Audience Intelligence Report

Cassandra Jowett
Sr Director of Marketing • Coder
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Executive Summary

Cassandra Jowett is a seasoned B2B marketing leader currently serving as Sr Director of Marketing at Coder, a developer tools company at the intersection of AI and software development infrastructure. With 12.8K followers on LinkedIn, Cassandra has built an engaged audience across the developer tools, content marketing, and B2B growth communities.

This report analyzes 25 LinkedIn posts spanning from May 19, 2021 to May 25, 2026, generating a total of 1692 engagements (1440 likes, 211 comments, 41 shares). Her top-performing content centers on three pillars: career moves & personal milestones, hiring & team building, and practical takes on AI in marketing.

1692
Total Engagement
Across 25 posts
68
Avg Engagement/Post
Median ~51
211
Comments
8.4/post avg
5
High-Eng. Posts (≥100)
10 mid, 10 low

Key Signal

Cassandra’s “new role” announcement at Coder generated 337 engagements — 2.7× the runner-up post. Personal career narratives and behind-the-scenes looks at company growth resonate most with her audience. Hiring posts consistently punch above average, suggesting her network is both talent-rich and actively seeking opportunities in dev tools.

Profile Overview

Cassandra Jowett
Name
Sr Director Marketing
Current Role
Coder
Company
12.8K
LinkedIn Followers

Headline: Marketing Leader | B2B Tech | Growth Powered By Content, Brand, and Demand
Industry: Developer Tools, Cloud Infrastructure, AI/ML
LinkedIn: linkedin.com/in/cassandrajowett

2021 — PathFactory
Content marketing & demand generation roles at content intelligence platform. Produced thought leadership on content engagement, intent data, and B2B marketing strategy.
2022 — Maternal Leave
18-month career break for parenting. Returned to workforce in late 2023.
Nov 2023 — How To SaaS
VP Marketing, client services. Advised B2B companies on marketing strategy across industries and maturity levels.
Feb 2025 — Coder
Sr Director of Marketing. Leads content marketing. Building team, SEO/AIEO strategy, and brand presence. Coder raised $90M Series C (Apr 2026) led by customers KKR & QRT.

Content Theme Analysis

👔
Hiring & Recruiting
8 posts
960 total eng.
Avg 120/post
🚀
Career & Personal
6 posts
754 total eng.
Avg 126/post
🤖
AI & Marketing Tech
7 posts
478 total eng.
Avg 68/post
📝
Content Strategy
8 posts
694 total eng.
Avg 87/post
📰
Company News
6 posts
488 total eng.
Avg 81/post
🎙️
Events & Webinars
7 posts
194 total eng.
Avg 28/post

Posts can appear in multiple categories. Engagement averaged across qualifying posts per theme.

AI Skepticism → AI Adoption Arc

One of the most compelling narrative arcs in Cassandra’s content: she went from “extremely skeptical of AI anything” (Jul 2025) to “now I work on videos like this and chat with our AI coding agent on Slack” in the same timeframe. This authentic journey from skeptic to practitioner gives her significant credibility when discussing AI in marketing contexts.

Engagement Quality — Reaction Profile

Understanding how the audience reacts reveals more than raw counts. Cassandra’s audience favors Praise and Empathy at higher rates than typical B2B profiles — a sign of genuine connection and professional respect from her network.

Like
989
Praise
333
Empathy
91
Interest
15
Appreciation
10
Entertainment
2
333
Praise Reactions
23.1% of all reactions
91
Empathy Reactions
6.3% of all reactions
12.5%
Comment Rate
High conversation quality
2.4%
Share Rate
Amplification signal

Top Performing Posts

Ranked by total engagement (likes + comments + shares)

