5 answers
Zach
Student
Goleta, California
1
Question
Asked
557 views
How can I find prolonged success in the field of downstream marketing?
I am currently a third year transfer student at UCSB and a communication major. I wanted to ask how I can make the jump to get a nice job that has longevity and opportunity to get promoted.
Login to comment
5 answers
Kate Corvus
Sr. Technical Communications Specialist
4
Answers
Vancouver, British Columbia, Canada
Updated
Kate’s Answer
Hey Zach,
If your main concerns are longevity and opportunity for advancement, then your best bet is to thoroughly research and interview potential employers. Every company handles promotion in a slightly different way, and some companies don't manage it well at all. Once you make it to an interview or recruiter conversation, you'll want to ask about:
1) Paths to advancement.
What systems or processes does the company have in place for measuring achievement and deciding when to promote someone? Do they have updated JFMs (Job Family Matrixes)? Do they have an established performance review process? How do goals (if they do goal setting) connect to performance and compensation? How do they differentiate between promotable and non-promotable work? How many years does it typically take for someone junior to level up in their role?
2) Retention history.
What is the average tenure of someone in your department/team at their company? Have most people at the company been there for 10 or more years? What is the company culture like? What qualities or skills does a person need to succeed long-term at this company?
3) Mentorship and learning.
How does the company help people grow their skills at work? Are there established mentorship programs? Learning resources? Dedicated time for learning or skill-building? Is the manager/employee relationship expected to be a mentoring relationship as well, or should you expect to seek mentorship outside of that dynamic?
Another great option is to talk to people who were recently promoted out of your desired role. Individuals who have been in their career for longer (like me, an increasingly-ancient writer and comms person) will be thrilled to inundate you with "how to get started" advice, but they came up in a very different technological and economic landscape. In my opinion you're much better off talking to recent grads from your school's comms program. UCSB has a solid alumni connection program that you should 100% check out for that.
Best of luck with everything and don't forget to take some time here and there to enjoy where you're at right now. The California coast is gorgeous.
~ Kate
Compose a list of questions you want to ask in future interviews.
Check out UCSB's Professional Connections resources: https://www.alumni.ucsb.edu/connections/professional-connections
Join the Gaucho Network: https://gauchonetwork.com/
If your main concerns are longevity and opportunity for advancement, then your best bet is to thoroughly research and interview potential employers. Every company handles promotion in a slightly different way, and some companies don't manage it well at all. Once you make it to an interview or recruiter conversation, you'll want to ask about:
1) Paths to advancement.
What systems or processes does the company have in place for measuring achievement and deciding when to promote someone? Do they have updated JFMs (Job Family Matrixes)? Do they have an established performance review process? How do goals (if they do goal setting) connect to performance and compensation? How do they differentiate between promotable and non-promotable work? How many years does it typically take for someone junior to level up in their role?
2) Retention history.
What is the average tenure of someone in your department/team at their company? Have most people at the company been there for 10 or more years? What is the company culture like? What qualities or skills does a person need to succeed long-term at this company?
3) Mentorship and learning.
How does the company help people grow their skills at work? Are there established mentorship programs? Learning resources? Dedicated time for learning or skill-building? Is the manager/employee relationship expected to be a mentoring relationship as well, or should you expect to seek mentorship outside of that dynamic?
Another great option is to talk to people who were recently promoted out of your desired role. Individuals who have been in their career for longer (like me, an increasingly-ancient writer and comms person) will be thrilled to inundate you with "how to get started" advice, but they came up in a very different technological and economic landscape. In my opinion you're much better off talking to recent grads from your school's comms program. UCSB has a solid alumni connection program that you should 100% check out for that.
Best of luck with everything and don't forget to take some time here and there to enjoy where you're at right now. The California coast is gorgeous.
~ Kate
Kate recommends the following next steps:
Steven Perez
Sales
1
Answer
Ventura, California
Updated
Steven’s Answer
Hi Zach,
Marketing and Sales jobs are critical to commerce, and careers in these fields should continue to be plentiful now and in the future. Given where you’re at, I’d break my answer down into two parts.
