Tubi
Building an Integrated Marketing Engine
When I joined Tubi, seller demand for custom RFP responses was accelerating, but Tubi’s existing B2B marketing model was struggling to match its new scale. I led a targeted reorganization to establish and centralize a true Integrated Marketing function – improving speed, creative ambition, and direct revenue impact.
Team Building | Process Design
My Approach
Redesigning Roles to Match Business Need
I shifted an existing strategic account marketing role into a centralized Integrated Marketing function, focused on fielding RFPs across categories rather than supporting individual accounts. This enabled greater speed, consistency, and pattern recognition across pitches, while better aligning individual strengths with organizational demand.
Scaling Capacity with Intentional Hiring
To support increased volume and complexity, I hired additional headcount dedicated exclusively to Integrated Marketing. This investment reduced single-threaded risk, increased creative throughput, and allowed the team to respond quickly without sacrificing strategic rigor.
Integrating Branded Entertainment into the Pitch Engine
I embedded our brand partnerships lead into the Integrated Marketing workflow to ensure branded entertainment ideas were developed earlier and more systematically in the pitch process. This unlocked higher-value creative solutions, including a Content Hosting proposal for Walmart that exceeded $800K.
The Impact
By the end of 2024, the reorganization had doubled the team’s productivity. By mid-2025, the function was on track to triple output, and had contributed ideation to campaigns generating over $1M in net-new revenue. Seller feedback also showed a marked increase in confidence around marketing support, with custom ideation increasingly cited as critical to winning RFPs and driving revenue.
By 2025, the new integrated marketing team had tripled creative ideation support.
Senior Vice President, B2B Marketing, Tubi