The industry that previously fell in love with job titles like “digital ninja” and “storyteller” is latching onto a new coinage: the marketing engineer. Job duties include building AI systems to automate marketing tasks and improving how companies show up in chatbot replies. Greg Bresnitz, who had been working on automation at the blockchain platform Optimism, updated his LinkedIn profile to “marketing engineer” after hearing a keynote speaker describe the role. “When he said it, I was like, ‘That’s it!’” Bresnitz said.
To others, “marketing engineer” is just the latest faddish title, enlisting AI to suggest precision and control. Some marketers use it for self-branding while continuing normal jobs, while job ads call for skills like LLM post-training techniques or a bachelor’s in computer science. The cynic says it’s ridiculous, but it shows the industry moving with the times, tracking digital advertising evolution from “heads of interactive advertising” to today’s engineers.
When Joe Jordan’s promotion to CEO of Domino’s Pizza took effect today, he became the latest former marketer to land a top job. Previously CMO and U.S. president, Jordan held marketing roles at PepsiCo, Philips Electronics, and Unilever. “It all starts with the consumer,” Jordan said. He stressed not taking consumers at face value: “If I were to listen to what consumers said, I would offer healthy pizzas... most people want that more indulgent experience.”
Source: Wall Street Journal US Business · Summarized by HeadlinesBriefing