I've spent most of my career running marketing programs inside large scholarly and membership organizations — campaigns, email, content, events, and brand for audiences in the hundreds of thousands. More recently, I've been the one building the infrastructure those programs run on: selecting platforms, migrating data, writing the governance, and training the people who have to use it after I'm gone. Both halves of that are the job. A strategy that can't be executed isn't a strategy, and a platform nobody adopts isn't an implementation.