Executive influence · global search strategy · F21

$1M+ won. 12 markets in 45 days.

Pitched the Brown-Forman executive committee for $1M+ in mid-year emergency funding. Won. CMO presented results to the Board of Directors.

Search SOVGlobalExecutive influence
21–54% Global Search SOV ↑ from 0% across portfolio
EMERGENCY BUDGET
$1M+
won from B-F exec committee
MARKETS LIT UP
12
BR
INCREMENTAL CLICKS
4M+
to branded sites + retail
MARKET LIFTS
+22–64%
BR
PERFORMANCE
B-F portfolio Search SOV — before vs. after
What 45 days of executed funding actually moved across 12 markets.

How we won the budget

  1. Modeled $50M opportunity cost of being invisible during peak holiday demand using a B-F data scientist's market sizing.
  2. Built a 10-slide pitch translating digital strategy into the language a finance/ops-heavy exec committee would buy: ESOV, loss aversion, competitive gap.
  3. Reframed the proposal around the CMO's existing 'Excess Share of Voice' thesis to ride a tailwind rather than fight headwind.
  4. Talked reluctant market directors out of OOH (UK MD wanted Piccadilly Circus) and into Search where intent was actually expressed.

What 45 days produced

  1. Search SOV jumped from ~0% to 21–54% across 12 markets including Brasil, Mexico, Australia, Germany, Spain.
  2. 32M impressions to high-intent audiences at a $2.44 CPM — under any premium-spirits benchmark.
  3. 4M+ incremental clicks to branded sites and retail partners during peak holiday demand.
  4. Outcomes presented by the CMO directly to B-F's Board of Directors.