The Future of Integrated Media: Smarter Digital Marketing for Revenue Growth

The Future of Integrated Media – Smarter Digital Marketing for Revenue Growth

"It’s no longer about winning the channel; it’s about winning the customer. Too often, brands optimize for individual platforms without considering the bigger picture. Today’s consumers move seamlessly between channels. If we reach the right audiences with the right message and high-impact creative, we lift all ships. The brands that break down silos and adopt an integrated, customer-first approach will drive real, measurable growth." That’s a quote from Sammy Rubin, VP of Integrated Media at Wpromote, and a sneak peak at today’s episode. 

In this episode The Future of Integrated Media: Smarter Digital Marketing for Revenue Growth I  sat down with Sammy Rubin, VP of Integrated Media at Wpromote, to discuss the evolving landscape of digital marketing and how business leaders can optimize their media strategies for sustainable revenue growth.

With budgets tightening and expectations rising, business leaders must rethink how they allocate marketing dollars. Sammy emphasizes the need for brands to unify their internal teams, leverage data-driven decision-making, and test integrated strategies that align with evolving consumer behaviors to drive sustainable revenue growth. 

Be sure to stay until the end when Sammy shares what you need to start optimizing integrated media asap! 

Are you ready to take your marketing strategy to the next level! Let’s go! 

Kerry Curran, RBMA (00:01.186)
So, welcome, Sammy. Please introduce yourself and share your background and expertise.

Sammy Rubin (00:07.025)
Thank you so much for having me. I'm Sammy Rubin, VP of Integrated Media at Wpromote, a leading independent marketing agency. I do everything from consumer insights and category intelligence to media planning and buying. Everything we do is underpinned by industry-leading intelligence, and we have an amazing creative team as well. So, we really support clients in achieving their business goals through all aspects of our work.

In my role as VP of Integrated Media, I oversee the teams developing integrated strategies for our clients—everything from CPG to retail to entertainment. I have the privilege of being part of these teams and helping to guide what we take to market.

Just a bit more background about me: I've been on the agency side my whole career and have had the privilege of working with some amazing brands. I’ve partnered with disruptor brands like SoulCycle and Yasso Frozen Greek Yogurt (which is always stocked in my freezer), as well as Fortune 500 companies like Nike and WarnerMedia. I started as a paid search manager, and it’s been an incredible journey evolving from a single-channel focus to an integrated media leadership role.

It’s been amazing to watch media evolve and see how having an integrated media lead on your business is a no-brainer. It provides a holistic view of how all marketing investments contribute to business results—which is what we’re all rallying around today.

Kerry Curran, RBMA (01:51.15)
Thanks, Sammy. I'm so excited to have you and hear about what you're seeing, hearing, and doing these days. We’re such kindred spirits—I also grew up in the performance media world. I actually started as an SEO manager because, at the time, paid search was still new. But you’re right—there has been so much evolution, and the channels are constantly changing and getting smarter.

To your point, you can’t just have a single-channel approach or strategy anymore. I love your integrated media role. You must get to see it all. What trends are you seeing these days?

Sammy Rubin (02:33.041)
Yes, my focus over the past 18 months or so has really been on commerce. There are many definitions of commerce in this space right now, but what I m