How challenging is it to transition from programmatic to a social, digital direct, or media planning role? I’m applying for jobs but it seems like I’m pigeon holed into programmatic and I want to get out of it.

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Tell your current agency that in an effort to be better at your current role and understand more about omnichannel strategies/integration, you want to learn more about the other channels. Ask to shadow your peers in other channels and/or sit in on planning meetings. Ask them for access to the platform certifications and to join vendor presentations.

As you move up in seniority, you’ll need working knowledge of more channels. So position your efforts as trying to become more valuable for your current agency 😉

There are also a number of online courses as well.

Then you can update your resume and call yourself a “performance marketer” and add omnichannel and cross-channel to your descriptions.

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this!

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I’d say there’s a real lack of decent prog people in the industry right now - can you find somewhere that’s a halfway, prog planning director or something?

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If anything, that serves as a benefit given how programmatic as a solution has grown. Something will stick. It’s probably a resume thing. Talk about your experience dealing with partners within the programmatic marketplace and you’ll be fine.

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