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From your experience once you get to a very senior level in ppc, where everything becomes more managing people/relationships/communicating with clients, stakeholders, etc, do you find that you don’t use most of the technical/implementation skills you learned and thus lose it?
Technical/implementation as in the skills you learn in working in the UIs and all the grunt work you do in the UI for marketing campaigns, when you’re in the more junior levels.
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If the question in the title is true, is that a bad thing for your career long-term? Or is that just the expected and natural progression, and is a good thing/something you shouldn’t worry about when you are in the high level/senior marketing roles in any type of organization? And instead there are a lot more other things you should be working on/worrying about/improving on/learning when you’re at the higher/senior levels in your career- and the technical/implementation stuff becomes the lower value stuff/non-priority stuff you should be worrying about in general?
Or do you have to put certain safeguards in your day-to-day when you’re at a very high level in the chain in PPC/marketing roles, where you still maintain sharp ppc chops, even though the very senior level job description requires the majority of your time elsewhere? If this is the case how should you do that?
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1 Reply
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This is a great question. For context I’m 10yrs in and now manage a team of 10 at a digital marketing agency. Started in implementation.
I still use implementation skills because I keep 1-2 accounts that are mine to run with the support of a team member. I also task my team with learning about updates and sharing something they learned each week in a weekly meeting (which helps keep me sharp)
It isn’t a bad thing because I prioritize the leaning at least in one platform. Being in the UI for other platforms is a bit tricky because it feels like a new layout everytime, but it is a bit like riding a bike.
Honestly I think I’m more marketable now if I wanted to switch jobs with customer contact, management and strategic skills in my toolset.
And as for being sharp, I don’t know if you participate in hiring where you are but I don’t worry about being able to find another gig – even my barely maintained expertise is enough AND there are so many resources and places to further brush up if needed.
I hope that helps!
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I am about 10 years in started the company (owner) have 20 employees. I hired management and are still doing PPC every day for my company not to fall behind on changes or new developments. Remember your company grew because of the product you provide your clients take that away and it’s a slow death of your company. Still buy the latest product to keep up same as when I started the company
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