About Raincross
Different disciplines. One agency
Founded in 2013, and still independent
Raincross was founded in Riverside, California in 2013. The agency began with a focus on the digital work many organizations were still treating as secondary: websites, search visibility, and the early mechanics of online advertising.
That focus widened because the work did. Clients who came for a website needed the site to be found. Clients who came for search needed advertising, measurement, and a clear message standing behind it.
In the years since, the agency has added people rather than layers. Strategists, developers, designers, analysts, media specialists, content specialists, and communications professionals work inside the same practice, which is why an engagement can move between disciplines without changing agencies.
Raincross is still independent. No holding company sets the scope of the work, and no network relationship decides what gets recommended.
The work changed. So did we
Raincross did not add disciplines in order to become a larger agency. It added them because the environment stopped keeping them apart.
Media fragmented. Search stopped being a single ranked list and started answering questions outright. Websites became infrastructure rather than brochures. Measurement got harder as privacy rules tightened. Credibility moved partly into third-party coverage and the sources that AI systems read.
Advertising, search, technology, data, messaging, and earned coverage now affect one another. Buying them separately tends to produce separate answers to the same question.
Attention is assembled
Audiences move across paid platforms, search, video, audio, and editorial coverage in the same week. Reach is put together, not purchased once.
Discovery changed
People find organizations through search results, generative answers, and third-party sources. Being findable now means being readable to more than one system.
The site is infrastructure
A website is the one asset an organization fully controls. Its performance, structure, and accessibility affect every channel pointed at it.
Measurement takes design
Attribution is less complete than it once was. Measurement has to be built deliberately so it still supports a decision.
Six disciplines, one practice
These are not departments. Raincross brings in the disciplines a problem actually requires, which is sometimes all six and often one.
- Advertising
- Paid media and audience reach across search, social, programmatic, and broadcast channels.
- Visibility
- Search, GEO, AI optimization, content, and everything that decides whether an organization is found.
- Web
- Strategy, design, development, ecommerce, accessibility, and ongoing website support.
- Analytics
- Measurement, implementation, attribution, reporting, and the decisions they are meant to support.
- Strategy
- Marketing strategy, audience strategy, campaign strategy, and brand and messaging strategy.
- Public Relations
- Public relations, media relations, and press release writing and distribution.
Four things we hold ourselves to
Understand first
Start with the problem, the audience, the environment, and the objective. Tactics are the last decision, not the first.
Use the right disciplines
The answer may involve advertising, search, web, analytics, strategy, and PR, or only one of them. Scope should follow the problem rather than the roster.
Measure what matters
Activity is not performance. Measurement should help someone make a decision, not simply produce another report.
Stay accountable
Be clear about what Raincross controls, what it influences, and what cannot honestly be guaranteed.
The people behind the work
Raincross brings together strategists, media specialists, developers, designers, analysts, content specialists, and communications professionals around the needs of each engagement.
Kevin Watts
President & Founder, Managing Partner
Kevin Watts is the founder and president of Raincross, where he leads agency strategy and helps organizations connect advertising, visibility, technology, analytics, and communications around measurable business objectives.
Aurelio Melendrez
Vice President, Managing Partner
Aurelio Melendrez is Vice President and Managing Partner at Raincross, where he leads business development, client strategy, and relationships while helping connect organizational goals with the agency's capabilities.
Stephanie Schaefer
Director of Communications & Public Relations
Stephanie Schaefer is the Director of Communications & Public Relations at Raincross, helping organizations develop clear messages, identify credible stories, and communicate effectively with the audiences they need to reach.
Merea De Paz
Director of Brand Strategy & Messaging
Merea De Paz leads brand strategy and messaging at Raincross, helping organizations define what they stand for, how they should be positioned, and how to communicate their value with clarity and consistency.
Hannah Boyer
Client Success and Operations Manager
Hannah Boyer manages client success and agency operations at Raincross, helping coordinate communication, projects, priorities, and the day-to-day details that keep client engagements moving forward.
Mysti Chandler
Director of Content & AI
Mysti Chandler leads content development and AI-focused content strategy at Raincross, helping organizations create useful, authoritative information for people, search engines, and AI-driven discovery.
Jessica Souza
Business Development Lead
Jessica Souza leads business development at Raincross, helping organizations identify the right combination of strategy, advertising, visibility, web, analytics, and public relations services for their goals.
Eddie Mangla
Lead Web Designer & Developer
Eddie Mangla is Raincross's Lead Web Designer & Developer, responsible for designing, building, maintaining, and improving websites across a wide range of platforms, technologies, and client requirements.
Amanda Mattila
Web Designer & Developer
Amanda Mattila is a Web Designer & Developer at Raincross who works across interface design, responsive development, content implementation, testing, and launch. Her experience with Figma, WordPress, Webflow, and Framer allows her to create websites that are visually distinctive, intuitive to use, and aligned with each client's broader goals.
Kolbi Bravo
Director of Media Buying
Kolbi Bravo is the Director of Media Buying at Raincross, leading media planning and buying, coordinating campaigns, and keeping client initiatives moving from planning through execution.
Jackson Waldrop
Paid Media Specialist
Jackson Waldrop is a Paid Media Specialist at Raincross, working across paid search and paid social to turn campaign objectives into targeted, measurable advertising programs.
Moe Ahsan
Paid Social & Digital Advertising Strategist
Moe Ahsan develops and manages paid social and digital advertising strategies at Raincross, with a primary focus on Meta campaigns, audience targeting, lead generation, creative testing, and performance optimization.
Frank Zeller
Paid Search Specialist
Frank Zeller specializes in paid search strategy and campaign management at Raincross, managing Google Ads programs for clients across the United States with a focus on search intent, conversion performance, and efficient media investment.
Mark Coward
SEO & Analytics Specialist
Mark Coward supports SEO, technical SEO, AI Optimization, and analytics at Raincross, helping evaluate how websites are structured, understood by search engines, and discovered across traditional search and emerging AI platforms.
Justin Kowalski
Brand Designer & Creative Strategist
Justin Kowalski is a Brand Designer and Creative Strategist at Raincross, helping organizations build distinctive visual identities and coherent creative systems that communicate clearly across every channel.
Chris Gomez
Visual Content Specialist
Chris Gomez shapes visual content for Raincross, producing photography, video, and original imagery that helps brands communicate clearly across websites, advertising, social media, and brand communications.
Rachael Sewell
Accounting Manager
Rachael Sewell manages Raincross's accounting operations, bringing extensive accounting experience and a detail-focused approach to accounts payable, budget coordination, cost tracking, and financial administration.
Part of where we came from
Community involvement has been part of Raincross since the early years, and it has stayed local in the plainest sense: the street outside the office, and the schools nearby.
The agency adopted a street through the Keep Riverside Clean & Beautiful program, and the team has taken part in local career events, talking with students about what work in code and design actually looks like.
None of it is a campaign. It is the part of the company that existed before there was anything to say about it.
Let's talk about what's next
Tell us what you are working on. We will tell you which disciplines the problem actually needs.