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You sound like more of a D-shaped Marketer.
lol. Say more!
“T-shape” has a lot to do with career progression and broadening your skill set. But it’s more than “just generalists”.
The root of the is what ever specialist skill you grounded your experience in (market research, digital, social, analytics, etc). The idea that as you progress you sculls in adjacent areas.
It’s harder to move from practitioner to leader if you’re only seen as a one-skill specialist.
Depends on your level. I run a pretty multi-disciplinary stray team.
For Jrs I’m either hiring for a deliverable and often that means someone with some specialist knowledge (analytics to generate the reports I need, social for community mgmt, marketing fundamentals for brand planners, etc).
I’m not really hiring or promoting anyone to a Director level if they aren’t T-shaped across 3+ areas.
Specialists can command higher pay, but they have a harder time finding the perfect job that will be for their specialization right now. Companies are cutting back, and that means paying somebody as low as possible for as much work as possible.
Definitely true. It’ll be interesting to see if it flips back when things start to improve. Curious if this will be a permanent change.
They are absolutely underpaid for all that they bring to the table. Companies nowadays are paying a person for one job while they are doing the duties of four people. It's the best way for the company to save money, honestly.
It is sad to know this occurs. Low pay combined with ridiculous work hours is just a bad career recipe
Mentor
I think it depends a lot on the trajectory of the company. If your scaling then generalists thrive and will grow with the company and lead teams. If your company is in decline then you’re just taking on more roles and there is no path to advance.
Mentor
Mostly agree — but the framing matters. T-shaped gets sold as versatility and gets paid as a convenience. Specialists command $120–160k because the scope is defensible; generalists doing four jobs are often capped at $90–110k because none of the four are "owned" on an org chart. The exception: generalists who position themselves as operators — people who can build and run a full marketing function without headcount — can clear $130–150k at growth-stage companies that need exactly that. The trap is letting a company define your shape. If you're broad, own the narrative: you're not "capable in SEO" — you're someone who can audit, prioritize, and hire into any channel. Has anyone successfully made the specialist-to-operator transition without taking a pay cut to do it?
So interesting. Can you elaborate?
Interesting! I think that this is very prevalent for marketing, and often times they should get paid more. I know that companies are often looking for individuals who possess knowledge in a variety of areas, but they also don't always specialize in these areas so their knowledge is often limited to the basics. Because of this I do think that those who specialize would be better off getting paid more, just because it takes a lot more to know the ins and outs of an area