HOW TO READ. Single client. Strategic POV, account strip, diagnostic, all 8 cuts (collapsed except Cut 1), production plan, Week 1 concepts with APPROVE / HOLD / KILL, reference creative mapping. Click any "+" to expand a cut.
Pod ramp posture
Mike Manzo and Chelsea are new to the Morphe account. This packet is the onramp, not a finished operating doc. What they have absorbed by Mon Jun 2: account architecture, prior Raf creative library, the Lacie/CTC 1MAP reporting cadence, Motion attribution settings (now aligned to her standard). What is still ramping into W1: category-CAC math (Lacie session Tue Jun 3 (Mike Manzo owns)), customer-base intuition (Grace stakeholder sync this week), production cadence under the AND pod rhythm. Hayes consults on cross-pod patterns; Lacie owns growth strategy. Week 1 expectations adjusted accordingly: tighter scope, more reference-driven, fewer net-new bets.
Engine Run · v1.2 · Morphe pod lock · methodology shareable
How this packet is built
First time you are seeing the full pipeline end to end for Morphe. Output below follows the 7-step process. Mike Manzo + Chelsea co-own production. Lacie at CTC remains growth strategy. Hayes is cross-pod consult. Mark it up where anything does not read right.
Motion pull. Full Morphe account at L30 today. BOOSTED posts excluded. Managed dataset: 106 ads / $48,751 spend. (44 organic-post boosts at $26,561 are in the account but excluded from all cuts · those are not managed spend and carry no paid conversion attribution.) L7 trend pulls Mon 8 AM (auto). L90 baseline lands at end-of-month close. Not top 10. The full ad set with Motion AI tagging attached.
8 cuts. The strat-framework cuts. Cuts 1-5 are per-ad time-based (spend, efficiency, scaling, hook, fatigue). Cuts 6-8 are tag-based (hook tactic, persona, Frankenstein candidates). Cuts 9-10 are monthly or quarterly cross-account (not in this packet).
Persona mapping. Cut 7 surfaces Motion's intended_audience tags. We do not accept them at face value. We map each Motion tag against the AND Persona Databank (VALS, NMI LOHAS, Hartman, NPD beauty frameworks) so the macro structure rests on a real category persona, not Motion's auto-label.
Production Plan. The cuts feed the plan. Morphe: 20-asset allocation by macro. Format mix from Cut 2, hook distribution from Cut 6. 4-week ladder shows ship cadence. PRIMARY APPROVE GATE sits on this plan, not on individual ads.
Week 1 concepts. The assets shipping by Thursday EOD so they are live in the ad account by Friday. Morphe: 5 concepts. Each is a brief that goes into Asana once the plan is approved. Per-concept Approve / Hold / Kill is secondary to overall plan approval.
Brief expansion. Approved concepts get expanded into individual briefs in Robbie's existing Asana templates (v1 Full Engine, v2 Post-Prod, v4 Post-Prod + UGC). Briefs land Monday June 2 EOD.
Friday read. Cassandra v0 fires Mon 8 AM with the L7 re-pull. The cycle closes weekly. Macro reweighting at Monday strategy lock based on the read.
What we need from Mike + Chelsea + Lacie. Mark up the persona mapping if you would call any cohort differently. Flag the Week 1 bets you would not take. Tell us which of the 8 cuts you actually use Monday and which we should drop. The Production Plan APPROVE gate is the strategic decision; per-concept gates are secondary. Lock by Mon June 2 EOD.
Morphe
Mass beauty · Mike Manzo + Chelsea production · Lacie/CTC growth · 5 custom conversions wired (CSM Famly, Brushes, Eye Palettes) · CPA = cost per purchase
Attribution window7-day click + 1-day view. Motion workspace config now matches Lacie at CTC and the post-iOS 14 DTC standard. Reading the data last 30 days (L30) · this is a current-state read, not lifetime or LTV-adjusted. The earlier 7-day click only config was conservative and under-credited the conversion path; this attribution lifts ROAS ~20% on the same creative.
Strategic POV · Morphe
The Kith of mass beauty. Comprehensive solutions for the makeup user who wants the full kit, not a single lipstick. June reads are all retargeting (no prospecting campaigns running in the L30 window) and the workhorse is the Bundles CBO campaign ($31K of $48K managed spend), currently carrying three AND-produced ads that are all in declining state. The creative problem this month is not finding new angles: it is feeding fresh UGC into the Bundles campaign before the declining ads lose scale efficiency. Lacie at CTC runs growth strategy; AND owns creative and the Mike Manzo + Chelsea production team. Every concept below earns its place by serving the Bundles refresh thesis or running a high-confidence format test.
