All good things come to an end. After 11 incredible months, my time at XBorg has come to a close. A little over a year ago I joined CT. A few weeks later, Connor DM’d me about a social media role at the company. I had no idea that message would lead to one of the most formative periods of my career. I’m incredibly grateful to the XBorg team for trusting me with the opportunity and letting me prove myself beyond what was written on my resume. Over the past year I’ve learned more than I could have imagined and become a far better marketer than the version of me who first joined CT. Now I’m ready to take that experience and bring it to the next project. Let’s cook again 👨🏾‍🍳

Your ancestors watching you spend 8 hours a day trying to make strangers on the internet click things

Very few brand accounts are top-tier. Chances are, your brand isn’t. While the average brand focuses on what it posts, top-tier brands think about how their profile, content, and interactions work together. If you want to run your Twitter account the way they do, start here:

One of the weirdest things about marketing is that the quality of your work and the results it produces aren’t always proportional. A brilliant idea can flop while a half baked one takes off. You just have to accept that and keep experimenting.

I like what Trust Wallet is doing here. Getting the people behind a brand to build their individual presence can be a great way to put more faces to the name. But this kind of initiative needs to be handled carefully. People follow these accounts for the people behind them: their perspectives, interests, expertise, and personalities. If every post becomes another opportunity to promote the company, the accounts lose what made people follow them in the first place. Team-led marketing works best when employees have room to be people first and brand representatives second.

Your profile is someone’s first impression of your brand, and there are a few easy ways to waste that opportunity. One of them is using ultra-short bios that don’t say much, like these: Here’s how to fix that, plus your header and pinned post ↓

Marketing’s been pronounced dead so many times it should be legally immortal

Apparently, you need to be funny to grow a brand account on Twitter. That’s bullshit. You can create content that works for your brand without forcing a personality that doesn’t fit. Here’s what that looks like:

I love when a founder says “we need to go viral” like virality is a big red button i can just press

Me when the CMO asks me to “make the copy better” for the 7th time

Just got my first scam job offer in months. I’m officially unwashed

Tech bros have an obsession with “replacing marketers” and it’s so weird. They see AI generating content and slop strategies and conclude that marketers are becoming obsolete. But the outputs of marketing ≠ the work itself. A tweet is easy to look at once it’s been posted. Getting to that final version involved a lot of decisions you didn't see. It’s also why slop input produces slop output. If you don’t understand marketing, AI won’t magically make you a good marketer. It’ll just help you produce more content that doesn’t do anything.

“Marketing is easy” devs the second you ask them for one campaign idea

Marketing roles are commonly mixed up, so let’s break them down: Head of Content: develops and leads the broader content strategy, deciding what the company should create, which audiences it should reach, and how content supports its marketing goals across channels. Social Media Manager: owns the brand’s social media presence, managing platform-specific content, publishing, audience engagement, and performance. Product Marketer: defines how a product is positioned, communicated, and brought to market, including its messaging, target audience, differentiation, and launches. Growth Marketer: finds and tests ways to acquire users, increase conversions, and improve retention through experimentation across the customer journey. Influencer Marketing Manager: plans and manages influencer campaigns, from finding the right creators and negotiating partnerships to coordinating content that increases awareness and product adoption. AEO / GEO Specialist: improves a brand’s visibility in AI-generated answers and recommendations by optimizing its content and online presence for AI search. Head of Marketing: leads the overall marketing strategy, manages the marketing team, and ensures all marketing efforts work together to drive the company’s business goals. There’s more to marketing than social media.

Things that give me anxiety: - banks - visa - customs - taxes - government websites - watching an important tweet sit at 17 impressions for the first hour

“Why do we need a marketing person?” Dude, no one is forcing you to get people to know you, trust you, and use your product.

If you’re building AI for creatives, perception is a major marketing challenge. A lot of creatives resist AI because they see it as something that abstracts the creative process. You put something in, AI does the work, and you get something out. That makes it harder to sell to them because you’re asking them to reconsider their stance on AI. One way I think companies could start doing this is through UGC: have creators show how they use your tool in their workflow, so their peers can see that using AI doesn’t automatically mean handing the entire creative process over. Obviously it isn’t going to fix AI’s reputation on its own, but I think it could help people understand how these tools are actually being used. Curious to see which company does this properly first.

Brands are constantly asking their audience to do things for them. Buy this, sign up for this, share this, follow us. But what have you done for them first? If you want people to give you something, lower the barrier for them by consistently giving them something they'd find useful.

If the tweet does well i’m a genius. if it doesn’t, we’re just testing a hypothesis

Having 100k followers doesn’t mean 100k people will see your next post. People aren’t online at the same time, and platforms don’t show every post to every follower. Follower count is potential reach, not guaranteed reach.