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The Marketing Engineer: Daily Summaries Delivered
by Profound
The show for marketers who build. Marketing Engineers pair creativity with systems thinking. They have a marketer’s instincts and creativity with the technical ability to bring their ideas to life. They’re architects, agentic operators, and craftspeople with high taste.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.From Profound, the company building the workbench for the Marketing Engineer.New episodes every two weeks.
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- 1 weeks ago36 min
The New Rules of Building a High-Growth Marketing Team | Brandon Camhi, Cognition
Cognition crossed $1 billion in revenue run rate in roughly two years. Now, its new SVP of Marketing, Brandon Camhi, is taking on the challenge of scaling its marketing organization to match the company's rapid growth.With the company growing at an incredible pace, Brandon is rethinking how a modern marketing organization should operate. He's recruiting some of the best talent in the industry, challenging traditional org structures, and putting AI to work across the entire function. One of his first moves? Launching a $10 million billboard campaign across 14 cities in just one week.In this episode, Brandon joins Profound’s Trevor Pyle to share what he learned scaling marketing at Rippling and how he’s applying those lessons at Cognition. They get into the AI-powered workflows his team is building, why he believes brand investment should start early, how AEO fits into the bigger picture, and why he isn't worried about AI replacing CMOs.We discuss:The first priorities when taking over marketing at a billion-dollar companyHow a $10 million global billboard campaign came together in just one weekWhy Brandon is rethinking traditional marketing org chartsThe unconventional recruiting approach he uses to attract top talentWhat he learned from his biggest mistakes at RipplingHow Cognition uses Devin to streamline paid ads, lead management, and internal reportingWhy high-quality storytelling matters in enterprise marketingHow AEO connects to everything from customer reviews to social mediaThe interview exercise Brandon considers more valuable than a case studyWhy he isn't worried about AI replacing CMOsConnect with Brandon:LinkedIn: https://www.linkedin.com/in/bcamhi/ Cognition: https://cognition.com/ Connect with Profound:Website: https://tryprofound.comLinkedIn: https://www.linkedin.com/company/tryprofound/X: https://x.com/tryprofoundRead the Marketing Engineer Manifesto: https://www.tryprofound.com/marketing-engineerProfound University: https://university.tryprofound.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.
- 2 weeks ago39 min
How Much Can One Marketer Do With AI? | Matt Ratchford, Mutiny
One headline change increased Mutiny’s signups by 71 percent overnight. For Matt Ratchford, the company’s entire growth marketing team, it was another lesson in how much leverage a solo marketer can create by focusing on the right problems.Matt has been helping rebuild Mutiny’s narrative after a pivot from website personalization to an AI sales assistant. Working as a team of one has forced him to be ruthless about prioritization and deliberate about where AI actually adds leverage, shaping everything from Mutiny’s AEO strategy and content systems to its website messaging.Matt explains how he runs growth in six-to-eight-week bets, why he still cold outreaches to people every day to learn faster, how Mutiny is building systems around AI search and content distribution, and why the best marketers will combine deep domain expertise with the ability to use AI across a much broader range of work.We discuss:How Matt runs growth at Mutiny as a one-person marketing teamWhy AI can accelerate you in the wrong direction if the process is brokenThe six-to-eight-week bet system he uses to prioritize what to work onThe headline change that increased signups by 71 percent overnightHow Mutiny is rebuilding its narrative for the AI search eraWhy Matt still cold outreaches to people every day to learn fasterBuilding AEO and content distribution systems around a team of oneWhy deep domain expertise still matters in an AI-powered marketing teamConnect with Matt:LinkedIn: https://www.linkedin.com/in/matt-ratchford-940019142/ Mutiny: https://www.mutinyhq.com/ Connect with Profound:Website: https://tryprofound.comLinkedIn: https://www.linkedin.com/company/tryprofound/X: https://x.com/tryprofoundRead the Marketing Engineer Manifesto: https://www.tryprofound.com/marketing-engineerProfound University: https://university.tryprofound.com/Resources Mentioned:Matt’s Substack Newsletter: https://mattratchford.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.
