Hey there, happy Friday,
Two weeks ago, I spoke at my alma mater (go Cards!). What started as a 15-minute talk on content marketing turned into a 30-minute AMA on skills, job opportunities, and career growth.
See, that's me 👇
See, that's me: speaking to students at my alma mater.
It was a blast. The students asked great questions, sharp, insightful ones that really made me think, and I wanted to share some highlights with you.
What are the top skills a marketer needs today?
- Customer Research: Know your audience deeply. What are their goals, their pain points, their motivations? Great marketers are obsessed with their customers because everything we do starts with understanding them.
- Writing: If you can't write, you can't market. We're communicators. Whether it's web copy, ads, social posts, or emails, writing is foundational. It's about communicating clearly and persuasively. You need to craft messages that resonate and drive action.
- Data Analysis: Show your impact. Every project needs a scoreboard. No one cares about effort. They care about outcomes. Learn to pull the numbers that matter, and use them to tell a story about your results. It's not just about reporting. It's about proving you make a difference.
- Creative Taste: You don't need to be a designer, but you need to know what good looks like. Understand what makes good design, what makes a compelling video, what's trending in culture. The best marketers balance creative instincts with data. They know good content when they see it.
How do you advance your marketing career?
- Work for the smartest person in the room: Find someone who will challenge you and help you grow. Jordan DiPietro, CEO of Hampton, once told me to 'be the number two.' It means finding the best leader you can, learning from them, and becoming invaluable in their success. This advice is gold: your growth skyrockets when you're close to talent.
- Outwork everyone: Effort often trumps talent. Kate Dobbs, former CMO of Fresenius Medical Care, taught me this in a way I'll never forget. She once drove straight from our office to the airport after work to catch the CEO, just so she could pitch the idea of creating a digital marketing team. The next morning, she had our team putting together a vision, resourcing plan, and projects for the senior leadership. The pace she set was relentless and inspiring. She showed me that leaders don't just talk. They act, and they act fast.
- Say yes to impactful projects: I learned this from Kieran Flanagan, SVP of Marketing at HubSpot. During an acquisition, he pushed me to focus on high-impact projects, the ones that truly moved the business forward. He taught me to prioritize what mattered most and ignore the rest. That focus was a game-changer: what can you do today that will make the biggest difference for the business?
- Stay curious and keep learning: I had a journalism professor who assigned us to read a news article and summarize it every week. It was only 200-300 words, but I hated it. Still, it taught me to stay informed, and it's something I've valued my whole career. Now, I consume as much as I produce, whether it's reading, watching, or listening. It's how I stay sharp. Generalists are invaluable because they can adapt and contribute in so many ways.
What does AI mean for marketing careers?
Yes, some companies are cutting jobs. AI is shifting the landscape, but it's also creating new opportunities. Roles are changing, but marketing isn't going anywhere. AI is making us more productive: research, ideation, editing, analysis, all faster.
The real magic is in how it helps small teams punch above their weight.
We're seeing startups do incredible things with just a handful of people. More new grads will work at small and midsize companies. These companies are leveraging AI to compete with larger players, and they're becoming more attractive places to build a career. There's real opportunity beyond the big brands.
What I'd tell anyone early in their marketing career
I left that talk energized. The students' curiosity and enthusiasm reminded me why I love this industry: it's creative, always changing, always challenging, and there's always something new to learn.
If you're early in your marketing career, focus on the fundamentals: understand your customer, communicate well, measure your impact, and develop your creative taste.
If you want to advance, put in the work, find great mentors, and say yes to the projects that scare you. I'd love to hear from you. What do you think are the most valuable skills for marketers today?
What's the best career advice you've ever received? Let me know.
Until next time ✌️
Kyle