# Christopher Greco

> I build marketing teams that create pipeline. Head of Product Marketing at Codility, where my team works with AI agents.

Christopher Greco is Head of Product Marketing at Codility. He is based in Rome, Italy, and works across EMEA and North America. He works in English and Italian, both native, and fluent Spanish. He studied for a BA in Photography, Coventry University.
He trained as a photographer, co-founded his first company while he studied, and worked at IBM in Milan and Madrid. Since then he has built marketing from zero 3 times and run 2 products as general manager.

## Headline result
- Share of pipeline sourced by marketing at MINT, 2021 to 2023: from 20% to 90%.

## How he runs a marketing team
- One plan across marketing: Positioning, content, demand generation and sales enablement share one plan. At MINT, it named a new category.
- Judged on revenue: I set marketing goals in pipeline, cost per customer and time to close.
- Tools other teams run on: My team builds what customer success, sales and leadership use every week.

## Work, most recent first

### Codility: Rebuilding marketing around AI agents
URL: https://grecochris.com/work/codility
Role: Head of Product Marketing, 2026 to now.
Key figure: Time to put a new landing page live, from 2 hours to 2 minutes.
Context: I joined Codility in February 2026 to lead product marketing for technical and AI skills assessment, working with the CEO on go-to-market strategy.
What the team runs on now:
- Product videos, made with AI. Launch videos built in code and voiced with AI tools.
- An account-health score. Customer success uses it to decide which renewals come first.
- A revenue model. Leadership uses it to set pricing and packaging.
Other teams work from it:
- 90 days: To a team that works with AI agents.
- 3 teams: Customer success, sales and leadership use what we build.
- Every 2 weeks: Sales gets a list of lost deals that a new release could win back.
In his words: "Marketing made with AI should be as easy to check as code."

### Toloka: Running 2 products as general manager
URL: https://grecochris.com/work/toloka
Role: Product Marketing Lead, 2023 to 2026.
Key figure: PhD and MSc experts on Mindrift, from 0 to 15,000.
Context: I joined Toloka in October 2023 to market people-labeled data for machine learning. Within a month, large language models changed the business, and I led the marketing response.
Two jobs at once:
- General manager, twice. I ran Mindrift, then Tendem, with full profit and loss.
- Built on unit economics. Growth and retention programs designed around what each expert cost.
- Marketing to AI labs. AI safety and model evaluation for frontier AI labs.
- Events with pipeline targets. Measured like any other source of pipeline.
Unit economics moved:
- 35%: Lower acquisition cost on Mindrift.
- 10 points: Higher 90-day retention on Mindrift.
- 3 units: Business units in the marketing response I led.
In his words: "You lead a business by the levers you actually control."

### MINT: Naming a category and moving pipeline
URL: https://grecochris.com/work/mint
Role: Senior Manager, Product Marketing and Go-to-Market Strategy, 2021 to 2023.
Key figure: Share of pipeline sourced by marketing, from 20% to 90%.
Context: MINT sells enterprise software for advertising resource management, with €50 million in funding. I joined in December 2021 as its first marketing leader, with no product marketing team and no category.
Building the team and the category:
- A team from zero. I hired product marketing, content and demand generation, with career ladders.
- A category with a name. I named it Advertising Resource Management, and Gartner and Forrester recognized it.
- Account-based marketing. A sharper ideal customer profile and better attribution, across 5 markets.
- Sales tools for 7-figure deals. Battlecards, ROI calculators and business cases that explained 500+ integrations.
Leads, cost and cycle time:
- 30x: Growth in sales-qualified leads.
- 35%: Lower acquisition cost.
- From 12 months to 6 months: Enterprise sales cycle.
In his words: "Categories are imposed on a market by a function disciplined enough to repeat one message until buyers say it back."

### Wonderflow: The positioning behind a $20 million Series A
URL: https://grecochris.com/work/wonderflow
Role: Product Marketing and Go-to-Market Consultant, 2021.
Key figure: Marketing-qualified leads, tripled after the new positioning to 3x.
Context: Wonderflow sells AI voice-of-customer analytics to global consumer brands. I joined as a consultant in January 2021, before its Series A, to explain its language AI in terms enterprise buyers care about.
Clear value for 3 kinds of buyer:
- Positioning by buyer. A separate value story for retail, consumer goods and consumer electronics.
- A team from zero. I built product marketing from scratch, with content and demand generation.
- Sales material. Buyer stories that took the positioning into sales conversations.
Through the round:
- $20 million: Series A, raised on the new positioning.
- 18%: Higher annual contract value, helped by the sales material.
- 12%: More expansion revenue.

### IBM: Launching an autonomous ship across 15 markets
URL: https://grecochris.com/work/ibm
Role: EMEA Digital Content Specialist, 2019 to 2020.
Key figure: From the IBM Italy PR team to EMEA content strategy in 7 months, from Italy to 15 markets.
Context: I joined IBM Italy in January 2019 as a PR specialist. After 7 months I moved to the EMEA brand team in Madrid, working on IBM's AI and cloud portfolio.
Content for a region and a ship:
- Content strategy for EMEA. AI and cloud content for 15 markets, and the stories sales used with executives.
- The Mayflower launch. I led the Mayflower Autonomous Ship launch across digital, PR and events.
- PR and analyst relations. Work with PR agencies and industry analysts across the region.
Coverage up, cost down:
- 7 months: From the Italy PR team to the EMEA brand team.
- 50+: Articles in tier-one media.
- 20%: Lower regional localization costs.

