Volume 4 — Media Strategy & Digital Marketing Design Brief

How to read this volume

A design brief, not a prescription

Corrina,

Volume 4 is the strategic blueprint that hands the marketing and digital acquisition workstream to your team. It is deliberately written as a design brief — not a creative deck and not a media plan. It tells you the thesis, the constraints, the brand spine, the audience architecture, the 12-month campaign arc, and the sample creative direction we have already proven. It does not tell you how to execute media buying, optimise creative, or run your team. That is your craft, and it is why Mathew has engaged you.

Inside the Flip 360 Programme Management Office (see Chapter 12) you are the Workstream Lead for Marketing & Digital Acquisition (WS1), reporting fortnightly into the PMO Steering Committee, with full creative authority within the strategic guardrails of this document. You will be a peer of the Commission Engine workstream (WS2) which I lead from the CoSai side; we will run aligned sprints, share the same RAID log, and present jointly to Mathew every sprint review.

The hero film we have already produced (see Chapter 3) is your starting asset and your style bible. Everything that follows — every static, every carousel, every podcast read, every Story — must inherit its colour grade (#0a1628 navy + #c9a961 gold), its knee-down framing, its right-foot gold particle trail, and its central thesis: "the shoes change, the walk doesn't."

The four sample ad creatives in Chapter 8 are not finals. They are style proofs demonstrating the visual register we expect across all channels. Your team will redraft, A/B test, optimise and scale them.

Welcome to the programme. Let's give every working Australian their second leg.

Carla Oliver
PMO Director · CoSai CFO Services
[email protected] · 0403 809 040

Contents

Thirteen chapters

01 Executive Summary

02 The Paradigm Thesis

03 The Hero Film — Production & Script

04 Brand System & Visual Language

05 Audience Architecture

06 Channel Strategy

07 The 12-Month Campaign

08 Sample Paid Ads — All Channels

09 Content Pillars & Editorial Calendar

10 Measurement Framework

11 Compliance & Disclosure

12 The PMO Structure

13 Engagement Terms & Ways of Working

Chapter One

Executive Summary

In one paragraph

Flip 360 will be brought to market over twelve months as a national paradigm-shift campaign, not a feature launch. The central thesis — that every Australian has been told to hop on one leg for their entire career, and that Flip 360 is the second leg they've never been told they had — will be carried by a hero film, four professional archetypes (broker, woman professional, tradie, nurse), and a four-phase narrative arc (Awareness → Conviction → Conversion → Compounding). The workstream is executed by Your Digital Team under the Flip 360 PMO, with measurable handoffs into the Commission Engine and Vertical Partnerships workstreams.

Strategic objectives — 12 months

#	Objective	Measure	Target by Month 12
1	Establish category awareness for "active + passive" walking metaphor	Aided brand recall (national panel)	≥ 18% among target verticals
2	Build a qualified affiliate pipeline across seven verticals	Affiliate sign-ups (MQL → SQL)	≥ 2,500 signed affiliates
3	Convert affiliates to first paid commission inside 60 days	Time-to-first-commission	Median ≤ 60 days
4	Drive a self-reinforcing referral flywheel	Affiliate-to-affiliate referrals	≥ 30% of new sign-ups from existing affiliates
5	Earn earned-media coverage for the paradigm	Tier-1 Australian media mentions	≥ 12 (AFR, SMH, ABC, podcast top-100)

Budget envelope (indicative)

Category	12-month allocation (AUD)	% of total
YDT retainer (production, creative, account management)	$240,000	30%
Paid media buy — Meta, LinkedIn, YouTube, Google, TikTok	$360,000	45%
Podcast & radio sponsorships	$80,000	10%
Hero film 2.0 + vertical re-cuts (months 4, 7, 10)	$60,000	7.5%
Influencer & vertical KOL partnerships	$40,000	5%
Earned media + PR retainer	$20,000	2.5%
Total — 12-month envelope	$800,000	100%

Budget is indicative; final media buy quantum to be set at Sprint 0 of the Marketing workstream against Mathew's approved funding round.

