The future marketer is a technical prompter with access

About ten years ago, I worked in a company with a severe retention problem.

Acquisition scaled. Channels worked. People signed up and paid.

Then most of them churned after the first month.

Not because the product was useless, but because nothing guided people forward. There was no reminders or followups or cues that said “this thing you paid for can actually do something for you.”

I wanted to ship basic fixes. Lifecycle emails. Simple nudges. Light guidance tied to usage. The basic reminder email that the product even existed was missing.

I couldn’t, because I was “marketing.”

Marketing didn’t touch the codebase. Marketing made requests. Engineering decided if and when something would ship. Most ideas died quietly in backlogs while churn kept going.

Access mattered more than titles

Later, at Freska, something small but important changed.

We didn't call it marketing and called it growth.

Same people with same skills and same goals.

But suddenly the artificial boundaries disappeared. Growth could move across product, data, and messaging without constant permission loops. Things shipped faster. Retention improved.

Still, everything depended on someone else implementing changes.

The real shift happened much later.

Direct code access + AI changed the game

Today, I have direct access to multiple production codebases and the ability to modify them by prompting.

That’s the real unlock.

I’m not “replacing engineers" and vibe coding features for massive systems from scratch. I’m observing signals and turning them into shipped changes at speed.

The loop looks like this:

signal → prompt → ship → observe

And that loop can run multiple times per day.

What this looks like in practice

Customer conversations turn into content immediately

Customer-facing teams mention a keyword or phrase they keep hearing.

Instead of writing a brief, I prompt:

• A landing page
• Supporting glossary entries
• Internal links
• FAQ updates

Live the same day.

Geographic traction becomes instant localization

A new country starts showing traction.

Instead of weeks of planning and translation cycles, I prompt a full site and app translation and ship while the signal is hot.

LLM citations reveal narrative gaps

I see Reddit threads or forums being cited in LLM answers with angles we don’t cover well.

I expand the content:

• Clearer explanations
• Better positioning
• Stronger internal linking
• Examples that match how people actually talk

The site evolves to match real-world language I can link to the thread and become a part of citation.

The website becomes a living narrative system

The site is no longer a static marketing artifact.

It’s an evolving authority:

• How the problem is framed
• Who it’s for
• Why it matters
• What questions people ask
• How alternatives compare

Because it updates constantly, search engines and LLMs treat it as alive. Distribution compounds instead of decaying.

Meanwhile, most companies still move like it’s 2015

In many organizations:

• One content piece per month
• Multiple handoffs
• Endless approvals
• Meetings to decide what already makes sense

By the time something ships, the opportunity is gone.

It’s a system problem, not a talent problem.

Marketing is becoming technical again

The future marketer is not a copywriter waiting for tasks or a dashboard operator tweaking popups.

The future marketer:

• Understands systems
• Can reason about code
• Uses prompts as an interface
• Ships directly into the product and site

Engineering is no longer the limiting factor.

Access is.

Once marketers have access, growth stops being a department and becomes an ongoing behavior. That’s where speed, learning, and real compounding start.