Marketing generalist – not a hot marketing job


Our communications roles have changed, as have our job titles. Our marketing team of three has two of these “hottest jobs.” But that leaves one of us, me, as just a “marketing generalist.”

Should I be worried?

As reports, “The company stands to gain a much better marketer who understands the big picture, and who can see how one program can fit into a broader corporate strategy.”

While lots of new roles have emerged, someone has to manage the big picture and see how all our communication efforts are working together, conveying a consistent message to our audiences in the most effective way.

That’s the role of the marketing generalist.

I’ve been a one-person marketing and communications department, and I’ve been part of a 12-person department. I’ve worked in agencies and nonprofits. The marketing generalist’s greatest strength is the ability to write, with project management skills and knowing how all the strategies and tactics work together coming in a close second.

In the past few years, another skill has emerged and is gaining steam: data analytics – measuring and analyzing all the data that brands and organizations gather about their audiences.

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