ANDG vs Baseline · L30Managed spend $48,751 (44 BOOSTED posts / $26,561 excluded · organic social boosts, not optimizable paid spend). AND-produced (AND- prefix naming): 22 ads / $24,752 / 1.90x ROAS. Non-AND: 84 ads / $23,999 / 2.03x ROAS. AND share: 51% of managed spend. Near parity · both cohorts performing above 1.9x. Non-AND edge is modest (6.5% delta); production quality is not the constraint this month. Creative volume and Bundles refresh cadence are.
BOOSTED context. The $26,561 in boosted social posts ran under a separate "BOOSTED POSTS – Morphe Owned Social Jan 2026" campaign and generated 0.00x–0.09x ROAS (no paid conversion attribution). These are social amplification spend, not media buys AND touches.
Bottom line. Managed account healthy at 1.96x ROAS on $48,751 spend (7DC+1DV). BOOSTED filter applied: 44 effectivePost ads / $26,561 excluded from this read and all 8 cuts. Those are organic social boosts under a separate campaign · no paid conversion attribution, not managed spend. Reweight: lean into Bundles CBO refresh (top 3 spenders all AND-produced, all declining after $23K combined spend · fresh UGC needed), expand ASMR hook (1.94x managed), scale Curiosity on managed subset (2.17x on 7 tagged ads). UGC outperforming High Production (2.24x vs 1.94x). 100% retargeting in this L30 window · no prospecting campaigns running.
Account structure note. This is a 100% retargeting account in the L30 window. No prospecting campaigns appear in the managed dataset (no TOF/cold/acquisition campaigns). The 1.96x ROAS reflects retargeting-pool performance, which naturally reads higher than a blended account. Lacie at CTC owns media strategy; the absence of prospecting in this window is a growth-strategy conversation with her, not a creative gap. AND reads and produces against the retargeting creative layer.
Three signals.
Signal 1: Top-spend creative is declining. The Bundles CBO campaign carries $31K of $48K managed spend. Top 3 ads are AND-produced (AND-Morphe-Tasha-UGC-V3: $18,260 / 1.86x, AND-Morphe-Tasha-UGC-V1: $5,050 / 1.96x, ReadySetPro-01: $6,103 / 2.02x), all in declining state. The campaign is healthy by ROAS but the creative is fatiguing. Fresh UGC variants (Bundles Refresh, sensorial hook) are the immediate production priority to extend the campaign before spend drops.
Signal 2: UGC is outperforming High Production on managed spend. UGC: 13 ads / $3,402 / 2.24x ROAS. High Production: 36 ads / $30,493 / 1.94x ROAS. Delta: +15%. With the top 3 spenders all in declining state, UGC is the refresh format to lean into · faster to produce, performing better, and feeding the retargeting campaigns where fresh creative has the clearest immediate impact. Note: Newness/Exclusivity messaging shows only $459 total managed spend (all in retargeting/brushes campaigns) · not a scalable signal, confirmed retargeting-only.
Signal 3: Hook tactic tagging at 64% managed spend. ASMR: 4 ads / $5,152 / 1.94x. Curiosity: 7 ads / $2,833 / 2.17x (stronger than the prior read · managed subset is cleaner). New Product Announcement: 10 ads / $999 / 2.73x (testing). Relatability: 2 ads / $1,659 / 1.82x. Direct Address: 1 ad / $488 / 2.92x (directional). Unboxing: 1 ad / $18,260 / 1.86x (the dominant carry ad). Untagged accounts for 36% of managed spend ($17,398) · Frankenstein tagging pass needed on the testing slate.
Two open items. (1) Hook tagging at 64% managed spend · 36% untagged on the testing slate. Augmentation path: rule-based classifier on adName patterns (Chelsea, 30 min), LLM tagger on copy + thumbnail for residual. Target 80%+ by W2 on managed ads. (2) Morphe custom conversions (5 wired: CSM Famly, Brushes, Eye Palettes, etc.) not surfacing as headline metric. Category-level ROAS by SKU/category sits with Lacie. June commit: bring the category-CAC question to the Tue Jun 3 session.
