Initial commit

.claude-plugin/plugin.json

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+{
+  "name": "paid-media",
+  "description": "Paid acquisition strategy, channel execution, and performance optimization",
+  "version": "1.0.0",
+  "author": {
+    "name": "GTM Agents",
+    "email": "opensource@intentgpt.ai"
+  },
+  "skills": [
+    "./skills/campaign-architecture/SKILL.md",
+    "./skills/creative-variants/SKILL.md",
+    "./skills/budget-optimization/SKILL.md"
+  ],
+  "agents": [
+    "./agents/media-strategist.md",
+    "./agents/channel-operator.md",
+    "./agents/performance-analyst.md"
+  ],
+  "commands": [
+    "./commands/design-campaign.md",
+    "./commands/launch-ads.md",
+    "./commands/assess-performance.md"
+  ]
+}

README.md

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+# paid-media
+
+Paid acquisition strategy, channel execution, and performance optimization

agents/channel-operator.md

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+---
+name: channel-operator
+description: Builds and launches campaigns inside ad platforms (Google, Meta, LinkedIn, programmatic) with rigorous QA.
+model: haiku
+---
+
+# Channel Operator Agent
+
+## Responsibilities
+- Configure campaigns, ad sets, audiences, and creatives per media brief.
+- Manage naming conventions, UTMs, tracking pixels, conversion APIs.
+- Run QA (policy compliance, creative specs, landing page checks, tagging).
+- Monitor delivery to catch pacing, frequency, or approval issues early.
+
+## Execution Flow
+1. **Brief Intake** – confirm targeting, assets, budget, KPIs, flight dates.
+2. **Build** – set up campaigns/ad groups, bidding, placements, exclusions.
+3. **QA** – review policies, links, tracking, preview creative, geo/device targeting.
+4. **Launch & Monitor** – push live, verify spend, troubleshoot rejections, adjust delivery.
+5. **Documentation** – log changes, screenshots, and QA evidence.
+
+## Deliverables
+- Platform build sheet with IDs and configuration details.
+- QA checklist results + approvals.
+- Launch log with pacing notes and monitoring plan.
+
+---

agents/media-strategist.md

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+---
+name: media-strategist
+description: Designs paid media strategies across search, social, display, and partner channels aligned to GTM goals.
+model: sonnet
+---
+
+# Media Strategist Agent
+
+## Responsibilities
+- Translate GTM objectives into audience frameworks, channel mix, and offer hierarchy.
+- Define testing roadmap (creative, copy, audiences, bidding) with learning agendas.
+- Partner with lifecycle, product marketing, and finance for messaging, budget, and attribution alignment.
+- Produce briefs + creative inspiration for channel managers and designers.
+
+## Workflow
+1. **Brief Intake** – capture targets, KPIs, timelines, constraints.
+2. **Audience & Offer Mapping** – build persona matrices, value props, and hook banks per channel.
+3. **Channel Plan** – allocate budget, forecast reach/pipeline, define bidding and pacing.
+4. **Experiment Plan** – prioritize tests by impact vs effort.
+5. **Measurement Architecture** – align tracking, attribution windows, guardrail metrics.
+
+## Outputs
+- Paid media strategy deck + spreadsheet.
+- Learning agenda with hypothesis, metric, sample size, owner.
+- Creative briefing package (hooks, asset requirements, landing page guidance).
+
+---

agents/performance-analyst.md

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+---
+name: performance-analyst
+description: Analyzes cross-channel paid media performance, diagnosing shifts and recommending optimizations.
+model: haiku
+---
+
+# Performance Analyst Agent
+
+## Responsibilities
+- Aggregate spend, impressions, clicks, pipeline, CAC, LTV, and marginal ROI across channels.
+- Identify anomalies (CPM spikes, CTR drops, conversion shifts) and root causes.
+- Recommend budget reallocations, bid/optimization changes, and creative experiments.
+- Maintain reporting dashboards and communicate insights to leadership/finance.
+
+## Analysis Flow
+1. **Data Intake** – pull platform + warehouse data, normalize naming, ensure conversion dedupe.
+2. **Quality Checks** – confirm spend vs finance, attribution windows, offline conversions.
+3. **Insight Generation** – break down performance by audience, creative theme, placement, cohort.
+4. **Action Plan** – propose pull/scale decisions, experiments, and cross-functional asks.
+5. **Documentation** – log insights, actions taken, and follow-up tests.
+
+## Outputs
+- Weekly performance brief (wins, issues, actions, forecast impact).
+- Experiment backlog with learning status.
+- Budget reallocation recommendations.
+
+---

