Social & PR Strategy

Accessible luxury, earned through entertainment

Santos Dioses is ultra premium tequila that refuses to be precious about it. Ultra premium refers to the quality, not the price tag or the scarcity.

Public slogan, locked: "Santos Dioses Ultra Premium Tequila - luxury for everyone, not just the few." Internal / distributor line: "Made for the moments that shape your life." The brand story is the origin itself, Santos Dioses means Holy Gods, where Heaven meets Earth, carried by the master tequilero and the land, never a celebrity face.

Entertain, or you are taxing the brand. Brand love is what the brand gives minus what it takes back. Every post must earn its place by entertaining.

The model: the creative nerve of Liquid Death plus the media-company volume of Gary Vaynerchuk, document do not just create. The anti-brief is just as important, Santos Dioses must not look like Clase Azul, LALO, Casamigos, or Don Julio. Lived-in luxury, not museum luxury.

Texas first, premium drinkers, 25 to 54

• Who: Texas premium tequila drinkers, 25 to 54. Total Wine and Spec's shoppers, cocktail-at-home buyers. Paid floor 21+, DISCUS 73.8%+ adults 21+.
• Where: Dallas first, then Austin and Houston. Secondary San Antonio, Odessa, Midland.
• Posture: Premium but loose. Lived-in luxury, not Clase Azul preciousness.

Four pillars, one brand identity

Pillars vary the subject, never the visual identity. Every asset must pass the Three Jobs filter at ideation: it has to make someone Belong (this is the tequila Texans already drink), feel Thirst, or know where to Locate it. A post that does none of the three dies before briefing.

Monthly mix: Liquid & Serve 25%, Craft & Origin 25%, Lifestyle 20%, Product Education 15%, Provocative / Cultural 15%.

Serialized beats one-off

2026 spirits research is clear: recurring characters, themes, and episodes outperform one-off viral hits. The brand runs three named shows plus a bank of repeatable formats.

Show	What it is	Pipeline
Field to Bottle	Seven years in the making, the brick oven, one family every step is ours, the jimador, Jalisco to Texas.	Real footage
The Pour	How the master tequilero tastes it, three ways to drink Reposado that are not a shot, Texas Ranch Water done right.	Maker / motion
Behind the Bar	Carlos, our official bartender in Dallas, builds the signature serves on camera: the neat-pour ritual, ask-your-bartender education, match-day watch-party serves. A real, recognizable Texan, the clean way to show real hands and real pours within the no-AI-humans-with-drinks rule.	Real footage, on location

Behind the Bar talent: Carlos, our official bartender in Dallas, on the Santos Dioses payroll (his venue still to confirm). Because he is our own talent, this is owned content for our own channel, not a paid partnership, so it runs under standard per-post approval and Visual QA. Batch-shoot 6 to 8 videos in one session, release about one a week; recipes pull from the 12 in-house signature serves.

Repeatable formats: Two Homes (Jalisco to Texas) Myth-buster saves Match-Day typographic Countdown to launch POV / identity Reels Sensory / ASMR pour Minimalist culture-jacks

Instagram and Facebook for the brand, TikTok for the Angels

• Active platforms: IG + FB for the Santos Dioses brand, plus a separate Angels TikTok (see below). LinkedIn, X, YouTube stay off until Robb adds them back (locked 2026-04-24).
• TikTok: the brand account stays off, TikTok policy bans tequila promotion. The exception, approved by Robb July 1, 2026, is a dedicated Angels TikTok that never promotes tequila.
• Publishing path: Eva self-publishes IG + FB via Postiz / API after caption approval and Visual QA PASS (Postiz wired for Santos IG+FB, live 2026-06-20). Only trending-audio Reels go native, since IG's trending-sound library is not licensed for API.
• Lead time: content rendered 4+ days ahead. Robb approves one batch per week, roughly 20 minutes.

Cadence: roughly daily, quality over volume (the locked 10 posts per week). The earlier 3-per-day launch plan is superseded.

The Angels TikTok

TikTok has the reach, but it bans tequila promotion, so the brand account stays off. The move (approved by Robb, July 1): a separate account for the Santos Dioses Angels at events around Texas (festivals, nightlife, food, music). Lifestyle and personality, never a tequila ad. Allowed by TikTok, and it reaches people IG and FB cannot.

