If you’ve been in marketing long enough, you’ve probably lived through a few identity crises. First, we were channel experts. Then we became integrated, growth and performance marketers. Somewhere along the way, someone added “AI” to everyone’s job description and called it a day.

Now, we’re entering the era of the full-stack marketer. From where I sit — particularly as a media leader — the role is starting to look a lot like product management.

This doesn’t mean you need to start writing Jira tickets for fun (though some of you already do). It means that tomorrow’s most effective media leaders won’t just optimize campaigns.…