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...

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. :)

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.

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...

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

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.

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

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!

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...

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

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 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...

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.

My friend made the mistake of asking for my feedback on their landing page, and I...went ham, as usual. 😂

Free agent for a week or so 😊

💼 Hiring Update👩‍💼 One of my amazing engineers is transitioning to being an Engineering Manager! This leaves an opening for a Senior Backend Java Engineer on my team. The role isn't open quite yet, but I want to get the ball rolling. Descriptions below, please drop your LinkedIn links 🙌

I'm not particularly fond of crossroad situations and yet they are often so common in life.

The Woo rebrand is looking slick! #woocommerce woocommerce.com

My favourite thing I did this week so far is updating our powder room and making it way more useful and helpful for guests (we always used to have lots of people over, but with a kiddo now, we entertain even more than we used to before).

My SIL saw me rushing around doing a million home projects and she put it aptly, "you're nesting for break to work."

📣We are excited to share @briancoords.com is taking to the PressConf stage at Tempe Mission Palms this April! pressconf.events/news/brian-c... 📍 Tempe, AZ, USA 🎟️ links.pressconf.events/tix-bsky 📆 April 23 - 26

September 25. London. Loop. Save the date. loopconf.com

Keenly aware of my leave ending soon, these days. Kiddo is in a predictable (ish) schedule, spouse and I have worked out how it'll work when I return to work. And I've turned my attention to house projects that need finishing or doing.

Finally finished Season 4 of For All Mankind. Cannot WAIT for season 5. Such a good show.

2.5 weeks till my maternity leave is over. I don't anticipate this transition being easy.

Tell me something good that happened for you this year.

Looks like it's back up.

Erm. Google search is down?!

After 15+ years of teaching, architecting & delivering CSS for global organisations & startups, I’ve collated that experience into an extensive course. Complete CSS has taken nearly a year to produce and finally, it’s officially live for a limited Black Friday launch price of £189 complete-css.com

December is almost here! The month of reflection, annual reviews, goalsetting, planning, and my birthday. I'm excited. :) Ideas and thoughts are already brewing in my mind for next year. I can't wait to get into workshop mode and really figure things out.

While feeding my newborn at 6am, I started thinking about how there are women in tech, not as many as should be but there ARE women in tech. Yet they aren't often as known or famous, despite iconic women having shaped computer science and programming from the start of the industry and even earlier.

Produced my very first original 3D print design today, and low key super excited to share it with the world some time next week.

(Scaling is tough. Reminder that Twitter used to go down all the time. Remember the whale?)

What I'm struggling with is that bluesky is using a new protocol instead of integrating with existing ones. It effectively feels like (right now) just another gated platform like Twitter/X. Idk.