Kali Fyfe

Kali has single-handedly created a new business function at Goat which is now crucial to our success as an agency and our ability to drive performance for clients.

 

Originally, joining in a newly established Paid Social Analyst role, her responsibilities were intended to be pretty simple; someone that would churn out the data and results from our campaigns and turn them into reports for clients. But as Kali always says, she wanted to “be better than the role” and determined that more could be done with this data to make genuine change. She began taking all the data we collate at Goat, using it to analyse, forecast, overlay with creative, and, crucially, distribute this knowledge across the agency. Kali then makes strategic and data-driven recommendations which can be applied to all marketing decisions to plan for better performance. Whilst the paid media team set up and run the campaigns, Kali works alongside them to analyse performance, spot trends, look for growth opportunities, and seek to implement changes which will lead to higher conversions and performance for our clients. This has driven some incredible results for clients such as Mountain Warehouse (41% increase in checkouts and an 183% increase in ROAS) as well as enabling us to grow high value client accounts. In late 2023, Kali was able to create a business case for building an entire team of Paid and Performance Media Analysts across the UK and US. Watch this space as she establishes this in 2024!