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.

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.

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.

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/