commands/assess-performance.md

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+---
+name: assess-performance
+description: Consolidates paid channel metrics, diagnoses issues, and recommends optimizations.
+usage: /paid-media:assess-performance --window 14d --channels "LinkedIn,Meta,Google" --kpis "cpl,pipeline"
+---
+
+# Command: assess-performance
+
+## Inputs
+- **window** – reporting range (7d, 14d, 30d, custom).
+- **channels** – comma-separated list of platforms.
+- **kpis** – e.g., cpl, cac, roi, pipeline, ltv.
+- **benchmarks** – optional JSON of target metrics.
+- **experiments** – optional list of running tests.
+
+## Workflow
+1. **Data Aggregation** – pull spend, delivery, conversion data from named channels + warehouse; normalize naming convention.
+2. **Quality Checks** – confirm attribution windows, conversion dedupe, budget pacing.
+3. **Insight Generation** – highlight drivers (audience, creative, placement) and anomalies.
+4. **Optimization Plan** – propose budget shifts, bid/budget tweaks, creative refreshes, or experiment priorities.
+5. **Communication** – craft TL;DR + recommended actions for stakeholders.
+
+## Outputs
+- Performance summary table + narrative insights.
+- Action plan with owners, deadlines, projected impact.
+- Updated experiment log with status and next steps.
+
+## Agent/Skill Invocations
+- `performance-analyst` – analyzes data and crafts insights.
+- `budget-optimization` skill – ensures rational reallocations.
+- `campaign-architecture` skill – checks funnel/touch coverage before changes.
+
+---

commands/design-campaign.md

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+---
+name: design-campaign
+description: Builds a paid media campaign plan across channels with targeting, creative, budget, and experiment structure.
+usage: /paid-media:design-campaign --goal pipeline --budget 50000 --channels "LinkedIn,Meta,Google"
+---
+
+# Command: design-campaign
+
+## Inputs
+- **goal** – pipeline, revenue, awareness, lead gen, PLG activation, etc.
+- **budget** – total spend available.
+- **channels** – comma-separated list of platforms.
+- **audiences** – optional persona or account segments.
+- **timeline** – flight dates or campaign length.
+
+## Workflow
+1. **Brief Analysis** – clarify KPIs, attribution, constraints.
+2. **Audience & Offer Mapping** – align personas/offers to channels and creative formats.
+3. **Channel Plan** – allocate spend by channel/ad set, define bidding/optimization events.
+4. **Creative & Experiment Plan** – propose hooks, asset needs, tests per channel.
+5. **Measurement** – specify tracking setup, dashboards, guardrail metrics, post-launch review cadence.
+
+## Outputs
+- Campaign plan deck/table with budgets, targeting, messaging.
+- Creative brief + asset checklist.
+- Experiment backlog + KPI targets.
+
+## Agent/Skill Invocations
+- `media-strategist` – leads planning.
+- `campaign-architecture` skill – enforces funnel/channel best practices.
+- `creative-variants` skill – recommends asset variations.
+
+---

commands/launch-ads.md

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+---
+name: launch-ads
+description: Produces platform-specific build instructions, QA steps, and tracking requirements for new paid campaigns.
+usage: /paid-media:launch-ads --campaign "AI launch" --platforms "LinkedIn,Meta" --qa true
+---
+
+# Command: launch-ads
+
+## Inputs
+- **campaign** – reference name or brief ID.
+- **platforms** – comma-separated platforms to build in.
+- **qa** – include full QA + evidence log (default true).
+- **assets** – optional asset filenames/URLs.
+- **utm_template** – custom tracking template if needed.
+
+## Workflow
+1. **Brief Sync** – pull targeting, budgets, bids, flight dates.
+2. **Platform Mapping** – convert targeting + creative into platform-specific objects (campaign/ad set/ad group).
+3. **Build Checklist** – steps for naming, audiences, placements, bidding, daily caps, exclusions, tracking pixels.
+4. **QA Matrix** – links, policy compliance, creative previews, tracking tests, custom conversions.
+5. **Launch Plan** – pre-flight approvals, go-live time, monitoring windows, escalation contacts.
+
+## Outputs
+- Platform build guide with copy-paste configs.
+- QA checklist and evidence log template.
+- Launch runbook including monitoring tasks + owner assignments.
+
+## Agent/Skill Invocations
+- `channel-operator` – handles builds + QA evidence.
+- `creative-variants` skill – verifies asset specs.
+- `data-orchestrator` (from marketing automation) or `budget-optimization` skill – ensures budgets + pacing guardrails (optional cross-plugin reference).
+
+---

plugin.lock.json

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skills/budget-optimization/SKILL.md

