×

What we build, run and automate for WAIR.

An overview of everything Mediya, as WAIR's growth partner, currently has in production, in development, and will deliver over the next six months. Built around the channels where we create value: SEO, outbound, LinkedIn, Leadinfo, email, web development, design, paid ads, and the end-to-end automations that keep the whole machine scalable. Meant to be filled in further together with Mitch using real-world proof, client feedback and hard numbers from GA4, GSC, HubSpot and Leadinfo.

Tracks
GTM · Operations · Innovations
Project owner Mediya
Gyan van den Bogert
Source of truth
Asana · WAIR project
01 · Summary

Not one-off projects, one continuous growth engine.

For WAIR, Mediya runs a complete growth engine: organic growth through SEO and content, paid growth through Google Ads, cold pipeline through outbound and LinkedIn, follow-up through Leadinfo and email, and on top of that a layer of custom AI systems that make the work scalable without WAIR having to hire extra people.

Breadth of delivery
10+ channels
SEO · Ads · Outbound · LinkedIn · Email · Leadinfo · Web · Design · CRO · Innovations
Always-on systems
Continuous
Content, leads, newsletters, ads and outbound every week. Not one-off projects.
Custom AI in production
Multi-agent
Our own content agents, lead pipeline and Knowledge OS. Not something you can buy from another agency.
02 · Results & analytics

What the numbers show, and what we'll push harder next month.

This is where the value becomes measurable. The charts below come straight from GA4, Google Search Console and Leadinfo and show what the work has delivered over the past 12 months. The HubSpot connection (pipeline and lead-to-deal time) follows in the next version.

Important to set straight up front. WAIR's lead-to-deal cycle with enterprise fashion retailers is historically long. A lot of pipeline currently comes in through Mitch's own network. Our work in SEO, ads, outbound, Leadinfo and LinkedIn is meant to reduce that dependency by building independent inbound flow. The numbers below from GA4, GSC and Leadinfo show that this inflow is now underway. The next step is connecting HubSpot so we can show MQL-to-SQL conversion and average lead-to-deal time per source.
Live: GA4 channel attribution Live: GSC top pages & impressions Live: Leadinfo visitors Next: HubSpot deal stages
Source · Google Analytics 4
Live data · 12 mo

Traffic & channel attribution

Sessions and channel split on wair.ai over the past 12 months (May 2025 to May 2026). The two largest growth channels (organic search and paid search) are both driven by Mediya.

Channel mix over the past 12 months. Organic and paid together make up 44% of traffic (14,813 sessions), fully driven by Mediya.
  • Total sessions (12 mo) 33,455
  • Organic sessions 10,764
  • Paid search sessions 4,049
  • Engagement rate (organic) 51.0%
Source · Google Search Console
Live data

Indexation & impressions

Over the past 3 months the content engine generates more than 462,000 impressions and nearly 2,000 clicks via Google. 729 different pages receive impressions. The top 10 is made up almost entirely of Mediya content pieces.

Top organic landing pages by clicks. Eight of the top 10 pages are content produced by the Mediya engine (overstock, forecasting, fashion and lifestyle clusters).
  • Total clicks (90 days) 1,964
  • Total impressions (90 days) 462,000
  • Pages with impressions 729
  • Average position 8.4
Source · HubSpot
Connecting in Q2

Pipeline & deal flow

This is where the real pipeline data will land: open deals, MQL-to-SQL conversion, lead-to-deal time, and the split between network leads (Mitch-driven) and independent inflow from Mediya channels. Building independent inflow is a key objective.

Funnel sketch. Exact volumes and conversion rates will be filled in once HubSpot deal stages are read out.
  • Open deals in pipeline [HubSpot]
  • MQL → SQL rate [HubSpot]
  • Lead-to-deal time (average) [HubSpot]
  • % leads via network vs Mediya channels [HubSpot]
Source · Leadinfo
Live data

Companies visiting WAIR.ai

Companies that visit WAIR.ai and can't be traced through cookies. Since Leadinfo went live, 4,546 unique companies have already been identified. Mediya runs the weekly routing flow to Rianne and the JV team.

Indicative weekly growth in identified companies (dark) and specifically ICP-fit visitors (darker). Exact weekly split comes from the Leadinfo export.
  • Total identified companies 4,546
  • With Hot tag 864
  • With Customer tag 30
  • With Competitor tag 6

Opportunities from Leadinfo · ready to be picked up

Live from Leadinfo · WAIR account · snapshot 22 May 2026

Since Leadinfo went live, 4,549 unique companies have been identified on WAIR.ai, of which 865 with the Hot tag. Below is a list of fashion and retail companies that have visited the site repeatedly and are not yet a customer. These are the accounts Mitch and the JV team can stay closer on. Scroll through the list to see everything.

Company Location Pages Status Recommended action
Hugo Boss AG Metzingen, DE 24 Hot · Autopilot · WAIR events Top target. Mega brand, high engagement, already running in Autopilot. Hand straight to Mitch.
ASOS Limited London, UK 8 Hot · Todo Mega online retailer. Personal outreach via LinkedIn + reverse pitch deck.
Magazijn 'De Bijenkorf' B.V. Amsterdam, NL 33 Hot · WAIR events Top NL department store. Deep engagement. Mitch network route feels natural.
stichd B.V. 's-Hertogenbosch, NL 99 Hot · Autopilot · WAIR events PUMA license holder. Very high engagement. Schedule a follow-up call.
By-Bar B.V. Breda, NL 82 Hot NL fashion brand. Visited a lot of pages. Send a concrete demo pitch.
Emu Australia Pty Limited South Geelong, AU 51 Hot · Autopilot AU fashion brand. High engagement. Timezone-specific outreach.
A.W.G. Allgemeine Warenvertriebs GmbH Köngen, DE 50 Hot · Autopilot · Todo DACH retailer. Already in Autopilot, check status with Rianne.
Ernsting's family GmbH & Co. KG Coesfeld, DE 43 Hot · Autopilot · Todo DACH fashion chain with 1,800+ stores. Top prospect, ABM approach.
Intersport AB Mölndal, SE 39 Hot · Autopilot Nordics sports retailer. Multi-store. Push to the Nordics territory.
Van Tilburg Mode en Sport B.V. Nistelrode, NL 39 Hot · Todo NL fashion + sport. Local, ICP-fit. Telescope sequence + Rianne touch.
LERROS Moden GmbH Düsseldorf, DE 38 No tag DACH menswear, repeat visit. Push to Telescope + Rianne LinkedIn touch.
Petrol Industries B.V. Tilburg, NL 30 Hot · Todo NL casual fashion brand. Follow up directly via the JV team.
Future of Fashion GmbH Wiesbaden, DE 29 Hot · WAIR events Event attendance, repeat visit. Hot.
White Stuff Limited Leicester, UK 21 Hot · Todo UK fashion brand. Concrete demo pitch.
Castore Benelux B.V. Rotterdam, NL 17 Hot · WAIR events UK sportswear brand, NL entity. Attended event. Mitch network route.
Concept Store Sweden AB Stockholm, SE 16 Hot Nordics fashion retailer. Follow up directly.
Deichmann SE Essen, DE 16 No tag · Todo Mega DACH footwear retailer (4,200+ stores). AI-avatar reverse pitch.
State of Art B.V. Lichtenvoorde, NL 15 Hot · WAIR events · Todo NL menswear. Attended event. JV team route.
Held Fashion Retail GmbH Münchberg, DE 13 Hot DACH fashion chain. First touch via outbound.
Kigili Giyim Ticaret A.S. Istanbul, TR 13 Hot · Todo TR menswear brand. International spread. Possibly via Mitch's network.
Kadine Antwerpen, BE 12 Hot · Todo BE fashion brand. Follow up directly.
Babysam A/S Rødovre, DK 12 Hot · Autopilot · Todo DK retailer (baby/kids). Running in Autopilot, check status.
Modehaus Zinser GmbH & Co. KG Tübingen, DE 11 Hot · Todo DACH fashion chain. ICP-fit. Add to ABM top-50.
Van de Velde Wichelen, BE 9 Hot · WAIR events · Todo BE lingerie/fashion (PrimaDonna, Marie Jo). Attended event. Hot.
A2 Shop GmbH Helmbrechts, DE 9 Hot First touch via outbound sequence.
My Jewellery B.V. 's-Hertogenbosch, NL 9 Hot · Todo NL fashion-jewelry brand. Fast-growing. Pitch.
City Chic Collective Limited Alexandria, AU 9 Hot · Todo AU plus-size fashion. International ICP. Follow up directly.
Kappahl Sverige AB Mölndal, SE 7 Hot · Autopilot · Todo Major Swedish fashion chain (370+ stores). Mega target.
Lindex Sverige AB Göteborg, SE 4 Hot · Todo Swedish fashion chain (440+ stores). Mega target via Nordics route.
SCHIESSER GmbH Radolfzell, DE 3 No tag Well-known DACH brand in lingerie/underwear. Add to ABM top-50.
Barca Srl Scorzè, IT 2 Hot IT fashion brand, recent visit. Italy route via Mitch's network.
New Amsterdam AB Järfälla, SE 27 Hot Swedish eyewear/fashion brand. High engagement. Nordics route.
Dormy Golf & Fashion AB Örebro, SE 10 Hot · Autopilot · Todo Swedish golf + fashion retailer. Already in Autopilot. Check status.
Jack Victor Limitée Montreal, CA 1 Hot · Todo Canadian menswear brand. First visit, signal for outbound.
Aman Products UK Limited London, UK 4 Hot UK luxury fashion (Aman group). Follow up directly via Mitch's network.
Blue Associates United Kingdom 6 Hot UK fashion retail advisor / group. First touch via Telescope.
Xenos B.V. Waalwijk, NL 1 Hot · Todo NL retailer (lifestyle/home, ~100 stores). Signal for outbound.
03 · How we work