Metric posture · Morphe · creative engagement, no perf-fee meter in flight
How we read against an account at 1.96x managed
Morphe is a creative engagement this month with CTC running media. No performance-fee meter on AND · immediate purchase ROAS is direction, not contract. The daily read informs reweighting; category-level ROAS targets sit with Lacie. All numbers below report at 7DC+1DV on managed spend only. BOOSTED posts excluded throughout.
Headline metric. Immediate purchase ROAS at 7DC+1DV on managed spend, L7 auto Mon 8 AM. June floor target: hold at 1.96x while declining Bundles ads are refreshed. Direction: protect Bundles CBO ROAS while seeding with fresh UGC.
What we are NOT doing. Not setting a hard ROAS gate. Direction beats threshold this month. The managed 1.96x masks a range from 4.62x (Brushes Reimagined testing) to 0.72x (Satisfying Visuals testing). Category-level targets by SKU/campaign sit with Lacie; we bring the Shopify data to the Tue Jun 3 session.
Third data hole · Hook tactic tagging at 52%
Cut 6 (hook tactic ROAS) is built on managed tagged ads (64% of managed spend tagged). ASMR (1.94x), Curiosity (2.17x), New Product Announcement (2.73x on testing), and Relatability (1.82x) are the directional winners on the managed subset. Augmentation plan: (a) rule-based classifier on adName patterns (Chelsea, 30 min weekly), (b) LLM tagger on copy + thumbnail OCR for residual, (c) Motion product team escalation. Target 80%+ tagged coverage on managed ads by W2.
Small-N caveat (read before the cuts)
Two signals in the cuts below carry weight on small samples. Unboxing: 1 ad, $18,260, 1.86x · single ad (AND-Morphe-Tasha-UGC-V3-4x5-01), declining state. The $18K concentrates in this one ad. Direct Address: 1 ad, $488, 2.92x · directional on a small spend. The production plan caps weight on both: Unboxing gets 3 of 20 assets (refresh, not new bet), Direct Address gets 1 brief as a test in W3. Falsifiable success signals attached.
Shopify access (strategic asset)
We have Shopify access for Morphe. This is bigger than it sounds. The 5 custom conversions in Motion (CSM Famly, Brushes, Eye Palettes, etc.) track lifecycle behavior but we still have to estimate what a customer is worth. With Shopify, we pull the actual numbers: real LTV by cohort, real blended CAC (Motion paid spend + Shopify total revenue, not just credited paid revenue), repeat purchase rate, AOV, new-vs-returning split. For the Tue Jun 3 Lacie session, we come with actual Shopify-derived LTV math, not questions. Same model: like the Veloci blended target conversation but here we have the data. June production targets get set against real customer economics.
Cut 2Efficiency winners L30 (spend > $500 · managed only)The cheapest-converting creative that should get more budget. Filtered to cut statistical noise.
Cut 4Hook winners (thumbstop · spend > $500 · managed only)What is actually stopping the scroll. These hooks get extracted and tested on other creative bodies via cut 8.
Cut 6Hook tactic comparisonWhich hook archetype is converting account-wide. Direct input into next month's brief.
Tag
Spend
ROAS
N
Thumb
Unboxing
$18,260
1.86x
1
14%
ASMR
$5,152
1.94x
4
n/a
Curiosity
$2,833
2.17x
7
n/a
Relatability
$1,659
1.82x
2
n/a
Bold Claim
$966
1.20x
3
n/a
New Product Announcement
$999
2.73x
10
n/a
Direct Address
$488
2.92x
1
n/a
How To
$357
1.93x
3
n/a
Call To Action First
$239
2.44x
1
n/a
Untagged / None
$17,398
1.94x
60
n/a
Cut 7Persona analysis (intended audience)Which persona each ad targets and the conversion math behind it. Decides which personas to add or kill at the macro level.
Tag
Spend
ROAS
N
Thumb
Beauty Enthusiasts
$32,893
1.49x
141
24%
None
$25,826
1.39x
223
31%
Organized Makeup Enthusiasts
$18,723
1.84x
1
14%
Sun-Kissed Look Seekers
$522
0.00x
11
55%
Girl Math Shoppers
$383
1.49x
1
0%
Motion tag · AND Persona Databank mapping · Morphe
Motion's intended_audience labels are a starting point, not the answer. The mapping below routes each Motion tag to a real category persona from the AND Persona Databank. Frameworks used for mass beauty: VALS, NMI LOHAS, Hartman, NPD beauty.
