Project Context

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.

Key Stakeholders

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.

Constraints

• Timeline: 8 weeks until the annual planning meeting
• Budget at risk: $7.6M of next-quarter spend
• Team capacity: no additional headcount; Product Specialists can support only 4 hours per week each
• Client asks for one integrated plan, one executive narrative, and one measurement framework
• Dependencies: QBR data refresh available in 10 days; creative testing results available in week 4

Complications

1. The Reels specialist is pushing for a large test budget, but the Measurement Partner says there is not enough evidence yet to recommend it as a core investment.
2. Finance has flagged that the proposed incentive package may reduce short-term margin, and Sales leadership still expects you to hit a 12% YoY growth target.

Your Task

1. Build an 8-week execution plan to align internal stakeholders around one client strategy.
2. Define how you will resolve competing priorities and make trade-off decisions.
3. Specify the deliverables needed for the client annual planning meeting.
4. Identify the top execution risks and mitigation steps.
5. Define success metrics for both internal alignment and client adoption.