Participants translate funnel stages into message pairs, build holdout plans, and map creative rotation to learning objectives. The course resists shortcut templates—each arc must cite a business reason and a kill-switch metric.
Included drills
▹Arc planner canvas with guardrails for frequency caps
▹Creative pairing matrix for static vs. short motion
▹Holdout design patterns for catalog brands
▹KR holiday cadence overlay (Lunar New Year, Chuseok)
▹Mentor review of two live arcs with written notes
▹CSV export for trafficking teams
▹Office templates for stakeholder sign-off
Outcomes you ship
Publish a three-step arc with explicit exit rules
Pair messages to creative formats with fatigue thresholds
Run a paper holdout plan before spending
Lead mentor
Leo Park
Paid media strategist specializing in sequential journeys for e-commerce catalogs.
FAQ
Will you write our copy?
No. You draft copy; we stress-test sequencing, caps, and learning goals.
Does this include dynamic product ads?
We discuss DPA parameters, but feed engineering is out of scope.
Limitations?
We cannot promise channel approval of creative—policy shifts remain with each platform.
Cohort notes
“Sequential Messaging Architect finally gave our team a shared language between CRM bursts and paid social arcs. The Lunar overlay was surprisingly practical.”
Yuri · CRM lead · Google
“Anonymous quote: appreciated the insistence on kill-switch metrics; stopped us from stacking four messages blindly.”
