AI CMO System
This work involved creating a future marketing operating model enabled by generative AI; focusing on where the technology can meaningfully reduce time, cost, and resource intensity. It created a modular ecosystem for workflows, and provided guiding principles and AI prototypes for the internal and client-facing operations for the organization. The project was developed to be able to declutter and renew the brand’s positioning, behavioral models, and communication.
Tools
Design Strategy, Figma, Replit
Objective
Create a system to optimize working structure and content flow throughout the agency and develop AI tools that arrange and evolve upon the agency's knowledge and data.
Constraints
Multi-platform content consolidation, and efficient management of information.
AI CMO System
This work involved creating a future marketing operating model enabled by generative AI; focusing on where the technology can meaningfully reduce time, cost, and resource intensity. It created a modular ecosystem for workflows, and provided guiding principles and AI prototypes for the internal and client-facing operations for the organization. The project was developed to be able to declutter and renew the brand’s positioning, behavioral models, and communication.
Tools
Design Strategy, Figma, Replit
Objective
Create a system to optimize working structure and content flow throughout the agency and develop AI tools that arrange and evolve upon the agency's knowledge and data.
Constraints
Multi-platform content consolidation, and efficient management of information.
AI CMO System
This work involved creating a future marketing operating model enabled by generative AI; focusing on where the technology can meaningfully reduce time, cost, and resource intensity. It created a modular ecosystem for workflows, and provided guiding principles and AI prototypes for the internal and client-facing operations for the organization. The project was developed to be able to declutter and renew the brand’s positioning, behavioral models, and communication.
Tools
Design Strategy, Figma, Replit
Objectives
Create a system to optimize working structure and content flow throughout the agency and develop AI tools that arrange and evolve upon the agency's knowledge and data.
Constraints
Multi-platform content consolidation, and efficient management of information.
What did this project include?
AUDITS
Branding and positioning review. Foundational research in CMS/DMS management systems. Internal audit of workflows and AI interventions.
OVERHAUL
Recreation of perspectives regarding internal and client facing systems. Redesign of workflow and cetegorization of steps for optimizations.
DESIGN SYSTEM
Creation of decision management systems, quality control, client communication alongisde new brand positioning.
DEVELOPMENT
End-to-end modular design agency work management system created with functioning funnels.
Stage 1
Foundation
The first part of this project was intensive research, looking into comparative international agencies in digital marketing services, and aligning the current situation with upcoming possibilities, while still being able to see one step further into where proposed solutions may still fail and preemptively creating a smoother system throughout.
The internal and external audit of the agency's functioning, as well as a deep understanding of the positioning and identity were conducted to create a revived structure capable of absorbing changes that come with AI.
Note: This project is presented in limited form due to NDA requirements. This page provides a brief overview of selected parts of the project.
For further information on how I conduct brand audits, and develop new managerial systems from the ground up, please contact me.
The first part of this project was intensive research, looking into comparative international agencies in digital marketing services, and aligning the current situation with upcoming possibilities, while still being able to see one step further into where proposed solutions may still fail and preemptively creating a smoother system throughout.
The internal and external audit of the agency's functioning, as well as a deep understanding of the positioning and identity were conducted to create a revived structure capable of absorbing changes that come with AI.
Note: This project is presented in limited form due to NDA requirements. This page provides a brief overview of selected parts of the project.
For further information on how I conduct brand audits, and develop new managerial systems from the ground up, please contact me.
Key Research
A peek Into the notebook:
So is the goal to create a self-sufficient AI CMO? Integration of AI into a CMS/DMS for which particular (healthy) purposes?
Where agencies feel AI impact Content creation and production methods for clients Market dynamics and consumer experiences Gap: tying this impact back to return.
Coca Cola example: Migrated 62,000 assets into a single content supply chain Unified SSO + promotion engine, enabling compliant, scalable programs Result: efficiency → reinvestment in media reach toward business goal
Copy Accelerator: ingests specs/audience/tone → campaign copy at scale
AI maturity ladder Task automation → efficiency (translate, summarize, reformat, slide drafts) Workflow augmentation → productivity (brief generation, first-draft content/code, auto-schema) Transformation → effectiveness (media/creative optimization, personalization at scale) Innovation → new value (predict needs; responsive experiences)
Challenge: rapid launches, varied audiences; need laser-segmented personalization without months of manual research.
The IBV COO study identifies 5 strategies that separate leaders from laggards: Focus on transformational growth Promote employees from AI adopters to AI orchestrators Make operations the epicenter of enterprise data Evolve from process architect to innovation catalyst Embrace AI as your co-CSCO
“Intelligent Marketing” (subset of Intelligent Experiences) - creation of a system that can support a lean team.
Can we get the AI to review data → generate an action prompt → use the prompt to gather new data → align next actions?
SEO → GEO: Optimize for generative engines as well as search; ensure brand shows up where users ask (onsite search, answer engines, etc.).
