The Humans · 11 people
BabyGains is built as a zero-human e-commerce machine, but real people still own the judgment calls. Each person here has an AI counterpart that handles the busywork — their job is to do the things only humans can.
Founder. Designs the AI-first operating system that makes BabyGains run with minimal human intervention.
- Strategic Direction · Sets vision, product roadmap, growth targets
- AI Orchestration · Designs agents, creates skills, manages the zero-human machine
Core ops person. AI handles the morning brief, website QA, outreach sending — Jezza handles inbox, fulfillment, and human replies.
- Customer Inbox · 24h SLA on all customer emails — AI pre-drafts replies
- Order Management · Shopify dashboard monitoring, refund processing
- Fulfillment QA · Error tracking, shipping issues, returns
- B2B Reply Handling · Responds to gym owners after AI cold outreach
- Daily — AI morning brief
- Mon+Thu — AI sends gym outreach, Jezza handles replies
Video creator. AI provides purchase timing intelligence, content performance data, and winning format analysis — Kath creates the actual video content.
- Video Ad Production · 5-10 reels per week, iterating on winning formats
- UGC-Style Content · Authentic, parent-relatable video content
- Format Testing · Tests new video styles based on AI performance data
- Weekly — AI provides optimal posting times for Jezza
- On-demand — AI identifies winning formats
Influencer engine. AI will provide Apollo-enriched lead data and automated outreach templates — Jannica handles relationship building and activation.
- Influencer Grading · Grades 50 prospects per batch for fit and reach
- Outreach Sequences · 10 new outreach messages per week
- Affiliate Activation · Onboards and manages active affiliate partners
- Weekly — AI-assisted lead scoring (Apollo planned)
Media buyer. AI provides Triple Whale analytics, ad creative briefs, and performance insights — Ceder executes campaigns and optimizes spend.
- Ad Campaign Management · Manages all paid media across Meta, Google, TikTok
- Performance Optimization · Daily ROAS monitoring, bid adjustments, audience testing
- Budget Allocation · Scales spend based on AI analytics and Triple Whale data
- Weekly — AI creative briefs from CMO
- Continuous — Triple Whale ROAS data feed
Designer. AI generates the weekly creative brief with winning angles, headlines, and target audiences — Melchior brings them to life visually.
- Ad Creative Production · Designs ad visuals based on AI-generated weekly briefs
- Brand Visual Identity · Maintains visual consistency across all channels
- Template Creation · Creates reusable Canva templates for the content pipeline
- Sunday — AI generates creative brief in Notion
- On-demand — AI provides headlines & hooks
Financial controller. AI sends invoice alerts and revenue pipeline data — ChiHan provides financial oversight and bookkeeping support via Exact Online.
- Financial Oversight · Monthly financial review and control
- Bookkeeping · Supports Exact Online administration
- Friday — AI cargo invoice alerts
- On-demand — AI revenue reports
Content agency on retainer. AI generates creative briefs and content calendars — NoCap produces the professional photo/video assets.
- Content Production · Monthly content retainer for photo/video assets
- Campaign Shoots · Organized production for seasonal campaigns
- Monthly — AI-generated content briefs and shot lists
Third-party logistics partners. AI monitors fulfillment via Shopify webhooks and sends invoice alerts — 3PL teams handle physical shipping and warehousing.
- US Fulfillment · Red Stag — Josh + Veronica handle US order fulfillment
- EU Fulfillment · Cargo Logistics — Daniel handles EU warehouse and shipping
- Inventory Ops · Stock management, shipment tracking, error resolution
- Friday — AI cargo invoice alerts
- Continuous — Shopify webhook order routing
Manufacturer and sourcer. Currently no AI automation — gap for Product & R&D agent to provide competitor intelligence, demand forecasting, and automated PO generation.
- Manufacturing · Manages factory relationships in China
- Sourcing · Finds new product opportunities and samples
- Quality Control · Ensures product standards before shipping
Photographer. Currently no AI automation — future opportunity for AI-generated shot lists, style guides, and automated asset tagging via Google Drive.
- Product Shoots · Professional product photography for website and ads
- Lifestyle Content · On-location lifestyle photography