Funnel-OS: three tracks, one engine.

Our capacity is deliberately split across three tracks. No overlap, its own owner, its own KPI. This keeps growth (GTM) from getting stuck in maintenance (Operations) and stops R&D (Innovations) from being cut the moment campaign work comes in.

Track 01
Marketing GTM
~50% capacity
  • SEO content engine & pillars
  • Google Ads acquisition
  • Outbound (Telescope · Apollo)
  • LinkedIn nurture and endorsement
  • Landing pages & lead magnets
  • Pipeline, MQL and SQL tracking
Track 02
Operations
~20% capacity
  • Website hygiene, speed, indexation
  • Newsletter cadence (NL, DACH, releases)
  • Leadinfo weekly routing
  • CRO & analytics (GA4, Clarity)
  • Brand consistency & styling
  • Monthly and quarterly reviews
Track 03
Innovations
~30% capacity
  • WAIR Knowledge OS (Superbrain)
  • Multi-agent content system
  • Lead pipeline (Apollo · Apify · Perplexity)
  • n8n workflow automations
  • Meeting drafter, churn monitor
  • ABM system (top-50 accounts)
04 · What we deliver

The channels where Mediya creates value.

Per channel: what we do, what state it's in, and which activities run continuously. Most channels feed into each other. Outbound feeds LinkedIn, LinkedIn feeds newsletters, newsletters feed demo requests.

SEO & Content Engine

Long-tail organic growth for fashion-inventory keywords
Live

Multi-agent content system that structurally produces pillar pages and supporting articles around the WAIR categories: footwear, sportswear, lifestyle fashion, liquidity, reduce markdowns, inventory efficiency and customer satisfaction.

Including technical SEO, GSC monitoring, indexation tracking, internal linking and periodic audits via Morningscore and SemRush.

  • Daily blog publishing cadence
  • Pillar pages per content cluster, with MOFU/TOFU spread
  • Weekly GSC and index checks
  • Technical audits (Morningscore, SemRush) each quarter
  • Image generation for blog thumbnails at scale

Google Ads

Paid acquisition + branded search
Live

Ongoing campaign management focused on high-intent inventory keywords. Periodic keyword expansion ("Inventory management", "Allocation software fashion", "Stock turn AI") and optimization of search terms and negatives.

  • Continuous keyword management and QS monitoring
  • Q2 2026: planned account reset and CPA target
  • Split branded vs non-branded
  • Planned retargeting after lead-magnet launches

Outbound Pipeline

Telescope · Apollo · Multi-channel sequences
Live

Continuous outbound pipeline to partners and potentials. Weekly inflow of new ICP leads via Apollo, filtered on fashion retail criteria. Outreach sequences with A/B testing on subjects and hooks, plus additional WhatsApp + video touchpoints for warmer leads.

  • 500 new leads per week in the Telescope system
  • Apollo enrichment + ICP filter (50M–1B+ revenue, 20–200 stores)
  • A/B subject lines & hook iteration per campaign
  • WhatsApp + video outreach for warm leads (in testing)

LinkedIn Nurture & Endorsement

Rianne's profile as a sales vehicle
Live

Automated nurture flow via Rianne's LinkedIn profile. Every website visitor triggers a touchpoint: like on a recent post, view, and connection request. Combined with the Leadinfo export, this runs as a continuous, low-touch endorsement engine that produces meetings every week.

Open rate on the Rianne sequence is in line with a high-performing outbound flow. Follow-up still has room for optimization and is one of our focus areas for Q2.

  • Autopilot view + like via Rianne's account after a website visit
  • Connection requests to ICP-fit prospects
  • Kakiyo integration as a supporting system
  • Content-partnership newsletter in preparation
  • LinkedIn community benchmarking survey (Steven/Rianne)

Leadinfo Routing

Weekly hot-account routing to the JV team
Recurring

Companies that visit the WAIR website are identified via Leadinfo, filtered against the ICP and delivered in a weekly sheet for Rianne. From there they enter the endorsement track or go straight to the JV team. Combines intent data with the LinkedIn engine for optimal timing.

  • Weekly Leadinfo export (every Friday)
  • ICP scoring at visitor level
  • Hand-off to Rianne for LinkedIn endorsement
  • Routing to the right JV per region

Email & Newsletters

Four parallel newsletter tracks
Live

A newsletter portfolio that reaches customers, prospects and the community alike. High open rates and consistent engagement prove the content lands; at the same time it provides an authority platform for product updates and thought leadership.

  • Main NL, monthly, main segment
  • DACH NL, DE translation with Thomas, planned monthly send
  • Release Notes, bi-weekly bundling of product updates
  • 24/7 Fashion AI Weekly, weekly insight email

Lead Generation Pipeline

Custom Python system · 6 territories
Live

Our own automated lead pipeline that discovers fashion retailers via Apify (Google Maps), enriches via Apollo and Perplexity, scores against the ICP (≥20 stores) and exports to Google Sheets + HubSpot-ready Excel. Fully configurable per territory.

  • Territories: Benelux · DACH · Nordics · SEU · ANZ · HQ Global
  • 5-step pipeline: discovery → enrichment → validation → scoring → export
  • ICP scoring (tier 1 / 2 / 3) + TAM calculation in EUR
  • Run weekly or on-demand (/wair-leads command)

Lead Magnets & Funnel

7 magnets · TOFU → BOFU coverage
In development

The current WAIR funnel has one CTA: "Book a demo". Mediya is building a full magnet architecture that captures and feeds every funnel stage, from first interest to pilot request.

