Kaila Vallee Takes Helm at Rainstorm Direct Amid Converged TV Boom

PORTLAND, Ore. – March 19, 2026 – Rainstorm Direct, a key performance marketing division of Rain, today announced the promotion of Kaila Vallee to the role of President. The appointment solidifies Vallee’s position at the forefront of the agency's strategic direction, particularly as it continues to navigate the complex and rapidly expanding world of Converged TV.

In her elevated role, Vallee will continue to oversee the division, which specializes in driving measurable results for clients across connected TV (CTV), linear TV, and YouTube. Her promotion is not just a recognition of her tenure, but a direct acknowledgment of her transformative impact on the agency’s growth and strategic evolution.

The Architect of Sustained Growth

Since joining the company, then known as MMSI, in 2013, Vallee has been a central figure in its success. With over 17 years of experience spanning strategic marketing, performance media, and direct sales, she has cultivated a reputation as a results-oriented leader. This is most evident in the agency's financial performance under her guidance.

For the past five consecutive years, Rainstorm Direct has posted a consistent 14% increase in billings year-over-year. This impressive growth occurred during a period of significant change for the agency, including a successful rebranding effort led by Vallee herself. This growth rate is particularly noteworthy as it aligns with, and in some cases outpaces, the explosive expansion of the digital video advertising sector, which has seen double-digit growth in recent years.

Jane Crisan, CEO of parent company Rain, lauded Vallee's contributions in the official announcement. "Kaila's strategic vision and relentless focus on delivering results for our clients have been instrumental to Rainstorm Direct's success," Crisan stated. The promotion, she noted, recognizes Vallee's critical role in steering the agency's evolution.

Vallee's leadership has been pivotal in managing high-stakes, cross-channel marketing campaigns for a diverse roster of top-tier brands, including CVS, Lume, Harry's, Mutual of Omaha, and USAA. Her ability to deliver for these clients has cemented her status as a key driver of growth both for the agency and the brands it represents.

From Per-Inquiry to Performance Powerhouse

Perhaps the most significant achievement under Vallee’s leadership has been the agency's fundamental transformation. Crisan highlighted this pivot, praising Vallee for "the direction she provided in bringing the agency from a per inquiry (PI) advertising shop to a full performance Converged TV agency."

This evolution represents a major strategic shift away from the traditional direct response model, which often focused on singular, immediate actions, to a more sophisticated, data-centric approach. The modern Converged TV landscape demands a holistic view of the consumer journey across multiple screens and platforms. By embracing this complexity, Rainstorm Direct has repositioned itself at the cutting edge of the industry.

The transformation involved moving beyond legacy metrics and investing in the technology and talent needed to provide clients with transparent, cross-platform measurement. This allows the agency to deliver on its promise of turning advertising investments directly into leads and sales, optimizing campaigns in near real-time based on performance data from linear, streaming, and digital video channels.

Mastering the Converged TV Frontier

The timing of Rainstorm Direct's pivot and Vallee's promotion is critical. The advertising world is in the midst of a seismic shift, with viewer attention fragmenting from traditional broadcast and cable to a burgeoning ecosystem of streaming services. Industry projections underscore this trend, with U.S. ad spending on CTV expected to reach over $33 billion in 2025 and potentially surpass traditional TV ad spending by 2028.

This new frontier presents both immense opportunities and significant challenges. While CTV offers unprecedented targeting capabilities, the market is plagued by issues of data fragmentation, inconsistent measurement standards, and difficulties in tracking audiences across a dizzying array of platforms and devices. Success in this environment requires a deep understanding of the technical landscape and a relentless focus on measurable outcomes.

Rainstorm Direct, with its 40 years of industry expertise combined with a modern, performance-focused methodology, appears well-equipped for this reality. The agency emphasizes an integrated approach, using nimble in-house production and continuous feedback loops to aggressively optimize campaigns and hit client cost-per-acquisition targets. This blend of old-school direct response discipline with new-school digital analytics is a key differentiator in a crowded market.

A Continued Focus on Innovation and Growth

Looking ahead, Vallee is poised to continue building on the agency's momentum. In her expanded capacity as President, she will maintain oversight of all operational aspects, with a primary focus on strategic growth, client success, and internal team development. Her mandate includes ensuring the agency remains agile and efficient as it helps clients navigate the future of television advertising.

"I'm thrilled to take on this expanded role and continue building on Rainstorm Direct's momentum," Vallee said in a statement. "Our team is deeply committed to innovation and growth, and I look forward to leading us into the next chapter."

That next chapter will undoubtedly be defined by the ongoing evolution of consumer viewing habits and the technological advancements shaping the advertising industry. With a proven leader at the helm who has already successfully navigated one major industry transformation, Rainstorm Direct is signaling its readiness to not only adapt but to lead the charge in the era of performance-driven Converged TV.