| name | executing-marketing-campaigns |
| description | Plan, produce, launch, measure, optimize, and review integrated marketing campaigns. Use for campaign briefs, audience strategy, channel plans, content calendars, email and social assets, budgets, UTM governance, KPI dashboards, and retrospectives. |
Executing Marketing Campaigns
Use this skill for a complete campaign or a specific stage. Preserve the user's brand, approval process, market, and legal constraints. Do not publish, send, spend, or change production systems without explicit authorization.
1. Campaign brief
Create one source of truth containing:
- business objective, campaign objective, baseline, target, deadline, and owner;
- product, offer, lifecycle stage, market, geography, language, and constraints;
- primary and secondary audiences, buying committee, pain points, triggers, objections, and desired action;
- positioning, value proposition, reasons to believe, mandatory messages, prohibited claims, and CTA;
- budget, resources, approvals, dependencies, risks, and launch decision gates.
Objectives must be SMART. If no baseline exists, label the target provisional and define how to establish the baseline.
2. Audience and journey
For each segment document:
| Field | Required detail |
|---|
| Context | role, company or consumer situation, market, maturity |
| Need | job to be done, pain, consequence, desired outcome |
| Behavior | discovery channels, evaluation behavior, trust signals |
| Objections | price, risk, effort, fit, timing, authority |
| Message | promise, evidence, tone, CTA |
| Journey | awareness, consideration, decision, retention, advocacy |
Do not turn demographic stereotypes into asserted behavior. Mark research gaps and validation methods.
3. Strategy and channel mix
Define a strategy statement: for audience, the campaign will use insight and message across channels to produce behavior, measured by metric before date.
Select channels by their role in the journey rather than popularity:
- owned: website, landing page, blog, email, community;
- earned: PR, partners, advocates, reviews, organic sharing;
- paid: search, social, display, sponsorship, creators, events;
- sales-assisted: outbound, webinars, demos, field events, partner enablement.
For each channel specify audience, journey stage, purpose, asset, CTA, frequency, budget, KPI, owner, dependency, test, and stop/scale rule. Explain why excluded channels are not appropriate.
4. Content system
Build a content matrix with:
- content pillar and audience question;
- key message and proof;
- format, channel, journey stage, CTA, and destination;
- source material, writer/designer, reviewer, due date, status, and reuse plan.
Apply brand voice consistently while adjusting tone for context. Prefer clear, specific, evidence-backed claims. Verify licenses and permissions for logos, images, customer names, testimonials, and third-party data.
Email
- define segment, purpose, subject hypothesis, preview text, body hierarchy, CTA, landing page, sender, send time, and follow-up;
- include required identity, address, preference, and unsubscribe elements;
- do not infer consent; follow the applicable privacy and anti-spam rules;
- evaluate delivery, open, click, conversion, unsubscribe, complaint, and revenue metrics with known tracking limitations.
Social
- adapt the hook, length, format, dimensions, caption, CTA, tags, accessibility, and posting rhythm to each platform;
- do not cross-post identical copy when audience expectations differ;
- provide response and escalation guidance for comments, misinformation, complaints, and crises.
5. Timeline, budget, and ownership
Create milestones for brief approval, research, creative concept, production, legal/brand review, tracking QA, soft launch, full launch, optimization reviews, close, and retrospective.
Budget tables must separate media, production, tools, events, agencies, contingency, tax, and internal assumptions. Show planned, committed, actual, variance, and forecast. Never fabricate costs; use placeholders or sourced benchmarks.
Every deliverable must have one directly responsible owner and one approver. Flag impossible dates and unstaffed dependencies.
6. Tracking and analytics
Define each KPI before launch: business question, formula, numerator, denominator, source, time zone, attribution window, refresh cadence, owner, and target.
Common formulas:
- CTR = clicks / impressions;
- conversion rate = conversions / eligible visits or leads;
- CPL = campaign cost / qualified leads;
- CAC = attributable acquisition cost / acquired customers;
- ROAS = attributable revenue / advertising spend;
- ROI = (attributable return - total campaign cost) / total campaign cost;
- LTV:CAC = customer lifetime value / customer acquisition cost.
Use consistent UTM values for source, medium, campaign, content, and term. Keep a UTM registry and test every final URL. State whether attribution is first-touch, last-touch, linear, time-decay, position-based, or custom, and explain its bias.
Validate missing events, duplicate events, bot traffic, time-zone mismatch, delayed conversions, inconsistent definitions, CRM joins, and platform discrepancies before trusting a dashboard.
7. Launch and optimization
Run a preflight covering:
- approved copy and creative, correct audience and exclusions;
- working links, forms, pixels, events, UTMs, CRM routing, and notifications;
- mobile rendering, accessibility, page speed, frequency caps, budget limits, and rollback;
- privacy, consent, unsubscribe, disclosures, terms, regulated claims, and platform rules;
- monitoring owner, escalation path, decision cadence, and incident communication.
Optimize through controlled experiments. For each experiment state observation, hypothesis, variable, control, audience, duration, sample requirement, primary metric, guardrail, success threshold, and decision. Avoid changing multiple causal variables at once.
8. Reporting and retrospective
Report in this order:
- objective and executive result;
- KPI performance against target and baseline;
- funnel, segment, channel, content, budget, and attribution analysis;
- verified drivers, plausible hypotheses, and data limitations;
- actions to scale, fix, stop, or test;
- reusable assets, process changes, owners, and dates.
Use web-search for current market evidence; campaign-planner for an expanded campaign plan; marketing-writer for conversion-oriented page copy; ad-creative for paid-media variants; and docx, xlsx, pptx, or pdf for verified deliverables. Always locate and read the selected skill in <available_skills> before using it.