• What it is: the Angels as the faces, documenting real Texas events and moments. Personality-first, place-first, entertainment-first.
• What it is not: not a tequila account. No product pushing, no bottle as the subject, no drinking on camera, no where-to-buy. Organic only, no paid (TikTok bans paid alcohol outside its TikTok One program).
• Compliance guardrails: of-age Angels only, never a minor in frame, no youth or campus settings, no excessive-drinking or driving cues, no health or mood claims. Because posts carry no product CTA, the responsible-drinking line can be omitted (documented per compliance). Do not frame any venue as paid placement (tied-house).
• Ownership: runs through the Angels program (Leydi), Mia approves Angel social per canon, Eva sets format and cadence. Revisit a brand tequila presence on TikTok only if policy changes.

Profile setup: Highlights and verification

Two setup jobs Mia flagged.

Story Highlights

The pinned collections under the bio, the first thing a visitor taps. They work as a mini-homepage. Build at launch:

• Launch Party the June 28 Waterproof rooftop, our arrival in Texas.
• The Angels who they are, where they show up.
• Then Cocktails, Where to Buy, Our Story, Match Day as content fills in.

Custom brand-kit covers (cream or white on ink), consistent titles, gate-passed content only.

Get verified (Meta Verified)

Worth it for protection, not vanity:

• Blocks impersonators and counterfeiters. Marks the one official account and turns on Meta's imposter monitoring. This is the real reason.
• Trust at first glance. Tells a new buyer, retailer, or journalist this is the real Santos Dioses. Safe to print on kits and QR codes.
• Small reach and support perks. A little more prominence in search, plus human account support.

Cost: Business Plus about $45/mo (our tier). Bigger tiers: Premium ~$120, Max ~$350.

To turn on: Robb sets it up on the Santos Dioses IG and FB business accounts (payment plus ID).

Stop the scroll in three seconds

Saves and shares, not vanity likes

• Primary signals: save rate, share rate, completion rate, follower growth, reach lift. Not likes.
• Pre-ship: every concept scored with virality_predictor before credits are spent.
• Post-ship: 48h boost check, top-decile posts flagged to Robb. The winners drive next week's topics.
• Benchmark: cocktail and mixology content drives 8%+ engagement and roughly +30% DTC bottle sales for spirits in 2026.
• Quality bar: Heineken-grade or it dies in the gate.

Borrowed trust, at launch scale

Approved by Robb, June 24, 2026. Phasing per Eva: owned-content through the June launch, then pilot this program post-launch.

In plain words

A micro-creator is a regular person on Instagram with a smallish but loyal following, think 10,000 to 100,000 people, whose posts feel real because they are a real person, not an ad. We give them a bottle, or pay them a little, to make one good post or Reel about Santos Dioses, usually mixing a cocktail with it. Their followers see someone they actually like and trust enjoying our tequila. That lands in a way a billboard or a paid ad never can, because people trust people, not brands. We run a handful of Texas creators at once around the launch, and keep the ones whose posts drive the most saves, shares, and store visits.

Does this actually work? Real proof

This is the case for spending the money, with real numbers instead of vibes:

• About $5.78 back for every $1 spent on food-and-drink micro-creators, more than double the roughly $2.60 from regular digital ads (2026 industry analyses).
• Tequila proof, 1800 Cristalino: in their creator program one creator (~60K followers) hit a 16.52% engagement rate on a single Reel, and another creator's post pulled 494K views, about 13x what was predicted, plus 7,260 link clicks (BENlabs case study).
• Jose Cuervo ran 49 creators and got 290+ pieces of content, 30.5M impressions, 16.5M engagements, and 87.5% positive sentiment.
• Blueland activated 211 micro-creators over 3 months and saw a 4.7x jump in monthly unit sales.
• Cocktail and mixology creator content for spirits regularly hits 8%+ engagement and lifts direct bottle sales by about 30%.
• It is low-risk to start: 73% of brands favor micro-creators for exactly this, and results show up in 4 to 6 weeks.

Who counts as a Santos micro-creator

• Size: 10K to 100K followers (strong local 5K to 10K creators with high engagement count too).
• Where: a Texas audience, Dallas, Austin, or Houston.
• Niche: cocktails and bartending, food, lifestyle, Texas culture. Mixology creators first.
• Engagement: 3%+ engagement, a real audience, no bought followers.
• The alcohol rule: the creator is 21+ and their audience is at least 73.8% adults 21+, proven with a screenshot of their audience ages and a signed note.

