Strategy Review

Implementation Guide

Strategic review of the marketing plan, suggested improvements based on 2026 crypto iGaming trends, and a phased implementation roadmap.

Plan Strengths

Clear Ownership

The 4-pillar model (Direction, Coordination, Delivery, Measurement) ensures accountability across all channels. No empty cells.

Slack as an OS

Moving away from recurring meetings to automated Slack alerts is a highly efficient operational model. Silence after an alert means the numbers are fine.

Automation Focus

Leveraging Customer.io, Slack workflows, and AI (Claude API) for CRM and content generation is forward-thinking and scalable.

Budget Clarity

Clear delineation between pre-launch ($20k/mo) and live ($500k/mo) with a strong focus on high-ROI channels: Programmatic, Affiliates, Streamers.

Suggested Improvements

Programmatic TargetingHIGH

Current: Blockchain-Ads planned for live launch only

Integrate blockchain-native ad networks (Blockchain-Ads) earlier in pre-launch to build a retargeting pool of verified crypto wallet holders before the $150k/mo budget kicks in.

KOL Performance TrackingHIGH

Current: Tony owns KOLs end-to-end, but no structured ROI dashboard

Build a real-time KOL performance dashboard within the intranet tracking signups and NGR per streamer. This allows Tony to quickly identify high-performing partners and reallocate budget.

Affiliate OnboardingMEDIUM

Current: Interim setup: Lizzy + Jay until Affiliate Manager hire

Implement a structured affiliate onboarding checklist in the intranet (this app). When the Affiliate Manager lands, the handover is documented and trackable.

CRM PersonalisationMEDIUM

Current: AI dynamic promo personalisation planned for Q4

Accelerate the Q4 AI personalisation timeline. Use the intranet to allow Ali to easily segment users and assign AI-generated copy templates from Q3 onwards.

SEO Pre-Launch InvestmentMEDIUM

Current: $3k/mo pre-launch SEO budget

Over 50% of iGaming traffic comes from organic search. Increase pre-launch SEO budget to $5k/mo. Add dedicated link building and guest posting. Every piece of content should be keyword-targeted.

CS Briefing AuditHIGH

Current: Process defined but not yet enforced

Weekly audit in the intranet: check that every promo that went live had a CS brief. If not, flag in mkt-core. This prevents the gap Lizzy identified from recurring.

Phased Roadmap

This Week
Action 1: Confirm team ownership — communicate to each person
Action 2: Restructure Slack — merges first, then archives
Action 3: Kill the meetings — delete 5 recurring calendar invites
Action 4: Brief Louis on 13 bot alerts, Ali on 2 webhooks
Action 5: Enforce CS briefing process — Theo and Bert briefed
Q2 2026
Action 6: Affiliate Manager hire — JD written and posted this week, hire by end Q2
Action 6: Performance Marketer hire — JD written, decision on in-house vs agency
Action 7: Monthly budget review process established with Louis
Action 8: All 5 open decisions resolved with GP
Automation: Affiliate onboarding flow (Affilika + Slack + Customer.io)
Automation: VIP trigger automation (Customer.io → Slack)
Q3 2026
Action 6: CRM / Lifecycle Specialist hire
AI: CRM copy generation (Claude API + Customer.io)
AI: Social content automation
Channel: Cold email outreach flows (Ali + Louis)
Channel: Referral program (Ali builds in Customer.io)
Channel: SMS + Push notifications alongside email
Q4 2026
AI: Predictive churn model (ML + Customer.io)
AI: Dynamic promo personalisation
AI: Community monitoring (sentiment analysis)
Channel: SEO scale-up with dedicated specialist or agency
Channel: PR / guest posting program