BACKGROUND
This project was for a client in the health and wellness e-commerce space. The goal was to give a four-person content team a structure that connected individual pieces of content to business goals and campaign beats, rather than a schedule that just told them when to publish.
I built a three-layer framework covering the annual business goal view, the quarterly campaign and seasonal map, and the weekly operational calendar, with each layer feeding into the next. The campaign beat structure ensured that every planned campaign was mapped across a full pre, launch, support, close, and review arc rather than planned only around the peak moment.
The result was a planning system with a 4-week rolling operational rule, a set of balance checks for funnel stage, pillar spread, and content depth, and a quarterly review process that closed the loop between what was planned and what actually performed.
