I'm COO of a 35-person agency. Since mid 2024 I've built 20+ internal systems for the team, first in Google Sheets and now with AI. Next, I want to help other teams figure out which parts of their week belong in a system.
When you hire people, you owe them growth. The only way I know to give someone growth is to make them more productive.
When the work grows, you can hire more people or make the team you have more productive. I care about the second one. The same tasks came round every week and every month, and because different people did them, the output looked different every time. I started building systems so the output would be standard, built on what the whole team had learned.
The legwork is automated now, so more of the week goes into the work that grows accounts. That's where I think our retention gain came from.
Hamza Akbar · COOI haven't figured this out. One of my sync scripts once wiped hundreds of rows from a master sheet, and I had to rebuild it so it could never do that again.
Go deeper into systems building and AI, and help other agencies and founders build the same kind of systems for their own work.
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I'm COO of an Amazon ads agency. My week is client calls, team problems, and keeping accounts, PPC, design and partner work moving across 70+ brands in the US, UK and EU.
I don't write code. When the same problem keeps landing on my desk, I work out the logic and build a system for it with AI.
Self-taught, one layer at a time. Read from the bottom up.
It's common to build an automation or buy a tool and watch the team ignore it. That usually happens for one of three reasons: whoever built it never ran the team, the work ends up spread across too many places, or people don't trust what it tells them.
Our brand managers were spending a big part of every week on Amazon support cases and inventory checks. It had to be done, but it never moved anything forward. I automated those two jobs and left the rest alone, so their time goes to growth work instead.
Everything the task needs sits in one place, on tools the team already uses. Using it has to be less effort than skipping it.
Whether it's an ads recommendation or a data summary, the team only uses it if they believe it. So accuracy gets checked against real results before launch.
For our team knowledge base, I fixed the answer format first: what it is, how to do it, what you need before you start, the money impact, what to avoid. Every answer comes back in that same shape, so people know where to look.
I tuned our client-call review tool on 100+ real client meetings, and the people who'd been on those calls told me where it got things wrong. One rule came straight from them: a client talking a lot isn't a warning sign. It only counts when the client knows the account better than our person does.
I watch what people ask it. In our knowledge base every question gets logged, and the ones it can't answer become the next entries it learns. When it doesn't know, it says “not covered yet” instead of guessing, because one confident wrong answer costs more trust than ten gaps.
If your team has a tool nobody uses, or a weekly task that eats hours, tell me about it →
Each one started as a problem that kept coming back. I work out the logic and AI writes the code. All four run inside my agency today.
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Weekly updates had an SOP and a format. Few went out on time, and every one looked different. So I stopped chasing people and made the update quicker to send.
Each team member gets a pre-written, structured update every Friday midday, generated from their tasks.
When people keep breaking an SOP, it's usually too expensive to follow.
Support tickets with Amazon were closing on their own because nobody noticed the replies in time. The fix took about ten seconds per ticket to set up.
Tell me about it. I'll tell you honestly whether a system would help.
If your team is buried in repeated manual work, or you want to bring AI into how you operate but don't know where to start, send me a message.