Gybe Fortnight: don't make the reader connect the dots

Welcome to this edition of Gybe Fortnight - our round-up of what's moving in the marketing, digital and sales market, the roles and talent we're working with, and the headlines worth your attention.

Market overview

According to SEEK, Australia's advertised salary growth held steady at 4.2% annually in September, with monthly growth remaining relatively subdued as businesses navigate rising costs and economic uncertainty. For Brisbane employers, this points to a more measured remuneration environment, while candidates considering a move may still have opportunities to improve their earning potential, particularly where their skills and experience are in demand.

Tip of the fortnight: don't make the reader connect the dots

A strong CV shouldn't leave the hiring manager guessing. We're seeing good candidates undersell their experience by assuming the reader already understands their employer, the tools they've used or the impact they've had.

But when applications are high, hiring managers are often scanning rather than reading every word. If the relevance isn't immediately clear, even a strong candidate can be overlooked. A few simple ways to strengthen your CV:

• Give context. Add a brief description of your employer, particularly if it's not a well-known brand.
• Be specific. Name the platforms, tools and systems you've actually used.
• Show the impact. Go beyond responsibilities to highlight outcomes and achievements.
• Make the connection. Tailor your experience to demonstrate why you're a match for the role.

Don't leave it to the reader to connect the dots. Draw the line for them. In a competitive market, clarity can make all the difference.

Trick of the fortnight: add this to your weekly listen

If you're a marketer, The Limitless Equation deserves a place on your podcast playlist. Hosted by Chloe Hooper, founder of Bare Feat, the podcast explores self-belief for women in business. Each episode features a senior leader, from CMOs to CEOs and founders, sharing their career journey, the lessons they've learned along the way and the strengths that have shaped their leadership. Chloe is a delight to listen to, and there's plenty to take away from every conversation.

Chloe is also bringing the conversation around self-belief to Brisbane with Self-Doubt, The Invisible Pandemic on Friday 23 October at The Calile. The event explores how self-doubt shapes our confidence, careers and the way we show up, and shares practical ways to better understand it, back ourselves and think differently about what's possible. It's a timely reminder that career progression isn't just about what we know or what we've achieved. It's also about believing in ourselves enough to take the next step.

Takeaway of the fortnight: don't rule yourself out

You don't need to tick every box to be the right person for the role. We regularly see strong candidates hold back from applying because they don't meet every criterion. Job ads often describe an ideal, not a minimum, and hiring managers are frequently open to people with the drive, adaptability and transferable skills to grow into a role. Before you talk yourself out of an opportunity:

• Focus on the core. Identify the three or four requirements that really matter, and show how you meet them.
• Own your adjacent experience. Skills from a different industry, channel or team can be a genuine point of difference.
• Show your momentum. Highlight how you've grown, what you've taken on and how quickly you've learned.
• Have the conversation. If you're unsure whether you're a fit, speak with your recruiter. We can often tell you what the hiring manager is really looking for.

The bottom line: if the role excites you and you meet most of the criteria, put your hand up. The only guaranteed way to miss out is not to apply.

Jobs in market

• Videographer / Video Producer | founder-led property and commercial finance advisory firm | Brisbane City, on-site | full-time | $90k-$100k + super - build an in-house video capability from the ground up, owning production end to end from filming and interviews through to editing, colour grading and motion graphics, with direct access to the founder and directors.
• Content Marketing Specialist | one of Australia's most trusted household brands | Wacol, on-site | full-time | $90k-$100k + super - own social and content strategy across Instagram, TikTok, LinkedIn, YouTube and email, from the first idea through the shoot and edit to results.

Other roles worth knowing about right now:

• Comlink Australia - General Manager, Marketing, setting the marketing, brand and communications strategy for a growing group spanning aged care, disability, community services and allied health, advertised at $175k + incentive + super.
• Australian Tourism Data Warehouse - CRM & Customer Lifecycle Manager, owning CRM, segmentation and lifecycle journeys for the national tourism platform used by 35,000+ tourism businesses, hybrid from Fortitude Valley.

Interview question of the fortnight

"What's something you believe about your profession that most people in your industry would disagree with?"

Talent worth knowing

• Campaign Coordinator | $90k + super | 1 week's notice, permanent or contract - 3+ years as a Brand & Campaign Coordinator within a national consumer comparison brand, aligning internal teams and external agencies on campaign objectives and timelines, with earlier experience across a multi-venue hospitality group.
• Digital Marketing Specialist | $85k + super | 1 month's notice, permanent or contract - a B2B marketer who built the marketing function from the ground up as sole marketer for a technology business, lifting average LinkedIn engagement from 2% to 9% and building an AI-driven account-based marketing process that cut 20+ hours of manual research to around 2.
• Digital Marketing & CRM Lead | $110k + super | available immediately, permanent or contract - 10+ years across marketing, eCommerce, CRM and channel marketing, who lifted MQL-to-SQL conversion from 18% to 31% for a B2B SaaS client and drove 98% year-on-year revenue growth for a skincare eCommerce brand.

Headlines we're watching

• CBA has dropped its group CMO role following Jo Boundy's exit, promoting four internal marketers into three CMO roles (brand and Olympics, retail banking, and business and institutional banking) plus an MD for its in-house agency.
• Mercury Talent data shows the media and events sector's best hiring quarter in three years, with mid-level hiring up 25% year-on-year and junior hiring recovering only slightly.
• Marketing Association of Australia research finds 75% of marketers use AI weekly but only 29% have had AI training, and warns the fundamentals are being overlooked.
• A Bench Media survey of 70+ senior client-side marketers found 38% accept AI-generated strategic recommendations without human review.
• Assembled Media's Gareth Nicholls argues agencies too often tell clients what they want to hear, citing IPA research that 77% of marketers want their briefs challenged but only 43% say their agencies do it.

Get in touch

Whether you're hiring, exploring your next move, or just want to talk through the market, we'd love to hear from you.

• Libby Kidd: 0401 784 670 | [email protected]
• Michael Johns: 0406 210 924 | [email protected]
• Cass Barker: 0431 625 791 | [email protected]