How Account Managers Turn Unstructured Thoughts into Execution-Ready Direction
Background
One of the most critical skills for an Account Manager (AM) in an affiliate network is the ability to turn ideas into action. In reality, strategic ideas rarely come in neat, structured formats. They usually start as scattered thoughts—requirements from brands, constraints from platforms, value propositions for publishers or creators, internal business objectives, and execution limitations.
Manually aligning all of these elements into a clear direction is time-consuming and mentally draining. This is where AI becomes especially valuable—not as a decision-maker, but as a structuring partner.
Drafting & Mapping Strategic Ideas
AI helps AMs draft and map strategic ideas into clear, execution-ready directions.
Strategic ideas often exist in an unstructured state. An AM may simultaneously think about campaign mechanics, creator incentives, brand objectives, platform rules, timelines, and internal KPIs. When communicated manually, these ideas can easily become fragmented, unclear, or misaligned across stakeholders.
AI helps organize these scattered inputs into a logical flow—making strategies easier to communicate, validate, and execute.
Use Case: KOL Activity Testing with Traveloka
During a KOL activity testing campaign with Traveloka, the AM needed to design a creator-facing campaign that delivered value to all parties involved:
- Brand (Traveloka): performance-focused execution and measurable exposure
- Creators: clear incentives and simple execution flow
- Ecomobi: scalable KOL activation with structured output and performance visibility
Initial Inputs (Unstructured)
The AM started with raw notes and ideas, including:
- Creator incentive: voucher worth IDR 800,000
- Campaign timing: Traveloka 12.12 Super Sale
- Platform focus: Instagram (Reels & Stories)
- Multiple requirements, such as:
- Mandatory tags, hashtags, affiliate links, and voucher codes
- Voucher mechanics and eligibility
- Content expectations and storytelling angles
- The need to balance brand objectives, creator motivation, and performance-focused execution
At this stage, everything existed as fragmented thoughts rather than a usable campaign brief.
How AI Was Used
Instead of manually structuring a deck from scratch, the AM used AI to map unstructured ideas into a strategic framework and generate a prompt that could later be used to create a presentation-ready creator brief.
AI’s role in this process included:
- Grouping scattered ideas into logical sections
- Translating internal and strategic thinking into creator-friendly language
- Structuring content into slide-by-slide format
- Ensuring clarity and execution readiness without losing strategic intent
Example Prompt Used to Generate the Creator Brief
You are a strategic content and campaign planning assistant for an affiliate network.
Your task is to transform scattered, unstructured campaign ideas into a clear, structured
Creator Brief in PPT-style format.Context:
Campaign Name: Traveloka 12.12 Super Sale
Brand: Traveloka
Partner: Ecomobi
Audience: Indonesian travel creators (affiliate-based)
Platform Focus: Instagram (Reels & Stories)Objective:
Create a creator-facing campaign brief that is easy to understand, actionable,
and optimized for performance.The output should be structured as slide-by-slide content with clear section titles
and bullet points.Required Slides & Content Structure:
Slide 1 – Campaign Objective
- Campaign mission and main goal
- What creators are expected to help achieve
- Why this campaign matters (value for audience & creator)
Slide 2 – Key Dates
- Campaign period
- Peak days
- Super peak / key highlight date
- Simple guidance on content timing strategy
Slide 3 – What Makes This Sale Special
- Flight deals
- Hotel promotions
- Extra voucher
- Flash sales
- Activities & tours
- Payment or bank promo (if applicable)
Slide 4 – Creator Deliverables
- Content types (Reels, Stories, etc.)
- Quantity per format
- Mandatory requirements (tags, hashtags, affiliate link, voucher code)
Slide 5 – Reels Content Direction
- Content angles that convert
- Duration guidance
- Tone & storytelling approach
- Mandatory mentions & on-screen elements
Slide 6 – Story Content Strategy
- Story sequence and purpose
- CTA and affiliate link placement
- Mandatory tagging rules
Formatting Rules:
- Write in clear, concise business English
- Use bullet points only
- Keep it creator-friendly and execution-oriented
- Structure the output as if it will be directly turned into presentation slides
Do not add analysis or explanation.
Only provide the final structured Creator Brief content.
From Prompt to Presentation
The structured output generated from this prompt was then used in Gamma AI to create a presentation-ready Creator Brief deck. This deck was shared directly with creators as the main campaign guideline.
Creator Brief Deck (Gamma AI)
https://gamma.app/docs/Creator-Brief-Traveloka-1212-SUPER-SALE-hjkuthlg3q0ttnk
Outcome
With this workflow, the AM was able to:
- Convert raw strategic thinking into a clear, structured campaign narrative
- Minimize back-and-forth clarification with creators
- Ensure consistent messaging across creators while maintaining performance-focused execution
- Reduce preparation time without compromising campaign clarity
Most importantly, the AM retained full control over the strategy—AI only supported the structuring and translation of ideas.
Closing
Drafting and mapping strategic ideas is one of the most underestimated parts of an AM’s role. The challenge is rarely a lack of ideas, but the ability to turn complex, overlapping thoughts into something others can clearly understand and execute.
AI excels at this exact stage. By acting as a structuring assistant, it helps AMs move faster from thinking to execution—without sacrificing clarity, alignment, or strategic intent.
When used thoughtfully, AI does not replace strategic thinking. It amplifies it—by turning unstructured ideas into clear directions that teams, creators, and partners can act on with confidence.