Chapter Two

The Paradigm Thesis

A paradigm shift is not a feature. It is a reframe of the unspoken rules. The marketing strategy is built on a single thesis that must be carried, unchanged, across every channel, every creative, every quarter:

"If active income is your right leg and passive income your left, then we have all been told to hop along on one leg for our entire career. Work hard. Earn active. Pay tax. Pay the mortgage. Then — maybe, decades from now — retire. And finally, put the other leg down."

— The opening of the Flip 360 hero film

Why this thesis works

Mechanism	Why it persuades
Reframe of the default	Most financial advertising sells more active income (a better job, a side hustle). Flip 360 sells the second leg entirely — and reframes the current state as absurd ("we've all been hopping").
Universal physical metaphor	Walking is the most universally understood human motion. No financial literacy required to feel the truth of "two legs is better than one."
Anti-retirement framing	"Retirement was never meant to be the first time you stood on both feet" reframes the cultural promise — retirement is the cruel reward for forty years of hopping. Visceral. Memorable. Shareable.
Permission-giving	"Every introduction you already make" — we are not asking the affiliate to work harder. We are asking them to monetise what they already do for free. Zero behaviour change.
Cross-vertical applicability	The shoes change (suit, scrubs, steel-caps, heels) — the walk doesn't. The same creative spine works for every vertical we will recruit.

What this thesis is NOT

It is not "make money in your sleep." Those words are reserved for the second-order message after the metaphor has landed.
It is not a get-rich-quick promise. The grade, voice and pace must remain measured and dignified at all times. We are not a hustle brand.
It is not "side hustle." A side hustle is more active income. Flip 360 is the structurally different second category.
It is not "MLM." The compliance chapter (Ch. 11) hard-prohibits any MLM-adjacent language, recruitment pyramids, or "your downline" framing.

Chapter Three

The Hero Film

The 37-second hero film is the master asset of the campaign and the style bible for every downstream creative. It comprises four 8-second cinematic cuts plus a 5-second legacy hold, layered with a measured Australian male voiceover. It is currently published on the Flip 360 founder portal.

View the hero film

Open the Flip 360 portal home page — the film plays inline at the top of the page.

The four walks

#	Subject	Wardrobe	Setting	Represents
1	Professional man (0–8s)	Navy suit + polished brown dress shoes	Sun-warmed CBD pavement	Mortgage broker · Insurance broker · Real estate agent · Conveyancer · Finance broker · Financial planner
2	Professional woman (8–16s)	Tailored cream trousers + tan leather block heels	Marble office lobby → street	Tax accountant · Business adviser · Legal professional · The female affiliate base
3	Tradie (16–24s)	Hi-vis orange cargo pants + scuffed steel-cap boots	Sun-baked construction site concrete	Builder · Trades · Project developer · Site supervisor
4	Nurse (24–32s)	Navy scrubs + white clinical clogs	Hospital corridor → sunlight doorway	Essential workers · Public-sector professionals · "Everyone in between"
Tail	Legacy wide shot (32–37s)	Family on golden horizon (back shot)	Suburban path to sunrise	The emotional payoff — who we walk for

The voiceover script (verbatim)

"If active income is your right leg, and passive income your left — then we've been told to hop along on one leg for our entire career.

Work hard. Earn active. Pay tax. Pay the mortgage. Then — maybe, decades from now — retire. Flip 360 says: no.

Why wait forty years to walk when you can walk from today? Whether you're on the wards, on the tools, or behind the desk — every introduction you already make earns passive income. Quietly. Repeatedly. While you sleep.

Flip 360. Two legs. Two incomes. Every step of your life."

Production specifications (locked)

Total runtime	37 seconds
Aspect ratio	16:9 (master) — re-cuts required for 9:16, 1:1, 4:5
Camera language	Low ground-level tracking shot, knee-down framing, no faces, no upper body
Signature motif	Golden particle trail behind the right heel — must persist across every cut and every re-cut
Colour grade	Deep navy (#0a1628) shadows, rich gold (#c9a961) highlights — sun-warmed, anamorphic 35mm aesthetic
Voiceover	Mature Australian male, mid-50s, warm/grounded — voice ID "English_Aussie_Bloke" or equivalent
Music bed	None on master cut. Optional licensed sparse piano bed for vertical re-cuts (no synth, no driving percussion)
End frame	Legacy wide shot — back of walking man toward family silhouettes on golden horizon

Brief for YDT

Months 4, 7, and 10 of the campaign call for vertical-specific re-cuts of the film (see Ch. 7). YDT to produce 15-second and 6-second derivatives for each named vertical, holding the master style bible above unchanged. Master film is the property of Flip 360 and must not be re-graded, re-scored, or recropped without PMO sign-off.

