Field notes from a decade in the seams.

Essays on marketing technology, written the way I work — slowly, precisely, and with more jokes than the subject deserves.

ENTRY 007 · 2026-09 · 7 MIN

What "Senior" Actually Means in Ops

Anyone can tell you whether a request is possible. Working out what it costs — every quarter, for three years, including after you leave — is the part that takes a decade.

ENTRY 006 · 2026-08 · 7 MIN

Nobody Photographs the Junction Box

Everyone read the Salesforce and Anthropic announcement as an AI story. It is a permissions story. The scarce thing was never the reasoning.

ENTRY 005 · 2026-08 · 5 MIN

Loud Failures Are a Gift

The failures that page you at 6am are doing you a favour. The dangerous ones report success at every layer and reach you six weeks later as someone's hunch that email feels soft.

ENTRY 004 · 2026-08 · 7 MIN

The Org Chart Is the Real Architecture Diagram

Marketing stacks mirror the organizations that build them. Why every technical mess traces back to a conversation that didn't happen — and what that means for fixing the stack.

ENTRY 003 · 2026-08 · 7 MIN

Measure Twice, Cut Once Is a Marketing Ops Strategy

In marketing operations, mistakes ship at batch-job scale and most cuts can't be uncut. The case for the boring, linear, documented way of working — and why it's faster.

ENTRY 002 · 2026-08 · 6 MIN

Stop Telling Me You Need a Marketo Admin

Companies hire marketing operations by tool name — and get the wrong help. Why the senior version of this job is architectural, and what to ask for instead.

ENTRY 001 · 2026-08 · 7 MIN

Every Marketing Stack Is a Haunted House

A decade of inheriting, migrating, and running marketing stacks — and the one lesson that survived all of it: the org chart is the real architecture diagram.