CBS Role Defintions
Brand Manager
The Brand manager sets the marketing agenda for the client. They are responsible for understanding the client’s needs, their preferences, and workflow preferences.
The brand manager is also responsible for setting up new client projects in ASANA for clients they are assigned to.
Monthly marketing planning:
This task involves several steps depending on the client and should include at least the following:
The monthly email plan was prepared and delivered to the client by the 20th of the month.
A monthly marketing meeting with each client to determine their marketing goals for the upcoming month. This should take place after the plan is shared with them but before the month starts. So if the sheet is shared on the 20th, this meeting should happen on or around the 25th.
The monthly plan should include any sales or promotions that are upcoming, and if action is required (which it always is) additional tasks should be set for the parties involved (ie, new banners, discounts, and reverting once the sale is over)
If the client is doing social media posts, those should also be covered in the monthly marketing meeting.
SMS blasts for applicable clients should be planned and added to the tasks for the upcoming month in the same manner as any other task.
The monthly meeting should also cover what is working and what is not working for the client as well as a section of the meeting where we ask them how we can improve.
Weekly Client and Designer Recap Messages:
One of the biggest challenges we have faced is when products are not yet live or when email tasks are incomplete when the designer goes to do the design work.
To rectify this, we are introducing a new process:
An email to the client and designer should be sent every Friday outlining the emails planned for the upcoming week.
This message should be personalized and should include all the campaigns for the upcoming week as well as any questions or things we need clarification on.
For any campaign details that are in question, the brand manager is responsible for ensuring that all of the relevant information is gathered and entered into ASANA before the designer is expected to start on the task.
If the client is not communicating with you then a meeting needs to be booked with Sam, the brand manager, and the client to identify the issues and correct them ASAP, ideally that week.
Monthly Website Updates:
The brand manager should check the client's website at least once a week to make sure that the homepage matches the marketing content and that all of the relevant links are working and visible.
Any changes should be assigned in the form of a task to the web lead on that account.
Homepage content should be updated at least once per month, which would mean that banner design tasks need to be assigned, as well as a web update task to the web manager.
Designers:
Designers bear the responsibility of materializing the client's vision. They are expected to collaborate closely with both the Brand Manager and the web lead on any given account to ensure that all brand touchpoints are consistent, clear, and aligned with the brand's image.
Upon onboarding a new client, the designer is responsible for setting up a brand kit in Canva and ensuring that it is linked on the project overview page.
Designers are tasked with creating email marketing campaigns on a regular basis, depending on the specific client's needs.
Email campaigns should be designed in Canva and saved in the respective brand folder.
The designer should then send a test email to the internal review address at least four days prior to the scheduled send date.
The designer should subsequently gather feedback from the Brand Manager and incorporate any requested changes.
The designer should then send the email campaign to the client at least forty-eight hours prior to the scheduled send date.
It is important to avoid sending multiple campaigns to the client for review simultaneously; client approval should be obtained for one email at a time.
Designers are responsible for creating homepage banners (for both mobile and desktop) whenever a client has a sale, as well as any regularly scheduled homepage updates.
Designers may be requested to design additional website content for the client under the direction of the Brand Manager or the web lead.
Designers are also responsible for creating social media components for assigned accounts. The copy should be provided by the Brand Manager, while the graphics should be provided by the designer.
Designers are responsible for checking the links in every email campaign. If a link is missing, it should be noted on the Asana task and tagged to the Brand Manager at least four days before the scheduled send date.
Designers are also responsible for checking the stock of the products included in emails. This should be done before the email is sent to internal review and again before the email is sent out. This can be as simple as clicking through each link and confirming that the product is listed on the site and available for purchase.
If a product is not live and cannot be found in the back end, a task should be created for the web lead to ensure that the product is created in time for the send date.
Designers are responsible for ensuring that campaigns are launched on time at the agreed-upon send time (typically 6:30 AM in the recipient's local time zone).
Designers are also expected to know how to set up customer segments in Klaviyo
Designers are also expected to understand how flows work, and liaise with the web lead to ensure that all flows are working correctly.
