Marketing Lead — Onboarding One-Pager
Last updated: 2026-07-20
Status: Living draft. Updated as the role and tooling evolve; check git history for recent changes.
Start here
Read these five documents before anything else. They contain the constraints you'll operate within every day.
- Mission, Values & Strategy — why Objectuve exists; the anti-social-app philosophy and the ten non-negotiable commitments (no ads, free forever, no dark patterns).
- North Star — the one metric that matters: cumulative goals completed. Every marketing initiative ladders up to this, not to signups or time-on-app.
- Workforce Strategy — your role defined: function lead #1, what a function lead does and doesn't do, and the comp model.
- Public Benefit Operating Agreement — the legal floor. Free-tier access and anti-dark-pattern rules are charter obligations, not policies.
- Brand Guide — tone, visual identity, color, and the "coach who's also a friend" voice. Your AI cluster's output must pass this filter.
What you own
You lead the Marketing AI Workforce cluster — the AI employees responsible for content, SEO, social, paid acquisition, and lifecycle email. As the cluster is built out, these employees will produce drafts, audits, and campaign artifacts on a cadence; your job is to direct, configure, review, and report on their output, not to execute the work yourself. (Workforce Strategy: what a function lead does.)
Your success is measured on Goals Completed attributable to marketing — campaigns and channels that bring in users who finish what they start. Signups, DAU, and time-on-app are not your north-star metrics; they are inputs. A campaign that drives 500 signups who never complete a goal is not a win. (North Star: why this metric.)
Your tooling
| Tool | What it's for | Where |
|---|---|---|
| AI Workforce (your cluster) | The marketing AI employees you direct: content, SEO, social, paid, email. You configure their memory/skills, approve their artifacts, and own their quarterly performance. | Admin Dashboard → AI Workforce (Live Ops Board). See AI Workforce runbooks: ticket review = Process 2, operator cadence = Process 6. |
| Admin Dashboard | Web UI for managing AI employees and reviewing their output artifacts. | Admin Dashboard guide |
| Multica crew | Issue-driven AI agent build crew (Maggie, Codi, Riley, Roy, etc.) that ships product code — planning, design, code, release, review. You don't log into Multica or run it day to day; you request marketing-facing product features (shareable achievement cards, referral links, public-profile tweaks) by filing a Multica issue, and the crew builds and ships them. It is the engineering counterpart to your AI Workforce cluster — same "AI executes, human directs" model, different function. | Multica crew guide |
| PostHog | Product analytics and funnel analysis. Track activation path (signup → first goal → first check-in → first streak), cohort retention, and goal completion rates. | posthog.com — project 368400 |
| Mailtrap | Transactional and lifecycle email delivery (welcome, re-engagement, weekly digest). | mailtrap.io |
| Marketing landing site | Static marketing site at objectuve.com. Source: marketing_landing/. Edits go through the Multica crew. | marketing_landing/ in the repo |
| Covver | Branded merch / swag for Supporter perks and community rewards. Pay-as-you-go. | covver.io |
| Full vendor inventory | Canonical list of every third-party service (auth, infra, payments, analytics, error tracking). | Vendor Inventory |
Dedicated marketing tooling — content/SEO platform, social scheduling, paid-acquisition channels — is not yet selected. That's your first-week decision. See the Vendor Inventory § Under Evaluation and add your choices there once confirmed.
Your first week
- [ ] Read the five Start Here links above end to end.
- [ ] Get access to the Admin Dashboard (ask the founder); open the AI Workforce Live Ops Board.
- [ ] Review each existing marketing AI employee: read their memory, skills, and last run's artifact. Note any prompt or memory gaps.
- [ ] Do one full Ops Board pass: approve, reject, or flag any pending marketing artifacts using Process 2.
- [ ] Meet with the founder to agree on quarterly marketing goals mapped to the North Star trajectory (Goals Completed targets by horizon).
- [ ] Audit existing marketing channels: check the social media inventory and the marketing landing site for live vs. stale content.
- [ ] Choose the marketing tooling stack (content/SEO, social scheduling, paid channels); confirm selections with the founder, then document them in the Vendor Inventory.
How you're measured and paid
Compensation is a stipend (predictable monthly income) plus a quarterly profit-share of 10% of marketing's contribution margin — revenue attributable to marketing minus your direct variable costs (paid acquisition, tooling, allocated LLM compute). Profit-share activates after attribution becomes reliable, typically 6–12 months post-launch. The worked example at $10K MRR is in Workforce Strategy § Compensation model. Concrete stipend bands are in the private companion doc and your offer letter — not here.
You are measured on Goals Completed attributable to marketing, not on engagement, DAU, or time-on-app. (Workforce Strategy § Guardrails.)
Guardrails
- Free tier is never paywalled. It's a charter obligation in the Public Benefit Operating Agreement § Section 1, not a marketing choice.
- No dark patterns. No FOMO mechanics, manufactured urgency, or infinite-scroll hooks — in any marketing channel you run or approve. (Mission § Wellbeing Over Engagement.)
- You are measured on Goals Completed, not vanity metrics. If a campaign drives signups that don't turn into goal-completers, it isn't working. (Workforce Strategy § Guardrails.)
Objectuve Softworks, LLC (Delaware Public Benefit LLC; principal office in Chicago, IL)