- Sep 30, 202639 min
From $100K to $8M Pipeline With AI | Luke Harries, ElevenLabs
Until this year, webinars at ElevenLabs were mostly ad hoc, run by whoever on the sales team had the bandwidth. Then one person used AI to turn the process into a real system, taking the pipeline from about $100,000 to more than $8 million by the end of H1. That’s just one example of how ElevenLabs is using AI to rethink marketing. Luke Harries, who leads growth at the company behind some of the most realistic AI voice models in the world, shares how that thinking extends beyond webinars, from replacing a $40,000 ad localization tool with an AI system that drove $3 million in incremental revenue, to turning this internal tool into a full-fledged product other companies can now use for themselves. Luke breaks down what’s working, how they’re measuring AI ROI, and what this shift could mean for the future of marketing.We discuss:Why ElevenLabs built its own internal Marketing Engineer roleThe real test for whether a background agent is actually workingHow one webinar system took pipeline from $100,000 to $8 millionHow they replaced a $40,000 localization tool with AIHow a wave of one-star reviews turned into a $10 million ARR productWhy international expansion breaks most SDR systems, and how AI fixed itConnect with Luke:LinkedIn: https://www.linkedin.com/in/luke-harries/ ElevenLabs: https://elevenlabs.io/ Connect with Profound:Website: https://tryprofound.comLinkedIn: https://www.linkedin.com/company/tryprofound/X: https://x.com/tryprofoundRead the Marketing Engineer Manifesto: https://www.tryprofound.com/marketing-engineerProfound University: https://university.tryprofound.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.
- Sep 16, 202638 min
Inside the AI Operating System of a Modern CRO | Sam Richard, ngrok
She used to lose an hour every morning checking dashboards and manually looking for trends. Today, Sam Richard, Chief Revenue Officer at ngrok, has replaced that routine with an AI system that does it for her.It's one of many systems she's built to give herself more leverage. From managing her family's schedule to monitoring product and customer signals at ngrok, she's constantly looking for repetitive work she can hand off to AI.Sam explains how she decides between local and frontier models, how LLMs are changing customer acquisition at ngrok, and why she believes the best way to start with AI is simply narrating your day and letting it find the bottlenecks.We discuss:How she automated her morning dashboard reviewChoosing between local and frontier modelsThe household AI assistant she built for her familyThe AEO and SEO experiments behind ngrok's website rebuildWhy ngrok referrals from LLMs are growing 40 percent month over monthHer advice for any growth leader getting started with AIConnect with Sam:X: https://x.com/SamCRichard LinkedIn: https://www.linkedin.com/in/sam-crowell-richard/ngrok: https://ngrok.comConnect with Profound:Website: https://tryprofound.comLinkedIn: https://www.linkedin.com/company/tryprofound/X: https://x.com/tryprofoundRead the Marketing Engineer Manifesto: https://www.tryprofound.com/marketing-engineerProfound University: https://university.tryprofound.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.
- Sep 2, 202632 min
How Notion Uses AI Agents to Run Smarter Ad Campaigns | Aaron Lu
I agents are bringing a new level of automation to ad operations. Aaron Lu, AI Product Lead at Notion, shares how his team is using AI across growth marketing, building agents that automate workflows, monitor spend in real time, and enable capabilities that advertising platforms don't support natively.Aaron explains how he decides what should become an AI agent versus a simple automation, how he builds feedback loops that improve agents over time, and what it takes to orchestrate multiple agents.He also breaks down the competitor-monitoring system that won Profound's Marketing Engineering Hackathon and how building with parallel agents changed his workflow.We discuss:How a marketer's job shifted from doing the work to designing AI systemsWhy a good cost-per-lead number can still hide wasted ad spendThe swarm of AI agents running Notion's ad operationsHow he built an AI agent for LinkedIn dayparting, a feature the platform doesn't natively supportThe creative duplication agent that saves a day of work every weekWhat he would do differently on his hackathon-winning projectHow to decide what to automate firstConnect with Aaron:LinkedIn: https://www.linkedin.com/in/aaron-lu/ Notion: https://www.notion.com/Connect with Profound:Website: https://tryprofound.comLinkedIn: https://www.linkedin.com/company/tryprofound/X: https://x.com/tryprofoundRead the Marketing Engineer Manifesto: https://www.tryprofound.com/marketing-engineerProfound University: https://university.tryprofound.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.
