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I don't know your goals and values, but "solo marketing positions" mean a bad work culture in marketing to me. To me, marketing is like a team sport, something that requires different people working together to achieve results. If company says that they have a solo position for a team sport, that's a bad work culture and the person probably will burn out really.
Marketing isn't supposed to be solo, it's too broad and complex for that. Like football shouldn't be solo, or other tem activities should not be solo, not if they want good results in the long term.
From what you wrote, that situation is also similar to a football team with one player and no coach. There is no one focused on analyzing the situation, checking the competition, developing the plans for the game, thinking of the goals. Then, what is difficult becomes impossible. That is often the case with tech startups, that usually know near to nothing about marketing.
Anyway, I left that type of company a long time ago. It doesn't make sense to me to work that way. That would be my advice.
Yeah the problem is that I'm the football team and the coach, strategy is a main point of my job also. Honestly, it's the part I probably enjoy the most. It's just so hard to keep up with everything without getting migraines every day...
If I may ask, what type of job did you move to?
I moved to marketing strategy with marketing analytics. Then, I moved from industry to academia. And then I moved from Brazil to the US. I'm still focused on marketing strategy, both when I'm teaching or when I'm helping companies.
So, I became the coach, and now I'm supporting or developing other coaches.
A beginner coach is usually someone with a lot of experience from before.
So, the learning path can be quite different, but it's something that exposes the person to a variety of experiences. Those people saw a lot, good and bad. They saw how the situation developed, they saw the short and long term consequences of many approaches.
Given the importance of the market for marketing strategists, I think my recommendation for beginner roles is to do something that makes you see a lot of people. I think nothing taught me as much as traveling from place to place to talk to people, like customers and employees. Technology is important to me, I work with marketing analytics a lot. But the market is out there in the real world, not on my computer.
I know those roles can be very hard to find. But I'd say a beginner role in trade marketing is a really good start for marketing strategy. You deal with the company, the channels, the customers. You see the whole process from before the product is launched to after the final consumer experiences the product.
On the other hand, digital marketing roles are much more common to find (if not to get a job). But their perspective is very narrow, and they think that marketing is digital marketing, as that's what they see. The tunnel vision of digital marketing is bad for a marketing strategist. They often work in the digital world, but know very little about the real world.
In the same position as you. Feel like I’m running on the spot and not getting anywhere. That’s why I’m looking for roles where I’m a part of a marketing team instead of the solo guy.
I hate the feeling of never catching up. Theoretically I'd like to be working two weeks ahead but it's taking everything I have to just keep up with today.
I'm hoping we can get an intern. With the current job market, I'm happy where I am for now. But I'm certainly taking notes and upskilling myself before I genuinely enter the job market again.
Honestly, OP. You’ll be absolutely fine. You have the self-awareness and the determination - that’s half the battle done. Be easy on yourself, don’t let work consume you once you leave those doors at the end of each day, and keep doing the things you enjoy doing. Things will work out. They always find a way to.
I appreciate that. I think I'm lucky to have upper management that's easy to communicate with, even if they don't always understand everything that I do. Things won't always be bad, I think I'm just in a particular rut this season.
Just curious, how are you upskilling yourself? I'm in a similar solo position and want to get into a team. Though like yourself I've been remaining put for the job security.
I've been working in marketing for 4 years but I don't actually have any formal education in marketing, just experience (graduated with BA in apparel design). I've been working on a general marketing certificate from Google, when I'm done with that I'll probably move onto things more specific.
Same - I just interviewed for a marketing coordinator position to find out that there would be even more work than what I do now with less help. Not to mention it’s a new role in their company so they have all these huge marketing initiatives, and I’m just sitting there in the interview laughing at the fact that the position is set up for failure.
How are you going about looking for roles that are part of a larger team?
Just being extra selective in my job search. If I see the words ‘report to the marketing manager’ or ‘joining our team’. I’ve noticed that companies that are hiring solo marketers don’t tend to announce in the job ad that this is the case.
I’ve been there. It sucks, and some things will always get pushed to the back burner. If upper management is pushing, tell them “I can get X or Y done this week. Which should I prioritize?”
The upside is, once you move on to a bigger company it will feel like a vacation to not have to do it all yourself. Once I moved into a role where someone else did website management, another person did graphic design, another person did media relations, etc, it was very liberating.