  • Inventory Health Score (interactive assessment)
  • ROI Calculator (interactive tool + PDF export)
  • State of Fashion Inventory 2026 (annual report)
  • Suzie Playbook (AI product content guide)
  • Executive Roundtable (quarterly gathering)
  • Case Study Compendium (gated)
  • HubSpot nurture sequences (4 flows)

Landing Pages: Quick Wins

5 high-intent pages in production
In development

A set of conversion-focused landing pages that fix the weakness of the current "Book a demo only" approach. Each page covers a specific buying intent: alternatives to competitors, ROI proof, and feature deep-dives.

  • Alternative to Syrup Tech (competitor capture)
  • Reduce Overstock landing page
  • ROI Calculator (interactive)
  • Pilot Case Study page
  • Suzie feature showcase

Web Development

Dev capacity for the site, partner pages and infra
Live

Ongoing development capacity for WAIR.ai. From indexation fixes and GS1 changes to building new partner and sub-partner pages. Work in progress, with Robin (UI/UX) and Harsh (dev) at the core.

  • Weekly site updates & bugfixes
  • Partner and sub-partner pages (together with Rianne)
  • GS1 changes (from Steven, in progress)
  • Index fixes & non-canonical clean-up
  • Planned website rebuild, decision in the Q3 review

CRO & Analytics

Custom artifact + GA4, GSC, Clarity
Q2 build-out

Instead of Looker Studio, we build our own analytics artifact, just like we did for Shoeby. The data from GA4, GSC and HubSpot is pulled straight from those tools and served in a single custom dashboard. Faster, more flexible and fully tailored to WAIR's needs. Clarity and Hotjar provide the UX data, A/B tests run on the critical pages.

  • Custom analytics artifact (same approach as Shoeby)
  • GA4 + GSC + HubSpot data integrated via API
  • Clarity recordings & heatmaps per LP and homepage
  • A/B tests on CTA copy and hero elements

Innovations & Custom AI

Knowledge OS · ABM · SEO agents
In development

The Innovations layer is what sets Mediya apart: our own AI systems that we build for WAIR and that can't be bought from another agency. Ongoing work with Romic as builder and Gyan as product owner, inside WAIR's Azure environment.

  • WAIR Knowledge OS (Superbrain), phased Q2/Q3
  • ABM system for top-50 accounts (dataset Q2 → live Q3)
  • SEO agents v2 (next-generation content engine)
  • Needscreper (MVP July)
  • Azure infra compliant with WAIR security standards

Brand & Design

Visual consistency across all channels
Q2

A corporate styling guide in Figma (one boilerplate) so the visual identity carries through consistently in ads, LPs, newsletters and partner material. Sign-off by Sophie (WAIR) planned.

  • Audit of current logos, colors, typography
  • Figma components, color tokens, spacing system
  • Immediately usable in Q2 LP builds

Events & Authority

Keynotes, backlinks, thought leadership
Live

Authority building through speaking slots, backlinks and trade publications. Faccelerate keynote delivered on 8 May 2026 (DACH event) with the "End of the Marketing Calendar" presentation, including a LinkedIn post and stage notes as a follow-up campaign.

  • Faccelerate keynote (8 May 2026, Amsterdam)
  • Backlink push to fashion retail publications
  • Outreach for guest blogs & expert quotes
  • Tool listing in adjacent SaaS ecosystems

Strategy & Roadmap

Funnel-OS · monthly reviews · KPI dashboard
Recurring

The strategic cadence: 6-month Funnel-OS roadmap, monthly reviews with Mitch, a half-year assessment in July, and a fixed KPI overview with targets per channel. Asana is the single source of truth for everything we do.

  • 6-month Funnel-OS roadmap (May → Oct 2026)
  • Sprint 0 kick-off + capacity agreement
  • Monthly review with Mitch (60 min) + dashboard check
  • Half-year assessment (90 min) end of July
  • Asana structure with tracks & due-month custom fields
05 · End-to-end automations

End-to-end systems that save WAIR time and people.

What sets Mediya apart from a traditional agency is the amount of custom automation under every layer of the work. Per system: what it does, what stack sits underneath, and exactly what manual work it removes. The time estimates are based on what the alternative (manual or via an external party) would cost.

System
What it does
Stack & impact
Status
Multi-agent SEO content engine
Generates, edits and publishes pillar pages and blogs at scale for the WAIR content clusters. Works across the content team as a production layer.
multi-agent · CMSReplaces ±2 FTE of SEO content production
Live
Lead pipeline (wair-leads)
Discovery of fashion retailers via Google Maps, enrichment via Apollo and Perplexity, ICP scoring and export to Google Sheets and Excel. Configurable per territory.
Apify · Apollo · Perplexity · SheetsSaves ±20h of manual prospecting per territory
Live
LinkedIn nurture autopilot
Auto-touch via Rianne's profile after a website visit: post like, profile view, connection request. Gets outbound going without hand-touch.
Kakiyo · LinkedIn APIReplaces 1–2h of manual LinkedIn touch work daily
Live
Fireflies meeting drafter
Meeting transcripts via Fireflies automatically turn into an AI-drafted follow-up email in Yvonne's Gmail drafts. Cuts away most of the email work after every call.
Fireflies · Gmail API · GPTSaves ±30 min of follow-up work per meeting
Live
Leadinfo weekly routing
Company visits on WAIR.ai are turned into a weekly hot-account list and routed to Rianne for the endorsement flow or straight to the right JV.
Leadinfo · Sheets · SlackSaves 2h per week of manual visitor screening
LiveRecurring
Telescope 500 leads/wk
Weekly inflow of 500 ICP-fit prospects into the Telescope system; runs as an always-on outbound engine with A/B iteration.
Telescope · Apollo2,000 prospects per month without an SDR team
LiveRecurring
Release notes bi-weekly
Bundles WAIR product updates into a bi-weekly mailing. Keeps customers and warm leads informed without WAIR having to spend time on it.
Klaviyo · Notion / source feedSaves ±4h per edition on bundling and formatting
LiveRecurring
Newsletter automation (n8n)
n8n flow that automatically prepares release notes and weekly insight for publishing via Klaviyo. The review step stays human, the production becomes machine.
n8n · KlaviyoMike can send the newsletter without dev help
In development
Onboarding flow
New WAIR customer in the intake form → automatic generation of Asana tasks per onboarding step, with the right owners and deadlines. Reduces manual setup work to zero.
n8n / Make · Asana APISaves 3–4h per new customer onboarding
In development
WAIR Knowledge OS (Superbrain)
Multi-agent orchestrator as an internal knowledge layer for WAIR plus Mediya sales. Q&A, prompt templates and demo prep, built in the Azure environment with the right security standards.
Multi-agent · Azure · vector storeDemo prep from hours to minutes
In development
Claude Code as OS + Obsidian vault
All WAIR communication (meetings, decisions, sales calls, content briefings) lands in a single Obsidian vault. Claude Code runs on top as an operating system, so skills, prompts and workflows are reusable across the whole WAIR organization. The same approach we set up for Shoeby.
Claude Code · Obsidian · Mediya skillsOrganization-wide knowledge & skill reuse
In development
JIRA Feedback Board AI
AI layer on top of the JIRA feedback board (at Jeroen's request) that automatically categorizes and prioritizes feedback.
JIRA API · LLMProduct team keeps focus, no triage work
In development
MCP Olaf for PowerBI insights
MCP connection to feed PowerBI data directly as context to the AI layer. Setup is waiting on input from the WAIR side.
MCP · PowerBIReal-time dashboards in natural language
POC · waiting client
Lead Sheet POC
First version of the shared leads overview has been shared with Mitch. Iterate until it does its job in practice. Feedback and additions welcome.
Sheets · ApolloOne source for all the leads Mitch shares
POC · with Mitch
Churn monitor → Lovable (Marcus)
Migration of the churn-monitor Slack channel to Marcus's Lovable project, so churn signals are monitored automatically.
Slack · LovableNo more manual churn monitoring needed
Roadmap
ABM system (top-50)
Account-personalization engine for top-50 enterprise prospects: personalized LPs, persona sequences and retargeting.
Custom · HubSpot · LinkedIn Ads1-on-1 ABM at scale, without an ABM team
Q3 launch
Needscreper
MVP for automatically detecting and qualifying needs on LinkedIn and other channels. Build starts in July.
Custom · LinkedIn · LLMSignal detection without anyone having to watch
Q3 build
06 · 6-month roadmap

What we deliver between May and October 2026.

