head-of-marketing - SKILL.md Agent Skill

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 → Telegram                        │
│      ├── 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 sent to Telegram (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

All key pages analyzed?
User confirmed page coverage?
Brand bible captures voice accurately?
Design system has real CSS values?

Gate 2: Campaign Proposal

Competitor learnings incorporated?
Funnel makes sense for this business?
Landing pages match product ladder?
Ad creatives have full scripts/concepts?
Budget allocation is justified?

Gate 3: Approval

User reviewed all sections?
Revisions incorporated?
Clear approval received?
Ready to hand off to creative_director?

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]