Chapter Four

Brand System & Visual Language

Colour palette (hex-locked)

Primary Navy

#0a1628

Headlines · Foundations · Trust

Mid Navy

#1e3a5f

Gradients · Sub-headlines

Signature Gold

#c9a961

Accents · CTAs · Passive leg

Warm Cream

#fdf9ed

Backgrounds · Pages · Calm

Typography

Use	Typeface	Weights	Why
Display & headlines	Source Serif Pro	400 · 600 · 700	Editorial gravitas. Communicates institutional trust. Anti-hustle.
Body & UI	Inter	300 – 900	Modern, legible, mobile-first.
Italic accents	Source Serif Pro Italic	400	Used sparingly for the signature lines ("Walking is human")

Core visual motifs

Knee-down framing. Faces are never the hero. Shoes and lower legs are. This is the visual democracy of the brand — no one is excluded.
Right-foot golden trail. A soft particle wake behind the right heel of every walking subject. Symbolises compounding passive income. Must be present in every video and most stills.
Navy-to-gold colour transition. Pavement begins in cool navy shadow and transitions to golden horizon — the visual metaphor for the journey from active grind to walking freedom.
Anamorphic cinematography. All video is shot/graded for shallow depth, 35mm anamorphic feel. Never iPhone-vertical-handheld.
No stock photography. Stock is forbidden. All hero imagery is bespoke. YDT may commission additional bespoke shoots; budget contemplates this.

Brand voice — the three rules

1. Measured, never urgent.

No "Act now!" No countdown timers. No exclamation marks beyond the rare emphatic. We sell a paradigm; paradigms don't sell on urgency.

2. Australian, never aspirational-American.

No "your best self." No "10x your income." Plain Aussie English. Dignified. Honest. Slightly understated.

3. Permissive, never pressuring.

"You can walk from today" — not "you must." The brand respects the audience's intelligence and timing.

Chapter Five

Audience Architecture

The Flip 360 audience is not "Australian adults". It is a precisely-tiered architecture of seven verticals × three life-stages × two affiliate-readiness levels. YDT to build targeting taxonomy off this matrix.

Tier 1 — The seven verticals (priority order)

Vertical	Primary Australian regulator	Audience size (AU)	Average referral commission potential	Recruitment priority
1. Mortgage brokers	ASIC / NCCP / MFAA / FBAA	~21,000 brokers	$$$$ (high)	Phase 1 — month 1
2. Insurance brokers	ASIC / AFCA / NIBA	~16,500 brokers	$$$ (high)	Phase 1 — month 2
3. Tax accountants	TPB / CPA / CA ANZ	~36,000 accountants	$$ (medium-high)	Phase 1 — month 3
4. Real estate & conveyancers	State Fair Trading · LIV	~85,000 agents · 4,500 conveyancers	$$$ (high)	Phase 2 — month 4
5. Financial planners	ASIC AFSL / FAAA	~15,000 advisers	$$$$ (high)	Phase 2 — month 5
6. Builders / project developers	State licensing · MBA · HIA	~190,000 licensed builders	$$$ (high)	Phase 3 — month 7
7. Trades (sparkies, plumbers, etc.)	State licensing	~470,000 licensed tradies	$$ (medium)	Phase 3 — month 8

Tier 2 — Life-stages within each vertical

Life-stage	Age range	Pain point	Trigger message
Building (early career)	25–34	"I'm working flat out and still falling behind"	The second leg starts compounding earliest if you start now.
Established (mid career)	35–49	"I have a network. Why am I not monetising it?"	Every referral you give for free has been someone else's income.
Optimising (late career)	50–64	"Retirement is closer than the income I need"	It's not too late to put the second leg down — but the next 36 months matter most.