#1
Feb 11, 2025
60 comments 0 shares
Last week I started a new role leading content marketing at Coder. For me, working with incredible people is always at the tippy-top of my list, so I couldn't pass up the opportunity to be on Elle Woulfe's team again. I'm only a few days in, but so far the rest of the team seems fantastic too. The hiring process was lovely. Remote onboarding was a breeze. I'll share more soon, but so far the remote employee experience alone has me excited about what's to come and everything we're going to achieve together.
Total Engagement: 337
Like
131
Praise
121
Empathy
23
Appreciation
2
#2
Nov 02, 2023
43 comments 3 shares
It's been a minute, LinkedIn. I've been MIA for the last 18 months (!) because I had The Most Important Job to do: Mom. More on that later. But for now, I'm back, and I'm excited to announce that I've joined management consulting firm How To SaaS as VP Marketing on their client services team. I've known Shiv Narayanan Donald Cowper Taylor Moore Tatiana Morand and others for years, so when the opportunity to join the How To SaaS team came about right as I was planning to return to work, I had to jump at it. Helping B2B companies and individual marketers get better at marketing has been my personal mission at two different MarTech companies over the past decade. As a huge marketing nerd, the thought of digging into the marketing strategies of not just one but dozens of technology companies at different stages, in a wide variety of industries, and with a range of marketing maturities was too delectable to resist. And we're hiring! Two content roles were just posted - one on the client services team reporting to Farhad Chikhliwala that will work closely with me, and one internal, working with the lovely and talented Kate Hawkes (link in comments). https://lnkd.in/d-eAs2QZ
Total Engagement: 221
Like
103
Praise
58
Empathy
14
#3
May 14, 2025
10 comments 9 shares
We're hiring! I'm a little over 3 months in here at Coder and can confirm working here is pretty great. The people, the industry, and the benefits are all top tier. Sitting at the intersection of AI and software development at this particular moment in time is fascinating. You could be making a post like this in a few months too if you become our new Senior Demand Generation Program Manager! This role reports to the brilliant Carmella West and collaborates closely with many people across Elle Woulfe's small but mighty marketing team (including me 😊). Check out the job description here and apply if you think it might be a good fit: https://lnkd.in/gNphKt8p
Total Engagement: 124
Like
84
Praise
10
Empathy
6
Appreciation
5
#4
May 25, 2026
11 comments 5 shares
Coder is hiring. A lot. Including a Content Marketing Manager for my team. (Another one.) https://lnkd.in/ecAbuvvJ This time, I'm looking for someone who specializes in complex, long-term content programs, including SEO/AIEO (or whatever we're calling it these days) strategy and custom content from analysts and other partners. Ideally this person is a mid-career content marketer who lives and dies by Asana and can play well with others to develop high-impact marketing assets. Highlights: • Build Coder's search strategy from the ground up. • Fast-growing, experienced scale-up team. • This role can be fully remote anywhere in North America. • Transparent salary ranges in the job description on our website. • Incredible benefits (best I've ever had, personally).
Total Engagement: 120
Like
89
Praise
8
Empathy
5
Appreciation
1
Interest
1
#5
Apr 01, 2026
6 comments 4 shares
Something I genuinely didn't expect when I joined Coder 14 months ago: one day I'd be working on an announcement where our biggest customers led our next funding round. That's what happened today. Coder raised $90M in Series C funding, led by KKR, with QRT, Uncork Capital, and other existing investors joining in. KKR and QRT aren't just names on a cap table (not that there's anything wrong with that). They're very large customers running Coder inside their enterprises, at scale, every day. As a marketer, our growth metrics are hard to ignore: 300% year-over-year bookings growth. 184% net dollar retention. But what gets me really excited about the potential for Coder is the signal underneath those numbers. When enterprises find infrastructure that works, they don't just renew. They expand. They bring it to analysts, data scientists, operators. They build their entire AI development strategy around it. That's what's happening with Coder. And getting to tell that story, at this moment in how software gets built, is genuinely one of the better seats in the house. Excited for what comes next. Link to the news in comments.
Post image
Total Engagement: 114
Like
58
Praise
37
Empathy
9
#6
Sep 16, 2025
6 comments 8 shares
We're hiring at Coder! 👋🏻 On my team: Marketing Manager (Content and Social Media) https://lnkd.in/gDQYAhzx This role will collaborate closely with me and other members of the team to take Coder's content and social media capabilities to the next level as the company scales. Remote in Canada/US. Salary ranges and compensation philosophy included in the job description. (Yay pay transparency!) Other roles we're hiring for: •️ Marketing Manager (Partner and Community) •️ Senior Software Engineer (AI Tools) •️ Software Engineering Manager •️ Enterprise Account Manager •️ And many more! Check out our careers page for the full list: https://coder.com/careers
Total Engagement: 77
Like
49
Praise
10
Empathy
4
#7
Mar 07, 2025
14 comments 0 shares
Whatever your AI tool spits out should not be the version you send to a client. I repeat, DO NOT share v1 from your AI word salad generator with clients and expect them to clean it up before you even look at it. Our team received a number of assets from a large, well-known vendor to review this week. Coder makes open source cloud development environment (CDE) software, but some of these marketing assets referenced: 🙅🏻‍♀️ critical data elements 🙅🏻‍♀️ continuous delivery environments If one of the *checks notes* 1500+ humans who work at this company had reviewed this copy for even one brief moment, they would have noticed and fixed these embarrassing errors before they got to us. We provided a ton of reference material to work from. I, too, am bullish on the long-term potential for AI technology to support marketing efforts. People have been telling me I'll "be out of a job soon" for more than a decade. But every experience like this make me less and less confident that humans can be trusted to implement the robots effectively even in the most basic use cases.
Total Engagement: 72
Like
42
Praise
8
Empathy
7
Interest
1
#8
Jun 16, 2021
2 comments 2 shares
I'm not gonna lie, I panicked a little bit when I read a fear-mongering article headline saying Google is taking browser cookies away from marketers next year. What did it mean for my team's marketing strategy? Luckily, I work with some really smart people here at PathFactory and I asked one of them to join me on a webinar to explain it to me and other marketers like we're five. (Link in comments) Tomorrow Daniel Ng and I will be covering: 🍪 What are cookies anyway? 🍪 First party vs. third party cookies 🍪 The initiatives different browsers are taking in regard to cookies (and why) 🍪 What’s going to happen? The real impact on your marketing tactics 🍪 How the most common B2B marketing tools are dealing with it (incl. MAPs and LinkedIn)
Post image
Total Engagement: 69
Like
53
Praise
5
Empathy
4
Interest
3

