Agency operating model

How Atlas Media delivers work. This is the source of truth for role scoping, workflow stages, and what each person sees in the portal.

Services

Two services, both per-account:

Both produce the same deliverable types; what differs is where the output goes (Ads Manager vs Metricool) and who handles the last mile (Media Buyer vs AM).

Deliverable types

Format and media are handled by the production side. The Creative Strategist decides *what* to make; Editors and Designers execute.

Roles and accountability

Accounts Director

A senior AM who also oversees the portfolio:

• Is an AM — has their own clients, runs the full pipeline for them
• Oversees all accounts (can see and intervene on any)
• Is accountable for upsells across the portfolio
• Handles and directs account-level issues and escalations
• Provides support to other AMs when they need it
• Has the same permissions and tabs as an AM, plus full visibility

Dev Lead

Internal and external technical work:

• Internal: system health (WhatsApp connectivity, portal uptime, infrastructure issues)
• External: websites, landing pages, AI projects — works with a Designer on these
• Paid ads involvement: linking client forms to GoHighLevel (GHL), which maps to Zapier, which sends lead notifications via Wassenger. Goal: streamline all of this into the portal.
• Pixel implementation on client sites when needed
• CRM management — the GHL → Zapier → Wassenger chain is the current lead flow

Media Buyer

More than campaign setup — they drive creative direction:

• Ad copywriting — writes the copy that runs in ads (distinct from CS who writes scripts and organic captions)
• Full campaign setup — structure decisions: form vs landing page, OTP on/off, audience targeting, budget allocation, bid strategy
• Creative direction — performance-based recommendations that feed back to AM and CS. This is how the next round of scripts and upsells are informed — the media buyer sees what is working and tells the team what to make more of.
• Implementation — the hands in Ads Manager

Missing: Writer

The agency does not currently have a dedicated writer. AI fills this gap for now — captions, ad copy drafts, script outlines. A human writer would sit between CS and production, turning angles into polished copy. Until then, CS + AI + Media Buyer cover it between them.

Creative delivery pipeline

The end-to-end flow from client conversation to live content.

Phase 1 — Scope

1. AM talks to client — understands issues, advises on account-level strategy
2. AM scopes deliverables — what the client needs this cycle
3. AM prepares service agreement or upsell documentation
4. Finance invoices — 100% upfront, before any work begins
5. Invoice clears — work commences

Phase 2 — Strategy

1. AM passes brief to Creative Strategist — relevant client info, goals, constraints
2. CS researches and develops angles — hooks, mechanisms, differentiation
3. CS prepares deliverables: - Video: scripts - Statics: copy and art direction - Pitch deck (script for AM to present)
4. AM presents to client — using the pitch deck
5. Client clears — approved to produce

Phase 3 — Production

1. AM collects assets from client (if media needed), or confirms existing assets
2. Editor or Designer assigned — max 1–2 editors per client, but not exclusive
3. Production works to brief — CS's scripts/copy are the spec
4. CS guides internal revisions — comments, direction, quality gate
5. Internal sign-off — CS and AM agree it meets the brief

Phase 4 — Client approval

1. AM presents to client — the produced work
2. Client gets 2 revisions included (extra revisions = extra charge)
3. Workers revise until client approves
4. AM handles housekeeping — sorting, naming, filing approved assets

Phase 5 — Delivery

1. AM sends approved assets to client
2. For social media: AM posts via Metricool to all relevant platforms - Captions generated by CS/AI beforehand and cleared
3. For paid ads: Media Buyer sets up campaigns in Ads Manager - AM oversees, Media Buyer executes
4. For landing pages (if needed): AM oversees, liaises with Dev Lead and Media Buyer

Current tech stack (external)

The tools outside the portal that the agency runs on today. Goal: consolidate into the portal over time.

Lead flow (current)

Client fills form (on landing page or Meta lead form)
  → GoHighLevel captures the lead
    → Zapier triggers
      → Wassenger sends WhatsApp notification to client group
        → Portal reads the message (read-only)

The portal's role is observation and measurement, not orchestration — for now.

Assignment model

• Each client has assigned staff (stored in client_assignments)
• A person sees only their assigned clients (unless they are an Owner or Accounts Director)
• The Accounts Director sees all clients but is explicitly assigned to the ones they work directly
• Editors/Designers can work across clients — assignment is per-project, not permanent
• Data is agency-wide; the view is scoped per person