Motion tag
AND Persona
Framework
Macro fit
Beauty Enthusiasts ($33K, 1.49x)
Aspirational Beauty · Strivers
VALS · NMI
M1 Comprehensive Solutions hero · workhorse cohort, efficient at scale
Organized Makeup Enthusiasts (1.84x, n=1)
Routine-Driven Optimizer
Hartman
M1 hero · the kit-buyer · single-asset directional signal needs more reads
Sun-Kissed Look Seekers (0.00x, n=11)
Aspirational Self · Seasonal
VALS
Deprioritize · 11 ads producing zero revenue · attribution change did not save this cohort
Girl Math Shoppers (1.49x, n=1)
Value-Seeking Strivers
NMI · NPD
M3 Bundles Refresh candidate · value framing on the bundle price-per-piece argument
None / untagged ($26K, 223 ads)
Broad targeting
·
223 ads untagged on audience is the biggest data hole · Cut 7 reads on tagged subset only
Cut 8Frankenstein candidates (high thumbstop + low ROAS)Thresholds: thumbstop p75 AND ROAS ≤ account median × 0.6 AND spend ≥ $500 AND not in Cut 1 top 10. Pull the hook, swap onto a winning body, ship the hybrid.
Morphe pipeline. Codified thresholds (thumbstop p75, ROAS ≤ 0.6x median, spend ≥ $500) surface candidates where hook earned scroll but body did not convert. Pull strong-thumbstop hooks onto Unboxing or Headline bodies (the proven Morphe formats).
BOOSTING Cheek Thrills Ext – Emilija Honeymoon Suite
$1,645
0.00x
$0
57%
hidden
8
BOOSTING Cheek Thrills Ext –Blonzing
$1,764
0.00x
$0
57%
hidden
9
BOOSTING Cheek Thrills – Sunkissed Application
$600
0.00x
$0
53%
hidden
10
BOOSTING Liplock – ASMR Unboxing
$818
0.00x
$0
51%
hidden
What we are seeing on the Demo adsThe 46 Demo-format ads spent $11K last month and barely produced any sales (0.03x return). We are flagging this because the new attribution window did not change that read · the Demo ads are not working, full stop. We are not telling the buying side what to do with them. Sharing the finding so Mike can read it against what he is seeing from his side and decide the right move. Our recommendation on the creative side: we stop building new Demo-format ads in June. The 20-asset plan below reallocates that production capacity into Unboxing, Headline, and Offer-First Banner formats that are actually working.
Production Plan · June 2026 · 20 assets · Morphe
The plan, derived from the cuts
Scope basis · 20 ads/month always-on. This is what we are contracted to deliver under the AND x Morphe scope (April 2026 updated SOW): 20 high-quality ads per month (static + motion, platform-native), 40 hours of post-production. Asset Production line is separate · 50 hours per month at $150/hour blended for AI, CG/3D, OOH, and premium production needs (deployed via Grace). Q1 reality: we ran 78 ads against 60 contracted (30% over), with March alone delivering 37 ads including 3D animation and FOOH premium work. Our pattern is over-delivery, not under. The 20 here is the always-on floor. Premium asset capacity layers on top via the Asset Production budget when Grace deploys it.
What the managed read says at 7DC+1DV. Bundles CBO carries 64% of managed spend ($31K of $48K). Top three AND-produced ads (Tasha UGC V3, V1, ReadySetPro-01) collectively $29K, all declining. UGC outperforms High Production (2.24x vs 1.94x). ASMR hook (1.94x, 4 ads) and Curiosity (2.17x, 7 ads) are the two defensible hook signals at managed scale. One scaling ad: 250186841_MRPH Concept 4 at 3.42x on $511. What the plan does. 20 assets total across four macros. Priority is Bundles CBO creative refresh via UGC to extend the campaign before declining ads lose scale. Format mix: UGC (refresh + extend), Headline (product-feature), ASMR (sensorial). Hook mix: ASMR + Relatability + Unboxing.
Asset allocation · 20 total
Macro
Persona (AND Databank)
Assets
% of 20
Why this count
M1 Comprehensive Solutions HERO
VALS Strivers · Aspirational Beauty
8
44%
HERO. Comprehensive & Versatile Solutions messaging carries 1.66x ROAS on $54,641 (128 ads) · the scale macro. Beauty Enthusiasts cohort at 1.49x on $33K is the audience anchor. Format: Unboxing + Headline + Static. The kit-buyer argument scaled.
