YETI, known for its premium coolers and drinkware, had strong brand equity in the US but needed to translate that into culturally resonant campaigns across five EMEA regions simultaneously, each with different retail relationships, seasonal patterns, and audience affinities.

The challenge was not just creative, it was operational. Multiple agencies, internal stakeholders, external production partners, and brand guardians all needed to move at the same pace without compromising quality or brand consistency.

I restructured the briefing and review process from the ground up, creating a single integrated brief that could inform channel-specific executions without losing strategic clarity. This involved aligning creative, social, production and media partners to a shared delivery rhythm.

Weekly communication touchpoints were established with YETI's senior stakeholders across Amsterdam and the US, creating trust and transparency that allowed faster decision-making. Budget ownership of ~€1M/year was managed across production, media, and agency fees with full P&L accountability.

The new briefing and review process reduced creative iteration cycles by 20–30% within the first quarter of implementation. Cross-agency collaboration became more structured, with clearly defined scopes reducing overlap and rework.

Beyond the metrics, the most meaningful outcome was a deeper, more trusting relationship with the client. One built on proactive communication, creative protection, and delivery discipline.