What's Changed with AI
Primary evaluation of the evelopments to the agency's workflow and management system in the last 1.5 years of larger scale adoption.
| Item | Before | After | The Catch |
|---|---|---|---|
| Target Market Research | 8-12 hours | 3-4 hours | 86% of recources are derivatives, and not primary source. |
| Design Variations | 17-24 hours | 8-10 hours | Selection in confidence of right variations |
| Transcriptions and Closed Captioning | 5-8 hours | Instant/ 1-2 hrs | Not able to completely automate due to language restrictions and translations. |
| Content Copywriting | 8-11 hours | 1 hour | Generic Copy, High level of reorientation and review required. |
| Competitive Positioning | Full time role | Part time role | Automated messaging systems unable to identify edge cases and multilateral perspectives. |
| New Client Acquistion | Part of Marketing Role | -35% | Speed of competitors has increased. "new and faster" surface level tools diluting market. |
| Decision Mapping | 8-10 hours | 2-3 hours | Meetings and new hires/voices causing clutter and loss in heirarchy. |
| Satisfaction and Confidence | 9.0/10 | -50% | Unsure, overwhelmed by options and speed, lack of confidence. |
| Team Dynamic | 8.0/10 | -20% | Lower performance confidence and team dynamic due to hiring processes. |
What's Changed with AI
Primary evaluation of the evelopments to the agency's workflow and management system in the last 1.5 years of larger scale adoption.
| Item | Before | After | The Catch |
|---|---|---|---|
| Target Market Research | 8-12 hours | 3-4 hours | 86% of recources are derivatives, and not primary source. |
| Design Variations | 17-24 hours | 8-10 hours | Selection in confidence of right variations |
| Transcriptions and Closed Captioning | 5-8 hours | Instant/ 1-2 hrs | Not able to completely automate due to language restrictions and translations. |
| Content Copywriting | 8-11 hours | 1 hour | Generic Copy, High level of reorientation and review required. |
| Competitive Positioning | Full time role | Part time role | Automated messaging systems unable to identify edge cases and multilateral perspectives. |
| New Client Acquistion | Part of Marketing Role | -35% | Speed of competitors has increased. "new and faster" surface level tools diluting market. |
| Decision Mapping | 8-10 hours | 2-3 hours | Meetings and new hires/voices causing clutter and loss in heirarchy. |
| Satisfaction and Confidence | 9.0/10 | -50% | Unsure, overwhelmed by options and speed, lack of confidence. |
| Team Dynamic | 8.0/10 | -20% | Lower performance confidence and team dynamic due to hiring processes. |
Modular Design Environment
The Marketing Agency Map
Quality Guild (Council of Elders)
Technical foundation team that ensures a stable, secure platform for use cases to build upon.
North Star
Client‑visible dashboards → trust & renewals: transparent command decks correlate with multi‑service expansion.
Rival Territory
Provides perspectives and benchmarks for performance.
Graveyeard
Where ideas and tasks are laid to rest.
Unknowns
Beyond the boundaries, unexplored wilderness.
Farm
Design and creative content creation, involving all aspects of videos, content copy, and SEO.
Client
The tourists who are connecting with your kindom. Welcome!
The Waterfall (Artery of Workflow)
Action office that owns and coordinates the strategy and execution of initiatives. Systemized craft → better margins: design‑ops playbooks reduce cycle time 15–30% while increasing first‑pass quality.
Lighthouse (Leadership dashboard)
Cross-functional teams that build and roll out individual use cases. A single command deck for leadership and client sponsors: Momentum Score, Work Velocity, Client Health, Weekly narratives.
The Token Mine
AI tools created to prepare high-standard, testable work with behavior-changing intensive data management systems. 90 day prototypes.
Event Bay
Lightweight messaging backbone where nodes publish/subscribe to events like AnomalyRaised, DecisionOpened, AssetApproved, ExperimentResult. Decouples modules so the system stays modular- tools can change without rewiring everything, creates audit trail.
Light House
Intelligence and Decision layer
Mine
Waterfall
Guild
The lighthouse brings together performance, client and delivery signals to show what is changing, what matters and where attention is needed. Rather than acting as a reporting dashboard, it turns information into clear direction for teams and leadership.
Components
Momentum Score: Shows whether a client or initiative is gaining or losing momentum.
Work Velocity: Tracks pace, delays, rework and decision bottlenecks.
Client Health: Gives a wider view of delivery, engagement and relationship risk.
Anomaly Detection: Flags unusual or meaningful shifts that may require action.
Forecasting & Uplift: Helps estimate likely outcomes and potential performance gains.
Decision Memos: Summarizes what changed, why it matters and what decision is required.
Light House
Intelligence and Decision layer
Mine
Waterfall
Guild
The lighthouse brings together performance, client and delivery signals to show what is changing, what matters and where attention is needed. Rather than acting as a reporting dashboard, it turns information into clear direction for teams and leadership.
Components
Momentum Score: Shows whether a client or initiative is gaining or losing momentum.
Work Velocity: Tracks pace, delays, rework and decision bottlenecks.
Client Health: Gives a wider view of delivery, engagement and relationship risk.
Anomaly Detection: Flags unusual or meaningful shifts that may require action.
