Casey Petersen · Marketing operator
I build the systems that make AI useful in marketing.
Applied AI for paid media, measurement, content intelligence, and reporting.
I design the workflow around the model: the data, controls, handoffs, and reporting that make it dependable day to day.
Selected work
Systems built for the way marketing actually runs.
A few examples of complex marketing work made easier to run, measure, and improve.
Reporting without the quarterly scramble
Rebuilt a global reporting process as a repeatable pipeline, with shared standards and AI-assisted assembly. The team gets to usable analysis faster and spends less time rebuilding the report.
AI inside the paid media workflow
Integrated AI into planning, optimization, and review, with clear ownership and performance checks. The model became part of the operating process rather than a separate experiment.
A common view of performance at scale
Designed a shared health and performance framework that helps teams see where work is strong, where it is stalled, and where attention will matter most.
Writing & lab
Notes on making AI useful.
Field notes on applied AI, marketing operations, and business automation, drawn from systems being built and used now.
Hours to minutes: what production AI in marketing actually looks like
A look at the standards, review, and workflow behind a reporting system that replaced a long manual cycle.
Stop briefing AI. Start operating systems.
Useful AI work needs clear inputs, controls, ownership, and a repeatable output. This note looks at how those pieces become a working process.
About
Marketing, systems, and the work between them.
I’m Casey Petersen, a marketing operator with more than 20 years across enterprise technology, SaaS, startups, and digital growth. I’m drawn to the gap between a good idea and a process people can run without heroics.
At Lenovo, I lead global paid media and analytics work, including in-house capability, applied AI, reporting, and shared performance systems. Earlier roles at Photofy, Collective Bias, and elsewhere shaped how I think about scale, measurement, and the practical work of change.
Path
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LenovoGlobal Senior Manager, Paid Media and Analytics2019 — Present
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PhotofyVP / Head of Marketing, Analytics, Product2018 — 2019
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Collective BiasDirector, Social Ops · Director, Analytics & Strategy2012 — 2015
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EarlierMurphy USA · Skin Sake — retail & direct digital growth2007 — 2011
Consulting
Limited advisory work
I occasionally work with teams improving marketing operations, measurement, or applied AI. If you have a specific problem you are trying to solve, contact me on LinkedIn.