The 3 New Marketing Jobs That Didn’t Exist 2 Years Ago

Summary

Marketing teams should reconsider hiring for traditional skills alone. As consumers increasingly use AI assistants such as ChatGPT and Google AI Mode to research products, brands have less influence over later-stage product discovery. Marketing therefore needs to build awareness earlier and make products memorable and shareable.

The presenter proposes three emerging roles for modern marketing teams.

Emerging marketing roles

1. Growth producer

A growth producer creates entertaining content and campaigns around a product, using rapid creative experiments to build awareness. This differs from traditional product-led growth work, which often focused on A/B testing and improving the experience for people who had already found the product.

AI can lower the cost of producing videos and other creative work, making experimentation at the awareness stage more practical.

Example: Ramp staged a campaign featuring “Brian” processing expense reports in a glass box, turning a relatively unexciting software category into a spectacle. The campaign featured Brian attempting to process 600,000 expense receipts.

Suggested playbook: Identify a customer problem, generate several campaign ideas, test them quickly, look for audience response, and scale the concepts that gain traction. The role requires creative judgment, internet intuition, and the ability to move quickly—possibly with contractors or an external team.

2. Internet comedian

An internet comedian makes a product entertaining and shareable through memes, remix culture, trends, and short-form comedy. This can help a brand stand out when AI-generated content makes much of the online landscape feel alike. It also asks brands to take creative risks and be willing to laugh at themselves.

Examples: Alex Wang used memes and a character associated with Meta’s Muse to build attention. ClickUp has worked with comedy writers on short-form comedic videos. CapCut templates show how brands can participate in trends and remix formats.

Suggested playbook: Hire or collaborate with talent who understand internet culture and comedic formats. Adapt or create trends in a way that makes the product worth sharing.

3. Creator dealmaker

A creator dealmaker builds scalable creator partnerships—not just by negotiating fees, but by finding good-fit creators and giving them reasons to participate. The role involves assessing audience quality, designing incentives, developing engaging content, and making the program worthwhile for creators.

Audience-quality example: The presenter describes analyzing the countries and profiles of people engaging with a creator’s LinkedIn content to assess whether the audience matches target markets and appears authentic. In one case, 80% of the people who liked a post had no LinkedIn connections and appeared to have new or potentially fake profiles.

HubSpot example: HubSpot’s creator program cross-promoted participants, helping creators grow their own audiences while they took part.

Suggested playbook: Vet audience geography and authenticity, offer creators value beyond a fee, and build incentives—such as cross-promotion—that make the partnership attractive and sustainable.

Metrics and targets

• A Ramp campaign featured Brian attempting to process 600,000 expense receipts.
• In one creator-audience assessment, 80% of people who liked a post had no LinkedIn connections and appeared to be new profiles.
• No revenue, CAC, LTV, conversion, or growth targets are provided.
• The episode gives no quantified hiring or campaign timelines.

Presenter and sources mentioned

Presenter: Kieran Flanagan, Marketing Against the Grain.

Companies, products, and examples discussed: Ramp, Meta’s Muse, ClickUp, CapCut, HubSpot, ChatGPT, Google AI Mode, LinkedIn, and MrBeast’s team.