Monks Promotes Toby Tam to Integrated Strategy Associate Director

Monks has promoted Toby Tam to Integrated Strategy Associate Director, expanding his remit across content and paid media strategy.

Tam’s new role brings together two areas that are increasingly interconnected as marketers look to create more consistent customer journeys across paid, owned, and earned channels. His focus will include connecting content strategy with media planning and execution, with an emphasis on creating a more integrated approach to marketing strategy.

The promotion comes as media fragmentation continues to make it harder for brands to manage content and paid media as separate functions. Consumers move between search, social platforms, digital experiences, streaming environments, and increasingly AI-powered discovery tools, creating more touchpoints for brands to consider.

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Tam has written about several of these shifts, including the impact of AI-driven discovery on how consumers find and evaluate brands. He has also highlighted the limitations of optimizing individual channels without considering the broader customer experience.

His expanded remit reflects a broader change in strategy roles across agencies. Rather than treating content development and media distribution as separate disciplines, integrated strategy increasingly requires teams to understand how creative, media, audience behavior, and measurement influence one another.

The shift is particularly relevant as AI changes the way audiences discover information and interact with brands. Search and discovery are becoming more mediated by AI systems, potentially compressing traditional stages of the marketing funnel and changing how marketers think about visibility and consideration.

For marketing teams, the move highlights the growing need for strategic coordination across content and media. As channels continue to overlap, integrated planning can help organizations better understand how individual marketing activities contribute to broader brand and business objectives.

Tam’s appointment adds to that evolving approach at Monks, with his new position focused on bringing content and paid media strategy closer together.