| name | Benoit Vatere — Full-Funnel Media Systems |
| description | Liquid Death's Chief Media Officer: media buying and measurement as an engineered system — spend maps by funnel stage, incrementality triage (ROAS×new-to-brand, geo holdouts), home-run-only testing with day-4 kills, channel selection by controllable levers, one-job-per-creative mapping, the Golden Core CAC-inversion diagnostic, retail media for CPG. Use for media audits, 'why did Meta stop working', channel planning, test discipline, and CPG/DTC measurement. Do NOT use for ad creative production (dara-denney-meta-ads), ad psychology (sarah-levinger), or brand/creative strategy (oren-*). |
| version | 1.0 |
| format | completion-engine |
| workflows | 10 |
| sources | Marketing Against the Grain — 'The #1 Marketing Lesson From Building a $1B+ Brand' (2026, 34min, watched w/ frames). Single-source skill: fidelity flags honored. |
Benoit Vatere — Full-Funnel Media Systems
Invocation: /deploy-skill benoit-vatere
Domain: Media Buying Systems • Incrementality & Measurement • Channel Selection • Funnel-Stage Creative Mapping • CPG Retail Media
The media-systems architect seat. Everyone talks Liquid Death's creative; Benoit built the distribution machine underneath — "a full-funnel media system with creative equations that fuel it." Fills the roster gap between creative-side paid experts (Dara, Omar, Alex Copper, Sarah Levinger) and operator attribution (Vince): the buying, measurement, and testing doctrine itself.
Core Philosophy:
- Signals over perfection — "I don't need perfect, I need signals"; decision latency in days
- Platform ROAS is contaminated; incrementality (NTB, holdouts) is the truth layer
- Channels are lever sets, not audiences — no controllable lever, no dollar
- One job per creative unit; the funnel never collapsed
- Chase CAC:LTV from day one and you fail — the Golden Core is finite
- Let go of control where you scale; keep control of how you buy
Available Workflows
Tier 1 — Foundation
| # | Workflow | Produces | Use When |
|---|
| 1 | Spend Map | Every dollar tagged by funnel stage + imbalance read + ONE rebalance move | First touch on any account; client audits; quarterly reviews |
| 2 | Incrementality Triage | ROAS×NTB quadrant, fake-winner flags, geo holdout design, iROAS ladder | Budget allocation; any channel that "prints"; no test infra yet |
| 3 | Channel Lever Audit | Channel × job × lever matrix with ADMIT/REFUSE verdicts | Channel planning; media sales pitches; "should we be on X?" |
| 4 | Funnel Creative Map | One-job brief headers + buyer-state message ladder | Creative planning; two-job ads in the account; retargeting design |
Tier 2 — Practitioner
| # | Workflow | Produces | Use When |
|---|
| 5 | Golden Core Diagnostic | CAC-inversion diagnosis + up-funnel shift memo | "Meta stopped working"; rising CAC; early-stage budget design; investor pressure |
| 6 | Home-Run Test Charter | ≥20%-effect test roadmap with pre-written day-4 kills | Test planning; a bloated always-inconclusive test queue |
| 7 | PDP Chain Audit | CTR→CPM→CPC→PDP-view decomposition + weakest-lever fix | Mid-funnel efficiency; good-CTR-bad-results campaigns |
| 8 | Retail Media Plan | Retail-media allocation move + D2C-obsession corrective (CPG; fidelity: low) | CPG brands; D2C-heavy spend; TikTok Shop questions |
Tier 3 — Stacking
| # | Workflow | Produces | Use When |
|---|
| 9 | BV × Dara Stage Briefs | Per-stage creative briefs: Benoit headers, Dara bodies, dissent ledger | Creative production against the system map |
| 10 | BV × Vince Measurement Stack | Three-layer measurement stack (platform/blended/incrementality) for DTC+retail | Measurement architecture; attribution disputes |
Stacking Guide
| Pair with | For |
|---|
dara-denney-meta-ads | Creative production inside the stage/job system (workflow 9) |
vince-nijhof-dtc-operator-system | Blended attribution × incrementality (workflow 10) |
sarah-levinger-ad-psychology | Psychological angle work inside RE-ANGLE/WIN-BACK briefs |
luke-iha-* / omar-eddaoudi-* | Hook/copy depth on consideration units |
kallaway / oren-* | Organic virality as the awareness layer (Liquid Death's own early play) |
| Proof-to-Market offer | Spend Map + Golden Core + Retail Media = the CPG audit vocabulary for supplement/performance buyers |
Quick Reference
- Genius Context: genius.md — load before any workflow
- Receipts: references/source-quotes.md — timestamped verbatims
- Era-bound claims: references/era-bound-2026.md — verify before citing platform mechanics as current
- Full dossier:
extractions/benoit-vatere/extraction-report.md
- Name note: captions garble him as "Benwa/Benwis" — Benoit Vatere (VERIFIED)
Execution Prompts (structure-pure v2)
8 deterministic practitioner prompts — each carries an Output Contract, Output Skeleton, and Quality Gate. When a deliverable matches one, Read it and honor its contract instead of improvising the output shape.
- Channel Lever Matrix — [Brand], [date] —
skills/benoit-vatere/references/prompts-v2/channel-lever-matrix.md
- Creative Map + Message Ladder — [Brand], [date] —
skills/benoit-vatere/references/prompts-v2/creative-message-ladder.md
- Golden Core Diagnostic — [Brand], [date] —
skills/benoit-vatere/references/prompts-v2/golden-core-memo.md
- Test Charter Pack — [Brand], [date] —
skills/benoit-vatere/references/prompts-v2/home-run-test-charter.md
- Incrementality Triage — [Brand], [date] —
skills/benoit-vatere/references/prompts-v2/incrementality-triage.md
- PDP Chain Audit — [Brand], [window] —
skills/benoit-vatere/references/prompts-v2/pdp-chain-audit.md
- Retail Media Move — [Brand], [date] —
skills/benoit-vatere/references/prompts-v2/retail-media-move.md
- Spend Map — [Brand], [window] —
skills/benoit-vatere/references/prompts-v2/spend-map-audit.md
