Does Your Director Think You’re a Specialist in Everything?

SEO. PPC. Content. Digital PR. Reporting. AI. Tools. You name it, you’re expected to understand and do it all.
I know what it’s like from when I worked in-house. You end up being the go-to for everything digital, even if it’s not really your area.

It’s not that your director expects too much on purpose. They just don’t always realise how many specialisms are now involved in digital marketing. And the more you say yes to, the more they assume you’ve got it all under control.

But being expected to deliver results across every channel without the right support isn’t realistic.

If any of this sounds familiar, here are a few signs you might be doing too much and how to start a better conversation with your manager or director.

You’re Googling how to do things that are outside your skill set

If you’ve ever searched “how to set up GA4 conversions” or found yourself watching YouTube tutorials on schema markup, you’re not alone.

These aren’t things you should have to learn on the fly. They take time, and getting them wrong can hurt performance.

You can be a brilliant marketer and still need help with technical tasks. It’s okay to flag that you’re spending too long figuring things out and that it would be quicker and more effective to bring in a specialist.

You’re expected to switch between too many channels

You might be writing content one minute, running a Meta Ads campaign the next, then trying to fix a drop in organic traffic after lunch.

Switching between tasks like this takes energy. And when you’re spread thin, nothing gets the focus it really needs.

To make things harder, some job descriptions ask for deep knowledge in SEO, PPC, social, content, design and analytics all rolled into one person. No one can do it all, especially not for the salaries often offered. It’s not about skill or work ethic. It’s about being realistic with time, budget and expertise.

You don’t need to say you’re struggling. You can simply explain that results would improve with specialist input for example, someone who can keep paid ads running smoothly while you focus on the content strategy.

Your director wants quick results from slow channels

Some directors see SEO and think “free traffic” and “fast growth”. But you know it doesn’t work like that. SEO takes time. The same goes for building backlinks through digital PR or creating a proper content plan.

If your director wants results in a few weeks, that’s not a problem with your skills that’s a sign the business needs to invest in short-term and long-term activity. You can highlight how SEO and paid search can work together, and why a mix of tactics gives better results.

You’re spending more time on reporting than doing the work

If pulling together dashboards, copying over data, and writing monthly summaries is taking up too much time, that’s worth pointing out.

You might be doing it all manually because you’re not a data specialist, or you haven’t got the right reporting setup.

A short-term fix could be getting help with building reports or dashboards. That way, you can focus on actions instead of admin and your director still gets the insight they need.

You’re left trying to explain big shifts in search or ad performance

AI tools like ChatGPT and Perplexity are changing how people search. Google’s AI Overviews are affecting clicks and impressions in some industries. Paid social algorithms are shifting too.

If your performance is dipping, it might not be something you’ve done wrong. It could be down to changes in how people are finding content or interacting with search results.

A specialist can help spot what’s changed and what to do about it whether it’s adapting keyword targeting, testing new ad formats or rethinking how you structure content.

What to do next

Start by writing down the areas you feel less confident in. These might be technical SEO, paid search, paid social or digital PR.

Then list the parts of your role where you add the most value. This helps show your manager where your strengths are and where extra support could help the whole team.

You don’t have to pitch it as “I can’t do this”. It’s stronger to say “I can do this better if I can focus on the right things”.

Sometimes all it takes is a one-off audit, some strategic input, or someone to set things up so you’re not starting from scratch.

Get in touch with us at Koozai to find out how we can help you with your digital marketing.