On Monday, Cass went to a session with Mark Ritson (in real life!) — the brilliantly dark-humoured marketing professor who never misses when it comes to cutting through the BS. He broke down the three phases of marketing — Diagnosis → Strategy → Tactics and it struck Cass how rarely marketers apply these exact principles to their own careers.

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“Apply online and hope for the best” isn’t a strategy. It’s a slow, painful lottery. Unless you’re working with a specialist recruiter, your CV is usually being reviewed by an algorithm, someone who may not be a marketer or a marketer with little knowledge of the external job market. Here’s how Ritson’s model translates directly to your job search:

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1. Diagnosis: Get Clear, Get Honest, Get Evidence

This is the step most people skip — and it’s the most important.

Diagnosis asks: What’s really going on?

• What kind of marketer are you actually?
• What level are you competitive for?
• Where do you sit in the current market?

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Too many marketers read a job ad and think, “I could do that.” But as Mark said: you can’t be the brand AND a true consumer of that brand. You’re too close to yourself to be objective. You need real research and real feedback.

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Talk to recruiters. Talk to senior marketers or mentors that you trust. Analyse the market. Map the organisations that genuinely align with your experience and strengths — not the ones you wish would hire you. Build a list of employers where you’re truly competitive.

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2. Strategy: Targeting → Positioning → Objectives

Once you understand where you fit, you need a strategy.

Targeting: Who do you need to reach — hiring leaders, CMOs, HR, recruiters? How will you prioritise them?

Positioning: What’s your pitch? How do you want to be perceived? What’s your unique value?

Objectives: Beyond “get a new job,” what are your milestones? Visibility. Conversations. Referrals. Shortlists. Interviews. These create the momentum that leads to outcomes. Your CV, LinkedIn summary, pitch and outreach plan all live here.

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3. Tactics: Show Up Consistently

Tactics are where momentum is built — through behaviour, not hope.

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Community

• LinkedIn presence
• The Marketing Club (Bris/Syd/Melb events)
• Get a mentor; mentor someone coming up behind you

Always-On

• Attend industry events (TMC, The Content Summit, AdNews Live, etc.)
• Build relationships with recruiters who genuinely understand marketing

Active Campaign

• Be realistic about timing (some searches take up to 12 months)
• Manage your “spend” — your time, energy and emotional bandwidth
• Reach out to CMOs and hiring leaders you identified in your diagnosis
• Personalise your applications and follow up with a human touch
• Stay engaged with recruiters who are likely to have aligned roles

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The Bottom Line

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Visibility is not optional. It’s the multiplier that accelerates every other part of your search.

If you’re employed and looking quietly, this is your chance to amplify.

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If you’re between roles, visibility becomes your competitive advantage.

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Job application processes can feel thankless. Put forward your best work, release the outcome, and protect your emotional “bank”.

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Diagnose honestly.
Strategise clearly.
Execute consistently.

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You wouldn’t launch a campaign without research, segmentation, positioning and a tactical plan. Why run your career any differently?

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If you’d like help understanding where you’re competitively placed in this market, you know where to find us.

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