Two phases: Foundation + Fuel (May–July, switching on always-on engines and laying the lead-magnet foundation) and Compound + Convert (Aug–Oct, BOFU focus and ABM live). The major items per track, per month.

May
June
July
August
September
October
GTM
KPI session · Ads audit + reset · SEO content calendar Q2 · Telescope optimization · Kakiyo via Rianne
3 quick-win LPs live · Inventory Health Score · Outbound sequence #1 · Backlinks push · LinkedIn survey
ROI Calculator upgrade · TrendLens magnet · Pilot Case + Suzie LP · A/B subjects · SEA retargeting
ABM top-50 live · BOFU content · AI-inventory pillar · Case Compendium start
Case Study Compendium live · Demo-funnel optimization · SEA pilot conversion
H2 review against targets · Next-6-months proposal
Operations
Website audit · Lock in NL cadence · DACH NL live · GS1 webdev
Top-10 website fixes deployed · Figma styling guide · NL #2 live
NL segmentation (prospect / customer / pilot) · Website A/B #1
Retention NL own DB · Cross-sell content
Website BOFU set final (pricing, comparison, Suzie)
Content-library documentation · 4 SEO articles
Innovations
Superbrain MVP scope & build start · 18-agent performance review
Superbrain phase 1 (intake + KB) · Newsletter n8n · Onboarding flow · Fireflies · ABM dataset
Superbrain phase 2 · Needscreper MVP · JIRA AI
ABM system production · SEO agents v2 deploy
Superbrain phase 3 (outbound personalization) · Cloud-training module
Innovation review · Q4 pipeline
GTM · go-to-market & pipeline Operations · site, brand & cadence Innovations · custom AI & automation
07 · Growth-hack backlog

25 next-generation moves for the coming 6–12 months.

Ideas that work specifically for enterprise fashion-retail SaaS with decision-makers like Head of Merchandising, VP Planning and GMM. No standard playbook. Focused on signal-based selling, AI personalization at account level, reverse trial and PLG mechanics, and distribution hacks that put WAIR in the buyer's workflow. Prioritized in phases during monthly reviews.

How this backlog works. Every move has three elements: what it is, why it lands with this ICP, and an effort tier (light = 1 to 3 weeks · medium = 1 to 2 months · heavy = 2 to 4 months). The backlog isn't a list of promises, but a menu of choices for Mitch and Gyan during monthly reviews, based on whatever delivers the highest pipeline multiplier at that moment.

A Signal-based selling · only knock on doors that open

A1

Job-board signal mining

Light
Automatically monitor open vacancies for "Head of Merchandising", "VP Planning", "GMM" or "Inventory Manager" at ICP-fit retailers. Every open role = a signal that the company is actively looking at new processes and tools.
Why it fits the WAIR ICPNew merchandising hires make a tool decision within 90 days 80% of the time. We're ready with a targeted proposal from day one.
A2

Funding-round & M&A signal engine

Light
Weekly scan of Crunchbase, RetailDive, Business of Fashion and BoF for fashion retailers that have just raised money or been acquired. Immediate targeted outbound to these accounts with a "first-100-day playbook" for inventory.
WhyFresh capital = tool budget unlocked. Post-funding retailers have on average 3 months to show "infrastructure improvements" to investors.
A3

Earnings-call NLP scanner

Medium
AI layer that reads every quarterly update from publicly listed fashion retailers and tags specific phrases: "inventory write-down", "markdown pressure", "overstock", "supply chain mismatch", "AI initiatives". Output: personal briefs per CFO/COO.
WhyAnyone who names a problem publicly buys a solution within 2 quarters. By then we're already in with a targeted answer.
A4

Tech-stack change detection

Light
Monitoring via BuiltWith, Wappalyzer and LinkedIn for changes in PIM, ERP, POS or merchandising tools at ICP accounts. A switch = 90-day windows in which new components are purchased.
WhyTool migrations force a rethink of the whole stack. A WAIR pitch during migration gets on average 4× more attention.
A5

LinkedIn job-change & promotion alerts

Light
Tracking LinkedIn job changes and promotions within ICP accounts: new CMO, new Head of Merchandising, new Chief Digital Officer. Every personal change triggers a personal substantive message within 7 days.
WhyThe first 90 days of a new role = a drive to prove. New leaders want quick wins and are considerably more open to new tools than incumbent decision-makers.

B AI personalization & programmatic ABM · scale without volume

B1

AI-avatar personalized demo videos

Medium
HeyGen or Synthesia AI avatar of Mitch or a WAIR exec that records a 2-minute personalized demo clip per top-50 prospect, with their brand name, their SKU context and their specific inventory pain. Production at scale, reception feels 1-on-1.
WhyVideo-based hyper-personalization is a core ABM channel in 2026. Reply rates run 3–6× higher than text-only outbound for enterprise targets.
B2

Dynamic homepage per top account

Medium
When an ICP account visits the WAIR site (detected via Leadinfo or reverse IP), the homepage shows their brand name, relevant case snippets and industry-vertical content. No more generic experience.
WhyWeb personalization lifts conversion rate on enterprise visitors by 30–50% on average. Our Leadinfo + LinkedIn engine already provides the signal.
B3

Programmatic ABM display-network

Medium
LinkedIn Ads + display retargeting per top-50 dataset, with account-specific creatives (logo, brand name, sector data) that rotate weekly. Connected TV where possible for C-suite.
WhyDecision units at €100M+ retailers are 5–9 people wide. ABM display ensures the whole committee recognizes WAIR before the conversation begins.
B4

"Reverse pitch" 90-day blueprint deck

Light
Per top-20 ABM account: WAIR delivers, unprompted, a personalized 2-pager deck "What we'd do for [Brand X] in 90 days", with their known data, their store footprint and their product categories. Sent to the Head of Merchandising via LinkedIn and email.
WhyShows work instead of a pitch. For enterprise prospects, proof of thinking up front is the strongest differentiating signal.
B5

AI-generated quarterly trend report per top-50

Medium
A 4–6 page micro-report per top-50 account each quarter: their category trends, their competitors, their inventory risks. Fully AI-generated, with a cover note from a WAIR exec.
WhyHeads of Merchandising see this as a gift. Open rate > 70%, response rate 4× higher than cold outbound.

