INDEPENDENT APPLICATION PROJECT — not a Friendly website · synthetic stores and data DemonstrationCampaignStudioMeasurementDeskExplainer☏ (248) 810-1816
Mousa Batarseh Digital Media Director Candidate
An application for the Digital Media Director role

An offer changes twenty minutes before launch. What happens next?

Five dealerships, a marine business, every channel — and today, outside vendors in the middle. One changed fact used to mean nine chances to be wrong: an old price on the Lakeside email, an expired date on the Riverbend post, a customer sent to the wrong store. I'm Mousa Batarseh, from Warren. Before applying, I built the system that answers the question — in your brand — and wrote the 90-day plan to bring the rest of the work in-house.

Change one fact ↓▶ Explainer video · 5:41Open the Studio

Independent demonstration, Oct 1–3, 2026 — not a Friendly system. Stores, leads and offers are synthetic; vehicles are illustrative, never listed inventory.

Website · Northline Illustrative photograph of an SUV on an autumn road — not listed inventory

Autumn readiness inspection — $49

Brakes, battery, tires and fluids checked before the first frost. Book your slot at Northline.

Book the $49 inspection
Email · Lakeside
SubjectYour $49 autumn check at Lakeside
$49

Same inspection, same price, your store. Ends Oct 15.

Social · Riverbend
$49 autumn check Riverbend · ends Oct 15
10:00 AM · RELEASE 10:20Demo clock · Thu Oct 8, 2026
The demonstration — driven by the real Studio engine

Change one fact. Watch the system answer.

Demo clock · Oct 8, 2026 · 10:00 AM EDT Source revision 1 Ready

The Autumn readiness inspection campaign is approved for three demonstration stores on three channels — nine versions, all from one source. Everything below runs on the same validation engine as the Studio (25 KB, loaded from it directly). Change a fact and the dependency map, the nine checks and the release gate respond to actual state — nothing is scripted.

Dependency map — what this one fact touches

Dependency map: the campaign source feeds three stores, each with website, email and social versions, which all pass through the release gate.
    Approved & consistentNeeds review (approval no longer applies)Failing a check

    The checks

      The valid resolution

        Ready to release.Change a fact above to see what the system holds back, and why.

        What just happened

        Campaign approved: source revision 1, nine channel versions approved, nine checks passing. Release scheduled for 10:20.

        What the change does to the actual copy — Northline's three versions, from live state

        Engine: src/domain/engine.ts of the Studio, 138 tests, built Oct 1–2, 2026 · demo clock fixed at 2026-10-08 10:00 EDT so results are reproducible

        The campaign, as customers see it

        Expressive on the outside. Exact underneath.

        The same system renders the customer side: an automotive editorial theme in your white-and-blue, and a cinematic marine theme for Unriehl — distinct personalities on one engine, with the inquiry routed to the right demonstration store.

        Friendly Automotive campaign landing page — bold headline 'Make room for the long way' over vehicle photography
        Automotive campaign · desktop
        Campaign Release Studio creative review step on mobile
        Studio · creative review
        Unriehl Marine cinematic campaign experience on mobile
        Marine campaign · mobile
        View the automotive campaignView the marine campaignOpen the Studio workspace

        Built Oct 1–2, 2026 · 138 tests passing — QA evidence · photo licenses · verified at 320–1920 px

        How the numbers collect

        From a click to the scorecard — nothing invented in between.

        Every campaign page quietly counts what happens, with the campaign, store, channel and revision attached. In production the same contract maps onto Google Analytics; here you can watch it happen.

        • page_viewA visitor opens the campaign page. The visit is written down — with the campaign, the store, the channel and the exact revision that was live.
        • option_selectThey explore an option. That's an interest signal — exactly who retargeting should speak to.
        • detail_viewThey read the details. Real engagement, with honest denominators.
        • inquiry_startThey begin the form. This is where drop-off becomes visible, store by store.
        • inquiry_submitThey send it. A lead — routed to the right store's queue with everything they already said attached.

        What I will not do: call a page view an ad impression, call a form fill a sale, re-aim budget before the measurement spine exists, or promise savings without your own baseline. The discipline is the point.

        Live demo records — collected by the deployed Studio, captured Oct 3, 2026; seeded demo rows are labeled as such in the app
        Watch the numbers collect
        The Studio's Measurement view showing collected demo events and lead queue for the Weekend Drive campaign
        The Studio's Measurement view · collecting as you read this
        What one afternoon of looking found

        Four tag containers. And a deals hub measuring nothing.

        On October 2, 2026 I fetched each public group homepage once — HTML only, no scripts executed, no private systems touched — and recorded the measurement visible in the source. Starting points for an audit, not conclusions.