What we pay

Tier	Who	Deliverable	Santos rate (proposed)
Gifting / seed	5K to 25K locals	Product only, 1 Reel or carousel + stories	Bottle + branded kit, no fee
Paid micro	25K to 100K	1 Reel (primary) + 3 to 5 story frames	$250 to $750 per Reel, $150 to $400 per carousel
Ambassador	Top performers	Monthly content + event coverage	$500 to $1,500 per month retainer

For context, the 2026 market runs micro Reels $250 to $2,500 and feed posts $150 to $1,500. Our rates sit at the low-to-mid of that, premium brand but micro tier and Texas-local. If we want to reuse a creator's post as a paid ad, that is a 20 to 50% add-on.

What we would spend to start

Start small and prove it before scaling: a $2,000 to $3,000 per month pilot, about 5 to 8 creators (a mix of free-product and paid), run for 2 months after the launch, then put more money behind whoever drives the most saves, shares, and store visits. The final number is yours to set.

What we ask them to make

• Mainly one good Reel (Reels are how new people find you), plus a few story frames with a where-to-buy link.
• Best post: a "make a Santos Dioses cocktail" Reel. The bottle is in it, a real drink, and the line 21+ | Sip Responsibly.
• Each creator gets one clear brief up front, never a drip of half-instructions.

The rules we must follow (alcohol)

• They must clearly say it is an ad (a visible #ad plus Instagram's Paid Partnership label). Even a free bottle counts as payment and has to be disclosed.
• The creator is 21+ and their audience is at least 73.8% adults 21+, and we keep proof.
• No content aimed at kids, no kids in the shot, a drink-responsibly tone, no health claims.
• Same brand rules as our own posts, and we keep the paperwork, regulators are watching alcohol creators closely in 2026.

Named partnership targets - who we go after (Texas)

The ideal-partner shortlist, all Texas-rooted. Paid amplification of any partner runs through Meta only: co-attach their post as a Partnership Ad and boost to a 25+ Texas premium-spirits audience. TikTok stays off for paid, its policy bans alcohol ads. Verify every creator's live handle, follower count, and audience-age proof via ScrapeCreators before outreach, and balance the Austin names with Houston and Dallas.

Compliance and brand hard rules

Typography lock: Anton ALL-CAPS for on-image text, Instrument Serif + Inter for caption cards. White or cream text only. On-image text needs Robb's explicit approval, when unconfirmed, ship text-free and put the hook in the caption.

What has wasted hours before

• Not recalling from OpenBrain first. The biggest time sink. Search before reconstructing or improvising any recurring task.
• Incremental briefs. A render brief must capture everything upfront, setting, references, realism rules, text treatment, per-slide intent. Partial brief equals hours.
• Label-fidelity death loop. Legible labels only on isolated large-bottle hero shots. Small or busy frames say "label not required to be legible, angle or soften it".
• Approval to URL drift. The moment Robb says approved, host, insert, and URL-verify in the same turn.
• No standing asset bank. Render a correct-label bottle hero bank once at large scale, composite future posts from the bank instead of re-rendering.
• Model-selection roulette. Deterministic tasks belong in code, not prose an agent may ignore. Image model routing is owned by Sloane's session.
• Static bottle stills. Lowest-performing format. Good taste, wrong format.

On the record

Locked	Detail
Slogan	"Santos Dioses Ultra Premium Tequila - luxury for everyone, not just the few" (public).
Launch SKU	Reposado. Blanco holds until July ship confirmed.
Launch event	June 28, 2026, Waterproof at The Statler, downtown Dallas rooftop.
Platforms	IG + FB for the brand. Separate Angels TikTok for events and lifestyle only, no tequila (Robb, July 1, 2026).
Typography	Anton ALL-CAPS on-image. Instrument Serif + Inter for cards.
On-image text	White or cream only. No gold text.
Paid budget	$600 behind two "Now in Texas" heroes + $300 sniper reserve for launch month.
Hero music	Owned Huapango track.
Production	Image and video model routing owned by Sloane's session.
Fútbol Summer	June to July overlay, match-day and city framing, no FIFA marks.
TTU partnership	Not in public content before July 2026.

