Team Resource Hub
Everything you need, role expectations, management playbook, templates, training, org structure, and employee handbook, all in one place.
Everything you need, role expectations, management playbook, templates, training, org structure, and employee handbook, all in one place.
Philosophy, MOS, delegation & escalation
1:1s, delegation, feedback
Org chart & service offerings
Problem-solving pyramid & expectations
Self-evaluation, specialties & meeting agendas
Medical, Dental, Vision, 401(k), PTO
Quarterly bonus & referral programs
Policies, benefits, conduct
Google, Meta, LinkedIn, Asana
Submit & track time-off requests
Early-career execution and operational support role focused on building strong paid media fundamentals, accuracy, and professional confidence.
Owner of in-platform performance and channel execution. Strategists translate strategy into results through daily optimization and testing.
Communication and execution alignment leader. AMs own client communication, timelines, and coordination across the pod, with growing responsibility for revenue expansion and account health.
Manages AMs + client experience. Coaches AMs on leadership, client management, and communication. First escalation point for AMs.
Leads teams of Sr AMs + AMs, ensures operational excellence. ADs must spend the majority of time client-facing, not internally project-managing.
Tiger Tracks' leadership model prioritizes:
You are accountable for five outcomes:
| Outcome | What It Means |
|---|---|
| Clarity | Your report knows what success looks like, why it matters, and how it ties to customer success |
| Communication | Information flows down (expectations, priorities) and up (risks, blockers) early |
| Coaching | You develop people through structured touchpoints - weekly tactical, monthly coaching |
| Consistency | Your report experiences a predictable rhythm. Calm comes from routine |
| Quality | You ensure work is client-ready and meets Tiger Tracks standards |
Leadership tone: Warmth + Standards (clear, direct, supportive, customer-first)
Pods are designed to have clear reporting lines, maintain healthy manager ratios (1–2 direct reports per layer), stay intact as the business grows, and flex cross-functionally during high-volume periods.
As you move up, you shift away from tactical execution and toward strategic leadership:
| Role | Focus |
|---|---|
| AC | Pipeline + execution support. High coaching needs. |
| AS | In-platform performance, optimization, insights, testing. Delegates to ACs. |
| AM | Tier 3–4 communication, workflow, reporting, QA. Manages downward. |
| Sr AM | Tier 2–3 client experience. Coaches AMs. First escalation point. |
| AD | Tier 1–2 strategic leadership. Revenue, narrative, QBRs, performance reviews. |
Structured coaching, not constant criticism.
Led by: AD for Sr AM → Sr AM for AM → AM for AS and AC
"Bruno, I need XYZ done by EOD today. Please email me the draft by 4pm so I can review and share feedback before shipping to client."
Why this matters: Being "busy" is synonymous with working, everyone is busy every day. The real question is: what are they busy with, and is it the best use of their time?
When you issue a clear command and the person says they don't have bandwidth, this is not a problem, it's an opportunity.
You are now engaged in a highly productive prioritization conversation: and a teaching moment. Two outcomes:
Issue a clear command: "I need you to deprioritize that in favor of this more urgent work." You can and should reprioritize your team's time to focus on high-priority work. This is you helping your team win.
Great, now you know! Reassign the task or adjust the deadline. You've had a productive conversation either way.
Often, a lack of bandwidth is not about prioritization at all. Some team members use whatever is on their calendar, regardless of what it is, as an excuse to avoid taking on delegated work.
As a manager, it's your job to identify when this is happening and coach through it, not let it slide. A simple "Walk me through your calendar today" can surface the reality quickly.
Any level → HR for behavior, repeated underperformance, documentation needs, harassment, or discrimination.
| C | Question |
|---|---|
| Competence | Is the work accurate, strategic, and client-ready? |
| Communication | Are updates timely, clear, and proactive? |
| Consistency | Are they reliable day-to-day and week-to-week? |
Managers contribute to a culture of:
The more value you add in different ways, the deeper the trust and partnership becomes.
"Switching cost" increases the more we do for a client, we become harder to replace.
Each offering amplifies the others. The whole is greater than the sum of its parts.
More offerings = more revenue per client = higher bonus outcomes for everyone.
Every offering we sell makes the others perform better:
Capture high-intent demand through disciplined keyword strategy, bidding, and full-funnel optimization to maximize efficient growth.
Generate demand and scale customer acquisition through audience-driven creative testing and platform-native performance strategy on channels including Meta, TikTok, Snap, and more.
Expand reach beyond walled gardens using data-driven targeting and measurement to support brand and performance goals.
