You are the Account Executive for a global retail advertiser spending $38M annually across Meta. The client currently runs separate plans across Facebook, Instagram, Reels, and WhatsApp, with different internal Meta teams pitching overlapping solutions. Leadership has asked you to create and execute a unified client strategy before the client's annual planning meeting in 8 weeks.
The account team includes 1 Client Partner, 2 Account Managers, 1 Measurement Partner, 1 Creative Strategist, 1 Meta Marketing Science lead, and shared support from Product Specialists for Advantage+ shopping campaigns and Click-to-Message ads on WhatsApp. The project is urgent because the client is considering shifting 20% of next quarter's budget to TikTok and Google if Meta cannot present a clear cross-surface growth plan.
Internal stakeholders include the Client Partner, Sales leadership, Measurement, Creative, Product Specialists, and Finance. They all support revenue growth, but they disagree on priorities: Sales wants an aggressive upsell target, Measurement wants time to validate incrementality, and Product teams want the client to adopt newer solutions that are not yet proven in this vertical.