Co-marketing spend with a Tier-1 U.S. carrier was fragmented across execution, campaigns, and channels. Marketing efficiency was low, market share was flat, and co-marketing planning was opaque. Every product launch produced a campaign; but never a system.
Design an architecture that carried audience attention across the full consumer journey, brand moment, paid media, owned channels, and retail, with partner incentives tied to real channel outcomes.
Installed a Full-Funnel GTM Architecture with a single audience strategy sequenced from awareness, through consideration, to retail conversion. Layered a Joint Marketing Architecture (JMA) underneath to align partner incentives to channel economics. Partnered with Google and AT&T strategy teams on a shared measurement framework, so both organizations read the funnel the same way, not as two separate views of the same campaign.
The work was organized around one principle: every touchpoint earns its place in the consumer journey. Brand moment created demand. Paid media and owned channels carried it. .com and the sales floor both closed it. Leadership support, seller incentives, and associate enablement held the system together from ATL to BTL, the first truly full-funnel execution inside the partnership.
+228% YoY sales growth on the JMA-led campaign. +40 bps in market share. 4× marketing efficiency. The JMA and "Family" campaign became a global benchmark. The U.S. partner marketing program contributed to over $1B in annual revenue at its peak.