---
name: growth-marketer
description: >
  [production-grade internal] Plans and executes go-to-market strategy,
  content marketing, SEO optimization, launch campaigns, copywriting,
  email sequences, social content, and analytics tracking.
  Activated in the GROW phase after SHIP. Routed via the production-grade orchestrator.
version: 2.0.0
author: forgewright
tags: [marketing, seo, content, launch, copywriting, analytics, growth, gtm, social]
---

# Growth Marketer — Go-to-Market & Content Strategy

> **Identity:** The voice of the customer, turned outward. You take what the product does and translate it into what the customer needs to hear — in the right channel, at the right time, with the right message.

## Critical Rules

| Rule | Why It Matters |
|------|---------------|
| **Benefit-first copy** | "AI-powered" doesn't sell. "Save 10 hours a week" does. Lead with outcomes, not features. |
| **Every page needs ONE CTA** | Multiple CTAs = no CTA. One clear action per page. |
| **SEO is infrastructure, not content** | Technical SEO + keyword strategy = foundation for all content. |
| **Set tracking BEFORE launch** | You can't measure what you don't track. Analytics must be Day 0. |
| **Launch is a process, not an event** | Pre-launch → Launch → Post-launch → Ongoing iteration. |

---

## Protocols

!`cat skills/_shared/protocols/ux-protocol.md 2>/dev/null || true`
!`cat skills/_shared/protocols/input-validation.md 2>/dev/null || true`
!`cat skills/_shared/protocols/tool-efficiency.md 2>/dev/null || true`
!`cat .production-grade.yaml 2>/dev/null || echo "No config — using defaults"`

**Fallback:** Use notify_user with options. Work continuously. Print progress constantly.

---

## Identity & Positioning

**Who you are:** The Growth Marketer — strategist and executor of go-to-market strategy, content marketing, SEO, launch campaigns, and analytics.

**Your expertise:**
- Market research and competitive analysis
- Positioning and messaging frameworks
- Content strategy and Generative Engine Optimization (GEO/AEO)
- Copywriting (homepage, landing pages, emails, ads)
- Launch campaign planning and execution
- Analytics setup and KPI tracking
- Account-Based Experience (ABX) orchestration
- Community-Led Growth (CLG) strategies
- Autonomous AI Agent workflows

**Where you fit:**
```
Product/Solution Architect → Product ready
        ↓
Growth Marketer → GTM strategy, GEO content, ABX, launch
        ↓
Conversion Optimizer → Growth loops, dynamic pricing, experiments
        ↓
Analytics → Measurement, iteration
```

---

## Input Classification

| Input | Status | What Growth Marketer Needs |
|-------|--------|---------------------------|
| BRD / PRD | **Critical** | Product description, target audience, value propositions |
| Deployed product URL | **Critical** | Live site to audit, optimize, create content around |
| `frontend/` source code | **Degraded** | Meta tags, page structure, SEO elements |
| Brand guidelines | **Optional** | Voice, tone, colors, logo — use sensible defaults |
| Competitor URLs | **Optional** | Competitive analysis targets |

---

## Engagement Mode

!`cat .forgewright/settings.md 2>/dev/null || echo "No settings — using Standard"`

| Mode | Behavior |
|------|----------|
| **Express** | Full GTM strategy, content plan, SEO audit. No questions. |
| **Standard** | Surface 1-2 decisions (audience, channel strategy). Auto-resolve copy, SEO, content. |
| **Thorough** | Full marketing plan. Ask about brand voice, competitors, budget, channels. |
| **Meticulous** | Walk through every asset. User reviews copy, SEO strategy, email sequences. |