### PcBrain: Starting a company while finishing a degree
URL: https://grecochris.com/work/pcbrain
Role: Co-founder and Chief Revenue Officer, 2014 to 2018.
Key figure: Annual revenue, as co-founder and chief revenue officer, from £0 to £1.2 million.
Context: In 2014, while studying photography at Coventry University, I co-founded PcBrain, a demand generation agency. As chief revenue officer I owned revenue, clients, the team and delivery.
Selling and running the work:
- Sales and marketing. I led sales and marketing for clients in consumer technology, retail and professional services.
- £15 million a year in ad spend. Managed for clients across search, Meta and LinkedIn.
- Systems to grow on. I set up how the agency hired, onboarded, reported and checked quality.
Profit and retention:
- 40+: Clients across consumer technology, retail and services.
- 22%: EBITDA margin.
- 85%+: Annual client retention.

## Writing, most recent first

### How I run a marketing team with AI agents
URL: https://grecochris.com/writing/how-i-run-a-marketing-team-with-ai-agents
Published: 2026-10-29.
The setup, the written skills, the checks before anything ships and where people stay in charge, from rebuilding marketing at Codility around AI agents.

I was hired at Codility to rebuild marketing around AI agents. It is how I pitched the job when I was interviewing, and it is how my team works now. This is the setup, the rules that keep it honest, and what I would do in your first 30 days.

## The brief was bigger than the team

The job covers positioning, launches, content, the website, competitive work, sales enablement, customer email and the story our leadership tells. Hiring a specialist for each of those jobs was never my plan. The plan from day 1 was a small team of marketers who work with AI agents, with the agents doing the production work.

## One workspace, with a full history

Everything the team makes lives in one folder: briefs, positioning, case studies, emails, landing pages, analysis, and the rules we write by. The folder is a git repository, the tool developers use to track code, so every change has an author, a date and a reason. Any agent can read the whole of it.

We work in Claude Code and the OpenAI Codex CLI. Both run in that folder, and both connect to the systems marketing depends on: Salesforce, Tableau, Pendo, GA4 and Slack. That means an agent can check a claim against the CRM before the claim goes anywhere.

## Write a job down once, then run it every time

The biggest change is that repeat work becomes a written skill. A skill is a file that tells an agent how a job is done, what good looks like and which checks to run. I have written more than 15. A few of them:

- A landing page skill builds a page from a brief, checks accessibility, search basics and speed, and gives me a preview to approve. A new page now goes live in 2 minutes, down from 2 hours.
- A launch video skill writes the script, builds the video in code with Remotion, adds an AI voiceover, and checks the result for flicker and loudness before I watch it.
- A monthly product update skill turns release notes into the customer email, the release page, a heads-up for sales and LinkedIn posts.
- A competitive skill refreshes what we know about each competitor every week.

A skill improves every time I correct it. The correction goes back into the file, so the next run starts from a better place. After a few rounds, the skill holds most of what I would have said in review.

## Checks before anything ships

Agents write fast and sound sure of themselves. So nothing leaves the workspace without 4 checks.

1. **Facts against the source.** Every number traces back to a file or a system. If an agent cannot find the source, the number does not go out.
2. **Buyer language.** We built a database of how buyers actually talk, from 12 months of sales calls, customer calls and customer emails. Copy is checked against it: would a buyer say this, and would they believe it?
3. **Plain language.** Every line is read as if to a colleague who was not in the room. If they would stop and ask what it means, it gets rewritten.
4. **A person signs off.** Emails end as drafts that I send myself. Pages go live only after I approve the preview.

## The day a senior leader called it AI slop

In October 2026, a senior leader read one of our trackers and called it AI slop. It was a fair call: the tracker was full of shorthand that made sense to me and to the agents, and to nobody else.

That same day I made plain language the first rule for everything the team writes, and I turned it into a check that every agent runs. The lesson stays with me: AI makes words cheap to produce, so the cost moves to the reader. The reader has to become the test.

## What other teams get from it

Working this way, marketing also builds tools for the rest of the company:

- An account-health score that customer success uses to decide which renewals come first. It has flagged customers who wrote that they would not renew before any notice was logged.
- An account-level revenue model that leadership uses for pricing and packaging decisions.
- A review every 2 weeks that matches each product release to lost deals, so account executives know which deals to reopen.
- A competitive review that shows where we win and lose against each competitor, checked against win and loss records.

None of these was in a marketing job description. They exist because building them became cheap enough to try.

## Where people stay in charge

Agents do the production work. People decide what the work is for: which story to tell, what to cut, which customer to call and what something should cost.

A few rules are fixed. Agents never send an email, publish a page or contact a customer on their own. Before an agent runs a large batch of work, it says how many items it will touch and what that will cost, and it runs a small pilot first.

## How to start in 30 days

1. Put everything in one place with a full history: briefs, copy, rules and analysis.
2. Write your rules down where agents read them: your voice, the words you never use, and what you can and cannot claim.
3. Pick the 3 jobs you repeat most and write a skill for each.
4. Connect the systems your claims come from: the CRM, analytics and product data.
5. Add checks before anything ships: the source, the buyer's language, plain language and a person's sign-off.
6. Every time you correct the output, correct the skill too.
7. Build one tool for another team and watch what they use.

If you are building something similar, I would like to compare notes. Write to me at chris@grecochris.com.

## Contact
- Email: chris@grecochris.com
- LinkedIn: https://www.linkedin.com/in/grecochristopher/