Aurooba Ahmed
@aurooba.com
Developer. WordPress Contributor. Bookworm. (she/her)
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...
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
September 20, 2025 at 5:27 PM
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...
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...
Marketing Platform Engineering – Working Notes
Setting the foundations for the niche of marketing platform engineering.
aurooba.blog
September 19, 2025 at 4:28 PM
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...
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. :)
August 9, 2025 at 6:17 PM
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
July 14, 2025 at 5:11 PM
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.
July 12, 2025 at 7:51 PM
As of this coming Monday, I'll have written about motherhood in a weekly newsletter for 15 weeks. Wild.
Eid Mubarak to everyone celebrating!
June 6, 2025 at 4:23 PM
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
June 4, 2025 at 3:15 AM
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...
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
June 2, 2025 at 10:48 PM
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-...
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
May 30, 2025 at 5:47 AM
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
Reposted by Aurooba Ahmed
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 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.
May 26, 2025 at 11:59 PM
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 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.
May 27, 2025 at 5:07 PM
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
#react #webdev
May 15, 2025 at 5:50 PM
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
May 13, 2025 at 5:38 PM
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
WPGraphQL? ✅
25+ custom blocks? ✅
Multisite? ✅
Audience in the millions? ✅
Generous timeline after a year long discovery phase? ✅
#WordPress
April 23, 2025 at 8:33 PM
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
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.
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.
April 22, 2025 at 10:47 PM
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...
Staff archetypes
Most career ladders define a single, uniform set of expectations for Staff engineers operating within the company. Everyone benefits from clear role expectations, but career ladders are a tool that ap...
staffeng.com
April 22, 2025 at 10:46 PM
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
April 21, 2025 at 9:00 PM
"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.
April 21, 2025 at 4:36 PM
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
April 7, 2025 at 9:47 PM
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
April 7, 2025 at 9:28 PM
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...
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
April 5, 2025 at 7:32 PM
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...
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
April 5, 2025 at 4:52 AM
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...
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
April 4, 2025 at 11:04 PM
The first 2025 update for wpaudit.site is live! Notably, I've removed the dependency on jQuery, which really was quite overdue. :) #WordPress
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
April 4, 2025 at 8:36 PM
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
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
March 27, 2025 at 11:00 PM
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