Two companies.
One major identity crisis.
Case Study: The Architecture of Gamut
Challenge
Cox Media Group operated two separate digital ad sales companies from the same midtown Manhattan office: Cox Digital Solutions and Cox Cross Media. Sellers faced marketplace confusion, undefined products, flat morale, and were losing clients and talent to Google and Facebook.
Path
As SVP of Marketing and Consumer Insights, and later Interim President. I owned the full enterprise transformation. I merged two siloed Cox companies into one unified digital products and services firm, Gamut, and led the naming, brand architecture, and productization of its data-driven offerings. By segmenting services into clear, distinct solutions tied to the tagline “Smart Media from Cox,” we delivered immediate internal alignment and powerful external differentiation.
Deliverables
End-to-End Organizational Build & Modern Workspace Design: As SVP of Marketing and Consumer Insights, led the full strategic and operational transformation. This included merging two disparate entities (Cox Digital Solutions and Cox Cross Media), building dedicated departments for marketing, research, and data analytics from the ground up, and directing a complete physical office renovation. The result was a dynamic, collaborative environment that boosted talent recruitment, client engagement, and internal culture while shifting from a dated 1980s aesthetic to a cutting-edge tech-forward space.
Brand Architecture, Naming & Unified Identity: Spearheaded the restructuring and rebranding of the two companies into a single premium digital products and services firm, Gamut, tethered to Cox’s legacy via the tagline “Smart Media from Cox.” Personally drove the visual identity, core messaging, collateral, brochures, data sheets, and all supporting content to create immediate marketplace differentiation and internal alignment.
Data Procurement, Tech Integration & Audience Storytelling: Sourced and integrated advanced enterprise tools to productize data-driven audience segmentation and insights. Developed compelling stories and sales tools that empowered the team to move beyond transactional selling, positioning sellers as strategic consultants and driving millions in incremental revenue.
Thought Leadership & Content Strategy: Authored high-impact white papers and executive bylines that established Gamut’s leadership as industry subject matter experts. Secured widespread media placements through targeted PR efforts, generating qualified leads while building credibility in a competitive landscape dominated by Google, Facebook, and The Trade Desk.
Gamut was essentially Cox Media Group’s hedge against the death of traditional corded television. We weren’t just selling commercial airtime, we were selling data-driven consumer attention at a massive premium, which is why private equity firms loved it.
Results
The architecture delivered definitive commercial proof. By consolidating fragmented operating groups into a singular, high-performance machine, Gamut captured the vanguard of the Connected TV (CTV) and OTT market right as localized streaming ad spend scaled past $2 billion. The unified infrastructure and data ecosystem empowered the sales force to deliver elite market intelligence, resulting in millions of dollars in increased top-line revenue and high-margin premiums.
The positioning proved so sound that it carried the enterprise through its defining milestone: acquisition by private equity leader One Equity Partners, which went on to manage $1.5 billion in annual media spend. It stands as proof that when you strip away unnecessary complexity and build with material integrity, you create a premium brand engineered to scale.
Before
Cox Cross Media served as CoxReps’ digital arm, and Cox Digital Solutions as Cox Media Group’s pure digital network, both backed by Cox Enterprises’ traditional dominance. Yet sales teams struggled to project digital authority, and internal and external differentiation faltered. The lack of narrative clarity led to stagnation, client churn, and talent loss.
After
Directing the agency Co-op, I engineered Gamut’s positioning with the tagline Smart Media from Cox, tying it to legacy roots. I led execution to safeguard details, letting Gamut claim Fortune 500 credibility while building an independent identity. It didn’t just imply transformation; it asserted a bold, modern identity.
Gamut Profile Segmentation Series
Developed branded packages grounded in deep consumer insights, creating clear, sales-ready audience segments, making it dramatically easier to target and sell premium inventory.
Strategic Enablement & Market Intelligence
I led the development of a modern marketing and research infrastructure by procuring an elite data suite (e.g., Experian, Kantar, DOMO, Moat, Nielsen Rhiza). This shifted our sales force from selling low-margin commodities to acting as high-value strategic partners delivering deep market intelligence. This same data ecosystem became the authoritative engine for all internal communications and external content strategy, including corporate social media.
Thought Leadership & Industry Authority
Architected a strategic thought-leadership program centered on high-value whitepapers, establishing Gamut as the definitive industry authority. This content ecosystem unlocked prominent media coverage, strategic trade show placements, and measurable sales growth.
Visualizing the Gamut: Chromatic Momentum
To bridge the gap between foundational legacy systems and future-forward innovation, the visual system deploys a vibrant, continuous color spectrum. This intentional chromatic momentum provides aesthetic value while it physically pulls the user through the brand experience, intuitively illustrating Gamut’s full spectrum of end-to-end media solutions.
Even with a complete overhaul of the sales model, products, and services, recruiting and retaining elite talent remained a fierce battle. The firm was competing directly for mindshare with tech giants like Google and Facebook. A new physical headquarters quickly evolved from a design choice into a strict business requirement.
The Workspace: Culture as a Business Requirement
In collaboration with our architectural partners, I directed the complete renovation of Gamut’s Manhattan offices. The resulting workspace wasn’t just an office; it was a physical manifestation of the new brand culture and identity. Designed with material integrity and generous whitespace, the environment was engineered to promote cross-functional collaboration, host high-profile industry events, and entertain premium clients. By replacing an outdated corporate layout with a modern tech sanctuary, the space became our most effective tool for acquiring and retaining world-class talent.
Move the slider to compare before and after.
“Rachel is an incredibly gifted marketer and I was lucky to have her as my teammate at Gamut as we transitioned the business from unconnected operating groups into a well-defined organization. She’s a collaborator who is just as skilled at working with sales as she is with tech or operations. Her best quality is the ability to bring innovations to life through unique and creative strategies and executions.”
Samsung