Own the Texas trade narrative

Owner: Anna (CCO). The Dallas launch happened Sunday, June 28, 2026 at Waterproof, The Statler, downtown Dallas rooftop. This is now the live post-launch PR plan: the pre-launch countdown is complete, and the work ahead is the post-launch waves, ongoing outreach, and the aged-SKU press cycle. Target lists, pitch craft, and compliance gates below all still stand. Source of truth for brand facts: the Angel Guide and santosdioses.com/brand.

Lead with Texas-launch, craft, vertical integration, the master tequilero, and accessible luxury. The Heaven-meets-Earth name meaning is a secondary brand-color layer, never the lead, never literal religious imagery.

1. The launch (completed June 28, 2026)

• Event (done): Sunday, June 28, 2026, Waterproof at The Statler, downtown Dallas rooftop. A trade soft-launch (industry, friends, family); it ran as invite-only, no open press.
• SKU: Reposado-led. Blanco follows in July, Añejo and Extra Añejo later (the aged tiers seed a second press cycle).
• Markets: Dallas first, then Austin and Houston. Texas-launching, not national.
• Distribution: Greenlight Distribution. Spec's, Total Wine, major Class B retailers.
• Provenance: NOM 1622, Amatitán, Jalisco. Press line: "Estate agave from Arandas in the Jalisco Highlands, distilled at NOM 1622 in Amatitán, bottled in the town of Tequila."
• The maker: Jorge Martínez, master tequilero, 40+ years, founded the school that trained most of the world's master tequileros (press-blocked pending Alex). The vision: Juan Carlos Rodríguez Sánchez.

2. Objectives and KPIs

Objectives (launch through Q3): own the Texas trade narrative so buyers, bartenders, and regional press know Santos Dioses by name; convert the 2025 Las Vegas Global Spirit Awards medals into credibility (brand-level only); build a craft story that survives a journalist's scrutiny.

KPIs (Barcelona Principles, never AVE): earned placements by tier and by message pull-through; share of voice vs the Texas craft-tequila set (Republic, Lalo, Mijenta-adjacent); referral traffic to santosdioses.com; on-premise menu placements traceable to seeding; named, beat-matched journalist relationships opened.

3. Pitch angles, ranked

#	Angle	Use
1	"A Mexican tequila that happens to be launching in Texas"	The sharpest wedge vs Republic ("a Texas brand that happens to be tequila"). The answer TABC buyers and retail editors ask for by name.
2	Vertical integration, estate-grown	Family-owned from the 1,655+ acre Los Altos estate through NOM 1622 to their own importer. Most craft brands do not own their land. The trade and craft hook.
3	The master tequilero	Jorge Martínez, founded the school that trained most of the world's master tequileros. Press-blocked pending Alex, which caps founder-narrative pitches until cleared.
4	Accessible luxury	"Luxury for everyone, not just the few." The brand-philosophy angle for lifestyle and consumer.
5	The Chilton wedge	A Texas-credibility cocktail (Lubbock origin). Lead serve for Texas Monthly, CultureMap, Dallas pitches.
6	No-additives, slow and natural	Spontaneous fermentation, 36-hour brick-oven roast, stainless not copper. The Tequila Matchmaker angle, gated on third-party verification.

4. The full media outreach plan

This is the "who we reach out to": every target, the named journalist or editor and their beat, the specific hook for THAT outlet, the intake channel, the wave, and any gate. Re-verify each journalist's employer and beat before outreach.

Tier 1 trade (moves distributors and on-premise buyers)

Tier 1 consumer (drives trial + bartender interest)

Lifestyle / luxury

Texas regional (the priority lane)

Latino culture, nerd tier, and the long game

Podcasts (founder gets booked once a spokesperson is cleared): Bar Hacks (David Klemt), The Speakeasy (Sother Teague), BevNET Taste Radio (lower gate, Robb/Alex can speak to strategy), Agave Road Trip / Tequila Aficionado (gated on Jorge press-clear).

How we actually reach them: (1) Muck Rack DMs + profile email (highest response), (2) LinkedIn (DeSimone, Balter, Lindenberger active), (3) X DMs (selective: Lindenberger), (4) outlet forms where mandatory (PUNCH, Difford's), never cold-call. Send timing: Tuesday to Thursday, 9 to 11am local to the journalist, prime is first-thing-Tuesday. Never Friday afternoon, weekends, or Monday morning. Follow-up: +4 days, then +7, then +10 with a fresh angle. Stop at 3, accept the no, stay on file.

