The Collaborative AI System Every Marketing Team Will Soon Need | Lucy Hoyle, Carta

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

Connect with Lucy:

LinkedIn: https://www.linkedin.com/in/lucy-hoyle-883381138/

Carta: https://carta.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:

• Profound’s Agent Marketplace: https://www.tryprofound.com/agent-templates
• The Profound brand kit & product messaging agent Lucy built at the Profound Marketing Engineering Hackathon: https://hub.tryprofound.com/hubfs/Lucy%20-%20Marketing%20Engineer%20Hackathon%20Files.zip
• Rank-BM25, the open source Python library Lucy used to filter context for Claude: https://pypi.org/project/rank-bm25/ and https://github.com/dorianbrown/rank_bm25
• Lucy’s Marketing Brain Hackathon Presentation: https://shorturl.at/AvKDU

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.