Join Michelle Boland, MBA, as she shares her insights from her time in agencies to leading big marketing teams, Michelle breaks down why being versatile matters – even when everyone’s talking about specialising.
Want more goodness? Access the whole of Summer School here.
ABOUT YOUR TEACHER MICHELLE BOLAND
With over 20 years broad marketing experience, Michelle is the marketing muscle needed to grow any business. With B2B, B2C and D2C experience all in her back pocket, her creativity is only rivalled by her commerciality. Michelle’s drive for marketing excellence and innovation feeds through into the campaigns she weaves across the channel spectrum and her love of brand and martech means she can geek out on several levels.
Follow her on LinkedIn: here
Michelle Boland
My role as a director or a chief is to try and encourage everybody within that room to take part in whatever level they’re able to and to understand how it’s being put together, how a campaign is created, and to really work with them to increase that knowledge so that next time, I don’t have to do all of it. Actually, they can do some of it.
Navigating Your Marketing Career: Should You Be a Generalist or a Specialist?
Navigating your career can be hard. Specialists are experts in one particular area of marketing: think social media managers, PPC wizards, or content strategists. Their deep, niche expertise is ideal for companies seeking targeted solutions or advanced technical skills.
Generalists, on the other hand, have a broad knowledge base that spans multiple areas of marketing. They adapt quickly and connect the dots between different functions, making them valuable in startups, small businesses, or roles requiring holistic oversight.
As Michelle Boland notes, “I think there is something to be said for people wanting to get more bang for their buck in terms of employment, and therefore, [generalists] can be seen as a more attractive hire.”
Pros and Cons of Both Career Routes
The Case for Generalists
- Big Picture Thinkers: Generalists can design and oversee integrated marketing strategies because they understand how various channels and tactics work together.
- Career Adaptability: In a rapidly-changing environment, being able to pivot and take on new tasks is crucial. “It really helps to focus the mind on the breadth of what’s possible… you’ve got that innate knowledge rather than relying strictly on lots of other people,” Michelle shares.
- Attractive to Growing Teams: Employers or clients wanting agility, and the ability to cover many bases with a smaller headcount, often gravitate towards generalists.
Potential Challenges:
- Misunderstandings: As discussed, there’s a common misconception that generalists are either “a jack of all trades, master of none,” or magically experts at everything. In reality, no one marketer can (or should) do it all.
- Job Descriptions Gone Wild: Many junior marketers feel pressure to “be everything.” This can be overwhelming, leading to self-doubt or burnout, as Fab points out, “I think as a marketer who’s been there for a while, I kinda know some of the boundaries… but as new marketers, you can feel really down when you think this is a junior position, and it sounds like you’re being asked to create a rocket to go to the moon.”
The Case for Specialists
- Deep Expertise: Specialists can demand premium salaries and are in high demand for roles that require cutting-edge skills in one focus area.
- Clear Value Proposition: It’s easier to “market yourself” as the go-to expert in one domain, especially for freelance or consultancy paths.
Potential Challenges:
- Career Flexibility: It can be harder for longtime specialists to pivot into generalist or leadership roles if they haven’t developed broader experience.
- Narrow Roles: Some specialists may eventually feel pigeonholed or limited if they want to explore other areas.
Choosing Your Path: Advice from Michelle Boland
Start Broad, Find Your Strengths
Both Fab and Michelle recommend that newer marketers try a “smorgasbord” of roles and projects early in their careers. Exposure to agencies, different types of clients, or varied marketing disciplines can help you discover where your passion and aptitude align.
Check Your Motivation and Curiosity
Michelle advises, “If you find something that you just live and die for… brilliant. Do that until something else becomes your joy.” But don’t label yourself too soon. Research roles, explore adjacent skills, and be honest with yourself about what you enjoy, not just what you can do.
Communicate Your Value, Whichever Path You Choose
If you’re a generalist, focus on your ability to connect functions, drive holistic strategy, and empower others with your broad perspective. Specialists should highlight their cutting-edge knowledge and successes in a focused domain. Always use examples from your own work to illustrate your impact.