M2 Product Performance / Energy
Hartman Optimizer · Routine-Driven
4
22%
DEFENSIBLE SECOND. Product Performance & Quality at 1.89x (n=50) is the defensible angle for the makeup-as-tool buyer (vs. makeup-as-look). Format: Headline + Split Screen. Eye palette quality + brush bouquet are the natural product anchors.
M3 Bundles Refresh · UGC
Routine-Driven Optimizer · Hartman
3
17%
REFRESH. Top 3 spenders ($29K combined) are all Bundles CBO, all declining. UGC outperforms High Production (2.24x vs 1.94x on managed). Fresh UGC with ASMR/Relatability hook extends the Bundles campaign life. Format: UGC 9x16 + 4x5.
Demo format ($11,307 on 46 ads at 0.03x ROAS) is dead money · attribution change did not save it. Shade Inclusivity messaging (0.37x on $4,406) is the misfit angle. June reallocates the budget; no June production in either bucket.
Total
·
17
94%
·
Buffer
·
1
6%
1-asset slack for Trybe/influencer slot or weekly reactive iteration
Format mix · driven by Cut 2 (visual format ROAS)
Visual format
Cut signal
Assets
Where it lands
Unboxing
1.88x ROAS · n=9 · WINNER
4
M1 hero · the kit-reveal argument
Headline
1.81x ROAS · n=64 · defensible
5
M1 + M2 · product-feature pointout
UGC
2.24x ROAS · managed · WINNER
4
M3 Bundles refresh + M1 hero variants
Static / Offer-First Banner
2.08x ROAS · n=17 · strongest format
4
M2 + M4 · product-only and offer layers
Hybrid / Cinematic B-Roll
3.16x ROAS · n=14 · directional winner
2
M1 + M3 · brand moment with scale potential
Demo · KILLED
0.03x · n=46 · DEAD MONEY
0
No June production · reallocate budget
Total
·
20
·
Hook tactic distribution · driven by Cut 6
Hook tactic
Cut signal
Assets
Copy direction
ASMR
1.93x ROAS · n=12 · WINNER
3
Brush bristles, palette pan-tap, lip-gloss pour · sensory openers
"What's inside the Ready Set Pro" · kit-reveal opener
Relatability
1.88x · n=6 · directional
2
"Anyone else's brush bristles falling apart?"
Listicle
0.00x · n=5 · monitor
2
"3 reasons we built the trophy wife palette"
Curiosity · REDUCED
0.87x · n=25 · drag
0
No June production · was over-rotated last cycle
Total
·
20
·
Cross-tab note. The three tables above describe the same 20 assets sliced through different dimensions. Joint feasibility (e.g., can 8 M1 assets carry the ASMR hook + Unboxing format weights?) gets validated at brief intake. If a combination is infeasible, intake reweights and the plan re-baselines at Tuesday lock.
Four-week ladder · ship cadence
Week 1 · Foundation
5
5 total · 4 paid assets live in account by Fri + 1 internal KILL-list comms to Lacie. Comprehensive Routine Unboxing, Mystery Bags hero variant, Eye Palette Headline, Bundles Refresh UGC, KILL-list communication. Ship Thu Jun 5 EOD. L7 re-pull auto Mon 8 AM.
Week 2 · Push (Hero)
6
M1 Comprehensive Solutions hero week. Unboxing + Headline at scale. The macro the data supports for volume.
Evergreen winners locked. Buffer slot ships if Trybe/influencer asset materializes. EOM read auto Mon Jun 30 8 AM. July roadmap delivered EOW.
Primary approval · the plan, not the ads
Approve the allocation, format mix, hook distribution, and 4-week ladder above.
This is the strategic approval gate. The 20-asset breakdown is what we commit to producing for Morphe in June. Week 1 concepts below are operating output of this plan, not standalone strategy. The Demo-format kill and Shade Inclusivity drop are part of the strategic call. If the allocation is wrong, flag it here and the rest re-baselines.