- Aug 20, 202640 min
How Anthropic’s First Growth Marketer Builds with Claude | Austin Lau
Austin Lau was a non-technical marketer when he started experimenting with Claude to write custom Google Ads scripts, pasting in code, running it, and iterating through errors until it worked.At the time, he had joined Anthropic as its first growth marketer. His experimentation reshaped how he thought about his own role and the future of marketing. He went from doing everything manually to building budget dashboards, daily briefings, and campaign automations, while developing a framework for what to automate and what to leave alone.Austin explains why AI is turning marketers into builders, giving them the technical leverage to become Marketing Engineers, when to use Cowork versus Claude Code, and the “blast radius” test he runs before letting agents touch any live campaigns. We discuss:Why marketers are positioned to become Marketing EngineersThe shift from managing campaigns to managing a fleet of agentsThe “blast radius” test he runs before automating anythingWhy you don’t need 50+ AI skillsWhen a skill is actually worth building, and when it just adds noiseBuilding a live budget dashboard inside Claude CoworkThe Google Ads script that turned him from a marketer into a builderHow to know when to reach for Claude Code versus Claude CoworkConnect with Austin:LinkedIn: https://www.linkedin.com/in/austinlau1/ Connect with Profound:Website: https://tryprofound.comLinkedIn: https://www.linkedin.com/company/tryprofound/X: https://x.com/tryprofoundRead the Marketing Engineer Manifesto: https://www.tryprofound.com/marketing-engineerProfound University: https://university.tryprofound.com/Resources Mentioned:Austin’s Claude Cowork Guide: https://claude.com/blog/best-practices-for-getting-started-with-claude-cowork 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.
- Aug 5, 202650 min
Why You Should Stop Using One AI Model for Everything | Andy McCutcheon, Block
Andy McCutcheon is the GTM AI Lead at Block, and spends much of his time convincing colleagues who have never opened a terminal that they can build their own tools.At a company of six thousand people, that means weekly office hours, casual working sessions where he shares his screen live and lets people watch him think, and a running answer for anyone who says they don't know where to start: you have to be bad at something before you can be good at it.Block’s internal skills marketplace now holds three thousand tools, many of them built by people who found their way in through office hours just like Andy's.We discuss:Getting non-technical teams comfortable building with AIWhat it takes to contribute to an internal marketplace of three thousand skills and toolsWhy Andy tells people they have to be bad at something before they can be good at itWhat goes into building an MCP server that people can actually talk to conversationallyTwo slash commands that give his AI agent memory between sessionsThe personal newsletter that runs AI research every night while he sleepsConnect with Andy:LinkedIn: https://www.linkedin.com/in/andysmccutcheon/Block: https://block.xyz/Connect with Profound:Website: https://tryprofound.comLinkedIn: https://www.linkedin.com/company/tryprofound/X: https://x.com/tryprofoundRead the Marketing Engineer Manifesto: https://www.tryprofound.com/marketing-engineerProfound University: https://university.tryprofound.com/Resources Mentioned:Andy's Skills Library: https://github.com/andymccutcheon/skillsThe 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.
- Jul 22, 202637 min
The Collaborative AI System Every Marketing Team Will Soon Need | Lucy Hoyle, Carta
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 worseBM25: The keyword-based search library Lucy used to filter the information Claude ingestsHow a hackathon prototype evolved into a company-wide Marketing OSThe pitch strategy Lucy recommends to get buy-in from executives Why “Have you asked Claude” became Carta’s unofficial ruleConnect with Lucy:LinkedIn: https://www.linkedin.com/in/lucy-hoyle-883381138/Carta: https://carta.comConnect with Profound:Website: https://tryprofound.comLinkedIn: https://www.linkedin.com/company/tryprofound/X: https://x.com/tryprofoundRead the Marketing Engineer Manifesto: https://www.tryprofound.com/marketing-engineerProfound 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.
About The Marketing Engineer
The show for marketers who build. Marketing Engineers pair creativity with systems thinking. They have a marketer’s instincts and creativity with the technical ability to bring their ideas to life. They’re architects, agentic operators, and craftspeople with high taste.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.From Profound, the company building the workbench for the Marketing Engineer.New episodes every two weeks.
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