Website Lead
The web lead is the key point of contact for client questions pertaining to website matters, they should be both available to the client and ready to assist with any and all website tasks that the client may request.
The web lead should delegate design-related tasks to the account designer and ensure that those designs are implemented on the website in a timely manner.
The web lead will work closely with the developer and the other website admins to ensure that products are set up correctly, collections are launched correctly, and that all regular website updates are completed on a monthly basis or per the assigned task.
The Website Lead is anticipated to engage in collaboration with the Brand Manager and the Designer to ensure that all operations pertaining to the website align seamlessly with marketing initiatives and campaigns.
The primary duties of the Website Lead encompass:
Ensuring regular updates to the homepage on a monthly basis or more frequently as per client requirements.
Guaranteeing timely implementation and removal of discount codes based on the email marketing plan.
Ensuring that all products are prepared for marketing by the predetermined dates outlined in the email marketing calendar.
Managing applications, which includes the removal of unused applications and evaluating better alternatives to streamline processes.
Ensuring efficient and timely inventory management, including the removal of sold-out items and the addition of new items.
Integrating and maintaining sales channels.
Integrating and maintaining social media platforms.
Implementing Klaviyo integrations.
The Website Lead serves as the primary point of contact for addressing client inquiries related to website matters. They should maintain availability to the client and promptly assist with any website tasks requested.
The Website Lead is responsible for delegating design-related assignments to the Account Designer and ensuring their timely implementation on the website.
In collaboration with the Developer and other website administrators, the Website Lead ensures the correct setup of products, successful launches of collections, and the completion of regular website updates on a monthly basis or as per assigned tasks.
The web lead is responsible for maintaining a list of approved apps that we recommend using as well as their intended purpose.
The Web Lead is responsible for assigning and managing tasks given to web admins or developers.
Website Administrator
Website Admins are responsible for product setup.
On retail websites depending on the integration that the website has, they are responsible for adding the images, and product details to all products and preparing them for launch by the necessary deadline.
For brand sites, the web administrator should liaise with the web lead to ensure that all of the products have been synced from the warehouse system and then the web admin should proceed with product setup based on the requirements of the site in question.
Web admins are expected to be able to execute tasks assigned by the web lead. Such tasks include:
Banner updates
Discount code management
Typographical corrections
Inventory management
Product Categorization
Metafield completion.
Web admins are expected to understand how each site assigned to them operates and should strive to assist the web lead with as many tasks as possible.
Web administrators are expected to be able to set up and maintain color swatches for all products, and should be able to create new products as needed.
Website Developer:
The Web Developer is anticipated to have the capacity to competently execute each of the duties of the Web Administrator. However, their primary focus is on undertaking specific endeavors, customization activities, and developing unique applications.
Recourse to the services of the Web Developer is recommended in instances where there is a necessity for achieving a particular functionality and there is an absence of an application catering to such a need. Existing apps are always the preference.
The Web Developer is also tasked with implementing theme customizations that exceed the standard modifications available within the Shopify customizer.
It is imperative that all customizations are carried out in a manner that facilitates future updating of the customized sections by Web Administrators. This entails ensuring that the customization can be utilized without the need for coding inputs.
The Web Developer bears the responsibility for executing all CSS customizations and all aspects of Liquid code development or implementation.
While the Web Developer can provide support to the Web Lead or Web Administrators, they are not expected to engage in day-to-day site management activities.
The primary focus of the Web Developer should be on creating new websites, customizing existing sites, and undertaking particular projects as assigned by the Chief Executive Officer.
Operations Administrator:
The role of an Operations Administrator within a digital marketing agency like Custom Brand Service is crucial for ensuring the smooth operation and efficiency of the agency's internal processes. Here’s a detailed description of the role based on the responsibilities outlined:
Primary Liaison Between CEO and Staff:
The Operations Administrator acts as the main conduit for communication between the CEO and the agency's staff. They ensure that directives from the CEO are communicated clearly and implemented effectively across the organization. This role involves coordinating meetings, disseminating information, and facilitating open channels of communication to ensure alignment with the agency’s strategic goals.