1. How to select a field, industry, market?
I think downstream marketing is a great practice, but when you think about career longevity there are a couple things I’d suggest. Throughout my career I’ve always been told you should love what you do. I believe that’s true. As you think about marketing jobs, I’d encourage you to think about what interests you. What industries are interesting to you? Do you like the concept of helping businesses grow and thrive (Business to Business; B2B), or do you like helping individuals (Business to Consumer; B2C). While careers in both types of marketing are plentiful, they can be very different.
What aspect of marketing interests you, i.e. program creation/ management, creative, systems/technology, interfacing with customers, data/analytics? There are a number of careers that support the downstream marketing cycle.
Narrowing in on what interests you, and picking an industry that looks to have long term growth is a good place to start.
I will note that I’ve observed that buyers across all industries seem to be moving more to self-discovery as a big part of making a purchase decision. In B2B software, the industry I’m in, buyers can be 60% of the way through making a purchase decision before they ever interact with a salesperson. That said, I think we’ll continue to see growth in marketing careers focused on supporting the self-discovery that prospects go through in the buying process. For example, online marketing, content marketing, etc.
How to get started
Your job starts now. Extending your formal education with other experiences can help you understand what you enjoy and/or excel at. Internships, community service/programs, a part-time job, etc. are great experiences and a way to bolster your resume. By doing this you are being curious, getting experience, and developing your personal story. That story will likely be a key factor in landing that first post college career job.
As you develop your story, know how to tell it so you can easily share it with others in any setting while you network. You should have a 30 second “elevator pitch” of who you are and what type of opportunity you’re looking for, a 2min follow on with more detail, and interview talk tracks that include examples of relevant experience and the impact you had. I’ve found most employers hiring early career employees are looking for examples of how you’ve taken responsibility, shown initiative, and have seen tasks through to completion. This can be outside of any relevant marketing experience you may have had.
When you’re getting started, landing a job at a more established company that is a leader in their space can be a good way to go because you’ll be working with the best in that particular industry. Larger, more established companies will likely provide onboarding and training to help develop their associates. You will also gain exposure to systems/processes that are likely working well in that market. From there you can move up, go to another established company with experience on how to scale, or take that experience to a small start up and build something new.
As you gain more experience, more opportunities will present themselves. Understanding if you are interested in leadership/management, or growing as a subject matter expert or individual contributor will become important. As you move up the ladder, sometimes the roles move away from the core IC roles you may have enjoyed earlier. While leadership can be extremely rewarding, the day to day responsibilities of the role can be more rooted in managing people, processes, and data rather than core marketing activities.
Be comfortable in not knowing what you want to do for the rest of your life. As you get early experience in your career, over time you will start to understand what you’re interested in and are good at. I started my career in product marketing. I moved from product marketing to field market on a whim, and realized I enjoyed interfacing with customers in person. From there, I moved into a career in B2B software sales. I’ve been doing that ever since, and I love it. When I graduated from college, a career in sales was the furthest thing from my mind. It’s not the destination, it’s the journey. Have fun!
Marketing and Sales jobs are critical to commerce, and careers in these fields should continue to be plentiful now and in the future. Given where you’re at, I’d break my answer down into two parts.
1. How to select a field, industry, market?
I think downstream marketing is a great practice, but when you think about career longevity there are a couple things I’d suggest. Throughout my career I’ve always been told you should love what you do. I believe that’s true. As you think about marketing jobs, I’d encourage you to think about what interests you. What industries are interesting to you? Do you like the concept of helping businesses grow and thrive (Business to Business; B2B), or do you like helping individuals (Business to Consumer; B2C). While careers in both types of marketing are plentiful, they can be very different.
What aspect of marketing interests you, i.e. program creation/ management, creative, systems/technology, interfacing with customers, data/analytics? There are a number of careers that support the downstream marketing cycle.
