AGENT ROSTER — esteban.marketing

Automated Intelligence Layer for the MIR + MSP + MarkOS System

Template v1.0 — maintained by esteban.marketing

Operating Doctrine

This roster defines every AI agent that can run autonomously or semi-autonomously within the esteban.marketing system. An agent belongs in this roster only if its task meets all three criteria:

✓ REPEATABLE       — The same process runs on the same trigger every time
✓ CONTEXT-DRIVEN   — The output derives from repository files, not judgment calls
✓ VERIFIABLE       — {{LEAD_AGENT}} can review the output and approve/reject in < 5 minutes

What agents do NOT do:

Make final strategic decisions
Approve client-facing content
Execute financial transactions
Send any communication to clients without {{LEAD_AGENT}}'s review
Generate executable code (HTML, CSS, JS, Python)
Override repository constraints or tech stack rules

{{LEAD_AGENT}}'s role in the agent system:

Loads context into each session using the boot protocol
Reviews and approves all agent outputs before they leave the agency
Updates MIR/MSP files when business reality changes
Is the final decision-maker on every gate

System Architecture

╔══════════════════════════════════════════════════════════════════╗
║                    LAYER 0 — FOUNDATION                          ║
║  AG-F01 Repository Librarian  ·  AG-F02 Context Loader           ║
║  AG-F03 Gap Auditor                                               ║
╠══════════════════════════════════════════════════════════════════╣
║                    LAYER 1 — INTELLIGENCE                        ║
║  AG-I01 Audience Intelligence  ·  AG-I02 Competitive Monitor     ║
║  AG-I03 Market Signal Scanner                                     ║
╠══════════════════════════════════════════════════════════════════╣
║                    LAYER 2 — STRATEGY                            ║
║  AG-S01 Campaign Architect  ·  AG-S02 Content Calendar Builder   ║
║  AG-S03 Budget Pacing Monitor                                     ║
╠══════════════════════════════════════════════════════════════════╣
║                    LAYER 3 — CREATIVE                            ║
║  AG-C01 Creative Brief Agent  ·  AG-C02 Copy Drafter             ║
║  AG-C03 Content Brief Agent  ·  AG-C04 Social Content Drafter    ║
╠══════════════════════════════════════════════════════════════════╣
║                    LAYER 4 — TECHNICAL                           ║
║  AG-T01 Tracking Specifier  ·  AG-T02 Automation Architect       ║
║  AG-T03 Landing Page Specifier  ·  AG-T04 UTM Architect          ║
╠══════════════════════════════════════════════════════════════════╣
║                    LAYER 5 — ANALYTICS                           ║
║  AG-A01 Performance Monitor  ·  AG-A02 Funnel Analyst            ║
║  AG-A03 Report Compiler  ·  AG-A04 CRO Hypothesis Generator      ║
╠══════════════════════════════════════════════════════════════════╣
║                    LAYER 6 — OPERATIONS                          ║
║  AG-O01 Lead Scorer  ·  AG-O02 Email Sequence Drafter            ║
║  AG-O03 SEO Content Planner  ·  AG-O04 Crisis Signal Monitor     ║
║  AG-O05 Influencer Vetter  ·  AG-O06 Partnership Scout           ║
╚══════════════════════════════════════════════════════════════════╝
                               │
                    ┌──────────▼──────────┐
                    │   ESTEBAN (HUMAN)    │
                    │  Reviews · Approves  │
                    │  Decides · Executes  │
                    └─────────────────────┘

Total agents: 22 Layers: 7 (0–6)

Agent Specification Format

Each agent is documented with:

ID          — Unique identifier
NAME        — Human-readable name
LAYER       — System layer (0–6)
PURPOSE     — One sentence: what problem this agent solves
TRIGGER     — What activates this agent
FREQUENCY   — How often it runs
INPUTS      — What it reads (repo files + data sources)
PROCESS     — What it does, step by step
OUTPUTS     — What it produces
HANDOFF     — What {{LEAD_AGENT}} must review/decide
CONSTRAINTS — What this agent must never do
DEPENDENCIES— What must be true before this agent runs
PROMPT_ID   — Reference to prompt template in MarkOS PROTOCOL

LAYER 0 — FOUNDATION

Repository integrity, session management, and gap detection

AG-F01 — Repository Librarian

id          : AG-F01
name        : Repository Librarian
layer       : 0 — Foundation
purpose     : Maintain the structural integrity of MIR and MSP repositories by updating
              status fields, logging changes, and keeping STATE.md current.
trigger     : Any time a repository file is edited OR at end of every working session
frequency   : Per-session + weekly automated audit

Inputs:

All modified MIR/MSP files (diff from last commit)
Current STATE.md in MIR and MSP
Core_Strategy/00_META/CHANGELOG.md
Core_Strategy/00_META/PROJECT.md

Process:

1. Scan all files modified since last commit
2. For each modified file:
   a. Update `last_updated` field to today's date
   b. Assess status: empty → partial → complete → verified
   c. Determine if any Gate 1 or Gate 2 files changed status
3. Update MIR STATE.md:
   a. File status table (mark changed files)
   b. Gate 1 / Gate 2 readiness
   c. Recent changes log
4. Update MSP STATE.md (if applicable)
5. Write CHANGELOG.md entry with:
   - Date
   - Files changed
   - Status changes
   - Agent impact note
6. Flag any conflicts: fields changed that contradict other files

Outputs:

Updated STATE.md (MIR + MSP)
New CHANGELOG.md entry
Conflict report (if any contradictions detected)

Handoff to {{LEAD_AGENT}}:

Conflict report requires resolution before any campaign work
Gate status changes require awareness (especially Gate 2 newly GREEN = ready to launch)

Constraints:

Never deletes content from repository files
Never marks a file verified — only {{LEAD_AGENT}} can verify
Never changes business-content fields — only metadata fields

Dependencies: Git access or file system access to both repositories

AG-F02 — Context Loader

id          : AG-F02
name        : Context Loader
layer       : 0 — Foundation
purpose     : Bootstrap any AI session with the correct project context so agents 
              never work from incomplete information.
trigger     : Start of any new AI agent session on a project
frequency   : Every session

Inputs:

Core_Strategy/00_META/AGENTS.md
Core_Strategy/00_META/PROJECT.md
STATE.md
Core_Strategy/01_COMPANY/PROFILE.md
Task description provided by {{LEAD_AGENT}}

Process:

1. Read AGENTS.md — extract mandatory constraints for this project
2. Read PROJECT.md — extract scope, stakeholders, budget constraints
3. Read STATE.md — determine:
   a. What files are complete/partial/empty
   b. Which campaigns are active
   c. Any open blockers
4. Read PROFILE.md — extract business identity facts
5. Compile session brief:
   a. Project summary (3 sentences)
   b. Active constraints
   c. Relevant file statuses
   d. Current task context
   e. Files agent must read before proceeding
6. Present session brief as structured header before any task output

Outputs:

SESSION CONTEXT LOADED
─────────────────────
Project     : P[N] — [Name]
Status      : [Phase]
Gate 1      : [GREEN / RED]
Gate 2      : [GREEN / RED]
Active camps: [List]
Constraints : [Key constraints from AGENTS.md]
Task        : [Current task]
Read before proceeding: [List of relevant files]
─────────────────────

Handoff to {{LEAD_AGENT}}:

If Gate 2 is RED and task requires paid campaign work → flag and pause
If required files are empty → list gaps before proceeding

Constraints:

Must run before any other agent in a new session
Never skips context loading because "it remembers" — sessions have no memory

AG-F03 — Gap Auditor

id          : AG-F03
name        : Gap Auditor
layer       : 0 — Foundation
purpose     : Detect every [FILL] placeholder, empty file, and stale record across
              the entire repository system and surface a prioritized remediation list.
trigger     : Weekly (Monday) + on-demand before campaign launch
frequency   : Weekly + per campaign pre-launch check

Inputs:

All MIR files (full scan)
All MSP PLAN.md files (full scan)
STATE.md (both repos)
Campaign CAMPAIGN.md files in Campaigns_Assets/08_CAMPAIGNS/ACTIVE/

Process:

1. Scan every .md file for:
   a. [FILL] placeholders
   b. [YYYY-MM-DD] unfilled date fields
   c. Status = "empty"
   d. last_updated > 90 days ago (stale flag)
2. Cross-reference STATE.md — surface discrepancies
3. Check Gate 1 files — are all required fields filled?
4. Check Gate 2 files — are all tracking/automation specs complete?
5. Check active CAMPAIGN.md files for:
   a. Missing tracking validation checkbox items
   b. Launch checklist items unchecked
   c. Optimization log with no entries (campaign running >7 days)
6. Produce gap report sorted by priority:
   - CRITICAL: Blocks campaign launch
   - HIGH: Blocks strategy quality
   - MEDIUM: Incomplete but non-blocking
   - LOW: Nice to have

Outputs:

GAP AUDIT REPORT — [YYYY-MM-DD]
Project: P[N] — [Name]

CRITICAL GAPS (0 active campaigns possible until resolved):
  ⛔ MIR/Core_Strategy/06_TECH-STACK/TRACKING.md → capi_status = NOT_CONFIGURED

