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The six jobs of a marketing director

The same six subjects come back on every engagement, because they are the ones that move revenue. One article per job, written from the work and not from the theory.

• Opening a market: find the problem before building the offerMost offers that do not sell are not bad offers. They answer a problem the market was not trying to solve.
• Meta ads: the numbers that decide, and the ones that reassureAn ad account reports thirty columns. Three of them decide whether you make money. The rest exist to make you feel better when you do not.
• What is a sales funnel, and why yours leaksA sales funnel is not a set of pages. It is a set of decisions the visitor takes one after the other, and every page has one job: making the next decision obvious.
• The product launch timeline, week by weekA launch is decided long before the cart opens. The decisions you postpone always cost more than the ones you settle early.
• Monetizing an audience without burning itA community that watches and a base that buys are two different things. The crossing can be made, but if you get it wrong you only get to make it once.
• In what order to hire your marketing teamA badly sequenced team costs more than an incomplete one. The first hire decides what every following hire is worth.