Company Context

You are an Account Executive at Meta managing a portfolio of mid-market advertisers in the U.S. retail and direct-to-consumer space. Your book of business includes 18 active accounts spending a combined $24M annually across Facebook, Instagram, Reels, and Advantage+ shopping campaigns. Meta leadership wants AEs to move beyond transactional media selling and operate as strategic partners who act like a true extension of clients' marketing teams.

Strategic Situation

One of your largest clients, NovaStyle, is a digitally native apparel brand with $180M annual revenue and a $12M annual paid media budget. Today, NovaStyle spends $4.2M with Meta, $5.1M on Google/YouTube, $1.8M on TikTok, and $0.9M on affiliate/influencer channels. The CMO is reconsidering agency scope and internal team structure because growth has slowed: revenue grew 8% YoY last year versus 22% YoY the year before. Meta's share of wallet has been flat for 6 quarters.

Your manager asks you to prepare a strategy for how you would become a true extension of NovaStyle's marketing team over the next 12 months, with the dual goal of improving client outcomes and increasing Meta's strategic relevance. This is not just an account management question; you need to define what operating model, planning cadence, measurement approach, and growth agenda would make Meta indispensable.

Data Points

Additional context:

• NovaStyle's internal team has 1 CMO, 1 performance marketing lead, 2 channel managers, 1 CRM manager, and 1 analyst.
• Their agency manages campaign trafficking and weekly reporting but does not own cross-channel strategy.
• NovaStyle has implemented the Meta Pixel, but Conversions API coverage is only 45%.
• Only 20% of Meta spend is currently allocated to Reels and Advantage+ shopping campaigns.

Deliverables

1. Define what it means, in practical terms, for a Meta AE to act as an extension of NovaStyle's marketing team.
2. Diagnose the biggest strategic gaps in NovaStyle's current marketing operating model and channel mix.
3. Recommend a 12-month client strategy that improves business performance and deepens Meta's role.
4. Quantify the upside for NovaStyle and estimate the potential impact on Meta share of wallet.
5. Propose how you would structure governance, planning cadence, and success metrics with the client.

Constraints

• You cannot ask NovaStyle to increase total paid media budget by more than 10% in the next 12 months.
• The client team is resource-constrained and unlikely to hire more than 1 additional full-time marketer.
• Any recommendation must show measurable business impact within 2 quarters.
• You must work within Meta's role as a platform partner, not as the client's formal agency of record.