Fresh out of the oven ✓

Retail media & full-funnel strategy

Full-funnel growth,
made from scratch.

I'm Taylor, a retail media strategist who treats every campaign like a recipe: the right ingredients, a tested method, and results people actually taste. I've scaled an offsite portfolio, launched brand-new partners from zero, and now I'm building the operations that keep every campaign on schedule.

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Today's specials
Annual media investment managed$0M+
Brand partners managed (excl. sub-brands)0

The pantry

What's always stocked

The core ingredients I reach for on every media plan: strategy, platforms, and the tools that turn a plan into performance.

Strategy

Paid Media Strategy & Execution

Strategy

Full-Funnel Campaign Planning

Strategy

Retail Media & eCommerce Advertising

Strategy

Paid Search & SEM Optimization

Strategy

Data Analysis & Performance Reporting

Strategy

Strategic Media Planning

Retail media

Petco.com Ads

Paid social

Meta Ads Manager, TikTok, Snapchat, Pinterest, Reddit Ads

Programmatic & search

DV360, SA360, Google Ads

Recipes

A few things I've cooked up

Four stages of the same career, broken down the way I actually build a media plan: ingredients, method, and the results worth tasting.

The Offsite Build
Serves: $5M+ in annual investment

Ingredients

  • 34 brand partners (not including sub-brands)
  • Meta, TikTok, Snapchat, Pinterest, Reddit Ads
  • DV360, SA360, Google Ads

Method

Directed offsite media strategy across the full portfolio as Offsite Media Specialist, allocating budget and audience targeting to drive traffic and sales, and leading vendor calls to review performance and shape recommendations.

Tasting notes: a full offsite portfolio, run at scale: $5M+ across 34 partners.
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Chef's note

Managing 34 relationships at once is basically a sport at this point. I'm training for the Olympics.”

Back to the recipe
Launching From Zero
A blank page, for every new brand

Ingredients

  • Net-new-to-Petco brand partners
  • Onsite + offsite channel mix
  • No existing data, no precedent

Method

As Integrated Media Planner, built first-ever media strategies for a larger roster of smaller brand partners just launching on Petco's platform: audience approach, channel mix, and initial campaign structure, from scratch each time.

Tasting notes: directionally strong early performance as these launches matured, with stronger new-to-brand purchases and campaign efficiency, even without a playbook to start from.
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Chef's note

Nothing like a blank page and zero historical data to keep things interesting. Very character-building.”

Back to the recipe
The Creative Asset Bank
Prep: one system, every brand

Ingredients

  • Cross-brand creative library
  • Standardized, launch-ready assets
  • Redesigned planning workflow

Method

Building a centralized creative asset bank for every brand partner, so campaigns launch on schedule instead of stalling on a missing asset, and redesigning the planning workflow behind it.

Tasting notes: fewer revenue-impacting delays, one system instead of 30+ one-off scrambles.
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Chef's note

If I never have to hunt down a missing asset again, I will die happy.”

Back to the recipe
Audience Strategy, Zoomed Out
Serves: the whole portfolio at once

Ingredients

  • Shopper insights, portfolio-wide
  • Performance trend analysis
  • Market opportunity mapping

Method

Analyze performance trends, audience insights, and market opportunities across the full brand portfolio to shape media recommendations at a bigger-picture level than any single campaign.

Tasting notes: strategy built to scale past any one campaign or partner.
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Chef's note

Traded my one-campaign brain for a thirty-campaign brain. Same energy, much bigger spreadsheet.”

Back to the recipe
Taylor Luecke
San Diego, CA BS Marketing, SDSU

About the chef

Precision up front, payoff at the end.

I've spent my career treating media plans like a good recipe: measure twice, test the method, and never skip a step just because it's slow.

Since 2023, I've moved from running a $5M+, 34-partner offsite portfolio, to building first-ever media strategies for Petco's newest brand partners, to now focusing on the operations and creative infrastructure, like a cross-brand asset bank, that keep every campaign on schedule.

Off the clock, I'm probably actually in a kitchen. Baking is where I first fell in love with the idea that a great outcome is just a well-tested process repeated with care: exact measurements, a method you trust, and the patience to let it prove out. Turns out that's pretty good training for retail media, too.

Where I've trained

The kitchens I've worked in

One company, three different roles, plus the kitchen that taught me the basics. Click any role for the company and what the job actually involved.

The company: Still Petco, the NASDAQ-listed pet health and wellness retailer with 1,500+ pet care centers across the US, Mexico, and Puerto Rico, and an in-house retail media network serving its brand partners.

The role: Zoomed all the way out. I lead bigger-picture retail media operations, building a creative asset bank so every brand partner has launch-ready assets, and shaping audience strategy across the full portfolio instead of one campaign at a time.

The company: Same Petco, same retail media network, a very different set of partners: smaller brands just getting their start on the platform.

The role: Promoted into onsite plus offsite work, building first-ever media strategies for a growing roster of net-new-to-Petco brand partners. No historical data to lean on, so every plan started from a blank page.

The company: Petco Health and Wellness Company (NASDAQ: WOOF), a pet specialty retailer built around an omnichannel mix of stores, services, and a growing digital ad business.

The role: My first Petco role, and my first real scale test. I directed offsite media strategy for 34 brand partners and $5M+ in annual investment, running vendor calls and budget allocation across paid social, programmatic, and search.

The company: Civilian, a San Diego marketing agency and certified B Corp founded in 1999, building campaigns for causes and communities rather than typical consumer brands.

The role: My first real seat in marketing. I managed multi-channel campaigns across programmatic, paid search, and paid social, and learned how to turn raw performance data into insight a client could actually act on.

Off the menu

When I'm not planning campaigns

Ceramics

Got into it a couple years ago and I'm still not great at centering the clay. I've got a whole shelf of slightly lopsided mugs to prove it.

Staying active

Some days that's a workout class, some days it's just a nice walk.

The kitchen crew

Tiki's a cat who's fully convinced he runs the household. Morty's a bearded dragon who's pickier about his lighting than I am about mine.

Catan nights

It's become a weekly pick-me-up in my friend group at this point. I will absolutely make a face if you take my wheat.

Reserve a table

Let's build something worth tasting.

Open to marketing and retail media roles where strategy meets craft. Reach out, and I'll bring the recipe cards.

Email me LinkedIn ↗ Download resume