ICP Alignment: Developer Tool Buyers & Engineering Leaders

Cassandra’s content and audience align strongly with the developer tools ecosystem — an ICP characterized by technical buyers, engineering leadership, and dev-focused marketing practitioners.

Strong
Dev Tools Brand Affinity
Coder, AI coding tools, CDE
Strong
Hiring Signal
Multiple roles posted, high engagement
Moderate
AI/ML Ecosystem
Evolving from skeptic to participant
Moderate
Open Source Community
Coder is open source, nascent in content

Audience Quality Indicator

Cassandra’s 12.8K followers are notably high-intent. Her hiring posts draw disproportionate engagement relative to follower count — her network actively refers candidates, applies, and amplifies open roles. This suggests a practitioner-heavy audience (marketers, dev advocates, engineering leaders) rather than passive observers.

Strategic Engagement Recommendations

1. Leverage the “Personal Career Arc” Content Engine

Cassandra’s highest-engagement content is deeply personal: returning from maternity leave, joining Coder, sharing the funding milestone from her perspective. Continue the inside-the-building narrative as Coder scales post-Series C. This is her strongest content asset.

2. Double Down on AI + Developer Tools Intersection

Her AI skepticism-to-adoption story is authentic and rare. With Coder positioned at the AI × developer infrastructure intersection, she has unique access to topics like AI coding agents, developer productivity, and enterprise AI adoption that will resonate with her ICP.

3. Activate the Open Source Community Angle

Coder is open source. Cassandra’s current content leans enterprise/marketing. There’s untapped potential in engaging the OSS community — developer-first content, contributor spotlights, and transparent build-in-public narratives would extend reach into the engineering audience.

4. Hiring Posts as Community-Building Tools

Hiring posts consistently generate 60–120+ engagements. Treat them not just as recruitment but as community signals — pair each with a team culture insight or product update to convert job seekers into brand advocates.

5. Increase Posting Cadence with More Practitioner Content

At ~25 posts analyzed over ~5 years (with an 18-month gap), average cadence is ~5 posts/year. The engagement-per-post is strong; increasing to 2–3 posts/month with tactical content marketing insights (like her AI vendor feedback post) would compound audience growth significantly.