D Authority & community · WAIR as the category thought leader

D1

"State of Fashion Inventory" annual report

Heavy
A McKinsey/BoF-style annual report on the state of fashion inventory in EU + US. Own research, retailer survey, benchmark data from the WAIR product. Launch with PR + event + LinkedIn push.
WhyThe owner of the category report gets cited automatically across all trade publications. Backlinks, conference invites and C-suite mindshare for the whole year.
D2

Executive Roundtable Series, invite-only

Medium
A physical (Amsterdam, Berlin, London) or digital roundtable of 8–12 Heads of Merchandising each quarter. No pitch, just peer discussion. WAIR facilitates + turns the conversation into content.
WhyHeads of Merchandising are isolated within their role. There's no natural peer network. Whoever facilitates that network becomes the vendor of choice.
D3

"The Allocation Show" branded podcast

Medium
A bi-weekly podcast with Heads of Merchandising, VP Planning and GMMs as guests. No sales, just good conversations. Distribution via YouTube, Spotify and clips on LinkedIn.
WhyGuests become ambassadors and share it themselves. Free distribution within their own network, and podcasts still generate top-of-funnel volume with the C-suite.
D4

European Merchandisers WhatsApp group

Light
A private WhatsApp community for 50–100 European senior merchandisers, moderated by WAIR. Discussion, knowledge exchange, occasional polls. No sales.
WhyWhatsApp has 5× higher engagement than Slack/LinkedIn for senior execs. Whoever runs the community is first to hear about tool frustrations at ICP accounts.
D5

Competitor teardown series

Light
Deep, honest teardowns of Syrup Tech, Nextail, Increff and Prediko: what they do well, where they fall short, where WAIR differs. Per teardown a 20-minute video plus a 3,000-word blog.
WhyRanking for "[Competitor] alternative" keywords catches prospects at the highest-intent moment. An honest comparison = authority, not a sales pitch.
08 · Inbound + ABM solutions

How we pull in inbound and target top accounts at the same time.

Two motions that work together. Inbound makes the right people come in on their own through SEO, content and targeted conversion mechanics. ABM makes sure the top-50 accounts you really want are approached personally through personalized content, ads and sequences. Below are the concrete building blocks we can deploy for WAIR.

Track A

Inbound solutions

Pull in and convert visitors on their own. SEO, content and smart conversion mechanics on the site make WAIR.ai work as a 24/7 sales vehicle, even when no one is watching.

  • 01 SEO content engine at scale Multi-agent system that publishes pillar pages and blogs around fashion-inventory keywords daily. Replaces ~2 FTE of production.
  • 02 Lead magnets with progressive profiling Inventory Health Score, ROI Calculator, Suzie Playbook and Benchmark Report. Every download yields more data about the prospect.
  • 03 High-intent landing pages "Alternative to Syrup Tech", "Reduce Overstock", "ROI Calculator" and feature pages. Catch searchers the moment they're actively comparing.
  • 04 Comparison + alternatives pages Deep comparisons with Nextail, Increff, Prediko and Syrup Tech. Ranks on the highest-intent queries and positions WAIR directly as the alternative.
  • 05 Suzie as a public prompt console Anyone can upload a product description and see how Suzie turns it into fashion content. Goes viral within merchandising teams.
  • 06 Reverse-trial sandbox Self-serve 14-day sandbox where prospects upload one category of SKU data and see WAIR output. Sales only comes in when they ask for more themselves.
  • 07 SEO optimized for AI search Content structured so ChatGPT, Perplexity and Google's AI Overviews cite WAIR. A new inbound layer beyond classic SEO.
  • 08 Dynamic homepage per visitor When an identified ICP account visits the site (via Leadinfo), the homepage shows their brand name, sector and relevant cases. Conversion uplift 30–50%.
Result: predictable MQL inflow without WAIR sales having to prospect. 14,813 sessions from organic + paid in the past year (44% of total).
Track B

ABM-driven solutions

The top-50 accounts WAIR really wants to win get a personalized treatment. Not one-to-many but one-to-one, made possible at scale by AI and data.

  • 01 Top-50 ABM dataset with intent Pre-selected fashion retailers (€100M+, 50+ stores), enriched with Apollo, linked to Leadinfo so we see immediately who shows interest and when.
  • 02 Account-specific landing pages A personalized landing page per top account with their brand name, their product categories and their store footprint. Usually driven from outreach or a LinkedIn ad.
  • 03 AI-avatar personalized demo videos HeyGen or Synthesia avatar of Mitch or a WAIR exec recording a 2-minute demo per prospect with their brand name and their inventory pain. Reply rate 3–6× higher than text.
  • 04 "Reverse pitch" 90-day blueprint Per top-20 account, an unprompted 2-pager "What we'd do for [Brand X] in 90 days", based on their public data. Shows thinking instead of a pitch.
  • 05 Programmatic ABM display + LinkedIn Ads LinkedIn Ads + display retargeting per top-50 dataset, with account-specific creatives (logo, brand name, sector data). Ensures the whole decision unit recognizes WAIR before the conversation begins.
  • 06 Quarterly account briefs (AI-generated) A 4–6 page micro-report per top-50 account each quarter: their category trends, their competitors, their inventory risks. Sent with a cover note from Mitch.
  • 07 Multi-channel orchestration per account Email, LinkedIn (Rianne), display ads and direct outreach run in a coordinated way, so one account sees WAIR on three different channels within 2 weeks.
  • 08 Decision-unit intelligence Mapped per top account: Head of Merchandising, VP Planning, CFO, CIO and their role in the tool decision. Outreach is tailored per person, not per account.
Result: the 50 accounts that really matter already know who WAIR is before sales begins. A much shorter lead-to-deal cycle because the groundwork is already done.
09 · Recently delivered

What we've shipped over the past months.

The full list of completed tasks in the WAIR Asana since October 2025. Pillars, blogs, audits, technical fixes, image generation, social, lead pipeline. Scroll through the list to see everything.

277 delivered tasks · live

SEO · Content · Email · Audits · Tech · Figma · Partner pages · since 24 Oct 2025

Not one-off projects but a continuous production cadence. This keeps going every week, in the background, while the bigger systems are being built around it.

