The Marketing Engineer

Recent episodes

1. The Collaborative AI System Every Marketing Team Will Soon Need | Lucy Hoyle, Carta from The Marketing Engineer

   Jul 22, 2026

   Most marketing teams are still working across disconnected systems, scattered context, and workflows that break down as they grow. Lucy Hoyle, Senior Content Engineer at Carta, set out to solve that problem. At Profound's Marketing Engineering Hackathon, she built a prototype she calls the “marketing brain.” A shared context layer that transforms siloed workflows into systems that enable collaboration, while giving teams a common source of truth that continuously evolves. That prototype became the seed of a full operating system now rolling out across Carta's entire marketing team. In this episode, Lucy explains how she built the prototype, the challenges she faced along the way, and concepts like context rot and token discipline that are shaping where marketing teams are headed over the next few years. We discuss: What context rot actually is and why too much information can make AI worse BM25: The keyword-based search library Lucy used to filter the information Claude ingests How a hackathon prototype evolved into a company-wide Marketing OS The pitch strategy Lucy recommends to get buy-in from executives Why “Have you asked Claude” became Carta’s unofficial rule Connect with Lucy: LinkedIn: https://www.linkedin.com/in/lucy-hoyle-883381138/ Carta: https://carta.com Connect with Profound: Website: https://tryprofound.com LinkedIn: https://www.linkedin.com/company/tryprofound/ X: https://x.com/tryprofound Read the Marketing Engineer Manifesto: https://www.tryprofound.com/marketing-engineer Profound University: https://university.tryprofound.com/ Resources Mentioned: Profound’s Agent Marketplace: https://www.tryprofound.com/agent-templates The Profound brand kit & product messaging agent Lucy built at the Profound Marketing Engineering Hackathon: https://hub.tryprofound.com/hubfs/Lucy%20-%20Marketing%20Engineer%20Hackathon%20Files.zip Rank-BM25, the open source Python library Lucy used to filter context for Claude: https://pypi.org/project/rank-bm25/ and https://github.com/dorianbrown/rank_bm25 Lucy’s Marketing Brain Hackathon Presentation: https://shorturl.at/AvKDU The Marketing Engineer is a show for practitioners figuring out in real time what it means to market at the frontier. New episodes every two weeks.

2. Building 90 AI Agents Inside a $2B ARR Marketing Team | Holly Chen, Samsara from The Marketing Engineer

   Jul 9, 2026

   Samsara is one of the most advanced examples of AI adoption inside the marketing team of a large public company. Holly Chen, VP of Growth Marketing, shares the marketing team’s approach. A big part of their success came from a deliberate three-phase rollout that moved the marketing organization from a leadership mandate to company-wide enablement and, ultimately, sustained momentum. The whole approach runs on a bottoms-up philosophy: the people closest to the pain points are the ones building the solutions, rather than AI development being centralized within a small team. Holly also shares how AI has changed the way her team hires, why she looks for a specific kind of AI fluency in candidates, and why she believes every marketer needs to become a Marketing Engineer. We discuss: The three-stage rollout: mandate, enablement, and sustained momentum Why bottoms-up AI adoption outlasts top-down mandates How a 230-person team built 90 AI agents (and how they keep them running) Samsara’s AI governing body The hackathons and monthly AI Power Hour that keep teams building Why Holly values judgment over taste in the age of AI The biggest hiring mistake marketers make in the AI era Connect with Holly LinkedIn: https://www.linkedin.com/in/holly Samsara: https://www.samsara.com Connect with Profound Website: https://tryprofound.com LinkedIn: https://www.linkedin.com/company/tryprofound/ X: https://x.com/tryprofound Read the Marketing Engineer Manifesto: https://www.tryprofound.com/marketing-engineer Profound University: https://university.tryprofound.com/ Resources Mentioned Gong: https://www.gong.io Playwright: https://playwright.dev Gumloop: https://www.gumloop.com/ Holly’s Substack: https://hollychen.substack.com The Marketing Engineer is a show for practitioners figuring out in real time what it means to market at the frontier. New episodes every two weeks.

