Episode 27
Before You Hire Another Marketer, Watch This
Emilia Korczynska
VP of Marketing, Userpilot
The conversation
Milan Savov talks with Emilia Korczynska, VP of Marketing at Userpilot and the company's first marketer, about how AI is changing who SaaS companies should hire. Emilia explains that AI is taking over repetitive execution work, so judgment, creativity and systems thinking matter more. If she built a team today, she would hire three profiles: an experienced performance marketer, an AI and systems person, and a creative content person.
She warns against automating a process before it works manually, keeps roles that need deep company knowledge in-house, and outsources specialist work such as technical SEO audits. With AI making content cheap, she says distribution, brand and original thinking are what now set companies apart.
What came up
AI's impact on marketing roles
From solo marketer to VP of Marketing
How AI is changing marketing roles and team structure
Content quality over content mechanics
Hiring mistakes and future-proof skills
Moving from marketing activity to outcomes
Building in-house vs. outsourcing
How to recognize talent with a systems mindset
Avoiding unnecessary meetings and siloed work
Deciding where to invest your marketing budget
How B2B discovery channels are changing
Knowing when to stop testing a channel
Strategic content and distribution
Generating leads in a changing landscape
Channels that are actually generating pipeline
Decision-making mistakes and red flags
When to bring roles in-house vs. outsource
Lessons from hiring failures
Growth lessons Emilia wishes she knew earlier
Closing advice for marketers
About the guest
Emilia Korczynska
VP of Marketing at Userpilot. She joined in 2020 as its first marketer and built the marketing function as the company grew into an eight-figure SaaS business.
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