Responsible for Overall Internal Quality Assurance:
This individual is tasked with overseeing the agency's internal quality assurance processes. They implement standards and procedures designed to maintain high-quality output across all departments, from marketing campaigns to client communications and project management. The Operations Administrator regularly reviews processes and outputs, identifies areas for improvement, and works with teams to implement changes that enhance the quality of the agency's services.
HR Responsibilities:
The Operations Administrator has significant human resources responsibilities, including staff onboarding, general training, and internal organization. They manage the recruitment process, from interviewing to hiring, ensuring that new hires are seamlessly integrated into the agency. This role also includes managing staff records, coordinating professional development opportunities, and ensuring that the agency's organizational culture is positive and productive.
Permissions Management:
They are responsible for managing permissions across various internal systems and platforms, ensuring that staff have access to the tools and information necessary to perform their roles effectively. This includes maintaining secure access protocols and regularly auditing access permissions to safeguard against unauthorized access and ensure compliance with data protection regulations.
Internal Structure Organization:
The Operations Administrator plays a key role in organizing the agency's internal structure. This involves designing and implementing efficient workflow processes, departmental organization, and project management frameworks. They work closely with department heads and the CEO to ensure that the organizational structure supports the agency's strategic objectives, facilitates collaboration, and maximizes operational efficiency.
In essence, the Operations Administrator is a central figure in the management and operational efficiency of the agency. They ensure that internal processes run smoothly, quality standards are upheld, and the organizational structure is optimized for success. Their role supports the agency's ability to deliver exceptional services to clients while fostering a positive and productive work environment for staff.
CEO:
Client Acquisition and Relationship Management:
The CEO is at the forefront of acquiring new clients, ensuring that the agency's portfolio continuously grows. This involves networking, marketing, and leveraging personal and professional contacts to attract new business.
They play a crucial role in managing client relationships, acting as the ultimate point of contact for high-level discussions, conflict resolution, and ensuring client satisfaction. This includes regular communication and meetings to understand client needs and expectations fully.
Billing and Client Liaison:
The CEO oversees the financial aspects related to client management, including billing, contracts, and negotiations, ensuring that the agency's services are competitively priced and that financial transactions are transparent and accurate.
They act as a liaison between the client and the agency's internal teams, facilitating effective communication and ensuring that client requirements are accurately conveyed and understood.
Strategic Direction and New Technologies:
Responsible for steering the agency's strategic direction, the CEO makes critical decisions regarding market positioning, service offerings, and long-term goals. This includes analyzing market trends and adapting the agency's focus to meet evolving digital marketing landscapes.
The CEO is tasked with researching and implementing new technologies and processes that can enhance the agency's offerings, improve efficiency, and provide clients with cutting-edge marketing solutions.
Performance Analysis and Reporting:
They are involved in data analysis, evaluating the performance of existing accounts to identify trends, opportunities for improvement, and areas of success. This analytical approach helps in refining strategies for better outcomes.
The CEO prepares and delivers monthly performance reports for clients, offering insights into the campaigns' success and areas for future focus. This transparency and accountability strengthen client trust and retention.
Service Offerings and Marketing Techniques:
A key responsibility is the development and introduction of new service offerings, ensuring that the agency remains competitive and meets the diverse needs of its clientele. This involves staying abreast of industry developments and client feedback to tailor services accordingly.
The CEO innovates and implements enhanced marketing techniques, constantly seeking ways to improve campaign effectiveness, client engagement, and overall return on investment for the agency's services.
Collaboration and Team Leadership:
Working closely with the web lead and brand managers, the CEO ensures that client deliverables are met on time and to the highest standard. This collaborative leadership style ensures that all team members are aligned with the client's objectives and the agency's goals.
They are responsible for fostering a culture of excellence, innovation, and continuous improvement within the agency, leading by example and inspiring team members to achieve their best.
New Client Outreach and Retention:
Beyond just acquiring new clients, the CEO is deeply involved in client retention strategies, ensuring that the agency not only attracts but also maintains strong, lasting relationships with its clients. This includes offering exceptional service, understanding and adapting to client needs, and providing value that encourages clients to continue their partnership with the agency.