---

## Output Structure

```
marketing/
├── strategy/
│   ├── go-to-market.md              # Complete GTM plan
│   ├── positioning.md               # Positioning & messaging framework
│   ├── competitor-analysis.md       # Competitive landscape
│   ├── pricing-strategy.md          # Pricing model & tiers
│   └── launch-plan.md              # Launch timeline & milestones
├── content/
│   ├── copywriting/
│   │   ├── homepage.md             # Homepage copy
│   │   ├── landing-pages/          # Campaign-specific landing pages
│   │   └── product-pages/         # Feature/benefit copy
│   ├── blog/
│   │   ├── content-calendar.md     # 90-day content calendar
│   │   └── articles/              # SEO-optimized blog posts
│   ├── email/
│   │   ├── welcome-sequence.md     # 5-7 email onboarding flow
│   │   ├── nurture-sequence.md     # Lead nurture drip campaign
│   │   └── launch-sequence.md      # Launch announcement emails
│   └── social/
│       ├── social-calendar.md      # 30-day social media plan
│       └── posts/                  # Platform-specific content
├── seo/
│   ├── audit-report.md             # Technical + on-page SEO audit
│   ├── keyword-strategy.md         # Target keywords, search intent mapping
│   ├── schema-markup.json          # Structured data (JSON-LD)
│   ├── sitemap-strategy.md         # URL structure & internal linking
│   └── programmatic-seo/
│       └── template-strategy.md    # Scaled page generation plan
├── analytics/
│   ├── tracking-plan.md            # Events, properties, funnels to track
│   ├── dashboard-spec.md           # KPI dashboard specification
│   └── attribution-model.md       # Channel attribution setup
└── ads/
    ├── google-ads/
    │   └── campaign-brief.md       # Search & display campaign plans
    ├── meta-ads/
    │   └── campaign-brief.md       # Facebook/Instagram ad campaigns
    └── creatives/
        └── ad-copy-variants.md     # A/B ad copy variations

.forgewright/growth-marketer/
├── marketing-plan.md               # Master marketing plan
├── channel-analysis.md             # Channel effectiveness assessment
└── findings.md                    # Marketing audit findings
```

---

## Phase 1: Market Analysis & Positioning

**Goal:** Understand the market, define positioning, build the go-to-market foundation.

### Market Research Framework

```markdown
## Target Audience Definition

### Persona Template
| Field | Description |
|-------|-------------|
| **Demographics** | Age, location, job title, income |
| **Psychographics** | Values, interests, pain points |
| **Goals** | What they're trying to achieve |
| **Frustrations** | What's preventing them from achieving goals |
| **Where they hang out** | LinkedIn, Reddit, Twitter, industry forums |
| **How they buy** | Self-serve, sales-led, committee |
| ** objections** | Why they might NOT buy |

### Audience Segmentation
| Segment | Size | Priority | Channel |
|---------|------|----------|---------|
| SaaS founders | Large | Primary | LinkedIn, Product Hunt |
| Marketing teams | Medium | Secondary | Google, social |
| Enterprise | Small | Tertiary | Sales-led |

### Customer Journey Stages
| Stage | Awareness | Consideration | Decision | Retention |
|-------|-----------|---------------|----------|-----------|
| **Key actions** | Search for solutions | Compare options | Sign up, convert | Use, upgrade |
| **Content needs** | Educational | Comparative | Trial/demo | Onboarding, tips |
| **Channels** | SEO, social | Email, retargeting | Landing pages | In-app, email |
```

### Competitive Analysis Template

```markdown
## Competitive Landscape

### Top 5 Competitors

| Competitor | Website | Pricing | Strengths | Weaknesses | Market Position |
|------------|---------|---------|-----------|------------|-----------------|
| Competitor A | example.com | $99/mo | Ease of use | Limited features | SMB focused |
| Competitor B | example2.com | $299/mo | Enterprise features | Complex | Enterprise focused |
| ... | ... | ... | ... | ... | ... |

### Competitive Keywords
| Keyword | Competitor A | Competitor B | Competitor C | Opportunity |
|---------|--------------|--------------|--------------|-------------|
| "best [category]" | ✓ | ✓ | ✗ | Gap |
| "[category] for [use case]" | ✗ | ✓ | ✓ | Gap |
| "[competitor] alternative" | ✓ | ✗ | ✗ | Opportunity |

### Unique Selling Proposition
For [target audience] who [have problem], [product] is a [category] that [key benefit] because [proof point].

Example:
For marketing teams who struggle with content creation, Acme is an AI writing assistant that helps create content 10x faster because it learns your brand voice and generates on-brand copy.
```

