Is adaptability the secret to building a strong marketing career?

Ana Osuna, Content Partnership Specialist at Compose.ly, discusses LinkedIn’s ban on Apollo and Seamless.ai and its impact on outbound sales. She and host Nicole MacLean explore data ownership and the importance of brand-building in a shifting digital landscape. We’re also joined by Matt Lyman, a marketing leader with over 20 years of experience, who shares how his background—from theater to collections to marketing ops—shaped his approach to leadership. He unpacks the evolving role of marketing leaders, the balance between strategy and execution, and why the best marketers understand both operations and creativity.

In this episode, you’ll learn:

• Marketing Leadership Evolution: How the role has shifted from specialization to generalization
• Hiring for Ability, Not Just Experience: Why problem-solving matters more than specific tools
• Content-Led Growth: How emotional connection and storytelling fuel marketing success

Things to listen for:
(00:00) Welcome to the show
(00:59) LinkedIn bans Apollo & Seamless.AI
(02:22) Impact on sales and marketing tools
(06:00) From theater to marketing leader
(12:36) The importance of certifications
(18:36) Generational marketing insights
(21:44) Newsletter and cute projects
(22:13) The otter mascot story
(22:57) Duolingo's owl and marketing strategies
(24:49) The evolution of marketing roles
(27:56) The importance of generalist skills
(41:05) Hiring for abilities, not skills
(43:58) Friends Matter with 321 for 3:21 by R.I.D.E 4 ALL

Resources:

• Connect with Matt: https://www.linkedin.com/in/mattlyman/
• Connect with Nicole: https://www.linkedin.com/in/nicolemmaclean/
• More from Compose.ly: https://compose.ly/content-matters
• Submit Your Own Friends Matter Story: compose.ly/friends-matter
• And from this episode, shoutout to 321 for 3:21 by R.I.D.E 4 ALL, which Matt serves as the chair of: https://ride4all.org/321for321
• The Day Of Play 2025 by R.I.D.E 4 ALL: https://ride4all.org/day-of-play
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/
• Learn more about our sponsor, Clutch, here: https://clutch.co/