Behind the Screens: A Look into Analytics-Driven Strategy with Kash Mashburn
We’re excited to kick off our new series, Behind the Screens, where we spotlight the people at Digilant driving our company and digital advertising forward. In each edition, we’ll highlight a member of the team who’s making a difference for their clients and shaping the way we think about strategy, data, and creativity.
Leading us off is Kate “Kash” Mashburn, Account Supervisor and longtime Digilant team member. Known for her strategic thinking, collaborative leadership, and ability to turn complex data into actionable insights that drive performance across verticals.
🎥 Watch the full video below
With 6.5 years at Digilant and experience spanning Media Activation, Strategy & Planning, and Account Management, Kash has helped define what exceptional client partnership looks like. While she has built substantial expertise in healthcare and pharmaceutical advertising, her impact spans industries — using data and strategy to solve tough challenges, guide cross-functional teams, and deliver measurable results for every client she supports.
Here are three key themes from the conversation:
1. Let Curiosity Lead to Real Results
Before joining Digilant, Kash made a career pivot from commercial insurance into ad tech. What pulled her in was the natural alignment between her analytical mindset and the data-driven nature of digital media. Since then, she’s built a reputation for helping clients uncover meaningful insights that drive business growth.
“Helping clients uncover meaningful insights through data has become a central part of my work and one of the most rewarding aspects of what I do.”
In one campaign, she partnered with Digilant’s Analytics team to help a national retail brand — with no e-commerce presence — quantify how digital media impacted in-store sales. Using a market test-and-control analysis, they isolated the impact of advertising and showed a more than 2x return on ad spend.
Takeaway: Curiosity isn’t just a mindset — it’s the start of smart strategy. When you combine it with the right data and testing model, the results speak for themselves.
2. Build Confidence by Solving the Unsolvable
Kash is often the first call when clients feel stuck. Whether it’s a pharma brand struggling to educate physicians or a new brand entering a crowded market, Kash brings structure to ambiguity.
“What I love about my role is helping break those questions down and find real, strategic solutions through advertising, research, and analytics.”
Her approach often starts with asking better questions, then pulling in the right internal teams to co-create solutions. Whether it’s building a custom measurement model or identifying targeting tactics for hard-to-reach audiences, Kash ensures that clients leave uncertainty behind — and move forward with clarity and confidence.
Takeaway: Great account management doesn’t mean having all the answers. It means knowing how to find them, and how to bring clients along for the ride.
3. Embrace the Complexity of Healthcare
The healthcare and pharma space is full of nuances — strict privacy regulations, non-traditional conversions, and evolving compliance expectations. Kash thrives in this environment, thanks to her strategic thinking and her passion for doing things the right way.
“Everything we do in this space must be thoughtful, compliant, and backed by strategy, from strict privacy regulations to complex reporting requirements.”
Whether she’s identifying privacy-safe targeting strategies, aligning contextual placements with brand values, or pushing new ways to capture performance data, Kash finds joy in innovating responsibly.
“There’s no one-size-fits-all approach here, but that’s what makes it interesting. It’s where strategic thinking, creativity, and analytical rigor really come together.”
Takeaway: In regulated verticals, creativity and compliance go hand in hand. Kash shows how to lead with both.
A Look Ahead
As the advertising landscape evolves, so has the role of Account Management. Kash has been part of that evolution from the beginning, helping Digilant’s AM function grow into a central, cross-functional hub.
“Now, Account Management is all about being a central connection point — ensuring that media planning, activation, analytics, and client communication are aligned.”
She’s also excited about the future — especially the role of AI in leveling up what’s possible in media and reporting.
“AI isn’t here to replace our work. It’s a tool that helps us work smarter and faster, freeing up time to focus on strategy and innovation.”
With a client-first mindset and a passion for problem solving, Kash continues to push Digilant’s capabilities forward.
Keep Your Eyes on the Screens 👀
Kash’s story is just the beginning. As we continue our Behind the Screens series, we’ll be sharing more stories from the people who power Digilant — the strategists, analysts, and client champions working behind the scenes (or screens) to turn complex challenges into standout campaigns.
Stay tuned for more perspectives, more smart thinking, and more of the team that makes it all happen.