Marketing Collective/Structure

Modules

The different tasks that members can perform upon joining the Marketing Collective are regrouped in functional areas called Modules. Each module is owned by one or several Module Owner(s) - Mozilla employees with expertise on that area:

• Content Coordination: create, localize and coordinate local Mozilla content for blogs, newsletter and other marketing channels.
• Social Media: building and maintaining Mozilla's social media presence in your country and language. Tasks here will include localizing content from our English Facebook and Twitter accounts, creating new local content, implementing social media campaigns locally or finding new campaign concepts.
• Affiliates: expand the Firefox Affiliates program in new locales. Support campaigns and product launches.
• Add-ons & Apps Curation: identify, localize and spread popular add-ons, apps and reviews in your country.
• Market Intelligence: analyze, watch, identify and understand the market. This means to be the eyes and the ears of Mozilla in your region. Examples include reporting new competitors' campaigns, new market data and research.
• Product Marketing: adapt product and brand messaging locally, support and promote product releases, imagine new campaign concepts for your country and build user community around our products.

Contributors are free to choose modules they want to participate in. Once they have selected the ones they are interested in during the signup process, they are introduced to the appropriate Module Owners. Depending on the contributor's experience, Module owners may provide them with extra training and/or educational material to help get them up to speed.

Modules will also be prioritized against each other so that locales with less contributors can participate in the most important activities.

Activities

The Marketing Collective schedule is comprised of different types of activities, categorized by nature and recurrence:

• Recurring Tasks: these tasks need to be performed regularly (usually weekly or monthly) as part of the modules contributors are joining. They can be assigned to specific contributors who are responsible for them, or be shared among several members. They can also depend on countries and needs. Example: localization of our monthly Newsletter, flagging new campaign launched by competitors
• Special Assignments: unique tasks that only need to be performed once. These tasks will be part of "weekly sprints" and usually be more time-sensitive and temporary priorities. Examples: event planning, release promotion, campaign promotion, product messaging adjustments.

Schedule and Planning

We are using a sprint-based approach inspired by the SCRUM methodology and use work sprints in order to plan, coordinate and track our progress.

Sprints: The sprints are bi-weekly periods around which activities are planned and performed

• Sprints: bi-weekly periods around which activities are planned and performed. Ahead of a sprint, all proposed activities get submitted and prioritized against each other by Module Owners. Contributors and Regional leads can of course submit activities too.

• Sprint updates: an email update will be sent to the entire group at the beginning of each new sprint. It will contain:
  • Various engagement updates on our products, projects and the organization to make sure everyone is equally informed of what is relevant to our marketing efforts
  • Reports from each Modules Owner on progress made during past sprint(s)
  • Special assignment(s) to mark temporary / timely priorities (they can submitted by anyone and will be prioritized by Modules Owners)

Roles

There is a number of different stakeholders in the Marketing Collective program. They can be classified according to their responsibilities and involvement:

• Volunteer: a volunteer performs marketing activities in their country. New volunteers can be assigned to a mentor to learn the basic skills required to achieve autonomy.

• Mentor: This person helps new volunteers gain skills required by in the program. Mentors delegate tasks and coach new volunteers. Mentors can be a volunteer, a Rep, a Regional Lead or an employee.

• Regional Lead: a regional lead represents all members of the Marketing Collective in a given region at meetings, calls and summits where attendance is limited. The can also advise contributors and mentors in their region.

• Module Owner: a Mozilla employee with expertise in a given functional area. The Module Owner submits Recurring Tasks and Special Assignments - sorted by workload and urgency - to be performed by volunteers during a sprint. Module Owners work together with the Program Lead to prioritize the Sprint To-Do List and provide volunteers with training, directions and assistance over the course of the sprint.