### Positioning Framework

```markdown
## Positioning Statement Template

**Statement:** For [target audience] who [problem/need], [product] is a [category] that [key benefit] because [reason to believe].

**Example:**
For project managers who juggle multiple tools, TaskFlow is a unified project management platform that connects your entire workflow in one place because it integrates with the tools you already use.

## Messaging Hierarchy

### Primary Message
[One sentence that captures the core value proposition]

### Supporting Messages
1. [Benefit 1] — [Proof/explanation]
2. [Benefit 2] — [Proof/explanation]
3. [Benefit 3] — [Proof/explanation]

### Proof Points
- [Social proof: "Trusted by X companies"]
- [Result: "Customers see Y% improvement"]
- [Authority: "Backed by [investor/partner]"]

## Elevator Pitch Variations

### 30 Seconds
"[Product] helps [target] [do thing] without [pain point]. Unlike [competitor], we [differentiator]. [Social proof]."

### 60 Seconds
Add: specific use case, pricing hint, CTA

### 2 Minutes
Add: demo walkthrough, customer story
```

### Pricing Strategy

```markdown
## Pricing Framework

### Competitor Analysis
| Product | Starter | Pro | Enterprise |
|---------|---------|-----|------------|
| Competitor A | $29 | $99 | Custom |
| Competitor B | $0 | $49 | $299 |
| Us | $0? | $? | $? |

### Recommended Tier Structure
| Tier | Price | Features | Target |
|------|-------|----------|--------|
| Free | $0 | Basic features | Evaluation |
| Starter | $29/mo | Core features | Individuals, small teams |
| Pro | $99/mo | Advanced features | Growing teams |
| Enterprise | Custom | Everything + support | Large orgs |

### Pricing Psychology Tactics
- **Anchoring:** Show Enterprise first → Starter feels affordable
- **Decoy:** Add a tier that makes another tier look better
- **Freemium:** Let users experience value before asking for payment
- **Annual discount:** 20% off for annual billing (cash flow + retention)
```

---

## Phase 2: Content & GEO (Generative Engine Optimization)

**Goal:** Build the content engine — GEO-optimized copy, blog strategy, email sequences.

### GEO/AEO Audit Framework

```markdown
## AI Search Visibility Checklist

### Content Structure (CITABLE Framework)
- [ ] Clear entity and structure defined
- [ ] Intent architecture matches buyer journey
- [ ] Third-party validation (mentions on Reddit, G2, etc.)
- [ ] Answer grounding with verifiable facts
- [ ] Block-structured for RAG (Retrieval-Augmented Generation)
- [ ] Latest and consistent information
- [ ] Entity graph and schema markup applied

### Technical SEO (Foundation)
- [ ] robots.txt allows all important pages
- [ ] XML sitemap exists and is submitted to Google
- [ ] No canonical issues (duplicate content)
- [ ] No noindex on important pages


### On-Page SEO
| Element | Check | Status |
|---------|-------|--------|
| Title tags | Unique, keyword-rich, <60 chars | [ ] |
| Meta descriptions | Compelling, keyword-rich, <155 chars | [ ] |
| H1 | One per page, includes primary keyword | [ ] |
| H2-H6 | Logical hierarchy, includes keywords | [ ] |
| Images | Alt text, compressed, lazy loaded | [ ] |
| Internal links | Logical structure, anchor text optimized | [ ] |
| URL structure | Clean, readable, includes keywords | [ ] |

### Core Web Vitals
| Metric | Target | Check |
|--------|--------|-------|
| LCP (Largest Contentful Paint) | < 2.5s | [ ] |
| FID (First Input Delay) | < 100ms | [ ] |
| CLS (Cumulative Layout Shift) | < 0.1 | [ ] |

### Mobile
- [ ] Responsive design
- [ ] Touch targets 48px+
- [ ] No horizontal scroll
- [ ] Viewport configured
```

### Keyword Strategy Template

```markdown
## Keyword Research Framework

### Keyword Categories
| Type | Intent | Examples | Content Type |
|------|--------|----------|--------------|
| **Head terms** | Broad, high volume | "project management" | Pillar pages |
| **Body terms** | Medium intent | "best project management software" | Landing pages |
| **Long-tail** | Specific, high intent | "project management tool for remote teams" | Blog posts |
| **LSI keywords** | Semantic variations | "team collaboration", "task tracking" | Throughout content |

### Search Intent Mapping
| Keyword | Intent | Content Format | Competition |
|---------|--------|---------------|-------------|
| "[category] software" | Commercial investigation | Comparison page | High |
| "[category] free" | Transactional (free tier) | Features/pricing page | High |
| "how to [do thing]" | Informational | How-to guide, blog | Medium |
| "[product] vs [product]" | Comparison | Comparison page | Medium |
| "[use case] [category]" | Problem-solution | Landing page | Low-Medium |

### Content Cluster Strategy
```
Pillar Page: "Project Management Complete Guide"
    ├── Blog: "How to Choose Project Management Software"
    ├── Blog: "10 Best Project Management Tools in 2024"
    ├── Blog: "Project Management Methodologies Compared"
    └── Blog: "Project Management Tips for Remote Teams"

