If there is one constant in marketing, it is change. New technologies, consumer behaviors, and engagement methods emerge rapidly, creating demands for professionals with skills that until recently did not even exist. On this Marketing Professional Day, celebrated on May 8th, Gustavo Costa, CEO of LGL Case and a specialist in digital strategies, points out the professions that have quietly become trends — and why they are revolutionizing the way brands connect with their audience.
Growth Hacker: the growth alchemist
Unlike traditional marketing, the Growth Hacker does not limit itself to isolated campaigns. They operate at the intersection of marketing, technology, and data analysis, using rapid tests, automation, and creative strategies to scale businesses with reduced costs.
“Many companies still think of growth hacking as a tactic only for startups, but it is already a necessity even in large corporations,” explains Gustavo. “This professional masters everything from SEO and paid media to programming concepts because they understand that growth today depends on continuous experimentation and data-driven optimization.”
According to him, platforms like Google Ads and Meta have evolved to the point where generic campaigns are no longer sufficient. “The Growth Hacker can extract insights from analytics, adjust funnels in real-time, and even create internal tools to automate processes. It is a rare profile, but one that generates tangible ROI,” says the CEO of LGL.
Chief Experience Officer (CXO): the guardian of the customer journey
While the CMO (Chief Marketing Officer) focuses on attraction, the CXO is responsible for ensuring that every interaction with the brand — from the first click to after-sales — is exceptional. With customer experience as the top priority, this role has gained strength in sectors such as retail, SaaS, and financial services.
“Consumers no longer tolerate bad experiences. A CXO not only maps the journey but uses AI and real-time feedback to anticipate pain points and personalize each touchpoint,” begins the executive. “Companies like Amazon and Netflix have been operating this way for years, but now even SMEs need someone to unify UX, customer service, and data under a single strategy,” concludes.
Generative AI Specialist: the new storyteller
The explosion of tools like ChatGPT, Midjourney, and Synthesia has created a demand for professionals who can apply artificial intelligence ethically and efficiently in marketing. This specialist goes beyond the basics: they understand advanced prompts, integrate APIs into workflows, and use AI to hyper-personalize content.
“Generative AI is not just about creating posts or images quickly. It allows, for example, generating thousands of variations of ads for automated A/B testing or even producing on-demand videos for different audiences,” says Gustavo. “But the challenge is balancing automation with authenticity — that’s why the professional of the future needs to have both creative and analytical vision.”
Community Coordinator (Community Manager 2.0)
Social media is no longer just a means of dissemination, but a space for community building. The modern Community Manager needs to master everything from moderation to engagement strategies on emerging platforms (such as Discord and Twitch), and analyze metrics of belonging — not just reach.
“Brands that invest in loyal communities have lower churn and higher advocacy. This professional is almost a ‘relationship DJ’: mixing content, interaction, and exclusivity to keep the audience engaged in the long term,” he compares.
And why have these professions come to stay? Gustavo explains that the rise of these roles reflects three megatrends:
- Data as raw material: “Without predictive analysis and precise attribution, marketing becomes a shot in the dark.”
- Experience > Advertising: “The customer wants utility, not just beautiful messages.”
- Intelligent automation: “Those who do not know how to use AI will lose efficiency to competitors.”
“In 2024, the marketing professional needs to be a ‘Swiss Army knife’: technical enough to understand data, but creative enough to humanize technology,” he concludes. “These new functions are not a fad. They are the answer to a market that demands speed, personalization, and measurable results,” concludes the CEO of LGL Case.