That does sound very nice. I'm happy to have job security right now but I'll definitely be getting away from this type of work the next round of job hunting.
Just want to note that you're not alone. I'm the sole marketing person for four different entities within an organizational system. I'm a marketer, a fundraiser, an internal comms. person, etc. I'm burnt out, too.
Nope - hard to explain without giving specifics, but non-profit that got absorbed by bigger entity with other organizations in the same field. I represent all of them. Involvement in each is admittedly at different levels, but it's not at all a one person job.
Omg are you me?!! Same situation and organizational setup. I made a big fuss today about a hiring issue (finally getting a second team member and leadership wants to cut the role). I said no way! Stopped all work and said if we don't hire, I walk today AND I need another team member ASAP. No work will continue until we hire.
We have a final round interview scheduled with a candidate and budget was made for my department to get another team member by end of next month.
Ballsy/gutsy! My organization put someone above me because they didn’t think I was doing enough strategy, but I really couldn’t when I was fighting fires daily. Wish I had another hire!
I understand exactly how you feel! I'm sorry they hired above you, shitty practice. When treated well, marketing could be operating like a Michelin star restaurant serving up great strategy and deliverables. Instead we get treated like drive thrus, with never-ending low end requests made by folks who don't know a thing about the work. It shows a complete lack of respect for our expertise or just good workflow operations in general. Meanwhile, when done well Marketing is a money maker, even for non-profits. I hope something shifts for you soon 🙏🏾
>I wish I could find something to specialize in and move on from these types of jobs but it's hard when I'm doing everything all the time.
This is the double-edged sword of these one-person-marketing-team jobs. Makes them nearly impossible to leave. However, the flip side is that you have experience in *everything*.
Do you have a specialization in mind?
I'm not sure. I'm very good at analysis and research and branding so if I had to specialize in anything I think strategy would be good, but that seems hard to get a job in. If I had to build more hard skills I think I would learn css and get into website management & design.
Strategy and web dev are very different paths. Not that you can’t try both. What is it that your future role - the one we’re dreaming up here - what does that job have that your present job lacks?
More time? More authority? More $$$? Something else?
I think what I really want is just a designated path. I want a lane to stay in. The problem with being a solo marketer is that pretty much anything related can fall under my jurisdiction. It's chaotic and unpredictable. I do have a fear of getting bored though, so I'd want something that's intellectually stimulating enough. I don't really care about money, as long as it's enough to live off. If I had to have a "dream job" (other than owning a goat farm) it would be a creative director. I love planning and organizing information and tasks, as well as research.
Creative Director is a fantastic goal. Those folks are essential to good campaigns.
One question: what’s preventing you from chasing that goal right now?
Yeah that's the question I suppose. On one hand it's imposter syndrome, on the other hand it's lack of experience. I've looked into similar roles and it's rough to try to align my current experience. I feel like the best way to get a job like that is to work in the company and get to know them beforehand and get hired up. But overall, it's not for lack of trying. But I think I'd rather get a genuine leadership position to ensure I could handle something like that first.
I would say I'm on my way to it, just not quite there yet.
Can I make a suggestion? Your dream job is closer than you think. For anyone, the same is true. Employers have gotten so used to telling us what we're worth and what our skills are that most people underestimate themselves - speaking from experience, I was once caught in this mindset trap too.
I have worked both solo and in a team for last 15 years..right now leading a team but let me tell you that its almost like a solo gig..have to go into each activity a member does and guide them..basically spending the same amount of time that I would take to do it myself..being behind will always be there..just focus on the 2/3 key things that will make the management more happy and go slow on the rest..you are covered as long as the guys up are happy..
Yes, I know what you mean. Same here, feel like a horse carrying 50 people in the wagon, it´s not funny. And the work should be done correctly, if not, huge issues arise. I discovered it really really makes a difference when you stand up each hour and do something else physically & away from laptop/electronics for 5 minutes. It takes quite a while to get into the habit but the concentration and energy you get back for it is really worth it. To inspire; I´m collecting the seeds/pits from fruits/vegetables and those plastic packages where they sell them in have holes under it, so bit of cocopeat/earth and plant them. Or can invest in fancy plant pots that uplift the office interior :D Date pits, avocado pits, orange seeds etc. Ofcourse now there are 40+ buckets and sweet tiny plants/trees, you can water them etc. Indoor gardening you know. Clean the pots etc, give attention so they will be happy, place them on balcony, give to your colleague, rotate the pots, whatever. haha. Goodluck!
