Selected work

The number of angles worth testing was capped by how many variations could be produced, and every placement and every market wanted its own cut. We built a repeatable way to turn approved source images into a set of video concepts, adapted to each platform format and to the language of each market. Nothing reaches an ad account without a person approving it.

Enquiries arrived through WhatsApp, email and forms with no shared record, so some were answered twice and others not at all, and nobody could say what stage a deal was at. We built one intake and an explicit pipeline where every deal has a status, an owner and a next step. Stages advance from what actually happens instead of waiting for someone to remember, follow-ups fire on their own, and reporting shows what is open and what has stalled.

The same information was typed by hand into several systems, with the time and the mistakes that implies, while someone else spent their day chasing status and rebuilding a recurring report from exports. We connected the systems so data is entered once, added checks that stop a bad value where it is entered, and let status updates and the report generate themselves. Anything outside the rules goes to a person.

Request volume had outgrown the team: every ticket was read by a human just to route it, and the same answers were rewritten constantly. We built triage that routes automatically and drafts replies grounded in the client documentation and in past resolutions. The assistant answers only from sources the client has approved, holds no access beyond what its scope requires, and declines rather than improvises when a question falls outside it. An agent reviews and sends.