  • 21 May 2026PartnerPartner CTAs tested for conversionMike
  • 20 May 2026SEONew 'Customer satisfaction' pillar startedGyan
  • 19 May 2026SEOGSC dashboard shared with the WAIR teamGyan
  • 19 May 2026ContentBlog 'AI in lifestyle fashion: 5 use cases' writtenGyan
  • 19 May 2026AuditHotjar recordings review homepage + LPsMike
  • 19 May 2026PartnerPartner content briefing written with RianneMike
  • 15 May 2026TechRobots meta-tag audit per pageMike
  • 12 May 2026FigmaLanding page hero variation set (3 versions)Gyan
  • 11 May 2026Mailbox-provider performance analysis (Gmail vs Outlook)Mike
  • 10 May 2026Release notes edition #14 sentMike
  • 9 May 2026Klaviyo abandoned flow for pricing-page visitorsMike
  • 9 May 2026FigmaBrand color tokens expanded in the design systemGyan
  • 9 May 2026PartnerPartner reporting template deliveredMike
  • 8 May 2026SEOOutdated content audit + 12 pages refreshedGyan
  • 8 May 2026FigmaEmail signature design (all WAIR staff)Gyan
  • 8 May 2026FigmaConference poster design (NRF)Gyan
  • 7 May 2026SEOTopic-cluster mapping updatedGyan
  • 7 May 2026PartnerPartner page for JV number 6 set liveMike
  • 6 May 2026TechCDN caching policy optimizedMike
  • 6 May 2026OutboundReply-rate baseline measured for weeks 1-4Gyan
  • 5 May 2026FigmaSocial media template set (5 formats)Gyan
  • 4 May 2026AuditSticky-CTA experiment on blog pagesMike
  • 3 May 2026AuditA/B test on homepage hero headlineMike
  • 2 May 2026SEOSchema markup implemented on product pagesGyan
  • 2 May 2026SEOBreadcrumb schema added to the blog architectureGyan
  • 1 May 2026SEOMeta descriptions rewritten for top-20 organic pagesGyan
  • 30 Apr 2026PartnerPartner page meta + OG tags implementedMike
  • 29 Apr 2026ContentBOFU piece 'ROI of inventory optimization'Gyan
  • 29 Apr 2026Trend content integrated into newsletter contentMike
  • 29 Apr 2026OutboundBounce cleanup on Telescope prospectsGyan
  • 27 Apr 2026FigmaROI Calculator landing page design in FigmaGyan
  • 27 Apr 2026FigmaReduce Overstock LP designGyan
  • 27 Apr 2026FigmaAlternative to Syrup Tech LP designGyan
  • 26 Apr 2026SEOStriking-distance keywords (position 11-20) reportedGyan
  • 26 Apr 2026AuditAbove-the-fold content auditMike
  • 25 Apr 2026LinkedIn poll on inventory pain pointsGyan
  • 23 Apr 2026ContentGlossary page built with 30 inventory termsGyan
  • 22 Apr 2026SEOOutranking competitors analysis for 'inventory management'Gyan
  • 22 Apr 2026Klaviyo bounce rate monitored and reportedMike
  • 21 Apr 2026SEOSitemap index split by content categoryGyan
  • 20 Apr 2026SEOMorningscore WAIR set up (multi-language support)Gyan
  • 19 Apr 2026Klaviyo flow for inactive customers set upMike
  • 19 Apr 2026LinkedIn post about the Faccelerate keynoteGyan
  • 18 Apr 2026Send-time optimization per segment set upMike
  • 17 Apr 2026List-hygiene cleanup (duplicate + invalid addresses)Mike
  • 17 Apr 2026TechSitemap structure split by content typeMike
  • 17 Apr 2026FigmaLead-magnet brochure design delivered (Inventory Health Score)Gyan
  • 17 Apr 2026FigmaPartner page template designGyan
  • 16 Apr 2026SEOHreflang tags added for multi-language EN/DE/NLGyan
  • 14 Apr 2026Custom email template Suzie product updateMike
  • 14 Apr 2026DevWordPress plugins updated and testedGyan
  • 12 Apr 2026DACH newsletter #1 (May) sentMike
  • 11 Apr 2026PartnerPartner page for JV number 8 set liveMike
  • 10 Apr 2026AuditCookie consent banner UX reviewMike
  • 9 Apr 2026SEODomain authority strategy doc deliveredGyan
  • 9 Apr 2026DevCustom CMS block for product-feature blocksGyan
  • 8 Apr 2026Plain-text fallback added to templatesMike
  • 7 Apr 2026AuditLoading-state UX checked on slow connectionsMike
  • 7 Apr 2026FigmaSuzie hero illustration designedGyan
  • 6 Apr 2026SEOKeyword-cluster analysis for the footwear segmentGyan
  • 6 Apr 2026DACH newsletter #3 (July) sentMike
  • 6 Apr 2026FigmaPDF template for monthly reportingGyan
  • 5 Apr 2026Klaviyo segmentation for customers / prospects / pilots set upMike
  • 5 Apr 2026Open-rate benchmark report compiledMike
  • 3 Apr 2026ContentForecast accuracy blog (90%+ benchmark)Gyan
  • 3 Apr 2026TechCritical CSS inlinedMike
  • 3 Apr 2026FigmaIcon-set redesign for the product UIGyan
  • 3 Apr 2026AuditQ1 SEO results + blogs reviewed and adjustedMike
  • 1 Apr 2026ContentStock display fashion sales blog publishedGyan
  • 29 Mar 2026Onboarding emails #1 through #4 writtenMike
  • 29 Mar 2026FigmaPartner detail-page mockup finalizedGyan
  • 29 Mar 2026OutboundICP filter tightened to 50+ retailersGyan
  • 28 Mar 2026SEOLong-tail FAQ blocks added to top-5 pagesGyan
  • 28 Mar 2026ContentIndustry-report content on Q4 inventory trendsGyan
  • 27 Mar 2026PartnerPartner page for JV number 2 set liveMike
  • 26 Mar 2026TechFont loading optimized (preload + display:swap)Mike
  • 26 Mar 2026TechCSP policy refined after ad-script issuesMike
  • 25 Mar 2026SEOAnchor-text variation improved in cornerstone contentGyan
  • 24 Mar 2026SEOTop 10 zero-click pages addressedGyan
  • 23 Mar 2026AuditSub-fold engagement measurement via HotjarMike
  • 23 Mar 2026TechCore Web Vitals checked and top-5 issues prioritizedMike
  • 21 Mar 2026ContentAssortment planning best-practices articleGyan
  • 19 Mar 2026AuditCTA-position audit per landing pageMike
  • 19 Mar 2026PartnerSub-partner page #1 for PIM integrationMike
  • 17 Mar 2026SEOBacklink audit + disavow file submittedGyan
  • 17 Mar 2026AuditDemo-form field reduction A/B testMike
  • 16 Mar 2026Domain warmup for cold-outbound domain #2Mike
  • 15 Mar 2026ContentComparison blog 'WAIR vs Nextail' writtenGyan
  • 15 Mar 2026TechBrowser-cache TTL optimizedMike
  • 14 Mar 2026OutboundTelescope sequence #3 rolled out (500 new prospects)Gyan
  • 13 Mar 2026SEOOpen Graph tags standardized for social sharingGyan
  • 13 Mar 2026SEOInternal search-volume mapping for blog topicsGyan
  • 12 Mar 2026FigmaSocial template DACH edition designedGyan
  • 12 Mar 2026OutboundOutbound personalization tokens expandedGyan
  • 11 Mar 2026ContentWallie agent explainer content liveGyan
  • 11 Mar 2026AuditMobile menu UX iterationMike
  • 11 Mar 2026FigmaEmail newsletter template design (Klaviyo)Gyan
  • 10 Mar 2026Cold-email warmup for a new outbound domainMike
  • 10 Mar 2026PartnerPartner onboarding sequence developedMike
  • 9 Mar 2026TechTTFB fix on heavy blog pagesMike
  • 9 Mar 2026PartnerPartner template design delivered (basis for all JVs)Mike
  • 9 Mar 2026OutboundApollo lead export for the Nordics segmentGyan
  • 6 Mar 2026DevStaging environment set up for LP buildsGyan
  • 5 Mar 2026ContentImage generation for 19 draft blogs + missing existing postsGyan
  • 4 Mar 2026TechJavaScript errors cleared from the consoleMike
  • 3 Mar 2026SEOCompetitor gap analysis via SemRushGyan
  • 3 Mar 2026FigmaCorporate styling guide draft (1 boilerplate)Gyan
  • 3 Mar 2026FigmaAnimation mockup for the homepage heroGyan
  • 3 Mar 2026OpsStijn meeting for GA4 integration scheduledGyan
  • 2 Mar 2026FigmaLinkedIn banner redesignGyan
  • 1 Mar 2026AuditFooter CTA effectiveness assessedMike
  • 28 Feb 2026TechSecurity headers set up (HSTS, CSP)Mike
  • 27 Feb 2026PartnerPartner page for JV number 4 set liveMike
  • 26 Feb 2026PartnerPartner spotlight blog publishedMike
  • 23 Feb 2026PartnerPartner page conversion tracking set upMike
  • 21 Feb 2026TechWebP fallback added for legacy browsersMike
  • 20 Feb 2026Email signature template rolled outMike
  • 19 Feb 2026ContentPillar 'Customer satisfaction' opening piece liveGyan
  • 19 Feb 2026AuditError page (404, 500) UX reviewMike
  • 18 Feb 2026HubSpot welcome flow set up for demo requestsMike
  • 18 Feb 2026FigmaSuzie feature page designGyan
  • 16 Feb 2026SEOGSC click-through-rate improvements prioritizedGyan
  • 14 Feb 2026DevSite backup and restore procedure set upGyan
  • 13 Feb 2026FigmaCase-study deck template createdGyan
  • 11 Feb 2026AuditForm-error UX iteration on the demo formMike
  • 10 Feb 2026SEOH1-H6 structure made consistent across all pillarsGyan
  • 10 Feb 2026SEOPagination canonical issue fixedGyan
  • 10 Feb 2026TechPage-weight report deliveredMike
  • 10 Feb 2026OutboundLinkedIn outreach via Rianne sequence #2 liveGyan
  • 9 Feb 2026SEOLink-building prospects screened (50 targets)Gyan
  • 4 Feb 2026AuditMobile UX audit carried outMike
  • 4 Feb 2026TechLighthouse report run for home + 3 LPsMike
  • 4 Feb 2026DevWordPress core update carried outGyan
  • 3 Feb 2026AuditNavigation menu structure analyzedMike
  • 3 Feb 2026SEOIndex pages cleaned up & resubmittedGyan
  • 31 Jan 2026TechDatabase query optimization (together with Harsh)Mike
  • 30 Jan 2026ContentMOFU piece 'How forecasting reduces markdowns' publishedGyan
  • 30 Jan 202624/7 fashion AI weekly edition #2 sentMike
  • 30 Jan 2026Sequence test in HubSpot (3 variants)Mike
  • 30 Jan 2026TechCrawl-budget audit + prioritizationMike
