Fractional & Interim Media Leadership

20+ years building, restructuring, and scaling media functions across 60+ countries. Available for fractional, interim, and project-based engagements across EMEA.

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The Right Fit

Right for you if media is a meaningful cost centre and the results don't match the spend.

Most companies at scale are leaving value on the table in their media setup. Wrong agency structure, no measurement rigour, channels running on autopilot. A fractional Head of Media brings senior strategic leadership to fix that — without the overhead of a full-time executive hire.

$0M

Media budget managed, Uber EMEA (35 countries)

Agency cost reduction, Just Eat Takeaway (15 countries)

Offline agency savings, Marktplaats

$0M

Validated savings from 3rd-party audit, Uber

What I Deliver

Three ways I work with clients.

Strategic Media Transformation & Measurement

At Marktplaats, restructured media operations from centralised to localised in 4 months. Built a bespoke AI-driven Marketing Mix Model aligned to local business needs, reducing reporting lag by 8 weeks and enabling quarterly budget reallocation based on ROI.

4 months · 8 weeks reporting lag removed · Marktplaats

Agency Performance & Budget Optimisation

Delivered measurable agency value at scale. Renegotiated retainer across 15 countries at Just Eat Takeaway (32% cost reduction), delivered 36% in offline agency savings at Marktplaats, and commissioned a 3rd-party audit at Uber delivering $3.5M in validated savings.

32% · 36% · $3.5M · Three companies

Building Media Operations from Scratch

At Uber, created EMEA's first integrated media planning process: 35 countries, digital and offline, local and global teams. Extended the strategic planning window from 3 to 8 weeks, reduced last-minute firefighting by 60%, and built a framework later adopted as the Regional Brand Excellence standard.

35 countries · 60% less firefighting · Uber EMEA

How We Work Together

Scoped to the problem, not a rate card.

Every engagement starts with a 45-minute diagnostic call. From there, the right model depends on what you actually need.

Fractional

2–3 days/week

Ongoing strategic media leadership embedded in your team. Senior thinking, without the full-time cost.

Interim

3–12 months, full-time

Cover a leadership gap or drive a transformation. Full commitment, defined timeline.

Project-Based

Defined scope, defined outcome

Agency audit, MMM build, market entry, team reorganisation. Clear deliverables and a clear end date.

Advisory

Monthly retainer

A senior media mind available when you need one. For teams that want a sounding board, not a schedule.

About Adam Kanter

20+ years. 60+ countries. Every media dollar accountable.

American national, EU permanent resident, based in Amsterdam. Spent 13 years on the agency side at UM and Initiative managing global accounts including Microsoft, Intel, MasterCard, Unilever, and ExxonMobil. Then moved in-house: Uber EMEA, Just Eat Takeaway, Marktplaats.

The agency background is the credibility anchor for the in-house work. I know how agencies operate, where margin hides, and what good actually looks like. That's what I bring to every engagement.

Harvard Business School (Uber's inaugural leadership cohort) · Founded Marketing Breakfast Club, over 1,000 members, 5 cities · BA Economics, University of Michigan · English (native) · Spanish (conversational) · Dutch (A2)

Available for select engagements

I use AI tools systematically across my work: research, strategy, brief writing, and client deliverables, including custom-built workflows for recurring tasks. All outputs are reviewed, validated, and owned by me. AI accelerates my work. It does not replace my judgment.

Start the Conversation

Where is your media budget leaving value on the table?

45-minute diagnostic call. No charge. No pitch. Just a structured conversation about where the gaps are and whether I can help close them.

Book a Diagnostic Call →

Or reach out directly at adam@aasquared.co