Every marketer is now a growth engineer.

The production side of marketing got cheap: writing, design, variants, whole landing pages. When everyone can produce, production separates no one. What is scarce now is the person who can direct the machine instead of approving whatever it returns, keep the work tell-apart-able when every competitor runs the same models, and prove the work moved a number on evidence a sceptic would accept.

The category now has manifestos, job boards, university courses and certifications for the role, under several competing names. Every one of them names a person. None of them names a bar: what must be true of your stack before the title is earned? A role you cannot fail at is a business card, not a discipline. This one has a bar with seven parts: Growth (own a number), Direction (command the machine without approving every step), Distinctiveness (stay tell-apart-able), Memory (keep what worked in a form the next run can read), Experiments (hold beliefs that can lose), Production (make the asset end to end), and Eval (test yourself before you change yourself). Each is written out in full on the practice page.

You do not need to write code. You need to specify a problem precisely enough that a machine can execute it, and verify the result without taking the machine's word for it. The mandate is testable: Stack Score grades your stack across the seven disciplines and reads your grade at the weakest one, because that is where a stack fails. The disciplines are learnable: The Marketing Machine is a six-week programme where marketers build all seven on their own company.