If there’s one constant in marketing, it’s change. New technologies, consumer behaviors, and engagement methods are emerging at a rapid pace, creating demand for professionals with skills that didn’t even exist until recently. On Marketing Professional Day, celebrated on May 8th, Gustavo Costa, CEO of LGL Case and digital strategy expert, highlights the professions that have quietly become trends—and why they’re revolutionizing how brands connect with their audiences.
Growth Hacker: The Growth Alchemist
Unlike traditional marketing, the Growth Hacker doesn’t limit themselves to one-off campaigns. They operate at the intersection of marketing, technology, and data analytics, using rapid testing, automation, and creative strategies to scale businesses with reduced costs.
“Many companies still think of growth hacking as a tactic just for startups, but it’s already a necessity even for 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 so much that generic campaigns are no longer enough. “The Growth Hacker knows how to extract insights from analytics, adjust funnels in real-time, and even create internal tools to automate processes. It’s 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 every interaction with the brand—from the first click to post-sale—is exceptional. With customer experience as the top priority, this role has gained strength in sectors like retail, SaaS, and financial services.
“Consumers no longer tolerate poor experiences. A CXO not only maps the journey but uses AI and real-time feedback to anticipate pain points and personalize each touchpoint,” the executive begins. “Companies like Amazon and Netflix have operated this way for years, but now even SMBs need someone who unites UX, customer service, and data under one strategy,” he adds.
Generative AI Specialist: The New Storyteller
The explosion of tools like ChatGPT, Midjourney, and Synthesia has created demand for professionals who know how to 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 isn’t just about creating posts or images quickly. It allows, for example, generating thousands of ad variations for automated A/B testing or even producing on-demand videos for different audiences,” says Gustavo. “But the challenge is balancing automation with authenticity—which is why the professional of the future needs both creative and analytical vision.”
Community Coordinator (Community Manager 2.0)
Social media is no longer just a promotional channel but a space for community building. The modern Community Manager, according to Costa, needs to master everything from moderation to engagement strategies on emerging platforms (like Discord and Twitch), in addition to analyzing belonging metrics—not just reach.
“Brands that invest in loyal communities have lower churn and higher advocacy. This professional is almost like a ‘DJ of relationships’: mixing content, interaction, and exclusivity to keep the audience engaged long-term,” he compares.
And why are these professions here to stay? Gustavo explains that the rise of these roles reflects three megatrends:
- Data as raw material: “Without predictive analytics and precise attribution, marketing becomes a shot in the dark.”
- Experience > Advertising: “Customers want utility, not just pretty messages.”
- Intelligent automation: “Those who don’t know how to use AI will lose efficiency to competitors.”
“In 2024, marketing professionals need to be a ‘Swiss Army knife’: technical enough to understand data but creative enough to humanize technology,” he concludes. “These new roles aren’t fleeting trends. They’re the answer to a market that demands speed, personalization, and measurable results,” says the CEO of LGL Case.
