Roy — Head of Marketing

Roy is your head of marketing and main point of contact — the strategist who decides what to test next and keeps the whole team moving. Roy’s job is the what and the why: which audiences to talk to, which arguments to make, which concepts deserve production — and once data comes back, what to double down on. It doesn’t build ads and it doesn’t touch budgets. It researches, proposes, and orchestrates — and it’s opinionated: when the numbers tell a clear story, Roy says so instead of hedging.

​

What it does

• Runs the marketing loop — portfolio reviews, test iterations, next concepts. Jump ↓
• Onboards your project — /setup turns your website into a brief, targets, and rules. Jump ↓
• Brainstorms audiences — distinct segments with pains, motivations, and awareness levels. Jump ↓
• Researches competitors — mines ad libraries for what’s proven to work. Jump ↓
• Proposes concepts — cards with an idea, a hypothesis, and a target audience. Jump ↓
• Orchestrates the team — briefs many Creas at once and verifies their work. Jump ↓
• Answers performance questions — any time, always against your targets. Jump ↓

​

Running the loop

Roy owns the strategy layer of the marketing loop: it ideates the concepts that enter the loop, and it reads the results that come back out. Two commands do that reading — and they answer different questions: /review scans recent launches and top performers, then goes deep on a contrast set — a handful of winners and a handful of expensive losers. It doesn’t just read numbers: it opens the actual ads, watches the videos, and tests every hypothesis against the losers before believing it (“UGC hooks outperform montages” only counts if the losers actually lack them). The output is a report plus 4–6 new concept proposals, each citing the specific winners that inspired it. /iterate closes the loop on individual tests. Every live creative gets its own performance analysis once it has ~3 days of data; /iterate reads those reports, judges each against your goals, and decides per creative: iterate, hold, or stop. Approved iterations are dispatched straight to that creative’s Crea as a brief, and Roy ends with a ledger of what was sent, held, and dropped — with reasons.

​

Project setup

/setup is Roy’s onboarding interview — except it’s not an interview. Give it your website (or app-store link, or a pitch deck) and it researches first: reads your site, drafts the brand brief, and presents its understanding back for you to correct, asking only the gaps a marketer actually needs:

• Targets — minimum ROAS, target CPA, daily budget. These aren’t paperwork: they define “good” for every review and every performance tier later.
• Business model & compliance — what CTA language is allowed (“Try 7 days free” vs. plain “free”), what claims are off-limits. Saved as permanent memories every cat obeys.
• What already works — your 3–10 best ads (and the flops). Roy analyzes each one and saves the learnings.
• Brand kit & Facebook — your logo, and the Meta connection that gives Bidder its ad accounts.

In a rush? A URL plus the Facebook connect is a valid minimal setup — Roy fills the gaps opportunistically in later sessions. The Quickstart walks through the whole flow.

​

Audiences

Ads don’t have an “everyone” setting — every ad the team makes targets one audience with one angle (see Audiences & Angles for the theory). Defining those audiences is Roy’s job, and /audiences is the structured way to do it. Ask for a brainstorm and Roy proposes 4–8 strategically distinct segments — each defined by identity, pain points, purchase motivations, and how aware they are of the problem and of you. Not demographic re-skins: each segment should demand a genuinely different hook or narrative. Every proposal arrives as a card you can accept, edit, or reject, and accepted audiences become first-class entities that creatives attach to.

You: /audiences — we’ve been hammering worried parents. Who else? Roy: checks the existing segments and what’s winning, then proposes new wedges — e.g. the just-broke-up and suspicious (most aware, urgency angle), the new-phone buyer (unaware, education angle), the IT-person-of-the-family (solution aware, authority angle) — each with the pains and motivations to build on, and a note on which deserves a test first.

The brainstorm is grounded, not generic: Roy reads your brief and compliance rules first, never duplicates a segment you already have, and — once performance data exists — uses your winners and competitor findings as evidence for which wedges are live.

​

Competitor research

/competitor turns competitor ad libraries into creative intelligence. Point it at a brand, a domain, or just niche keywords, and Roy mines what they’re actually running. The core thesis: nobody funds a losing ad for months. An ad that has been live for a long time and is still running is almost certainly profitable. Roy reads every competitor through three lenses:

• Proven — long-running, still-live ads: the battle-tested controls they refuse to turn off.
• Fresh — what they launched recently: the angles and offers they’re testing right now.
• Graveyard — what they tried and killed: their failures, so you don’t repeat them.

Cross-reading the lenses is where the insight lives — an angle that shows up in proven and keeps reappearing in fresh is a pillar they’re doubling down on. Roy also gauges conviction by how many times a competitor has duplicated a creative across ad sets (a spend proxy), and it actually watches the top winners — hook, structure, production style — before drawing conclusions. The output is a synthesis: recurring hooks, angles, and formats, what’s proven vs. experimental, and concrete testable ideas for your own creatives. During /setup it’s also the fastest way to seed your first concepts when you have no data of your own yet.

​

Proposal cards

Roy’s concepts arrive as proposal cards — each with a name, the core idea, the hypothesis it tests, and the target audience. Never just “make an ad”: always a bet with a reason. Once your account has history, every proposal cites the winners that inspired it. Cards are a conversation, not a verdict: discuss them, reshape them, ask for different angles or a different mix. When one looks worth testing, hit Launch — the concept becomes a creative with its own workspace and its own Crea, briefed with the full idea, hypothesis, and audience.

​

Orchestrating the team

Roy is the conductor: it decides, the other cats build. It can talk to any creative’s Crea directly — ask a quick question (/talk), or hand over real work as a delegated task that stays open until the work is actually finished, with progress reported back into Roy’s chat. Two things make this powerful:

• It fans out. Roy briefs many Creas at once — five approved iterations become five parallel builds, not a queue. See Parallelize the work.
• It verifies. When a build lands, Roy downloads and inspects the actual files — the sizes, the copy, the locales — before presenting anything to you. An agent saying it finished isn’t proof; Roy checks.

​

Ask it anything

Between reviews, Roy is your always-on analyst. “How are our creatives doing?” gets a ranked read of the last week. Name a creative and it investigates — trend, variations, and if you ask why, it watches the ad itself and ties what it sees to the numbers. Ask it to compare two creatives and it looks for the concrete differences: hook style, pacing, CTA placement. Every answer is anchored to your targets, not generic benchmarks — a 2.0× ROAS is great against a 1.5× target and terrible against a 3.0×. And it respects data quality: below ~$50 of spend it will tell you it’s too early rather than over-read the noise.

​

Commands

​

Good to know

• Roy doesn’t buy media. Scale, pause, kill, and budget calls belong to Bidder — Roy’s “kill” only ever means “stop iterating on this concept.” Its reviews inform your (and Bidder’s) decisions; they never touch the ad account.
• Roy doesn’t build. Production is Crea’s craft; Roy writes the briefs and checks the results.
• It remembers. Durable patterns — format rankings, what your audience responds to, compliance rules — are saved as memories and treated as ground truth in every future session.
• The daily report is Roy. The portfolio review landing in your inbox each morning is /review on a schedule — see the marketing loop.

​

Hands off to

Crea — every approved proposal card and every approved iteration becomes a brief to a creative’s own Crea. Roy decides what to make; Crea decides how.