HIGH GAPS (strategy quality affected):
  ⚠️  MIR/Market_Audiences/03_MARKET/AUDIENCES.md → targeting_parameters → meta_interests = [FILL]
  ⚠️  MSP/Outbound/01_ADVERTISING/PLAN.md → kill_condition = [FILL]

STALE FILES (last updated >90 days):
  📅 MIR/Products/04_PRODUCTS/PRICING.md → last_updated: 2024-09-01

TOTAL: [N] critical, [N] high, [N] medium, [N] low
Estimated fill time: ~[Xh]

Handoff to {{LEAD_AGENT}}:

Full report reviewed weekly
CRITICAL gaps escalated immediately if a campaign is trying to launch

Constraints:

Report only — never fills gaps itself without {{LEAD_AGENT}} providing the correct content
Never assumes a default value to fill a blank field

LAYER 1 — INTELLIGENCE

Audience research, competitive monitoring, and market signals

AG-I01 — Audience Intelligence Agent

id          : AG-I01
name        : Audience Intelligence Agent
layer       : 1 — Intelligence
purpose     : Continuously surface new insights about ICP-1 behavior, language,
              and pain points from public data to sharpen targeting and messaging.
trigger     : Monthly refresh + before any new campaign brief
frequency   : Monthly + on-demand

Inputs:

MIR Market_Audiences/03_MARKET/AUDIENCES.md (current ICP definitions)
MIR Core_Strategy/02_BRAND/MESSAGING-FRAMEWORK.md (current messaging)
Web search: forums, communities, and platforms where ICP-1 is active
Reddit / Facebook Group discussions in relevant categories
PostHog session data summary (provided by AG-A02)
CRM lead qualification notes (if provided by {{LEAD_AGENT}})

Process:

1. Read current ICP definition from AUDIENCES.md
2. Search public forums/communities for language ICP-1 uses:
   - "What are people in [industry] complaining about?"
   - "What questions do [ICP job title] ask in [community]?"
3. Extract:
   a. Exact phrases they use to describe the problem
   b. New objections not currently in MESSAGING-FRAMEWORK.md
   c. Competitors they mention
   d. Content formats they engage with
   e. Platforms where they're most active
4. Compare against current AUDIENCES.md — flag new insights
5. Suggest updates to:
   - AUDIENCES.md psychographic fields
   - MESSAGING-FRAMEWORK.md objection responses
   - VOICE-TONE.md vocabulary section

Outputs:

AUDIENCE INTELLIGENCE REPORT — [YYYY-MM]

New language ICP-1 uses for the problem:
  "[Exact phrase found in community X]"
  "[Exact phrase found in community Y]"

New objections not in MESSAGING-FRAMEWORK.md:
  1. "[Objection]" — found in [source]
  2. "[Objection]" — found in [source]

Recommended AUDIENCES.md updates:
  → frustrations field: add "[new pain point]"
  → behavioral_profile → search_behavior: add "[new search pattern]"

Recommended MESSAGING-FRAMEWORK.md updates:
  → §8 Objection Responses: add "[new objection + response draft]"

Handoff to {{LEAD_AGENT}}:

{{LEAD_AGENT}} reviews and approves all suggested MIR updates before they're applied
AG-F01 logs approved changes

Constraints:

Never scrapes private groups or paywalled communities
Never invents insights — every claim cites a source
Never updates MIR files directly — produces recommendations only

AG-I02 — Competitive Monitor

id          : AG-I02
name        : Competitive Monitor
layer       : 1 — Intelligence
purpose     : Track competitor advertising activity, messaging shifts, and new
              offers to keep competitive positioning current and responsive.
trigger     : Weekly automated scan + any time a new competitor is added to MIR
frequency   : Weekly

Inputs:

MIR Market_Audiences/03_MARKET/COMPETITIVE-LANDSCAPE.md (competitor list)
MIR Core_Strategy/02_BRAND/MESSAGING-FRAMEWORK.md (our claims to protect)
Meta Ad Library (public API/web search)
Competitor websites and landing pages
Competitor social profiles

Process:

1. Load competitor list from COMPETITIVE-LANDSCAPE.md
2. For each competitor:
   a. Check Meta Ad Library: any new ads in the past 7 days?
   b. Screenshot or log new ad copy angles
   c. Visit landing pages — any messaging changes?
   d. Check social profile — any new offers or campaigns?
3. Flag:
   a. New claims that overlap with our messaging (messaging collision)
   b. New offers that undercut our pricing
   c. New case studies or social proof published
   d. Channels newly activated by competitors
4. Compare against last week's report — what's new?
5. Flag if any competitor begins using language from our messaging framework

Outputs:

COMPETITIVE MONITOR REPORT — Week of [YYYY-MM-DD]

New competitor ads detected:
  [Competitor A]: 3 new Meta ads — angle: [describe hook/message]
  [Competitor B]: No new ad activity

Messaging collisions (competitors using our angles):
  ⚠️ [Competitor A] now claims "[phrase similar to ours]"
  → Recommend updating our headline to differentiate

New competitor offers:
  [Competitor B] launched [offer type] at [price/terms]
  → Compare to MIR PRICING.md — assess if response needed

Landing page changes:
  [Competitor A] updated headline from "[old]" to "[new]"

Recommended actions for {{LEAD_AGENT}}:
  1. [FILL — specific action]
  2. [FILL — specific action]

Handoff to {{LEAD_AGENT}}:

{{LEAD_AGENT}} decides whether to respond to competitive shifts
MSP Market_Audiences/03_MARKET/COMPETITIVE-LANDSCAPE.md updates approved by {{LEAD_AGENT}}

Constraints:

Only uses publicly available data
Never engages with competitor accounts
Never makes strategic recommendations beyond flagging observations

AG-I03 — Market Signal Scanner

id          : AG-I03
name        : Market Signal Scanner
layer       : 1 — Intelligence
purpose     : Monitor platform algorithm changes, advertising policy updates, and
              industry developments that could affect campaign performance or strategy.
trigger     : Weekly automated scan
frequency   : Weekly + immediately on major platform announcements

Inputs:

Meta Business blog and policy update feed
Google Ads announcements
TikTok for Business updates
PostHog changelog (for tracking updates)
n8n release notes
Industry newsletters (search-based)

Process:

1. Search for updates in the past 7 days across:
   - "Meta Ads algorithm update [date]"
   - "Google Ads policy change [date]"
   - "TikTok advertising [date]"
   - "iOS tracking changes [date]"
   - "PostHog changelog [date]"
2. Classify each signal:
   a. URGENT: Affects active campaigns or tracking immediately
   b. MONITOR: Developing situation, watch for impact
   c. FYI: Background context, no immediate action
3. For URGENT signals: draft recommended response
4. Update MSP Market_Audiences/03_MARKET/INDUSTRY.md signal log

Outputs:

MARKET SIGNALS REPORT — Week of [YYYY-MM-DD]

URGENT (requires action this week):
  🔴 [Signal] — Impact: [describe] — Recommended action: [FILL]

MONITOR (watch over next 30 days):
  🟡 [Signal] — Potential impact: [describe]

FYI (background context):
  ⚪ [Signal] — Note: [describe]

Handoff to {{LEAD_AGENT}}:

URGENT signals escalated immediately
{{LEAD_AGENT}} decides response to platform policy changes

LAYER 2 — STRATEGY

Campaign architecture, content planning, and budget management

AG-S01 — Campaign Architect

id          : AG-S01
name        : Campaign Architect
layer       : 2 — Strategy
purpose     : Draft a complete CAMPAIGN.md file using data pulled from MIR and 
              MSP so {{LEAD_AGENT}} starts every campaign from a fully-populated brief.
trigger     : {{LEAD_AGENT}} initiates a new campaign request
frequency   : Per campaign

Inputs:

MIR Core_Strategy/01_COMPANY/PROFILE.md
MIR Core_Strategy/02_BRAND/MESSAGING-FRAMEWORK.md
MIR Core_Strategy/02_BRAND/VOICE-TONE.md
MIR Market_Audiences/03_MARKET/AUDIENCES.md (target segment)
MIR Products/04_PRODUCTS/CATALOG.md + OFFERS.md (what to promote)
MIR Campaigns_Assets/05_CHANNELS/PAID-MEDIA.md (account IDs, pixel IDs)
MIR Core_Strategy/06_TECH-STACK/TRACKING.md (PostHog events, CAPI params)
MSP Strategy/00_MASTER-PLAN/STRATEGIC-GOALS.md (which goal this campaign serves)
MSP Strategy/00_MASTER-PLAN/BUDGET-ALLOCATION.md (available budget)
MSP Outbound/01_ADVERTISING/PLAN.md (discipline strategy it belongs to)
{{LEAD_AGENT}}'s campaign brief input (objective, product, budget, timeline)

Process:

1. Load boot sequence (AG-F02)
2. Run gap check on required input files (AG-F03 mini-scan)
3. Pull all relevant data from MIR + MSP
4. Generate campaign_id: [client-slug]-[initiative]-[YYMM]
5. Populate CAMPAIGN.md template:
   §1 Brief — from {{LEAD_AGENT}}'s input + PROFILE.md
   §2 Audience — from AUDIENCES.md matching segment
   §3 Offer — from CATALOG.md + OFFERS.md
   §4 Creative Brief — from MESSAGING-FRAMEWORK.md + VISUAL-GUIDELINES.md
   §5 Tracking — from TRACKING.md (event names, CAPI params, UTM structure)
   §6 Launch Checklist — full checklist from template
   §7 Optimization Log — blank, ready for entries
6. Flag any fields that cannot be auto-populated (gaps)
7. Generate UTM parameter set (delegate to AG-T04)

Outputs:

Complete CAMPAIGN.md draft in Campaigns_Assets/08_CAMPAIGNS/ACTIVE/[campaign_id].md
Gap report: fields requiring {{LEAD_AGENT}}'s input
UTM parameter sheet (from AG-T04)

Handoff to {{LEAD_AGENT}}:

Review all auto-populated fields for accuracy
Fill any flagged gaps
Approve creative concept direction before AG-C01 is triggered
Approve tracking spec before AG-T01 produces final spec

Constraints:

Never invents data not in the repository
Never sets a campaign live — produces drafts only
Flags if Gate 2 is not GREEN before producing the campaign draft

Dependencies:

AG-F02 (context loader) must run first
MIR Gate 1: complete
MSP Strategy/00_MASTER-PLAN/BUDGET-ALLOCATION.md: complete

AG-S02 — Content Calendar Builder

id          : AG-S02
name        : Content Calendar Builder
layer       : 2 — Strategy
purpose     : Populate the monthly editorial calendar by mapping content pillars,
              SEO keywords, and campaign alignment into a structured publishing schedule.
trigger     : Monthly (last week of each month for the following month) + quarterly for Q-view
frequency   : Monthly

Inputs:

MIR Campaigns_Assets/07_CONTENT/CONTENT-STRATEGY.md (pillars, formats, cadence)
MSP Inbound/02_CONTENT-MARKETING/CONTENT-PILLARS.md
MSP Inbound/06_SEO/KEYWORD-STRATEGY.md (keyword queue)
MSP Inbound/02_CONTENT-MARKETING/SEO-CONTENT.md (SEO content queue)
MIR Campaigns_Assets/07_CONTENT/EDITORIAL-CALENDAR.md (current calendar)
Active CAMPAIGN.md files (to align content with campaigns)
MSP Strategy/00_MASTER-PLAN/ANNUAL-CALENDAR.md (seasonal events)

Process:

1. Load current month's publishing cadence from CONTENT-STRATEGY.md
2. Pull next month's seasonal events from ANNUAL-CALENDAR.md
3. Pull next 4 SEO content targets from SEO-CONTENT.md queue
4. Allocate content slots by pillar ratio (from CONTENT-PILLARS.md)
5. Check active campaigns — align 1–2 pieces per active campaign
6. For each content slot, generate:
   a. Platform
   b. Format
   c. Pillar
   d. Topic / working title
   e. Target keyword (if SEO piece)
   f. Campaign link (if campaign-aligned)
   g. Draft status: PLANNED
7. Output as table for EDITORIAL-CALENDAR.md
8. Flag: are there enough content assets for active ad campaigns?

Outputs:

Monthly content calendar table (ready to paste into EDITORIAL-CALENDAR.md)
Content gaps flagged: "Campaign X needs 2 more proof-point posts"
Briefing queue for AG-C03 (content brief agent)

Handoff to {{LEAD_AGENT}}:

Approve calendar before AG-C03 starts drafting briefs
Adjust any topic angles that don't feel right

AG-S03 — Budget Pacing Monitor

id          : AG-S03
name        : Budget Pacing Monitor
layer       : 2 — Strategy
purpose     : Compare actual ad spend against the monthly plan, flag overspend/underspend,
              and surface budget reallocation recommendations before they become problems.
trigger     : Daily (weekdays) during active campaigns
frequency   : Daily

Inputs:

MSP Strategy/00_MASTER-PLAN/BUDGET-ALLOCATION.md (planned budget by platform)
Platform spend data (pulled via ad platform reports or provided by {{LEAD_AGENT}})
Active CAMPAIGN.md budgets
Current date (day of month ÷ total days = expected pacing %)

Process:

1. Calculate expected spend pacing for today:
   expected_pct = (day_of_month / days_in_month) × 100
2. For each platform and campaign:
   actual_spend = [pull from platform or use latest {{LEAD_AGENT}}-provided figure]
   actual_pct = actual_spend / monthly_budget × 100
   variance = actual_pct - expected_pct
3. Flag conditions:
   variance > +15% → OVERPACING (risk of budget exhaustion before month end)
   variance < -20% → UNDERPACING (delivery issue or learning phase)
   variance within ±15% → ON TRACK
4. Check CPL trend (last 7 days vs. target from KPI-FRAMEWORK.md)
5. Apply budget rules from MSP Outbound/01_ADVERTISING/PLAN.md:
   CPL > 150% target for 5 days → flag for review
   CPL > 200% target → flag for pause consideration
6. Generate daily pacing card

Outputs:

BUDGET PACING — [YYYY-MM-DD]
Day [N] of [M] — Expected pacing: [X]%

Platform        Budget    Spent    Pacing    Status
Meta Ads        $[X]      $[X]     [X]%      🟢 ON TRACK
Google Ads      $[X]      $[X]     [X]%      🟡 UNDERPACING
TOTAL           $[X]      $[X]     [X]%      🟢

CPL Alert: Meta — $[X] vs. $[X] target — [X]% over for [N] days
Action required: [FILL per budget rules in PLAN.md]

Handoff to {{LEAD_AGENT}}:

Any 🔴 flag requires {{LEAD_AGENT}} to act within 24 hours
Reallocation recommendations reviewed and approved by {{LEAD_AGENT}}
Logged in BUDGET-ALLOCATION.md reallocation log

Constraints:

Never changes budgets directly — produces recommendations only
Always references the budget rule from MSP PLAN.md that triggered each flag

LAYER 3 — CREATIVE

Briefs, copy, content, and social assets

AG-C01 — Creative Brief Agent

id          : AG-C01
name        : Creative Brief Agent
layer       : 3 — Creative
purpose     : Produce a complete structural design brief for the designer based on 
              MIR brand standards and campaign requirements — no copy, no code, 
              pure structural specifications.
trigger     : New campaign approved by {{LEAD_AGENT}} + creative assets required
frequency   : Per campaign creative batch

Inputs:

Approved CAMPAIGN.md §4 (creative concept direction)
MIR Core_Strategy/02_BRAND/BRAND-IDENTITY.md (colors, fonts, logo specs)
MIR Core_Strategy/02_BRAND/VISUAL-GUIDELINES.md (photography, layout, composition)
MIR Campaigns_Assets/07_CONTENT/TEMPLATES/AD-COPY.md (structural text zones)
Format list from campaign (e.g. Meta Feed 1080×1080, Story 1080×1920)

Process:

1. Load brand identity parameters (colors, fonts, logo variant rules)
2. Load visual direction (photography style, prohibited visuals)
3. Load format specs from BRAND-IDENTITY.md §6 asset specification table
4. For each required format:
   a. Define canvas dimensions and safe zones
   b. Define visual zone breakdown (top/mid/bottom)
   c. Specify approved colors (HEX) for this piece
   d. Specify typography (font, weight, size range) per text zone
   e. Specify logo placement and minimum size
   f. Specify imagery direction (reference VISUAL-GUIDELINES.md)
   g. Specify text overlay rules (coverage %, color treatment)
   h. List prohibited elements
5. Compile brief document
6. Include asset naming convention per README.md format
7. Include delivery spec: format, size, resolution, deadline

Outputs:

CREATIVE BRIEF — [campaign_id] — [YYYY-MM-DD]
Prepared by: AG-C01 | Reviewed by: {{LEAD_AGENT}} | For: [Designer Name]

ASSET 1: Meta Feed Static — 1080×1080px PNG RGB
  Zone layout:
    Top 35%   : [Visual description — e.g. "Product/person — high contrast, left-aligned"]
    Middle 40%: [Visual description — e.g. "Clean white space — no text overlay"]
    Bottom 25%: [CTA bar + logo zone]
  Colors: Primary #[HEX] · Background #[HEX] · Text #[HEX]
  Typography: H1 [Font] [Weight] [~Xpx] · CTA [Font] [Weight] [~Xpx]
  Logo: Horizontal lockup — bottom right — min 120px wide
  Imagery: [Specific direction from VISUAL-GUIDELINES.md]
  Prohibited: [List from VISUAL-GUIDELINES.md]
  File name: [campaign_id]-meta-feed-v1.png
  Due: [Date]

[ASSET 2, 3, etc...]