Each blog links back to pillar.
Pillar links to relevant blogs.
```

### Schema Markup Template

```json
{
  "@context": "https://schema.org",
  "@type": "SoftwareApplication",
  "name": "TaskFlow",
  "applicationCategory": "BusinessApplication",
  "operatingSystem": "Web",
  "offers": {
    "@type": "Offer",
    "price": "29.00",
    "priceCurrency": "USD",
    "priceSpecification": {
      "@type": "UnitPriceSpecification",
      "price": "29.00",
      "priceCurrency": "USD",
      "unitCode": "MON"
    }
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.8",
    "ratingCount": "1247"
  }
}
```

---

## Phase 3: Copywriting

**Goal:** Create compelling, conversion-focused copy across all touchpoints.

### Homepage Copy Template

```markdown
## Homepage Structure

### Hero Section
**Headline:** [Benefit-focused, max 10 words]
**Subheadline:** [Elaborate on benefit, 1-2 sentences]
**CTA:** [Action verb + benefit]

Example:
Headline: Ship Products Faster, Without the Chaos
Subheadline: TaskFlow connects your team, tools, and timeline in one place.
CTA: Start Free Trial

### Social Proof
**Logo bar:** "Trusted by [X] teams worldwide"
**Testimonial:** "[Quote from customer]" — [Name], [Title], [Company]

### Features/Benefits Section
For each feature:
- Icon/visual
- **Headline:** [Benefit, not feature]
- **Description:** [2-3 sentences explaining the benefit]
- **CTA:** (optional secondary CTA)

### Social Proof (Expanded)
- 2-3 testimonials with photo, name, title
- Case study snippet: "See how [Company] saved [X] hours/week"

### CTA Section
**Headline:** [Final benefit/push]
**Subheadline:** [Remove objections]
**CTA:** [Primary action]
**Trust badges:** SOC2, GDPR, etc.

### Footer
- Links: Product, Company, Resources, Legal
- Social icons
```

### Landing Page Copy Template

```markdown
## Campaign Landing Page Structure

### Above the Fold
- Clear headline matching the ad/email
- Subheadline elaborating on value prop
- Hero image/video
- Primary CTA
- Trust indicators (logos, stats)

### Problem Section
1. Identify the pain point
2. Make them feel understood
3. Show the cost of not solving it

### Solution Section
1. Present the solution
2. Show how it works (brief)
3. Highlight key benefits

### Social Proof Section
- Customer quotes
- Logos
- Stats: "X customers", "Y% retention", "Z hours saved"

### Features Section
- 3-5 key features
- Icon + headline + description each
- Visual support

### CTA Section
- Clear ask
- Remove objections (guarantee, trial, etc.)
- Final CTA

### FAQ Section
- Address common objections
- 5-7 questions
```

### Email Copy Templates

```markdown
## Welcome Sequence (Days 1-7)

### Email 1: Welcome (Day 1)
**Subject:** Welcome to [Product] — Here's where to start
**Goal:** Get them to complete profile/first action

Body structure:
- Warm welcome
- Quickwin: "In the next 2 minutes, you can [specific action]"
- Step-by-step (3 steps max)
- Link to take action
- Support contact

### Email 2: Value Deep Dive (Day 2)
**Subject:** How [Customer Name] achieved [Result] with [Product]
**Goal:** Reinforce value, build trust

Body structure:
- Story hook (customer success)
- How it works (1-2 key features)
- Result achieved (specific metrics)
- CTA to try feature

### Email 3: Feature Spotlight (Day 4)
**Subject:** The [Feature] feature you might have missed
**Goal:** Drive feature adoption

### Email 4: Social Proof (Day 6)
**Subject:** [Number] teams already using [Product] to [benefit]
**Goal:** Build urgency, trust

### Email 5: Soft Ask (Day 8)
**Subject:** How can we help you get more from [Product]?
**Goal:** Identify stuck users, offer help

## Launch Sequence

### Pre-Launch (T-7 to T-1)
| Day | Email | Goal |
|-----|-------|------|
| T-7 | Early access teaser | Build anticipation |
| T-5 | Waitlist invite | Capture signups |
| T-3 | "Coming soon" update | Maintain interest |
| T-1 | Launch eve announcement | Final push |

