The Marketing Engineer

ChatGPT is changing how people research products, compare options, and decide what to buy. A new study offers a closer look at how consumers use AI recommendations to make those decisions.

In a research collaboration between Kevin Indig, Profound, and Eric Van Buskirk of Clickstream Solutions, 56 participants completed 221 product-comparison tasks in ChatGPT. The researchers found that participants often formed shortlists without visiting other websites, rarely verified AI-generated claims externally, and frequently considered brands suggested by ChatGPT.

Kevin joins Josh Blyskal, Founding AI Strategist at Profound, to discuss what the...

AI search has become one of Gamma's biggest growth channels, and behind it is a system built to continuously track performance, identify opportunities, and turn insights into new content.

Ravish Agrawal, Head of Growth Marketing at Gamma, joins Nick Lafferty to share how he’s building an automated SEO and AEO operation using Claude, connecting marketing tools through MCPs and finding new ways to scale growth with a lean team.

Ravish also gets into how Gamma measures the impact of AI search, what it takes to discover growth opportunities be...

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.

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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.

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 wit...

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...

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...

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...

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 ma...

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...

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.

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...

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: 

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.

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