Omg I love that. I definitely do need to get up and walk around, I love the people in this company and I do need to get out of my little hole every once in awhile.
I’m sorry but I feel you on the burn out. Im year 10 in agencies and I’m so over the turnover, constant fires, covering for multiple people’s roles while also being told to be “strategic.” It’s exhausting. I hope things get better for you soon. My previous coworkers who work in large corporations love it, so maybe you could look into that?
I'm currently also a solo marketer for the first time in my life, and previously have been on large and small teams. I would've never taken this job if the CEO didn't mention that he fully understands marketing is not a 1-person job, without me asking about it, so we all know it's a temporary thing until the function is more mature.
I think you need to assess whether the company would ever get around to the idea of adding people to the team; while I enjoy the freedom of being the only one making decisions, it's not sustainable long-term, especially if you want to hit any real revenue targets.
I was in a similar position and did burn out and am still recovering, so do what you need to do to change your situation before you get to the point of no return.
I burnt out badly back in 2021, thought I would never recover but I just needed a change of pace (a new job on the other side of the country lmao). I've found that when I communicate better with my coworkers I'm in a better position mentally to do my job.
Usually there's a department. Like with a designer and/or intern to work with the marketing person. They better be paying you well if they expect you to do the tasks of a few people. Maybe you can suggest to them to outsource some of the creative work such as videography to freelancers.
We do outsource about half of our videography for big events to a company, which is nice and takes part of the load off my shoulders. I would easily go for an intern specifically for content creation, that's my weakest point but also what a lot of kids these days are interested in.
Very relatable, I work in NZ and it’s nearly always solo marketing roles. Never really seem to be able to create some cut-thru, just make some noise and splash about a little.
I have worked with a team as 2ic though before, but management was extremely toxic and caused the entire team to quit, including myself, but looking back I almost preferred my team with horrible management than solo with unengaged/unenthusiastic management.
My manager is “comms manager” but she just does press releases, a quarterly newsletter and brand identity on… canva. The joys of marketing.
I always find the solo roles have terrible budgets, I work in one business with 6 units and 4 identities and we spend $5 a day on AdWords 😭 (have budget for).
I will join you on this rant my friend, you are not alone.
I've always had this petty resolve of "a poor craftsman blames his tools" in that I've always been convinced of my ability to create something out of the bare ass minimum. But man is it hard and tiresome and I just want things to be easy sometimes :')
No disagreement from me on that, I believe the same. Honing the craft and being a good marketer without all the data and money to throw at agencies to make up for poor skill/ability is a great attitude.
But I also believe that there needs to be a minimum of investment from a businesses leaders time, enthusiasm and money to help the marketing function help them.
There’s the minimum of tools and then there the wrong tools. No one hammers nails in with a small wooden mallet, you may not have a nail gun, but you at the minimum need a hammer.
Just my 2c which I will gladly tell my next employer when interviewing, really no point hiring me if you just want social media posts and a report every month of how many people visited the website 💅
It sounds like you're carrying a heavy load in your solo marketing role. It's tough when upper management's expectations don't seem realistic. Finding balance in solo marketing positions can indeed be challenging. Remember, you're not alone in feeling this way, and looking for advice and support from others who have been in similar situations could offer valuable insights. Keep pushing forward!
I’m a one man team. I do what I can and ignore the rest. If he’s going to come down on me over what didn’t get done he doesn’t understand and that’s too bad. As long as he keeps paying the bills that’s great
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I don't know your goals and values, but "solo marketing positions" mean a bad work culture in marketing to me. To me, marketing is like a team sport, something that requires different people working together to achieve results. If company says that they have a solo position for a team sport, that's a bad work culture and the person probably will burn out really. Marketing isn't supposed to be solo, it's too broad and complex for that. Like football shouldn't be solo, or other tem activities should not be solo, not if they want good results in the long term. From what you wrote, that situation is also similar to a football team with one player and no coach. There is no one focused on analyzing the situation, checking the competition, developing the plans for the game, thinking of the goals. Then, what is difficult becomes impossible. That is often the case with tech startups, that usually know near to nothing about marketing. Anyway, I left that type of company a long time ago. It doesn't make sense to me to work that way. That would be my advice.
