A seasonal brand, measured the right way

Situation

This account is highly seasonal — spend and sales swing from a December trough to a May/June peak within the same year. A month-over-month view is close to meaningless here, and even judged against last season's own peak, growth can look flat when it's really just the season ending on schedule.

Task

Grow the account faster than its own seasonal cycle, and fund a new product launch ahead of the following peak, without mistaking a normal seasonal dip for a real decline.

Action

1. 1Managed bids, budgets, and structure ahead of each season's ramp instead of reacting to it once demand had already arrived.
2. 2Scaled harder into proven demand earlier in the cycle, rather than waiting for peak-season data to confirm what was already working.
3. 3Built out advertising support for a new product launch ahead of the following peak, funded by a deliberate, temporary rise in TACOS.
4. 4Measured performance year-over-year against the same 8-month window, the only comparison that isolates real growth from the calendar in a seasonal category.