Kieran Flanagan
SVP of Marketing, HubSpot
On hiring marketers with entertainment and creator backgrounds as AI commoditizes content
Our takeOpinion
The SVP of Marketing at HubSpot raises how generative tools making competent content cheap shifts hiring toward people with entertainment and creator backgrounds, aimed at the awareness stage rather than consideration. For a leader with an open headcount, the piece offers a way to test unfamiliar skills before writing a permanent job description: fund a small experiment, such as a comedian joining a scriptwriting session, a produced product concept, or a paid pilot with a creator, and see who on the team can run it. It fits most naturally where consumer-style attention matters, such as product-led or prosumer software with a broad buyer base, and where a growth team already runs disciplined experiments that could be pointed upstream. The creator section also gives a practical check: examine who actually engages with an audience before paying for reach. All of this rests on the author's own experience and a handful of well-known brand examples, with no measured comparison against conventional hiring. It would transfer poorly to long-cycle enterprise sales, regulated categories with heavy brand review, or teams without budget to absorb experiments that fail.
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