Connecting multimillion nonprofit investments to real outcomes
At Blue State, I direct media strategy across a portfolio of major nonprofit accounts — organizations doing some of the most consequential work in medical research, global development, human rights, and beyond. The scale is significant: multimillion-dollar media investments where every dollar has to justify itself not just in performance metrics, but in mission impact.
My role sits at the intersection of strategic planning and hands-on execution. I develop and own media plans that translate organizational goals into channel strategies, manage cross-platform campaigns from briefing through optimization, and build the reporting frameworks that connect media activity to real-world outcomes. This means working closely with account teams, creative partners, and clients to ensure media isn’t an afterthought — it’s the engine that makes everything else land.
What makes this work distinct is the accountability structure. In nonprofit media, there’s no vanity metric that justifies a missed opportunity. Every plan has to answer the question: did this actually move the mission forward?
What I Actually Do
- Direct media strategy across a portfolio of major nonprofit clients at one of the leading purpose-driven agencies
- Develop full-funnel media plans that connect awareness, engagement, and conversion to mission-level outcomes
- Manage cross-platform campaigns across paid digital, social, programmatic, and traditional channels
- Build performance reporting frameworks that translate media metrics into mission impact language for client stakeholders
- Collaborate with account, creative, and analytics teams to ensure media strategy is integrated from brief through delivery