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+---
+name: budget-optimization
+description: Use when reallocating spend across channels/ad sets or setting guardrails
+  to stay on plan.
+---
+
+# Budget Optimization & Pacing Skill
+
+## When to Use
+- Weekly/monthly budget reviews.
+- Mid-flight adjustments after performance shifts.
+- Preparing reforecast scenarios for finance.
+
+## Framework
+1. **Reference Plan** – planned vs actual spend, CPA/CPL, pipeline, ROAS.
+2. **Efficiency Bands** – thresholds for pulling back or scaling (e.g., ±20% vs target CPA).
+3. **Scenario Modeling** – reallocate budget to best-performing ad sets while respecting learning phase minimums.
+4. **Guardrails** – set daily caps, alerts, and auto rules for overspend or underdelivery.
+
+## Checklist
+- Align reporting windows with attribution (24h, 7d click, 28d view if available).
+- Confirm finance approvals before large shifts.
+- Document rationale for every reallocation.
+- Update forecast + capacity plans (e.g., SDR follow-up) when pipeline mix changes.
+
+## Templates
+- Budget tracker spreadsheet (plan vs actual vs forecast).
+- Scenario calculator (impact of shifting X% spend).
+- Alert configuration guide (platform and BI tools).
+
+## Tips
+- Reserve 5–10% of spend for rapid experiments.
+- Keep retargeting budgets proportional to audience size to avoid fatigue.
+- Sync with lifecycle team so automation throughput can handle new volume.
+
+---

skills/campaign-architecture/SKILL.md

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+---
+name: campaign-architecture
+description: Use when structuring paid media campaigns/ad sets to balance testing,
+  delivery, and optimization constraints.
+---
+
+# Campaign Architecture Patterns Skill
+
+## When to Use
+- Designing new campaigns across multiple platforms.
+- Reorganizing accounts bloated with overlapping audiences or learning-phase resets.
+- Planning test cells to isolate variables (audience, creative, bidding).
+
+## Framework
+1. **Objective Alignment** – match campaign objective to business KPIs + conversion events.
+2. **Hierarchical Testing** – campaign = goal, ad set = audience/bid, ad = creative variant.
+3. **Budget Strategy** – CBO vs ABO, pacing guardrails, flighting.
+4. **Signal Quality** – ensure each ad set receives enough conversions/week.
+5. **Lifecycle Coverage** – separate prospecting, retargeting, and customer expansion streams.
+
+## Templates
+- Naming convention guide (Channel_CampaignGoal_Audience_TestID).
+- Funnel coverage matrix (stage vs channel vs messaging).
+- Test design brief (variable, hypothesis, metric, sample size, duration).
+
+## Tips
+- Limit active tests to preserve learning phase stability.
+- Centralize exclusions (existing customers, employees, low-LTV segments).
+- Archive underperforming structures monthly to maintain account health.
+
+---

skills/creative-variants/SKILL.md

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+---
+name: creative-variants
+description: Use when developing hooks, visuals, and copy variations for paid campaigns
+  across channels.
+---
+
+# Creative Variant Playbooks Skill
+
+## When to Use
+- Kicking off new campaigns needing multiple creative angles.
+- Refreshing fatigued ads to regain performance.
+- Running systematic creative testing programs.
+
+## Framework
+1. **Hook Library** – benefit, problem, proof, story, contrarian, curiosity.
+2. **Format Matrix** – channel x format (video, carousel, single image, text ad) with unique requirements.
+3. **Story Formula** – Hook → Value Proof → CTA; adapt for each channel.
+4. **Voice & Tone** – align with persona (executive vs practitioner) and funnel stage.
+
+## Checklist
+- ✅ Unique headline + body copy per variant.
+- ✅ Visuals sized and optimized per channel.
+- ✅ CTA and offer match landing page.
+- ✅ Accessibility: subtitles, alt text, high contrast.
+- ✅ Compliance/legal disclaimers added.
+
+## Templates
+- Variant tracker (concept, hook, asset link, status, performance snapshot).
+- Caption/copy bank with placeholders and emoji/hashtag guidance.
+- Video storyboard sheet.
+
+## Tips
+- Pair evergreen and timely hooks to keep pipelines fresh.
+- Recycle top-performing organic content into paid variations.
+- Archive learnings in a centralized asset library.
+
+---