Narrowing in on what interests you, and picking an industry that looks to have long term growth is a good place to start.
I will note that I’ve observed that buyers across all industries seem to be moving more to self-discovery as a big part of making a purchase decision. In B2B software, the industry I’m in, buyers can be 60% of the way through making a purchase decision before they ever interact with a salesperson. That said, I think we’ll continue to see growth in marketing careers focused on supporting the self-discovery that prospects go through in the buying process. For example, online marketing, content marketing, etc.
How to get started
Your job starts now. Extending your formal education with other experiences can help you understand what you enjoy and/or excel at. Internships, community service/programs, a part-time job, etc. are great experiences and a way to bolster your resume. By doing this you are being curious, getting experience, and developing your personal story. That story will likely be a key factor in landing that first post college career job.
As you develop your story, know how to tell it so you can easily share it with others in any setting while you network. You should have a 30 second “elevator pitch” of who you are and what type of opportunity you’re looking for, a 2min follow on with more detail, and interview talk tracks that include examples of relevant experience and the impact you had. I’ve found most employers hiring early career employees are looking for examples of how you’ve taken responsibility, shown initiative, and have seen tasks through to completion. This can be outside of any relevant marketing experience you may have had.
When you’re getting started, landing a job at a more established company that is a leader in their space can be a good way to go because you’ll be working with the best in that particular industry. Larger, more established companies will likely provide onboarding and training to help develop their associates. You will also gain exposure to systems/processes that are likely working well in that market. From there you can move up, go to another established company with experience on how to scale, or take that experience to a small start up and build something new.
As you gain more experience, more opportunities will present themselves. Understanding if you are interested in leadership/management, or growing as a subject matter expert or individual contributor will become important. As you move up the ladder, sometimes the roles move away from the core IC roles you may have enjoyed earlier. While leadership can be extremely rewarding, the day to day responsibilities of the role can be more rooted in managing people, processes, and data rather than core marketing activities.
Be comfortable in not knowing what you want to do for the rest of your life. As you get early experience in your career, over time you will start to understand what you’re interested in and are good at. I started my career in product marketing. I moved from product marketing to field market on a whim, and realized I enjoyed interfacing with customers in person. From there, I moved into a career in B2B software sales. I’ve been doing that ever since, and I love it. When I graduated from college, a career in sales was the furthest thing from my mind. It’s not the destination, it’s the journey. Have fun!
Bruno Novaes
Account Executive
5
Answers
Rio de Janeiro, State of Rio de Janeiro, Brazil
Updated
Bruno’s Answer
Laying a robust foundation is crucial to excel in any career, and in the context of downstream marketing, it's all about nurturing customer loyalty and encouraging repeat purchases.
Gaining experience and conducting detailed case studies are key to elevating your professional standing. Thus, it's vital to seek out roles that align with your career aspirations. Remember, the most important step is to start this journey right away. Develop a clear career blueprint outlining your desired path and goals. Connect with individuals who are already thriving in the role you aspire to, and familiarize yourself with the market dynamics for that position. Investigate successful client case studies and never stop learning, even after you've obtained your degree. Keep pushing forward and strive for continuous improvement.
Gaining experience and conducting detailed case studies are key to elevating your professional standing. Thus, it's vital to seek out roles that align with your career aspirations. Remember, the most important step is to start this journey right away. Develop a clear career blueprint outlining your desired path and goals. Connect with individuals who are already thriving in the role you aspire to, and familiarize yourself with the market dynamics for that position. Investigate successful client case studies and never stop learning, even after you've obtained your degree. Keep pushing forward and strive for continuous improvement.
Yesh Naidu
8
Answers
Updated
Yesh’s Answer
Hi, Here are some steps and learnings from my career on how to make the jump:
Build a Strong Foundation: As a communication major, you already have a solid foundation in understanding how to convey messages effectively. Focus on honing your skills in areas such as digital marketing, content creation, and data analysis. Research the organization you're applying to and focus on the transferrable skills you have gained in your education.
