Massive Insights

⦿ Growing a best-in-class team of data, analytics and AI experts to help clients achieve better outcomes with strategies that drive optimal decision-making.  

⦿ Implementing #EOS (Entrepreneurial Operating System) to maximize team cohesion and effectiveness.  This enables Massive Insights to deliver client solutions with greater speed and higher confidence.

Partner & Chief Strategy Officer

The Well Home

Advisor on commercial strategy, marketing, customer experience, and growth efforts.

Strategic Advisor (Fractional)

Klick

Executive level advisor on growth strategy.  Areas of focus include brand extensibility and adjacency planning, capabilities expansion, corporate development, and more.

Acted as a Swiss Army Knife to help scale Klick from an early-stage challenger to the dominant market leader in its space.  Ultimately added zeros to revenue and headcount.  I rose my hand anytime there was a problem that was new, undefined, and high impact.  Enough mistakes and triumphs to write an exciting book (or maybe a movie).  DJ'ed a party or two.  Here's where I focused most of my time:

1. Business Development 
- Revenue:  market analysis and targeting | pitch development and coaching | sales solution architecture and articulation  
- Authority:  keynote speaking | thought leadership writing 
- Differentiation:  architect of multiple award-winning marketing campaigns

2. Client Service & Strategy
- Service:  C-level & senior client relations | annual commercial planning | marketing investment allocation recommendations  
- Planning:  brand planning facilitation | market research | journey mapping | creative & program brief development  
- Activation:  digital strategy design | multichannel ecosystem strategy | tactical strategy (SEO, SEM, Social, Website, CRM, etc.) 

3. Capabilities & Market Expansion
- Pivot:  commercialization partner evolution | U.S. market expansion
- Expansion:  new craft expansion | strategy, analytics, media, CRM, brand, etc.
- Integration:  cross-functional operational improvements 
- Innovation:  innovation support | Labs & Ventures

4. Corporate Strategy 
- Positioning:  competitive analysis & differentiation | brand extensibility | value proposition evolution 
- Talent Evolution:  hiring Interviewing | case development | candidate journey/experience mapping
- Organizational Design:  new OD structures | modern architecture (holocracy / responsive orgs)

5. Leadership Development
- Manager Growth:  launched the first leadership development program
- Mentorship:  1:1 coaching | group training 
- Mental Health:  advocate | certification in mental health first aid

Partner & Executive Vice President

Executive Vice President, Interactive Services

Focus on traffic generation activities including display advertising, search engine marketing (SEM), search engine optimization (SEO), social media, email marketing, media buying/planning, etc.

Director of Audience Development

Devlin eBusiness Architects

Managing Director, Client Services

Foote Cone & Belding

Division head leading the 30+ person interactive group within an integrated marketing communications company.

Director of Interactive Services

I'm on a mission at Massive Insights to help grow an exceptional team that harnesses the power of data, analytics, and AI to make the world a better place through improved decision making at scale.

Our 10 year target is audacious, yet clear:

👉 Positively impact the lives of 1 billion people.

⦿ Energy & resource usage efficiency
⦿ Supply chain / transportation optimization
⦿ Demand forecasting to reduce over-production 
⦿ Consumer understanding to increase relevance
⦿ Improving the performance of sustainability-focused brands
⦿ And so much more

We truly believe that business success and positive impact can be achieved simultaneously.  📈 + ❤️

It all comes down to decision intelligence.

Better outcomes begin with better decisions.
And better decisions begin with Massive Insights.

Brian O'Donnell ☘️

Fernando Academia Jr., CDMP, PCM

Full Stack Marketer | Digital Marketing Instructor | Speaker/Trainer

I solve marketing technology challenges for mid-market companies ($5M-$50M revenue) across FinTech, HealthTech, and E-commerce.

Build and optimize marketing technology ecosystems driving measurable outcomes:

→22x-31x ROI improvements through platform optimization
→100% client retention across $50K-$66K MRR portfolios
→12-40% performance gains in customer acquisition and retention
→Email engagement improvements from 12% to 40% through AI-powered automation

📌 My MarTech Expertise

Platform Strategy & Implementation
Marketing automation (Netcore Cloud, MoEngage, Salesforce, CleverTap), CRM systems (HubSpot, Odoo, Pipedrive), analytics platforms (Tableau, Looker Studio, Power BI)

AI-Powered Optimization
Customer segmentation, predictive analytics, campaign automation, personalization at scale

Integration Architecture
Connect marketing platforms with CRM, data lakes, e-commerce systems, and enterprise applications

Team Development
Build marketing technology capabilities through training, process design, and change management

📌 Experience Highlights

Previous Leadership:

• Strategic advisor managing portfolios for top 3 digital banks, largest telemedicine platform, international e-commerce brands, and 90M+ user digital wallet
• Marketing strategist for US-based growth consultancy serving 5-10 clients
• Instructor at CIIT Philippines, teaching digital marketing to 80%+ student satisfaction

📌 Education & Executive Training
Executive MBA, Asian Institute of Management (2025)

Executive Education:

‣ Digital Transformation (Global Network for Advanced Management, Dublin)
‣ Customer-Centric Innovation & Metrics (FGV EAESP, São Paulo)
‣ CMO Leadership Program (Asian Institute of Management)

🤝Fractional CMO Services
Available for select engagements helping companies:

→Audit and optimize marketing technology stacks
→Implement AI-powered customer engagement platforms
→Build customer data and segmentation strategies
→Develop marketing performance measurement frameworks
→Train teams on marketing automation and analytics

🚀 Current Venture
Building SukiNomics, a networked, gamification-powered loyalty platform transforming customer engagement for Philippine MSMEs.

