This blog defines a critical shift in how marketing work gets done in the age of AI, not just using AI, but managing it. It introduces the concept of the Positionless Marketer as a Superworker, empowered marketers who take control of strategy, execution, and outcomes without waiting on others. By embracing this mindset, marketers can move faster, personalize at scale, and stay competitive in a rapidly evolving landscape.
The Big Picture:
Marketers must evolve from AI users to AI managers, orchestrating intelligent agents to execute strategy, not just complete tasks.
Positionless Marketing empowers individuals to act without silos, giving every marketer access to data, creative tools, and optimization power instantly and independently.
True marketing independence is rooted in human judgment, with AI handling execution while marketers lead with strategy, creativity, and insight.
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The Big Picture
The rise of the Superworker, as described by Josh Bersin, introduces a powerful framework for understanding how AI transforms productivity and performance. But at Optimove, we’re seeing something even more specific: the emergence of the Positionless Marketing as a Superworker.
These are not just AI users. They’re AI managers.
These are marketers who no longer operate within the traditional confines of role-based workflows. They don’t just use AI tools for assistance. They orchestrate them. They don’t ask AI to write a subject line. They deploy a system of intelligent agents to test variants, optimize send times, match tone to audience segments, and learn from results in real time.
From Doing the Work to Designing the System
The Positionless Marketing Superworker doesn’t spend hours stitching together data, writing briefs, or waiting on creative. They define the problem, instruct the system, and supervise execution. In this model, independence is not isolation. It’s self-sufficiency, enabled by orchestration.
In the past, a campaign required collaboration between analysts, copywriters, designers, developers, and marketing managers. Now, one marketer can instruct an AI to execute and make decisions to:
Pull segmented audiences based on predictive behavior
Generate personalized content for each audience cohort
Run multivariate testing
Optimize based on conversion metrics
Orchestrate across channels and trigger journeys based on real-time engagement
This isn’t about faster execution. It’s about a fundamental shift in who’s in control.
What It Means to Be Positionless
Positionless Marketing, pioneered by Optimove, frees marketing teams from the limitations of fixed roles. It gives every marketer the power to execute any marketing task instantly and independently. That’s because the Positionless Marketing Platform provides three transformative powers:
Data Power lets anyone immediately discover customer insights for precise targeting and hyper-personalization without waiting for engineers.
Creative Power lets anyone instantly create channel-ready assets like copy and visuals without waiting for creatives.
Optimization Power lets anyone run campaigns that optimize themselves through automated journeys and testing without waiting for analysts.
Positionless Marketing isn’t just a strategy. It’s a structure for independence, a new way to work where marketers don’t have to wait on anyone to act.
For example, generative AI has often been reduced to a writing assistant. That thinking is already outdated. The real leap comes when marketers realize AI isn’t here just to help write emails or ad copy. It’s here to co-create, co-analyze, and co-decide.
What separates the Positionless Marketer as a Superworker is mindset. They move from asking AI to complete a task to guiding AI through a strategy. The tools aren’t just productive, they’re proactive. With the right orchestration layer, marketers can:
Set strategic goals and let AI agents optimize campaigns against those benchmarks
Identify underperforming segments and instruct AI to test new approaches
Use generative design to refresh visuals based on performance insights
Delegate entire marketing journeys to automated agents while staying in the loop for high-level governance
The Role of Judgment in the Age of AI
The Positionless Marketer as a Superworker doesn’t disappear behind automation. Quite the opposite. They become more visible, more strategic, and more valuable.
AI excels at execution, iteration, and pattern recognition. But it still relies on human judgment for:
Understanding brand voice and values
Aligning campaigns with larger business goals
Asking the right questions about data
Overriding when the machine makes suboptimal decisions
This is the essence of the new independence: marketers are no longer limited by capacity or role. They lead with judgment and let AI handle the mechanics.
From Tactics to Outcomes
The end result? Marketers who deliver faster, more personalized, and more effective campaigns. Not because they do more. But because they do less of the wrong work and more of the high-value thinking.
At Optimove, we call this Positionless Marketing. It’s a system, powered by AI and orchestrated by humans, where marketers are liberated from silos and empowered to execute any task instantly and independently.
A New Independence for a New Era
On any Independence Day in any country, we celebrate the freedom that defines our culture. It’s time to recognize a new kind of independence taking root in our work. The Positionless Marketing Superworker represents a new era of freedom, the freedom to act, create, and lead without limits.
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AI is not replacing marketers. It’s unchaining them.
Marketers who keep waiting for resources, instead of stepping into their new independence with AI, will miss the moment, and, more importantly, miss the critical moments that matter most to the customer.
To drive true independence as Positionless Marketers, they must evolve into Superworkers and train AI to execute and make decisions, while they lead the strategy.
For more insights on how to supercharge your marketing strategies, contact us.
Rony Vexelman is Optimove’s VP of Marketing. Rony leads Optimove’s marketing strategy across regions and industries. Previously, Rony was Optimove's Director of Product Marketing leading product releases, customer marketing efforts and analyst relations. Rony holds a BA in Business Administration and Sociology from Tel Aviv University and an MBA from UCLA Anderson School of Management.
