Katherine Cartwright Email & Phone Number

United States

United States

Principal, Partner and Co-Founder of Criterion Global, an international media planning and buying agency, specializing in multinational paid media and global expansion.

Business expansion across global markets. Responsible for leading P&L, client acquisition and campaign effectuation across Europe, Americas, MENA, and APAC. To paraphrase Dos Equis, we don’t pitch often, but when we do we pitch to win. My role is to refine our market positioning, ensure strategies are smart and competitive for clients, while ensuring Criterion Global’s business growth and continued profitability with detailed financial accountability. I oversee revenue streams to manage financial growth from initial engagements through to client renewals. Our goal is to find “an equilibrium between price and value” for happy clients, as well as continued profitability (we have been profitable every year since our founding) and a sustainable, sane rate of growth- 15 consecutive years of firm profitability- Consistently high win rate (for both Criterion Global-led, and partner-led) - Development of productized offerings to allow tentative, or organizationally fragmented clients to "dip a toe" into partnership with minimal risk.

Adding paid media capabilities - and ultimately white label media servicing - to pitches for independent (and select network) creative agencies. Major pitches run by leading search consultants and procurement teams: Bonvoy Hotel Brands, Discover Los Angeles (Los Angeles Inc., Convention and Visitors Bureau), Glenmede Asset Management, Hallmark, L’Oreal Global, etc.

Consultant Advisory for opportunistic investment funds. Focus of expertise within TMT (Technology, Media and Telecom) on Ad Tech, Media Platform Economics, Buy-Side Advertising Dynamics and related micro-industries/trends. Key clients include a list of large institutional investors (including several Tiger Cub Funds).

Serving on panels pertaining to marketing, media, ad tech, and global expansion, including academic settings (Columbia University, Georgetown University, etc), as well as specialized conferences (VOX Media, Digiday). Subject matter expert quoted in NPR, Washington Post, Observer, Fast Company, Digiday, etc.