A Merry Minute: Peak season perspectives from our partners

The festive holiday season is a key moment for retailers, as well as a time that brings joy and deeper connection for people around the world. As the countdown to the holiday season begins, our partner blog series offers a chance to connect more deeply with our valued partners and explore how they navigate this pivotal time both personally and professionally.

This month, we caught up with Bobby Villarreal, Account Director at MissionOne Media, a performance marketing agency with a reputation for strategic planning and holistic client management. Bobby brings a unique blend of B2B expertise, sharp instincts, and a commitment to client success, especially during the most dynamic time of year.

Q: Are you a planner or a panic buyer for peak season shopping?

Bobby: I’m definitely a planner, about 90%. I try to account for everyone, but inevitably, there’s always that last 10%, someone I forgot or a last-minute gift. That’s when the panic buying kicks in, usually just before Christmas!

Q: What’s your guilty pleasure purchase?

Bobby: Golf gear is my latest guilty pleasure. I’m not quite good enough to justify big purchases, but I can’t resist picking up golf accessories now and then. It’s become a fun (and slightly indulgent) habit.

Q: What’s your retail superpower?

Bobby: Setting clear expectations with clients. An independent contractor recently told me he’d never seen anyone manage client expectations as effectively as I do. It was eye-opening and something I now proudly consider my superpower.

Q: What does "peak" season mean for your business, when do you start planning, and how do you ensure you stand out in those high-pressure moments, especially regarding the products or technology that contribute to your success?

Bobby: For us, peak season is all about setting budgets and aligning with performance trends so we can outperform last year and hit ambitious growth goals. Preparation and planning are everything—we start early to make sure we’re ready. To truly stand out, we rely on solid planning and leverage automated solutions from Microsoft Bing, plus AI tools to streamline our processes. Moving from manual to automated campaign management has made a huge difference in our ability to succeed during peak times.

Q: You mentioned AI tools, how has AI changed how you manage this level of planning and execution?

Bobby: Generative AI lets me work faster and more strategically. For example, I used Copilot recently to analyze daily performance trends by fiscal month, it delivered results in minutes that would have taken me hours. It’s a game-changer for answering more questions and iterating quickly.

Q: With so much data and the AI tools to leverage quick insights, what would you say is better, data or instinct?

Bobby: Instinct, 100%. Data is essential, but instinct brings the art to the science of marketing. We’re all data people, but if everything was just data-driven, AI would do the job for us. It’s our instinct that brings value to that data and the AI tools.

Q: What insight from last year’s peak changed the way you approached this year?

Bobby: Budget planning was my biggest lesson. Getting more involved in setting budgets helped us hit our Q2 goals. Proper preparation with the right budget made all the difference in achieving success this year.

Q: What advice would you give someone planning their first peak campaign, and how do you handle it when things go off the rails during peak?

Bobby: Preparation and planning are key. Set clear expectations, push back when necessary, and trust your expertise. It’s easy to get overwhelmed, but staying true to your knowledge and setting boundaries will set you up for success. If things go off the rails, lean on your instincts, adapt quickly, and embrace the challenge as an opportunity for growth and learning. The intense moments can be stressful, but they’re also rewarding and help you develop professionally.

Discover strategies to drive success this Holiday season and learn how to Celebrate Smarter with Microsoft Advertising’s 2025 Holiday Playbook. Download your copy today.