Tier 3 — Affiliate readiness

Warm — already referring informally

Professional already makes regular introductions inside their network. Goal: convert behaviour into a logged, paid event. Highest LTV cohort.

Cold — referring but not aware they could be paid

Has the network and behaviour but has never been told there's a structurally compliant way to monetise it. Largest cohort.

Chapter Six

Channel Strategy

Eight channels carry the campaign. Each plays a specific role inside the four-phase arc — none are run on default best-practice; all are pulled toward the paradigm thesis.

Channel	Role	Primary phase	Best creative format	% of paid budget
Meta — Facebook & Instagram	Mass awareness · vertical retargeting · life-stage segmentation	Awareness · Conviction	Square static + 6/15s video re-cuts	30%
LinkedIn	B2B professional conviction · vertical-by-vertical sponsored content	Conviction · Conversion	1200x627 sponsored content + thought-leadership articles by Mathew	25%
YouTube	Full-length hero film · pre-roll · long-form founder POV interviews	Awareness · Conviction	37s master film + 6s/15s bumpers	15%
TikTok & Instagram Reels	Reach · paradigm-shift virality · younger life-stage	Awareness · Compounding	9:16 vertical re-cuts · "shoes change, walk doesn't" series	10%
Google Search & Display	Bottom-funnel capture · branded search defence · vertical keywords	Conversion	Responsive search ads + 728x90 leaderboards	10%
Podcasts (national)	Premium audio · founder voice · long-form trust	Conviction	60s host-read · 15s programmatic · Mathew guest interviews	5%
Earned PR	Tier-1 financial media · AFR · ABC · SMH · podcasts	All phases	Founder profile + paradigm thought leadership	3%
Email & CRM (owned)	Nurture · onboarding · proof-of-commission moments	Compounding	Weekly editorial + commission receipts	2%

Chapter Seven

The 12-Month Campaign

Four phases. Four narrative beats. One unbroken story arc.

M1–3 Phase 1

AWARENESS — "The Hop"

Break the spell. Establish the absurd premise — that we have all been hopping on one leg. Pure thesis-carrying creative. No CTA other than "watch the film".

Hero creative

Master 37s film · 15s YouTube pre-roll · square Meta static · LinkedIn thought-leadership ("The Hopping Australian" by Mathew)

Goal

National aided recall ≥ 8% across mortgage broker + accountant verticals by end of M3.

M4–6 Phase 2

CONVICTION — "The Walk"

Introduce Flip 360 as the answer. Founder POV. Trust-building through demonstration of the commission engine (Vol 2). Soft CTA: "see how it works".

Hero creative

Founder interview series (long-form YouTube) · podcast sponsorships · LinkedIn sponsored content × vertical · "How the hash chain protects your commission" explainer reel

Goal

1,000 affiliate waitlist sign-ups by end of M6. Tier-1 PR pickup (AFR or ABC).

M7–9 Phase 3

CONVERSION — "Your Right Leg"

Vertical-specific calls to action. Each vertical sees its own re-cut of the hero film with its own profession named explicitly. Hard CTA: "Become an affiliate".

Hero creative

Seven vertical re-cuts of the hero film (mortgage broker, insurance, tax, real estate, financial planning, builders, trades) · Google Search vertical keywords · LinkedIn lead-gen forms · Meta lookalike-modelling off Phase 2 waitlist

Goal

Total signed affiliates ≥ 1,500 by end of M9. Median time-to-first-commission ≤ 75 days.

M10–12 Phase 4

COMPOUNDING — "Proof You're Walking"

Real affiliate stories. Actual commission receipts. The flywheel becomes the message — "look who else is walking now." Affiliate-to-affiliate referral becomes the dominant acquisition channel.

Hero creative

Affiliate testimonial film series (one per vertical) · "Receipt of the month" social posts · founder-led "State of the Walk" annual address · referral mechanic embedded in every CTA

Goal

Total signed affiliates ≥ 2,500. ≥ 30% of new sign-ups from existing affiliate referrals. Renew media envelope for Year 2.

