Vibe Marketer becomes #1 new marketing role

AI is reshaping marketing. And with that shift, we’re going to see an entirely new role emerge at the center of it all: the “vibe marketer.”

It's natural evolution. AI is collapsing traditional team silos. For the first time, a single marketer can be part-engineer, part-designer, and part-analyst, all in one role.

How marketing roles evolved

I’ve been lucky to work with some exceptional growth teams over the last decade. Along the way, I’ve seen the job titles evolve too.

First, it was “head of digital marketing,” a role rooted in early paid social and SEO.

Then came “head of growth marketing,” which got more technical: deeper data work, tighter conversion loops, cross-functional experiments with product and engineering. The focus shifted from channels to systems.

But that model still needed headcount. Teams of designers, engineers, and analysts just to ship a decent test.

That’s the big shift now.

With AI, the vibe marketer won’t need cross-functional support. Landing pages, video ads, and analysis can now be done by one person with the right tooling.

What vibe marketers actually do

This role isn’t about optimizing paid campaigns or tweaking SEO titles.

It’s about building full-stack workflows across the marketing funnel. Think: GPTs that write ad copy, agents that qualify leads, landing pages that deploy themselves.

Vibe marketers will move like hackers. Using tools like Retool, Bubble, Zapier, and Vercel, they’ll ship MVPs without waiting on eng. They’ll automate the boring parts: QA, dashboards, CRM cleanup. They’ll wire APIs, webhooks, and LLMs into scalable systems, without adding headcount.

But it’s more than just tech.

They’ll amplify the rest of the team. Internal agents. Custom tools. Fast experiments. Playbooks that upskill everyone around them. They’ll bring taste, product intuition, and the autonomy to run without asking for permission.

They’ll make marketing feel faster, smarter and frankly, more fun.

A great vibe marketer might be a former growth lead who now builds tools with Gumloop or Lovable. They’re already doing it. And soon, they’ll be the only marketers companies hire.

Just ask Brian Armstrong, Coinbase’s CEO, who’s publicly said he’s firing engineers who aren’t AI-forward. The writing’s on the wall.

How teams will restructure

Marketing orgs are due for a reset.

Instead of 10 specialized roles, we’ll see leaner teams of generalists who can ship end-to-end. Marketers will need to run multiple channels, own projects, and use AI to do the work of five people.

Here’s what the new structure looks like at early-stage startups:

• Head of vibe marketing (or growth lead with deep AI chops)
• Vibe marketing manager
• Offshore marketer (execution-focused)

That’s it.

Need branding? Hire a contractor. Need events? Spin up a 1099.

This core team can carry a startup to $10–20M in annual revenue. After that, it makes sense to bring in specialists, especially for human-first functions like events or partnerships. You can’t automate handshakes.

What today’s teams should do

If I’m the CMO at DoorDash, here’s how I’d rethink my org:

1/ Identify roles that can be automated or AI-augmented

2/ Shift execution-heavy work to offshore talent

3/ Roll out AI workflows across the team

4/ Reduce headcount where possible

5/ Transition specialists into generalist roles

6/ Hire vibe marketers to lead

7/ Build AI-first systems that scale

This feels a lot like mobile marketing in 2008. New tech, new tools, new job descriptions. The teams that adapted won. The rest fell behind.

We’re already seeing signs. Ramp just posted a role for “Vibe Marketing Manager.” That’s the future, and they’re ahead of it.

Cheers to the new age of vibe marketers.