Strategy5 pages · 12 min read
The 2026 Paid Media Operating Manual
The 30-minute Monday meeting agenda, the budget allocation framework, the creative cadence — the full weekly operating loop for a five-platform paid-media team.
Tactics5 pages · 10 min read
The Q4 Retail Holiday Playbook
90/60/30-day countdown checklist, Black Friday creative cadence, budget pacing model, and the BFCM week tactical pack — everything to run holiday paid media without burning out.
Reference5 pages · 8 min read
The Creative Brief Pack
Five platform-specific brief templates (Meta, TikTok, Google, Snap, X) plus the five hook formulas that actually convert in 2026. Copy-paste into your team's workflow.
Math6 pages · 14 min read
The Marketing Math Workbook
Fillable worksheets for ROAS, CAC, LTV, payback, MER, and contribution margin. Each formula with the healthy-zone benchmarks alongside, so you know whether your numbers are good.
Strategy5 pages · 12 min read
The Attribution Decision Framework
The four-layer attribution stack (platform / server-side / MTA / incrementality) explained, plus a decision tree for which layer to use when. End the last-click vs MTA debate.
Tactics5 pages · 10 min read
The Creative Fatigue Field Manual
How to diagnose, predict, and replace fatiguing creatives 7-14 days before ROAS drops. The four metrics that signal fatigue, the decay curve, and the refresh cadence.
Strategy6 pages · 13 min read
The B2B SaaS Marketing Playbook
PLG vs sales-led decision tree, channel mix per growth stage, B2B unit-economics benchmarks, and how to attribute long sales cycles when last-click is broken.
Math4 pages · 9 min read
The Cross-Platform Budget Allocator Worksheet
Allocate budget across Meta, Google, TikTok, Snap, and X using marginal ROAS — not platform-reported average. Step-by-step exercise with worked numbers.