5. Timeline

Pre-launch through launch week is complete. The countdown below is kept as the execution record; the live work now is the post-launch waves.

T-6 wks (~May 17): press list finalized, beats re-verified, press kit + one-sheet drafted, licensed fulfillment path stood up, SevenFifty / Drinks International relationship pitches out.

T-4 wks (~May 31): exclusive first-look offered to ONE of Texas Monthly, PUNCH, or VinePair (48 to 72 hour embargo headstart); Imbibe DOTW + Difford's form pitches out; podcast outreach (gated on spokesperson).

T-3 wks (~June 7): bartender + venue seeding begins, Dallas then Austin then Houston, 30 to 50 bars per market via the field team + Angels.

T-2 wks (~June 14): press kits prepared, broader embargo list briefed (The Spirits Business, BevNET, Imbibe, Texas regional) with explicit embargo agreement; Statler press-invite list locked (pending Alex).

T-1 wk (~June 21): press samples ship via licensed fulfillment only, Adult Signature 21+, opt-in journalists only; final reminders to embargoed outlets.

Launch week (June 28, complete): embargo lifted 9am, the launch wire and Texas-regional push went out, and the Statler rooftop event ran, driving local and social coverage.

Post-launch waves (the live plan): Wave 2, National Tequila Day July 24 (inside Tales of the Cocktail, a seeding/attendance moment for a year-one brand); Wave 3, Hispanic Heritage Month Sep 15 to Oct 15; Wave 4, holiday gift guides pitched Aug to Oct, publish Nov to Dec; year-end "Best of 2026" roundups + the aged-SKU press cycle.

6. Bartender seeding and press samples

Seeding (the on-premise engine): 30 to 50 bars per market for free staff tastings, T-3 to T-0, run by the field team + the Santos Dioses Angels (the human field program, locked 2026-06-24, see the Angel Guide). Named seed venues: Dallas (Atwater Alley, Midnight Rambler, Parliament), Austin (Nickel City, Midnight Cowboy, Whisler's, Garage), Houston (Anvil, Julep, Moving Sidewalk). Lead serve: the Chilton once Blanco ships, the Reposado Old Fashioned at launch. We capture which venues menu Santos Dioses (the assist metric), what guests ask, what competitors pour.

Press samples: ~100 bottles at the recommended tier (Tier-1 trade + Texas regional + podcast seed + a ~30-bottle bartender program). Licensed third-party fulfillment only (Speakeasy Co. ~$500 setup, or distributor compliance), Adult Signature 21+, never from a brand office. Each ships with a tasting-note card + the one-sheet. Send only after a journalist opts in.

Budget tier	What it buys
A - $10K (lean)	~60 sample bottles, fulfillment setup, media kit + photography. Leaves us sample-starved.
B - $15K (recommended)	~100 bottles, fulfillment, media kit + photography, an 8-week launch-window publicist pinch-hitter, contingency.
C - $25K (aggressive)	~150 bottles, on-site Jalisco photography, 3-month publicist retainer, paid-assist for the Texas Monthly + Forbes exclusives.

7. The June 28 Statler event (recap)

• The launch moment, a trade soft-launch (industry, friends, family). It ran content-capture only, no open press invite.
• The Angels worked it on-message, generating social proof and earned-eligible content under the approved Content Collaboration policy (shared with Mia before posting).
• Earned follow-ups off the event: the Dallas-event angle for CultureMap Dallas, D Magazine, PaperCity, Dallas Morning News. The downtown Dallas landmark venue is itself a hook.
• Outputs to harvest: event photography for the press-kit refresh, short-form social, and a post-event recap that seeds the Texas-regional follow-ups. All serves 21+, nothing shipped from the venue, no unverified claims on signage.

8. Pitch craft

The launch-week sequence: (1) ONE exclusive to a single Tier-1 consumer or Texas-regional outlet (Texas Monthly, PUNCH, or VinePair) with a 48 to 72 hour headstart, never "exclusive AND embargoed to everyone" at once; (2) a hard embargo to the broader 5 to 10 outlets, lifting 9am launch day, explicit agreement required, never move the date (a broken embargo ends the relationship for the whole brand); (3) the broad push (BevNET wire + cold list) same day after the embargo lifts.

