Priority Action List — Do These First
| # |
Client |
What's Due |
Deadline |
| 1 |
Sergeant Grit |
TOFU ad graphics |
Thu, April 2 |
| 2 |
Rally Felt Co. |
TOFU ads |
Thu, April 2 |
| 3 |
Kagala |
2 new ads |
Thu, April 2 |
| 4 |
Fiber |
TOFU ad graphics |
Fri, April 3 |
| 5 |
Foreplay |
1-2 additional MOFU ads (yacht party) |
ASAP |
| 6 |
Exclusive Matchmaking |
Publish ads in builder + get client approval on videos |
ASAP |
1
Sergeant Grit
Due: Thu, April 2
What Carlie was doing:
TOFU (top of funnel) ad graphics
Ad types:
Single image graphics
Status:
Carlie was working on these graphics. Status unknown — she may not have finished them.
Action needed:
Note: No client contact info surfaced in emails — Kathryn manages this one on the ad side. Ask Kathryn for the creative brief and any brand assets.
2
Rally Felt Co.
TOFU Due: Thu, April 2
What Carlie was doing:
Nothing directly — Samia owns this account's creative
Client contact:
Rikki Moss
Account manager:
Isaac H
Ad types:
Image/graphic ads across TOFU, MOFU, BOFU
Current status:
MOFU/BOFU ads submitted to client for approval — client has NOT responded to edits Samia made. Samia was already following up as of today's meeting. Meta ads actively running (~$2,000/week billing). Weekly client meetings on Wednesdays with Isaac.
Action needed:
Client Quirks
- Rikki is a photographer (birds) and very visual. She wants to scale ad spend to hit $2,500-$3,000/day across platforms.
- Monthly subscription box product changes monthly — new assets come in from their team.
- Check "everything folder" for April monthly assets launching April 1.
3
Kagala
Due: Thu, April 2
What Carlie was doing:
Kathryn assigns 2 new ads periodically
Ad types:
Ads (type not specified — ask Kathryn)
Status:
Kathryn brought this up in today's meeting and assigned 2 ads.
Action needed:
4
Fiber
Due: Fri, April 3
What Carlie was doing:
TOFU ad graphics
Ad types:
Single image graphics (TOFU)
Status:
Carlie had not started or was early in progress. No drafts surfaced.
Action needed:
5
Foreplay (Forplay Inc.)
ASAP
What Carlie was doing:
MOFU/BOFU ad creatives — images and video
Client contacts:
Bianca Duarte (eCommerce Manager, biancad@forplayinc.com), Jan Delos Santos (jan@forplayinc.com)
Account manager:
Kathryn Rogers (ads), Dmytro/Igor (Google Ads)
Ad types:
Video and image ads for Meta (Facebook/Instagram)
Current status:
Carlie sent Yacht Party launch ads on March 25 — client approved them. Yacht Party launched Thursday, March 26 at midnight Pacific time. Ad links pointed to: forplaycatalog.com/collections/swimwear. One of the recent launches "didn't do very well" per Kathryn. Google Ads ROAS at 277% — brand search keyword "for play" has overpriced CPC, team adjusting strategy.
MAJOR ISSUE: Meta lawsuit about children's safety has caused Forplay's ads to be flagged for "sexually suggestive content" (lingerie/swimwear models). Ads are not being served to new people. Carlie received an email from Meta about this and was going to forward it to Kathryn.
Action needed:
Client Quirks
- Client provides their own creative assets via Canto.
- Forplay is a lingerie/swimwear brand — imagery is inherently provocative, which is why Meta is flagging it. Be mindful of Meta's ad policies when creating new ads.
- The client team is responsive and professional.
Email thread: "Forplay's Marketing Thread" — CC includes Will, Reileigh, Dmytro, Igor, Bianca, Jan, Lou Rahim, Carlie
6
Exclusive Matchmaking
ASAP
What Carlie was doing:
Video creatives and image ads for Meta funnel campaigns
Client contact:
Susan Trombetti (susan@exclusivematchmaking.net)
Account manager:
Isaac H
SEO:
Andy Misek
Ad types:
Video ads and image graphics — targeting men, women, and both audiences separately
Current status:
Carlie made video edits on Friday March 27 based on Susan's feedback, sent them over — no response yet. In the ad builder (as of today's meeting): 3 ads in MOFU dated March 19, 1 ad in TOFU — but Kathryn could only see 3 total in the builder. Carlie said she'd check and make sure they're all published. Susan wants A/B testing on each graphic — needs 2 versions for "general" audience and 2 for "men". Carlie needed to make one more version for one of the sets for A/B testing.
