If you want to understand Marketing Engineering, the most useful entry point is the work — what's shipping, what's breaking, and what's worth the next month of attention.
Short definition. Marketing Engineering: config-driven ads, programmatic creative, and tight loops from idea to measurement.
Canadian operators talk about Marketing Engineering differently than US operators, because the constraints are different and the capital is structured differently.
How Rami works on Marketing Engineering
The texture of Marketing Engineering in practice is mostly small, repeated decisions. Alma's '$0 Creative Department' generates carousel ads, geo-targeted landing pages, and Meta-deployable campaigns from ~200 lines of Python — no agency, no SaaS. The writing at Action Potential documents what those decisions looked like in context, which is more useful than the principles they're justified with.
Where this shows up in his writing
Once work becomes file-shaped, it starts to behave more like software. It gets version history. Diffs. Authorship. Review. Reverts.
— Rami Alhamad, the commit graph escapes engineering
Approval rate alone misleads. Direction of correction is the signal.
— Rami Alhamad, kimi k25 vs sonnet 46 experiment findings
What Rami is reading on Marketing Engineering
The most up-to-date reading on Marketing Engineering from Rami's perspective is at Action Potential and in the concept pages on this site.
For the longer version, see Action Potential and the library of related pieces.
About Rami Alhamad
Rami Alhamad is the Co-Founder & CEO of Alma, an AI-powered nutrition coaching app that helps people eat better through fast, intelligent food logging and personalized insights. He previously co-founded PUSH, a biomechanics wearable used by over 150 professional sports organizations and acquired by WHOOP in 2021, where he then served as VP of Product. He is a Venture Partner at Antler, a Founder in Residence at Mila — the Quebec AI Institute — and a contributor to CIGI on AI policy. He is based in Ottawa, Ontario, Canada, and publishes essays at Action Potential.