Strategy
How we use AI
1
Hilda — background automations
Hilda
Runs on her own. No one needs to ask her. She fires on schedules, meeting notes, and labelled emails.
What she does automatically
- Reads Gemini meeting notes and creates ClickUp tasks
- Tasks reviewed the next morning as part of daily routine
- Triages emails labelled for her attention
- Apply the
hilda-wtflabel in Gmail to flag an email for Hilda to triage and post to Slack - Keeps the Source of Truth up to date
Client-facing (building)
- Client portal — persistent memory per client, agents maintain context across sessions
- Chat to their own data (Google Ads, SEMrush) — primary priority
- Their ClickUp task list visible in-portal
- HTML reports and interactive dashboards
- Data warehouse (Supabase) feeding the above — updates daily at 6am, fail-safe against live MCP instability
- The client portal is live. Chat wiring is the current focus. Data warehouse and HTML reports are in progress.
2
Cowork — your daily Hilda
Cowork
Everything you actively ask Hilda to do. You're in the loop on every output before it goes anywhere.
Research and prep
- AI news digest
- Task prep and briefing context
Client deliverables
- Monthly planning reports
- Client audits (Google Ads, Meta, GA4, SEO, website)
- Marketing strategies
- Quarterly plans
- Mid-month check-ins
- Branded documents (.docx, .pdf, .pptx)
- Briefing questionnaires
- Post-meeting email summaries to clients (manual, run via Cowork after reviewing ClickUp tasks the next morning)
Content and campaigns
- Blog posts
- Email sequences and newsletters
- Social media content and Canva graphics
- Google Ads campaign builds
- Meta ad copy
- ClickUp task deliverables
- Anything ad hoc
The rule: Cowork does all the thinking. If you're prompting it, it's Cowork. Every deliverable goes through you before it reaches a client. NHH handles what it's proven to do — everything else stays here.
3
Autopilots — ads monitoring
Autopilots
Watches the ad accounts continuously. Spots anomalies and brings them to you for a decision. Nothing executes without your approval.
What they watch
- Spend anomalies (above/below baseline)
- CPA spikes and conversion drops
- Campaign-level performance shifts
- Keyword and ad group issues
How it works
- Anomaly detected → Slack message with context
- You approve, reject, or flag for intervention
- Nothing changes in the account until you respond
- Covers MM Google Ads and HH Meta Ads
4
Quick reference
| Task | Where |
|---|---|
| AI news digest | Cowork |
| Task prep and briefing context | Cowork |
| Monthly planning report | Cowork |
| Client audit | Cowork |
| Marketing strategy | Cowork |
| Blog post | Cowork |
| Google Ads campaign build | Cowork |
| Weekly social content | Cowork |
| Post-meeting client email summary | Cowork (manual) |
| Anything ad hoc | Cowork |
| Meeting notes → ClickUp tasks | Hilda (auto) |
| Triage a flagged email | Hilda (auto) |
| Source of Truth updated | Hilda (auto) |
| Client using the portal | Hilda (auto) |
| Ads anomaly → approval request | Autopilot |
| Approve / reject a campaign change | Autopilot |
Competitor Watch has been killed — quality was not good enough to justify the build. Removed from this document.