Aja Frost

I've spent the last decade at HubSpot building the growth engine — and for the last two years, I've been doing something most marketing leaders are still figuring out: making a brand visible in the age of AI. When I saw in late 2022 that ChatGPT and other LLMs were about to fundamentally change how people find software, I pitched leadership on a cross-functional initiative to get ahead of it. The result: HubSpot became the most visible CRM in LLM responses, with citations up 4000%+ and AI-referred demand up 1850%+. That work meant working across growth, product, engineering, brand, product marketing, and comms to define a coherent vision — and then building the team, tools, and process to execute it at scale. The initiative culminated in HubSpot's acquisition of Xfunnel and the launch of HubSpot AEO — taking a strategic bet from pitch to product. Outside of HubSpot, I co-founded Platonic Love, a newsletter with 41K followers — because I love to build audiences.