AI-enabled Marketing Operating Model

The safest and smartest first move into agentic AI

  • Designed and operationalised in 8–12 weeks

  • Process-first foundation. AI-enabled execution.

  • Designed for organisations navigating growth and operational complexity

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AI only creates value when built on clear systems

AI is now accessible to everyone, yet inside many organisations, a more important question remains:

Where is AI genuinely improving productivity?

The gap is rarely technical, it is structural.

Many organisations introduce AI into isolated tasks before clarifying the system those tasks depend on. They automate outputs without first defining ownership, workflows, approval paths, data integrity.

As a result, activity increases, but outcomes do not. Most organisations apply AI to tasks but very few to decision systems.

The organisations seeing real impact have done something different.
They documented their processes, clarified workflows and ownership and aligned governance and data models.

Only then did AI begin to amplify performance.

Structured intelligence

The Problem

  • Marketing execution relies on informal processes

  • Practical tools and standards are not consistently accessible

  • Each campaign is rebuilt from scratch

  • Briefs are inconsistent, slowing execution

  • Execution does not compound into growth, and learning is lost

The Shift

The Outcome

  • Clear, execution-ready rules, templates and guidelines

  • Shared workflows teams actually use

  • Aligned metrics and governance

  • Faster, more consistent delivery

  • A scalable system supported by AI agents

  1. Clarify ownership & performance standards

  2. Document & structure marketing workflows

  3. Build & pilot the operating model

  4. Layer AI to amplify performance

  5. Scale the system across teams and markets

The Process

1- Process Design

Design the operating frameworks that define how marketing should work:

  • Core processes and decision rules

  • Governance and approval models

  • Templates to support execution

  • Co-designed with Marketers

2- Pilot & Validation

Test and refine the operating model through in-market pilots, ensuring:

  • Practical applicability

  • Alignment with Marketers realities and day-to-day use cases

  • Readiness for broader rollout

3- Website & AI

Enable the operating model through supporting digital infrastructure, including:

  • Branded website creation

  • AI agent configuration to operationalise the model and maximise its capabilities

Two structured layers

The Marketing Operating Model is intentionally structured around two complementary layers: strategic and technical. Together, these layers ensure that marketing activity is both well-governed and easy to execute.
The strategic layer defines what should be done and how it should be done, while the technical layer ensures this knowledge is accessible, usable, and embedded into day-to-day workflows.
This separation allows the model to remain robust and consistent, while still being agile, adaptive, and responsive to real-world execution needs.

  • The Guide Directory forms the strategic backbone of the operating model. It consists of a comprehensive and structured set of guides that define how marketing activities are planned, executed, governed, and measured across different areas.

    These guides may take the form of templates, playbooks, procedural documents, KPI frameworks, approval models, or reference standards, but collectively they serve a single purpose: maintaining unity and consistency across all marketing activity.

    The Guide Directory represents the authoritative source of truth for the operating model and provides the foundational logic upon which all execution is based.

  • The AI-enabled ecosystem translates the strategic guides into practical, on-demand execution support. It allows users to interact with the operating model in two complementary ways.

    First, in a referential mode, the AI directs users to the most relevant guides, templates, or documents based on their needs.
    Second, in a generative mode, the AI uses the Guide Directory as its knowledge base to create context-specific outputs - such as campaign plans, campaign structures, or briefs - or to guide users step-by-step through building them via structured questions, validation prompts, and summarised outputs.

    This ensures that generated outputs are not speculative, but rooted directly in the organisation’s agreed operating logic.

    The agent can live anywhere within the business ecosystem. It can operate through a dedicated interface (for example, a standalone internal website or intranet), or be embedded directly into existing environments, as a virtual team member available via chat platforms (teams, slack etc), email workflows, CRM systems and WhatsApp, or internal collaboration tools.

    This flexibility ensures the AI becomes part of day-to-day operations rather than an isolated tool.

This is for you if…

  • You want marketing execution to operate as a structured system

  • You want execution to compound into growth, not just generate more output

  • You want clear ownership, governance and decision logic

  • You want AI to strengthen decisions and performance

  • You want performance that scales consistently across the organisation

Who it’s for

Who you will work with

A grounded partnership from structure to execution

Senior thinking grounded in process, delivered with discipline.

This work is led by Eva and Kasim, combining brand strategy, operating model design and rigorous process architecture to build marketing systems that are coherent, scalable and execution-ready.

Our approach is disciplined. We design the structure before introducing automation, ensuring workflows, governance and decision logic are clearly defined. AI is then integrated as an accelerator, strengthening consistency, productivity and performance across teams and markets.

Based between Australia and Saudi Arabia, we work hands-on with leadership and teams on the ground, staying close to the work to ensure momentum, alignment and adoption.

Let’s talk!

Let’s use this conversation to understand your context and see whether this is the right fit - no pressure, no commitment.