Most teams have AI on their desks and still run marketing the way they did before it. This is a proposal for one seat that changes that: AI does the watching and counting, a marketer does the judging, fixing and measuring, across every channel the brand sells through, with the AI set up as skills and routines rather than a chatbox.
AI is a chatbox, not a colleague. It drafts captions. Nobody has given it a job. The fix is to give it one: a skill per channel, a written playbook of what to pull and what counts as a flag, and a routine that runs those skills every Monday and reports what moved. Issues and opportunities surface on a schedule, not by luck.
Changes get made and never checked. A subject line, a price, a listing bullet, then everyone moves on. With AI keeping the log, every change gets a date on which its result comes back. Nothing gets lost, however small.
Creative runs on opinion. Most companies run one A/B test and let it sit. With tracking in place, every campaign becomes a test, and the creative gets better every month.
I am not here to replace your team. The seat runs the loop, week after week: watching every channel, judging what matters, shipping the fix with the person who owns it, and reading the result when it lands. The routines are never finished, because the market keeps moving. What changes is that your people stop chasing numbers and spend their time on the calls only people can make.
The Buddy Bites and Native Union studies on this site found their issues by watching one channel from the outside, with no internal numbers. That is the routine I would build for you across website, marketplace, social and email, with your data from Google Analytics, Seller Central, Meta and Klaviyo.
Five steps. Two of them are a machine’s; three are a person’s. The loop closes on itself: every change gets a date to be checked, and every result comes back to leadership.
01
Monday, first thing
Four channels, one set of numbers. Every metric against its own four-week average and its threshold. What moved gets flagged; what did not gets one line.
02
Monday morning
Read the flags, discard the noise, decide what is an issue, what is an opportunity and what is nothing. Draft the action for each: a fix, a test, or a question for a team.
03
Monday, end of day
Issues, actions, tests running, what last week’s fixes did. Anything needing a decision is marked as such, usually money or stock. Twenty minutes, not a meeting.
04
Tuesday to Friday
Fix the flow, write the email, brief the listing change, launch the test. I carry the work to whoever owns the channel and ship it with them.
05
The moment anything ships
Every change is logged and a check is scheduled for +7 and +28 days on the metric it was meant to move. The result comes back into a future Monday page.
AI can say revenue per recipient fell 20%. It cannot know that Wednesday’s send went to a cold segment on purpose, or that the drop can wait because a launch is three days out. That judgement is the difference between a report and a page leadership can act on.
AI writes a competent first version of anything. A design-led brand does not ship its own voice, a listing bullet or a caption unreviewed. Someone with taste decides what stays, and writes the second variant the test needs.
When a fix goes wrong, someone reverses it, explains it, and carries the lesson into the next test. Accountability sits with a person, and it is what lets a manager spend twenty minutes on a Monday instead of a whole day.
The material story, the founder letter, the pre-launch waitlist: none of these came from a metric moving. They came from watching other brands and knowing what this one could do. AI finds the drops; the seat finds the ideas.
What is pulled every Monday, where from, and what makes it a flag. Thresholds are starting points. Leadership sets the money floors, and every threshold is revisited after four weeks of real data.
| Channel | Pulled weekly | From | Flags when |
|---|---|---|---|
| Social | Reach, engagement rate, net follower change, saves and shares on the top three posts. Paid: CTR, CPM, frequency, ROAS. | Meta Business Suite TikTok Studio Ads Manager | engagement −25% vs 4-week avg frequency > 3.0 ROAS below the floor |
| Marketplace | Sessions and unit-session % by top ASIN, BSR, Buy Box share, reviews added and rating, ACoS and TACoS, price versus site. | Seller Central Ads console Helium 10 | unit-session % −20% Buy Box < 95% rating −0.2 in a week |
| RPE (revenue per email and per recipient), by flow and by campaign; click-through and click-to-open; bounce rate, hard and soft; unsubscribe and complaint rate; list growth net of churn. | Klaviyo | RPE −20% vs 4-week avg CTR −25% vs 4-week avg hard bounce > 0.5% complaint rate > 0.1% list growth net negative | |
| Website | Sessions by source, conversion rate, AOV, add-to-cart rate, checkout abandonment. New product pages against their category median after seven days. Page speed. Behaviour on the top landing and product pages, with session replays pulled for anything flagged. | Shopify GA4 Clarity | CVR −15% week on week new PDP below category median at day 7 abandonment +10 pts rage or dead clicks > 5% of sessions |
One page. Issues with an action attached, tests in flight, last week’s fixes with their measured result, and the decisions that belong to leadership. The sample below is the shape, not the numbers.
Issues this week, ranked
Opportunities and tests
Fixed, and what it did
Decisions for leadership this week
1. Coupon depth on the hero listing. 2. Approve the editorial email test and its sample split. Everything else is executed without you.
The part that usually goes missing. A subject line, a price, a listing bullet, an ad creative: the moment any of it ships, it goes in the log with a check scheduled on the metric it was meant to move. Small changes are the ones nobody measures. This is where they stop being.
| Shipped | Channel | Change | Metric watched | +7d | +28d | Verdict |
|---|---|---|---|---|---|---|
| Wk 37 | Duplicate cart flow off | Cart-flow unsubscribes; sends per trigger | −XX% | due | — | |
| Wk 36 | Marketplace | Hero SKU title + main image, split test | Unit-session %; sales | test live | +X.X pts · +XX% | kept |
| Wk 35 | Website | Mobile page speed: images, deferred scripts | Mobile PDP → cart; mobile CVR | +X.X pts | CVR +XX% | kept |
| Wk 35 | Website | Free-shipping threshold raised | AOV; checkout abandonment | AOV +$X | abandonment +X pts | reversed |
The verdict column is the point. Kept, reversed, or too early. A month of verdicts is a month of evidence about what actually moves this business, which is worth more than any single result in it.
Three things in one seat. None of them is new on its own; the combination is what makes the loop run, and what empowers the team behind it.
Content
The product-page line that gets A/B’d, the subject line and the founder letter, the post caption and the ad’s first sentence, the listing title and bullets that go into a split test. All in the brand’s register, ready for review. Not a brief for an agency.
Performance
The same test-and-measure loop on a product page, a subject line, a post format and a listing bullet. On every channel there is a gap between what the brand gets and what the best in its category get from the same traffic. Closing that gap, channel by channel, is the job.
AI leverage
Each channel gets its own skill: a written playbook of what to pull, how to normalise it, and what counts as a flag. A scheduled routine runs the skills every Monday, writes the change log, and posts the +7 and +28 day checks back into the page without being asked. The case studies on this site were built with the same skills. The agents make one seat cover four channels. They do not make the seat optional.
The creative, the channels and the numbers, in one seat. The loop is ready. Let’s talk about running it for you.