News Summary

• In 2022, a generalist growth marketer was the right first hire because most of your spend went into execution.
• In 2026, that ratio has flipped.
• Most of the work the 2022 generalist used to spend a full day on ( ad copy, variant testing, page builds, routine analysis) has compressed into a few hours a week with the right tooling.
• The teams that scaled fastest had one strategically senior person plus a tooling stack, not three mid-level ICs.