Drive incremental revenue across retail networks (Amazon, Walmart, Instacart, etc.) by optimizing product visibility, bidding strategy, and creative performance.
Drive incremental reach and measurable performance through data-driven CTV strategy, audience targeting, and cross-channel attribution beyond linear TV.
Develop engaging content that delivers a powerful message and sets the foundation for success across all digital touchpoints.
Produce and scale authentic, platform-native user-generated and/or allowlisting content that drives trust, engagement, and performance across channels.
Build conversion-focused web experiences designed to support testing, analytics, and sustained performance at scale.
Build and A/B test landing pages to augment conversion rate of both paid campaigns and organic traffic.
Improve conversion efficiency and discoverability across web and app touchpoints to increase ROI from existing traffic.
Optimize brand visibility and performance within AI-powered discovery environments and emerging search experiences.
Increase LTV and retention through data-driven messaging, automation, and behavioral segmentation.
Improve your tracking setup & tech stack. Start with a free audit and work together to take your analytics to the next level.
Quantify true channel impact and guide smarter budget allocation through advanced statistical modeling.
How Tiger Tracks grows: our sales motion, who we sell to, and the partner ecosystem that drives our pipeline.
| Tier | Monthly Ad Spend | Est. Monthly Fee | Brand Size |
|---|---|---|---|
| Tier 1 | $1M - $5M | $100K - $500K | Enterprise ($250M - $2B) |
| Tier 2 | $500K - $1M | $50K - $100K | Growth ($50M - $250M) |
| Tier 3 | $100K - $500K | $10K - $50K | Mid-Market ($10M - $50M) |
| Tier 4 | <$100K | $3K - $10K | Emerging (<$10M) |
One of Tiger Tracks' most important growth levers. Referral-sourced opportunities produce higher quality prospects, shorter sales cycles, and stronger long-term partnerships.
| Metric | Target |
|---|---|
| Net New MRR | $80K - $100K / month |
| Brand Discovery Meetings | 40 / month |
| Audits Presented | 20 / month |
| Qualified Pipeline | $500K+ |
| Partner Meetings | 8 / month |
| Net New Referral Partners | 5 / month |
| Discovery-to-Audit Conversion | 70% |
| Audit-to-Close Conversion | 70% |
At Tiger Tracks, how you surface problems matters just as much as spotting them. We expect every team member to climb the pyramid, don't just flag issues, bring solutions.
"There is a problem." Then you walk away.
You flag it and leave someone else to deal with it. This adds work to your manager's plate without contributing anything.
"There is a problem, and I've found some causes."
You've started digging but stopped short of solutions. Better than Level 1, but still leaves the heavy lifting to someone else.
"Here's the problem, here are some possible causes, and here are some possible solutions."
Now you're contributing real value. You've diagnosed and are offering paths forward.
"Here's the problem, what I think caused it, possible solutions, and here's the one I recommend."
You've done the analysis AND formed a recommendation. Your manager just needs to approve or adjust.
"I identified a problem, figured out the cause, researched how to fix it, and I fixed it. Just keeping you in the loop."
Full ownership. You solved it and informed your manager after the fact. This is what senior operators do.
When performance shifts, don't wait for your manager to ask. Investigate, form a POV, and act. Client QBRs should showcase Level 4-5 thinking.
Coach your reports up the pyramid. When someone comes to you at Level 1-2, ask: "What do you think we should do?" Push them to Level 3+.
Consistently operating at Level 4-5 is one of the strongest signals for promotion readiness. It proves you can own outcomes, not just tasks.
| Scenario | Level 1-2 ❌ | Level 4-5 ✅ |
|---|---|---|
| Client churn risk | "The client seems unhappy." | "Client expressed frustration about reporting cadence. I've restructured their dashboard, moved to weekly automated reports, and scheduled a realignment call for Thursday. Sharing the updated report template with you for review." |
| Campaign launch delay | "Creative assets aren't ready." | "Creative is 2 days behind. I've pulled 3 proven ad variants from similar accounts as backups, briefed the design team on a rush timeline, and adjusted the launch plan to Phase 1 (proven creative Day 1) → Phase 2 (new creative Day 3). Client is aligned." |
| Budget pacing issue | "We're overspending on this account." | "Account is 15% over pace for the month. I've already pulled back daily budgets on the 2 campaigns driving the overspend, set automated rules to cap spend, and sent the client a pacing update with a recovery plan for the remaining 10 days." |
| New platform request | "The client wants to try TikTok." | "Client asked about TikTok. I researched their vertical's performance benchmarks, drafted a test-and-learn proposal with $5K budget, identified 3 competitor examples, and have a media plan ready for your review before I present to the client." |
Be honest with yourself. Think about the last 3 times you brought a problem to your manager.
