Building an AI Team for International Marketing

Agenda

1. 01

   The Case: Cumari Cozinha Brasileira

   A fictional São Paulo restaurant chain (38 own stores, R$ 152M in annual revenue, 22% store margin, a “contemporary Brazilian” brand) takes the board’s question: should we go international, and if so, where and how? Three candidate markets (Miami, Lisbon, Buenos Aires), a R$ 12M budget, a 36-month payback per unit, a 20% minimum IRR in BRL and a brand that cannot be licensed. No candidate wins on everything, which is what makes it a real decision.

2. 02

   Organizing AI as a Department

   Why one agent per stage beats one giant prompt: a single owner per step, handoffs as files that appear in the project folder, an orchestrator that coordinates but never analyzes, and a result that reruns when the data changes. The anatomy of a reliable agent in five components: trigger, objective, process, context, rules. What makes an agent trustworthy is its structure, not the size of its prompt.

3. 03

   The Project: Folders, Context and Source Data

   Building the case project step by step: five folders (company context, source data, agents, agent results, final deliverables) plus the master instruction file. Who authors each input and why it matters: the executive briefing, the expansion policy and the board decision framework come from the CEO, CFO/legal and governance, never from the department asking for the expansion; the three source spreadsheets (store performance, candidate market profiles, macro and cultural assumptions) come from operations, market intelligence, treasury and HR. Analysis without the company’s own rules is opinion; the documents turn analysis into verification.

4. 04

   Building the Three Agents and the Orchestrator

   Live in Claude Cowork, one creation prompt per agent, each packaged as a reusable skill. Agent 1, the International Market Analyst: internal readiness, PEST, CAGE distances, Hofstede dimensions and a weighted attractiveness matrix - it compares and never recommends. Agent 2, the Market Strategy Manager: 60-month projections per market in local currency, entry modes, marketing mix (4Ps), pricing, payback, IRR, NPV and FX sensitivity, with a pass/fail check against the expansion policy - it verifies and never writes for the board. Agent 3, the International Marketing Director: challenges the previous agents’ assumptions, applies the five-dimension decision framework with green, amber and red signals, and delivers the verdict as a board deck. Then MASTER_INSTRUCTION.md, the orchestrator that discovers the files, invokes each agent in order and validates every handoff through gates: a missing file stops the flow, never “carry on anyway”.

5. 05

   Running the Flow and Auditing the Output

   A new session, the folder connected and a single instruction: the whole team runs from raw data to Recomendacao_Diretoria.pptx in about 65 minutes, and you watch each deliverable appear in the folder in order. The Cumari verdict: proceed with conditions, Lisbon, two phased own stores - three greens, two ambers, zero reds, with four conditions that each have an owner, a deadline and a trigger. Then the audit script: placeholders zeroed, numbers cross-checked between files, boundaries respected, verdict driven by the framework’s rules rather than the agent’s taste. Closing with reuse: a new quarter, new markets, a new company or a new policy limit, same agents.

What participants take away

• ✓Decompose a business decision into specialized AI agents, each owning exactly one stage, with file-based handoffs that make the work visible and auditable in a project folder.
• ✓Write a creation prompt around the five components (trigger, objective, process, context, rules) and turn it into a reusable Claude skill, complete with references, scripts and a validator, so the agent decides and the script does the arithmetic.
• ✓Set up a project structure and a master instruction file so that a brand-new session can run the entire team, in order, with one instruction and no manual coordination.
• ✓Read AI output like a board member: check that no agent crossed its boundary, trace every headline number back to its source tab, and tell a verdict that follows explicit decision rules apart from one that merely sounds confident.
• ✓Apply the international marketing toolkit - PEST, CAGE, Hofstede, attractiveness matrix, entry modes, 4Ps, payback, IRR, NPV and FX sensitivity - through agents rather than by hand, and rerun the same team when the data, the markets, the company or the policy change.