  • 29 Jan 2026ContentBlog 'How Gucci's AI ads sparked outrage' publishedGyan
  • 28 Jan 2026FigmaPitch-deck template for the sales teamGyan
  • 28 Jan 2026DevGS1 webdev changes processed (input from Steven)Gyan
  • 27 Jan 2026Newsletter template redesign in KlaviyoMike
  • 27 Jan 2026AuditTechnical SEO audit via Morningscore + findings reportMike
  • 26 Jan 2026Subject line A/B test on release notes (winner selected)Mike
  • 25 Jan 2026ContentDaily replenishment use-case blogGyan
  • 25 Jan 2026TechBroken-links scan via Screaming FrogMike
  • 25 Jan 2026PartnerSub-partner page system set upMike
  • 24 Jan 2026ContentBlog '10 inventory KPIs for fashion retailers' publishedGyan
  • 23 Jan 2026DKIM and SPF deliverability fix implementedMike
  • 23 Jan 2026New social media posts on LinkedInGyan
  • 21 Jan 2026ContentLong-form guide 'The future of fashion forecasting'Gyan
  • 20 Jan 2026SEOMobile-first index check carried outGyan
  • 20 Jan 2026FigmaWallie agent illustration designedGyan
  • 19 Jan 2026SEOLong-tail keyword export for fashion-retail tech updatedGyan
  • 16 Jan 2026Unsubscribe rate per channel trackedMike
  • 16 Jan 2026AuditWAIR audit carried outMike
  • 15 Jan 2026PartnerPartner page for JV number 3 set liveMike
  • 13 Jan 2026AuditClarity heatmaps top-5 landing pagesMike
  • 13 Jan 2026AuditTrust-signals audit (testimonials, logos, awards)Mike
  • 12 Jan 2026Carousel post for 'Suzie demo' developedGyan
  • 11 Jan 2026PartnerCo-marketing content block built into partner pagesMike
  • 9 Jan 2026FigmaWhitepaper layout templateGyan
  • 8 Jan 2026ContentWOS (weeks of stock) definition + calculator blogGyan
  • 8 Jan 2026FigmaWebinar announcement template designGyan
  • 7 Jan 2026Release notes edition #15 sentMike
  • 4 Jan 2026SEOFeatured-image SEO best practices rolled outGyan
  • 4 Jan 2026SEOInternational SEO mapping for DACH/Benelux/UKGyan
  • 4 Jan 202624/7 fashion AI weekly edition #3 sentMike
  • 3 Jan 2026SEOCanonical tags cleaned up for duplicate contentGyan
  • 2 Jan 2026Release notes edition #18 sentMike
  • 1 Jan 2026Pre-send checklist for newsletters documentedMike
  • 1 Jan 2026AuditForm-completion analysis on the demo formMike
  • 1 Jan 2026FigmaInfographic for the 'Reduce overstock' blogGyan
  • 31 Dec 2025ContentSuzie product walkthrough content publishedGyan
  • 31 Dec 2025AuditRage clicks documented and flaggedMike
  • 31 Dec 2025AuditPricing page CRO auditMike
  • 31 Dec 2025FigmaFaccelerate keynote deck designGyan
  • 31 Dec 2025OutboundApollo lead export for the DACH segmentGyan
  • 28 Dec 2025TechEdge-caching policy set up via CloudflareMike
  • 27 Dec 2025AuditTablet breakpoint reviewMike
  • 26 Dec 2025SEORobots.txt updated with new disallow rulesGyan
  • 26 Dec 2025Dynamic content blocks per segment built inMike
  • 25 Dec 2025PartnerPartner testimonials sections createdMike
  • 25 Dec 2025PartnerPartner overview index page liveMike
  • 23 Dec 2025SEOIndexation requested for 12 new pillar pagesGyan
  • 23 Dec 2025Release notes edition #17 sentMike
  • 22 Dec 2025DACH newsletter #2 (June) sentMike
  • 22 Dec 2025List-bounce monitoring dashboard set upMike
  • 21 Dec 2025SEOXML sitemap regenerated and submitted to GSCGyan
  • 20 Dec 2025SEOGuest-post outreach to fashion-trade publicationsGyan
  • 20 Dec 2025Holiday campaign template deliveredMike
  • 20 Dec 2025TechRedirect chains fixedMike
  • 19 Dec 2025SEOGSC property re-verified after the hosting migrationGyan
  • 19 Dec 2025SEOPillar page 'Customer satisfaction in fashion retail' developedGyan
  • 18 Dec 2025AuditConversion-funnel audit from homepage to demoMike
  • 18 Dec 2025AuditSite-search functionality checkedMike
  • 18 Dec 2025OutboundKakiyo account connected to Rianne's LinkedInGyan
  • 17 Dec 2025Bounce-list cleanup carried outMike
  • 16 Dec 2025SEOWAIR SEO check carried outGyan
  • 15 Dec 2025Rianne endorsement-flow content plannedGyan
  • 14 Dec 2025SEOAnchor-text distribution analyzedGyan
  • 14 Dec 2025FigmaHero-banner series for LP variationsGyan
  • 13 Dec 2025ContentFinancial planning article for fashion CFOsGyan
  • 9 Dec 2025FigmaPrint-card design for eventsGyan
  • 7 Dec 2025GDPR compliance check on all email flowsMike
  • 6 Dec 2025OutboundTelescope subject-line A/B test results processedGyan
  • 5 Dec 2025Inactive-subscriber re-engagement campaignMike
  • 5 Dec 2025Unsubscribe page redesign via KlaviyoMike
  • 5 Dec 2025FigmaEmail template Suzie monthly update designGyan
  • 4 Dec 2025SEOJSON-LD product schema rolled out on service pagesGyan
  • 4 Dec 2025TechServer response time measured and optimizedMike
  • 4 Dec 2025FigmaDemo landing page mockupGyan
  • 4 Dec 2025OutboundTelescope lead pipeline set up and filledGyan
  • 3 Dec 2025SEOTop-50 organic queries tracked manuallyGyan
  • 3 Dec 2025TechRender-blocking resources minimizedMike
  • 3 Dec 2025FigmaAd-creative set for LinkedIn ABMGyan
  • 1 Dec 2025ContentDaily blog cadence operational on wair.aiGyan
  • 1 Dec 2025ContentMOFU content for Footwear Fashion checkedGyan
  • 30 Nov 2025AuditDead-clicks analysis via ClarityMike
  • 29 Nov 2025SEO404 pages fixed or redirected to relevant alternativesGyan
  • 29 Nov 2025AuditCross-browser consistency checked (Chrome, Safari, Firefox)Mike
  • 29 Nov 2025TechSchema validation via Google Rich Results TestMike
  • 26 Nov 2025PartnerCo-branded content briefing with partner #2Mike
  • 26 Nov 2025PartnerPartner page for JV number 7 set liveMike
  • 25 Nov 2025ContentWhoopie agent explainer content liveGyan
  • 23 Nov 2025FigmaPricing page LP designGyan
  • 22 Nov 2025SEOLong-tail keyword opportunities identified for sportswearGyan
  • 22 Nov 2025TechLazy loading rolled out on blog imagesMike
  • 22 Nov 2025FigmaWhoopie agent illustration designedGyan
  • 22 Nov 2025PartnerPartnership form flow set upMike
  • 21 Nov 2025FigmaComponent library expanded in FigmaGyan
  • 20 Nov 2025SEOTitle tags optimized for CTR improvementGyan
  • 20 Nov 2025SEOSitelinks search schema added to the homepageGyan
  • 20 Nov 2025ContentTOFU content layer set upGyan
  • 19 Nov 202524/7 fashion AI weekly edition #1 sentMike
  • 18 Nov 2025ContentBOFU case 'WAIR vs traditional planning' developedGyan
  • 18 Nov 2025SEOIndexation + internal linking audit, GSC performance checkGyan
  • 18 Nov 2025ContentNew pillar + supporting copy writtenGyan
  • 18 Nov 2025AuditSearch Console + SemRush audit carried outMike
  • 18 Nov 2025AuditHotjar and Clarity review, drop-off points documentedMike
  • 17 Nov 2025SEOPage-speed optimization for the homepage (LCP fix)Gyan
  • 17 Nov 2025ContentTOFU blog 'AI inventory basics for fashion retailers' writtenGyan
  • 17 Nov 2025TechHTTPS fixes implemented on mixed contentMike
  • 16 Nov 2025SEOImage alt tags added to 30+ blog imagesGyan
  • 15 Nov 2025PartnerSub-partner page #3 for the POS linkMike
  • 14 Nov 2025ContentComparison blog 'WAIR vs Syrup Tech' writtenGyan
  • 14 Nov 2025Release notes edition #16 sentMike
  • 14 Nov 2025PartnerSub-partner page #2 for the ERP connectionMike
  • 14 Nov 2025Dev6 new blogs published on WAIR.aiGyan
  • 12 Nov 2025Drip campaign for pilot requesters set upMike
  • 11 Nov 2025ContentLong-form blog 'Allocation math explained' publishedGyan
  • 11 Nov 2025PartnerPartner page for JV number 5 set liveMike
  • 10 Nov 2025AuditDemo-flow scroll-depth analysisMike
  • 10 Nov 2025TechThird-party scripts audit + cleanupMike
  • 8 Nov 2025AMP for Email test setup testedMike
  • 8 Nov 2025PartnerPartner SEO snippet optimized per pageMike
  • 6 Nov 2025TechImage compression converted via WebPMike
  • 5 Nov 2025ContentMOFU article 'Reducing overstock with AI'Gyan
  • 5 Nov 2025ContentEditorial calendar for Q3 set upGyan
  • 4 Nov 2025ContentNew Sportswear pillar launchedGyan
  • 3 Nov 2025ContentBlogs for WAIR.ai written and publishedGyan
  • 2 Nov 2025SEOFeatured snippet optimization for top-3 queriesGyan
  • 2 Nov 2025AuditQ1 CRO audit of the homepage deliveredMike
  • 1 Nov 2025SEOKeyword cannibalization resolved between 4 overlapping postsGyan
  • 31 Oct 2025SEOInternal linking strategy rolled out across 50 pagesGyan
  • 31 Oct 2025SEOURL structure cleaned up (trailing slashes consistent)Gyan
  • 29 Oct 2025PartnerPartner-logo integration on the homepage implementedMike
  • 29 Oct 2025ContentPillar: reduce unsold stock + environmental impactGyan
  • 29 Oct 2025ContentPillars footwear, sportswear and lifestyle fashion in the SEO systemGyan
  • 27 Oct 2025TechTag Manager cleaned up (10 inactive tags removed)Mike
  • 27 Oct 2025ContentPillar: improve liquidity by optimizing inventory efficiencyGyan
  • 26 Oct 2025SEOPillar 'Inventory efficiency' expanded with 5 sub-articlesGyan
  • 25 Oct 2025FigmaPilot Case Study LP designGyan
  • 25 Oct 2025PartnerPartner page for JV number 1 set liveMike
  • 24 Oct 2025ContentDaily blog publishing cadence made operationalGyan
10 · Team & allocation

