Position: Your Extended Chief Marketing Organization
Most brands treat marketing as a collection of disconnected tactics. We operate as your Chief Marketing Organization, managing the entire marketing ecosystem from brand foundation through retention and scale.
This framework shows exactly how a brand evolves with Digital Position, the problems we solve at each stage, and the specific deliverables that drive growth.
Every brand we work with moves through these interconnected pillars. Each builds on the previous, creating a compound growth effect:
| Growth Stage | Core Problem | Our Solution | Deliverables | Timeline |
|---|---|---|---|---|
| Stage 1: Foundation | ||||
| Getting the fundamentals right | • No clear brand positioning | |||
| • Inconsistent messaging | ||||
| • Can't measure true marketing performance | ||||
| • Website doesn't convert | Brand Foundation & Tracking Infrastructure | |||
| Establish who you are, what you stand for, and build measurement systems to optimize everything that follows. | Brand Foundation: | |||
| • Brand positioning & narrative | ||||
| • Buyer personas & messaging pillars | ||||
| • Brand guidelines & visual identity | ||||
| • Competitor analysis | ||||
| • Content angles & storylines | ||||
| Tracking & Attribution: | ||||
| • GA4 setup & optimization | ||||
| • Server-side tracking (CAPI) | ||||
| • GTM configuration | ||||
| • Conversion event structure | ||||
| • MER & NCAC dashboards | ||||
| • HubSpot integration (if applicable) | ||||
| Website Foundation: | ||||
| • Homepage messaging implementation | ||||
| • Brand story integration | ||||
| • Navigation & site structure audit | ||||
| • Page speed optimization | ||||
| • Mobile experience optimization | Weeks 1-4 | |||
| Stage 2: Conversion Infrastructure | ||||
| Optimizing for revenue | • Traffic doesn't convert | |||
| • Product pages don't sell | ||||
| • No clear customer journey | ||||
| • Site experience is generic | Website & CRO Optimization | |||
| Implement brand narrative across all digital touchpoints with conversion best practices. | Homepage: | |||
| • Hero messaging aligned with brand | ||||
| • Value proposition frameworks | ||||
| • Social proof & trust signals | ||||
| • SEO optimization | ||||
| Product Detail Pages (PDPs): | ||||
| • Product storytelling that converts | ||||
| • Feature/benefit frameworks | ||||
| • Review integration & social proof | ||||
| • Urgency & CTA optimization | ||||
| • Technical SEO implementation | ||||
| Collection Pages: | ||||
| • Category narratives | ||||
| • Filtering & navigation optimization | ||||
| • SEO architecture | ||||
| • Cross-sell frameworks | ||||
| CRO Testing: | ||||
| • A/B testing roadmap | ||||
| • Heatmap analysis | ||||
| • User session recording analysis | ||||
| • Conversion funnel optimization | Weeks 3-8 | |||
| (Overlaps with Foundation) | ||||
| Stage 3: Creative System | ||||
| Building your content engine | • Stale creative assets | |||
| • Declining ad performance | ||||
| • No systematic production | ||||
| • Random testing, no framework | Creative Production Engine | |||
| Systematic asset production across three strategic tiers: Awareness, Consideration, Conversion. | Creative Strategy: | |||
| • Three-tier funnel framework | ||||
| • Monthly creative calendar | ||||
| • Micro-creator network sourcing | ||||
| • Performance testing framework | ||||
| Monthly Production (30-50 assets): | ||||
| Top of Funnel (Brand & Awareness): | ||||
| • Brand storytelling videos | ||||
| • Founder/origin stories | ||||
| • Lifestyle content | ||||
| • Customer testimonials | ||||
| • "Why we exist" content | ||||
| Middle of Funnel (Product & Differentiation): | ||||
| • Product demos & features | ||||
| • Comparison content ("Why us vs. them") | ||||
| • Unique differentiators | ||||
| • Social proof & UGC | ||||
| • Problem/solution content | ||||
| Bottom of Funnel (Conversion): | ||||
| • Direct response ads | ||||
| • Promotional creative | ||||
| • Cart abandonment assets | ||||
| • Remarketing variations | ||||
| • Urgency & CTA-focused content | ||||
| Testing Protocol: | ||||
| • Launch at $20-30/day | ||||
| • Kill bottom 50% | ||||
| • Scale top performers | ||||
| • Create variations of winners | Week 5 → Ongoing | |||
| Stage 4: Paid Acquisition | ||||
| Scaling profitable growth | • Over-dependent on one channel | |||
| • Poor campaign structure | ||||
| • No testing framework | ||||
| • Reactive budget decisions | ||||
| • Platform ROAS focus vs. true profitability | Media Buying & Channel Expansion | |||
| Multi-channel paid strategy optimized to MER and contribution margin. | Channel Setup & Optimization: | |||
| • Meta (Facebook/Instagram) | ||||
| • Google (Search, Shopping, Display, YouTube) | ||||
| • TikTok | ||||
| • Reddit/Quora (high-intent) | ||||
| • LinkedIn (B2B if applicable) | ||||
| Campaign Architecture: | ||||
| • Prospecting campaigns (TOF creative) | ||||
| • Consideration campaigns (MOF creative) | ||||
| • Retargeting & remarketing (BOF creative) | ||||
