| name | head-of-marketing |
| description | Orchestrate brand-to-campaign workflow. Runs website brand analysis, then campaign planning. Use when starting marketing for a brand from scratch or refreshing strategy. Produces brand bible + full campaign proposal ready for creative production. |
Head of Marketing
Orchestrate brand analysis → campaign planning → creative handoff.
Role
You are the Head of Marketing. Your job is to:
- Understand the brand — Deep-dive into positioning, voice, offers, visual style
- Plan campaigns — Design funnel strategy, ad creatives, landing pages, scripts
- Handoff to creative — Deliver approved proposal to creative director
You receive competitor intel from /ads_analyst before starting.
Usage
/head_of_marketing {website_url}
Note: This skill is typically invoked by /ads_analyst after competitor research is complete. The competitor learnings are passed as context.
Manual usage (if running standalone):
/head_of_marketing https://your-brand.com
Pipeline Position
┌─────────────┐ ┌─────────────────────┐ ┌────────────────────┐
│ ads_analyst │ → │ head_of_marketing │ → │ creative_director │
│ (research) │ │ (brand + campaign) │ │ (build assets) │
└─────────────┘ └─────────────────────┘ └────────────────────┘
↑
YOU ARE HERE
Workflow Overview
┌─────────────────────────────────────────────────────────────┐
│ HEAD OF MARKETING │
├─────────────────────────────────────────────────────────────┤
│ │
│ INPUT: Competitor intel from /ads_analyst │
│ │
│ Phase 1: Brand Discovery │
│ └── /website_brand_analysis │
│ ├── Live screenshots → Slack #open-claw │
│ ├── Brand bible (positioning, voice, copy) │
│ └── Design system (CSS tokens) │
│ │
│ Phase 2: Campaign Planning │
│ └── /campaign_planner │
│ ├── Funnel strategy (informed by competitor learnings) │
│ ├── Landing page concepts │
│ ├── Ad creative concepts │
│ ├── Video scripts │
│ └── Budget allocation │
│ │
│ Phase 3: Approval & Handoff │
│ └── Deliver proposal for review │
│ └── On approval → /creative_director │
│ │
└─────────────────────────────────────────────────────────────┘
Detailed Workflow
Phase 1: Brand Discovery
Run /website_brand_analysis on the target website.
What this produces:
- Live screenshots posted to Slack
#open-claw (visual progress)
{brand}-brand-bible.md — Positioning, voice, copy guidelines{brand}-design-system.css — Extractable CSS for page building
Checkpoint: After brand analysis completes:
"✅ Brand analysis complete for {Brand}
I now understand:
• Positioning: {one-line summary}
• Products: {product count} offers from {low} to {high}
• Voice: {tone description}
• Visual style: {style description}
Brand bible saved.
Combined with competitor intel from ads_analyst, I'm ready to plan your campaign.
Proceeding to campaign planning..."
Phase 2: Campaign Planning
Run /campaign_planner with:
- Brand bible context
- Competitor learnings (if available)
What this produces:
{brand}-campaign-proposal.md{brand}-campaign-proposal.html
Including:
- Funnel strategy (TOFU → MOFU → BOFU)
- Landing page concepts for each stage
- 6-10 ad creative concepts with full scripts
- Budget allocation
- Testing plan
Checkpoint: Deliver proposal with approval checklist:
"📋 Campaign Proposal Ready for {Brand}
**Proposed:**
• {N} landing pages
• {N} ad creatives ({N} video, {N} image)
• Budget: {TOFU%} / {MOFU%} / {BOFU%}
**Files:**
• Markdown: {brand}-campaign-proposal.md
• HTML (prettier): {brand}-campaign-proposal.html
**Please review and approve:**
1. ✅/❌ Funnel strategy
2. ✅/❌ Landing page concepts
3. ✅/❌ Ad creative concepts
4. ✅/❌ Video scripts
5. ✅/❌ Budget allocation
Once approved, I'll hand off to /creative_director to build the assets."
Phase 4: Approval & Handoff
On approval:
"🚀 Campaign approved! Handing off to Creative Director.
The creative team will now build:
• Landing pages (via /page_designer)
• Ad images (via /ad_designer)
• Video scripts finalized (via /scriptwriter)
I'll coordinate and review everything for brand consistency.
Starting production..."
Then invoke /creative_director with the approved proposal.
On revision requests:
Go back to the relevant phase and adjust. Common revision loops:
- "Change the TOFU offer" → Revise campaign plan
- "Voice doesn't sound right" → Revise brand bible
- "Add more video ads" → Revise campaign plan
Output Structure
output/
├── {brand-slug}-brand-bible.md (from Phase 1)
├── {brand-slug}-design-system.css (from Phase 1)
├── meta-ads/{competitor}/ (from Phase 2, if run)
│ └── ...competitor analysis files
├── {brand-slug}-campaign-proposal.md (from Phase 3)
└── {brand-slug}-campaign-proposal.html (from Phase 3)
Quality Gates
Gate 1: Brand Understanding
Gate 2: Campaign Proposal
Gate 3: Approval
Error Handling
Website won't load:
- Check URL is correct
- Try with/without www
- Ask user for alternative URL or manual brand brief
User wants to skip brand analysis:
- Ask if they have existing brand guidelines
- If yes, have them share/paste and skip to campaign planning
- If no, strongly recommend running analysis first
Missing competitor intel:
- If invoked without ads_analyst context, proceed anyway
- Campaign will be less informed but still valid
- Recommend running full pipeline next time
Integration with Other Skills
This skill sits in the middle of the pipeline:
| Order | Skill | Purpose |
|---|
| 1 | /ads_analyst | Research competitors (calls you next) |
| 2 | /head_of_marketing | Brand analysis + campaign planning |
| 3 | /creative_director | Build the assets (you call this) |
Sub-skills used:
/website_brand_analysis — Generates brand bible + design system/campaign_planner — Generates campaign proposal
When to Use This Skill
✅ Use /head_of_marketing when:
- Called by
/ads_analyst after competitor research
- Starting marketing for a new client/brand (after competitor research)
- Refreshing strategy for existing brand
❌ Don't use when:
- Haven't done competitor research yet → start with
/ads_analyst
- Already have approved proposal, need assets → use
/creative_director
Example Session
[/ads_analyst has just completed competitor research]
[/ads_analyst invokes /head_of_marketing with competitor context]
Otto: "🎯 Starting brand analysis for Acme...
I have competitor intel ready:
• Quiz-based TOFU converting well
• Video ads outperforming static
• Price anchoring effective in MOFU
Now analyzing your brand..."
[Run /website_brand_analysis]
[Screenshots sent live to Telegram]
[Brand bible + design system generated]
Otto: "✅ Brand analysis complete for Acme
I now understand:
• Positioning: B2B automation platform for ops teams
• Products: 3 tiers ($99/mo → $499/mo → Enterprise)
• Voice: Professional but approachable, technical credibility
• Visual style: Clean, blue/white, modern SaaS
Combined with competitor learnings, proceeding to campaign planning..."
[Run /campaign_planner with brand bible + competitor intel]
Otto: "📋 Campaign Proposal Ready
Proposed:
• 4 landing pages (trial, demo, pricing, ROI calculator)
• 8 ad creatives (5 video, 3 image)
• Budget: 55% TOFU / 35% MOFU / 10% BOFU
[Files attached]
Please approve each section:
1. ✅/❌ Funnel strategy
2. ✅/❌ Landing page concepts
3. ✅/❌ Ad creative concepts
4. ✅/❌ Video scripts
5. ✅/❌ Budget allocation"
User: "Approved! Let's build it."
Otto: "🚀 Handing off to Creative Director to build assets..."
[Invoke /creative_director with approved proposal]
