Meta eliminated the traditional media-buyer role, and high-spend accounts now need 400-500 fresh creatives monthly. Eric Siu argues marketers must become T-shaped: deep in one discipline like SEO or paid media, but competent across analytics, organic social, email, and copywriting to survive the creative-centric ad ecosystem.
I was looking at this tweet over here. So this guy, Matt Swielinski, he works for Victor now. He used to work at Growth. He used to do growth for Whisperflow and Superhuman. So he said, Meta quietly ended the media buyer job and most SaaS teams have not noticed. So creative is the targeting now. A $100K a month, K account per month spend needs 400 to 500 new creatives a month to feed the algorithm. 2 static ads and a lookalike audience is not a strategy. So we should talk about how we think about this because we're doing this for clients right now as well. But My opinion on this is that the really, whether you're in SEO or paid media, what we're hiring now, Neil, is what we call 4-deployed marketers. A 4-deployed marketer needs to be a T-shaped marketer that is deep in one area. So it could be SEO or it could be paid media, but then they're actually very broad across other categories. They do know how to do analytics, they know how to do organic social, they know how to at least talk about this stuff, right? And so you can't, I believe in today's age, in 2026, you can't just be a media buyer. Like, It's unfathomable to me, Neil, that people today, they're like, if you think back to when we were like 24, 25 years old, did we know how to do analytics? Like, yeah, we did. But now it's considered like a different job. And I do believe you should go deeper in it. But to be a well-rounded marketer, like I think I look at you, I look at me, it's like, sure, we might've started in SEO, but we know affiliate well, we know SEO, sorry, we know paid media well, we know all these things, we know email well, we know copywriting well. Yeah. And that's what I think it is. So this is not even the end of the media buyer job. I think this is the end of the, we're gonna see less specialist marketing jobs and we're gonna want more generalists that are just strong strategists at the end of the day.
