The Marketing Control Center

The problem

Nobody owns this problem, because it does not fit one department.

Retail media, brand spend and promotion are planned by different teams, on different data, with no shared model of incremental return.

Every group can defend its own number. Nobody can defend the portfolio.

• Cross-functional: brand, shopper, retail media, finance.
• Requires interoperability across ad platforms, retail networks and finance systems.
• No single source of truth on incrementality; no single owner of the budget.

Sub-teams

A team is not flat. It has units, and units have squads.

Like a football team: an offense, a defense, a coaching staff, a scouting operation and a front office — and inside each, specialist squads. Pick a unit, then open a squad to see what it enacts and who is in it.

A resume, not a feature list

What one member is actually accountable for.

Budget Steward

Ruth Ellery

Responsibilities

• Executes reallocation inside pre-approved bands.
• Holds the single view of committed, pacing and available spend.
• Prepares the ask when a move exceeds authority.

Decides alone

• Moves inside approved bands and within the current period.
• Pacing corrections under the stated threshold.
• Freezing spend on a channel flagged by the Attribution Skeptic.

Escalates to a human

• Any move above the band, or across fiscal periods.
• Reductions to a committed retailer program.
• Any move that changes a contractual minimum.

Measured on

• Incremental return on reallocated dollars.
• Pacing accuracy against plan.
• Zero unapproved moves.

Works with

Marketing Mix Modeler · Retail Media Buyer · Promotion Analyst · Attribution Auditor

Capabilities

What the team does, week after week.

• One incrementality model across brand, shopper and retail media.
• Network-level allocation with daily pacing.
• Promotion depth, timing and cannibalization analysis.
• Adversarial review of every claimed lift.
• Reallocation inside pre-approved authority bands.
• A ledger of every money move and its realized return.

Price list

Fixed price per job. Guaranteed result.

Prices are shown as units. Figures are set on your signed price list. Price placeholder

• Mix and incrementality refresh

  Marketing Mix Modeler

  Refreshed model with validated holdouts.

  TBD per brand / cycle

• Retail media allocation

  Retail Media Buyer

  Allocation plan meeting stated return floor.

  TBD per network / month

• Promotion evaluation

  Promotion Analyst

  Depth and timing recommendation with cannibalization estimate.

  TBD per promotion

• Lift audit

  Attribution Auditor

  Claimed lift confirmed or overturned with evidence.

  TBD per claim

• In-period reallocation

  Budget Steward

  Executed moves inside authority, fully logged.

  TBD per cycle