Marketing Playbook

The PAE Marketing Playbook is a strategic document that standardizes how the Pasos al Éxito marketing team operates, ensuring efficiency, alignment, and consistent execution across all channels.

It outlines five core areas:

1. Purpose and Mission

The playbook defines marketing’s mission: position Pasos al Éxito and Margarita Pasos as the leading business scaling brand in the Hispanic market. Marketing focuses on attracting qualified leads, strengthening brand presence, and supporting revenue generation.

2. Policies

Ten core policies guide how the team maintains brand integrity, executes campaigns, manages budgets, handles content approvals, integrates customer feedback, and uses AI ethically. These rules ensure everything remains aligned with the PAE brand.

3. Processes

Clear procedures are documented for design requests, web updates, checkout systems, automations, video production, and more. Each process includes timelines, approvals, and responsibility checkpoints to minimize errors and ensure smooth execution.

4. KPIs and Performance Tracking

The playbook defines the primary marketing KPIs across four areas:

• Marketing (ROI, CAC, CPL, CLTV)
• Media buying (ROAS, CPA, reach, engagement)
• Marketing tech (automation errors, email sales)
• Website (conversion, bounce rate, SEO performance, technical errors)

5. Roles and Responsibilities

A full team structure is included, listing 12 key positions from CMO to content managers, each with clear responsibilities and system access levels. This creates accountability and clarity across the department.