North Welcomes Landie Viljoen as Director of Channel Strategy

Attention spans are limited and people have more media options than they have time to consume. It’s not just about buying impressions, but about creating meaningful connections in a hyper-connected world and fostering long-term brand love. That’s why agency North of Portland, OR has added the talent of Landie Viljoen as the channel’s Chief Strategy Officer – or in the tradition of North’s unconventional titles – media scholar.

In his new role, Viljoen will lead media strategy across paid, earned and owned channels for North’s client list, which includes lifestyle and CPG brands like Hydro Flask, Peet’s Coffee and Straightaway Cocktails. In addition to regular paid media planning, Viljoen will provide data-driven insights into the media along the path to purchase, from awareness to acquisition to retention.

“We were impressed with Landie’s passion for media,” says Rebecca Armstrong, co-founder and CEO of North. “She really cares about how people embrace or ignore brand messaging. Plus, she has an unusually scholarly understanding of data. I think she might be a genius, actually.

Previously, Viljoen worked as a channel strategist for global full-service agency Motive, where she developed the agency’s paid media offering for their slate of outdoor, CPG and lifestyle brands. She brings over 11 years of data-driven channel strategy to North and has worked with notable brands such as Google, Macy’s, PepsiCo, Kate Spade, Kellogg’s, FritoLay, Sara Lee and Procter and Gamble. Born in South Africa, she began her career in Boulder, Colorado where she currently resides after a career detour to work with Essence Digital and Carat USA in New York.

“North is a company that I have admired for some time. Their work is of high caliber. They recognize that marketing is a “guest in the entertainment house,” calibrating creative and channel thinking to add real value to people’s lives. Viljoen said. “I’m excited to help North’s brands grow by combining insight-driven channel strategy with brilliant creativity to impact bottom lines.”

Tanya J. Hill