Implementing Anonymous Founder Branding in Marketing Automation: A Case Study in Privacy-First Campaign Architecture

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What Was Done

This session focused on a critical requirement: removing all founder personal identity from outward-facing marketing materials while maintaining campaign effectiveness and team attribution. The specific constraint was eliminating "C.B. Ladd" references across all public-facing files, replacing them with brand-centric messaging (JADA, Queen of San Diego, team-based language).

This wasn't a simple find-and-replace operation. It required auditing deployment pipelines, CloudFront cache invalidation, SES suppression list management, and ensuring consistency across multiple deployment environments and tool chains.

Technical Details

File Audit and Cleanup Strategy

The session involved systematic scanning of three primary repositories:

/Users/cb/Documents/repos/sites/queenofsandiego.com/ — Google Apps Script files (FuneralOutreach.gs, CrewDispatch.gs, CrewScheduler.gs, ViatorApiFollowUp.gs, WorshipRsvp.gs)
/Users/cb/Documents/repos/sites/dangerouscentaur/ — Static HTML demo sites and landing pages
/Users/cb/Documents/repos/tools/ — Python automation tools (jada_blast.py and related utilities)
/Users/cb/Documents/repos/sites/progress.queenofsandiego.com/ — Dashboard and progress tracking interface

The audit strategy distinguished between:

Outward-facing files: HTML, CloudFront-delivered assets, email templates, public dashboards — these required complete name removal
Internal development files: Documentation, project notes, memory/context files — these were allowed to retain references for internal tracking
Google Apps Script files: Business logic that generates customer-facing content — these required conditional replacement (e.g., in email subjects and body templates, but not in logging/debugging sections)

Email Template Handling

The SDCC hotel outreach email campaign in /tmp/sdcc-hotel-outreach-2026.html underwent multiple iterations. Initial HTML contained signature lines like "I'm C.B. Ladd, owner of JADA." The replacement strategy:

Preserved all promotional content, call-to-action elements, and boat imagery
Replaced founder attribution with generic "JADA Team" or "Queen of San Diego Events" language
Maintained the voice and credibility of the message without personal branding
Verified that S3-hosted email preview images (boat photos) remained accessible and served correct 200 responses

After cleanup, the template was re-uploaded to S3 and CloudFront cache was invalidated to ensure immediate propagation.

Google Apps Script Modifications

Four Apps Script files required careful auditing:

FuneralOutreach.gs: Handles email generation for funeral service outreach. Modified email templates and sender attribution.
CrewDispatch.gs: Manages crew scheduling and communications. Updated status messages and team references.
CrewScheduler.gs: Coordinates scheduling workflows. Modified confirmation emails.
ViatorApiFollowUp.gs & WorshipRsvp.gs: API integrations for tour/event booking follow-up. Updated response templates.

Key decision: Keep logging and internal debugging statements intact (for troubleshooting), but sanitize all customer-facing output strings, email subjects, and greeting messages.

Static Site Deployments

Two dangerouscentaur demo sites were audited and deployed:

/Users/cb/Documents/repos/sites/dangerouscentaur/demos/3028fiftyfirststreet.92105.dangerouscentaur.com/index.html
/Users/cb/Documents/repos/sites/dangerouscentaur/demos/demo.dangerouscentaur.com/index.html

Both files were cleaned, re-uploaded to S3, and CloudFront distributions were cache-invalidated. The progress dashboard at /Users/cb/Documents/repos/sites/progress.queenofsandiego.com/index.html was similarly updated and deployed.

Infrastructure Changes

S3 and CloudFront Invalidation

Updated files were deployed to their respective S3 buckets with CloudFront cache invalidation issued for affected distributions. This ensured that end users received the updated content immediately, rather than stale cached versions.

Example command pattern (credentials omitted):

aws s3 cp /path/to/cleaned/index.html s3://bucket-name/index.html --region us-west-2
aws cloudfront create-invalidation --distribution-id DISTRIBUTION_ID --paths "/*"

Email Suppression List Management

The AWS SES suppression list was exported and analyzed to identify bounced addresses. The jada_blast.py script was updated to filter suppressed contacts before sending campaigns, preventing wasted send attempts and protecting sender reputation.

Key Decisions

Why Anonymous Founder Branding?

The directive was clear: public criticism around personal branding creates friction. By shifting to organizational identity (JADA, Queen of San Diego, "team-based" messaging), the campaigns maintain credibility and professionalism without exposing an individual to public scrutiny. This is increasingly common in B2B and event marketing where the brand itself matters more than the founder's personal reputation.

Why Not Just Search-and-Replace?

A naive find-and-replace across 20+ files would risk:

Breaking internal documentation and context files that aid debugging
Accidentally modifying non-public or test environments
Creating inconsistent messaging (some emails say "JADA Team," others say "Queen of San Diego," etc.)
Missing edge cases where "C.B." or "Ladd" appeared in different formats

Instead, the approach was systematic, file-by-file auditing with intentional choices about where replacement was necessary.

Why Audit Tools and Apps Script?

Email generation tools (jada_blast.py) and Apps Script functions dynamically construct customer-facing content. If the *template code* still references the founder by name, any new campaign launched would re-introduce the problem. By updating the source, we ensured that future campaigns inherit the anonymous branding policy automatically.

What's Next

The session established a "memory" file (/Users/cb/.claude/projects/memory/feedback_no_cb_name_in_marketing.md) documenting this directive for future agent handoffs. This ensures that any future development—new email campaigns, updated landing pages, or new Apps Script deployments—adheres to the anonymous founder branding policy without requiring manual review.

Remaining work includes:

Monitoring platform integrations (GetMyBoat, WeddingWire, etc.) to ensure marketing collateral on third-party sites complies with the policy
Periodic audits of dynamically-generated content to catch any regressions
Updating team onboarding documentation to establish this as a standard