What is a Marketing Generalist?

I often describe myself as a marketing generalist - a professional jack-of-all-trades, if you will. Over the past two decades, I’ve touched on almost every element of marketing, excluding e-commerce.

What always fascinates me, though, is the perplexed look that appears on people’s faces when I tell them I work in marketing - and even more so when I mention I’m a marketing generalist. It’s usually followed by the inevitable question: “So, what exactly do you do?”

Marketing is sometimes dismissed as just the “leaflet department” or a place that makes things “pretty” and “polished.” But the truth is, it’s so much more than that.

A generalist is like the one-man-band of marketing. We don’t specialise in one particular area, but instead, we have the knowledge and experience to contribute across many aspects - from strategy to content creation and campaign delivery.

I wouldn’t call myself a digital marketing expert, but I’ve built and refreshed websites, led digital advertising campaigns, automated email campaigns, and created social media content.

I’m not a PR expert either, but I’ve written press releases, submitted award-winning entries, and secured media coverage across local and national outlets (online, print, TV, and radio).

I’m not a brand specialist, but I’ve worked with leadership teams and designers to create new brand identities, roll out brand refreshes, and develop strategies that build brand reputation.

I’m not a content creator by title, but I’ve created content for social media, websites, campaigns, and newsletters. I’ve been told I have a nose for a good story, but the real skill lies in being a great storyteller - crafting a compelling narrative that engages audiences on an emotional level.

I’m not a campaign manager, but I’ve delivered national and regional B2B and B2C multi-channel advertising campaigns across the full marketing mix.

I don’t specialise in event management, but I’ve organised large corporate training events, award ceremonies, round tables, seminars, workshops, and coordinated sponsorship packages with exhibition stands at various trade shows across the UK.

What I am is a strategic doer. I work with organisations to untangle their business challenges and develop marketing solutions to help solve them. I specialise in creating and implementing marketing strategies that focus on areas with measurable impact. I bring these strategies to life - whether through copywriting or graphic design - creating my own marketing assets and delivering compelling campaigns that drive results.

So, what is a marketing generalist? I describe myself as a marketing jack-of-all-trades, but you could also call me a professional plate-spinner. I have the skills and experience to apply myself to any area of marketing, providing a one-stop-shop for businesses in need of someone who can think strategically and deliver real impact.