Valicy $7?& %+$7 ?&%× Catch
The first phase built the foundation. This phase builds the department. An expanded, embedded engagement to lead marketing across both sides of the business and stand up the team that runs it.
From leading it
to building it.
The original engagement was scoped as strategic leadership at 20 hours per week. A few months in, the real need is clear: Valicy needs a more embedded marketing leader. Someone building the team, the systems, and the infrastructure across every wing of the company. With the team, in the offices, on casino floors. This proposal restructures the partnership around that reality.
What we've
built so far.
Every piece had a job: define the brand, own the platform, start the department. Tap any item for the why.
+Brand guidelines, publishedShipped
One source of truth, one permanent home.
+Brand voice + Tone TesterShipped
The voice, defined and testable. Anyone can check their writing against the brand.
+New website, built & migratedShipped
A platform the team owns, with live careers. Built to grow in sprints.
+CARE buildoutShipped
Pillars, Pulse Check, and request forms. Culture made visible and usable.
+Culture HubShipped
Manifesto, values, and voice tools in one place. The inside brand, done right.
+Team assessment & needs mapShipped
Honest read on roles, gaps, and structure. The blueprint this proposal executes.
+Hiring supportOngoing
Job descriptions, interviews, and role design with real growth paths.
+G2EOngoing
Assets, planning, and support for the biggest stage of the year.
+Merch & employee storeOngoing
Sourcing, quality, and the store. Merch as a brand touchpoint, not a checkbox.
+Product & sales supportOngoing
Launch marketing and casino activations, built into a repeatable framework.
+Internal HR hubIn process
Benefits and resources where employees already are, built with HR.
+Phase 1 social strategyIn process
Platform-specific strategy with a cadence the team can sustain.
+Annual roadmap & budgetIn process
A yearly plan and a starter budget. Marketing that runs like a company.
+Leadership presenceIn process
How leadership shows up online: owned profiles, owned stories.
Two sides.
One brand.
Marketing at Valicy touches every part of the company. The role covers both sides, with one leader keeping them aligned.
Product
How Valicy sells, launches, and shows up in the market.
- Sales team support & enablement
- Game & cabinet launch marketing
- Development collaboration
- External marketing & campaigns
- Trade shows & casino activations
Brand
How Valicy shows up as a company, to its people and its community.
- Recruiting & employer brand
- CARE & culture initiatives
- HR partnership & internal comms
- Brand standards across every touchpoint
- Leadership & company presence
One creative standard, one voice, and one team structure serving both sides, so product and brand never drift apart.
Built in,
not bolted on.
A set cadence: leadership in the room, the team moving daily, ownership informed.
Stand-ups
A quick huddle with the marketing team, in person or remote. Priorities set, blockers cleared.
Office visits
In-office work days alongside the team, sitting in on sales, dev, and HR conversations.
Leadership sync
A standing session with leadership on priorities, progress, and decisions that need a call.
State of the union
A written report to ownership: what shipped, what's moving, where the department is headed.
Travel
Other offices, other teams, casino floors, and shows. Seeing the company where it actually operates.
Standing up
the department.
Beyond the day-to-day, this phase has one structural goal: a marketing department that runs like one.
Team structure
Defined roles, clear lanes, and growth paths for the current team. Hiring and onboarding for the roles still to fill.
Systems & process
Repeatable frameworks for launches, events, and content, so quality doesn't depend on any one person's memory.
Budget & planning
A real department budget, an annual calendar, and a roadmap the whole company can see.
Leadership development
Coaching the team toward running more of this without me, so the department outgrows the engagement.
Structure & terms.
6 months. Stepping into this role means restructuring how Catch serves its other clients. A six-month commitment lets both sides build for real, then renews on terms that fit where the department stands.
Embedded marketing leadership across Product and Brand: strategy, team building, daily direction, on-site presence, and ownership-level reporting.
Additional Catch services, like social media community management, project management, photography, and website SEO, are scoped and billed separately as needs arise, on a flexible month-to-month basis.
Available to Banilla leadership as needed for counsel and alignment. Not formally scoped here, just part of being a good partner.