Sagih, Sr. Director of Performance Creative & Innovation Projects at HiBob, got a request from marketing leadership: build a creative strategy and run a full audit of every creative asset in use. Map what exists, what's missing, where the gaps are. Break it down by region, segment, persona, and funnel stage, then build a strategy from the gaps.
Simple on paper. HiBob runs campaigns across Meta, Google, YouTube, and LinkedIn, targeting SMB, mid-market, and enterprise across multiple regions, three personas (HR, Finance, decision-makers), and three funnel stages. The matrix is enormous.
The goal was a scalable, data-driven demand engine: align creative, messaging, and channels to each audience, replace fragmented execution with full-funnel coverage, and drive consistent pipeline.
"I was asked to map everything. By region, by segment, by persona, by funnel stage. To understand where the gaps are so we can prioritize."Sagih, HiBob
The Folder Problem
Sagih did what most people would do. He started opening folders.
"I went through the folders, Google Drive, and Figma. I checked LinkedIn and the ad libraries, but I couldn't make sense of it. There were different naming conventions for ads and campaigns, and inconsistent structures. It was hard to understand what was active, what was outdated, and the history behind each platform's data."Sagih, HiBob
He also didn't want to pull campaign managers off their work.
"The end of the quarter is approaching. We want them focused on driving more MQLs, not running audits."Sagih, HiBob
So he was stuck. A CMO-level presentation was coming, and there was no scalable way to produce it.
Then a colleague, the Head of Acquisition, said two words: "Try Toffu."
One Prompt
Sagih almost didn't. The word "audit" had him thinking in folders and spreadsheets, not AI. Then something clicked.
"I knew Toffu was connected to the ad platforms, but I didn't think of it that way. I was stuck in an operational mindset. Then it hit me: my Meta library, my LinkedIn library, Google ads, all the campaigns and creative I've ever run, Toffu is already connected to all of it."Sagih, HiBob
He wrote one prompt. Describe the breakdown. Segment, persona, region, funnel stage.
Toffu reached into the ad platforms, read the naming conventions, and started making sense of the chaos.
"There's a lot of information hidden in the naming conventions. Toffu looked at the ad name, the campaign name, and inferred what segment it targets, what persona, what funnel stage."Sagih, HiBob
The output was a structured Excel. And it kept getting better.
"Every time I asked for something new, it opened a separate tab with additional columns. It didn't break anything. It was incredibly easy to work with."Sagih, HiBob
He sanity-checked it against what the performance team already knew.
"The things we already know matched. I got to a source of truth I could rely on."Sagih, HiBob
What the Audit Surfaced
Then the insights started landing.
"We weren't targeting decision-makers enough. That's a clear gap. We also identified gaps in conversion-driving performance creative for the bottom of the funnel, particularly case studies and testimonials."Sagih, HiBob
Toffu didn't stop at the spreadsheet. It produced a Google Doc with strategic insights, a presentation with color-coded gap analysis charts, and a recommended naming convention for future campaigns.
"It built me the Excel, the Google Doc with insights, the presentation with charts by color and region. The initial outputs were already at a very high level. I used all of it."Sagih, HiBob
"I told it: based on everything you've seen, what do you recommend for how we structure ad names and campaign names going forward? It gave me a full proposal."Sagih, HiBob
Sagih walked into the CMO and marketing meeting fully prepared.
"The meeting was excellent. I clearly explained what we did and how we did it. It's fully aligned and helps us stay focused on the next steps and production plan, with clear high-level priorities for the next quarter."Sagih, HiBob
"This saved me dozens, if not hundreds, of person-hours."Sagih, HiBob
Why Not ChatGPT?
Sagih uses ChatGPT at work. He was blunt about why it wouldn't have worked here.
"In Claude, Gemini, or ChatGPT, the moment I need an API key, an integration, or any kind of connection, you've lost me. I don't have time to start connecting things when it gets complex. I don't have the ability for that. I'll just close the window and never come back."Sagih, HiBob
"I see it with my employees too. They use AI tools, and at some point they get stuck. The tool tells them to do something and they're stuck. Nobody has time for that."Sagih, HiBob
That's the difference. No API keys. No scripts. No engineering handoff.
"The product was already set up for me. Everything was handled behind the scenes, clean and seamless. I didn't need to code, write, or configure anything. It just works."Sagih, HiBob
"This wasn't just a starting point. It was the starting point, the middle, and the finish. It answered every need I had."Sagih, HiBob
What's Next
Sagih plans to run this audit regularly now. The naming convention Toffu helped design makes the next round even faster.
"There's creative fatigue. Maybe a creative person worked three years ago for mid-market, for a certain persona. I can find it, see that it performed, go back to it, reproduce it. A lot of creative strategies become possible with this kind of view."Sagih, HiBob
"This audit is something I'll absolutely do again."Sagih, HiBob
Company: HiBob · Role: Sr. Director, Performance Creative · Tool: Toffu AI · Use Case: Cross-platform creative asset audit and gap analysis