Action needed:
Client Quirks — Read Carefully
- Susan is extremely picky about the people in ads. She specifically said AI-generated people "aren't pretty enough." Expect pushback on imagery.
- She will not turn things around same-day — she travels a lot and is often away from her desk.
- She prioritizes funnel ads that "make her money" over Richard's dating ads.
- There's a secondary campaign for "Richard" (a male client of hers) — his ads haven't worked since fall, lower priority.
- Susan has strong opinions and communicates frequently. She's responsive but on her own timeline.
- Will is personally getting involved with her website issues (site speed, SEO, sitemap problems). She's a high-touch client.
7
Texas Tortilla
No Action Needed
Status:
Client left. Product had a mold problem — fresh tortillas were growing mold during shipping. Daniel told Carlie to stop working on graphics. Nothing to do here.
8
Remove Bad Reviews (RBR)
What Samia was doing:
Samia created ads for this client previously. Will made edits around March 12.
Client contacts:
Richard Batchelor (RBatchelor@nejamelaw.com), Carolina Prado, Mark NeJame
Status:
Unclear — may have stalled. Kathryn asked Will about the status and hasn't heard back. Weekly meetings on Thursdays. Leads are actually increasing (27 → 41 → 140 from Jan–Mar) but sales conversion has collapsed. Will suspects email deliverability issues — client's DNS records are misconfigured, emails going to spam. Will met with their team but couldn't get DNS access to fix it. This is primarily a tracking/infrastructure problem, not a creative problem right now.
Action needed:
Access & Tools Samia Will Need
| Tool / Platform |
What For |
Who to Ask |
| Facebook Business Manager |
Access to all ad accounts for these clients |
Kathryn Rogers or Will |
| Ad Builder (DWA internal) |
Where ads are built, published, and managed |
Kathryn Rogers |
| Forplay Canto folder |
Client-provided creative assets |
forplayinc.canto.com/v/AdCreatives/ |
| Carlie's email/files |
Any in-progress work, drafts, client conversations |
Will (IT access) |
| Client email threads |
"Forplay's Marketing Thread", "ExclusiveMatchmaking's Marketing Thread" |
Ask to be added to CC |
Immediate Asks for Will / Admin
- Add Samia to all email threads Carlie was on (Forplay, Exclusive Matchmaking, Sergeant Grit, Fiber)
- Transfer any in-progress Canva/design files Carlie had
- Grant ad builder access for any accounts Samia doesn't already have
Key People
| Person |
Role |
Context |
| Kathryn Rogers |
Ad Manager |
Assigns all creative work, manages campaigns, sets deadlines. She runs the Monday creative meeting. She's your primary point of contact for "what do I need to make and when." |
| Isaac H |
Account Manager |
Manages client relationships for Exclusive Matchmaking, Rally Felt, and others. Runs client meetings. Go to him for client context. |
| Will (William Arnett) |
Founder |
Involved in high-level client issues. Currently hands-on with RBR tracking issues and Exclusive Matchmaking website problems. |
| Daniel Martinez |
(Role unclear) |
He's the one who told Carlie to stop on Texas Tortilla. |
| Dmytro / Igor |
Google Ads team |
Manage Google Ads for Forplay and possibly others. Separate from Meta creative work. |
Weekly Rhythm
- Monday: Creative Meeting with Kathryn (you're already in this). This is where deadlines and assignments are reviewed.
- Wednesday: Rally Felt Co. weekly meeting (Isaac + Rikki Moss)
- Thursday: Remove Bad Reviews weekly meeting (Will + Richard Batchelor + Carolina)
- Friday: Exclusive Matchmaking meetings (Isaac + Susan Trombetti) — biweekly
Your Week at a Glance
Monday (Today, March 30)
- Read this document
- Get access to any tools/accounts you're missing
- Check ad builder for Exclusive Matchmaking — are all 4 ads published?
- Text Susan Trombetti about the video creatives Carlie sent Friday
- Start on Sergeant Grit TOFU graphics (due Thursday)
Tuesday (March 31)
- Finish Sergeant Grit TOFU graphics
- Create Rally Felt TOFU ads
- Create Kagala 2 ads
- Start on Fiber TOFU graphics
Wednesday (April 1)
- Rally Felt client meeting — have TOFU ready to show
- Finish Fiber TOFU graphics
- Create 1-2 Foreplay MOFU ads for yacht party
Thursday (April 2) DEADLINE DAY
- DELIVER: Sergeant Grit TOFU
- DELIVER: Rally Felt TOFU
- DELIVER: Kagala 2 ads
- RBR meeting (if still happening) — check with Will
Friday (April 3) DEADLINE DAY
- DELIVER: Fiber TOFU
- Follow up on all client approvals