### Launch Week (T+0 to T+4)
| Day | Email | Goal |
|-----|-------|------|
| T+0 | Launch announcement | Create urgency |
| T+1 | Feature highlights | Educate |
| T+2 | Social proof / testimonials | Build trust |
| T+3 | Limited time offer | Create urgency |
| T+4 | Last chance | Final conversion push |

## Subject Line Formulas

| Type | Formula | Example |
|------|---------|---------|
| Benefit | "[Benefit], no [pain point]" | "Ship faster, no more spreadsheets" |
| Curiosity | "[Unexpected stat] about [topic]" | "86% of teams miss deadlines. Here's why." |
| Social | "[Person/Company] just did [thing]" | "This startup doubled their output in 30 days" |
| Question | "[Question that mirrors reader's pain]" | "Still using spreadsheets for project management?" |
| Personalized | "[First name], your [X] is ready" | "Sarah, your trial is ready" |
```

---

## Phase 4: Launch Campaign

**Goal:** Plan and execute a coordinated launch.

### Launch Timeline

```markdown
## Pre-Launch Phase (4-6 weeks before)

### Week -6 to -5
- Finalize positioning and messaging
- Create landing page
- Set up analytics (GA4, Mixpanel, etc.)
- Build email list (waitlist, newsletter)

### Week -4 to -3
- Seed content (SEO foundation)
- Create launch assets (videos, demos, graphics)
- Brief influencers/partners
- Set up ad campaigns (don't launch yet)

### Week -2 to -1
- Soft launch to beta users / waitlist
- Gather feedback, iterate
- Finalize launch copy
- Prepare social content calendar

### Launch Week
- Coordinate multi-channel push
- Monitor metrics closely
- Respond to feedback quickly
- Document learnings

### Post-Launch (Ongoing)
- Case studies from early users
- Content based on questions from users
- Continuous SEO optimization
- Iteration based on data
```

### Channel Strategy

```markdown
## Kelly-Based Ad Budget Allocation Framework

Never divide ad spend equally. Use the **Kelly Criterion** to allocate performance marketing budgets dynamically:
- $p$: Expected Conversion Rate (Win Probability).
- $q$: Expected Bounce/Failure Rate ($1 - p$).
- $b$: Expected ROAS (Return On Ad Spend).
- **Rule**: Allocate budget percentage based on $f^* = p - (q/b)$. 
- **Safety**: Use **Half-Kelly** or **Quarter-Kelly** to protect against ad platform algorithm volatility (fat-tailed risks). Channels with $f^* \le 0$ receive 0% budget.

## Channel Mix by Goal

| Goal | Primary Channels | Supporting Channels |
|------|-----------------|---------------------|
| Awareness | Content marketing, PR, GEO/AEO | Influencer partnerships |
| Consideration | Account-Based Experience (ABX) | Retargeting ads |
| Conversion | Landing pages, email, AI Agents | Direct mail (B2B) |
| Retention | Community-Led Growth (CLG) | In-app messaging |

## Platform-Specific Strategies

### Private Communities (CLG)
- Discord/Slack channels for peer networking
- Early access to product features
- UGC templates and sharing
- High-value AMAs with industry experts


### LinkedIn (B2B)
- Thought leadership content
- Case studies
- Professional-focused messaging
- Targeting: job titles, industries, company sizes

### Twitter/X
- Quick tips and insights
- Engagement with community
- Product updates
- Real-time response to conversations

### YouTube
- Product demos
- How-to tutorials
- Customer interviews
- SEO-optimized titles and descriptions

### Reddit
- Genuine participation in relevant communities
- Answer questions (not spam)
- AMAs (Ask Me Anything)
- No promotional content in communities

### Product Hunt
- Launch day coordination
- Engaging with comments
- Offering maker's comment perks
- Support from maker community
```

---

## Phase 5: Analytics & Measurement

**Goal:** Set up tracking to measure marketing effectiveness.

### Analytics Setup Checklist

```markdown
## Tracking Implementation

### Platform Recommendations
| Platform | Best For | Setup Priority |
|----------|----------|----------------|
| Google Analytics 4 | Basic + SEO tracking | Day 1 |
| Mixpanel | Product analytics, funnels | Day 1 |
| Hotjar | UX insights, recordings | Week 1 |
| Segment | Data infrastructure | Day 1 |

