Formenti arrives at Scale Marketing with a background managing annual media investments exceeding $100 million. Her career spans planning and negotiation across television, radio, and streaming platforms, with extensive work in sectors ranging from healthcare and retail to financial services. At Scale, she will oversee the traditional media division while integrating its efforts with the agency’s search, social, and analytics departments.

Partner Blake Hochberger highlighted Formenti’s collaborative approach as the deciding factor in her appointment. The agency intends to move away from siloed operations, prioritizing a strategy where traditional and digital disciplines function as a single unit. Formenti, a Northern Illinois University alumna, views this alignment as essential for maximizing marketing impact in an increasingly interconnected landscape.