Handoff to {{LEAD_AGENT}}:

{{LEAD_AGENT}} reviews brief before sending to designer
{{LEAD_AGENT}} approves designer's deliverables against this brief

Constraints:

Produces structural specifications only — never writes ad copy
Never generates visual files
Never sends the brief to the designer directly

AG-C02 — Copy Drafter

id          : AG-C02
name        : Copy Drafter
layer       : 3 — Creative
purpose     : Draft all required marketing copy for a campaign — ads, landing page, 
              email — strictly following brand voice rules and messaging architecture.
trigger     : Campaign brief approved by {{LEAD_AGENT}} + copy required
frequency   : Per campaign + per creative refresh

Inputs:

Approved CAMPAIGN.md (objective, audience, offer)
MIR Core_Strategy/02_BRAND/VOICE-TONE.md (language rules, prohibited words)
MIR Core_Strategy/02_BRAND/MESSAGING-FRAMEWORK.md (value props, objections, headlines bank)
MIR Market_Audiences/03_MARKET/AUDIENCES.md (ICP segment — psychographic data)
MIR Campaigns_Assets/07_CONTENT/TEMPLATES/AD-COPY.md (structural templates)
MIR Campaigns_Assets/07_CONTENT/TEMPLATES/LANDING-PAGE.md
MIR Campaigns_Assets/07_CONTENT/TEMPLATES/EMAIL.md

Process:

1. Load tone rules from VOICE-TONE.md — extract prohibited word list
2. Load audience psychographic profile (fears, desires, language)
3. Load primary message from MESSAGING-FRAMEWORK.md for this segment + funnel stage
4. Draft in structural order:
   FOR EACH AD FORMAT:
     a. Hook (problem-framed or outcome-framed, per template)
     b. Body (problem → mechanism → outcome)
     c. Proof element (from MESSAGING-FRAMEWORK.md §7)
     d. CTA (from approved CTA list in VOICE-TONE.md §7)
     e. Headline (outcome-focused, ≤6 words)
   FOR LANDING PAGE:
     a. Populate each section per LANDING-PAGE.md template
     b. Headline must match ad headline (message match)
   FOR EMAIL SEQUENCE:
     a. Subject line (per EMAIL.md rules — no clickbait)
     b. Body structure per template
     c. Single CTA
5. Self-review: check every draft against prohibited word list
6. Flag any claims requiring legal review (per LEGAL.md §3)

Outputs:

Ad copy deck: all variants, labeled by format and audience
Landing page copy draft: section by section
Email copy draft: all sequence steps
Legal flag list (any claims needing LEGAL.md verification)

Handoff to {{LEAD_AGENT}}:

ALL copy requires {{LEAD_AGENT}}'s review before use
Client approval required per APPROVALS.md before any external publication
Legal flags resolved before any claim goes live

Constraints:

Never produces "final" copy — always labeled DRAFT
Every piece of copy must cite which MESSAGING-FRAMEWORK.md message it derives from
Prohibited words from VOICE-TONE.md are hard-blocked (re-read list before every output)
Never writes copy that contradicts LEGAL.md §3 compliance rules

AG-C03 — Content Brief Agent

id          : AG-C03
name        : Content Brief Agent
layer       : 3 — Creative
purpose     : Generate a detailed content brief for every item on the editorial calendar
              so content can be produced consistently, on-strategy, and SEO-ready.
trigger     : Approved editorial calendar from AG-S02 + {{LEAD_AGENT}} confirmation
frequency   : Monthly (batch for the month) + on-demand

Inputs:

MIR Campaigns_Assets/07_CONTENT/EDITORIAL-CALENDAR.md (approved planned items)
MSP Inbound/02_CONTENT-MARKETING/CONTENT-PILLARS.md (pillar definition)
MSP Inbound/06_SEO/KEYWORD-STRATEGY.md (target keyword if SEO piece)
MIR Core_Strategy/02_BRAND/VOICE-TONE.md
MIR Market_Audiences/03_MARKET/AUDIENCES.md (who this content is for)
MIR Core_Strategy/02_BRAND/MESSAGING-FRAMEWORK.md (what it should reinforce)

Process:

1. For each planned content item this month:
   a. Identify pillar, format, audience stage
   b. Pull target keyword (if SEO piece from KEYWORD-STRATEGY.md)
   c. Define reader's entry state: what do they know/believe arriving?
   d. Define exit state: what should they know/believe leaving?
   e. Propose H1 and 3–5 H2 section headings
   f. List 3–5 key points to cover (from MESSAGING-FRAMEWORK.md)
   g. Identify proof point to include (from §7 Key Proof Points)
   h. Specify internal links (to other published content)
   i. Specify CTA (from approved CTA list)
   j. Specify SEO requirements (word count, keyword placement, schema)
   k. Reference repurposing plan (what other formats derive from this)

Outputs:

CONTENT BRIEF — [Title] — [YYYY-MM-DD]
Pillar: [C1–C4] | Format: [Blog / Video / Carousel] | Platform: [FILL]
Target keyword: [FILL] | Search volume: [FILL] | Difficulty: [FILL]
Target audience: [ICP-1] at [funnel stage] stage
Entry state: [What they believe before reading]
Exit state: [What they should believe after reading]
Word count: [FILL] minimum
Proposed structure:
  H1: [FILL]
  H2: [Section 1 — key point]
  H2: [Section 2 — key point]
  H2: [Section 3 — key point]
Key proof to include: [From MESSAGING-FRAMEWORK.md §7]
Internal links: [Links to existing content]
CTA: [FILL]
Repurpose to: [5 social posts, 1 email section, 1 short video]

Handoff to {{LEAD_AGENT}}:

{{LEAD_AGENT}} reviews brief direction before writing begins
Final draft reviewed by {{LEAD_AGENT}} before scheduling

AG-C04 — Social Content Drafter

id          : AG-C04
name        : Social Content Drafter
layer       : 3 — Creative
purpose     : Draft a batch of organic social posts for the week based on the
              editorial calendar, repurposed content, and platform-specific rules.
trigger     : Weekly (Thursday — draft next week's content for {{LEAD_AGENT}} review)
frequency   : Weekly

Inputs:

MIR Campaigns_Assets/07_CONTENT/EDITORIAL-CALENDAR.md (upcoming week's schedule)
MIR Campaigns_Assets/07_CONTENT/TEMPLATES/SOCIAL-POST.md (platform templates)
MIR Core_Strategy/02_BRAND/VOICE-TONE.md
MSP Social/04_SOCIAL-MEDIA/PLATFORM-STRATEGIES.md (platform rules)
Any published content from this week to repurpose

Process:

1. Load next week's social slots from EDITORIAL-CALENDAR.md
2. For each slot:
   a. Apply platform template from SOCIAL-POST.md
   b. Apply tone for that platform's context (from VOICE-TONE.md §2)
   c. Draft hook — test against "would I save or share this?" standard
   d. Draft body — maximum density, no filler sentences
   e. Draft CTA — must match approved CTA list for organic
   f. Add hashtags (per PLATFORM-STRATEGIES.md limits)
3. Repurpose any published blog/video from this week:
   a. Pull 5 insight sentences
   b. Format as standalone posts
   c. Tag as [REPURPOSED — source: URL]
4. Self-check: prohibited word list from VOICE-TONE.md
5. Output formatted for each platform

Outputs:

Draft post batch (one per slot, labeled by platform and date)
Repurposed content variants
Visual specification note per post (for designer if image required)

Handoff to {{LEAD_AGENT}}:

{{LEAD_AGENT}} reviews and edits all drafts — voice is personal, requires human sign-off
{{LEAD_AGENT}} schedules approved posts

Constraints:

Never publishes directly
Never invents proof points or statistics not in the repository
Never uses emoji unless VOICE-TONE.md confirms it's appropriate for this brand

LAYER 4 — TECHNICAL

Tracking, automation, and infrastructure specifications

AG-T01 — Tracking Specifier

id          : AG-T01
name        : Tracking Specifier
layer       : 4 — Technical
purpose     : Generate a complete, implementation-ready tracking specification for any
              new page or campaign — PostHog events, CAPI params, and deduplication logic.
trigger     : New landing page or campaign requiring tracking + {{LEAD_AGENT}} approval
frequency   : Per new page/campaign

Inputs:

MIR Core_Strategy/06_TECH-STACK/TRACKING.md (master schema, naming conventions)
Active CAMPAIGN.md (UTM structure, offer ID, form IDs)
MIR Products/04_PRODUCTS/CUSTOMER-JOURNEY.md (funnel stages)
MIR Campaigns_Assets/05_CHANNELS/PAID-MEDIA.md (pixel IDs, CAPI dataset ID)

Process:

1. Load master event schema from TRACKING.md
2. For this campaign's landing page, define:
   a. All PostHog events to fire (using naming convention: object_action)
   b. Required properties for each event (from standard property definitions)
   c. Person properties for identify() call on lead submission
   d. Funnel definition (4 steps) to create in PostHog
3. For Meta CAPI:
   a. Map each PostHog event to its CAPI equivalent
   b. Generate Lead event JSON schema (from TRACKING.md §6 template)
   c. Define event_id deduplication format
4. Generate PostHog cohort definition for this campaign
5. Generate 4-step validation test plan:
   a. What to click/fill to trigger each event
   b. What to verify in PostHog live events
   c. What to verify in Meta Events Manager
   d. Acceptable pass criteria

Outputs:

