Industry Experience Doesn’t Matter

Exceptional marketers aren't confined to a specific industry. They are distinguished by their ability to learn quickly and lead effectively.

Too many companies still filter for vertical experience:

• SaaS wants SaaS people.

• CPG wants retail veterans.

• D2C wants a Shopify whisperer.

But here's the thing: Effective marketing is all about context. Exceptional marketing, on the other hand, is adaptable across different situations.

Yes—industry nuances are real.

In SaaS, we chase leads. You nurture buyers across six stakeholders and a 6-month cycle to build consensus.

In CPG, we chase velocity. You have 3 seconds on a shelf—or a feed—to get noticed and provide clarity.

The nuance matters, but the ability to reverse engineer it? That’s where strategy lives.

Get yourself a deep generalist with:

→ Strategic range

→ The instinct to decode buyer behaviour

→ The creativity to reimagine the playbook

→ And the ability to use AI to move faster, test smarter, and turn insight into impact

Playbooks serve as starting points, not definitive guides. In most cases, they require revision anyway.

Stop focusing solely on candidates with experience in specific categories. Instead, prioritize hiring individuals who have the ability to create and develop new categories.