North Welcomes Landie Viljoen as Channel Strategy Director

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

In her new role, Viljoen will lead media strategy across paid, earned, and owned channels for North’s roster of clients which includes lifestyle and CPG brands like Hydro Flask, Peet’s Coffee, and Straightaway Cocktails. In addition to the usual paid media planning, Viljoen will provide data-informed perspectives on media across the entire purchase path from awareness through acquisition to retention.

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

Previously, Viljoen worked as a channel strategist for the global full-service agency Motive where she built out the agency’s paid media offering for their roster of outdoor, CPG, and lifestyle brands. She brings over 11 years of data-driven channel strategy to North and has worked with notable brands like Google, Macy’s, PepsiCo, Kate Spade, Kellogg’s, FritoLay, Sara Lee, and Procter and Gamble. Born in South Africa, she started 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’ve admired for some time. Their work is of high caliber. They recognize that marketing is a “guest in entertainment’s house”, calibrating creative and channel thinking to add real value to people’s lives.” says Viljoen. “I’m excited to help North’s brands grow by marrying insight-driven channel strategy with brilliant creative to impact the bottom line.”