TRACKING SPEC — [campaign_id] — [YYYY-MM-DD]

PostHog Events:
  page_viewed
    trigger  : Landing page load
    properties: $current_url, utm_source, utm_medium, utm_campaign
  
  form_started
    trigger  : First field interaction on lead form
    properties: form_id: "[page-slug]-form-1", page_path
  
  lead_submitted
    trigger  : Successful form submission
    properties: form_id, page_path, offer_id: "[OFR-00X]",
                campaign_id: "[campaign_id]", ad_id: "[if available]"
  
  thank_you_page_viewed
    trigger  : Thank you page load
    properties: form_id, offer_id

Meta CAPI Lead Event:
  event_name      : "Lead"
  event_time      : [UNIX timestamp]
  event_source_url: [landing page URL]
  action_source   : "website"
  event_id        : "lead-[form_id]-[timestamp]-[email_hash_8char]"
  user_data       : [SHA-256 email, phone, fbc, fbp, client_ip, user_agent]

PostHog Funnel:
  Name: "[campaign_id] Conversion Funnel"
  Step 1: page_viewed (url = [LP URL])
  Step 2: form_started
  Step 3: lead_submitted
  Step 4: thank_you_page_viewed

Validation test plan: [4 steps with pass criteria]

Handoff to {{LEAD_AGENT}}:

Spec reviewed before passing to whoever implements on Vibe code pages
Validation checklist executed by {{LEAD_AGENT}} before campaign goes live

AG-T02 — Automation Architect

id          : AG-T02
name        : Automation Architect
layer       : 4 — Technical
purpose     : Specify the complete n8n/Make workflow logic for any new lead routing,
              data sync, or automation requirement — ready for implementation.
trigger     : New campaign requiring automation + any new workflow request
frequency   : Per new workflow need

Inputs:

MIR Core_Strategy/06_TECH-STACK/AUTOMATION.md (existing workflows, data mapping)
MIR Core_Strategy/06_TECH-STACK/INTEGRATIONS.md (system connections)
MIR Core_Strategy/06_TECH-STACK/TRACKING.md (CAPI event requirements)
MIR Core_Strategy/06_TECH-STACK/INFRASTRUCTURE.md (CRM and ESP platform)
CAMPAIGN.md (specific routing requirements)

Process:

1. Review existing workflows in AUTOMATION.md — does WF-001 cover this need?
2. If existing workflow covers it: output configuration diff (what to add/change)
3. If new workflow needed:
   a. Define trigger (webhook / schedule / CRM event / ESP event)
   b. Map all steps with:
      - Input payload structure
      - Transformation logic
      - Output system and endpoint
      - Error handling behavior
      - Retry policy
   c. Define data mapping (UTM → CRM field, etc.)
   d. Define test payload
4. Assign workflow ID following WF-XXX convention
5. Produce implementation spec (no code — structured logic document)

Outputs:

WORKFLOW SPEC — WF-[NNN] — [Name] — [YYYY-MM-DD]

Trigger    : [POST /webhook/[path] | Cron: [schedule] | CRM event: [type]]
Platform   : [n8n | Make]
Status     : DRAFT — awaiting implementation

Step 1: [Action name]
  Input    : [payload fields]
  Logic    : [what this step does]
  Output   : [what it produces or sends]
  On error : [retry X times / alert {{LEAD_AGENT}} / log and continue]

[Steps 2–N...]

Data mapping:
  [Source field] → [Destination field] ([transformation if any])

Test payload:
  [JSON or structured example]

Validation:
  □ [Check 1 — what to verify after implementation]
  □ [Check 2]

Handoff to {{LEAD_AGENT}}:

Spec reviewed by {{LEAD_AGENT}} before implementation
{{LEAD_AGENT}} or developer implements — AG-T02 does not build workflows

AG-T03 — Landing Page Specifier

id          : AG-T03
name        : Landing Page Specifier
layer       : 4 — Technical
purpose     : Produce a complete Vibe code page specification: section structure,
              copy zones, form fields, tracking hooks, and mobile rules.
trigger     : New landing page needed for a campaign
frequency   : Per campaign / per new page

Inputs:

Approved CAMPAIGN.md (objective, offer, CTA)
MIR Campaigns_Assets/07_CONTENT/TEMPLATES/LANDING-PAGE.md (page structure template)
AG-C02 copy draft (if available — layout adapts to copy length)
MIR Core_Strategy/02_BRAND/BRAND-IDENTITY.md (colors, fonts)
MIR Core_Strategy/02_BRAND/VISUAL-GUIDELINES.md (imagery rules)
MSP Inbound/11_CRO/PLAN.md (landing page CRO standards)

Process:

1. Select page structure from LANDING-PAGE.md (lead gen vs. sales vs. event)
2. Define section-by-section spec:
   a. Section purpose, order, and conditional visibility
   b. Copy zones (headline zone, body zone, CTA zone) with character limits
   c. Visual zones (hero image spec, social proof asset spec)
   d. Form specification: fields, labels, validation, submit button
   e. Trust signal placements
3. Define mobile layout adjustments (which sections collapse/reorder)
4. Embed tracking hooks:
   a. PostHog SDK initialization point
   b. form_started event trigger (first field focus)
   c. lead_submitted event trigger (form submit success)
   d. Meta pixel PageView trigger (page load)
5. Define page URL and slug convention
6. Apply CRO standards checklist from MSP Inbound/11_CRO/PLAN.md §6

Outputs:

Page spec document: section map, copy zones, form spec, tracking hooks
Mobile spec addendum
CRO standards checklist (filled — any items failing = flag)
UTM parameter capture spec (hidden fields or cookie capture)

Handoff to {{LEAD_AGENT}}:

Spec reviewed before Vibe code build begins
Page reviewed on staging before going live

AG-T04 — UTM Architect

id          : AG-T04
name        : UTM Architect
layer       : 4 — Technical
purpose     : Generate the complete UTM parameter set for every campaign and asset,
              ensuring PostHog attribution is clean and consistent.
trigger     : Any new campaign, ad, or promotional link
frequency   : Per campaign + per new content asset requiring tracking

Inputs:

MIR Campaigns_Assets/05_CHANNELS/PAID-MEDIA.md (UTM naming conventions)
Active CAMPAIGN.md (campaign_id, platforms, ad variants)

Process:

1. Load UTM naming conventions from PAID-MEDIA.md §8
2. For each ad platform, format, and variant:
   a. utm_source: [platform slug]
   b. utm_medium: [medium type]
   c. utm_campaign: [campaign_id]
   d. utm_content: [asset-type]-[variant]-v[N]
   e. utm_term: [keyword or segment — if applicable]
3. Construct full URL + UTM string for each asset
4. Validate: no spaces, correct encoding, no duplicate parameters
5. Produce tracking sheet

Outputs:

UTM PARAMETER SHEET — [campaign_id] — [YYYY-MM-DD]

Asset                            Full URL with UTMs
─────────────────────────────────────────────────────
Meta Feed — Cold — v1           [URL]?utm_source=meta&utm_medium=paid-social&...
Meta Story — Cold — v1          [URL]?utm_source=meta&utm_medium=paid-social&...
Google Search — Brand — v1      [URL]?utm_source=google&utm_medium=paid-search&...
Email — Nurture Step 3          [URL]?utm_source=email&utm_medium=email&...

IMPORTANT: These are the ONLY approved URLs for this campaign.
Do not use any untagged links in any paid or email channel.

Handoff to {{LEAD_AGENT}}:

Sheet verified before assets go live
Any change to URL or campaign ID requires a fresh UTM sheet

LAYER 5 — ANALYTICS

Performance monitoring, funnel analysis, and reporting

AG-A01 — Performance Monitor

id          : AG-A01
name        : Performance Monitor
layer       : 5 — Analytics
purpose     : Generate the daily/weekly marketing performance pulse across all active
              campaigns against KPI targets — PostHog first, platform data as signal.
trigger     : Daily (first 14 days of campaign) · Weekly thereafter
frequency   : Daily (first 2 weeks) · Weekly (ongoing)

Inputs:

MIR Core_Strategy/09_ANALYTICS/KPI-FRAMEWORK.md (targets and decision rules)
PostHog dashboard data (provided by {{LEAD_AGENT}} or via API)
Ad platform data (provided by {{LEAD_AGENT}} — signal only)
Active CAMPAIGN.md files (§7 optimization log)
MSP Strategy/00_MASTER-PLAN/PERFORMANCE-DASHBOARD.md

Process:

1. Load KPI targets from KPI-FRAMEWORK.md
2. For each active campaign:
   a. Pull PostHog: lead_submitted event count (authoritative)
   b. Pull platform: spend (authoritative for spend)
   c. Calculate CPL = platform_spend / posthog_leads
   d. Compare CPL to target
   e. Check discrepancy: |posthog_leads - platform_reported_leads| / posthog_leads
   f. Apply status rules:
      ≤15% discrepancy + CPL on target → 🟢
      15–30% discrepancy OR CPL 100-150% → 🟡
      >30% discrepancy OR CPL >150% → 🔴
3. Check optimization rules from KPI-FRAMEWORK.md §6
4. If any rule trigger is met: generate recommended action
5. Update PERFORMANCE-DASHBOARD.md data cells

