I'm currently at the leadership level at a digital marketing agency. I've been here around 8 years. I have always been at digital marketing agencies my entire career. I actually love agencies. I'm one of the crazy ones. I run all things technical at this agency. I'm wondering what skills I should focus on and learn to stay valuable.
Throughout my stay at this company, I've managed a few full timers, and a few freelancers. Right now though, it's just me. Actually, the majority of my time at this company, it has just been me.
From a pure programming standpoint, it's marketing websites. Mostly custom WordPress websites with various degrees of complexity. We use as little plugins as humanly possible. This could mean anything from a 4 page brochure website to a large multi-site with a custom single-sign on member portal using a 3rd party API no one has ever heard of, all hand-coded by me. Tons of bespoke solutions to unique problems over the years. Tons of APIs, platforms, etc.
I also run the hosting side of the business. What this means is managing our reseller account, administering clients, choosing what packages we offer, how much they cost, managing our client backup strategy, managing monitoring and outages (I am the one getting out of bed at midnight when my phone lights up), launching new websites, etc. etc.
I've also created our devops strategy and implementation. Not especially complex for a marketing agency, but it's there. Every client in git, deploys to a staging server, deploys to a prod environment, etc. Normal stuff. In the past I have managed our full timers and freelancers access to this system. In rare cases a client dev also needs access and I will manage that as well.
Along with all of this, there is also lots of technical marketing tasks that I help with. I help create and debug Google Analytics triggers, campaign attribution, things like "why are there 5 form entries with UTM strings but Facebook only says 3 conversions", technical SEO cleanups, etc. Over the years I have integrated with lots of CRMs and marketing platforms. Hubspot, Salesforce, Pardot, Slate, Mailchimp, etc. Setting up marketing emails, setting up editable templates in those platforms, setting up forms that will embed on the site, setting up the site to pass hidden data into these forms, API calls that trigger CRM emails based on an action taken on the website, etc. Lots of client needs over the years.
Lastly, I am very client-facing. I am in most client meetings. There are lots of meetings that I set up and run myself, being the lone rep from my company in the meeting. I train all the clients on their systems. In lots of cases I am the one they email and interface with for a request.
With AI, I honestly don't know how valuable any of this stuff is that I do, lol. I've been using AI daily, and I'm not an idiot. I can clearly see a world where AI does everything I have mentioned above. Right now my strategy is to try and become an AI expert, and try to figure out new ways to use AI to benefit our customers. At the core of who I am, the reason I have stayed with agencies forever, is because I love helping a wide array of people. Always new people, always new problems. I like being their technical resource.
What would you guys do? I don't even know if agencies will exist in 5 years. What skills should I learn? What jobs should I be aiming for?