Build your marketing career around your core strength.

Posted on Posted in How to Guide for Marketers

Just like a brand, we each bring a core strength as a marketing leader. There are four general core strengths to build your marketing career around; running the business, marketing execution, strategic thinking or managing people. You should be managing your marketing career around your core strength. When you are finding yourself in a career transition, this can really trigger new thinking.

Do you know your core strength? 

Let’s take it a step further. Here’s a game you can play to force your thinking. Look below at the diagram. You have four chips. Put one on the highest strength, two on the medium and force one to be at the lowest.

Brand Careers

If you still say, “I’m pretty good at all 4” then push yourself, I might not believe you. No one is equally great at all four. You have to know your strength. As you make your next move, each choice may lead you to 4 different career choices.

If you love running the business, focus your career in product management, private equity or new industries. When you love marketing execution, explore switching to an agency role, an innovation leader or a media expert. If you are a strategic thinker, move into consulting, be a professor or go into a global role. Finally, when your strength is people leadership, keep moving up to a general management role, explore the entrepreneur world or become a personal coach.

When your strength is running the business

You are naturally a business leader, who enjoys the thrill of hitting the numbers– financial or share goals. In Myers Briggs, you might be an ENTJ/INTJ (introvert/ extrovert, intuition, thinking, judgment). This is the “field general” who brings the intuitive logic and quick judgment to decisions quickly to capitalize on the business opportunity.


Brand Careers

You like product innovation side more than advertising. Moreover, you are fundamentally sound in the core elements of running a business—forecasting, analytics, finance, distribution—working each functional areas for the benefit of the products. You may have gaps in creativity or people leadership, but you are comfortable giving freedom to your agencies or team to handle the creative execution.

My recommendation is to focus your marketing career on Product Management as long as you can. If you find roadblocks in your current industry, consider new verticals before you venture into new career choices. You should consider running businesses on behalf of Private Equity firms or venture into Entrepreneurship, where you can leverage your core strength of running a business.

If you are looking to figure out your Myers-Briggs score, here’s a great link to get started.

When your biggest strength is Marketing Execution

When you are the type of marketer, who is highly creative and connects more to ideas and insights than strict facts and tight business decisions. You believe facts can guide you but never decide for you. Also, you are high on perception, allowing ambiguous ideas to breathe before closing down on them. Moreover, you respect the creative process and creative people. You are intuitive in deciding what a good or bad idea is. You may have gaps in the areas of organizational leadership or strategy development that hurts you from becoming a senior leader. Moreover, you likely see answers before questions and frustrated by delays.


Brand Careers


In terms of your marketing career, saying in the Marketing area, you may end up limited in moving beyond an execution role. You may be frustrated in positions that would limit your creativity. Stepping into a Director level role could set you up for failure. Look to grab a subject-matter-expert role in internal advertising, media, innovation role or merchandising.

Going forward beyond Marketing, consider switching to the Agency side or Consult on subject-matter expertise (Innovation, Marketing Communication or Public Relations) to build on your strengths.

When you are naturally a strategic thinker

You enjoy the planning more than the execution. You might fall into the INTP, where you’re still using logic and intuition, stronger at the thinking that helps frame the key issues and strategies than making the business decisions. The introvert side would also suggest that your energy comes from what’s going on in your brain, than externally. An honest assessment would indicate that managing and directing the work of others is not your strength.


Brand Careers


If you stay within the marketing industry, you could be very strong in a Global Brand role, General Management or even a Strategic Planning role. You need to either partner with someone who is strong at marketing execution or builds a strong team of business leaders beneath you.

When you are a career transition, it may make sense to go outside the industry. You might enjoy consulting and thought leadership which could turn into either an academic or professional development type roles. Continue building your thought leadership to carve out a specific perspective or reputation where you can monetize.

When your biggest strength is leading people

You find a natural strength in leading others. You are skilled in getting the most from someone’s potential. Also, you are good at conflict resolution, providing feedback, inspiring/motivation and career management of others. You are a natural extrovert and get your energy from seeing others on your team succeed. As you move up, you should surround yourself with people who counter your gaps–whether that is on strategy or marketing execution.

If you find yourself better at management than marketing, pursue a general management role as a leader of leaders. As you find yourself in a career transition and re-evaluating your marketing career, look for a cross-functional shift in sales or operations to gain various perspectives of the business to enable you to take on a general management role in the future.

After you hit your peak within the corporate world, consider careers such as executive coaching where the focus remains on guiding people.


My book, Beloved Brands, has everything you need to be successful with your brand. 


I wrote my book, Beloved Brands, as the playbook for how to build a brand your consumers will love.

Beloved Brands has everything you need to run your brand. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.

Available on Amazon, Apple Books or Kobo

We have the paperback and e-book version on Amazon. Click here to order:  

We are also on Apple Books, which you can click here to order:

If you use Kobo, you can find Beloved Brands in over 30 markets using this link:


At Beloved Brands, we help build brands that consumers love and we make brand leaders smarter.

🎈Help create a brand positioning statement that motivates consumers to buy, and gives your brand an ownable competitive advantage.

🎈 Build a brand plan that forces smart focused decisions to help organize, steer, and inspire your team towards higher growth

🎈Align your marketing execution behind a brand idea that tightens our bond with consumers and moves them through their buying journey

🎈Use a deep-dive 360-degree assessment of your brand’s performance to trigger richer thinking before you write your brand plan

🎈Our brand training program will help realize the full potential of your brand leaders, so they are ready to grow your brand.


To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

To learn more about our training programs, click on this link: Beloved Brands Training

About Graham Robertson

As the founder of Beloved Brands, Graham has been an advisor to the NFL Players Association, Shell, Reebok, Acura, Jack Links, Miller beer, Earls restaurants and Pfizer. He’s helped train some of the best marketing teams on strategy, brand positioning, brand plans, and advertising.Graham Robertson

In his marketing career, Graham led some of the world’s most beloved brands at Johnson and Johnson, Coke, General Mills, and Pfizer, rising up to VP Marketing. He has won numerous awards including Marketing Magazine’s “Marketer of the Year”, Businessweek’s best new product award and four Effie advertising awards. His book, Beloved Brands, is the playbook for how to build a brand consumers will love.

We live by the beliefs that guide us

We believe the best answers are inside you already. My role is to get those answers out, and make your answers even smarter. I never give you the answer. I will ask more questions that challenge your answers to be better.

We believe investing in your people pays off. With my training program, I know I will make your people smarter, so they make the right choices, and produce exceptional work that will lead to higher brand growth.

You have my personal promise to help you solve your brand building challenges. Above all, I will give you new thinking, so you can unlock future growth for your brand.

If you need our help, email me at or call me at 416 885 3911

Graham Robertson signature










Share this story with other MarketersShare on LinkedIn
Share on Facebook
Tweet about this on Twitter
Email this to someone
Print this page