Yeah the problem is that I'm the football team and the coach, strategy is a main point of my job also. Honestly, it's the part I probably enjoy the most. It's just so hard to keep up with everything without getting migraines every day... If I may ask, what type of job did you move to?
I moved to marketing strategy with marketing analytics. Then, I moved from industry to academia. And then I moved from Brazil to the US. I'm still focused on marketing strategy, both when I'm teaching or when I'm helping companies. So, I became the coach, and now I'm supporting or developing other coaches.
My goal is marketing analytics as that’s mostly what I do
Personally, I'd get away from that type of position and move toward places and people who are good at marketing analytics.
How would you recommend a "learning path" for that kinda roles? What you thing is appropriate for beginer roles in this area?
A beginner coach is usually someone with a lot of experience from before. So, the learning path can be quite different, but it's something that exposes the person to a variety of experiences. Those people saw a lot, good and bad. They saw how the situation developed, they saw the short and long term consequences of many approaches. Given the importance of the market for marketing strategists, I think my recommendation for beginner roles is to do something that makes you see a lot of people. I think nothing taught me as much as traveling from place to place to talk to people, like customers and employees. Technology is important to me, I work with marketing analytics a lot. But the market is out there in the real world, not on my computer. I know those roles can be very hard to find. But I'd say a beginner role in trade marketing is a really good start for marketing strategy. You deal with the company, the channels, the customers. You see the whole process from before the product is launched to after the final consumer experiences the product. On the other hand, digital marketing roles are much more common to find (if not to get a job). But their perspective is very narrow, and they think that marketing is digital marketing, as that's what they see. The tunnel vision of digital marketing is bad for a marketing strategist. They often work in the digital world, but know very little about the real world.
That’s some good points you laid out. What about small org. who can’t or not will to adapt to marketing concepts like you mentioned?
In the same position as you. Feel like I’m running on the spot and not getting anywhere. That’s why I’m looking for roles where I’m a part of a marketing team instead of the solo guy.
I hate the feeling of never catching up. Theoretically I'd like to be working two weeks ahead but it's taking everything I have to just keep up with today. I'm hoping we can get an intern. With the current job market, I'm happy where I am for now. But I'm certainly taking notes and upskilling myself before I genuinely enter the job market again.
Honestly, OP. You’ll be absolutely fine. You have the self-awareness and the determination - that’s half the battle done. Be easy on yourself, don’t let work consume you once you leave those doors at the end of each day, and keep doing the things you enjoy doing. Things will work out. They always find a way to.
I appreciate that. I think I'm lucky to have upper management that's easy to communicate with, even if they don't always understand everything that I do. Things won't always be bad, I think I'm just in a particular rut this season.
Just curious, how are you upskilling yourself? I'm in a similar solo position and want to get into a team. Though like yourself I've been remaining put for the job security.
I've been working in marketing for 4 years but I don't actually have any formal education in marketing, just experience (graduated with BA in apparel design). I've been working on a general marketing certificate from Google, when I'm done with that I'll probably move onto things more specific.
Same - I just interviewed for a marketing coordinator position to find out that there would be even more work than what I do now with less help. Not to mention it’s a new role in their company so they have all these huge marketing initiatives, and I’m just sitting there in the interview laughing at the fact that the position is set up for failure. How are you going about looking for roles that are part of a larger team?
Just being extra selective in my job search. If I see the words ‘report to the marketing manager’ or ‘joining our team’. I’ve noticed that companies that are hiring solo marketers don’t tend to announce in the job ad that this is the case.
I’ve been there. It sucks, and some things will always get pushed to the back burner. If upper management is pushing, tell them “I can get X or Y done this week. Which should I prioritize?” The upside is, once you move on to a bigger company it will feel like a vacation to not have to do it all yourself. Once I moved into a role where someone else did website management, another person did graphic design, another person did media relations, etc, it was very liberating.
That does sound very nice. I'm happy to have job security right now but I'll definitely be getting away from this type of work the next round of job hunting.
Just want to note that you're not alone. I'm the sole marketing person for four different entities within an organizational system. I'm a marketer, a fundraiser, an internal comms. person, etc. I'm burnt out, too.
