Summary
Highlights
Grigory Bakin shares his unconventional career path, detailing his transition from law enforcement to marketing at the age of 30. With three degrees in forensic science, psychology, and journalism, he found himself at a personal and professional crossroads. He began writing texts and delving into content marketing, which was then a nascent field. This led him to pursue a journalism degree and gradually move into content marketing, content management, SMM, and eventually brand marketing.
Grigory believes marketing is one of the most dynamically developing fields. His entry into marketing was somewhat accidental, stemming from his ability to write articles. He quickly realized that monetizing articles alone was difficult, pushing him to seek roles closer to sales and business. He emphasizes that the more money a marketer brings to a business, the higher their salary. He sees marketing as a powerful tool to change the world and people's behavior, referencing how companies like Apple revolutionized daily life.
Grigory observes a mental revolution in the current market, where people seek meaning in their work beyond basic needs. He discusses the concept of 'liminality,' or threshold states, in career changes and personal crises. He notes that specialists can no longer be narrow in their expertise; for instance, an SMM specialist needs to understand promotion and traffic generation. While entry into the profession has become easier with numerous online courses, competition is also higher. He stresses the importance of soft skills and adapting to a market that will likely remain employer-driven, highlighting the need for uniqueness and continuous development.
Grigory categorizes marketing career paths into two main routes: one through performance and analytics, and another through content and customer retention. He explains various roles, such as content manager, performance marketer, and brand manager. He differentiates between online and offline brand management, noting the specialized skills required for each. He advises individuals to consider the niche they want to enter and the specific functions involved, rather than just job titles. He also highlights the importance of aligning one's skills and interests with the chosen marketing area, whether it's content creation, performance, or influencer marketing.
In response to a viewer's question, Grigory explains that KPIs in partnership marketing can vary significantly based on the business goals. These can range from tangible metrics like the number of sales or journeys generated (as in his previous project with Yandex Taxi and Avito) to broader indicators such as reach, website traffic, or even increased product awareness. He stresses the importance of clearly defining and discussing KPIs at the outset of any collaborative project to ensure effective measurement and accountability.
Performance marketing is focused on measurable results and typically involves tools like Yandex contextual advertising, targeted advertising on VK, and other platforms that drive traffic. It requires specialists to understand both the technical aspects of these tools and the creative elements that influence user engagement. Direct marketing, or targeted marketing, is about direct communication with the client, often through email newsletters, push notifications, and calls. He emphasizes the critical role of working with existing customer bases for repeat purchases, calling it one of the most useful and effective channels for businesses.
Grigory advises a trial-and-error approach, coupled with self-reflection, to discover what one enjoys in marketing. He suggests using a 'compass' exercise where one lists their ideal work setup and personal values to find alignment. He strongly recommends gaining experience, even if it means working unpaid internships or creating a portfolio through personal projects. He highlights that even educational projects, like developing a full brand strategy, can serve as valuable case studies for job applications.
Grigory suggests a forward-thinking approach to career planning: envisioning a desired future position (e.g., director of marketing, or owning a business) and then working backward to identify necessary steps and skills. He encourages focusing on skills that align with personal preferences, such as analytics for performance marketing or creativity for content. He emphasizes that marketing offers a wide range of roles, allowing individuals to find a comfortable and fulfilling path. He also highlights the importance of continuous learning, seeking mentorship, and overcoming the fear of not knowing enough, as everyone is always learning.
Grigory explains his role as a career consultant, drawing on his psychology education and marketing experience. He assists individuals who want to develop in internet marketing, understand their soft skills, or make career transitions (e.g., into brand management). He helps with resume building, interview preparation, and understanding the job market. He also guides freelancers and business owners with packaging their services, building personal brands, and acquiring clients. He offers support for those feeling unmotivated, emphasizing the importance of small, consistent steps towards their goals.