Housebets · Confidential · For Lizzy

Marketing Action Plan

From George · 24 March 2026 · Work through these ten actions in order. Flag anything that doesn't make sense or needs a conversation.

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01

Confirm Team Ownership

THIS WEEK

GP is the overall owner of all marketing. Theo leads CRM implementation on Customer.io. Lizzy holds sign-off authority on all CRM sends and campaigns. Review the full ownership table and communicate to each person.

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0/6 tasks
Review table and flag any disagreements back to GP (Overall Owner)
HIGH
Communicate to each person what they own (1:1 or in their channel)
HIGH
Confirm Kai understands he only owns Sports Promos direction — Theo executes
HIGH
Confirm Tony owns Streamers/KOL coordination end-to-end
HIGH
Confirm Carson owns VIP end-to-end
HIGH
Brief Jay that affiliate work is temporary until hire lands
MED
02

Restructure Slack Channels

THIS WEEK

15 channels to keep. 2 to merge. 6 to archive. Do the merges first (move any live conversations), then archive. Update channel descriptions and pin ownership doc in mkt-core.

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0/7 tasks
Merge mkt-newsletter into mkt-crm. Move any pinned items. Update channel description to include newsletter.
HIGH
Merge marketing-data + mkt-data-insights into mkt-data. Move live conversations first.
HIGH
Archive: mkt-newsletter, mkt-brainstorm, marketing-data, mkt-data-insights, mkt-ideas, mkt-cold-sales, mkt-survey, mkt-fiat-launch.
HIGH
Remove Suzan from mkt-programmatic-ads (she's Addressable — stays in addressable_housebets only).
MED
Update channel descriptions with owner name + purpose for all 15 active channels.
MED
Pin this document in mkt-core so everyone can see the structure.
MED
Set channel topics to include the owner name (e.g. "Owner: Bert | Social content, scheduling, X, IG").
03

Kill the Meetings

THIS WEEK

Replace recurring meetings with automated Slack alerts. The team reads the alerts and decides whether a call is needed. No alert, no meeting. No decision needed, no meeting.

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0/5 tasks
Delete Daily Performance Tracking Sync (10:30am) calendar invite. Replaced by spend alerts + Monday scoreboard.
HIGH
Delete Weekly Marketing Alignment (Mon 11am). Replaced by Monday 9am KPI digest in mkt-core.
HIGH
Delete Weekly Marketing Brainstorm (Tue 1–2pm) permanently. Creative input goes to mkt-quick-feedback.
HIGH
Change Addressable x Housebets (Thu weekly) to on-demand. Call only when Tuesday programmatic report shows something needing a joint decision.
MED
Delete Growth Review (Wed 10am) recurring. GP + Angus will call this when Tuesday alerts warrant it.
MED
04

Get the Alerts Built

THIS WEEK

19 alerts total. Louis builds 13. Theo implements 2 Customer.io webhooks (Lizzy signs off). You build 1 Slack workflow. Jay does 1 manually. Coordinate with Louis and Theo to get these live.

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0/5 tasks
Brief Louis on all 13 bot alerts. He needs: channel name, trigger time, data fields, message format. Give him this document.
HIGHLOUIS
Brief Theo on Customer.io → Slack webhooks for CRM Anomaly (mkt-crm) and VIP Tier Change (mkt-vip). Theo implements; Lizzy signs off before go-live.
HIGHTHEO
Build the Promo Go-Live Slack workflow: green check emoji on promo brief → auto-cross-post to #cs-team with brief + intraweb link. Add 2hr re-ping if CS doesn't confirm.
HIGHLIZZY
Brief Jay on Monday Community Pulse format: activity volume, sentiment, flagged threads. One screen, no scrolling.
MEDJAY
Test each alert before going live. Run a dry run with Louis in mkt-data first.
HIGHLOUIS
05

Fix the CS Briefing Process

THIS WEEK

The Promo Go-Live Slack workflow (Action 4) handles the automation. Enforce the process: campaign owner writes brief → brief pinned in channel → Lizzy approves → Slack fires to #cs-team → CS confirms.

