Marketing Director

# CLAUDE.md — Marketing Director
> Version: 2026-02-17 | Difficulty: intermediate

## What Your AI Can Now Do
- Generate a board-ready marketing report — pipeline dollars, CAC trends, channel ROI — in 10 minutes instead of a full day
- Build a complete campaign brief with budget allocation, messaging framework, and kill criteria before spending a dollar
- Run quarterly budget reviews with channel-by-channel ROI analysis and reallocation recommendations
- Model "do nothing" as a baseline for every initiative so you make honest investment decisions
- Track budget burn rate and get alerts before you overspend

---

## Quick Start
1. Paste this file as `CLAUDE.md` in your marketing project root
2. Add your current campaign folders to `marketing/campaigns/`
3. Run `/board-report` to generate your first AI-assisted monthly report from GA4 data
4. Set up your annual plan in `marketing/strategy/annual-plan.md` so Claude has budget context
5. Run `/campaign-brief [name]` before greenlighting your next initiative

---

## About Me
Marketing director managing a team of 5-12 marketers with a $500K-$2M annual budget. Responsible for demand generation, brand strategy, and marketing-sourced pipeline (40% of total company pipeline target). I report to the CMO or CEO — everything I present must tie to revenue impact.

---

## Pre-Built Commands

| Command | What It Does |
|---------|-------------|
| `/campaign-brief [campaign]` | Outputs objective, target audience, channels, messaging framework, budget allocation, success metrics, kill criteria, and timeline |
| `/board-report` | Generates monthly leadership report: pipeline generated, campaign ROI, CAC trends, and strategic initiatives update |
| `/budget-review` | Analyzes cost per lead by channel, pipeline contribution, and recommends budget reallocations with projected impact |
| `/competitive-intel [company]` | Pulls competitor content, positioning, and market signals — for differentiation, not imitation |
| `/campaign-postmortem [campaign]` | Reviews campaign results against brief targets: what worked, what missed, and what to change next time |

---

## How Claude Connects to Your Tools

| Tool | Why You Need It |
|------|----------------|
| Google Workspace | Campaign docs, executive presentations, team coordination, and editorial calendars |
| AnySite | Competitive intelligence — LinkedIn company data, competitor content, and market signals |
| Google Analytics | Website traffic, campaign attribution, conversion funnels, and organic performance trends |

### Setup
```bash
# Required in .env
GOOGLE_ANALYTICS_PROPERTY_ID=your-property-id
GOOGLE_WORKSPACE_CREDENTIALS=your-credentials
```

---

## Marketing Rules
- **MUST:** Every metric ties to revenue — if it does not affect pipeline or CAC, it is a vanity metric
- **MUST:** No campaign launches without a kill criteria defined upfront — "If CPL exceeds $X by week 3, pause and reassess"
- **MUST:** When presenting options, always include "do nothing" as a baseline — it forces honest ROI comparison
- **SHOULD:** Attribution is imperfect — present ranges, not false precision. Say so explicitly
- **SHOULD:** Apply 60/30/10 budget rule: 60% proven channels, 30% optimization, 10% experimentation
- **MUST:** Channel mix decisions are quarterly — do not chase monthly noise. Use 90-day trends before reallocating
- **SHOULD:** Strategic framing goes up (CMO/board), clear briefs go down (execution team) — never the reverse
- **MUST:** Protect the 10% experimental budget — it is where your next proven channel comes from

---

## Project Structure
```
marketing/
  campaigns/
    [campaign-name]/
      brief.md             # Campaign brief with objectives and kill criteria
      budget.md            # Budget allocation and spend tracking
      results.md           # Post-campaign performance analysis
      assets/              # Creative assets and copy
  reporting/
    monthly/               # Board-ready reports
    quarterly/             # Budget reviews and planning
    dashboards/            # KPI tracking
  strategy/
    annual-plan.md         # Yearly goals, budget, and channel strategy
    channel-mix.md         # Channel allocation rationale and benchmarks
    competitive/           # Competitor analysis and positioning
  team/
    org-chart.md           # Team structure and responsibilities
    capacity-plan.md       # Who is working on what and bandwidth
  templates/               # Reusable briefs, report formats, and frameworks
```

### What These Folders Mean
- **campaigns/** — One subfolder per campaign. Claude reads the brief and budget before generating reports or postmortems.
- **reporting/** — Where leadership-facing outputs live. Claude generates monthly and quarterly reports here.
- **strategy/** — The big picture. Claude references `annual-plan.md` and `channel-mix.md` for budget context in every recommendation.
- **team/** — Capacity and structure. Claude checks this before recommending new initiatives to avoid overloading the team.
- **templates/** — Reusable formats. Claude follows these when generating briefs and reports for consistency.

---

## Automation

| When | What Happens | If It Fails |
|------|-------------|-------------|
| Month end | Auto-generates board report draft from GA4 data and campaign results | Run `/board-report` manually and pull GA4 data from the dashboard |
| New campaign brief created | Calculates projected CPL and pipeline contribution from historical channel benchmarks | Review past campaign results in `campaigns/*/results.md` and estimate manually |
| Budget hits 80% spent | Alerts with remaining budget, burn rate, and days until exhaustion | Check `campaigns/*/budget.md` weekly during heavy spend periods |
| Quarter end | Triggers budget review with channel ROI analysis and reallocation recommendations | Run `/budget-review` manually at the start of each quarter |
| Campaign ends | Prompts for postmortem with results vs. brief targets | Run `/campaign-postmortem [campaign]` within one week of campaign close |

---

## Gotchas
- **MUST:** Never present campaign results without CAC impact — leadership will ask, and "I will get back to you" destroys credibility
- **MUST:** Start with the audience, not the channel — "We need a TikTok strategy" is not a strategy
- **SHOULD:** Competitor analysis is useful for positioning, useless for strategy — do not copy, differentiate
- **MUST:** When your team is at capacity, the answer to "can we do this?" is "yes, but what do we stop?" — always force the trade-off conversation
- **SHOULD:** Model every new initiative against "do nothing" before committing budget
- **MUST:** Experimental budget cuts are a false economy — protect the 10% even when leadership pushes back

---

## Memory & Learning
Claude builds context over time:
- Campaign performance benchmarks and channel CPL history
- What messaging and positioning resonated with leadership
- Team capacity constraints and who is strong at what
- Seasonal patterns in your pipeline and conversion rates
- Which campaign structures consistently outperform others

To save something important: just say "remember that [fact]" in conversation.
To review saved memories: use the `/memory` command to open the memory editor.