Why Listen: How does a generalist fit in with the evolving landscape of marketing and the pressure to specialize.
Julie interviews Beverley Carkner, a marketing professional with over 20 years of experience across various industries, including publishing, tourism, government, self-employement and now medical.
Throughout the conversation, they explore the challenges and rewards of marketing oneself as a generalist, the importance of adaptability, and the strength of a diverse skill set. The discussion also highlights the evolving landscape of the marketing industry, the pressure to specialize, and the potential advantages generalists may have in reaching higher-level positions due to their wide-ranging knowledge and curiosity-driven learning approach.
They delve into the nuances of being a generalist versus a specialist in the marketing field. Bev shares her personal journey of self-discovery, touching on moments of existential crisis while transitioning from working for others to establishing her own path. Initially drawn towards specializing in SEO, Bev eventually realizes the unique value her broad experience brings, especially in big-picture thinking and connecting different areas of expertise.
Beverley Carkner is Marketing and Branding Specialist with the Canadian Medical Protective Association. She has owned her own consulting business, has worked as Marketing Director at a number of businesses located in Ottawa, and was with Ottawa Tourism in director roles for over 7 of her 13 years with the organization. Beverley’s interest in new areas/marketing innovation or requirements served as the catalyst to becoming a generalist and skilled in a number of areas including email marketing and antispam compliance, digital marketing, website content management, google analytics, and search engine optimization (SEO). Additionally, she Independently launched an information-based website for an under-served niche community, researched and wrote over 100 pages of fact-based content, and developed relationships with subject matter experts world-wide. By applying SEO improvements through data analysis, the site ranked in top 10 search results and she sold the website two years after launch.
LinkedIn: Beverley Carkner