Your twenties are often described as the most exhilarating yet daunting decade of your professional life. Jessica Barrett, a Senior Marketing & PR Executive at Bidwells, shares her journey and road map.
As you transition from university to full-time employment, it’s normal to feel a mix of excitement and apprehension about your future in marketing. This period brings numerous challenges: securing your first marketing position, growing your industry knowledge and then working your way up the corporate ladder.
From finding your niche and managing your workload to continuous learning and networking, it’s important that you explore key strategies that can set you on the path to a fulfilling and successful marketing career. So, whether you’re a recent graduate or a few years into your journey, let’s explore how you can navigate your marketing career in your twenties with confidence and purpose.
Finding your niche
The field of marketing is vast and varied, offering a wide range of roles that cater to different skills and interests. There’s the fast-paced world of social media and also the analytical realm of data and SEO. Communications and content creation provide opportunities for writers to hone their skills, or you could sink your teeth into event management – there’s a niche for every marketer.
While it’s crucial to explore each area to discover what aligns best with your skillset, be wary of pigeonholing yourself. Specialisation can be beneficial, but at this stage of your career, maintaining a broad perspective is equally, if not more, valuable.
Consider taking on varied projects to find what facet of marketing suits you best. This will not only help you to identify your strengths and preferences but also give you a holistic understanding of marketing operations. Remember, finding your niche is a journey of discovery – embrace it, remain open to new opportunities, and don’t be afraid to pivot if you find your passion lies in an unexpected area of marketing. Understanding how different areas complement each other will also serve you well, especially as you set your sights on future management roles.
The art of juggling
In marketing, you’ll often find yourself managing multiple projects, deadlines and stakeholders simultaneously. Learning to prioritise your work and manage expectations is crucial if you want to avoid dropping the ball. Develop a system that works for you – whether it’s a colour-coded to-do list, a digital task management tool, or a wall of Post-it notes that you display at your work-from-home set-up. Mastering the balancing act of keeping organised, completing actions and managing stakeholder expectations is a difficult one to learn, but it’s a key skill to master as you grow throughout your career.
Evolve your expertise
The marketing landscape is everchanging. With constant developments in the artificial intelligence space and Google Analytics updates, it’s important to have theoretical knowledge alongside your practical experience. There are lots of free courses, accredited programmes and professional certificates out there that can improve your understanding of marketing operations and processes. Topics can range from traditional marketing strategy, brand management and customer experience, to courses on specific digital tools and how to use them to optimise campaign performance.
Look into courses and qualifications that complement your existing skills. Whether your background is in writing or data, there’s always room to expand your knowledge. Dive into marketing strategy, brand management and digital marketing to apply those theories, models and insight to your day-to-day role.
Alongside developing your skills, don’t shy away from new marketing tools and technologies. In the ever-changing world of marketing, new tools and technologies pop up faster than you can say AI. Embracing these innovations can help you to work smarter, not harder. Project management tools like Trello can keep you organised, while AI-powered platforms like Chat GPT and Claude can help streamline your processes and free up time for creative thinking.
However, it’s important to remember that tools are meant to enhance your skills, not replace them. The most advanced AI in the world can’t replicate your unique human creativity. So, while you’re leveraging these new tools, don’t forget to sharpen your skills as well.
Growing your professional circle
Networking may seem like a buzzword at times, but I view it as a vital part of career growth. Attend industry events, join professional organisations, and don’t be shy about striking up conversations. You never know when a casual chat might lead to your next big opportunity.
Reading industry articles, both in marketing and your specific sector, can help you stay informed and provide great conversation starters.
The power of mentorship
Every young marketer can benefit from a mentor – whether you reach out to someone directly, apply through an industry body, or see if the company you work for has their own mentoring programme – having a guide who’s been in your shoes can be invaluable. A good mentor can offer wisdom, share experiences, and help you navigate the trickier aspects of your career.
Fuelling your creative fire
While ambition and drive are admirable qualities, remember that you’re running a marathon, not a sprint. Maintaining a healthy work-life balance is crucial, especially in a creative field like marketing where burnout can quickly sap your inspiration and energy.
Pursue passion projects in your spare time to maintain a healthy work-life balance. Whether it’s reading, visiting museums or taking country walks – find activities that replenish your creativity. These hobbies not only help you relax but can also spark new ideas and perspectives that you can bring back to your work.
Embracing the journey
Navigating your marketing career in your twenties is an adventure filled with opportunities and challenges. It’s reassuring to know that everyone you may admire in the industry was once where you are now. They survived and thrived, and so will you.
Your twenties are a time for exploration and growth, both personally and professionally. Embrace the journey, learn from your mistakes and celebrate your successes. ■
Jessica Barrett is a Senior Marketing & PR Executive at Bidwells.
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