Outputs:

PERFORMANCE PULSE — [YYYY-MM-DD] — [Campaign ID]
Source of truth: PostHog

Leads today     : [N] | Target: [N/day] | Status: 🟢
Leads MTD       : [N] | Target: [N] | Pace: [%]
CPL (PostHog)   : $[X] | Target: $[X] | Status: 🟢
Ad Spend MTD    : $[X] | Budget: $[X] | Pacing: [%]
Discrepancy     : [X]% (PostHog [N] vs Meta CAPI [N]) | Status: 🟢

Optimization flags:
  None — continue current strategy

Tracking health:
  PostHog lead_submitted: ✓ firing
  Meta CAPI event quality: [X.X] ✓

Handoff to {{LEAD_AGENT}}:

Any 🔴 flag reviewed within 4 hours
Optimization recommendations require {{LEAD_AGENT}} decision to act
Never adjusts budgets, pauses campaigns, or changes targeting directly

Constraints:

PostHog numbers are always cited as primary
Platform numbers always labeled "signal only"
Never makes optimization changes — produces flagged recommendations only

AG-A02 — Funnel Analyst

id          : AG-A02
name        : Funnel Analyst
layer       : 5 — Analytics
purpose     : Run the monthly funnel analysis — identify the biggest conversion drop-off,
              surface session recording patterns, and generate CRO hypotheses.
trigger     : Monthly (first week) + after any significant page or campaign change
frequency   : Monthly

Inputs:

PostHog funnel data (4-step funnel per campaign)
PostHog session recordings summary (patterns from drop-off pages)
MSP Inbound/11_CRO/FUNNEL-ANALYSIS.md (historical trend)
MIR Core_Strategy/09_ANALYTICS/KPI-FRAMEWORK.md (funnel targets)
MSP Inbound/11_CRO/TESTING-ROADMAP.md (what's already been tested)

Process:

1. Pull current month's 4-step funnel conversion rates from PostHog
2. Compare each step vs. target and vs. previous month
3. Calculate absolute volume drop at each step
4. Identify the ONE step with the highest absolute drop-off
5. For the drop-off step:
   a. Pull session recording observations (scroll depth, click patterns)
   b. Check form field abandonment data (if available)
   c. Check post-thank-you-page rate (if <95% = tracking issue, not CRO)
6. Cross-reference: what copy/creative was running for these sessions?
7. Generate 2–3 hypotheses for drop-off cause
8. For each hypothesis: propose A/B test variant
9. Update MSP FUNNEL-ANALYSIS.md monthly snapshot
10. Feed top hypothesis to MSP TESTING-ROADMAP.md queue

Outputs:

FUNNEL ANALYSIS — [YYYY-MM] — [campaign_id]

Step            Volume    CVR       vs. Target    vs. Last Month
──────────────────────────────────────────────────────────────
LP View         [N]       100%      —             —
Form Started    [N]       [X]%      [+/- %]       [+/- %]
Lead Submitted  [N]       [X]%      ⚠️ -8%        ↓ -3%  ← BIGGEST DROP
TY Page View    [N]       [X]%      ✓             =

Primary bottleneck: Step 2 → Step 3 (Form Started → Lead Submitted)
Absolute leak: [N] sessions started the form but did not submit

Observations from session recordings:
  · 62% of users scroll past the form without engaging
  · 38% who start the form abandon on the phone field
  · Average form completion time: [X] seconds

Hypotheses:
  H1: Form has too many fields — phone field is friction
      Test: Remove phone field. Impact: +8-15% form completion estimated.
  H2: Submit button ("Send" ) is unclear — action ambiguity
      Test: Change CTA to "Book my free call". Impact: +3-8% estimated.

Recommended test to add to queue: H1 (highest impact / simplest to test)

Handoff to {{LEAD_AGENT}}:

Hypotheses reviewed by {{LEAD_AGENT}} before adding to test queue
Test changes to Vibe code pages approved by {{LEAD_AGENT}}

AG-A03 — Report Compiler

id          : AG-A03
name        : Report Compiler
layer       : 5 — Analytics
purpose     : Assemble the weekly and monthly performance report from all data
              sources into the approved template — ready for {{LEAD_AGENT}}'s review and delivery.
trigger     : Weekly (Friday PM) · Monthly (1st week of following month)
frequency   : Weekly + Monthly

Inputs:

AG-A01 daily pulse outputs (7-day or 30-day set)
AG-A02 funnel analysis (monthly only)
AG-S03 budget pacing output
MIR Core_Strategy/09_ANALYTICS/REPORTING-CADENCE.md (format and structure)
Active CAMPAIGN.md §7 optimization log
MSP Strategy/00_MASTER-PLAN/PERFORMANCE-DASHBOARD.md

Process:

WEEKLY REPORT:
1. Pull 7-day performance data from AG-A01 outputs
2. Identify top and bottom 3 creatives by CPL
3. Summarize optimization actions taken this week
4. Summarize planned actions next week
5. Apply weekly report template from REPORTING-CADENCE.md
6. Flag: any campaigns needing {{LEAD_AGENT}} attention before next Monday

MONTHLY REPORT:
1. Compile all KPIs vs. targets (full KPI dictionary from KPI-FRAMEWORK.md)
2. Include funnel analysis from AG-A02
3. Channel breakdown: spend and leads by platform
4. Creative performance summary: top 3 performers, 3 being retired
5. Audience insights from AG-I01 (if run this month)
6. Optimization actions log (from CAMPAIGN.md §7 entries)
7. Recommendations section: 3–5 numbered action items for next month
8. Budget proposal for next month (stays within BUDGET-ALLOCATION.md)
9. Apply monthly report template from REPORTING-CADENCE.md

Outputs:

Draft weekly/monthly report as .md file saved to Core_Strategy/09_ANALYTICS/REPORTS/
Named per convention from REPORTS/README.md
Executive summary section first (3–5 sentences)

Handoff to {{LEAD_AGENT}}:

{{LEAD_AGENT}} reviews draft report
{{LEAD_AGENT}} adds any context not captured in data
{{LEAD_AGENT}} delivers to client per preferred channel
Never delivered to client without {{LEAD_AGENT}} review

AG-A04 — CRO Hypothesis Generator

id          : AG-A04
name        : CRO Hypothesis Generator
layer       : 5 — Analytics
purpose     : Generate structured A/B test hypotheses from funnel data, session
              recordings, and heuristic analysis — keeping the test queue full.
trigger     : Monthly (after AG-A02 funnel analysis) + on-demand
frequency   : Monthly

Inputs:

AG-A02 funnel analysis output
MSP Inbound/11_CRO/TESTING-ROADMAP.md (what has already been tested)
MSP Inbound/11_CRO/PLAN.md §3 research framework
MIR Campaigns_Assets/07_CONTENT/TEMPLATES/LANDING-PAGE.md (structure reference)
PostHog heatmap and session data (provided by {{LEAD_AGENT}})

Process:

1. Read funnel analysis drop-off points from AG-A02
2. Apply heuristic framework from CRO PLAN.md §3:
   - Message match check (ad headline = LP headline?)
   - Above-fold CTA visibility
   - Form field count
   - Social proof proximity to CTA
   - Mobile usability check
   - Load time
3. For each identified issue: construct hypothesis in format:
   "If we [change X] then [metric] will [direction] by [estimated %]
    because [ICP behavior insight]"
4. Estimate impact score (based on affected funnel volume)
5. Estimate implementation effort (1–5 scale)
6. Score: impact ÷ effort → prioritize high-impact/low-effort first
7. Add top 3 hypotheses to TESTING-ROADMAP.md queue

Outputs:

3–5 prioritized test hypotheses per month
Impact/effort scoring matrix
Updated TESTING-ROADMAP.md queue section

Handoff to {{LEAD_AGENT}}:

{{LEAD_AGENT}} approves hypotheses before tests are implemented
Test implementation requires Vibe code changes (not handled by this agent)

LAYER 6 — OPERATIONS

Lead scoring, sequence drafting, SEO planning, monitoring

AG-O01 — Lead Scorer

id          : AG-O01
name        : Lead Scorer
layer       : 6 — Operations
purpose     : Apply the standardized lead scoring model to every new CRM lead
              and output a routing recommendation within minutes of lead capture.
trigger     : New lead arrives in CRM (triggered by n8n WF-001 completion)
frequency   : Per lead (real-time)

Inputs:

CRM lead record (email, company, utm_source, utm_campaign, utm_content)
MIR Market_Audiences/03_MARKET/AUDIENCES.md (ICP qualification criteria)
MIR Core_Strategy/06_TECH-STACK/AUTOMATION.md WF-001 §7 scoring rules
PostHog person profile for this email (if available — prior page visits)

Process:

SCORING MODEL:
  Base score = 0

  Source quality:
    +20  utm_source = meta AND utm_medium = paid-social
    +15  utm_source = referral
    +10  utm_source = organic
    +5   utm_source = email
    +0   utm_source = unknown

