Memo

The primary questions to answer and support with a good rationale in this case are as follows:

Julie Bornstein, SVP of Sephora Direct, is seeking to double her budget for digital marketing and other social media initiatives for the upcoming year.

Assuming she receives the additional funding, how should Bornstein allocate her budget across the various digital categories?

Given that the additional funding requested must be shifted from Sephora's other marketing spending, where would you propose to cut?

And Why?