Since Aaron left on Oct 1, one person covers strategy, builds, feeds, tracking QA and daily operations. Since the Sep 30 tactical we also run one landing test and one ad test per brand every week, and the Netz migration means every campaign gets checked again before it goes back live.
Gian put it plainly on Oct 7: the strategy keeps moving, but the numbers fall behind. The junior owns that part: the daily numbers, the checks and the builds, so the strategy work gets done and nothing is left unwatched.
Which target this moves: none directly. It protects the weekly test cadence and the speed of launches, which is where the Q4 plan expects the growth to come from.
| Area | Carlos (lead) | Junior |
|---|---|---|
| Strategy and targets | Q4 plan, pacing against target, budget split between brands and channels | Prepares the weekly pacing read: actual against month-to-date target, by brand |
| Daily numbers | Reads the summary, decides what to act on | Checks the daily report ran and the numbers make sense; flags any brand below its NC ROAS floor or behind pace before the daily sync |
| Testing | Picks the tests, writes the hypothesis, calls the result | Builds the ads and campaigns for each test, keeps the test log current, flags when a test reaches its volume floor |
| Bids and budgets | Approves every change | Prepares the daily scaling proposals for review, applies the approved ones |
| Advertorials and landing pages | Angle, outline and copy | Uploads to KittyBuilder or Netz, creates the Voluum lander and campaign, runs the QA visit (tracking, CTA, checkout, California version) |
| Netz migration | Decides which campaigns go back live and any URL change | Keeps the migration sheet current, checks that each link loads before it is switched on, lists the doubts for the end-of-day review |
| Search terms and keywords | Structure and new angles | Weekly search-term review, keyword additions, negative lists |
| Feeds and Merchant Center | Feed strategy, policy decisions | Daily disapproval check, title and image variants, feed edits |
| Policy and approvals | Appeals, landing-page fixes | Daily ad approval check, resubmits disapproved ads after a fix |
| Reporting | Reads and comments on results, presents in the weekly | Answers data requests, keeps the Voluum and Netz link sheets current |
| Demand Gen and video | Creative direction, audience plan | Uploads assets, builds ad groups, rotates creatives |
| Tasks and requests | Sets priorities | Keeps the Google tasks in ClickUp current; files dev requests on the dev board |
US Eastern time, because the stores and the budgets run on it (some budgets run out by 2 to 4 pm).
| Day | Main work |
|---|---|
| Monday | Weekly pacing read ready before noon. Search-term review and negative lists. |
| Tuesday | Google Weekly Tactical: Carlos sets the landing test and ad test per brand. The junior turns them into a build list in ClickUp the same day. |
| Wednesday | Builds and page uploads. Everything goes to review by end of day. |
| Thursday | QA, fixes, tests go live. What is asked on Tuesday ships Thursday or Friday, as agreed with Gian. |
| Friday | Test log update: which tests reached their volume floor and are ready to read. Weekly feed and Merchant Center check. |
Most of this job is building things that spend money the same day. These rules hold from the first day, and changes go through Carlos's review until day 60.
| Tool | Used for | Level | Who grants it |
|---|---|---|---|
| Google Ads (MCC, 34 accounts) | Builds, checks, approved changes | Standard, not admin | Carlos |
| Merchant Center (per brand) | Disapprovals, feed checks | Standard | Carlos |
| Feed Google Sheets | Titles, images, variants | Editor | Carlos |
| Voluum | Landers, campaigns, link QA | Own seat | Saro or Gian |
| Netz (admin.netz.com) | Pages and funnel QA | Own seat, no publishing | Pawel |
| KittyBuilder | Advertorial uploads | Editor | Gian |
| Triple Whale | NC ROAS, new-customer revenue | Read | Gian |
| Daily Google report | Daily numbers, pacing, tests | Link | Carlos |
| ClickUp and Slack (#google channels) | Tasks, requests, daily notes | Member | Gian |
On Oct 7 we talked about a junior media buyer, a copywriter for native, or both.
Recommendation: hire the media buyer first. The gap Gian named is operational: numbers, checks and builds. Copy for ads and advertorials is covered today by Carlos, the copy framework we got from Olga, and Agus's reviews.
A native copywriter makes sense once the advertorial tests (decision on Oct 21) show which angles win and we need more than one new advertorial per brand each week. If we hire one, they would own advertorial and native drafts, and Carlos would keep the angle and the final approval.