Nik Zavgorodniy is the Head of Engineering at Mutinex, a marketing tech company building AI-powered marketing attribution and measurement platforms that help brands understand where their marketing dollars actually deliver ROI. Nik explains what it's really like to build marketing tech software and the complex technical landscapes that engineers at Mutinex operate across.
The marketing industry is undergoing its biggest shake-up in decades. For years, platforms like Google and Meta have been the gatekeepers of marketing data, essentially telling brands "trust us, your ads are working" without real transparency or granular attribution data.
That cozy arrangement is changing fast. Apple's iOS 14.5 privacy changes gutted traditional mobile tracking. GDPR and similar privacy regulations are forcing fundamental changes in data collection. Third-party cookies are finally being deprecated. Meanwhile, brands are demanding first-party data solutions and real-time attribution that actually shows which marketing investments drive growth. Brands need sophisticated measurement, optimisation, and automation tools to survive.
As growth targets rise, ensuring marketing dollars are hitting the mark is high on the priority list for marketing teams at mature corporates and scaling operators alike. Mutinex’s platform challenges outdated and incomplete methods of measuring marketing results with a comprehensive data-validated, AI-powered approach fit for today’s complex marketing environment.
At Mutinex, engineering teams are building the technology stack that's making traditional media agencies obsolete. By combining cutting-edge infrastructure with sophisticated data science, they're solving one of the most complex challenges in modern business: delivering real-time Marketing Mix Modeling (MMM) at unprecedented scale.
Nik helps to explain the complex challenges his engineering team is tackling to deliver MMM for clients.
Mutinex engineers tackle a challenge that would overwhelm traditional systems: billions of data points flowing from hundreds of disparate marketing platforms, each with its own APIs, rate limits, and formatting quirks. But this isn't just about processing data - it's about building the intelligence engine that powers the future of marketing.
The platform transforms this chaos into validated ROI insights that C-suite executives trust for million-dollar decisions. Every model, every pipeline, every line of code contributes to the Theseus AI "Marketing Brain" - a system trained on over $7 billion in media spend across 100+ global brands that gets smarter with each interaction.
Working with Google Cloud's latest innovations, Mutinex teams architect systems that elegantly handle massive data flows while turning complexity into clarity. These aren't just ETL pipelines - they're intelligent systems that understand context, identify patterns, and adapt as clients grow.
The platform navigates the messy reality of marketing data: inconsistent campaign naming, seasonal variations, cross-channel effects, and the complex interplay between online and offline activities. Engineers build robust, scalable solutions that maintain perfect data lineage while processing streaming data from social platforms, search engines, programmatic systems, and traditional media channels.
Speed matters when campaign decisions can't wait for monthly reports. Mutinex engineers have built an architecture that represents a masterclass in modern system design - where every campaign change flows through attribution models and surfaces in dashboards within seconds.
Teams implement sophisticated event processing systems that balance analytical depth with real-time responsiveness. Proprietary machine learning models don't just analyze the past but predict the future, all while maintaining sub-second query performance that makes dashboards feel instant. This is engineering at the intersection of distributed systems, machine learning, and statistical computing.
Mutinex has embraced AI as a force multiplier across the entire stack, from day-to-day tools to the product features. Engineers leverage cutting-edge AI tools to accelerate development, allowing them to focus on higher-level problem-solving and tackle ambitious projects that would traditionally take months in just weeks.
The recent launch of 'Data Maite' showcases this innovation in action. This AI-powered feature deploys intelligent agents that automatically categorize and clean massive datasets, transforming chaotic campaign names and inconsistent taxonomies into analysis-ready data. What used to take data scientists weeks now happens automatically—accelerating time-to-insight from months to minutes.
Beyond automation, engineers are pioneering generative AI systems that feel like having a world-class data scientist on demand. These systems interpret natural language queries about marketing performance, surface non-obvious insights from attribution models, and recommend optimization strategies based on statistical analysis across multiple time horizons.
Using advanced statistical frameworks, the team builds transparent, explainable models that separate signal from noise, account for everything from seasonal patterns to competitive dynamics, and predict performance across countless scenarios. This is the foundation of Mutinex's vision—where measurement is a predictive, always-on intelligence system.
“What excites me about our engineering team is the breadth of problems they get to solve. In a single week, an engineer might be optimising distributed systems for processing terabytes of marketing data, creating product proposals to drive user value, and building AI features that directly impact how our clients allocate million-dollar budgets. It's rare to find that combination of technical depth and immediate business impact.”
Nik Zavgorodniy, Head of Engineering at Mutinex
Every technical challenge solved at Mutinex directly impacts how the world's leading brands allocate billions in marketing spend. Engineers aren't just writing code - they're building the autonomous orchestration platform that makes traditional agencies redundant, replacing guesswork with data-driven answers that drive real business growth.
The career acceleration opportunity is significant - rapid skill development across multiple domains, working with cutting-edge AI technologies, in well-funded, fast-growing company tackling massive market opportunities.
“At Mutinex, we're looking for engineers who get energised by complex problems that don't have obvious solutions. The engineers who thrive here are the ones who want to build systems that have never been built before, work with cutting-edge AI technologies, and see their code directly influence how some of the world's biggest brands make strategic decisions.”
Barbara Ramirez, Head of Talent at Mutinex
Barbara Ramirez (Head of Talent at Mutinex) and Fred Callaghan (Head of Talent at EVP) are actively building out their team and looking for engineers excited by the intersection of AI, statistics, and massive-scale data processing.
