Marketing instinct first. You can read a landing page and identify what's wrong before touching the copy. You understand funnels, positioning, audiences, and conversion well enough to have real opinions. When AI gives you a confidently mediocre answer, you recognize it and push back. Anyone can run a prompt. Fewer people know what to point it at and why.
Already using AI and hungry to go deeper. You use these tools daily, not occasionally. You know the difference between “AI as a search engine” and “AI as a collaborator”. You'd happily spend a weekend learning a new tool if it made your work meaningfully better.
Direct response and distribution sense. You can write copy that sells, not just copy that sounds good. You understand the difference between a sales page and a blog post, and between a broadcast and a nurture sequence. Writing matters, but the harder work is choosing the right offer, channel, hook, and format....
Strong expertise in performance marketing channels such as paid search (e.g., Google Ads), paid social (e.g., Meta, LinkedIn), and programmatic or display advertising.
Proficiency in analytics and measurement tools, including Google Analytics or similar platforms, with the ability to interpret data, build dashboards, and translate insights into clear actions.
Experience in campaign strategy and optimisation, including audience segmentation, bid and budget management, conversion rate optimisation, and A/B or multivariate testing....