Cloudflare’s New CMO Jeff Samuels: Why Brand Wins, Marketers as Context Engineers

In this episode of This Week in NET, host João Tomé is joined by Cloudflare’s new Chief Marketing Officer, Jeff Samuels, to explore how marketing is evolving in the age of AI.

We discuss why brand still wins, how marketers are becoming “context engineers,” and how Cloudflare connects deep technical products to clear narratives that resonate with customers.

We also touch on the role of real-world events like RSA Conference, where Cloudflare will be present, and why in-person moments still matter in an increasingly AI-driven, digital-first world.

⏱️ Timestamps

01:44 — News roundup (AI, policy, product updates)

03:25 — Meet Jeff Samuels (Cloudflare CMO)

04:07 — Background: startups, policy, global experience

06:46 — From product to marketing mindset

08:25 — Lessons from OpenDNS and Cisco

11:47 — Marketing in tech: empathy and understanding systems

13:27 — Lifecycle marketing and customer connection

15:05 — Why Cloudflare (people, mission, opportunity)