Aurooba Ahmed

I wrote a post diving into Marketing Platform Engineering, which is the "craft of building the systems and workflows that enable marketing teams to work at their best", described by @aurooba.com. If you're an engineer working to support marketing (or a marketer supported by engineers), read it.

Exploring Marketing Platform Engineering led me to ask: what’s the real value a dedicated team brings? I’m working on a set of metrics I'm calling ARCS: Agility, Reliability, Cost, and Speed, to capture the impact. Does it resonate? aurooba.blog/the-impact-o...

I didn’t know what to call the kind of engineering work I do. It’s not marketing. It’s not product. It’s the systems that make marketing work. I’m calling it marketing platform engineering, and here’s what that means: aurooba.blog/marketing-pl...

2 new motherhood newsletters scheduled. Next week, it's a letter to my pregnant self, everything I'd tell her if I could turn back time. motherhood.aurooba.com

As of this coming Monday, I'll have written about motherhood in a weekly newsletter for 15 weeks. Wild.

Eid Mubarak to everyone celebrating!

Super List, my little block plugin has been updated! The latest version of #WordPress weirdly broke it and you couldn't add new list items. That's now been resolved. PLUS, you can live preview the plugin from the repo now :) wordpress.org/plugins/supe...

Going straight to a (floor) bed and skipping the crib once my kid outgrew the bassinet was a way bigger life improvement than I thought it would be. #parenthood

Realization #1: you pay a large, ongoing tax in coordination and orchestration efforts between people and teams. I think pretty much everyone knows this much. You have to make the implicit explicit, and that goes for everything. This often manifests as an unusually high ratio of managers to ICs.

I'm curious: What do we think about named functions inside react hooks as a rule? Or would you rather have anonymous functions? There's a lot of nuance to either side of the question and good reasons too. I'm just curious which way most people I know lean and why. #react #webdev

Been a while since I wrote a WP CLI command. It's the most fun I've had in few weeks, as I consider how to create a great DX and provide the flags and prompts the dev / power user may need for this particular feature. #WordPress

Signed on for a pretty cool project today with a team I've enjoyed and worked with for nearly 5 years off and on. WPGraphQL? ✅ 25+ custom blocks? ✅ Multisite? ✅ Audience in the millions? ✅ Generous timeline after a year long discovery phase? ✅ #WordPress

In case you were wondering. I did log in once. But only once. That's a MAJOR improvement for me.

Found myself discussing engineering archetypes today with @cybadger.com. If you are a Staff+ level engineer, what archetype do you most identify with and why? #webdev staffeng.com/guides/staff...

"One thing I’ve been sitting with lately is how hard it is to return to work after maternity leave. There’s a lot said about the logistics, childcare, pumping, schedules, but not enough about the internal shift." – an excerpt from the parenthood newsletter. motherhood.aurooba.com

It's my day off. I don't need to log into work to check on things. It's my day off. I don't need to log into work to check on things. It's my day off. I don't need to log into work to check on things. It's my day off. I don't need to log into work to check on things.

What are your favourite Raycast extensions? I've finally decided to permanently shift from Alfred to Raycast, after trialing Raycast in my work profile for just over a year. #productivity

This was a really fun read on the history of Git on its anniversary!

The roadmap for Super List v0.2.0 is available! I did do a minor release yesterday that was _really_ overdue, but the next major release will be in May. Roadmap is linked and open to feedback if you have thoughts or requests. :) #WordPress github.com/createwithra...

Since becoming a parent, many thoughts are always swirling around in my head, and I want to share them with those who are interested. Introducing the newsletter, being a mom & more: musings on raising a human and also raising yourself. motherhood.aurooba.com #parenthood

Being able to assign easy domains using wpenv.net courtesy of @kaspars.damb.is is so incredibly helpful. Thank you Kaspars! #wordpress

I finally got around to writing an annual review for 2024. :) aurooba.com/year-in-revi...

Sometimes I'm shocked at how easily my child falls asleep the moment he's in my arms. Other times I'm too tired to be shocked because I've been trying to get him to sleep for 45 minutes. Thankfully it's the former most of the times.

My friend made the mistake of asking for my feedback on their landing page, and I...went ham, as usual. 😂

Free agent for a week or so 😊

💼 Hiring Update👩‍💼 One of my amazing engineers is transitioning to being an Engineering Manager! This leaves an opening for a Senior Backend Java Engineer on my team. The role isn't open quite yet, but I want to get the ball rolling. Descriptions below, please drop your LinkedIn links 🙌

I'm not particularly fond of crossroad situations and yet they are often so common in life.

The Woo rebrand is looking slick! #woocommerce woocommerce.com

My favourite thing I did this week so far is updating our powder room and making it way more useful and helpful for guests (we always used to have lots of people over, but with a kiddo now, we entertain even more than we used to before).