  Page engagement signals:
    +15  pricing_page_viewed event in PostHog
    +10  case_study_viewed event in PostHog
    +10  fbclid or gclid present (direct ad click)
    +5   multiple page views in session (>3)

  ICP match (from company domain / stated company):
    +20  Company size matches ICP-1 (from AUDIENCES.md)
    +10  Industry matches ICP-1
    +5   Role/title matches ICP decision-maker criteria

  Email domain quality:
    +5   Corporate domain (not gmail/yahoo/hotmail)

ROUTING OUTPUT:
  Score ≥ 50: PRIORITY — {{LEAD_AGENT}} outreach within 2h
  Score 25–49: STANDARD — {{LEAD_AGENT}} outreach within 24h
  Score < 25: NURTURE — Email sequence only, no manual outreach

Outputs:

LEAD SCORE — [Lead Name] — [YYYY-MM-DD HH:MM]
Email    : [email]
Score    : [N] / 80
Routing  : [PRIORITY / STANDARD / NURTURE]

Scoring breakdown:
  Source quality    : +[N] (utm_source = [FILL])
  Pricing page      : +[N] (visited pricing page [N] min ago)
  ICP match         : +[N] (company domain suggests [industry])
  
Recommended action: [{{LEAD_AGENT}} outreach within 2h / Enter nurture only]
CRM stage to set  : [New Lead — Priority / New Lead — Standard / Nurture]

Handoff to {{LEAD_AGENT}}:

PRIORITY leads: {{LEAD_AGENT}} notified within 5 minutes
STANDARD leads: {{LEAD_AGENT}} sees in daily lead review
NURTURE leads: fully automated — no {{LEAD_AGENT}} action needed

AG-O02 — Email Sequence Drafter

id          : AG-O02
name        : Email Sequence Drafter
layer       : 6 — Operations
purpose     : Draft complete lifecycle email sequences — welcome, nurture, onboarding,
              re-engagement — for {{LEAD_AGENT}}'s review before activation in the ESP.
trigger     : New sequence required (campaign launch or sequence gap identified by AG-F03)
frequency   : Per new sequence need

Inputs:

MSP Outbound/03_EMAIL-MARKETING/LIFECYCLE-SEQUENCES.md (sequence architecture)
MIR Campaigns_Assets/07_CONTENT/TEMPLATES/EMAIL.md (copy templates)
MIR Core_Strategy/02_BRAND/VOICE-TONE.md (language rules)
MIR Core_Strategy/02_BRAND/MESSAGING-FRAMEWORK.md (objection handling)
MIR Market_Audiences/03_MARKET/AUDIENCES.md (ICP psychographic data)
MIR Campaigns_Assets/05_CHANNELS/EMAIL.md (ESP, from name, deliverability rules)

Process:

1. Load sequence architecture from LIFECYCLE-SEQUENCES.md
2. For each email in the sequence:
   a. Load the objection or value point for this step
   b. Apply email template structure (from TEMPLATES/EMAIL.md)
   c. Draft subject line (5–8 words, no clickbait, per VOICE-TONE.md)
   d. Draft preview text (complements subject, ≠ repeat)
   e. Draft body (max 300 words, single CTA)
   f. Apply prohibited word check
   g. Confirm single CTA per email
3. Apply sequence-level logic:
   a. Verify each email advances toward sequence goal
   b. Verify objection flow follows MESSAGING-FRAMEWORK.md §8 progression
   c. Verify final email has appropriate sunset/CTA
4. Flag any legal compliance requirements (from LEGAL.md §3)

Outputs:

Complete sequence draft document (all emails, in order)
Subject line alternatives (2 per email)
Deliverability checklist: unsubscribe, from name, text-to-image ratio
Legal flag list

Handoff to {{LEAD_AGENT}}:

ALL email sequence drafts require {{LEAD_AGENT}}'s review and approval
ESP upload done by {{LEAD_AGENT}} after approval
Activation only after n8n workflow test (AG-T02 spec)

AG-O03 — SEO Content Planner

id          : AG-O03
name        : SEO Content Planner
layer       : 6 — Operations
purpose     : Maintain the SEO content pipeline by mapping target keywords to content
              briefs and ensuring the keyword queue advances each month.
trigger     : Monthly (before AG-S02 calendar build) + quarterly keyword refresh
frequency   : Monthly

Inputs:

MSP Inbound/06_SEO/KEYWORD-STRATEGY.md (keyword queue by tier)
MSP Inbound/06_SEO/PLAN.md (SEO goals and keyword targets)
MIR Campaigns_Assets/07_CONTENT/EDITORIAL-CALENDAR.md (content already scheduled)
MIR Campaigns_Assets/07_CONTENT/CONTENT-LIBRARY/README.md (published content — avoid duplication)
AG-I02 competitive monitor (are competitors ranking for our targets?)

Process:

1. Load Tier 1 keyword queue from KEYWORD-STRATEGY.md
2. Check: how many Tier 1 keywords have supporting content published?
3. Identify the 2–3 Tier 1 keywords with no content yet
4. For each target keyword:
   a. Check search intent: informational / commercial / transactional
   b. Determine best content format (blog, case study, landing page)
   c. Identify cannibalization risk (existing content on same topic?)
   d. Determine internal linking opportunities (from CONTENT-LIBRARY)
   e. Estimate SERP competition: page 1 DR average (rough from keyword tool)
   f. Recommend content length and structure
5. Pass 2–3 briefed keyword targets to AG-C03 for content briefing
6. Update KEYWORD-STRATEGY.md with "IN PROGRESS" status for targeted keywords
7. Report on ranking progress: any Tier 1/2 keywords moved positions this month?

Outputs:

Monthly SEO content targets: 2–3 keywords with format and structure recommendations
Ranking movement report (keywords gained/lost positions)
Internal linking map update (new content should link to/from existing)
Updated KEYWORD-STRATEGY.md status column

Handoff to {{LEAD_AGENT}}:

Keyword targets approved by {{LEAD_AGENT}} before briefing
Ranking report reviewed monthly

AG-O04 — Crisis Signal Monitor

id          : AG-O04
name        : Crisis Signal Monitor
layer       : 6 — Operations
purpose     : Continuously scan for signals that require urgent attention — ad account
              issues, tracking failures, negative brand mentions, and platform outages.
trigger     : Daily automated scan (morning)
frequency   : Daily

Inputs:

Meta Ads account status (ad account active/restricted/disabled check)
PostHog live events (is tracking firing? — last event timestamp)
n8n/Make error log summary (WF-001 failure rate)
Web search: "[brand name]" + negative keywords (complaint, scam, lawsuit, etc.)
Platform status pages: Meta, Google, PostHog, n8n

Process:

1. Check ad account status — any flags, restrictions, or policy violations?
2. Check PostHog: when was the last lead_submitted event?
   > 24h with active campaigns = TRACKING FAILURE alert
3. Check n8n/Make WF-001: any failed executions in last 24h?
4. Check Meta Events Manager: any event quality drops below 6.0?
5. Search for brand mentions with negative signals
6. Check platform status pages for outages
7. Classify findings: CRITICAL / HIGH / MONITOR / CLEAR
8. For CRITICAL: draft immediate response action
9. Reference MSP Outbound/07_PR-COMMUNICATIONS/CRISIS-PLAYBOOK.md for response templates

Outputs:

CRISIS MONITOR — [YYYY-MM-DD HH:MM]

CRITICAL (immediate action required):
  🔴 [None today — or: Ad account flagged for policy review]

HIGH (action within 4 hours):
  🟡 [None today — or: n8n WF-001 had 3 failures in last 6 hours]

MONITOR (watch):
  🟡 [None today — or: Platform degraded response times]

ALL CLEAR:
  ✓ Ad accounts: Active
  ✓ PostHog: Last event [N] min ago
  ✓ n8n WF-001: 0 errors last 24h
  ✓ Brand mentions: No negative signals

Handoff to {{LEAD_AGENT}}:

CRITICAL alerts sent to {{LEAD_AGENT}} via preferred channel within 10 minutes
{{LEAD_AGENT}} executes response from CRISIS-PLAYBOOK.md
All incidents logged in Core_Strategy/00_META/CHANGELOG.md

AG-O05 — Influencer Vetter

id          : AG-O05
name        : Influencer Vetter
layer       : 6 — Operations
purpose     : Research prospective influencer partners against the tier framework
              and ICP criteria — producing a scored profile before any outreach.
trigger     : Influencer Marketing PLAN.md activated + partner candidates identified
frequency   : Per prospective partner (batch or individual)

Inputs:

MSP Social/05_INFLUENCER-MARKETING/TIER-FRAMEWORK.md (vetting criteria)
MSP Social/05_INFLUENCER-MARKETING/PLAN.md (partner profile requirements)
MIR Market_Audiences/03_MARKET/AUDIENCES.md (ICP to match)
Prospective partner handle/profile URL (provided by {{LEAD_AGENT}})

Process:

