You are an Account Executive at Meta responsible for a portfolio of mid-market and large advertisers in the U.S. retail vertical. Meta has strong reach across Facebook, Instagram, Reels, and Shops, but several clients are shifting spend toward TikTok, Google, Amazon Ads, and retail media networks. Leadership wants AEs to move beyond transactional media selling and build durable, multi-quarter partnerships that increase retention, wallet share, and adoption of higher-value Meta solutions such as Advantage+ shopping campaigns, Conversions API, Reels ads, and Meta’s measurement tools.
One of your highest-potential accounts, StyleCo, is a digitally native apparel retailer, and your manager asks you to present a 12-month account strategy focused on building an enduring partnership. StyleCo currently treats Meta as a performance channel rather than a strategic growth partner. The client is reconsidering its media mix because acquisition costs have risen, finance is pressuring marketing efficiency, and the CMO wants clearer incrementality and omnichannel impact. You need to decide how to deepen the relationship, defend Meta’s share, and grow the account in a way that is credible to both the client and Meta leadership.
| Metric | Value |
|---|---|
| StyleCo annual revenue | $420M |
| Annual paid media budget | $48M |
| Current Meta spend | $12M (25% share of wallet) |
| Current spend mix | Meta 25%, Google 35%, TikTok 15%, Amazon Ads 15%, Other 10% |
| Meta YoY spend growth | +2% |
| Overall paid media YoY growth | +10% |
| StyleCo blended ROAS target | 3.2x |
| Meta reported ROAS | 3.6x |
| Client-estimated incremental ROAS on Meta | 2.4x |
| New customer share from Meta | 38% |
| Reels share of Meta spend | 8% |
| Advantage+ shopping campaign adoption | 20% of Meta spend |
| Conversions API coverage | 55% of web events |
| Contract/planning cycle | Annual planning in 90 days |
Additional qualitative facts: