The Marketing Strategy Expert skill provides a comprehensive suite of professional frameworks for brand development, market analysis, and growth optimization. It enables users to build sophisticated brand architectures, map complex customer journeys, and execute data-driven digital marketing campaigns. Designed for high-level strategic planning, it streamlines the transition from raw market research to actionable marketing execution and performance tracking.

When should I use marketing?

marketing is useful in the following scenarios: • Brand Identity Development: Utilize the Brand Pyramid and Positioning Statement frameworks to define a unique market presence and clear value proposition. • Market Research Planning: Select optimal research methodologies (surveys, focus groups, or ethnography) based on specific business objectives, sample sizes, and timelines. • Customer Segmentation & Persona Building: Categorize target audiences by psychographics and behaviors to create detailed personas and targeted messaging strategies. • Full-Funnel Campaign Management: Plan and track multi-channel campaigns from awareness (TOFU) to purchase (BOFU) using standardized templates and success metrics. • Marketing Analytics & ROI Optimization: Implement attribution models and calculate key metrics like CLV:CAC ratios to optimize marketing spend and performance.

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

Metric	Measurement	Frequency
Awareness	Aided/unaided recall	Quarterly
Consideration	Would consider purchasing	Quarterly
Preference	Preferred over competitors	Quarterly
NPS	Net Promoter Score	Monthly
Brand Equity	Dollar value of brand	Annually
Share of Voice	Media mentions vs. competitors	Monthly

Market Research

Research Methodology Selection

Method	When to Use	Sample Size	Timeline
Surveys	Quantify attitudes, behaviors	400-1000+	2-4 weeks
Focus Groups	Explore opinions, reactions	6-10 per group	2-3 weeks
In-depth Interviews	Deep understanding	15-30	3-4 weeks
Ethnography	Observe real behavior	10-20	4-8 weeks
A/B Testing	Compare options	1000+ per variant	2-4 weeks
Social Listening	Track conversations	N/A	Ongoing

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

Type	Basis	Examples
Demographic	Who they are	Age, income, education
Geographic	Where they are	Region, urban/rural, climate
Psychographic	What they value	Lifestyle, attitudes, interests
Behavioral	What they do	Usage, loyalty, occasions
Needs-based	What they need	Jobs to be done, pain points
Value-based	What they're worth	CLV, profitability

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

Channel	Best For	Key Metrics
SEO	Long-term traffic, authority	Organic traffic, rankings, DA
SEM/PPC	Immediate visibility, intent	CTR, CPC, ROAS
Social Media	Awareness, engagement	Reach, engagement, followers
Email	Retention, conversion	Open rate, CTR, conversions
Content	Authority, SEO, nurture	Traffic, time on page, shares
Display	Awareness, retargeting	Impressions, viewability, CTR
Affiliate	Performance-based reach	Conversions, revenue, CAC

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

Element	Frequency	Owner
Blog	2-4x/week	Content team
Social	Daily	Social team
Email	Weekly	Email team
Video	Weekly	Creative
Webinar	Monthly	Demand gen
White Paper	Quarterly	Content team

Marketing Analytics

Marketing Metrics Framework

Category	Metric	Formula
Acquisition	CAC	Total marketing spend / New customers
	CPL	Marketing spend / Leads
	ROAS	Revenue / Ad spend
Engagement	CTR	Clicks / Impressions
	Engagement Rate	Engagements / Reach
	Time on Site	Average session duration
Conversion	Conversion Rate	Conversions / Visitors
	Lead-to-Customer	Customers / Leads
	Cart Abandonment	Abandoned / Started
Value	CLV	Average value x Purchase frequency x Lifespan
	CLV:CAC	Customer lifetime value / CAC
	Marketing ROI	(Revenue - Cost) / Cost

Attribution Models

Model	Description	Best For
First Touch	100% credit to first interaction	Awareness campaigns
Last Touch	100% credit to last interaction	Direct response
Linear	Equal credit across all touches	Long sales cycles
Time Decay	More credit to recent touches	Nurture campaigns
Position-Based	40% first, 40% last, 20% middle	Balanced view
Data-Driven	Algorithmic attribution	Large datasets

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

marketing

When & Why to Use This Skill

Use Cases