Company Context

You are a newly hired Account Executive at Meta, covering a portfolio of large enterprise advertisers in the US retail vertical. One of your highest-priority accounts is a publicly traded omnichannel retailer, StyleCo, with $4.8B in annual revenue, 620 stores, and a growing e-commerce business. StyleCo currently spends $18M annually on digital advertising, but only $2.5M of that goes to Meta across Facebook, Instagram, Reels, and Advantage+ shopping campaigns. Most of its budget is concentrated with Google, Amazon Ads, and connected TV partners. Meta leadership believes the account could grow to $8-10M annual spend over the next 24 months if the relationship is repositioned from tactical media buying to strategic executive partnership.

Strategic Situation

The challenge is not simply selling more impressions. StyleCo's CFO is skeptical of incrementality claims, the CMO believes Meta is strong for upper funnel but weaker for measurable store traffic, and the Chief Digital Officer is evaluating retail media and creator partnerships as alternative growth levers. In the last 12 months, StyleCo ran 14 Meta campaigns with mixed outcomes: strong CPM efficiency, but inconsistent attribution and limited executive engagement. Your manager asks you to design a strategy for building trust with C-level executives and key stakeholders so Meta can become a strategic growth partner rather than a channel vendor.

You have 6 months to improve executive relationships and influence StyleCo's FY planning cycle, which begins in Q4. You can bring in Meta partners from Measurement, Creative Shop, and Meta Business Messaging, but internal specialist support is limited and must be prioritized.

Data Points

Additional context:

• StyleCo's CFO requires payback within 90 days for incremental media investments.
• Meta has access to Conversion Lift, GeoLift, and MMM support, but only one major measurement engagement can be staffed this half.
• The current relationship is strongest with the Senior Paid Media Manager; there is no regular C-suite cadence.

Deliverables

1. Assess why trust is currently limited across StyleCo's executive stakeholders.
2. Segment the key decision-makers and define what each needs to believe to expand Meta investment.
3. Recommend a 6-month trust-building and account growth strategy for Meta.
4. Prioritize which Meta capabilities, proofs, and executive engagements to deploy first.
5. Define success metrics and expected commercial impact if the strategy works.

Constraints

• You have limited specialist bandwidth and cannot run every proof simultaneously.
• You must show meaningful progress before StyleCo's annual planning cycle in 6 months.
• Any recommendation must balance short-term revenue goals with long-term credibility; overpromising will damage the account.