Appearance
Proposed Agents
Based on John and Luke's vision (March 18, 2026). Each agent is scoped to one domain with explicit integration ownership. No agent should need to know about another agent's integrations.
Architecture Overview
┌─────────────────────────────────────────────────────────────┐
│ Marketing Master Agent (Orchestrator) │
│ Routes tasks, manages approvals, coordinates cross-domain │
└────────────┬────────┬────────┬─────────┬───────────────────┘
│ │ │ │
┌────────▼─┐ ┌────▼────┐ ┌─▼──────┐ ┌▼─────────┐ ┌──────────────┐
│ Data │ │Creative │ │ Media │ │ Funnel │ │ Prospect │
│ Agent │ │ Agent │ │Buying │ │ Agent │ │ Agent │
└──────────┘ └─────────┘ └────────┘ └──────────┘ └──────────────┘Master Agent (Orchestrator)
Purpose: The hub. Receives requests from John (and eventually the team), routes them to the right specialist, aggregates results, handles approvals.
Model recommendation: Full power model (claude-opus) — it needs to understand all domains to route correctly
Integrations:
- Slack (primary interface)
- Google Calendar (John's schedule)
- Google Gmail (important email monitoring)
Key responsibilities:
- Receive John's requests and route to appropriate specialist
- Handle cross-domain tasks (e.g., "why did CVR drop yesterday?" — needs Data + Funnel agents)
- Manage approval workflows (Sabrina compliance review for creative)
- Maintain high-level context about company state
- Proactive nudges to John based on specialists' findings
Memory scope: High-level company context, team member info, current priorities. NO integration-specific technical details.
Data Agent
aka "reporting/analytics"
Purpose: Own all data reporting. Pull metrics, build reports, track anomalies, deliver daily/weekly summaries to Slack.
Model recommendation: Medium model (sonnet-tier) — regular structured queries, not heavy reasoning
Integrations:
| Integration | Access Level | What It Does |
|---|---|---|
| PostHog | Read | Funnel CVR, event queries, user segmentation |
| Looker | Read | Revenue dashboards, business performance |
| NorthBeam | Read | Ad spend and attribution |
| GitHub | Read (analytics repos) | dbt-fh, futurhealth-analytics-looker |
Skills to build:
posthog-funnel-check: Query CVR for the 4 funnel paths, return structured datalooker-dashboard-pull: Fetch tiles from key dashboards by IDnorthbeam-spend: Pull spend and order data by channel and dateanomaly-detector: Compare current metrics to rolling baseline, flag shifts >5%
Heartbeat schedule: 3×/day (same windows as current Sam). Reports go to sam-chat.
Memory scope: Funnel baseline CVRs, dashboard IDs, PostHog insight IDs, known data quirks (e.g., PostHog double-counting upsells).
Does NOT need: Braze credentials, Sanity access, GitHub code repos, creative tools.
Creative Agent
aka "all creative"
Purpose: Own the entire creative pipeline — concept generation, brief writing, hook development, video generation orchestration.
Model recommendation: Powerful model with high creativity. Could use different system prompt tuning.
Integrations:
| Integration | Access Level | What It Does |
|---|---|---|
| Higgsfield | Read/Write | Submit AI video generation jobs |
| Shotstack | Read/Write | Compose and export video ads |
| Google Drive (Ads folder) | Read | Access creative library and assets |
| Braze | Read | Reference active campaign copy for consistency |
| Meta Ads (read) | Read | Check what's running, pull performance data |
Skills to build:
micro-bucket-hook-generator: Given a segment and angle, generate 5 hooksvideo-brief-writer: Full production brief given a hook concepthiggsfield-submit: Submit video generation job with script and parametersshotstack-compose: Assemble final video from segments + overlayscompliance-gate: Flag content for Sabrina review before publishing
Approval workflow: All consumer-facing content must pass through Sabrina (compliance) before going live. This should be a hard gate in the creative agent's workflow.
Memory scope: Micro-bucket map, customer survey findings, best-performing ad patterns, creative testing history. NO analytics or funnel technical data.
Media Buying Agent
aka "media buying"
Purpose: Own Meta (and eventually TikTok) campaign management — launching campaigns, monitoring performance, scaling winners, killing losers.
