Sumo Citrus · Budget Tracker · Back Half

The Back Half, Compared

2025 actual vs 2026 proposed. All figures pulled from the Budgets and Line Items tables.

MOCKUP. This is a build target, not the live Airtable interface. Each section below is labeled with the Airtable element that produces it, so you can recreate it on a single interface page.

Headline

Airtable → Grid or Number elements on Budgets, filtered to Budget Type = Back Half
2025 Back Half · Total
$1,307,797
19 line items
2026 Back Half · Total
$1,488,684
18 line items
Year Over Year
+$180,887
+13.8% vs 2025

Working vs Non-Working

Airtable → Number elements on the 2026 record: Working $, Non-Working $, Working YoY $, Non-Working YoY $

Working Dollars

$643,150 → $680,000 +$36,850 · +5.7%

Non-Working Dollars

$664,647 → $808,684 +$144,038 · +21.7%
The read: Nearly all of the year-over-year increase is non-working spend. Working dollars (media, paid influencer, partnership hard costs) are essentially flat at +5.7%, while non-working (production, retainers, management) is up almost 22%.

By Category

Airtable → Bar chart on Line Items, grouped by Category, colored by Budget Year, filtered to the two back-half budgets
2025 Back Half 2026 Back Half
Category comparison: Paid Media 569,284 vs 603,000; Creative/Content 340,013 vs 440,000; Influencer 145,000 vs 145,000; PR 108,000 vs 110,315; Strategy and Planning 95,500 vs 110,369; Brand Partnerships 15,000 vs 30,000; Email 15,000 vs 25,000; Social 20,000 vs 20,000; Merch 0 vs 5,000.
The read: Creative and Content Development is the single biggest mover, up about $100K, which accounts for most of the total increase. Paid Media grew modestly, and Brand Partnerships and Email roughly doubled off small bases.

Category Breakdown

Airtable → Grid on Categories: 2025 BH $, 2026 BH $, BH YoY $, BH YoY %
Category 2025 BH 2026 BH Change $ Change %
Paid Media$569,284$603,000+$33,716+5.9%
Creative / Content Dev$340,013$440,000+$99,987+29.4%
Influencer Marketing$145,000$145,000$0flat
Public Relations$108,000$110,315+$2,315+2.1%
Strategy & Planning$95,500$110,369+$14,869+15.6%
Brand Partnerships$15,000$30,000+$15,000+100%
Email Marketing$15,000$25,000+$10,000+66.7%
Social Media$20,000$20,000$0flat
Merch Store$0$5,000+$5,000new
Total$1,307,797$1,488,684+$180,887+13.8%

Line-Item Detail

Desired view → needs a stable line identity across years (a "Line Key") so each line's 2025 and 2026 amounts pair into one row. See note.
Note on pairing (for the build): each line item record belongs to one budget, so 2025 and 2026 amounts live on separate records. To show them side by side per line, lines must be matched across years. Here they're matched by exact name. Several lines were renamed year over year and so appear as separate "new" and "dropped" rows even though they are likely the same spend. To make per-line YoY reliable, reconcile these (standardize the name or add a shared Line Key). Likely renamed pairs: Influencer & Recipe Pre-Season (named by upcoming season), Travel for Meeting, and the partnership line (Hard Costs becoming Spindrift & Brightland). Category subtotals are exact regardless of pairing.
Line Item Type 2025 BH 2026 BH Change $ Change %
Paid Media
December Campaign Paid MediaWorking$525,150$550,000+$24,850+4.7%
Preseason Paid Media ManagementNon-Work$44,134$53,000+$8,866+20.1%
December Media IncrementalWorking$0—dropped—
Subtotal$569,284$603,000+$33,716+5.9%
Creative / Content Development
HOLD Content Production (TV / Photo / Residuals)Non-Work—$212,500new—
Campaign Core Content CreationNon-Work$100,000$112,500+$12,500+12.5%
Off-Season ContentNon-Work—$50,000new—
Preseason Project & Account ManagementNon-Work$45,000$50,000+$5,000+11.1%
Shopper Creative ExecutionsNon-Work—$15,000new—
Production for CampaignNon-Work$141,442—dropped—
Back Half ContentNon-Work$28,571—dropped—
2026 Back Half ProductionNon-Work$25,000—dropped—
Subtotal$340,013$440,000+$99,987+29.4%
Influencer Marketing
Influencer Relations & Recipe Dev ManagementNon-Work$45,000$45,000$00%
Influencer & Recipe Pre-Season (2027)Working—$100,000new—
Influencer & Recipe Pre-Season (2026)Working$100,000—dropped—
Subtotal$145,000$145,000$00%
Public Relations (PR)
PR / Partnership Costs – Allison Team RetainerNon-Work$105,000$110,315+$5,315+5.1%
Sumo Citrus Season Press ReleaseWorking$3,000$0-$3,000-100%
PR EventWorking$0—dropped—
Subtotal$108,000$110,315+$2,315+2.1%
Strategy & Planning
Strategy and PlanningNon-Work$60,000$60,000$00%
Digital Execution Strategy and PlanningNon-Work$35,000$35,000$00%
Travel for Meeting, Space, LunchNon-Work—$15,369new—
Travel for MeetingNon-Work$500—dropped—
Subtotal$95,500$110,369+$14,869+15.6%
Brand Partnerships
Partnership Support | Spindrift & BrightlandWorking—$30,000new—
Partnership Hard CostsWorking$15,000—dropped—
Subtotal$15,000$30,000+$15,000+100%
Email Marketing
Email NewsletterNon-Work$15,000$25,000+$10,000+66.7%
Subtotal$15,000$25,000+$10,000+66.7%
Social Media
Social Media ManagementNon-Work$20,000$20,000$00%
Subtotal$20,000$20,000$00%
Merch Store
Merch Store ManagementNon-Work—$5,000new—
Subtotal$0$5,000+$5,000new
Grand Total$1,307,797$1,488,684+$180,887+13.8%