Month-by-month delivery calendar

Month	Phase	Hero deliverable	Vertical focus	Lead workstream interlock
M1	Awareness	Hero film live · LinkedIn launch · Meta awareness flight starts	Mortgage brokers (lead)	WS2 — commission engine MVP ready
M2	Awareness	"The Hopping Australian" essay published (AFR opinion piece pitch)	Insurance brokers	WS4 — legal disclosure language locked
M3	Awareness	Podcast sponsorship wave 1 · 15s YouTube bumpers · TikTok seeding	Tax accountants	WS3 — Mathew media training complete
M4	Conviction	Hero film re-cut #1 (broker vertical) · founder interview series E1	Conveyancers · Real estate	WS6 — first vertical BDM hire onboarded
M5	Conviction	LinkedIn vertical campaign × 4 · podcast wave 2	Financial planners	WS5 — platform onboarding flow live
M6	Conviction	Tier-1 PR placement target · waitlist hits 1,000	All verticals — cross-pollination	WS2 — first paid commission processed
M7	Conversion	Vertical re-cut #2 (accountant) · Google Search live across 7 verticals	Mortgage + insurance push	WS6 — second BDM hire
M8	Conversion	Vertical re-cut #3 (tradie/builder) · Meta lookalike acquisition	Builders · Trades	WS4 — state-licensing compliance audit complete
M9	Conversion	Mid-campaign founder address (live-streamed)	Optimising-life-stage push	WS3 — Mathew speaking-circuit launch
M10	Compounding	Affiliate testimonial film E1 · "Receipt of the Month" cadence begins	Top-performing verticals double down	WS5 — referral mechanic in product
M11	Compounding	Affiliate testimonial film E2 · partner-vertical co-marketing	Cross-vertical referrals	WS6 — channel partner programme live
M12	Compounding	"State of the Walk" annual address · Year-2 media planning	All verticals	All workstreams — annual programme review

Chapter Eight

Sample Paid Ads — All Channels

These are style proofs, not finals. Each demonstrates the visual and copy register expected across the channel. YDT to redraft, A/B test, optimise for placement, and scale into vertical-specific variants per Ch. 7.

META · FACEBOOK + INSTAGRAM FEED · 1080×1080

"Hopping is exhausting. Walking is human."

Goal: Top-of-funnel awareness. Stop the scroll. Plant the metaphor.

Primary copy (above the image):

"Every introduction you already make for free could be earning you passive income. Without changing your job. Without changing your life. Flip 360. Two legs. Two incomes."

CTA: Learn how → (links to founder portal hero film)

Test variants: Headline swap with "You don't need a side hustle. You need a second leg." · Image swap with woman heels variant for women-skewed audiences.

LinkedIn sponsored content — A new class of professional

LINKEDIN · SPONSORED CONTENT · 1200×627

"Mortgage broker. Conveyancer. Accountant. Adviser."

Goal: B2B professional conviction. Establish category legitimacy.

Primary copy:

"You've spent your career building a network that refers your services. What if that same network could refer your second income? Flip 360 is the platform that turns every introduction you already make into compliant, hash-chained, audit-grade passive commission."

CTA: Learn more → (LinkedIn Lead Gen Form attached for B2B capture)

Sequencing: Pairs with a Mathew Punter thought-leadership article published in the same week.

Story / TikTok vertical — For the tradie who refers mates

INSTAGRAM STORY · TIKTOK · REELS · 1080×1920

"Every mate you've ever sent on earns you nothing. Until now."

Goal: Vertical activation — tradie, builder, on-site professional. Thumb-stop on Stories.

Voice-over (vertical re-cut of hero):

"On the tools. On the road. On the job. You've referred a hundred mates to a sparky, a plumber, a broker. Flip 360 turns the next referral into income."

CTA: Swipe up / Tap to learn how →

Note: This unit is the highest-virality creative in the matrix. Should also be cut as a TikTok organic post by Mathew personally for founder-channel boost.

YouTube companion — Australia, we've been told to hop on one leg

YOUTUBE · COMPANION BANNER + PRE-ROLL · 1920×1080

"Australia — we've been told to hop on ONE leg for our whole career."

