Glossary¶

Tierra-specific terminology and acronyms.

Roles & Structure¶

GS — Growth Strategist. Pod leader, owns client success.

AM — Account Manager. Primary client contact within a Pod.

CS — Creative Strategist. Owns end-to-end creative strategy and production management.

PM — Project Manager. Supports the AM and Pod with task and operational organization.

Pod. A self-contained client team led by a Growth Strategist.

GA — Growth Accelerator. Tierra's core managed media buying service.

PMB — Performance Marketing Brief. The strategic deep-dive that kicks off every client engagement.

PO — Purchase Order. Used in Tierra's procurement process for requesting software, tools, supplies, or any company-funded purchase.

Axon. AppLovin's ad platform (used interchangeably with "AppLovin").

Andromeda. Meta's ad delivery system that Tierra's creative approach is built around.

Monday. Monday.com, Tierra's project management tool.

DTC. Direct-to-consumer.

CRO. Conversion rate optimization.

AOV. Average order value.

ROAS. Return on ad spend.

CPA. Cost per acquisition.

CVR. Conversion rate.

LTV. Lifetime value.

UGC. User-generated content.

DAM. Digital asset management.

Bad News Sandwich. Tierra's framework for delivering difficult news: start with a win, address the problem, present how we're fixing it.