We understand your challenges (and anxieties)
Amplified Market Uncertainty
Shifting Customer Dynamics & Misinformation
Shifting Customer Dynamics & Misinformation
The constant stream of market flux forces you to face significant uncertainty in your forecasts and marketing performance. You need a strategy that protects your current market share and gives you confidence in future growth.
Shifting Customer Dynamics & Misinformation
Shifting Customer Dynamics & Misinformation
Shifting Customer Dynamics & Misinformation
Who your target audience is, what influences them to purchase, and how they engage with brands continuously shift. You need insights and clarity to evolve your brand and messaging accordingly.
AI Transformation & Emerging Technology
Shifting Customer Dynamics & Misinformation
AI Transformation & Emerging Technology
AI is here in full force; to ignore that is to risk rapid obsolescence. You likely have anxiety over how AI will impact your business and brand, and how you capitalize on AI to drive strategy and activation.
Meet Your Source Alliance®
Navigate Disruption
We start by utilizing our unique, agnostic Growth Path Strategy (GPS) process to navigate uncertainty and identify growth opportunities for your brand and business.
The GPS also informs Brand Strength and Go To Market solutions to engage audiences and drive growth.
Our guide to helping CMOs and CGOs navigate uncertainty
Our GPS approach integrates cutting-edge predictive methodologies supported by AI to build a strategy that helps you protect your brand's market position, identify growth barriers, and navigate disruption.
This approach delivers confidence and clarity in how your business and brand will be prepared for an uncertain future, safeguarding against disruptive market and customer dynamics while leveraging effective omnichannel campaigns.
The YSA Solutions EcoSystem
Growth Path Strategy
Our multi-step immersive process starts during our initial conversations with you and ends in a detailed strategy that includes findings from our Imperatives Immersion discovery process and the results of our four-pronged, AI-enabled analysis.
Brand Strength
Whether you are building a new brand or your brand requires a refresh, we leverage the GPS findings to build strong brands through value proposition, pillar and essence and work that serve as the “north star” guiding principles for all internal and external audiences.
Go To Market
Go To Market
GPS + Brand Strength "red thread" tenets are pulled through to tie strategy to activation. We can collaborate with your team or deploy Alliance members to develop: Omnichannel Campaigns, Creative & Content, Sponsorship & Partnership, and Sales Enablement.
Carrie McCament - Founder and CEO
Carrie is a prolific brand champion, strategist, and agency leader who founded YSA, driven by a vision to create an all-star team that empowers clients to think and act boldly, promoting brand health and business growth through effective brand activation and development. As a dynamic and trusted leader, she inspires with her vision and strategy for organizational development and increased profitability, focusing on innovative growth strategies. Carrie cultivates meaningful relationships with both internal and external stakeholders, fostering a culture of shared alignment. She actively leads in strategy, new business initiatives, and alliance member recruitment and management at YSA, specializing in business consulting and omnichannel campaigns.
Carrie's career is marked by strategic leadership roles in agencies, where she has focused on brand strategy, account management, and EBITDA growth. She has successfully driven global client initiatives for iconic brands such as Samsung, Bank of America, Planters Lifesavers, TJ Maxx, Hanesbrands, Siemens, Nextel, Sunbrella, GE Appliances, Hamilton Beach, Zatarain's McCormiick, Procter & Gamble, M&M Mars, and Floor & Decor.
She has guided teams across diverse agencies, including independent firms and holding company networks Publicis, IPG, and Omnicom. As the visionary behind MullenLowe Group's Frank About Women, she established a leading market communications firm dedicated to serving women. Most recently, her transformative leadership at Chernoff Newman earned her the esteemed Most Admired CEO Award from the Charlotte Business Journal.
Passion Point
Carrie embodies a passion for innovative thinking, exceptional leadership, and strategic vision, bringing this energy and a North Star to YSA and her clients.
Chris Workman - Chief Growth Officer
A seasoned strategist and high-level account leader, Chris leads Client Strategy and Growth Solutions for YSA. As part of these efforts, he is heavily involved in the development of Growth Path Strategies and program strategies spanning brand, omnichannel, and sports/partnership programs.
Chris brings decades of experience in client and agency leadership, spanning a variety of disciplines. The first half of Chris' career was focused heavily on sports, partnership, experiential, and retail activations for brands like Lowe's, Sprint, and BASF within motorsports, soccer, golf, the NFL, NCAA, music, and theme-park strategic activations.
The second half has been focused on working closely with clients to solve brand, B2B, and B2C customer engagement and sales challenges through brand strategy, go-to-market strategy, actionable journey and persona development, and robust omnichannel campaigns. While with Wray Ward, Chris has worked with an array of brands, including: Moen, Floor & Decor, Dal-Tile, LEVOLOR, Cooper Lighting Solutions, Festool, CertainTeed, Bonefish Grill, Carrabba's, and Sunbelt Rentals.
Most recently, Chris was the VP of Client Engagement for linqd. where he spearheaded a comprehensive Growth Marketing initiative that mixed email, digital, and Voice (inside sales) activation to generate 18:1 ROI for a national building products distributor.
Passion Point
Chris thrives on immersing himself in a client's business, identifying growth barriers, and creatively solving business challenges through innovative sales and marketing solutions that drive revenue and a measurable ROI on sales and marketing investments.
Our Alliance Team
Strategists
Strategists
Strategists
Our team of seasoned strategic leaders includes C-Suite level experts in brand, consumer behavior and AI. We blend business consulting and brand strategy mindsets to craft unique, confidence-inspiring strategies that drive growth for our clients ensuring both near and long-term success.
Analysts
Strategists
Strategists
Our analyst team combines market, business, and customer behavior insights with transactional data points to formulate actionable strategies for brand activation and brand development, ultimately driving effective growth strategies and successful omnichannel campaigns.
Creators
Strategists
Activators
From breakthrough video content to experiential activations and all points in between, we specialize in brand activation, bringing brands, products, services, and sellers to life. Our approach drives customer interest and action through effective brand development and innovative growth strategies, complemented by omnichannel campaigns tailored to meet diverse business needs.
Activators
Strategists
Activators
We develop strategic brand activation solutions through paid, owned, and earned channels to engage customers at every stage of the customer journey, aligning with our business consulting expertise and growth strategies to create effective omnichannel campaigns.
Take the first step
Is your strategy agile enough to adapt to today's changing market? Are you delivering on changing customer expectations (do you know what those expectations are)?
If you have anxiety about today's market and customer dynamics, schedule a free Confidence Compass meeting today!