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
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