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I would say this is dependent on the size of the company. A smaller company you’ll do better as a generalist. In the larger companies, you’ll see more niche roles.
I’m seeing a weird barbell: smaller companies want “own everything” generalists, bigger orgs are hiring for narrow specialties like lifecycle, product marketing, or SEO. If you’re mid‑level, being a “T‑shaped” marketer (broad base, one deep spike) seems safest.