectives and determine the best path for us to take. A quick and free 20-30 minute call should be enough to get some vision flowing. I look forward to it. 🤙🏽

Book A Call

Content Creation / Partnership

As a content creator over the past 7+ years, XDF has had the opportunity to partner with some of my favorite brands on various campaigns across social media channels. And this was only as a part-time, casual creator freshly moved to NYC. As I evolve XDF in a new era of creation, I would love to bring your brand along for the ride. Let’s get creative and make some magic happen.