# Narrative & Numbers

> Narrative & Numbers is a Seattle-based consultancy for retail media, media and creative strategy, offered as planned or fully managed engagements and as fractional media leadership. It is led by Justin Webster, former VP of Media & Creative Strategy at Monks, who helped launch the Albertsons Media Collective retail media network. Clients are mainly in Los Angeles, New York and London.

## Who it serves
- Brands with $20–500M in revenue and $1–50MM in annual media, plus the agencies and retailers that serve them.
- Sectors: CPG and beverage, retail, auto, consumer tech.

## Services
- The Teardown: 3-week media, creative and measurement audit with a 90-day plan. From $9.5K; the full fee is credited to any engagement signed within 30 days.
- Shelf Signal: retail media strategy across Amazon, Walmart, Costco, Instacart and grocery networks, including incrementality measurement.
- Managed Media: planning, buying and optimization directly with programmatic, retail media, social, search, CTV, audio and DOOH platforms.
- Fractional Head of Media & Creative: senior leadership one or two days a week, from $9.5K a month.
- Transition Audit: 30-day review after an agency merger, re-org or review.
- Network Launch: go-to-market for retailers and marketplaces building retail media networks.

## Track record (Justin Webster)
- General Motors (Cadillac, Buick, GMC), at Monks: $20MM+ annual new business won, as strategy lead, through an AI-first pitch that made Monks the foundation agency across GM brands.
- YouTube, at Monks: led NFL Sunday Ticket launch work including the first-ever brand campaign on the Las Vegas Sphere; 1.2x daily active users and a 15% engagement-rate lift from AI creative workflows he designed.
- Albertsons Media Collective: helped launch the retail media network; 3.0x+ partner ROAS, 40%+ internal revenue growth, $100MM+ a year in CPG media planned.
- BMW, at UM: 33.1% market share, largest in its competitive set, while leading $50MM in investment.
- Jaguar Land Rover, at Mindshare: +37.1% YoY growth while overseeing a $20MM+ plan across 38 US markets.
- Havas Media: $60MM+ a year in full-funnel planning for Deutsch Family Wine & Spirits (Josh Cellars) and Yuengling; Josh Cellars was the #1 wine in the table wine category during his tenure.

## Links
- [Website](https://www.narrativeandnumbers.co/)
- [Case, General Motors](https://www.narrativeandnumbers.co/work/general-motors)
- [Case, YouTube NFL Sunday Ticket](https://www.narrativeandnumbers.co/work/youtube-sunday-ticket)
- [Case, Albertsons Media Collective](https://www.narrativeandnumbers.co/work/albertsons-media-collective)
- [Notes (Insights)](https://www.narrativeandnumbers.co/insights/)
- [Note: unBoxed 2026: Amazon automated the buy](https://www.narrativeandnumbers.co/insights/unboxed-2026)
- [Book a call](https://calendly.com/justin-narrativeandnumbers)
- [Credentials deck (PDF)](https://www.narrativeandnumbers.co/credentials.pdf)
- Email: justin@narrativeandnumbers.co
- [LinkedIn](https://www.linkedin.com/in/justcwebster/)