Meet the [Gen] Marketer of the Future

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I’ve stopped rolling my eyes at startup marketing roles that ask for a marketer who can do it all. You know the job descriptions I’m talking about: The ones that ask for marketers who can orchestrate campaigns and strategies across product marketing, growth marketing, and content & brand. But IMO, these roles aren’t out of touch anymore. They’re the new norm.*

Your career as a marketer depends on becoming more well-rounded marketer, who is well-versed in AI. Today, most scaled-up marketing teams are made up of specialists, with only a handful of generalists connecting the dots, usually in management roles. In the (near) future, this will flip: The majority of marketers will be generalists.

In this new world, the job of a marketer is different. You’re no longer just responsible for a single marketing sub-function. You need to understand how to connect fuel and engine, how to orchestrate across product marketing, growth, and brand, and when to lean on AI—or not.

This is what’s required to stand out in an AI-driven world where channels are saturated, content is infinite, and products are easier than ever to build (or copy). In a landscape this fragmented and fast-moving, specialists alone can’t keep pace. Generalists who can flex across functions, stitch together AI and human work, and orchestrate end-to-end campaigns are the ones who will thrive.

This new role is about to take over B2B marketing; I’m calling it a Gen Marketer!

And yes, I do like to poke fun at the constant rebranding of marketing roles, but I couldn’t help myself here. We need a new name for this new role…and at least I didn’t strip “marketing” from the title and call it an “engineer”!

*Note: I still think many marketing teams are understaffed and need more marketers to get the work done, but I don’t think job descriptions asking for a well-rounded skillset are the problem. The problem is we don’t have the