Open to: Fractional CMO roles, advisory positions, and strategic partnerships with growth-stage companies needing marketing technology leadership.

Not available for: Direct competitors to telecommunications industry.

Member

Fernando Academia Jr., CDMP, PCM, CSSWB

I asked an AI to draft a campaign brief last January.
It took me 20 minutes to fix.

I asked it again last week.
It took me 90 seconds.

Same tool.
Same me.
Different result.

The AI learned my format.

My tone. My structure. The sections I always reorder. The data I always want upfront.

It didn't just get better at writing briefs.
It got better at writing MY briefs.
This is the shift most marketers are missing.

The conversation isn't "Will AI take my job?"
The conversation is "Am I training my AI to do the work I shouldn't be doing manually?"

The marketers who figure this out first will operate at 3x the speed of those who don't.

I wrote about this shift in detail.

Fernando Academia Jr, EMBA, CDMP, PCM

Marketing Technology and Digital Transformation Leader | Building SukiNomics | 15+ Years helping eCommerce/SaaS/FinTech scale with MarTech & Strategy

View newsletter: Future-Forward Marketing

Series: Strategic Horizon 2026 | Article 1 of 5 Your job isn't to run campaigns anymore. Your job is to design the system that runs them for you. Let 

Open article: The Digital Marketer's Job Title Just Changed (And Nobody Sent a Memo) by Fernando Academia Jr, EMBA, CDMP, PCM • 5 min read

The Digital Marketer's Job Title Just Changed (And Nobody Sent a Memo)

I’m 3weeks into building ad optimization engines.

I’m particularly stoked about the engine I’m bootstrapping.

Aside from the usual ad metrics, it reads daily search trends from the web and TikTok. It pulls ad performance from Meta and Google.

Impressions, spend, conversions. Then it looks for patterns across all of them.

The underlying logic is basic economics.

> Impressions are supply. Available attention in the market at a given price.

> Search trends are demand signals. What people are actively looking for right now.

> Conversions tell you where supply and demand are meeting efficiently.

When search demand spikes for a category on Google and TikTok but CPMs on Meta for that same category stay flat, that is a pricing inefficiency.

You are buying attention at yesterday’s price for tomorrow’s demand.

When conversions climb on one platform but cost per impression rises with it, demand has already been priced in.

The arbitrage window is closing.

Most advertisers look at these numbers inside one platform at a time.

They optimize spend against their own campaign history.

That is like setting prices for your store by only looking at your own sales data and ignoring what every other store in the market is charging.

This engine reads across the market.

The goal is not to compete with big tech algorithms. They have more data than I ever will.

The goal is to build a correlation layer on top of their signals.

Meta optimizes for Meta.
Google optimizes for Google.
TikTok optimizes for TikTok.

Nobody optimizes across all three at the same time.

That is where the opportunity sits.

But this is not just about budget allocation.

It also suggests what to do with creatives.
- Which formats to try.
- Which angles to explore.
- What to change based on how platforms like Meta are evolving their ad ranking systems, including how Andromeda now retrieves from a much larger pool of candidate ads before scoring relevance.

The creative strategy has one rule: no rules.

No fixed color palette.
No predetermined tone of voice.
No brand guidelines restricting what gets tested. 

Maximum variation across every dimension.

Most marketers start with assumptions about what their audience wants to see.

Then they test within those assumptions.
Then they optimize within those tests.

Every decision after the first assumption is constrained by it.

I am doing the opposite.

No starting assumptions.
No premature hypotheses.

Let the platforms receive the widest possible range of creative inputs.

Watch what the data surfaces.
Then form conclusions.

Observation first.
Hypothesis second.

I’ll be running this in low budget experiments for a few friends’ businesses.
- No ROI expectations.
- No controlled variables.
- Raw experimentation.

The best way to learn how ad platforms actually behave is to stop assuming you already know and start watching what happens when you remove every constraint.

I will share what I find.

The military has a concept called "commander's intent."

It means: tell your team what success looks like. Don't tell them how to get there.

This is now the most valuable skill in marketing.

Not copywriting.
Not media buying.
Not dashboard building.

The ability to clearly articulate what you want — so an AI system can execute it for you.

In 2026:
75% of marketers are increasing programmatic budgets.
33% are running AI across creative, media, and measurement at the same time.
56% still don't trust the systems enough to let go.

The gap between those who architect and those who execute is widening fast.

Your title might still say "Marketing Manager."
Your actual job is now "Marketing Architect."

I wrote about what this means for your career and your daily workflow.

Full article here: https://lnkd.in/gAsUQGUE

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Brian O'Donnell ☘️

Fernando Academia Jr., CDMP, PCM, CSSWB

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The Battle

Brian O'Donnell ☘️

Fernando Academia Jr., CDMP, PCM, CSSWB

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