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When Less Marketing is More.
Hi there,
this episode of the CXO-Compass features insights from Martin Lainez, Senior Director Brand Marketing at Visa. He is particularly passionate about the evolving role of the Marketing Strategy Generalist, and how clarity of purpose can cut through even the most complex marketing environments and the underrated power of knowing when not to market.
The Marketing Strategy Generalist.
![]() Martin Lainez |
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In today’s ever-evolving marketing landscape, fragmentation is both the fuel and the friction. With hyper-specialized disciplines such as AdTech, Analytics, Experiential, Performance Marketing, and even nuanced divisions like Product vs. Brand Marketing, professionals are faced with a dizzying array of tools and tactics.
Yet amid this complexity, a refreshing perspective is emerging – one that champions the importance of a more holistic role: the Marketing Strategy Generalist.
“The industry keeps splintering into hyper-specialized roles... At the same time, this fragmentation makes the role of the Marketing Strategy Generalist—the 'good kind of MSG'—more essential than ever.”
Acting as an orchestrator.
The generalist isn't there to champion one tool or trend. Instead, they act as an orchestrator—bridging the gaps between silos, aligning efforts with business goals, and making strategic decisions about which tactics to deploy and, just as importantly, which to avoid.
“Their value lies in making sure the right tool meets the right problem.”
At the heart of this philosophy is a powerful guiding principle: strategy first.
“The big idea is simple: clear business strategy leads to clear marketing strategy. When the north star is defined, marketing can follow with precision.”
Not every challenge is a nail.
But perhaps the most provocative insight lies in what isn’t done.
“Sometimes marketing isn’t the solution,” Martin admits.
“A Marketing Strategy Generalist adds value by recognizing when dollars are better spent elsewhere. The secret is knowing when not to use the hammer, because not every challenge is a nail.”
This discipline requires not just marketing savvy, but business acumen, honesty, and restraint—virtues that are often in short supply in a "more is more" industry.
Crystal Clear Business Strategy.
As for brands leading the way, one stands out:
“Liquid Death. Their ads are funny, their product extensions clever, and their packaging designed to look like liquor is attention-grabbing. But the real reason it all works is because their business strategy is crystal clear.”
In a sea of marketing noise, Liquid Death’s clarity allows every tactical decision, from branding to social, to align with and amplify their core strategy.
My takeaway – In a world that often rewards flash over fundamentals, the rise of the Marketing Strategy Generalist is a welcome reminder: the best marketing isn’t just clever—it’s connected.
And if you have any questions to our contributors or me, just let me know.
Gordon
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