Forecasting & Uplift: Helps estimate likely outcomes and potential performance gains.
Decision Memos: Summarizes what changed, why it matters and what decision is required.
Light House
text
Mine
Waterfall
Guild
More
Elements:
The Event Bay
Essentially the integration and communication backbone underneath Lighthouse, Mine, Waterfall, and Guild. It is not meant to be another visible "room" in the system. Think of it as the internal nervous system that lets every tool react to what happens elsewhere. It is what changes the framework from a collection of AI tools into an operating system.
The Event Bay
Essentially the integration and communication backbone underneath Lighthouse, Mine, Waterfall, and Guild. It is not meant to be another visible "room" in the system. Think of it as the internal nervous system that lets every tool react to what happens elsewhere. It is what changes the framework from a collection of AI tools into an operating system.
KPI Autopilot
KPI Autopilot converts performance changes into recommended interventions. When a metric moves outside an expected range, it helps identify likely causes, proposes focused actions or experiments, and routes approved responses into the delivery workflow.
KPI Autopilot
KPI Autopilot converts performance changes into recommended interventions. When a metric moves outside an expected range, it helps identify likely causes, proposes focused actions or experiments, and routes approved responses into the delivery workflow.
North Star
North Star is the audience and market intelligence module within Mine. It analyses customer language, behaviours and emerging signals to build a clearer picture of motivations and opportunities, helping sharpen positioning, messaging and strategic direction.
North Star
North Star is the audience and market intelligence module within Mine. It analyses customer language, behaviours and emerging signals to build a clearer picture of motivations and opportunities, helping sharpen positioning, messaging and strategic direction.
The Gates
Gates are structured review checkpoints that control how work progresses through the system. Bronze, Silver and Gold levels apply increasing levels of scrutiny depending on the risk, complexity and visibility of the work, covering areas such as strategic fit, quality, accessibility and launch readiness. Once a gate is passed, a Seal records that the work has been reviewed and approved to move forward.
The Gates
Gates are structured review checkpoints that control how work progresses through the system. Bronze, Silver and Gold levels apply increasing levels of scrutiny depending on the risk, complexity and visibility of the work, covering areas such as strategic fit, quality, accessibility and launch readiness. Once a gate is passed, a Seal records that the work has been reviewed and approved to move forward.
Sucess Metrics
Performance improvement within the agency post -development.
| Item | Rate | Improvement |
|---|---|---|
| First-round Satisfaction | + 14% | Higher confidence in work and second-round corrections. |
| Data Handling Errors | - 30% | Reduced conflict in transfer and input of data between stages. |
| Accessibility in UI/UX | + 75% | Easier navigation, communication, and storage, as well as clearer understanding of information. |
| Content Copywriting | + 40% | Improved content and quality due to guildelines set into place and organized information fed to the AI system prior to work. |
| Team Organization | + 60% | By limited communication to high value and visualizing information into high quality short form content, less pressure developed overall. |
| Quality of Content | + 15% | Improved performance of outputs provided in campaigns and to clients. |
| Client Satisfaction | +20% | Increase in trust and satisfaction for clients managed by the agency in work performance and results. |
Sucess Metrics
Performance improvement within the agency post -development.
| Item | Rate | Improvement |
|---|---|---|
| First-round Satisfaction | + 14% | Higher confidence in work and second-round corrections. |
| Data Handling Errors | - 30% | Reduced conflict in transfer and input of data between stages. |
| Accessibility in UI/UX | + 75% | Easier navigation, communication, and storage, as well as clearer understanding of information. |
| Content Copywriting | + 40% | Improved content and quality due to guildelines set into place and organized information fed to the AI system prior to work. |
| Team Organization | + 60% | By limited communication to high value and visualizing information into high quality short form content, less pressure developed overall. |
| Quality of Content | + 15% | Improved performance of outputs provided in campaigns and to clients. |
| Client Satisfaction | +20% | Increase in trust and satisfaction for clients managed by the agency in work performance and results. |
Conclusion:
How It Works
The framework works as a connected but modular operating system, designed to strengthen decision-making, creative quality and performance without forcing every project through the same rigid process. Each pillar has a distinct role, but the real value comes from how they reinforce one another: insight can move into action, execution can feed learning back into strategy, and quality remains embedded throughout rather than added at the end. Because the system is modular, teams can activate only the tools and layers relevant to a specific client, challenge or level of maturity, while still working within one shared logic. This makes the framework adaptable, scalable and capable of evolving as new AI capabilities, workflows and services are introduced. It is mean to collect information as well as gain from it by growing from itself in true manner of circular design.
This portfolio only shows the core structure and selected components of the system due to NDA. For more detail on the deeper logic and the framework in practice, I am open to discussing more on call within my abilities.
I very much loved working on the project to develop the end-to-end system, and enjoyed every stage of in depth critiques with asking questions and going into deep dives for more about how to develop a service and tool that would create profit for the business. I appreciated the creative ability to use narratives to develop something that would feel comfortable for the users, as well as successfully elevate the agency in all aspects.