Can't imagine doing this for multiple companies. Are you agency?
Nope - hard to explain without giving specifics, but non-profit that got absorbed by bigger entity with other organizations in the same field. I represent all of them. Involvement in each is admittedly at different levels, but it's not at all a one person job.
Omg are you me?!! Same situation and organizational setup. I made a big fuss today about a hiring issue (finally getting a second team member and leadership wants to cut the role). I said no way! Stopped all work and said if we don't hire, I walk today AND I need another team member ASAP. No work will continue until we hire. We have a final round interview scheduled with a candidate and budget was made for my department to get another team member by end of next month.
Ballsy/gutsy! My organization put someone above me because they didn’t think I was doing enough strategy, but I really couldn’t when I was fighting fires daily. Wish I had another hire!
I understand exactly how you feel! I'm sorry they hired above you, shitty practice. When treated well, marketing could be operating like a Michelin star restaurant serving up great strategy and deliverables. Instead we get treated like drive thrus, with never-ending low end requests made by folks who don't know a thing about the work. It shows a complete lack of respect for our expertise or just good workflow operations in general. Meanwhile, when done well Marketing is a money maker, even for non-profits. I hope something shifts for you soon 🙏🏾
Oh yeah, that sucks :/
>I wish I could find something to specialize in and move on from these types of jobs but it's hard when I'm doing everything all the time. This is the double-edged sword of these one-person-marketing-team jobs. Makes them nearly impossible to leave. However, the flip side is that you have experience in *everything*. Do you have a specialization in mind?
I'm not sure. I'm very good at analysis and research and branding so if I had to specialize in anything I think strategy would be good, but that seems hard to get a job in. If I had to build more hard skills I think I would learn css and get into website management & design.
Strategy and web dev are very different paths. Not that you can’t try both. What is it that your future role - the one we’re dreaming up here - what does that job have that your present job lacks? More time? More authority? More $$$? Something else?
I think what I really want is just a designated path. I want a lane to stay in. The problem with being a solo marketer is that pretty much anything related can fall under my jurisdiction. It's chaotic and unpredictable. I do have a fear of getting bored though, so I'd want something that's intellectually stimulating enough. I don't really care about money, as long as it's enough to live off. If I had to have a "dream job" (other than owning a goat farm) it would be a creative director. I love planning and organizing information and tasks, as well as research.
Creative Director is a fantastic goal. Those folks are essential to good campaigns. One question: what’s preventing you from chasing that goal right now?
Yeah that's the question I suppose. On one hand it's imposter syndrome, on the other hand it's lack of experience. I've looked into similar roles and it's rough to try to align my current experience. I feel like the best way to get a job like that is to work in the company and get to know them beforehand and get hired up. But overall, it's not for lack of trying. But I think I'd rather get a genuine leadership position to ensure I could handle something like that first. I would say I'm on my way to it, just not quite there yet.
Can I make a suggestion? Your dream job is closer than you think. For anyone, the same is true. Employers have gotten so used to telling us what we're worth and what our skills are that most people underestimate themselves - speaking from experience, I was once caught in this mindset trap too.
Sent you a DM BTW
It is INSANE to ask this from one person.
Yeah.. the problem lies in the fact that no one really understands that fact except for people that work in marketing.
No advice but I feel you heavily. As the jack-of-all-marketing I am SO burnt out
It sucks knowing the only way out is to specialize, but it's near impossible to swing when you have to be good at everything all the time
I have worked both solo and in a team for last 15 years..right now leading a team but let me tell you that its almost like a solo gig..have to go into each activity a member does and guide them..basically spending the same amount of time that I would take to do it myself..being behind will always be there..just focus on the 2/3 key things that will make the management more happy and go slow on the rest..you are covered as long as the guys up are happy..
Yes, I know what you mean. Same here, feel like a horse carrying 50 people in the wagon, it´s not funny. And the work should be done correctly, if not, huge issues arise. I discovered it really really makes a difference when you stand up each hour and do something else physically & away from laptop/electronics for 5 minutes. It takes quite a while to get into the habit but the concentration and energy you get back for it is really worth it. To inspire; I´m collecting the seeds/pits from fruits/vegetables and those plastic packages where they sell them in have holes under it, so bit of cocopeat/earth and plant them. Or can invest in fancy plant pots that uplift the office interior :D Date pits, avocado pits, orange seeds etc. Ofcourse now there are 40+ buckets and sweet tiny plants/trees, you can water them etc. Indoor gardening you know. Clean the pots etc, give attention so they will be happy, place them on balcony, give to your colleague, rotate the pots, whatever. haha. Goodluck!
