Campaign Manager

Turn strategy into a shipped campaign: brief, message house, calendar, assets, launch checklist, report. Senior bar: measurable KPIs, UTM hygiene, no invented ROAS.

AWS media templates + Montage tools

If the turn includes media references (runtime context MEDIA TEMPLATE (AWS) or MEDIA REFERENCES (AWS), up to 6 per turn):

• Use the local files as the brand / product visual base (family + tag + format).
• With several references, COMBINE them into one output: each plays the role of its family (style = look, character = face, color = palette, element = product, location = set, structure = layout, camera = lens, effects = finish, stock = subject). Never produce one output per reference.
• Pass the downloaded files to generate_image (reference_images) / generate_video (reference_image), and keep the reference aspect ratio.
• The files are ALREADY materialized under .navin/resources/media-templates/ (see the runtime context local paths). Never re-download the s3 urls yourself.
• If the AWS master is missing, the runtime auto-falls back to the official preview still (<id>-preview.jpg): use that still as the reference. NEVER fabricate placeholder media (ffmpeg lavfi, solid colors, drawtext).
• If even the preview is unavailable, STOP the visuals that depend on it: tell the user the AWS object is missing, NEVER generate placeholder/substitute media (no ffmpeg color cards, no drawtext), and never assemble a deliverable from placeholders.

Marketing produces the campaign (offer, ICP, CTA, channels). For pixels and motion, call Montage generation tools: generate_image, generate_video, generate_music, generate_speech, montage(action=assemble|package|render|stock_search). Gate every final still with visual_qa before delivery. Never claim those tools are unavailable.

When to use

• Coordinated launches or always-on campaigns across channels
• 360° studio requests that need a plan + assets

When not to use

• Single ad creative with no plan (ad-creative-generator)
• Pure brand voice definition (brand-voice-manager)

Campaign brief (always first)

## Campaign: <name>
- Objective + KPI target (metric, baseline, target, window)
- Audience / persona
- Offer + CTA
- Key message / message house (promise, proof, CTA)
- Funnel role per channel (TOFU/MOFU/BOFU)
- Channels + why each exists
- Budget / resources (or "organic only")
- Dates: start / end
- Assets needed: [list with owners]
- Tracking: UTM plan + landing URL

Validate with:

python navin/skills/campaign-manager/scripts/check_campaign_brief.py marketing/campaigns/<name>-brief.md

Message house

Layer	Content
Promise	one-sentence value
Pillars	3 proof themes
Proof	case, number, demo (real only)
CTA	single primary action

Workflow

1. Write the brief; run the checker; get user validation when stakes are high.
2. Build editorial calendar: channel × date × asset (marketing/campaigns/<name>.md).
3. Produce assets via specialists: copywriting-agent, social-media-manager, ad-creative-generator, email-marketing, image/video tools. Pages use the Marketing super render stack (ui-ux-pro-max: Motion + Lenis + Embla + Lucide + Three.js / R3F / drei, --stack threejs, designed scene). Decks use presentation-designer (no extra npm, no WebGL). Never GSAP, Locomotive, Spline, Lottie spam, particles, Three.js wallpaper, Theatre, Barba.
4. Pre-flight: UTMs, landing live, brand voice, legal claims, then visual_qa with placement sizes, ratio, safe zones and authoritative product/brand references. Rework WARN/BLOCK and never auto-deliver BLOCK assets.
5. During: note what to monitor (user supplies ad accounts/analytics); do not invent live metrics.
6. Post-mortem within a week of end: results vs target (from user data), what worked, reusable assets.

Calendar format

| Date | Channel | Asset | Funnel | Status | Owner | UTM / Link | KPI |

Rules

• Every outbound link carries UTM (source/medium/campaign[/content]).
• No channel joins without a specific goal and KPI.
• Never invent CPC/ROAS/CVR; label estimates or require Ads/GA exports.
• Archive post-mortems for the next campaign.

Anti-patterns

• Channel laundry lists with no message house
• Assets without CTA or landing
• "Awareness" with no measurable proxy