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