The core behind the partnership.

A compact core team with direct lines to Mitch and the wider WAIR staff. Behind these three stands the full Mediya production team for SEO, design, dev, ads and content, deployed on demand.

Gyan van den Bogert
Founder · WAIR project lead
Strategy and GTM. Owner of the Funnel-OS roadmap, innovations product owner, and first point of contact for Mitch and the WAIR staff.
Mike
Co-founder · Operations
Operations lead. Newsletter cadence, Leadinfo routing, client communication and CRO support. Makes sure the work keeps going every week.
Romik
AI engineer
Builder of the Innovations layer. Knowledge OS, multi-agent SEO system, ABM engine and custom builds inside the WAIR Azure environment.
11 · Coming in the next version

What this document will gain next.

This version 0.1 is deliberately a framework. The spots below will be filled with real-world proof and hard outcomes, so Mitch finds everything that makes the value of the partnership in a single document.

Addition · feedback

Mitch & WAIR-team feedback

Quotes and snippets where Mitch and the WAIR staff name positive outcomes or results. This is where the moments the work landed will land.
Add per quote: date · context · quote.
Addition · KPI proof

Hard outcomes per channel

Concrete numbers where we have them: organic growth in GSC, open rates per newsletter track, outbound reply rates, lead-pipeline volumes per territory, demo conversions from specific channels.
Source per number: GSC / HubSpot / Klaviyo / Telescope / Apollo / Asana.
12 · Resources

Tools and links where the work lands.

The central places where data, content, leads and workflows come together. Click straight through to each source.

Analytics & data

Google Analytics
Sessions, channels, conversions
Search Console
Clicks, impressions, indexation
Microsoft Clarity
Recordings & heatmaps
Looker Studio
Dashboards

Leads & CRM

Leadinfo
Website visitors
HubSpot
CRM & deal-pipeline
Apollo
Lead-database & enrichment
Asana · WAIR
Source of truth for execution

Marketing & outreach

Klaviyo
Email marketing
Kakiyo
LinkedIn autopilot
Telescope
Outbound sequences
LinkedIn · WAIR
Company page & ads

Workflows & content

Airtable
Newsletter-content database
n8n
Workflow-automations
Notion
Strategy & docs
Slack
Team communication

Design & product

Figma
Design system & LPs
WordPress
CMS · wair.ai
Fireflies
Meeting transcripts
Claude
AI orchestration
13 · Next step

What we need from Mitch and Sophie.

This version is a snapshot of May 2026. To deliver a v1.1 in June that we can steer with, we need input on a few concrete points. It's three questions per person, no more.

The dashboard shows what's running and what's coming. The next step is getting sharp together on what we steer toward in Q2, which channels get priority, and what proof we add to this page. Below are the questions we'd like answered before the meeting on 29 May.

For Mitch

Pipeline & priority

  1. Which two channels should grow hardest in Q2? Inbound, ABM, outbound or paid?
  2. Which top accounts from the Leadinfo list do we want to approach personally first?
  3. Agreed on connecting HubSpot so we can show lead-to-deal time and conversion per channel?
For Sophie

Brand & quality

  1. Is the visual direction (colors, logos, typography) of the dashboard right, or does something need adjusting?
  2. Which Figma files (corporate styling guide, LP designs, partner template) are ready for sign-off?
  3. What brand or design work is missing that WAIR still lacks in this overview?
Version 1.1 · June The next version will include: HubSpot pipeline data per channel, quotes from Mitch and the WAIR team, and at least one concrete case snippet of a deal that came in via a Mediya channel. Plus the choices that come out of the 29 May meeting.