Who we target, by product
Every buyer group the engine targets, product by product, plus the ones proposed for review. Confirm the ones worth keeping, remove the ones that are wrong, and add anyone missing. Candidates raised 2026-08-17. Nothing here changes the engine on its own: the list Lina applies to the Foundation workbook is what runs, from the next configuration update.
The decisions could not be read (fetch failed), so every buyer below shows as not yet decided even if somebody has already decided it. Refresh in a moment before recording anything, so you do not overwrite a colleague.
Already fixed and running
Nine confirmed buyer groups are now live ICPs · 2026-08-26
Lina applied every candidate carrying a confirm (Brij's review, plus his email for the AMC ecommerce owner): six Atlas groups (Insights & Research, Category & Trade Marketing, Marketplace / Key Account, Country GM, RGM / Pricing on price only, Distributor / Partner), the Content agency partner, and two AMC groups (Endemic Ecom Owner, Regional Media Budget Holder). All nine are in the product config and mirrored into Foundation sheet 2, so their entries leave this list. Not everything is send-ready: the agency lane still needs its partner commercial model (flagged at every validate), the distributor lane needs its seed flag and credit rule, and the recut snapshots (subcategory, price, portfolio) need the asset produced before a touch promises them.
Brij's missing titles now match an ICP · 2026-08-26
From Brij's review (the board additions did not save that day, a storage bug fixed in the same change): Business Head, Founder / CEO / Co-Founder, Head of Analytics and Head of Global Amazon Account matched no ICP and were being suppressed as no_icp_match. They are now on the role lists of the products Brij mapped them to (Atlas, Atlas Media, Content, PiVerse, PiGen, and for AMC the analytics, Amazon-account and founder titles). Founder and CEO also needed a matcher fix: a pure-seniority title was stripped to nothing on both sides of the comparison, so no role list could ever match it. Ecommerce Business Head, Ecommerce Leader, VP Ecommerce, Head of D2C & Digital Transformation and Head of Performance Marketing already matched. The ECOMMERCE titles Brij mapped to AMC were held back from the AMC role lists on purpose, because they belonged to the endemic_ecom_owner candidate; that candidate was confirmed and promoted to a live ICP later the same day, so those buyers are now targeted through it.
Growth, Category and Marketplace titles now match an ICP · 2026-08-17
The team reported these buyers were being missed. They were: a contact whose title matches no ICP role is suppressed as no_icp_match, so Growth Manager, Category Head and Head of Marketplaces were dropped before any draft. Two causes, both fixed. The titles were absent from the role lists, and are now on the Ecom Business ICP of Atlas, Atlas Media, Content, PiGen and PiVerse. Separately the matcher compared plurals to singulars, so "Head of Marketplaces" failed even against products that already listed "Marketplace Manager"; the tokenizer now normalizes both sides. AMC was left alone on purpose: it targets media and marketing heads, and whether it should also open with the ecommerce P&L owner is the endemic_ecom_owner candidate below.
24
Running today
across 6 products
23
Proposed for review
0
Added by the team
0
Confirmed
0
Removed
each with a written reason
47
Still to decide
Open questions on the Atlas Media list
atlas_client_media: This is the widest ICP in the engine: seven roles in one, from Head of Ecommerce to Research and Insights Lead, all receiving the same opener. Split it, or narrow the role list?
atlas_client_media: Turkey is NA for this product because Ad Manager and AMC are Amazon products. Since Jul 22 AMC may name Amazon in Turkey. Does the Turkey exclusion still hold?
Atlas client media buyerRunning today
Head of Ecommerce · Ecommerce Manager · Media Manager · Retail Media Manager · Marketing Manager · Performance Marketing Manager · Research and Insights Lead · Growth Manager · Head of Marketplaces · Business Head · Head of Global Amazon Account · Founder / CEO
Opens on: You already see the sales side in Atlas; the media cut shows who is outbidding you. Top spenders in their category, the keywords rivals win with paid bids, paid vs organic share of voice, and where Ad Manager or an AMC pilot turns the gap into a plan
Free offer: Free 1-page keyword gap analysis from their own Atlas media data: top terms, who holds them, paid vs organic position, overpay flags
Not decided
Retail media specialist (split A)ProposedOffer exists
Retail Media Manager · Performance Marketing Manager · Paid Media Manager
At brands large enough to employ one, this buyer speaks in bids, placements and ACOS. The current single opener has to stay generic enough for a Head of Ecommerce, which wastes the specificity this person responds to.
Would open on: Keyword-level overpay and paid share of voice against the category top spender
Offer: The 1-page keyword gap analysis from their own Atlas media data
Watch out: This candidate and ecom_generalist_media are one decision, not two. Split the live ICP, or keep it whole.
Not decided
Ecommerce owner who also runs the ads (split B)ProposedOffer exists
Head of Ecommerce · Ecommerce Manager · Marketplace Manager
At smaller brands one person owns sales and the ad account. Console vocabulary loses them. The same data needs plain framing, for example paying for clicks the brand already wins organically.
Would open on: Money spent on terms the brand already ranks for organically
Offer: The same keyword gap analysis, read as waste rather than as a bid strategy
Watch out: Paired with retail_media_specialist above
Not decided
Distributor holding the ad accountProposedOffer exists
Ecommerce Head (distributor) · Media Buyer (distributor) · Account Manager (distributor)
At many UAE and KSA accounts the brand does not hold the Amazon Ads seat, the distributor does. A media conversation with the brand alone cannot change a single bid.
Would open on: The gap across every brand they run ads for
Offer: The keyword gap analysis per brand in the portfolio
Before it can run: The client repository to record who holds the ad account, which it does not today
Watch out: Same distributor question as Atlas; answer it once for both products
Not decided
Regional media lead above the marketProposedOffer needs a recut
Regional Head of Digital · Media Director MENA · Regional Ecommerce Director
The budget for a multi-market media services deal sits above the local buyer, and this is the escalation lane when a market contact stalls.
Would open on: The same gap seen across all their markets at once
Offer: One keyword gap analysis per market, presented together
Before it can run: A rule for which market owns a regional contact, since the engine targets one market per run
Watch out: These are existing clients, so an account owner already has the relationship. Confirm this is coordinated, not cold.
Not decided
What happens to these decisions
1
The team decides here
Confirm, remove or add. A removal always carries a reason, so nobody has to reconstruct the argument later.
2
Lina applies the surviving list to the Foundation workbook
Sheet 2 is the source of truth for ICPs. Confirmed candidates become real ICPs there; removed ones are deleted from the review.
3
The configuration rebuild makes it live
Only then does the engine target anybody new. Until it runs, this page is a record of what the team wants, not what the engine does.
✓
A confirmed buyer still needs its offer and its list
An ICP marked “no offer yet” or carrying a “before it can run” line is not ready the day it is confirmed. The engine never promises a prospect something nobody has confirmed can be delivered.