Complete Post Index

# Date Content Preview Likes Comments Shares Total
1 Feb 11, 2025 Last week I started a new role leading content marketing at Coder. For me, working with incredible people is always at… 277 60 0 337
2 Nov 02, 2023 It's been a minute, LinkedIn. I've been MIA for the last 18 months (!) because I had The Most Important Job to do: Mom. … 175 43 3 221
3 May 14, 2025 We're hiring! I'm a little over 3 months in here at Coder and can confirm working here is pretty great. The people, the… 105 10 9 124
4 May 25, 2026 Coder is hiring. A lot. Including a Content Marketing Manager for my team. (Another one.) https://lnkd.in/ecAbuvvJ This… 104 11 5 120
5 Apr 01, 2026 Something I genuinely didn't expect when I joined Coder 14 months ago: one day I'd be working on an announcement where o… 104 6 4 114
6 Sep 16, 2025 We're hiring at Coder! 👋🏻 On my team: Marketing Manager (Content and Social Media) https://lnkd.in/gDQYAhzx This role… 63 6 8 77
7 Mar 07, 2025 Whatever your AI tool spits out should not be the version you send to a client. I repeat, DO NOT share v1 from your AI w… 58 14 0 72
8 Jun 16, 2021 I'm not gonna lie, I panicked a little bit when I read a fear-mongering article headline saying Google is taking browser… 65 2 2 69
9 Jan 03, 2024 People are coming out of the holidays and into 2024 ready to get sh*t done in marketing - especially all of the How To S… 43 25 0 68
10 Mar 27, 2025 Dear MarTech vendors adding janky AI writing features to your tools, This is not what marketers want. The copy it writ… 56 4 0 60
11 Sep 07, 2021 I'll admit it. I used to be skeptical of intent data. 🤔 Why would I trust vague actions taken by unknown people at acco… 53 4 2 59
12 Feb 05, 2026 I'm hiring a Customer Lifecycle Marketing Manager at Coder to help us scale customer programs and advocacy as we grow: h… 53 4 1 58
13 Nov 08, 2021 Today has been an exciting day at PathFactory! 🎉 Super proud of this team and how far we've come in the 4.5 years sinc… 48 3 0 51
14 Nov 17, 2021 I'm excited to bring some brand spanking ✨new data✨ from PathFactory's 2021 Content Engagement Report to this content tr… 40 1 1 42
15 May 19, 2021 Two of the most overlooked elements of a virtual events strategy: 1. Co-marketing with partners. 2. Preparing speakers… 24 6 0 30
16 May 14, 2026 Something you should know about me is that bottom of funnel, pipeline-accelerating content is actually my favourite. Not… 26 0 3 29
17 Jun 25, 2021 “We have a lot of work to do. We know that buyers want more relevant, useful and engaging content… in order to get to th… 25 3 1 29
18 Dec 04, 2025 My Spotify Wrapped is dominated by kids music again this year (top song: Wheels on the Bus), so I'm much more excited to… 22 4 0 26
19 Sep 13, 2021 Tomorrow PathFactory's Nick Edouard and Merkle B2B's Sudeshna Sen, Ph.D. are doing a very smart, nerdy deep dive on cont… 19 1 0 20
20 Mar 25, 2022 For content governance nerds 🤓 who struggle to categorize, organize, and curate content for their organizations: Nick Ed… 17 1 1 19
21 Jul 23, 2025 When I joined Coder in February, I was extremely skeptical of AI *anything*. Now I work on videos like this and chat wi… 15 2 0 17
22 Sep 23, 2021 If you're like me and you haven't been able to make it out to all the big in-person events so far this year, Best of #B2… 14 0 0 14
23 Jun 25, 2025 Today Coder launched a new brand to mark the company's shift from CDE startup to enterprise AI infrastructure company, a… 13 1 0 14
24 Mar 24, 2025 How can companies empower developers with seamless, high-performance workspaces while maintaining enterprise-grade secur… 12 0 1 13
25 Feb 10, 2026 UK marketing friends: My colleague Carly Stephens is hiring a Field Marketing Manager to help her grow Coder's business … 9 0 0 9