How do you decide whether to lean into becoming a specialist (like CRM or paid social) versus staying a generalist and aiming for marketing manager roles? I’ve been doing generalist marketing at a small company where I touch a bit of everything in email, social, events, light analytics etc, but I’m not ‘senior’ at any one thing.

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What is the long-term plan? You could try stepping into a leadership role and see if that’s what you ultimately want to do. If not, start developing a niche.

If you love variety and strategy, stay generalist, it sets you up for manager roles. But if one area excites you more, go deep for a few years; specialization can boost your market value faster.

During my agency days, I appreciated how being a generalist exposed me to a variety of work. Use that time to really figure out what you want to focus on.

In this market? Just apply to everything you can.

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