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...

The Impact of Marketing Platform Engineering – Working Notes

The ARCS metrics of Marketing Platform Engineering - in other words, how do we assess the impact of this work?

aurooba.blog

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...

Marketing Platform Engineering – Working Notes

Setting the foundations for the niche of marketing platform engineering.

aurooba.blog

I’m always opening little PRs in open source projects in the course of my work. Just saw that two of my recent PRs got merged and are in the releases! I love it when I am solving a problem for myself but I can solve it for others too. :)

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

being a mom & more

stories from the blur of becoming a parent—and a new version of yourself. Intentional parenting, WFH life, mental load musings, and the magic hiding in messy days. Because raising someone else also me...

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...

Super List Block

Nest multiple blocks inside lists of any kind of list (ordered, unordered, no marker, etc), or do away with list markers and use it like a repeater!

wordpress.org

Made the most recent issue of my #parenthood newsletter public because I feel like I don’t see enough about the weird metamorphosis you go through and how it feels. auroobamakes.kit.com/posts/issue-...

Issue #10: Still Becoming

auroobamakes.kit.com

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 think about project delivery a lot. A lot a lot. I've lived through so many different scenarios of it. No scenario is perfect but I think it might be time to write down what I do know to work and be true. If only for my own reference.

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.

Aurooba Ahmed@aurooba.com · last yr.

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.

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

being a mom & more

stories from the blur of becoming a parent—and a new version of yourself. Intentional parenting, WFH life, mental load musings, and the magic hiding in messy days. Because raising someone else also me...

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!

20 years of Git. Still weird, still wonderful.

Twenty years ago, Git was born. How did this unlikely "information manager" take over the world?

blog.gitbutler.com

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...

v0.2.0 Milestone · createwithrani/superlist

Nest multiple blocks inside lists of any kind of list (ordered, unordered, no marker, etc), or do away with list markers and use it like a repeater! - v0.2.0 Milestone · createwithrani/superlist

github.com

As I get back into doing stuff, I finally ensured Super List works with the latest version of WordPress and updated the "Tested up to" version :) #WordPress wordpress.org/plugins/supe...

Super List Block

Nest multiple blocks inside lists of any kind of list (ordered, unordered, no marker, etc), or do away with list markers and use it like a repeater!

wordpress.org

The first 2025 update for wpaudit.site is live! Notably, I've removed the dependency on jQuery, which really was quite overdue. :) #WordPress

WordPress Website Audit Checklist

Quickly audit your WordPress website. A helpful checklist to audit your website for formatting, WordPress specific optimization, accessibility, performance, and security. Best used before a launch or ...

wpaudit.site

I'm so happy the newsletter series on mother/parenthood has been so well received :) Second issue drops on Monday! (also this is funny but most of the subscribers are dads lol) motherhood.aurooba.com

being a mom & more

stories from the blur of becoming a parent—and a new version of yourself. Intentional parenting, WFH life, mental load musings, and the magic hiding in messy days. Because raising someone else also me...

motherhood.aurooba.com

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 a mom & more

stories from the blur of becoming a parent—and a new version of yourself. Intentional parenting, WFH life, mental load musings, and the magic hiding in messy days. Because raising someone else also me...

motherhood.aurooba.com

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...

Year in review: 2024

A look back at 2024: creating, parenting, and everything in between. From publishing 100 podcast episodes to navigating pregnancy, birth, and postpartum, this year was transformative. As 2025 unfolds,...

aurooba.com

I essentially took a year and few months off from being online. I paid only a bit of attention online, I mostly did my job and didn't do much of anything else on my computer (because hi, I 3D printed a human then took time off to learn how to take care of said human).

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.