Week 1 · Morphe · 5 concepts shipping Thu Jun 5 EOD · first slice of the 20-asset plan
Comprehensive Routine Unboxing · Ready Set Pro
Unboxing hook · "What's actually inside the Ready Set Pro" · Unboxing format · 4x5 + 9x16 variants
Bet: Unboxing format (1.88x ROAS, n=9) on Comprehensive Solutions messaging (1.66x, n=128) is the highest-confidence M1 hero combo. Reference: AND-Morphe-Tasha-UGC-V3-4x5-01 rsp brush (1.84x, $18,723) is the workhorse to refresh. Lead: Mike Manzo · production lead · Asana template: v2 Post-Prod · Source: existing Tasha UGC library + RSP product b-roll · Ship: Thu Jun 5 EOD
Mystery Bags Hero Variant · ASMR Unboxing
ASMR hook · brush-bristle + powder-pour sensory open · Unboxing format · 9x16
Bet: ASMR hook reads 1.93x ROAS on n=12 (defensible-small). Unboxing format at 1.88x. Mystery Bags / Bridal Brush Bouquet existing assets show high thumbstop. Reference: Morphe-LipLock-UGC-9x16-KAYLA (1.93x ROAS, $2,179, 32% thumbstop) as the proven ASMR/sensorial hook model. ASMR reads 1.94x on 4 managed ads. New ASMR opener on brush + palette products, comprehensive-kit body. Lead: Chelsea · most edits + audio · Asana template: v4 Post-Prod + UGC · Source: existing brush + palette product library + new ASMR audio capture
Eye Palette Headline · reframed from killed Demo format
Bold Claim hook · "The eye palette that earns its place in your kit" · Headline format · 4x5 + 1x1 variants
Bet: Reframes Eye Palette messaging away from killed Demo format (0.03x dead money) into Headline (1.81x, n=64). Product Performance & Quality messaging at 1.89x on n=50 is the defensible angle. Eye Palettes is a tracked custom conversion · category-level read possible by W3. Lead: Mike Manzo · Asana template: v1 Full Engine · Source: existing palette photo library + new VO
Bundles Refresh · UGC Sensorial Set
Relatability hook · "Okay but why does the Ready Set Pro brush feel like that" · ASMR sensorial sequence on brush bristles + palette pan · UGC 9x16 + 4x5 · Bundles CBO feed
Bet: Top 3 spenders ($29K combined, Tasha UGC V3/V1/ReadySetPro-01) are all in Bundles CBO and declining. Fresh UGC with sensorial/relatability hook extends the campaign life before spend drops. UGC outperforms High Production 2.24x vs 1.94x on managed. Relatability hook reads 1.82x. Reference: AND-Morphe-Tasha-UGC-V3-4x5-01 rsp brush (1.86x, $18,260) as the creative to refresh. Lead: Chelsea · new UGC capture or Tasha library recut · Asana template: v4 Post-Prod + UGC · Source: Tasha footage library + brush + RSP product b-roll · Ship: Thu Jun 5 EOD
KILL-list communication asset · internal/CTC pairing
Internal asset · NOT for paid spend · 1-pager for Lacie + CTC team summarizing the Demo + Shade Inclusivity recommend stopping production ons and the reallocation
Bet: Demo format kill ($11,307 on 46 ads at 0.03x) and Shade Inclusivity drop (0.37x on $4,406) need explicit communication to Lacie's media team to prevent re-launching the same creative pattern via different ad sets. This is a written 1-pager + the Cut 2 + Cut 6 tables exported, delivered Mon Jun 2 EOD with the strategy lock. Lead: Mike Manzo + Hayes consult · Asana template: none · 1-pager doc · Source: this packet
Reference creative for the Week 1 concepts · Cut 1 visualized
Each Week 1 concept above is paired below with the existing Morphe ad it iterates from. Thumbnails ship when Motion pulls them next week; ad names below are the canonical Motion library references.
Mon Jun 2Strategy lock. Plan approve gate closes EOD. Cassandra v0 fires 8 AM with L7 re-pull. 5 Week 1 briefs land in Asana by EOD if plan approved. KILL-list 1-pager delivered to Lacie + CTC.
Tue Jun 3Lacie / category economics check. 30-min session with Lacie on the 5 custom conversions (CSM Famly, Brushes, Eye Palettes) to surface category-level CAC math. Output: target ROAS by category if available.
Wed Jun 4Production sprint. 5 W1 concepts in cut. Mike + Chelsea pair on Unboxing + ASMR audio capture.
Thu Jun 5Ship EOD. 4 paid assets live in Meta ad account by Friday morning. KILL-list 1-pager landed Mon.
Fri Jun 6W1 baseline read. Initial in-account spend read; full L7 read auto Mon Jun 9 8 AM. Macro reweighting at Mon Jun 9 strategy lock based on the read.