The Marketing Program Manager (MPM) needs to be an expert in omnichannel Web3 Strategic Communications Programs in order to provide effective oversight and support for each of the Workstream Vendors and serve as a liaison between the “Vendors” and the GMC/DReps/Intersect/Cardano Community.

Many large communications organizations (Publicis, WPP, IPG, Omnicon) have departments with the sole purpose of providing this service – managing the delivery, measurement, reporting and optimization of multi-faceted, global marketing programs. SCRIB3 has many alumni from those organizations and we can tell you firsthand that even the blue-chip agencies would find this assignment to be incredibly challenging.

More specifically – the MPM will be responsible for:

• Working with each Workstream Vendor to define KPIs that make sense for their programs and align with business objectives

• Developing a reporting structure with each Workstream Vendor (likely monthly reports with a quarterly formal review) and also with the GMC/DReps/Intersect/Cardano Community (likely quarterly or biannually)

• Data-driven performance evaluation of each Workstream Vendor’s program in the context of agreed-upon success metrics

• Leading Program Interventions and Budget Reallocations as needed throughout the budget lifecycle

• Evaluating the Vendor or In-House Partner's fit for continuing to provide services within Cardano’s Marketing Program in 2026 and beyond

It’s imperative that the MPM has extensive experience analyzing the correlation between communications programming and business metrics.

For example, it’s important that Cardano drive increased on-chain activity in the form of transactions and various forms of dApp usage. But, it would not be appropriate to evaluate the Public Relations program in terms of new users being driven to the chain.

Public Relations, in its purest form, is a means of developing credibility and building reputation – it’s not the most effective means of maximizing distribution to the audiences most likely to convert into Cardano DAUs.

Another example – the Community program would not be appropriately evaluated in its ability to drive Brand Awareness for Cardano because it is not a mass-distribution channel on the scale of Paid Digital Advertising.

It’s no secret that efficiency is a challenge in most forms of decentralized governance in Web3 to date. Through this proposal, we’re setting Cardano’s Marketing Program up to have the same levels of controls, oversight and effectiveness as some of the most established private and public sector organizations – while maintaining the proper balances for each Worksteam Vendor (and the MPM) to be held accountable to the DReps and broader Cardano Community.

At SCRIB3, we run and oversee Marketing and Communications Programs for many of the leading projects in Web3 – such as, Metamask, Optimism, Kraken, Avalanche, Polygon, Axelar, Aptos, Uniswap and many others.

Our capabilities span Brand Strategy, Creative, Social Media, Community, Public Relations, Events, etc. – meaning we regularly oversee, measure and optimize multi-faceted programs that are comparable to Cardano’s Marketing Workstreams.

Outside of Web3, our team has experience operating as the “MPM” or “Lead Agency” for some of the valuable brands in the world executing complex, global programming including Emirates, Hanes, several Proctor and Gamble entities, Mexico Tourism Board and others.

Our agency is also applying to lead two other Workstreams in the proposed GMC Budget:

• Global Brand Strategy, Creative Campaigns & Global Creative Asset Catalogue

• Market Research, Testing & Strategic Planning

In the event we are selected to lead one or both of those Workstreams, we recommend that a subcontractor be appointed to the MPM role with the appropriate reporting structure in place to the DReps to avoid conflicts-of-interest.

Cardano is in the midst of a historic transition to decentralized governance – including the approval and implementation of its first budget as a DAO. The Growth & Marketing Committee (GMC) has put together a 2025 Marketing and Communications Program as part of that budget, totaling more than $13 million across 10 workstreams (Brand Strategy, Community Grants, Public Relations, Social Media, Events, etc.).

Following the budget and voting process, a variety of internal and external stakeholders will be taking on the execution of these workstreams. In order to generate the best possible Return on Marketing Investment (ROMI) on behalf of the Community, Cardano needs a mechanism in place to ensure the Workstreams are managed with the proper oversight, accountability and financial controls.

The GMC and DReps did not sign up to oversee and maximize the effectiveness of a 10-pronged Global Marketing Program. They (very understandably) lack the bandwidth, resources and specialized professional experience necessary to perform this function at a level that would be commensurate with Cardano’s commitment to managing its Treasury responsibly on behalf of its community.

It is equally unrealistic for the Cardano Ecosystem or its internal stakeholders to build and train a team in the near-term capable of providing effective oversight and optimizing a program of this scale.

The solution to this problem is to hire an expert external agency with the requisite expertise to do so. SCRIB3 is proposing our agency to handle this workstream by providing a cohesive team of Marketing Program Managers (MPMs) to oversee each of the 10 workstreams with the goal of enabling the 2025 Cardano Marketing Program to achieve the best possible ROMI.

In addition to bringing cohesion to each of the program workstreams, the MPM will also help ensure that the millions of dollars being allocated to Cardano’s first decentralized budget will be spent considerately and in the context of Cardano’s broader business objectives. From our vantage point, allocating 3.77% of the total 2025 Marketing Budget to achieve this end is a non-negotiable.

Month 1:

• Work with each Workstream Vendor to define KPIs that make sense for their programs and are in alignment with relevant business objectives

• Develop a reporting structure with each Workstream Vendor (likely monthly reports with a quarterly formal review) and also with the GMC/DReps/Intersect/Cardano Community (likely quarterly or biannually)

Months 2-12:

• Evaluate the performance of each Workstream Vendor’s program in the context of agreed-upon success metrics

• Receive and deliver reports as defined by the Workstream and DRep cadences

• Lead Program Interventions and Budget Reallocations as needed throughout the budget lifecycle

• Evaluate each workstream's Vendor or In-House Partner's fit for continuing to provide services within Cardano’s Marketing Program in 2026 and beyond

SCRIB3’s cost to serve as the MPM and lead the Program Administration, Reporting & ROI Workstream is a monthly retainer of $40,000 USD for the 12 month period covered by this proposal.

A program of this scale (10 Workstreams) will likely require a team of 7-10 SCRIB3rs (our internal name for employees) with a mix of Program Managers and Workstream Subject Matter Experts. We don't bill by the hour and will not manage this work according to hours limits - individually or as a team. In other words, while that is our estimate, we will dedicate whatever internal resources are necessary to deliver the best work.

At SCRIB3, we run and oversee Marketing and Communications Programs for many of the leading projects in Web3 – such as, Metamask, Optimism, Kraken, Avalanche, Polygon, Axelar, Aptos, Uniswap and many others.

Our capabilities span Brand Strategy, Creative, Social Media, Community, Public Relations, Events, etc. – meaning we regularly oversee, measure and optimize multi-faceted programs that are comparable to Cardano’s Marketing Workstreams.

Outside of Web3, our team has experience operating as the “MPM” or “Lead Agency” for some of the valuable brands in the world executing complex, global programming including Emirates, Hanes, several Proctor and Gamble entities, Mexico Tourism Board and others.

This proposal covers 12 months of serving as the Marketing Program Manager (MPM) for the 10 Marketing Workstreams. Following the initial phase of setting success metrics and best practices with each workstream, the MPM will be closely involved in the measurement, reporting, evaluation and optimization of the Marketing Program through the year.

The proposal will (hopefully) be endorsed by the Growth and Marketing Committee and is one of the workstreams included in the Draft 2025 Marketing Budget being submitted to the DReps this week or next.

• Working well with each workstream we're overseeing - e.g., Social Media, Community, etc. - and the organizations they depend on.

• Working in alignment with the group(s) we’re reporting program results to – like the GMC, DReps and/or Intersect.