dtc-growth-playbook

DTC Growth Playbook Plugin

A modular marketing science playbook and audit toolkit for DTC and ecommerce brands. Gives Claude deep knowledge of campaign strategy, creative testing, funnel optimization, and measurement — loaded automatically during audits and strategy work. Includes a human voice protocol to make all content sound natural.

What's Inside

13 playbook chunks covering:

• Campaign Strategy — Three-layer TOF framework (Reach → ATC → Purchase), Meta Andromeda best practices, budget ratios by client maturity
• Creative — Hook/Body/CTA testing model, 3:2:2 method, MAT (Messaging Architecture Testing), 70/20/10 budget rule
• Scaling & Frequency — Frequency thresholds by AOV tier, scaling sequence, narrow delivery diagnosis
• Email & SMS — Flows vs campaigns, nurture series design, Klaviyo 2026 benchmarks
• Measurement — Three-layer attribution stack, incrementality testing, cross-platform validation
• Benchmarks — Funnel targets with sources (Meta, Klaviyo, Stroud framework)
• Specialized — High-ticket ($200+ AOV), low-ticket (under $100), channel allocation, list building, post-purchase

5 skills:

Skill	Purpose
playbook-reference	Auto-loads relevant playbook chunks during audits and strategy work
client-audit	Full 8-phase client growth audit with DOCX report generation
cro-audit	CRO diagnostic audit across website, GA4, Meta Ads, and Google Ads with DOCX report
seo-audit	SEO audit with keyword research, on-page analysis, content gaps, technical checks, competitor comparison
human-voice	Eliminate AI tells from any written content — banned words, structural patterns, tone fixes

5 commands:

Command	Purpose
/playbook	Browse or search the playbook manually
/audit	Run a full client growth audit
/cro-audit	Run a CRO diagnostic audit
/seo-audit	Run an SEO audit
/humanize	Make content sound human (eliminate AI tells)

How It Works

Automatic: When you ask Claude to run an audit, analyze campaigns, or do strategy work, the playbook-reference skill triggers and loads only the relevant chunks. No manual setup needed.

Manual: Type /playbook to browse the full playbook, or /playbook [topic] to search for a specific topic (e.g., /playbook frequency, /playbook andromeda).

Audit: Type /audit or say "run a client audit" to start a full growth audit. Claude will walk through all 8 phases — from evidence collection to a polished DOCX report — using playbook benchmarks throughout.

CRO Audit: Type /cro-audit or say "run a CRO audit" to diagnose conversion rate issues. Covers website UX, GA4 funnels, Meta Ads, and Google Ads with a DOCX report output.

SEO Audit: Type /seo-audit or say "audit their SEO" to analyze search optimization. Covers keyword research, on-page SEO, content gaps, technical SEO, and competitor comparison.

Humanize: Type /humanize or say "make this sound human" to eliminate AI tells from any content. Works on emails, social posts, blog articles, product copy, cover letters, and client comms.

Architecture

All playbook chunks live in references/ at the plugin root. All skills reference them via ${CLAUDE_PLUGIN_ROOT}/references/. This means:

• One place to update when the playbook evolves
• Any new skill can access the shared knowledge base
• No duplication across skills

Sources

Built from the Stroud Marketing Science Framework (30+ Zoom calls), Klaviyo 2026 benchmarks, Meta Andromeda documentation (October 2025 global rollout), internal strategy sessions, and AI writing detection research (Carnegie Mellon, GPTZero, Wikipedia AI Cleanup).

Requirements

For the playbook-reference skill, /playbook, and /humanize commands: No special setup needed. Works in any Cowork session.

For the audit skills (/audit, /cro-audit, /seo-audit):

• Claude in Chrome extension — Required. The audit skills use browser tools to inspect websites and platforms in real time. Without Chrome connected, the evidence collection won't work.
  • Enable in Cowork: Settings → Desktop app → Claude in Chrome
  • The Chrome extension must be installed and connected before starting an audit
• Platform access — You need to be logged into the platforms you want to audit (Shopify admin, Meta Ads Manager, GA4, Google Ads, Amazon Seller Central, etc.) in Chrome before starting
• Computer use — Enable in Settings → Desktop app → Computer use (used for scrolling dashboards and interacting with platform UIs)

Install

/plugin install github.com/tdeeh8/dtc-growth-playbook

Updating

The plugin maintainer updates playbook chunks as new patterns are confirmed across clients. Install from the GitHub repo to get automatic updates.