git:20251217.3f83b43 to git:20260113.90b2d6e

---

name: marketing

description: Marketing strategy expertise for brand strategy, market research, customer segmentation, digital marketing, content strategy, marketing analytics, campaign management, and PR/communications. Use when planning campaigns, analyzing brand health, building personas, or optimizing marketing performance.

---

# Marketing Strategy Expert

Comprehensive marketing frameworks for brand building, customer acquisition, and campaign optimization.

## Brand Strategy

### Brand Architecture

```

BRAND ARCHITECTURE MODELS:

BRANDED HOUSE:

- Single master brand

- All products under one umbrella

- Example: Google (Google Maps, Gmail, etc.)

- Pro: Brand equity transfer

- Con: Risk concentration

HOUSE OF BRANDS:

- Independent brand identities

- Parent company invisible

- Example: P&G (Tide, Pampers, Crest)

- Pro: Risk isolation

- Con: No equity leverage

ENDORSED BRANDS:

- Sub-brands with parent endorsement

- Example: Marriott (Courtyard by Marriott)

- Pro: Balance of independence and credibility

SUB-BRANDS:

- Parent-driven with modifiers

- Example: Apple iPhone, iPad, iMac

- Pro: Clear hierarchy, shared equity

```

### Brand Positioning Framework

```

POSITIONING STATEMENT:

For [target audience]

Who [need/want]

[Brand] is the [category]

That [key benefit]

Because [reason to believe]

Unlike [competitive alternative]

BRAND PYRAMID:

PURPOSE

/ \

VALUES \

/ \

PERSONALITY \

/ \

EMOTIONAL BENEFITS \

/ \

FUNCTIONAL BENEFITS \

/ \

ATTRIBUTES/FEATURES--------

```

### Brand Health Metrics

## Market Research

### Research Methodology Selection

### Customer Journey Mapping

```

JOURNEY STAGES:

AWARENESS

- Channels: Advertising, PR, social, content

- Touchpoints: Ads, articles, reviews, WOM

- Emotions: Curiosity, interest

- Metrics: Reach, impressions, awareness

CONSIDERATION

- Channels: Website, search, comparisons

- Touchpoints: Product pages, demos, trials

- Emotions: Evaluation, uncertainty

- Metrics: Traffic, engagement, leads

PURCHASE

- Channels: E-commerce, retail, sales

- Touchpoints: Cart, checkout, contract

- Emotions: Anxiety, excitement

- Metrics: Conversion, AOV, close rate

RETENTION

- Channels: Email, support, community

- Touchpoints: Onboarding, support, updates

- Emotions: Satisfaction, frustration

- Metrics: Retention, NPS, CSAT

ADVOCACY

- Channels: Social, reviews, referrals

- Touchpoints: Sharing, reviews, referrals

- Emotions: Loyalty, enthusiasm

- Metrics: Referral rate, reviews, UGC

```

## Customer Segmentation

### Segmentation Approaches

### Segmentation Framework

```

EFFECTIVE SEGMENTS ARE:

- Measurable: Size and characteristics quantifiable

- Substantial: Large enough to be profitable

- Accessible: Can be reached effectively

- Differentiable: Respond differently to marketing

- Actionable: Can design programs for them

SEGMENT PRIORITIZATION:

| Segment | Size | Growth | Profitability | Fit | Priority |

|---------|------|--------|---------------|-----|----------|

| A | | | | | |

| B | | | | | |

| C | | | | | |

```

### Persona Development

```

PERSONA TEMPLATE:

NAME: [Representative name]

PHOTO: [Stock image]

DEMOGRAPHICS:

- Age, gender, location

- Income, education

- Family status, occupation

PSYCHOGRAPHICS:

- Values and beliefs

- Interests and hobbies

- Media consumption

GOALS & CHALLENGES:

- What they're trying to achieve

- Pain points and frustrations

- Barriers to success

BUYING BEHAVIOR:

- Decision criteria

- Information sources

- Objections and concerns

QUOTE:

"A representative statement that captures their perspective"

```

## Digital Marketing

### Channel Strategy

### Marketing Funnel Metrics

```

AWARENESS → INTEREST → CONSIDERATION → PURCHASE → LOYALTY

TOFU (Top of Funnel):

- Impressions

- Reach

- Website visitors

- Social followers

MOFU (Middle of Funnel):

- Leads generated

- MQLs

- Content downloads

- Email subscribers

BOFU (Bottom of Funnel):

- SQLs

- Opportunities

- Conversion rate

- Revenue

POST-PURCHASE:

- Retention rate

- NPS

- Repeat purchase rate

- Referrals

```

### Marketing Technology Stack

```

CORE SYSTEMS:

CRM: Customer data management

- Salesforce, HubSpot, Dynamics

MAP: Marketing automation

- Marketo, Pardot, HubSpot

CMS: Content management

- WordPress, Adobe Experience Manager

ANALYTICS: Performance measurement

- Google Analytics, Adobe Analytics

CDP: Customer data platform

- Segment, Tealium, Adobe CDP

ADDITIONAL TOOLS:

- Social management (Sprout, Hootsuite)

- SEO tools (SEMrush, Ahrefs)

- Email (Mailchimp, Klaviyo)

- Advertising (Google Ads, Meta)

- Personalization (Optimizely, Dynamic Yield)

```

## Content Strategy

### Content Pillars Framework

```

CONTENT PILLARS:

Strategic themes that align content with brand positioning

PILLAR STRUCTURE:

| Pillar | Audience Need | Business Goal | Content Types |

|--------|---------------|---------------|---------------|

| 1 | | | |

| 2 | | | |

| 3 | | | |

CONTENT MATRIX:

| Stage | Educational | Entertaining | Inspiring | Convincing |

|-------|-------------|--------------|-----------|------------|

| Awareness | Blog posts | Videos | Stories | |

| Consideration | Guides | Webinars | Case studies | Comparisons |

| Decision | | | Testimonials | Demos |

```

### Content Calendar

| **White Paper** | Quarterly | Content team |

## Marketing Analytics

### Marketing Metrics Framework

### Attribution Models

## Campaign Management

### Campaign Planning Template

```

CAMPAIGN BRIEF:

OBJECTIVE:

- Business goal (revenue, leads, awareness)

- SMART metrics (specific targets)

TARGET AUDIENCE:

- Primary segment

- Secondary segment

- Exclusions

KEY MESSAGE:

- Main proposition

- Supporting messages

- Call to action

CREATIVE REQUIREMENTS:

- Channels and formats

- Assets needed

- Brand guidelines

BUDGET ALLOCATION:

| Channel | Budget | Expected Results |

|---------|--------|------------------|

| | | |

TIMELINE:

- Planning: [dates]

- Creative: [dates]

- Launch: [date]

- Optimization: [dates]

- Wrap-up: [date]

SUCCESS METRICS:

- Primary KPI: [target]

- Secondary KPIs: [targets]

```

### Campaign Optimization

```

OPTIMIZATION CADENCE:

Daily:

- Budget pacing

- Bid adjustments

- Pause underperformers

Weekly:

- Creative performance

- Audience refinement

- A/B test results

Monthly:

- Channel mix optimization

- Strategy adjustments

- Forecast updates

POST-CAMPAIGN:

- Performance analysis

- ROI calculation

- Learnings documentation

- Next campaign recommendations

```

## PR & Communications

### PR Strategy Framework

```

EARNED MEDIA APPROACH:

PROACTIVE:

- News announcements

- Thought leadership

- Executive visibility

- Industry awards

REACTIVE:

- Media inquiries

- Crisis response

- Issues management

- Rapid response

MEASUREMENT:

- Media impressions

- Share of voice

- Message pull-through

- Sentiment analysis

```

### Crisis Communication

```

RESPONSE PROTOCOL:

ASSESS (0-1 hour):

- Confirm facts

- Assess severity

- Notify leadership

- Activate team

RESPOND (1-4 hours):

- Holding statement

- Internal communication

- Social monitoring

- Media inquiries

MANAGE (ongoing):

- Regular updates

- Stakeholder outreach

- Narrative control

- Documentation

RECOVER (post-crisis):

- After-action review

- Reputation repair

- Process improvement

```

## See Also

- [Sales](../sales/SKILL.md)

- [Product Management](../product-management/SKILL.md)

- [Data Science](../data-science/SKILL.md)