Marketing Generalist vs. Marketing Specialist
You’ve identified the need to hire marketing help, but now you need to determine the right addition to your team. Should you hire a marketing generalist, such as a marketing manager, marketing coordinator, or marketing director? Or would a marketing specialist, like a social media marketing manager, email marketing manager, or product marketing specialist, be a better fit?
To decide, start by reviewing your goals and the challenges your business is facing. Why do you need to hire? What specific tasks will this role be responsible for? Then, take a closer look at your overall marketing objectives. Are you aiming for more sales, increased brand awareness, or stronger connections with your customers?
Once you’ve reflected on your goals and pain points, return to this blog post to explore the differences between marketing generalists and specialists. By the end, you’ll have a clear understanding of which role is the best fit for your team.
What Is a Marketing Generalist?
A marketing generalist is often described as a jack of all trades and a master of none. Their role involves having a broad understanding of various marketing areas without specializing in one specific field. For example, while they may implement a social media marketing plan, they are unlikely to stay up-to-date with every algorithm change or trend because they juggle multiple responsibilities. A marketing generalist might also manage a team of marketing specialists.
The Benefits of Hiring a Marketing Generalist.
Why hire someone with a more surface-level understanding? Marketing generalists can be a great choice for small teams with limited resources or large teams with many specialists. These professionals are highly adaptable and accustomed to juggling multiple responsibilities. They offer a big-picture understanding of marketing campaigns, making them a cost-effective and strategic option for brands running campaigns across multiple channels.
The Drawbacks of Hiring a Generalist.
The main downside of hiring a marketing generalist lies in the name—they have general knowledge rather than specialized expertise. This can result in a lower ROI compared to hiring a specialist, as they may not have the time to dedicate to in-depth knowledge growth in any one area. If you operate in a highly competitive market with specific goals, a marketing generalist might not be the best choice. However, if you’re a small team looking to grow your marketing efforts, a generalist can be the perfect place to start.
What Is a Marketing Specialist?
Marketing specialists are the opposite of generalists. They have deep expertise in a specific area, such as social media marketing, SEO, or advertising. Specialists excel in their niche but often need to work as part of a larger team. For example, a team might include a social media manager, an email marketing specialist, and an advertising strategist, all collaborating to execute a comprehensive marketing strategy.
The Benefits of Hiring a Marketing Specialist.
A marketing specialist’s job is to stay updated on industry changes, making them highly effective in their area of expertise. Specialists tend to deliver a higher ROI because their knowledge and skills are focused. They’re also more time-efficient, as they are well-versed in the tools and systems related to their field. For example, a social media manager will stay on top of platform updates and trends to ensure your brand’s social media presence is successful.
The Drawbacks of Hiring a Marketing Specialist.
While marketing specialists are experts in their niche, you’ll need multiple specialists to create a well-rounded marketing team. This can lead to gaps if roles are not filled strategically. For example, if you hire a social media manager but lack a website specialist, you might drive traffic from social media but experience a high bounce rate due to an under-optimized website. This can result in wasted resources and unrealistic expectations for your social media expert.
The Deciding Factor Between a Marketing Generalist and Specialist.
The choice between a marketing generalist and a specialist comes down to your budget and team needs. Either way, which ever role you hire should collaborate with your sales and operations team to align your messaging, share audience insights, and fine-tune your brand’s tactics. Use the decision tree below to help guide your decision:
Need Help Hiring a Marketing Specialist or Marketing Agency?
At Faith Wachter Consulting, we specialize in social media marketing with over 30 years of collective experience. We know all the nuances of social media marketing and are here to help.
If you think we’re the right fit for your hiring needs, book a Discovery Call. During the call, we’ll discuss your marketing goals and recommend custom solutions tailored to your needs.
Want to know what to expect in a Discovery Call? Check out this blog post. Whether we’re the right solution or we refer you to one of our trusted partners, we’ll help you get the support you need.