Goal: Hero film distribution. Six-second bumpers + 15s skippable pre-roll + 37s non-skippable for high-intent placements.

Targeting: Affinity audiences — Australian small-business owners, mortgage broking, insurance, real estate. Custom intent — vertical keywords.

CTA: Watch the film → (takes the viewer to the founder portal full-length film)

Google Display leaderboard — Your right leg has been earning nothing

GOOGLE DISPLAY · LEADERBOARD · 728×90 + RESPONSIVE

"Your right leg has been earning nothing. Flip 360 changes that."

Goal: Bottom-funnel retargeting. Branded search defence.

Responsive Search Ad copy variants:

Headline 1: "Your second income is already in your network."
Headline 2: "Earn passive while you earn active income."
Headline 3: "Mortgage brokers — start walking."
Description 1: "Hash-chain audited. ASIC-compliant. No lock-in. Become a Flip 360 affiliate today."

CTA: Start walking →

PODCAST · HOST-READ + COMPANION GRAPHIC · 1600×900

"The paradigm reframing how every Australian thinks about retirement."

Goal: Premium audio trust-building during Phase 2 Conviction.

60-second host-read script:

"Australia, this episode is brought to you by Flip 360. Most of us have been told that the way to financial freedom is to work harder and earn more active income. Flip 360 says: that's hopping on one leg. The second leg — passive income — has always been there. Every introduction you make for a broker, a planner, a builder, has been someone else's commission. Until now. Flip 360 is the platform that turns the network you already have into the second income you've never been told you could have. Walk over to flip360.com.au and see how it works."

Target placement: The Money Café, Equity Mates, Australian Finance Podcast, How I Made It, Mentor List.

Chapter Nine

Content Pillars & Editorial Calendar

All organic and editorial content rolls up to four pillars. Each pillar has a designated weekly cadence and a designated owner. YDT to build the editorial calendar against this taxonomy.

Pillar	Voice	Cadence	Example formats
1. Founder POV — Mathew	First-person, conversational, opinionated	1× LinkedIn essay/week · 1× podcast guesting/month	"Why I'm building this" · "What I learned hopping" · "The day I put down the second leg"
2. Paradigm Education	Third-person, explanatory, dignified	2× short videos/week · 1× long-form article/month	"What is the second leg?" · "Why retirement was the original con" · "Walk-through of the hash chain"
3. Affiliate Stories	Real Aussies, knee-down framed	1× testimonial film/month from Phase 4	"Meet Sam, mortgage broker, $4,200/mo passive" · "Meet Linda, conveyancer, walking now"
4. Proof Receipts	Data-first, no embellishment	1× "Receipt of the Week" post · monthly aggregate dashboard	"Last week we paid 412 affiliates a total of $187,000 in tracked commissions"

Chapter Ten

Measurement Framework

Primary Outcome

Affiliates who have received their first paid commission

Not sign-ups. Not clicks. Not waitlist. The primary outcome is the moment an affiliate has stood on both legs for the first time. Every channel, every dollar, every creative rolls up to this number.

KPI hierarchy

Tier	KPI	Owned by	Reporting cadence
1 — Outcome	Affiliates with first paid commission	PMO (joint WS1 + WS2)	Monthly to Founder
2 — Performance	Affiliate sign-ups · CAC by vertical · LTV by vertical	WS1 (YDT)	Sprint review (fortnightly)
3 — Diagnostic	CPM · CTR · landing-page conversion · email open · CRM stage flow	WS1 (YDT)	Weekly
4 — Brand	Aided recall · category association · sentiment	WS1 (YDT) — quarterly panel survey	Quarterly

Attribution model

Multi-touch data-driven attribution in GA4 across all paid channels.
UTM taxonomy standardised by YDT and audited monthly by the CoSai analyst (under WS2).
Affiliate-to-affiliate referral codes are first-class citizens — the hash-chain ledger from Vol 2 provides ground truth for the flywheel KPI.
Brand vs performance split — minimum 30% of paid spend retained for brand-building (non-attributable) at all times.

Chapter Eleven

Compliance & Disclosure

Marketing copy is regulated, full stop. Every creative passes through a compliance review managed by the Legal & Corporate Structure workstream (WS4) before media buy.