| Rating | Meaning |
|---|---|
| - | Does not possess this skill |
| 1 | Entry level. Beginning to learn, still requires training and/or oversight |
| 2 | Fully trained, occasionally requires QAs or oversight, executes with accuracy over 80% of the time |
| 3 | Meets standards. Skill fully learned, executed with accuracy over 95% of the time |
| 4 | Mastered. Requires no oversight or QAs |
| 5 | Exceptional. Subject matter expert. Could teach this skill to others |
Select a skill category to see who's strongest. Bar length = skill rating (1-5).
| Service | Phone | Website |
|---|---|---|
| Florida Blue Member Services | 1-800-352-2583 | floridablue.com |
| Teladoc (24/7 Virtual Visits) | 1-800-835-2362 | teladoc.com |
| Guardian Dental & Vision | 1-800-541-7846 | guardiananytime.com |
| Care Consultants | 1-888-476-2227 | - |
| CareCentrix (DME) | 1-866-776-4617 | - |
| Accredo Specialty Pharmacy | 1-888-425-5970 | - |
| Express Scripts (Mail Order) | - | express-scripts.com |
| Find a Doctor | - | Provider Search |
| EKA Planning (401k/Benefits) | (516) 944-0200 | - |
⚠️ CVS-owned pharmacies are excluded from the network (includes Target Pharmacy, Navarro, Longs).
| Situation | Where to Go | Approx. Cost |
|---|---|---|
| Non-emergency illness (cold, flu, rash) | 🖥️ Teladoc | $0 |
| Routine checkup / preventive | 🏥 PCP (In-Network) | $0 |
| Minor illness / injury, can't wait | 🏪 Urgent Care | $35 |
| Need a specialist | 👨⚕️ Specialist (In-Network) | $30 |
| Life-threatening emergency | 🚨 Nearest ER | $150 |
9 months prenatal + hospital delivery (in-network)
Total cost: $12,700
You pay: ~$2,100
Plan pays: ~$10,600
ER visit + follow-up care (in-network)
Total cost: $2,000
You pay: ~$400
Plan pays: ~$1,600
1 year routine care, well-controlled (in-network)
Total cost: $5,600
You pay: ~$900
Plan pays: ~$4,700
Teladoc can help with: sinus infections, flu, cough, sore throat, rash, allergies, upset stomach, nausea, and more. Available 24/7 via phone, video, or app. Register at Teladoc.com.
Effective Q4 2025
| Tier | Quarterly Managed Revenue | Bonus |
|---|---|---|
| 1 | $0 – $60,000 | $0 |
| 2 | $60,000 – $90,000 | $1,000 |
| 3 | $90,001 – $120,000 | $3,000 |
| 4 | $120,001 – $150,000 | $5,000 |
| 5 | > $150,000 | $5,000 + 18% of amount above $150K |
Falls in Tier 3 ($90,001–$120,000)
Tier 5: $5,000 + 18% × ($158K − $150K)
= $5,000 + (18% × $8,000) = $5,000 + $1,440
Receivables are billed as close to the first day of the month as possible, for the previous month. QuickBooks Online is being utilized for receivables. Recurring invoices are established and will be used for the invoice template for the month.
If there is a new client during the month, the Primary adds Dawn DiPirro to the channel and provides the following information:
Calculate the amount due for the period of management on that month's invoicing sheet and let Dawn DiPirro know that an invoice needs to be sent to the client. Please do this as close to the churn date as possible.
Tiger Tracks Employee Handbook, February 4, 2026
For employees commencing employment with Tiger Tracks, we extend a warm and sincere welcome. For employees who have been with us, thank you for your continued contributions and dedication. We wish you success and fulfillment at Tiger Tracks.
- Cliff Simmons & Henry Kittle
Tiger Tracks is an Equal Opportunity Employer. The Company does not discriminate on the basis of race, color, creed, religion, national origin, ancestry, citizenship status, age, sex or gender, gender identity or expression, sexual orientation, marital status, military service or veteran status, physical or mental disability, genetic information, or any other characteristic protected by applicable law.
This policy applies to all employment decisions including recruitment, hiring, placement, promotion, transfer, training, compensation, benefits, discipline, and termination.