Angle by tier: trade leads with vertical integration + distribution + three-tier economics; consumer with place + maker (gated) + a signature serve; Texas regional with the Republic wedge + the Chilton + the Statler; luxury with accessible-luxury + gift-guide fit; Latino with a founder authenticity thesis only; nerd with production specs + additive-free (gated).

Pitch email (under 200 words):

SUBJECT: [specific, outlet-specific hook. NEVER "Launch: Santos Dioses Tequila"]

Hi [first name],
[Line 1: specific to this journalist's recent work, not "I hope this finds you well."]
[Line 2: the hook. What makes this a story, why now, why THEM. One sentence.]
[Line 3: the ask. Exclusive? Embargo? Sample? Interview? Be specific.]
[Line 4: 2-3 bullets of verifiable proof]
  - NOM 1622, Amatitán distillery, master tequilero Jorge Martínez (if cleared)
  - Estate-grown agave, Arandas (Jalisco Highlands), family-owned through to their own importer
  - 2025 Las Vegas Global Spirit Awards medals (brand-level phrasing only)
[Signoff + scheduling link]
- Anna, Bluhook comms (agency of record, Santos Dioses)

Dead-on-arrival angles (never pitch): "we launched," undefined "premium," "crafted with passion," vague "heritage," celebrity-anything, "smooth." Lead with provenance, specifics, and the liquid.

9. Press kit contents

A single, well-built media kit (PDF + asset folder): logo + the slogan; a hero Reposado shot + one lifestyle shot; a 50-word brand description (Heaven/Earth as secondary color, never the lead); maker bio + photo (Jorge Martínez, gated) and the vision (Juan Carlos Rodríguez Sánchez); three key facts (NOM 1622 + Amatitán + Arandas estate agave; the production spec; the 2025 Las Vegas medals, brand-level); a signature-serve card (the Chilton + a Reposado serve); distribution + availability; press contact + social handles; and two releases, a 400-word AP-style and a 600 to 800-word story-forward version for the exclusive.

10. Awards

• Not entering any awards or ratings contests for now (Robb, June 30 2026). Whether to enter a 2026 competition is an open question for Alex, not a committed plan item.
• The one asset we already hold and can use at brand level is the 2025 Las Vegas medals (brand-level phrasing only until provenance is confirmed against the 2026 launch liquid).

11. Owned, earned, paid

• Owned: santosdioses.com, this Strategy Hub, the Angel Guide, IG and FB lead-up, the Angels TikTok (events and lifestyle, no tequila), the press kit, the Chilton recipe card, event content.
• Earned (this plan's core): Texas regional features, trade placements, consumer roundups, the exclusive launch feature.
• Paid: Meta paid (Krish) supports reach, it is not a PR metric. The competitive tagline vs Lalo stays in paid, off earned media. Keep earned and paid measurement separate.

12. Compliance gates and open items

Compliance gates (block before any press use): never claim "additive-free" without third-party verification (~$500, Alex); brand-level phrasing only for the 2025 Las Vegas medals until provenance is confirmed, never "this exact bottle won"; press samples via licensed fulfillment only, Adult Signature 21+, never from an office; kosher claim pending a certifying body; no outbound email, DM, or release without Robb's per-message approval (Anna drafts, Robb approves, Trigg or distributor compliance sends); no em dashes, full "Santos Dioses," no religious or saints lead, Texas markets only.

Open items (cap the plan until resolved, Robb plus Alex):

• Face-of-brand decision (biggest gap): Alex to name a founder, a spokesperson, or accept a faceless brand. Until then Jorge stays press-blocked, capping the master-narrative and most founder-story pitches.
• Jorge Martínez press clearance (on-record interviews, quotes, bio, photo) - blocked.
• Additive-free verification ($500, Alex) - unlocks the nerd tier.
• Awards: on hold, whether to enter any 2026 contest is Alex's call.
• Press-sample budget + licensed fulfillment partner.
• Launch-event PR scope: resolved, the June 28 Statler event ran as industry/friends/family, no open press invite.
• Texas Tech NIL timing + reference permission - until cleared, the Lubbock / NIL angle stays out of pitches.

Decisions only Alex can make

The running list of questions Robb takes to Alex (CEO). These gate the PR plan and a few brand facts. This section is the home for them, so they live in one place alongside the strategy.