Hard prohibitions — never appear in any Flip 360 creative

Prohibition	Reason
"Guaranteed" income / commission	ASIC, ACCC misleading conduct (Sec 18 ACL)
"Risk-free", "passive", "no work" without qualifier	Misleading inducement risk
Specific income projections without disclaimer	ASIC, AANA Code
Any MLM-adjacent language ("downline", "team", "build your network of recruits")	Flip 360 is not MLM; we must not be confused with it.
Personal financial advice phrasing	AFSL territory — we do not provide PFA
Mortgage / loan / credit specific claims	NCCP Act, ASIC Regulatory Guide 209

Mandatory inclusions

"Flip 360 Pty Ltd · ABN/ACN visible on landing page and footer of every paid creative."
"Affiliate commissions tracked by an immutable audit ledger. Past performance does not guarantee future commission."
"You should consider your own circumstances before acting. Flip 360 does not provide personal financial advice."
For any vertical-specific creative — the corresponding regulator-mandated disclosure (NCCP for broker creative, AFSL for adviser creative, etc.).

Approval workflow

Every paid creative must clear a two-step compliance gate before live:

YDT internal review against this chapter (24h SLA)
WS4 Legal workstream sign-off (48h SLA — managed through the PMO Jira board)

Until WS4 is filled, Carla (PMO Director) carries the legal sign-off authority under a temporary delegation from Mathew, with external legal counsel on call.

Chapter Twelve

The Flip 360 PMO Structure

Flip 360 is delivered through a six-workstream Programme Management Office. Mathew is Founder and Product Owner. Carla Oliver is PMO Director. Two workstreams are engaged today; four are vacant and being actively recruited.

Flip 360 PMO organisational chart — Mathew Punter Founder, Carla Oliver PMO Director, six workstreams below

The six workstreams

WS1 · Marketing & Digital

ENGAGED

Marketing & Digital Acquisition

Lead: Corrina McGowan, CEO, Your Digital Team

Remit: Brand, paid media, creative production, content, social, PR, affiliate funnel acquisition. Owns this Volume 4 from cover to cover.

Interlocks with

WS2 (commission events → "receipt" content) · WS4 (legal sign-off) · WS6 (vertical campaign sequencing)

WS2 · Commission Engine

ENGAGED

Commission Engine & Trust Infrastructure

Lead: Carla Oliver, Principal, CoSai CFO Services

Remit: The forensic-grade tracking and calc of referral commissions. Hash chain, event log, banker's rounding, GST/RCTI, Stripe Connect, reconciliation. The "stock-exchange-grade trust" engine from Vol 2.

Interlocks with

WS5 (platform engineering) · WS4 (regulatory) · WS1 (proof-receipt content)

WS3 · Founder Coaching

VACANT

Founder Capability & Coaching

Lead sought: Senior executive coach with founder-CEO scaling experience. Ideally former operator of an ASX-listed or PE-backed business who now coaches.

Remit: Mathew's transition from founder/operator to founder/CEO of a regulated platform. Media training, board readiness, pitch craft, public speaking, founder voice for podcast circuit (Ch. 9 Pillar 1).

Engagement model

Fractional · ~1 day/week · 12-month minimum · reports to Mathew direct, dotted line to Carla PMO

WS4 · Legal & Corporate

VACANT

Legal & Corporate Structure

Lead sought: Senior commercial lawyer with ASIC, NCCP, AFSL, AUSTRAC, Privacy Act and ACL experience. Australian-qualified. Either embedded in-house counsel or fractional partner from a mid-tier firm.

Remit: Corporate structure (Pty Ltd / trust / shareholder agreements), affiliate T&Cs, regulatory disclosure framework, marketing compliance gate (Ch. 11), platform terms of service, IP register.

Engagement model

Retained counsel · variable utilisation · capped monthly · reports through Carla PMO

WS5 · Platform Engineering

VACANT

Platform Engineering & Data

Lead sought: Senior full-stack / edge engineer with Cloudflare Workers, D1, KV, R2, Stripe Connect, security architecture, and event-sourced systems experience. Ideally with one prior fintech/regtech build.