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0/5 tasks
Campaign owner writes brief: what the promo is, who it's for, go-live time, what CS needs to know. One paragraph.
HIGH
Brief gets pinned in the relevant mkt- channel.
HIGH
Approve with green check. Slack workflow fires → auto-posts to #cs-team with intraweb link.
HIGHLIZZY
CS confirms with check mark. If no confirmation in 2 hours, bot re-pings.
HIGH
Audit weekly that this is actually happening. If a promo went live without CS being briefed, flag it in mkt-core.
MEDLIZZY
06

Hiring Priorities

ONGOING

Three hires. Leading recruitment for all of them through mkt-recruitment. Affiliate Manager is the single most urgent hire.

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0/5 tasks
Write JD for Affiliate Manager (HIGH — by end Q2). $120k/mo affiliate budget needs a dedicated person. Reports to Lizzy → GP.
HIGH
Post Affiliate Manager JD via mkt-recruitment this week.
HIGH
Write JD for Performance Marketer (HIGH — by end Q2). $150k/mo programmatic spend needs a dedicated buyer. Reports to Theo.
HIGH
Write JD for CRM / Lifecycle Specialist (MEDIUM — Q3). Reports to Theo (implementation) with Lizzy sign-off.
MEDTHEO
Confirm salary band with GP before posting Affiliate Manager JD.
HIGH
07

Understand the Budget

ONGOING

You don't own the budget — Angus and GP do. But you coordinate the team that spends it. Know these numbers and make sure channel owners know their budget.

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0/4 tasks
Confirm pre-launch budget ($20k/mo) is communicated to all channel owners.
HIGH
Confirm live budget ($500k/mo) breakdown: Programmatic $150k, Affiliates $120k, Streamers $100k.
HIGH
Set up monthly budget review process with Louis. Schedule 1st-of-month call with GP + Angus.
MED
Flag to Angus when spend is off-track (spend threshold alerts will help).
MED
08

Decisions Needed from GP

ONGOING

These are still open. Flag them in your next 1:1 or in mkt-core. Don't wait on them — they're blocking progress.

0%
0/5 tasks
Casino Promos — in scope or out? Currently N/A. Needs a yes/no from GP.
HIGH
Affiliate Manager salary band. Can't write the JD without it.
HIGH
Performance Marketer — in-house or agency? Affects the JD and timeline.
HIGH
AI tooling budget ($3–5k/mo from Q3). Ali needs this approved to start integrations.
MED
Sanity / T&Cs / Intraweb — marketing or ops? Kai/Geth build, Theo approves, you sign off. Decide which function owns it.
MED
09

Future Channels (For Awareness)

FOR AWARENESS

Not active workstreams. Future plays documented in the Marketing Plan (Section 11). No action from you right now, but be aware they're coming so you can plan coordination capacity.

0%
0/6 tasks
Flag SMS + Push Notifications — Theo to build push/SMS flows in Customer.io alongside email. Lizzy sign-off before any send. No extra cost.
MEDTHEO
Flag Telegram/Discord retention expansion to Jay + Ali — Customer.io → Telegram automation.
MEDJAY
Flag Blockchain ad networks to Bert + Louis — test Blockchain-Ads at live launch.
BERT
Note Referral program for Q2–Q3 — Theo implements in Customer.io, Ali provides automation logic, Lizzy signs off. No budget needed.
THEO
Note Cold email outreach for Q3 — Theo builds flows in Customer.io, Lizzy signs off on copy and targeting. $1–2k/mo for tooling.
THEO
Note SEO scale-up — increase pre-launch investment, add link building + guest posting.
10

Expand Programmatic for Launch

FOR AWARENESS

The programmatic budget jumps from $3k to $150k at launch. Bert needs to be ready with a wider ad network mix. Community expansion for Jay.

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0/3 tasks
Brief Bert: Add Blockchain-Ads and other crypto-native networks to the test plan alongside Coinzilla, Addressable, and X Ads.
HIGHBERT
Brief Louis: Set up tracking for blockchain-native networks in the same dashboard as existing programmatic.
HIGHLOUIS
Brief Jay: TG and Discord should become active retention channels, not just community chat. Work with Ali on Customer.io → Telegram automation for promo drops and live alerts.
MEDJAY