When I joined Publicis Global Delivery in August 2024, I was assigned to one of the largest accounts in the agency — Disney+. This was not a regional account or a single-platform brief. Disney+ operates across every major market in the world, and the paid media operation behind it reflects that scale. From day one, my role was to support end-to-end campaign execution across four distinct regions, each with their own audience behaviours, platform preferences, creative sensitivities, and approval hierarchies.

Most analysts at my experience level spend their early career learning one or two platforms deeply. On the Disney+ account, I was expected to operate fluently across nine. On social: Meta, TikTok, Snapchat, and YouTube. On programmatic: DV360, Amazon DSP, and Yahoo DSP. On search: Google Ads and SA360. Every platform has its own logic, its own optimisation levers, its own reporting quirks — and I had to learn all of them under live campaign pressure.

A single title launch — say, a new Marvel series dropping on Disney+ — could involve simultaneous campaign activations across Meta, TikTok, YouTube, and DV360 in multiple markets, each with different creative assets, audience segments, budget allocations, and flight dates. My responsibility was to ensure every campaign was set up correctly, QA'd before launch, and monitored daily for pacing, spend, and delivery anomalies.

Budget management was a core part of the role. Across social channels alone, I was responsible for overseeing more than $1 million in spend. This was not set-and-forget money. Budgets shifted constantly — weekly, sometimes daily — based on title performance, seasonal moments, competitive activity, and client priorities. I managed these reallocations across platforms and markets, ensuring every dollar moved cleanly and pacing targets were met without overspend or underspend.

Reporting was equally demanding. I built and maintained performance reports using Looker Studio, SA360, Meta Insights, and Smartly.io, delivering regular updates to the offshore strategy team and the end client. These were structured narratives that surfaced what was working, what was underperforming, and what action we recommended next.

One of the most valuable things I took from this experience was an intuitive understanding of how different platforms serve different roles in a media plan. Meta is emotionally driven — the creative has to do the heavy lifting. TikTok operates on a similar principle but with even more emphasis on speed and hooks. YouTube gives you more time but less patience — seconds to justify attention before they skip. Programmatic platforms like DV360 and Amazon DSP are about precision and reach rather than creative engagement.

Running campaigns across all of these simultaneously, for the same client, in the same time window, taught me to think about paid media as a system rather than a collection of individual platform tactics. The platforms are different tools, but the objective is the same: find the right person, show them the right thing, at the right moment, and do it at a cost that makes sense for the business.

In an agency environment at this scale, errors are not tolerated. A wrong budget, a misrouted creative, a campaign that launches a day late in the wrong market — any of these can cost real money and real client trust. From the start, I operated under a zero-error delivery standard. That meant rigorous QA processes before every launch, detailed checklists for every platform, and a habit of double-checking every number before it went into a report or a budget sheet. Over nearly two years on this account, I maintained that standard consistently.

Working on Disney+ at this scale gave me something most early-career marketers do not have: a genuinely global perspective on how paid media works across platforms, markets, and funnel stages. I understand how Meta's algorithm behaves differently in the US versus Southeast Asia. I know why a TikTok creative that performs in LATAM may not translate to EMEA. I have operated at the intersection of search, social, and programmatic simultaneously.

More importantly, this experience taught me how to operate under pressure, at scale, with real accountability. The budgets were large, the stakeholders were global, the margin for error was zero, and the pace never slowed down. Everything I have done since — from the creative strategy work to the automation tools I have built — grew out of this foundation.