        PropertyTag containerVisible in page HTML · Oct 2, 2026
        jimriehl.com (group) GTM-W6G3MJ9 No Google Analytics ID, Google Ads tag, Meta/TikTok pixel, call tracking, or chat detectable in source.
        riehldeals.jimriehl.com None The group's own specials hub carries no tag manager and no analytics at all — campaign traffic landing there is invisible.
        friendlymokedetroit.com GTM-KRLGH4J Second, separate container. Same absences as above.
        jimriehlcommercial.com GTM-W65J9VP Third container.
        unriehlperformance.com GTM-TZ5BQPPL Fourth container. The legacy host unriehlsunsation.com still redirects in with a hand-written tracking tag (URI_ReDirection).
        Six dealer sites — Returned 403 to the audit script (bot protection); not inspected. Reported honestly rather than guessed.

        Caveat, stated plainly: tag containers can load analytics in ways this method can't see — which is exactly why Phase 1 of the plan is an access-level audit. But four separate containers and an unmeasured deals hub are already a fragmentation signal, and fixing them doesn't require a vendor.

        Method & raw results recorded Oct 2, 2026 · one GET per homepage, desktop user-agent, source HTML only

        The role itself

        The role, exactly as you posted it — and my read of it.

        The job isn't buying ads. It's owning the machine that buys them.

        Internalizing vendor work only pays off if three things exist inside the building: production capacity (creative gets made fast and correctly for every store — the demonstration above), measurement you trust (one analytics spine instead of a vendor's PDF — the findings above), and account ownership (Google, Meta, streaming — admin access held by the group, not the agency — the plan below).

        The system, the audit and the plan were built Oct 1–3, 2026, before this application was submitted
        The plan

        90 days to own it all.

        Sequenced so measurement lands before money moves. Every phase ends in something a general manager can hold. Adjusts to what the Phase-1 audit actually finds.

        Plan drafted Oct 2–3, 2026 from the public-site audit; internal spend, contracts and tooling are unknown until Phase 1

        DAYS 0–15

        Audit & take the keys

        • Inventory every vendor contract, ad account and tag container; secure group-held admin access to Google Ads, Analytics, Tag Manager, Business Manager and streaming platforms
        • Map current spend and lead flow per rooftop and department — sales, used, service, parts, body shop, rental, marine
        • Consolidate the four public tag containers into one governed workspace; put a counter on Riehl Deals

        Deliverable: a one-page baseline per store — what we spend, what we can and cannot measure, and who holds every key.

        DAYS 16–45

        Measurement before money

        • One Google Analytics structure: per-rooftop properties with a group roll-up; shared event and tracking-tag conventions — the same contract the Studio enforces at release time
        • Call tracking and form/chat attribution wired to campaigns; lead definitions agreed with the GMs
        • First monthly scorecard: cost per lead by store, department and channel — replacing vendor PDFs

        Deliverable: a scorecard the GMs trust, produced in-house, before any budget is re-aimed.

        DAYS 31–60

        SEM & retargeting come home

        • Rebuild Google Ads in-house: brand defense, new/used inventory, service and parts campaigns per store; shared negative lists
        • Retargeting audiences from the new analytics spine; social campaigns produced through the Studio pipeline — reviewed, consistent, on time
        • SEO continues throughout: fix what the audit flagged, keep the group's organic base growing

        Deliverable: first fully in-house campaign cycle — brief to release to report — with a vendor-vs-in-house cost comparison.

        DAYS 61–90

        Video, streaming & the verdict

        • YouTube and streaming-TV pilots sized per store; creative versioned per rooftop through the Studio
        • AI-assisted production where it compounds: variant copy, creative QA, reporting automation — always reviewed by a person before release
        • Keep/kill decision on every remaining vendor line item, argued with our own numbers

        Deliverable: the internalization verdict — what stays outside, what's now ours, and the run-rate saved.

        Who's asking

        Seven years running digital for Michigan multi-location retail.

        I was the sole webmaster and digital lead for a 200+ location Michigan retailer Wild Bill's Tobacco · Oct 2024 – Jul 2025 and before that ran two wholesale brands' storefronts in parallel — 14,000+ SKUs, migrations with redirects intact, seasonal campaign calendars, Google Analytics and Search Console reporting leadership actually read Universal Wholesale & United Textile · Jun 2019 – Apr 2024

        I build with AI daily — this project included — hold Google Digital Marketing & E-Commerce and Wharton digital-marketing certificates, and I'm bilingual, English and Arabic. What I don't bring: years of media buying at agency scale. What I bring instead: the production system, the measurement discipline and the ownership mindset that make internalized buying work — and a plan that sequences the learning curve where it can't hurt the stores.

        Jim Riehl's Friendly dealership in Lapeer, Michigan
        Your Lapeer store. Photo © Jim Riehl's Friendly Automotive Group, from jimriehl.com — used here solely to present this application to its owner.