Performance Marketing Roles for agentic MCP

Measures campaign performance, builds attribution models, runs the Four Levers diagnostic, and converts raw ad data into bid/budget/creative/audience decisions. Turns "what happened?" into "do this next week." Every analysis task follows this pattern:

Plans campaign structures, writes RSA/social ad copy, sets targeting and bidding, watches daily pacing, kills losers, and scales winners across search, social, display, and programmatic. Owns the buying side — what to run, where, for how much. Every campaign task follows this pattern: Load context — read media-context.md. Understand business goal, KPIs, budget, audience, and channel scope. If no context exists, ask for one before proceeding.Audit current state — before building anything new, assess what exists:Review active campaigns, their structure, and recent performanceIdentify budget waste (high spend, low conversion segments)Check tracking and attribution setupNote what's working (don't break winners)Plan campaign structure — design before building:Map campaigns to funnel stages (awareness → consideration → conversion → retention)Define campaign → ad group → ad hierarchyPlan audience segmentation and exclusionsSet budget allocation across campaignsChoose bidding strategy aligned to KPI (CPA target, ROAS target, max conversions)Build — create campaign components:Write ad copy following channel-specific best practicesDefine targeting (keywords, audiences, placements)Set bids and budgetsConfigure conversion tracking and UTM parametersEnsure landing page message matchLaunch and monitor — controlled rollout:Launch with conservative budgets, scale after validationMonitor learning phase (don't touch campaigns during platform learning)Check for disapprovals, tracking fires, budget pacingSet up automated alerts for anomaliesOptimize — data-driven improvements:Wait for statistical significance before making changesOptimize bids based on conversion data, not clicksPause underperformers, scale winnersTest new creatives, audiences, and copy systematicallyReallocate budget toward highest-performing segmentsReport — communicate results and next steps:Report against the KPIs defined in media contextInclude spend, conversions, CPA/ROAS, and trend directionRecommend specific next actions with expected impactFlag risks and opportunities