Marketing · Partnerships · Content systems
Growth is a format question before it is a posting question. Most accounts are not under-posting, they are repeating the wrong thing.
Three pieces of work, the numbers attached, and how I would run the first ninety days.
Freelance, contract or part time.
Most of it runs in the offseason. Boaters love boating in February, when nobody is selling to them.
Eighty-nine creators, a purpose-built pipeline for each of seven product lines, one tracker everybody reads. Decisions weekly rather than quarterly, because a format that is working has a shelf life and a format that is dying should be cut before the next buy.
I built the measurement alongside the program rather than after it. Three funnel stages measured rather than estimated, which is how I can tell you engagement doubled and earned media value grew 55% year over year instead of guessing at it.
Reach is the easy half. The hard half is whether anyone stays.
I led the global relaunch of Today’s Top Hits through an editorially led digital and earned ecosystem. It generated 4.1B impressions and supported a playlist reaching 110M monthly listeners. The work was editorial, social and earned running as one system rather than three calendars.
The person is the format. The system has to fit how they actually live.
I built the first class with Read Davis, John Marks, Brittney Schafer and Rachel Whitney. No template, no precedent. Ten artists announced each January, with playlists, a Nashville billboard and Singles attached. Half the 2022 class was unsigned, so it was discovery rather than confirmation. The 2021 class included Lainey Wilson. The 2022 class included BRELAND.
A campaign ends when you leave. A system does not.
I helped build EQUAL and scale it across 180+ markets: the structure, the monthly ambassador, the covers, the billboards. I left in 2022. It launched in 2021 and it is still running, which is the only real test of whether the thing was a system or a moment.
Weeks one to three. Pull twelve months of posts across every account and sort them by what actually happened rather than what was planned. Find the four or five that outperformed and work out why. Usually it is a hook shape, not a topic.
Weeks four to eight. Turn the winners into named recurring formats with a brief anyone can run. Set the cadence to what the person can sustain on a real week, not an ideal one.
Weeks nine to twelve. One tracker everybody reads, decisions weekly. Kill what is flat, scale what is not, and hand the whole thing over as something the team runs.