What is the campaign, and who owns what?
This is an illustrative scenario, not a customer account. The people and the company are invented; every event in it maps to a real mechanism on ftes.ai, named as it happens.
The company is a software business launching a new product tier. The head of marketing wrote the campaign brief with the Marketing Strategist FTE from the template: objective, audience, channels, budget with caps per channel, dates, success criteria per channel, and the never-do list, which includes any change to positioning or pricing language. The FTE runs the campaign to the brief: it schedules the pieces, coordinates the drafts the content and social roles produce through their own gates, monitors each channel against its criteria, and proposes changes when a channel drifts. The head of marketing owns the positioning, the approvals, and the strategy.
The brief is in the Missions tab as a production mission with an objective, a target subset, a deadline, and progress.
What does the morning brief say mid-campaign?
First person: what went out yesterday across channels, what is waiting, what drifted, and spend against each channel's cap. One channel's criterion, a response measure the brief set, is behind schedule; the FTE proposes shifting part of that channel's remaining budget to the channel that is ahead, within the caps, with the evidence from both channels attached, and proposes a revised message for the lagging channel drafted through the fact gate. Two drafts from the content role and one from the social role are waiting for the head of marketing's approval, coordinated to the campaign's calendar.
The head of marketing approves the budget shift within the cap and reads the revised message.
What gets sent back, and why?
The revised message is sent back with a reason: it edges toward a positioning claim the head of marketing has not approved, describing the new tier in terms that belong to a different segment. That is a rules reason against the brief's never-do list, and the FTE re-drafts within the approved positioning. The two content drafts are approved; the social draft is sent back for tone by the brand manager who owns that role, not by the head of marketing, because each role's approvals go to its own manager even inside a shared campaign. The campaign's calendar in the Pipeline tab updates as each piece is approved.
Coordination did not collapse the gates. Each role still proposed to its own approver.
- Shift: approved within caps
- Message: sent back for positioning, re-drafted
- Drafts: approved by each role's own manager
What does the FTE's mid-campaign review say?
It is written in the first person against the brief's own criteria: for each channel, the criterion, the result so far with its source, and the FTE's reading of why. It names the channel that is behind, the shift it proposed and the head of marketing approved, and what it will watch next. It lists what is unmeasured: attribution across channels to the tier's sign-ups, which the analytics connection reports for some channels and not others, labelled as such. It ends with the FTE's recommendation for the final week and the decisions it is asking the head of marketing to make.
The head of marketing reads it in ten minutes and makes the decisions. The review is the FTE's; the judgement is the person's.
What does the head of marketing do with the afternoon?
The strategy. A conversation with the founder about whether the new tier's positioning is landing with the audience the brief named, informed by the review's channel readings but not decided by them. A decision to brief the agency on a concept for the next quarter's campaign, which the FTE will execute once approved. A note in the Brand Brain correcting a product fact the send-back revealed, with provenance. And a look at the workforce view across the marketing roles, where the combined brief shows what is waiting across content, social, ads, and the strategist, ordered by what blocks the most.
The campaign runs. The head of marketing thinks.
What does the record show at the end of the campaign?
The audit trail: the brief and its approval, every piece with its role's approval, the budget shift proposal and approval, the positioning send-back, the mid-campaign review, and the final review the FTE will write against the same criteria. The Missions tab: the objective, its progress, and its closure. At the monthly review the head of marketing will read the final review against the brief and decide whether the next campaign's brief changes anything, which is the strategic loop the FTE serves and does not own.
The library's piece on how a Marketing Strategist FTE works describes each mechanism outside the story; the campaign brief piece describes the contract the campaign ran to.