Retaliation against any individual for raising a concern or participating in an investigation is strictly prohibited. Violations may result in disciplinary action up to and including termination.
Tiger Tracks complies with the ADA, New York State Human Rights Law, and the Pregnant Workers Fairness Act. The Company will engage in good-faith interactive dialogue for accommodations related to:
Requests should be directed to People Operations. Retaliation is prohibited.
Tiger Tracks is committed to a work environment free from unlawful harassment. This applies to conduct in the workplace, while working remotely, during Company-sponsored events, and in any work-related context.
Reporting: Report to your Manager or People Operations. If the complaint involves a Manager, escalate to People Operations or senior leadership.
Investigation: All reports will be investigated promptly and impartially. Confidentiality maintained to the extent practicable.
Retaliation is strictly prohibited.
Employees may not use, possess, distribute, or be under the influence of illegal drugs or alcohol while performing Company work. This applies regardless of work location, including remote environments. Violations may result in disciplinary action up to and including termination.
Tiger Tracks prohibits threats, intimidation, or acts of violence in any work-related context. Report any threats or concerning behavior to management or People Operations immediately. Reports will be investigated promptly and retaliation is prohibited.
Employees are classified as exempt or non-exempt under wage and hour laws. Employment is at-will.
New team members enter a 90-day introductory period with regular check-ins. Completion does not change at-will status or guarantee continued employment.
Remote-first. Standard hours: Monday–Friday, 9:00 AM – 5:00 PM Eastern. Employees must be reasonably reachable, attend required meetings, and communicate proactively regarding availability.
The Company may deny or reschedule PTO based on business needs.
Remote work is a condition of employment. Employees must maintain professional work environments, reliable internet, and comply with security and confidentiality requirements.
Work Location: Written approval required before working from a new state or country.
Video Presence: Join scheduled meetings with video enabled, particularly client-facing meetings, internal team meetings, training, and performance discussions. Maintain professional appearance and environment.
Maintain a safe, secure workspace. Report safety concerns promptly. Keep emergency contact information current.
Use only Company-approved systems. Follow required safeguards including strong passwords and MFA. Report suspected security incidents immediately. Limited personal use permitted if it doesn't interfere with work or expose the Company to risk.
Company equipment must be used exclusively for Company work. All equipment remains Company property. Upon separation, return all Company property per instructions.
Preapproved business expenses will be reimbursed with proper documentation. Regular household utilities are not reimbursable unless required by law.
Paid bi-weekly. Report suspected payroll errors to People Operations promptly. Direct deposit strongly encouraged.
Exempt employees are paid on salary basis and generally will not have pay reduced due to variations in work quantity or quality. Report suspected improper deductions to People Operations.
Performance reviews may be conducted periodically. A positive review does not guarantee a raise, promotion, or continued employment.
Professionalism expectations: Clear communication, ownership, meeting deadlines, accurate work, representing Company values.
PIPs: May be used at Company discretion. A PIP does not change at-will status, guarantee employment, or guarantee completion of the full PIP period. PIPs typically identify concerns, set improvement timeframes (often 4–6 weeks), provide guidance and measurable goals, and document progress.
Bonuses, commissions, and incentives require good standing: actively employed, not under notice, not subject to active disciplinary action, and complying with policies. Incentive compensation is discretionary and not guaranteed.
Disclose outside employment or interests that may conflict. May not work for competitors or clients, use Company resources for outside work, or allow outside commitments to interfere. May not share confidential info publicly, discuss client strategies, or represent yourself as Company spokesperson without authorization.
Keep personnel file up to date. Internal job posting eligibility: 6+ months in current position, satisfactory performance, not on probation, meet qualifications, and notify current manager before applying.
All employees may express ideas and opinions directly to management. Contact People Operations for any issue not covered by a separate reporting procedure.
Client Service: Communicate proactively, maintain accurate documentation, follow required processes, report errors promptly.
Management Authority: Managers may assign work, provide feedback, document concerns, and escalate issues. Final decisions on discipline, compensation, PIPs, or termination remain with senior leadership and/or People Operations.
Tiger Tracks provides competitive pay and supplemental benefits including time-off, salary matching programs, technology stipends, insurance options, and other plan benefits. Contact People Operations with questions.
Flexible PTO program. Benchmark: 10–15 days off per year. Must be employed 60+ days before taking PTO (unless required by law). PTO is not accrued wages and unused PTO is not paid out upon separation unless required by law.
Request in advance, obtain manager approval, ensure coverage. For unforeseeable absences, notify manager ASAP.
