Is brand/creative strategy considered too generalist for in house? I keep getting feedback that I'm not specialized enough. I have a good 8-10 years experience (did switch over from a non-strategy but complementary role). Or does in house really not want agency peeps?

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I’ve only had a dedicated brand/marketing strategist role on the client side once. And it was in a huge, highly-matrixed organization. Midsize and smaller orgs will expect you to manage a specialty area and then you can use your brand/creative chops to set yourself apart and move toward being a leader in the department.

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At least you’re getting feedback lol. What do they want you to be more specialized in?

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Might be. At least at a lot of start-ups, the ones I’ve been at anyway, the “strategy” function usually comes from other departments or roles. I’ve never been in a start-up that had a dedicated strategist, brand/creative or otherwise.

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I’m an in-house brand strategist and have always felt like they value more generalist thinkers who can work across lots of areas, but my boss does like to hire “digital” strategists. I’ve never been super specialized but came from more of a digital/content strategy background. What are they looking for specialty in?

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Yes - digital marketing but seems like they prefer specialists like someone that only does influencer marketing or social/community mgmt or performance marketing (that's a common one). Not so much launching integrated marketing or brand left campaigns... But maybe I'm just not positioning myself right.

What kinds of roles (titles) are you targeting brand side? I’m looking at in-house product marketing roles and having a hard time getting interest for similar reasons I assume. Seems like without corporate titles on my resume it’s harder to get in the door from an agency background.

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Same..either brand or product marketing or ideally integrated marketing manager roles but have never gotten real interest.

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Maybe. I also think it's just the market. Where are you based?

It depends on what kind of business you’re trying to work for in-house. F500, F100 companies in some verticals will have much more specific reqs

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