3. Why Figma is Winning in the Age of AI Search with Reema Batta from The Marketing Engineer

   Jun 24, 2026

   Figma is shipping products at a pace most marketing teams can barely track. Reema Batta, VP of Growth Marketing, is the person responsible for making sure they can actually keep up. Part of how they do it: a context layer. Every product Figma launches now comes with structured positioning, messaging, and value props that channel teams can reference directly, without a meeting or Slack chain. The coordination tax, as she calls it, is something she has systematically engineered out of the workflow. Reema also explains why Figma's AI-generated content is outperforming human-written pages, why the bottleneck in marketing is moving upstream to judgment, and how she thinks about prioritization when the product roadmap never slows down. We discuss: How the marketing funnel is being compressed inside AI conversations The context layer that keeps channel teams current without another meeting Why AI-generated content is outperforming human-written pages Tokenmaxxing as a phase-one metric, and what comes after it How Reema interviews for systems-thinking skills Why strong judgment is quickly becoming a marketer’s most important attribute Connect with Reema: LinkedIn: https://www.linkedin.com/in/reema-batta/ Figma: https://www.figma.com Connect with Profound: Website: https://tryprofound.com LinkedIn: https://www.linkedin.com/company/tryprofound/ X: https://x.com/tryprofound Read the Marketing Engineer Manifesto: https://www.tryprofound.com/marketing-engineer Profound University: https://university.tryprofound.com/ Resources Mentioned: Figma Config: https://config.figma.com Figma: https://www.figma.com Profound’s Zero Click Event: https://www.tryprofound.com/zeroclick Marketing Engineer Job Board: https://www.marketingengineer.jobs/ The Marketing Engineer is a show for practitioners figuring out in real time what it means to market at the frontier. New episodes every two weeks.

4. Inside the AI Marketing OS Running Wispr Flow's Growth Team with Matt Swulinski from The Marketing Engineer

   Jun 10, 2026

   Until recently, Matt was the only person running all of Wispr Flow’s marketing execution solo. Meta and Google Ads, newsletter sponsorships, landing pages… it was all on him, and the company was growing fast. Handling everything manually became impossible. But instead of hiring, Matt decided to build. The result? An agent-powered marketing OS that now runs across a team of nearly 20. It handles 100 newsletter sponsorships a month, automates the admin that was eating 10–20% of everyone's week, and made several planned hires unnecessary. We discuss: How marketing and growth teams are evolving in real time Why the marketers of the future will be “systems thinkers” The reason most marketers don’t utilize AI tools to their full potential How he scaled a personal OS into something his whole team runs on The newsletter sponsorship system that runs itself Matt’s session start and end workflows that keep Claude Code sessions from spiraling into chaos ***Connect with Matt*** LinkedIn: https://www.linkedin.com/in/mswulinski/ Wispr Flow: https://wisprflow.ai/ ***Connect with Profound*** Website: https://tryprofound.com LinkedIn: https://www.linkedin.com/company/tryprofound/ X: https://x.com/tryprofound Read the Marketing Engineer Manifesto: https://www.tryprofound.com/marketing-engineer Profound University: https://university.tryprofound.com/ ***Resources Mentioned*** Matt’s Claude Skills Explainer document: https://drive.google.com/file/d/1UuQoeQSzXoc6hH055lbz0h9P6QLYciUT/view?usp=sharing Matt’s Claude Skills Files: Session Start, Session End, and the Sponsorship Copy Waterfall (Drop them into Claude Code to try them): https://hub.tryprofound.com/hubfs/wispr-flow-claude-skills.zip Dub.co for affiliate and tracking link management: https://dub.co/ Claude Code: what Matt used to build his marketing OS: https://claude.ai/code Wispr Flow: Matt's company; voice-to-text tool he uses to dictate prompts across all his sessions https://wisprflow.ai/ VS Code, where Matt runs his Claude Code sessions: https://code.visualstudio.com/ Linear, the project management tool integrated into Matt's OS for task assignment: https://linear.app/ Hex: Matt's BI tool, referenced when pulling live data into reports https://hex.tech/ GitHub: used to version control and share the Wispr Flow Marketing OS across the team https://github.com/ Logitech MX Master 4 Mouse, the hardware Matt uses to navigate between sessions hands-free with Wispr Flow: https://shorturl.at/FlKsu The Marketing Engineer is a show for practitioners figuring out in real time what it means to market at the frontier. New episodes every two weeks.

5. Introducing: The Marketing Engineer from The Marketing Engineer

   Jun 8, 2026

   Meet the marketer who builds. Marketing Engineers pair creativity with systems thinking, combining a marketer's instincts with technical ability to bring ideas to life. They're architects, agentic operators, and craftspeople with high taste. In the episodes ahead, you'll hear directly from practitioners and leaders who've reorganized how their teams operate, built marketing workflows for scale and quality, and invented capabilities that didn't exist before. This is The Marketing Engineer, from Profound. New episodes every two weeks. Connect with Profound: Website: https://tryprofound.com LinkedIn: https://www.linkedin.com/company/tryprofound/ X: https://x.com/tryprofound Read the Marketing Engineer Manifesto: https://www.tryprofound.com/marketing-engineer Profound University: https://www.tryprofound.com/