Gain Practical Experience: Internships and part-time jobs in marketing can provide you with hands-on experience and help you understand the practical aspects of the field. Look for opportunities at companies that have strong marketing departments or agencies that specialize in downstream marketing.
Network Actively: Networking is crucial in any field, and marketing is no exception. Attend industry events, join marketing associations, and connect with professionals on platforms like LinkedIn. Building relationships with industry professionals can open doors to job opportunities and mentorship.
Stay Updated with Industry Trends: Marketing is a dynamic field that constantly evolves with new trends and technologies. Stay informed about the latest developments in downstream marketing by reading industry publications, attending webinars, and participating in online courses.
Develop Transferable Skills: Skills such as project management, strategic thinking, and problem-solving are valuable in any marketing role. Focus on developing these transferable skills, as they will make you more adaptable and increase your chances of promotion.
Seek Mentorship: Find a mentor who has experience in downstream marketing. A mentor can provide valuable guidance, share insights from their own career, and help you navigate challenges.
Showcase Your Achievements: Keep a record of your accomplishments and the impact you have made in your roles. Highlight these achievements in your resume and during job interviews to demonstrate your value to potential employers.
Pursue Advanced Education: Consider pursuing certifications or advanced degrees in marketing or related fields. This can enhance your knowledge and make you more competitive in the job market.
Build a Strong Foundation: As a communication major, you already have a solid foundation in understanding how to convey messages effectively. Focus on honing your skills in areas such as digital marketing, content creation, and data analysis. Research the organization you're applying to and focus on the transferrable skills you have gained in your education.
Gain Practical Experience: Internships and part-time jobs in marketing can provide you with hands-on experience and help you understand the practical aspects of the field. Look for opportunities at companies that have strong marketing departments or agencies that specialize in downstream marketing.
Network Actively: Networking is crucial in any field, and marketing is no exception. Attend industry events, join marketing associations, and connect with professionals on platforms like LinkedIn. Building relationships with industry professionals can open doors to job opportunities and mentorship.
Stay Updated with Industry Trends: Marketing is a dynamic field that constantly evolves with new trends and technologies. Stay informed about the latest developments in downstream marketing by reading industry publications, attending webinars, and participating in online courses.
Develop Transferable Skills: Skills such as project management, strategic thinking, and problem-solving are valuable in any marketing role. Focus on developing these transferable skills, as they will make you more adaptable and increase your chances of promotion.
Seek Mentorship: Find a mentor who has experience in downstream marketing. A mentor can provide valuable guidance, share insights from their own career, and help you navigate challenges.
Showcase Your Achievements: Keep a record of your accomplishments and the impact you have made in your roles. Highlight these achievements in your resume and during job interviews to demonstrate your value to potential employers.
Pursue Advanced Education: Consider pursuing certifications or advanced degrees in marketing or related fields. This can enhance your knowledge and make you more competitive in the job market.
Ravleen Kaur
Marketing Manager
4
Answers
Seattle, Washington
Updated
Ravleen’s Answer
Hi! It sounds like you’ve got a good foundation with a communications major. The next step would be to secure an internship. I recommend applying to a variety of marketing and communications positions at both big companies and local companies. If you need help crafting a resume, consult with your career services office in the communications department. Future employers want to really see what skills and experiences you’ve gained during college.
Downstream marketing includes many things — content marketing, campaigns, social media, paid marketing, brand, and more. As you continue your studies, tailor your electives around the different sects of marketing so you can figure out what you like the most! Your career is a marathon, not a race, so it’s ok if your first job out of college is not the one you stay at for long or get a promotion at.
Downstream marketing includes many things — content marketing, campaigns, social media, paid marketing, brand, and more. As you continue your studies, tailor your electives around the different sects of marketing so you can figure out what you like the most! Your career is a marathon, not a race, so it’s ok if your first job out of college is not the one you stay at for long or get a promotion at.