| • Shopping/catalog campaigns | ||||
| • Brand campaigns | ||||
| Optimization Framework: | ||||
| • Audience segmentation strategy | ||||
| • Bidding strategy by funnel stage | ||||
| • Budget allocation by performance | ||||
| • Attribution modeling | ||||
| • Incrementality testing | ||||
| Performance Reporting: | ||||
| • MER (Marketing Efficiency Ratio) | ||||
| • New vs. existing customer CAC | ||||
| • Channel-specific contribution margin | ||||
| • LTV:CAC ratios | ||||
| • Daily performance monitoring | ||||
| • Weekly strategy reviews | Week 6 → Ongoing | |||
| Stage 5: Organic Growth | ||||
| Building sustainable traffic | • Flat or declining organic traffic | |||
| • No content strategy | ||||
| • Weak domain authority | ||||
| • Not ranking for key terms | ||||
| • No voice/AI search strategy | Search Everywhere Optimization | |||
| SEO, content marketing, and authority building for long-term sustainable growth. | SEO Foundation: | |||
| • Technical SEO audit & fixes | ||||
| • Site architecture optimization | ||||
| • Schema markup implementation | ||||
| • Mobile & Core Web Vitals optimization | ||||
| Content Strategy: | ||||
| • Keyword research & mapping | ||||
| • Editorial calendar (2+ articles/week) | ||||
| • Topic cluster development | ||||
| • Content aligned with brand narrative | ||||
| • Social listening & voice-of-customer research | ||||
| Authority Building: | ||||
| • Link building strategy | ||||
| • Digital PR outreach | ||||
| • Guest post placements | ||||
| • Thought leadership content | ||||
| • Industry partnerships | ||||
| AI & Voice Search: | ||||
| • AI Overview optimization (AEO) | ||||
| • Generative Engine Optimization (GEO) | ||||
| • Featured snippet targeting | ||||
| • FAQ schema implementation | ||||
| Distribution: | ||||
| • Cross-channel content syndication | ||||
| • Social media distribution | ||||
| • Email/newsletter integration | ||||
| • Community building | Week 8 → Ongoing | |||
| Stage 6: Channel Expansion | ||||
| Maximizing product visibility | • Limited to core channels | |||
| • Poor product feed quality | ||||
| • Not on Amazon (but competitors are) | ||||
| • Missing marketplace opportunities | ||||
| • Generic product data | Shopping Channels & Feed Optimization | |||
| Multi-channel product distribution with optimized catalog structure. | Product Feed Optimization: | |||
| • Feed structure & taxonomy | ||||
| • Product title optimization | ||||
| • Enhanced descriptions | ||||
| • Image quality & variants | ||||
| • Category mapping | ||||
| • Custom labels & segmentation | ||||
| Channel Coverage: | ||||
| • Google Shopping (PMAX, Standard Shopping) | ||||
| • Meta Catalog (Dynamic Product Ads) | ||||
| • Pinterest Shopping | ||||
| • TikTok Shop | ||||
| • Snapchat Dynamic Ads | ||||
| Amazon & Marketplaces: | ||||
| • Amazon setup (if applicable) | ||||
| • Brand Registry | ||||
| • Storefront creation | ||||
| • A+ Content for PDPs | ||||
| • Sponsored Products/Brands | ||||
| • DSP campaigns | ||||
| Campaign Structure: | ||||
| • Shopping campaign segmentation | ||||
| • Intent-based bidding | ||||
| • Seasonal/promotional structure | ||||
| • Product-specific creative assets | ||||
| Feed Maintenance: | ||||
| • Weekly feed updates | ||||
| • Performance-based optimization | ||||
| • Out-of-stock management | ||||
| • New product launch process | Week 10 → Ongoing | |||
| Stage 7: Retention & Lifecycle | ||||
| Maximizing customer LTV | • One-time purchasers | |||
| • No retention strategy | ||||
| • Leaky post-purchase experience | ||||
| • Missing reactivation opportunities | ||||
| • Low repeat purchase rate | Lifecycle Marketing & Customer Experience | |||
| Email/SMS strategy, retention programs, and customer lifetime value optimization. | Email/SMS Infrastructure: | |||
| • Klaviyo (or ESP) setup | ||||
| • List segmentation strategy | ||||
| • Preference-based signups | ||||
| • Deliverability setup (domain auth, list hygiene) | ||||
| Core Flows: | ||||
| • Welcome series (brand story integration) | ||||
| • Post-purchase follow-up | ||||
| • Win-back campaigns | ||||
| • Browse/cart abandonment | ||||
| • Product recommendation flows | ||||
| • Replenishment reminders (if applicable) | ||||
| • VIP/loyalty tier communications | ||||
| Retention Creative: | ||||
| • Branded email templates | ||||
| • SMS messaging frameworks | ||||
| • Lifecycle-specific content | ||||
| • Cross-sell/upsell assets | ||||
| Lifecycle Strategy: | ||||
| • Customer segmentation (RFM analysis) | ||||
| • Churn prediction & prevention | ||||
| • Reactivation campaigns | ||||
| • Referral program integration | ||||
| • Loyalty/subscription programs | ||||
| • Post-purchase NPS & feedback loops | ||||
| Metrics & Optimization: | ||||
| • Repeat purchase rate | ||||
| • Customer LTV by cohort | ||||
| • Email/SMS revenue attribution | ||||
| • Engagement & deliverability metrics | ||||
| • Churn rate & retention curves | Week 12 → Ongoing |
Each pillar builds on the previous, creating exponential growth: