GTM Engineer · Product Marketing
Marketing is infrastructure, and I build it because systems turn wins into formulas you can repeat at scale.
One canonical detector governs three brand repositories, each version-controlled and synced so no voice drifts.
Three brand voices held distinct across email, Substack, and X, each piece measured against its own channel benchmark.
A four-segment re-engagement system tailored to each lapsed cohort's actual blocker, named before the message.
A weighted model scored 40 candidate countries on three signals and selected the 10 worth the spend.
Reusable AI skills for GTM engineering, generalized from the systems in the case studies and published under MIT. Copy a folder into Claude Code and run it against your own company.
Turns interviews, reviews, and community threads into an operational ICP with buying-committee maps and how-to-win rules.
View the spec →Extracts a brand's voice from its real writing into rules a team or an AI agent can write from consistently.
View the spec →Turns an ICP into a ranked account list where every entry carries public evidence and a dated why-now signal.
View the spec →Drafts committee-aware outreach in the brand's voice, with a no-send gate that rejects weak sends.
View the spec →Enterprise IT systems at Chevron, crypto exchange growth at ProBit, Web3 partner operations at BC Labs, AI-enabled go-to-market at Atrium. Across all four, the work was building systems that turn wins into formulas you can repeat at scale.
The instinct came before crypto, before AI. It started at Chevron, where I built database and enterprise systems for the analysts who would inherit them. The pattern has carried since. Marketing is infrastructure, and I build it because systems turn wins into formulas you can repeat at scale.
At ProBit, I scaled trading volume 50% during a bear market with zero incremental budget and grew DAU 342% by finding markets competitors ignored. At BC Labs, I built partner operations automation across 60+ partners on Make, Zapier, Slack, and Google Workspace. At Atrium, I built and ran the AI-enabled growth operating system across three brands.
What's next is more of this work, in teams where building the marketing system is the job.
The reusable parts of these systems are open source at github.com/esmefong/gtm-skills.
The systems on this page carry calls I would defend and a few I am still testing. If you read one differently, your take would be useful. LinkedIn reaches me fastest.