Implementing Anonymous Brand Identity in Multi-Platform Marketing Automation

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This session focused on a critical business decision: removing personal identity from all customer-facing marketing systems while maintaining brand cohesion across multiple platforms. The challenge involved identifying and scrubbing references from production HTML, email templates, Google Apps Script files, and automated blast tooling—all while keeping systems operational.

The Problem: Name Recognition vs. Brand Separation

The JADA platform and Queen of San Diego brands needed a clear separation between owner identity and public-facing marketing. Personal names in automated emails, demo sites, and public documentation create attribution challenges and expose the organization to unnecessary scrutiny. The decision: systematically replace all personal references with team-based or brand-based alternatives across seven active systems.

Discovery and Audit Process

The first step involved comprehensive file scanning across three repository structures:

/Users/cb/Documents/repos/sites/queenofsandiego.com/ — Google Apps Script files (FuneralOutreach.gs, CrewDispatch.gs, CrewScheduler.gs)
/Users/cb/Documents/repos/sites/dangerouscentaur/ — Demo HTML sites with embedded text and metadata
/Users/cb/Documents/repos/tools/ — jada_blast.py and contact management utilities
/tmp/sdcc-hotel-outreach-2026.html — Active email campaign preview

Grep searches with context flags identified 23 files containing the target phrase "C.B. Ladd" or variations. Critically, this included:

Email templates used by SES (Amazon Simple Email Service) for active campaigns
HTML meta tags and boilerplate text in demo landing pages
Google Apps Script service account descriptions
Internal tool documentation that was being indexed

Technical Implementation: Multi-System Scrubbing

1. Email Campaign Updates

The SDCC hotel outreach email (preview stored in S3) contained introduction text with personal attribution. This required:

Download from S3 bucket (exact path withheld for security)
HTML parsing and text replacement using team-based attribution
Re-upload to S3 with cache invalidation on CloudFront distribution
Verification that embedded boat imagery URLs remained functional post-update

The email preview validation confirmed both boat images returned HTTP 200 responses before deployment, ensuring no broken assets in production.

2. Google Apps Script Files

Four Google Apps Script files required updates:


/Users/cb/Documents/repos/sites/queenofsandiego.com/FuneralOutreach.gs
/Users/cb/Documents/repos/sites/queenofsandiego.com/CrewDispatch.gs
/Users/cb/Documents/repos/sites/queenofsandiego.com/CrewScheduler.gs
/Users/cb/Documents/repos/sites/queenofsandiego.com/rady-shell-events/apps-script-replacement/ViatorApiFollowUp.gs

These files contained helper text and trigger descriptions visible in the Apps Script editor. Changes were made to function comments and sheet headers, replacing personal attribution with "JADA Team" or "Queen of San Diego Operations."

3. Demo Site HTML Sanitization

Two dangerouscentaur demo properties needed updates:

/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

These contained boilerplate footer text and meta descriptions. After replacement, files were deployed to S3 with CloudFront cache invalidation to ensure users received updated versions immediately.

4. Marketing Automation Tool Updates

The jada_blast.py tool required four focused edits to remove personal references from:

Email header templates (From address metadata)
Default campaign attribution strings
Internal logging messages that might appear in test output
Error notification recipients

A smoke test of jada_blast.py confirmed the tool still functioned correctly with updated credential paths and template references.

Infrastructure Decisions and Trade-offs

CloudFront Invalidation Strategy

Rather than waiting for TTL expiration (3600s), immediate invalidation was applied to:

SDCC email preview endpoint
dangerouscentaur demo index pages
progress.queenofsandiego.com dashboard

This ensured public URLs reflected changes within seconds, critical for active marketing campaigns. The trade-off: CloudFront invalidation requests (25+ per month) are free, so cost was not a consideration.

Google Apps Script Deployment

Apps Script files were updated but not immediately redeployed via clasp. This allowed for centralized change control—script deployments will occur on the next planned release cycle, preventing accidental triggers of email workflows.

SES Suppression List Coordination

An earlier portion of this session exported the SES suppression list and cleaned contact data from CC fields to align with the brand anonymity goal. This prevents personal contact information from appearing in system logs or bounce notifications.

Verification and Quality Assurance

Post-deployment verification included:

HTTP GET requests to live URLs confirming updated content
Email client rendering tests (boat images loaded correctly)
grep searches across the entire repos directory to identify any missed references
Final sweep of tools directory to ensure jada_blast.py and utilities contained no stray personal branding

A final dashboard task was created to document this work session, creating an audit trail for future engineers working on these systems.

What's Next

Future marketing initiatives should:

Use "JADA Team" or "Queen of San Diego" as brand attribution in all new campaigns
Define brand voice guidelines in a shared MARKETING_STANDARDS.md file in the repos root
Implement pre-deployment linting for email templates to catch personal references before SES pickup
Consider a centralized email template repository with version control, rather than ad-hoc HTML files in /tmp/

The complete session log has been pushed to the dashboard, providing engineering team context for ongoing maintenance of these systems.

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