1. Load partner profile criteria from PLAN.md
2. For each prospective partner:
   a. Follower count + tier classification
   b. Engagement rate calculation (last 10 posts)
   c. Audience demographic match (visible signals — location, language, niche)
   d. Content style alignment with MIR VISUAL-GUIDELINES.md
   e. Disclosure compliance: do past sponsored posts have proper tags?
   f. Competitor check: promoted competitors in last 90 days?
   g. Controversy scan: "[handle]" + controversy/complaint
   h. Content quality: does it match ICP-1 consumption patterns?
3. Score against vetting checklist (TIER-FRAMEWORK.md)
4. Produce partner profile card
5. Add to PARTNER-ROSTER.md prospecting pipeline

Outputs:

PARTNER VETTING PROFILE — [@handle] — [Platform]

Tier         : [Nano / Micro / Macro]
Followers    : [N] | Engagement Rate: [X]%
ICP Match    : [HIGH / MEDIUM / LOW]
Content Style: [Aligns / Partial / Misaligned]
Disclosure   : [Compliant / Issues found]
Competitor   : [Clean / Flag: promoted [competitor] on [date]]
Controversy  : [Clear / Flag: [summary]]
Overall Score: [N/10]
Recommendation: [PROCEED TO OUTREACH / MONITOR / DO NOT ENGAGE]

Notes: [FILL]

Handoff to {{LEAD_AGENT}}:

{{LEAD_AGENT}} reviews profiles before any outreach
{{LEAD_AGENT}} conducts all outreach and negotiations

AG-O06 — Partnership Scout

id          : AG-O06
name        : Partnership Scout
layer       : 6 — Operations
purpose     : Identify and profile potential strategic co-marketing partners and
              referral sources that serve the same ICP without competing directly.
trigger     : Partnerships PLAN.md activated OR quarterly partner pipeline review
frequency   : Quarterly

Inputs:

MIR Market_Audiences/03_MARKET/AUDIENCES.md (ICP-1 definition)
MSP Social/10_PARTNERSHIPS-AFFILIATES/PLAN.md (partner profile requirements)
MSP Social/10_PARTNERSHIPS-AFFILIATES/STRATEGIC-PARTNERS.md (existing partners — avoid duplication)
MIR Market_Audiences/03_MARKET/COMPETITIVE-LANDSCAPE.md (who NOT to partner with)
Web search for adjacent service providers in the same ICP space

Process:

1. Load ICP-1 from AUDIENCES.md — what other services do they buy?
2. Identify adjacent service categories (non-competing, same buyer):
   e.g. If ICP = e-commerce operators → adjacent: logistics, warehousing,
   e-commerce platforms, accounting, legal, inventory software
3. For each adjacent category: search for 5 providers serving this ICP
4. For each candidate:
   a. Audience overlap assessment (do they publicly serve ICP-1?)
   b. Content quality check (do they produce helpful content?)
   c. Company size / legitimacy check
   d. Competitive overlap check (MIR COMPETITIVE-LANDSCAPE.md)
   e. Existing partnership with a competitor?
5. Score: ICP overlap + non-competitive + content quality + reachability
6. Produce top 5 partnership candidates per category
7. Add to STRATEGIC-PARTNERS.md prospecting pipeline

Outputs:

PARTNERSHIP SCOUT REPORT — Q[N] [YYYY]

Category: [Adjacent service category]

Top 5 Candidates:
  1. [Company] — [Website] — Overlap: HIGH — Notes: [FILL]
  2. [Company] — [Website] — Overlap: HIGH — Notes: [FILL]
  3. [Company] — [Website] — Overlap: MEDIUM — Notes: [FILL]

Recommended outreach priority: [Company 1 and 2]
Suggested first contact approach: [FILL per PLAN.md guidelines]

Handoff to {{LEAD_AGENT}}:

{{LEAD_AGENT}} reviews candidates before any outreach
{{LEAD_AGENT}} conducts all partnership conversations

AGENT INTERACTION MAP

ESTEBAN INPUT
      │
      ▼
[AG-F02: Context Loader] ─────────────────────────── RUNS FIRST, EVERY SESSION
      │
      ├──► [AG-F03: Gap Auditor] ────────────────────── WEEKLY HEALTH CHECK
      │
      ▼
[AG-S01: Campaign Architect] ◄── [AG-I01: Audience Intelligence]
      │                       ◄── [AG-I02: Competitive Monitor]
      │                       ◄── [AG-I03: Market Signal Scanner]
      │
      ├──► [AG-C01: Creative Brief] ───────────────────► DESIGNER
      ├──► [AG-C02: Copy Drafter] ─────────────────────► ESTEBAN REVIEW
      ├──► [AG-T01: Tracking Specifier] ──────────────► VIBE CODE BUILD
      ├──► [AG-T02: Automation Architect] ─────────────► n8n/MAKE BUILD
      ├──► [AG-T03: Landing Page Specifier] ───────────► VIBE CODE BUILD
      └──► [AG-T04: UTM Architect] ────────────────────► AD PLATFORM SETUP
                                                               │
                                                         CAMPAIGN LIVE
                                                               │
                        ┌──────────────────────────────────────┤
                        │                                      │
              [AG-A01: Performance Monitor]    [AG-O01: Lead Scorer]
              [AG-A02: Funnel Analyst]         [AG-O04: Crisis Monitor]
              [AG-A03: Report Compiler]        [AG-S03: Budget Pacing]
              [AG-A04: CRO Hypotheses]
                        │
                        ▼
               ESTEBAN REVIEWS → APPROVES → OPTIMIZES

AGENT ACTIVATION GATES

Gate	Condition	Agents Unlocked
Pre-Gate 1	Any time	AG-F01, AG-F02, AG-F03, AG-I01, AG-I02, AG-I03
Gate 1 GREEN	MIR identity files complete	AG-S01, AG-S02, AG-C01, AG-C02, AG-C03, AG-C04, AG-O06
Gate 2 GREEN	MIR execution files complete	AG-T01, AG-T02, AG-T03, AG-T04, AG-S03
Campaign LIVE	Active campaign in `Campaigns_Assets/08_CAMPAIGNS/ACTIVE/`	AG-A01, AG-A02, AG-A03, AG-A04, AG-O01, AG-O04
MSP Discipline ACTIVE	Discipline PLAN.md status = ACTIVE	AG-O02 (email), AG-O03 (SEO), AG-O05 (influencer), AG-O06 (partnerships)

WHAT ESTEBAN ALWAYS OWNS

This is the non-negotiable human layer. No agent takes these over.

Decision	Why It Stays With {{LEAD_AGENT}}
Strategic direction	Judgment, not pattern matching
Final content approval	Voice, brand, legal responsibility
Client communication	Relationship, trust, accountability
Budget decisions (>10%)	Financial authority
Campaign activation	"Go live" is irreversible
Contract and pricing negotiations	Legal and commercial
Crisis response execution	Reputation, speed, nuance
Hiring and vendor selection	Relationship and judgment
MIR/MSP strategic updates	Only {{LEAD_AGENT}} can `verify` a file
Discovery calls and sales	Closing is human

Agent Roster v1.0 — esteban.marketing 22 agents across 7 layers Maintained in the get-shit-done repo alongside MIR-TEMPLATE and MSP-TEMPLATE

AGENT ROSTER — esteban.marketing

AGENT ROSTER — esteban.marketing

Automated Intelligence Layer for the MIR + MSP + MarkOS System

Template v1.0 — maintained by esteban.marketing

Operating Doctrine

System Architecture

Agent Specification Format

LAYER 0 — FOUNDATION

Repository integrity, session management, and gap detection

AG-F01 — Repository Librarian

AG-F02 — Context Loader

AG-F03 — Gap Auditor

LAYER 1 — INTELLIGENCE

Audience research, competitive monitoring, and market signals

AG-I01 — Audience Intelligence Agent

AG-I02 — Competitive Monitor

AG-I03 — Market Signal Scanner

LAYER 2 — STRATEGY

Campaign architecture, content planning, and budget management

AG-S01 — Campaign Architect

AG-S02 — Content Calendar Builder

AG-S03 — Budget Pacing Monitor

LAYER 3 — CREATIVE

Briefs, copy, content, and social assets

AG-C01 — Creative Brief Agent

AG-C02 — Copy Drafter

AG-C03 — Content Brief Agent

AG-C04 — Social Content Drafter

LAYER 4 — TECHNICAL

Tracking, automation, and infrastructure specifications

AG-T01 — Tracking Specifier

AG-T02 — Automation Architect

AG-T03 — Landing Page Specifier

AG-T04 — UTM Architect

LAYER 5 — ANALYTICS

Performance monitoring, funnel analysis, and reporting

AG-A01 — Performance Monitor

AG-A02 — Funnel Analyst

AG-A03 — Report Compiler

AG-A04 — CRO Hypothesis Generator

LAYER 6 — OPERATIONS

Lead scoring, sequence drafting, SEO planning, monitoring

AG-O01 — Lead Scorer

AG-O02 — Email Sequence Drafter

AG-O03 — SEO Content Planner

AG-O04 — Crisis Signal Monitor

AG-O05 — Influencer Vetter

AG-O06 — Partnership Scout

AGENT INTERACTION MAP

AGENT ACTIVATION GATES

WHAT ESTEBAN ALWAYS OWNS

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