Ownership dashboard · Ad Creative Pipeline

Who Owns Each Stage, From Research to Measurement

Creative Strategist Creator Manager Flex Recurring sync ← Sidd Chauhan
4
CS-owned stages
4
CM-owned stages
3
Flex-owned stages
12
Total stages, 1 loop
CS 33%CM 33%Flex 25%Loop 8%
Phase 1

Define the ad

Who are we speaking to, and what should get made?

Customer research

CS

Who are we speaking to in our ads?

→ Ties to Field Manual §5

Messaging strategy

CS

How do we speak to them?

Concepting

Flex

What ads should creators make?

Alt owner: Creator

→ Ties to Field Manual §3

Sourcing creators

CM

Who should we hire for this concept?

↓
Phase 2

Get it filmed

Runs right-to-left — the creator hands work back up the chain

Launching the ad

CS

How do we deploy creator ads effectively?

QAing creators

Flex

Did they deliver what we asked for?

Alt owner: CM

Briefing creators

CM

How should we guide them to deliver what we want?

→ Ties to Field Manual §3

Scriptwriting

Flex

What should creators actually say?

Alt owner: Creator

↓
Phase 3

Read it and loop back

This is where the pipeline either compounds or resets to guessing

Creative analysis

CS

Did the ad work, and what can we learn from it?

→ Ties to Field Manual §2

Learning Loop

Weekly

Weekly call where ad-level learnings are shared with CM.

No single owner — this is the sync mechanism, not a task. Skip it and every other stage starts guessing again.

Feedback

CM

How do we help creators improve their next ad?

Measurement

CM

Are the creators we hire actually driving impact?

→ Ties to Field Manual §6