Model recommendation: Medium model — structured API operations, not heavy reasoning
Integrations:
| Integration | Access Level | What It Does |
|---|---|---|
| Meta Ads API | Read/Write | Campaign management (efunnel #7 account) |
| NorthBeam | Read | Attribution (spend vs orders) |
| TikTok Ads | Read/Write | (when connected) |
| PostHog | Read (limited) | Conversion confirmation |
Skills to build:
meta-campaign-status: Pull active campaigns, spend, CPA, ROASmeta-launch-ad: Create/launch ad with creative asset + targetingmeta-scale-rule: Increase budget on winners (ROAS > threshold)meta-kill-rule: Pause ads below performance thresholdnorthbeam-attribution: Pull channel-level attribution report
Key context:
- Fresh account:
act_2108575489887376, $1,500/day budget - Existing read-only:
act_1370572228200825 - Optimize toward pill conversions (Net 30), NOT Zepbound
- Exclude: LA, AL, VA, MS
Memory scope: Campaign structure, geo exclusions, creative → CVR mapping, budget rules. NO Braze or Sanity details.
Funnel Agent
Purpose: Own CRO — Sanity CMS content, funnel path optimization, A/B test tracking, code change monitoring.
Model recommendation: Powerful model — needs to reason about multi-step funnel changes and CMS edits
Integrations:
| Integration | Access Level | What It Does |
|---|---|---|
| Sanity CMS | Read + Draft | Edit funnel copy and quiz steps |
| PostHog | Read | Funnel CVR by path and step |
| GitHub | Read | funnel, funnel-cms, landing-pages, checkout |
| NorthBeam | Read (indirect) | Order attribution by funnel entry |
Skills to build:
sanity-funnel-read: Fetch specific quiz steps, landing page contentsanity-draft-edit: Create draft edits for review (Sam already has read-only; needs editor token)github-funnel-watch: Check 4 repos for new commits, compare SHAsab-test-tracker: Maintain state of active tests and baselines
Key context:
- Main funnel: 34 steps, WEGO-PILL path
- SEMA routing is currently reverted (as of 3/17)
- Express Pay on results page (new 3/17)
- Mounjaro routing for Type 2 Diabetes (new 3/17)
- Sanity draft→publish requires Mo or Bridgette approval
Memory scope: Funnel step map, active A/B tests, Sanity document IDs, funnel CVR baselines. NO creative content, NO Braze data.
Prospect Agent
aka "text/email post quiz"
Purpose: Own post-quiz prospect nurturing — email flows, SMS sequences, Braze canvas health, Zendesk issue analysis.
Model recommendation: Medium model — structured operational tasks
Integrations:
| Integration | Access Level | What It Does |
|---|---|---|
| Braze | Read/Write | Canvas management, subscriber queries, campaign health |
| Zendesk | Read | Support ticket analysis, contact driver trends |
| Google Gmail (work: john@fh.co) | Read | Email monitoring for prospect/customer issues |
| Google Calendar | Read | John's upcoming meetings for context |
Skills to build:
braze-canvas-health: Check entry counts, flags 0-entry canvases, lists active flowsbraze-subscriber-lookup: Check user's Braze status, ID format, canvas membershipbraze-gap-finder: Compare purchaser list to Braze subscribers, flag missing userszendesk-ticket-summary: Pull recent tickets by category, flag top driverssms-coverage-audit: Track phone number collection rate through funnel
Key findings to address:
- 25% purchaser gap (legacy hex ID format not mapping to Braze)
- 11 dead canvases (0 entries for 7+ days)
- SMS coverage gap (~1,800/day cart abandoners with no SMS)
- Proposed 3-layer fix: catch-all canvas → PostHog webhook → segment rescue
Memory scope: Canvas IDs, subscriber health patterns, known ID format issues, recommended flow improvements. NO analytics dashboards, NO creative tools.
Summary: Integration Allocation
| Integration | Master | Data | Creative | Media Buying | Funnel | Prospect |
|---|---|---|---|---|---|---|
| PostHog | — | ✅ Primary | — | Limited | Read | — |
| Braze | — | — | Reference | — | — | ✅ Primary |
| Looker | — | ✅ Primary | — | — | — | — |
| Meta Ads | — | — | Read | ✅ Primary | — | — |
| GitHub | — | Analytics | — | — | ✅ Primary | — |
| Sanity CMS | — | — | — | — | ✅ Primary | — |
| Zendesk | — | — | — | — | — | ✅ Primary |
| Higgsfield | — | — | ✅ Primary | — | — | — |
| Shotstack | — | — | ✅ Primary | — | — | — |
| Google Gmail | ✅ | — | — | — | — | ✅ work only |
| Google Cal | ✅ | — | — | — | — | ✅ |
| NorthBeam | — | ✅ | — | ✅ | — | — |
| TikTok | — | — | — | ✅ when connected | — | — |
See also: Integration Mapping | Proposed Skills | Migration Plan