Remit: The technical build of the Flip 360 platform per Vol 2. Affiliate portal, dashboards, API integrations, security hardening, SRE/observability. Owns the build whilst Carla owns the commission engine logic.

Engagement model

Embedded · 4–5 days/week · 6-month rolling contract · reports to Mathew with delivery accountability through Carla

WS6 · Vertical Partnerships

VACANT

Vertical Partnerships & BDM

Lead sought: Senior business development manager with a personal book of relationships in mortgage broking, insurance, accounting or financial planning. Ideally ex-aggregator, ex-broker network, or ex-BDM of a national fintech.

Remit: Sign vertical channel partnerships (aggregators, broker networks, industry bodies). Drive affiliate recruitment at scale through wholesale channels. Owns the Phase 3 Conversion KPI from Ch. 7.

Engagement model

Embedded · full-time · base + commission on signed affiliate networks · reports to Mathew, sprint cadence with Carla

Governance cadence

Forum	Frequency	Attendees	Purpose
Sprint review	Fortnightly	All workstream leads + Mathew + Carla	Demo working software, creative, partnership progress · KPI rollup · RAID
Steering committee	Monthly	Mathew · Carla · Corrina · plus rotating workstream lead	Strategic decisions · budget reallocation · risk escalations
Quarterly business review (QBR)	Quarterly	All workstream leads + Mathew + Carla + external advisor (TBA)	Phase gate review · year-plan re-baseline
Founder 1:1	Weekly	Mathew + Carla	PMO heartbeat · escalations · founder priorities

Chapter Thirteen

Engagement Terms & Ways of Working

YDT engagement summary

Workstream	WS1 — Marketing & Digital Acquisition
Engaging party	Flip 360 Pty Ltd · via the PMO directed by CoSai CFO Services
Lead	Corrina McGowan, CEO, Your Digital Team
Term	12 months · with quarterly review gates · no lock-in beyond 30-day notice
Commercials	To be agreed between YDT and Flip 360 directly · indicative envelope per Ch. 1 budget table
Reporting line	Workstream Lead reports to PMO Director (Carla Oliver) for delivery cadence, and to Founder (Mathew Punter) for strategic direction
Cadence	Fortnightly sprint reviews · monthly Steering · quarterly QBR (per Ch. 12)
IP	All creative produced under this engagement is the property of Flip 360 Pty Ltd · YDT retains portfolio/case-study rights subject to PMO sign-off
Tooling	Shared PMO Jira board · shared Drive · shared RAID log · weekly status PDF to Founder

CoSai engagement summary (for completeness)

Workstreams	WS2 — Commission Engine & Trust Infrastructure · plus PMO Director role across all six workstreams
Lead	Carla Oliver, Principal, CoSai CFO Services
Engagement instrument	Vol 3 — Proposal of Engagement (already executed)
Term	12 months · $5,000/month fixed · cancel any time

RACI for cross-workstream decisions

Decision	R	A	C	I
Hero film master cut changes	YDT (WS1)	Mathew	Carla · all WS leads	All
Media spend reallocation > $25k	YDT (WS1)	Mathew	Carla	All WS leads
New vertical activation	WS6 (BDM)	Mathew	WS1 · WS4 · WS2	All
Compliance copy variants	WS4 (Legal)	Carla (acting)	WS1	Mathew
Affiliate T&C amendments	WS4 (Legal)	Mathew	WS2 · WS1	All
Commission rate changes	WS2 (Carla)	Mathew	WS1 · WS6	All

Welcome to the programme.

Corrina — your team is now formally part of how Mathew Punter is going to give every working Australian a second leg to stand on. This document is your design brief and your authority to act. The PMO is your operating spine. Carla is your governance partner.

Let's give Australia back the second leg.

Document reference: FLIP360-V4-MEDIA-001 · v1.0 · May 2026
Issued by: Carla Oliver, PMO Director, CoSai CFO Services · [email protected] · 0403 809 040
Issued to: Corrina McGowan, CEO, Your Digital Team · [email protected]
Endorsed by: Mathew Punter, Founder & Product Owner, Flip 360