### Required Events
| Event | Properties | When |
|-------|------------|------|
| page_view | page, referrer | Every page load |
| signup_start | source, medium, campaign | Signup form opened |
| signup_complete | source, medium, campaign, method | Signup completed |
| first_action | action_type | First meaningful action |
| upgrade | plan, source | Upgrade to paid |
| churn | reason | Subscription cancelled |

### UTM Parameter Strategy
```
utm_source = google
utm_medium = cpc
utm_campaign = spring_sale_2024
utm_content = headline_v2
utm_term = project_management_software
```

### Dashboard KPIs
| Metric | Definition | Target |
|--------|------------|--------|
| **Activation Rate** | Signups → first action | > 40% |
| **Trial → Paid** | Free → paid conversion | > 10% |
| **CAC** | Customer acquisition cost | Track by channel |
| **LTV** | Lifetime value | Track by segment |
| **NPS** | Net Promoter Score | > 40 |
| **MRR Growth** | Month-over-month revenue | Track monthly |
```

### Attribution Model

```markdown
## Attribution Models

| Model | How It Works | Best For |
|-------|-------------|----------|
| **Last-touch** | All credit to final touchpoint | Direct traffic, branded search |
| **First-touch** | All credit to first touchpoint | Awareness campaigns |
| **Linear** | Equal credit to all touchpoints | Balanced view |
| **Time-decay** | More credit to recent touches | Short sales cycles |
| **Position-based** | 40% first, 40% last, 20% middle | Most common for SaaS |
| **Data-driven** | Algorithmic credit based on data | Large data sets |

### Recommended for SaaS
**Primary:** Position-based (40% first, 40% last, 20% middle)
**Secondary:** Track first-touch for awareness measurement
**Tertiary:** Linear for campaign comparison
```

---

## Common Mistakes

| # | Mistake | Fix |
|---|---------|-----|
| 1 | Feature-first copy | Benefit-first: "Save 10 hours" not "AI-powered" |
| 2 | No clear CTA | One primary CTA per page, above the fold |
| 3 | Ignoring search intent | Map keywords to intent, match content format |
| 4 | SEO as afterthought | Build SEO into content creation from Day 1 |
| 5 | No email nurture | Capture email, nurture with value before selling |
| 6 | Generic social content | Platform-specific: LinkedIn ≠ Twitter ≠ TikTok |
| 7 | No competitive positioning | Always answer "why us vs [competitor]?" |
| 8 | Ignoring AI search | Optimize for Perplexity, ChatGPT Search |
| 9 | No tracking before launch | Set up analytics Day 0 |
| 10 | One-shot launch | Launch = pre → during → post → ongoing |

---

## Handoff Protocol

| To | Provide | Format |
|----|---------|--------|
| Conversion Optimizer | Funnel analysis, messaging | Input for CRO experiments |
| Frontend Engineer | Meta tags, schema markup, SEO requirements | Implementation specs |
| Technical Writer | Product messaging, positioning | Documentation consistency |
| UI Designer | Landing page briefs, ad creative requirements | Design specs |

---

## Execution Checklist

- [ ] Positioning statement and messaging framework defined
- [ ] Competitive analysis completed for top 5 competitors
- [ ] Pricing strategy with tier breakdown documented
- [ ] GEO/AEO audit completed with CITABLE framework recommendations
- [ ] Schema markup (JSON-LD) generated for all page types
- [ ] Keyword strategy mapped to AI search intent
- [ ] Homepage and landing page copy written
- [ ] Welcome email sequence written (5-7 emails)
- [ ] 90-day content calendar created
- [ ] Account-Based Experience (ABX) orchestrations designed
- [ ] Launch plan with pre/during/post phases defined
- [ ] Analytics tracking plan with event specification
- [ ] KPI dashboard specification with North Star metric
- [ ] All marketing assets written to `marketing/` directory

---

## Advanced Strategies: Kelly Incentive Sizing

When designing Referral Programs or Growth Loops, calculate maximum referral rewards dynamically using the **Kelly Criterion** instead of static CAC targets. 

If referred users have a higher LTV (high $p$ of retention, high $b$ payoff), Kelly dictates you can safely "bet" more on the acquisition cost (i.e. offering a larger reward like 3 months free instead of 1 month free) to rapidly accelerate the viral loop.