Work-related injuries/illnesses covered by Workers' Comp insurance. Report any injury to your manager ASAP regardless of severity.
Time off provided for jury duty. Provide proper notice and verification. Report to work if excused for the major portion of the day. Exempt employees paid full salary for any week with jury duty if work is also performed.
Provided as required by law. Provide advance notice and coordinate timing to minimize disruption.
Notify manager ASAP. Additional unpaid time may be available.
$3,000 total per qualifying referral hire: $1,500 after start date + $1,500 after 90 days. Must be actively employed and in good standing at time of each payment. Referral bonuses are taxable.
Not eligible if candidate is already in recruiting database, previously applied, referred by multiple employees, or sourced through an agency.
Unpaid personal leave may be approved at Company discretion, generally up to 8 weeks. Submit requests 2+ weeks in advance. PTO does not accrue during unpaid leave. Reinstatement is not guaranteed. Failure to return as scheduled may be treated as voluntary resignation.
Leave provided per USERRA and applicable state law. Provide advance notice when practicable. Reemployment rights, seniority, and benefits as required by law.
Conduct that jeopardizes client trust may result in immediate corrective action.
Unacceptable conduct includes:
Protect all confidential information (finances, pricing, strategies, client data). Do not disclose to competitors. Improper copying, removal, use, or disclosure may result in termination.
Avoid actual or perceived conflicts. Disclose potential conflicts promptly to People Operations. Do not use Company time or resources for unauthorized outside work.
Work safely, maintain safe workspace, report hazards/injuries promptly.
All media inquiries must be referred to the CEO. Only the CEO or authorized designee may make public statements on behalf of Tiger Tracks.
At least 2 weeks' advance notice requested when practicable. Return all Company property and confidential information upon separation.
When holidays fall on a regular workday, eligible employees receive one day's pay at regular straight-time rate.
If working on an active project, discuss with your manager before submitting:
You are responsible for zero disruption to client service. Once approved, create a PTO Tracker Template to:
Your manager will review and confirm within 2 business days. For unforeseeable sick time, just submit with the date range, no explanation required.
If you need to adjust your schedule (weekly appointments, conferences, swapping days), follow a similar process: understand the impact on your team, get coverage, move meetings, and discuss with your manager.
For questions about leave policies, contact elizabeth@tigertracks.ai
All passwords must either be generated by LastPass, or meet all of the following:
If you suspect a credential has been compromised:
| Scenario | Use LastPass? |
|---|---|
| Client onboarding | ✅ Yes |
| Accessing client platforms | ✅ Yes |
| Sharing logins with team | ✅ Yes |
| Storing passwords in Slack/Docs | 🚫 No |
| Receiving new passwords | ✅ Update in LastPass |
Platform-specific campaign best practices, updated March 2026. Download the full decks or browse inline below.
16 Slides / Updated March 2026
Search campaign structure, ad copy best practices, Shopping/GMC feed optimization, Performance Max, Demand Gen, naming conventions, conversion setup, and keyword management.
13 Slides / Updated March 2026
Launch checklist, full-funnel approach, bidding strategy, audience targeting, creative best practices, ad specs, Advantage+ campaigns, and when to pause or refresh ads.
11 Slides / Updated March 2026
B2B advertising strategy, full-funnel targeting, reporting and attribution, multi-platform opportunities (Microsoft + CTV), campaign structure, creative specs, and key benchmarks.
Project Management
How to use Asana at Tiger Tracks. Week 1 training plan, Slack integration, team norms, daily workflows, and adoption best practices for the account management team.
Team Communication
How to use Slack effectively at Tiger Tracks. Channel structure, naming conventions, communication norms, status usage, thread etiquette, and integrations with Asana and other tools.
AI Meeting Notes & Transcription
How to use Otter.ai for automatic meeting transcription, note-taking, and action item tracking. Setup, best practices, and integration with your workflow.
Account Coordinator Onboarding
12-week training plan for entry-level hires with zero performance marketing experience. Takes them from industry basics through platform certification to independent account execution.
Submit time-off requests directly. Your manager will be notified and can approve or deny from their browser.
If you're a manager, select your name above to see pending requests from your direct reports.
Individual feedback form links for each team member. Send their link via email or Slack. All submissions are stored on this site.
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Share constructive feedback with your teammates anonymously. You choose where it goes: directly to them, to their manager, or both. All feedback is stored locally and cannot be traced back to you.
Tiger Tracks Team Resources • Internal Use Only • 2026