The creator records lessons continuously — three cameras, 15–20 minutes, the same
repeatable format every time. Every lesson contains dozens of usable moments. There is no
shortage of footage and no shortage of ideas. The problem is that somebody has to
look at a lesson and see the six pieces of marketing hiding inside it — then
carry a single angle through every asset that has to line up behind it.
The buyer: a hobbyist
Floral design as a hobby — not vocational training, not a path to becoming a working florist. This governs every line of copy.
The eye
Watch 18 minutes and mark the six seconds that stop a scroll — and be able to say why.
The angle
Read performance, decide what we say next, defend it in one sentence. This is the job.
The translation test
We market globally in multiple languages. An angle that only works in English is half an angle.
02
Where you sit
Upstream · you · downstream
Upstream
Strategy & footage
Abe — strategy, offer, pricing, performance
The creator — lessons, curriculum, teaching
3-camera MEVO, 15–20 min, fixed format
→
You
Angle, clip map, creative bundle
Watch lessons, mark the moments
Choose the angle
Write the copy and captions
Spec clips and visual briefs
Develop non-lesson creative
Final QA on everything
→
Downstream
Execution
Marketing & Platform Operator
Short-form video editor
Multilingual publishing pipeline
The boundary that makes this work: the quarter's angles are approved in
one batch. You do not return for approval on individual clips or captions.
If it isn't strategy, pricing, product, or a request that changes how the creator records — the
answer is already yes.
03
What you own
Everything unlisted defaults to you
✓ Yours
The angle — chosen from performance, defensible in one sentence
Finding angles in the footage — watch lessons, mark moments, spec clips
Something that isn't a cut of the creator's footage — a review, a demonstration, sourced talent
5
Quarter-end performance read
What worked, what didn't, what changes next
6
Translation notes
What survives translation and what doesn't — this market is global from day one
06
Skills
The "not required" column is as important as the first
Must have
Direct-response judgment — you can say what results mean
Conversion copywriting — emotion and outcome over features
An eye for the clip — the six seconds inside eighteen minutes, and why
Short-form platform fluency — current, and you keep up
Native-level written English — the role is 60% writing
Self-direction — a direction and a quarter, not a task list
Nice to have
Consumer subscription or membership marketing
Craft, hobby or creator-economy categories
Marketing into more than one language or region
Genuine interest in the subject — it shows in the captions
Explicitly not required
Video editing — you spec the clips, someone else cuts
Design skill — AI, stock and screenshots
Floral expertise
Development or technical work
Being in any particular country
07
How you're evaluated
Written in advance, not decided later
The exit test. Abe is out when a full quarter of angles, clips and campaigns
is produced from the creator's footage on one strategy session, and he sees only the batch approval
and the results.
DAY 30
First clip map and bundle
Delivered without Abe writing any of it.
DAY 45
Self-directed
Setting your own deadlines and directing the Operator and editor without routing through Abe.
DAY 60
Escalations under control
Fewer than 2 out-of-scope escalations per week. If they're still frequent, we treat
that as our contract being unclear before we treat it as your performance.
DAY 90
A full quarter from one session — raise to $25/hr
One quarter's work produced from a single strategy session.
08
Decision rights
Spend cap $1,500/month
Decision
You decide
Escalate
Weekly priorities and deadlines
●
Turning the quarterly strategy into assignments
●
Routine QA — approving or rejecting work
●
Directing the Operator and the video editor
●
Spend up to $1,500/month
●
Spend above $1,500, or any new recurring spend
▲
Anything that changes the offer, price or product
▲
Anything that asks the creator to record differently
▲
That last line matters. The creator's recording process is
deliberately simple and repeatable, and it is what keeps lesson editing at $20 a video.
Requests that complicate it go through Abe, not directly to her.
09
The offer
Published in advance, tied to a written test
Start
$20/hr
$1,733/month at 20 hrs/wk
Entry rate. The written test arrives on day one.
90 days
$25/hr
$2,167/month at 20 hrs/wk
Unlocked by passing the day-90 exit test — not by a review conversation.
6 months
$30/hr
$2,600/month at 20 hrs/wk
Unlocked by sustaining it for a full quarter.
Why the ramp is public. It tells you exactly what you have to do to earn
more, and it tells us whether you back yourself. Both are useful on day one.
Contractor engagement, paid monthly. Not a salaried employee; no benefits. 20 hours per
week, flexible — no fixed hours, no timezone requirement.
10
What Abe supplies before day one
Item
Why the role can't start without it
The customer avatar and positioning
Comes from the FloristMark project. Supply at onboarding — this role writes emotion-led copy and needs to know whose emotion
Past performance and subscriber data
The first job is reading it
The quarterly strategy document
This role converts strategy into angles — there has to be a strategy
The lesson library and recording schedule
The raw material
Target languages and regions, in priority order
Affects every angle decision
Asana board and priority convention
Assignments live there
The lesson cut spec, once written
So clip specs and lesson edits use the same vocabulary
11
Your first 90 days: the escalation log
A duty of the role, not a performance measure
You keep a running log of every question you escalated to Abe — what you asked, and
what the decision rights table said about it. You bring it to the weekly review.
If you escalate something the table already assigns to you, Abe replies "your
call" and it goes in the log as a training gap, not a decision.
Why this exists. The most common way an arrangement like this fails is not a
bad hire — it is the owner quietly answering questions he already gave away, and the role
quietly letting him. The log makes that visible while it is still fixable.
More than 2 out-of-scope escalations per week by day 60 means the role's boundaries
were written badly. That is a signal to fix the contract, not to question you.