MarTech Interview with Zoe Matthews, EVP of Operations at Brkthru

Zoe, could you briefly walk us through your career path—from your early agency days in Virginia to your current role at Brkthru?
I began my advertising career as a receptionist at a full-service ad agency in Virginia, taking on various tasks across departments, which led to roles in billing, trafficking, and eventually media. Starting in traditional media, I handled everything—including co-op tear sheets when that was how we did things, which may be dating myself—before becoming a full media buyer and planner. When I realized how much digital media was growing, I transitioned to a digital agency, focusing heavily on client service and account management. Eight years ago, I joined Brkthru, where I helped build the client service department and later expanded into operational leadership.

You’ve worked across account management, creative trafficking, media buying, and more. How has that cross-functional background shaped your leadership style at Brkthru?
I remember having a client who took up 100% of my day, every day—and she once told me I was only 5% of hers. That stuck with me. It made me realize that our job is to manage all the complexity so our clients don’t have to think about it. But to do that well, I need to understand every piece of the process and how it all comes together.
That’s really influenced how I approach client relationships. It’s about connecting all the dots internally and then packaging it up in a way that makes sense for the client and their own stakeholders. Because our clients have clients too—and our job is to help them deliver.

Ultimately, my cross-functional background has really shaped how I lead. I’ve had exposure to so many different parts of the business, from media to account management to operations, and that’s helped me understand the ecosystem of Brkthru. There’s a lot that goes into servicing our clients as well as our employees, and I try to bring that ecosystem context to my teams.

What do you see as the key ingredients to a truly effective client partnership in today’s digital media environment?
To be successful with clients, we must build, nurture, and grow trust. We must communicate clearly, anticipate needs before they’re voiced, and make sure we’re making our clients’ lives easier—not harder. It’s not just about executing media, it’s about truly understanding the bigger picture and helping clients reach their overall business objectives and marketing goals.

A truly effective client partnership is also about building relationships. We pride ourselves on being real partners—we don’t use industry jargon or try to force clients to work within our rules.

We also need to offer great customer service: being responsive, exceeding expectations, thinking ahead, and as we say at Brkthru, “Making one dollar work like ten.” One way we do this at Brkthru is through our annual One Day Sale in September. The entire company gathers, and during this event we offer special one-time only opportunities on new paid digital media campaigns to close out the year and kick start the next.

Digital media has changed dramatically in the past decade. What’s one shift that’s had the biggest impact on how you approach strategy and execution?
The biggest shift in digital media strategy and execution has been the blurring of lines between traditional and digital media. What used to be handled by separate teams—TV vs. digital, print vs. programmatic—is now a much more integrated landscape. Today, all media is essentially digital in nature, even traditional formats like TV and outdoor boards.

This evolution has impacted strategic thinking: formerly, certain media types (like TV) were seen solely as awareness drivers, but now they can be tied directly to performance metrics like conversions and sales. The distinction between traditional and digital no longer applies—media is just media, and every channel can play multiple roles across the customer journey. Because we’re a company built for innovation and have never tied ourselves to self-imposed rules, this has been an easy shift to make.

How do you ensure that cross-functional teams, such as client services, strategy, analytics, media, and operations functions, are aligned and focused on delivering results?
At Brkthru, everything starts with a client-first mindset. It’s ingrained in our culture, and it’s the guiding light for all decisions and communication. We ensure that every campaign starts with and remains focused on a client’s business objectives, and marketing and campaign goals. Our success is ultimately measured on a campaign’s results and ROI. From there, we encourage everyone to understand their role and how it connects to the bigger picture. That means being clear about what they need, why they need it, and how it impacts others on the team. We’ve really worked to instill a sense of ownership and ensure everyone understands not just the “what,” but the “why” behind requests. That added context helps keep everyone aligned and focused on delivering the best outcomes for our clients. We’re all about solving problems, removing blockers, and moving quickly so our campaigns perform—and our clients stay happy.

How do you approach building teams that can balance innovation with the operational discipline needed for consistent client success?
Curiosity is at the core of how we build teams at Brkthru, but it’s balanced by operational discipline. We don’t believe in doing things just because “that’s how we’ve always done it,” but we also don’t change for the sake of change. What we really try to instill is critical thinking. I want my team to evaluate decisions by asking: What’s the goal? What are the risks? Who’s impacted? That kind of thoughtful approach ensures we’re innovating with purpose while still delivering consistent results.
We don’t rely heavily on rigid playbooks or strict rules; instead, we trust our teams to think through problems and make smart decisions. The process of evaluating the best path forward matters most. And when we do find new solutions that work, we make a point to celebrate and share those successes across teams. That visibility inspires others and reinforces the value of both innovation and accountability.

Looking ahead, what’s one area where you believe agencies need to evolve most to stay competitive and relevant to clients?
One of the biggest challenges agencies have today is evolving with the industry. Media consumption is increasing and fragmenting at the same time. Consumers want more relevant content. Brands want more brand safety as well as insight into performance.
The pace and rate of change today of digital media is unheard of in the history of advertising. New tactics and platforms are emerging and current ones are evolving. Clients expect their digital media teams to stay ahead and informed.
Agencies are wearing a lot of hats—brand ambassador, creative lead, media strategist—they often feel they have to do it all, but it’s just not realistic to execute everything effectively themselves. That’s why finding trusted partners is so important. That’s often the role we play: not just as a media execution shop, but as a strategic extension of our clients’ teams.
We’ve evolved from simply running campaigns to helping clients communicate the impact of media, align it with business goals, and truly understand what’s driving success. Too often, agencies get overly focused on media metrics, but at the end of the day, if the business outcomes aren’t there (sales, leads, or bookings) the relationship won’t last. Agencies that can connect the dots between media and real business results will be the ones that stay competitive and relevant.

What’s one piece of advice you’d give to emerging professionals looking to build a lasting and adaptable career in digital media and operations?
My biggest advice to anyone starting out in digital media and operations is to get exposure to as many parts of the business as possible. Don’t limit yourself to your specific role. Stay curious, look beyond your lane, and try to understand how everything connects across the broader ecosystem. That bigger-picture awareness is incredibly valuable.
At the same time, remember that innovation works best when it’s built on a foundation of structure and stability. Moving forward is always good but moving forward with discipline is even better. That balance is what sets you up for long-term success in this industry.

A quote or advice from the author
I have two quotes: “Everything is figureoutable” and “Start with yes.” Both are good daily reminders when I feel stuck in the moment. It’s all about action and finding solutions: for clients, for employees, and for the company.

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