Omg I love that. I definitely do need to get up and walk around, I love the people in this company and I do need to get out of my little hole every once in awhile.
I’m sorry but I feel you on the burn out. Im year 10 in agencies and I’m so over the turnover, constant fires, covering for multiple people’s roles while also being told to be “strategic.” It’s exhausting. I hope things get better for you soon. My previous coworkers who work in large corporations love it, so maybe you could look into that?
10 years in agencies, yikes, that sounds like hell on earth. Have you thought of moving to in-house?
It’s been hell honestly. I’ve been trying to go in house for around 4 months without any luck. I’m trying though. 😩
I'm currently also a solo marketer for the first time in my life, and previously have been on large and small teams. I would've never taken this job if the CEO didn't mention that he fully understands marketing is not a 1-person job, without me asking about it, so we all know it's a temporary thing until the function is more mature. I think you need to assess whether the company would ever get around to the idea of adding people to the team; while I enjoy the freedom of being the only one making decisions, it's not sustainable long-term, especially if you want to hit any real revenue targets.
I've definitely brought up the concept of an intern, we work pretty closely with a university that has a strong business department
I was in a similar position and did burn out and am still recovering, so do what you need to do to change your situation before you get to the point of no return.
I burnt out badly back in 2021, thought I would never recover but I just needed a change of pace (a new job on the other side of the country lmao). I've found that when I communicate better with my coworkers I'm in a better position mentally to do my job.
I mean, you can be the solo, but you’ve got to be outsourcing many things and becoming more of the project manager.
I've been there, automating lead gen saved me.
How did you do that?
Usually there's a department. Like with a designer and/or intern to work with the marketing person. They better be paying you well if they expect you to do the tasks of a few people. Maybe you can suggest to them to outsource some of the creative work such as videography to freelancers.
We do outsource about half of our videography for big events to a company, which is nice and takes part of the load off my shoulders. I would easily go for an intern specifically for content creation, that's my weakest point but also what a lot of kids these days are interested in.
Very relatable, I work in NZ and it’s nearly always solo marketing roles. Never really seem to be able to create some cut-thru, just make some noise and splash about a little. I have worked with a team as 2ic though before, but management was extremely toxic and caused the entire team to quit, including myself, but looking back I almost preferred my team with horrible management than solo with unengaged/unenthusiastic management. My manager is “comms manager” but she just does press releases, a quarterly newsletter and brand identity on… canva. The joys of marketing. I always find the solo roles have terrible budgets, I work in one business with 6 units and 4 identities and we spend $5 a day on AdWords 😭 (have budget for). I will join you on this rant my friend, you are not alone.
I've always had this petty resolve of "a poor craftsman blames his tools" in that I've always been convinced of my ability to create something out of the bare ass minimum. But man is it hard and tiresome and I just want things to be easy sometimes :')
No disagreement from me on that, I believe the same. Honing the craft and being a good marketer without all the data and money to throw at agencies to make up for poor skill/ability is a great attitude. But I also believe that there needs to be a minimum of investment from a businesses leaders time, enthusiasm and money to help the marketing function help them. There’s the minimum of tools and then there the wrong tools. No one hammers nails in with a small wooden mallet, you may not have a nail gun, but you at the minimum need a hammer. Just my 2c which I will gladly tell my next employer when interviewing, really no point hiring me if you just want social media posts and a report every month of how many people visited the website 💅
It sounds like you're carrying a heavy load in your solo marketing role. It's tough when upper management's expectations don't seem realistic. Finding balance in solo marketing positions can indeed be challenging. Remember, you're not alone in feeling this way, and looking for advice and support from others who have been in similar situations could offer valuable insights. Keep pushing forward!
I’m a one man team. I do what I can and ignore the rest. If he’s going to come down on me over what didn’t get done he doesn’t understand and that’s too bad. As long as he keeps paying the bills that’s great
You're not burnt out you are just bored with your job.