We are Christina and Peter Pilarski, founders and leaders of CIPR Communications.
Having identified the gaps in your digital marketing resources, the next step is to create a digital marketing job description that you can use to recruit the in-house or agency talent you need to fill them. The trick is to match your wish list of qualities and skills to a skillset that you are realistically likely to find in an individual. Don’t try to cram all of your requirements into a single job description because it isn’t likely that you’ll find one person who can fit the bill. Have someone in your team look over your job description and help you set realistic parameters. You may find that you’re looking for two people rather than one.
Understanding digital marketing roles
When recruiting for digital marketing positions, the most important thing is to understand what these roles entail. Many people who have a limited understanding of digital marketing assume that it describes a set of tasks that a single individual can handle, but this couldn’t be further from the truth. Digital marketing encompasses a range of tasks, tools and tactics that requires teams of people to manage. You might be able to find an excellent digital marketing manager who can oversee your marketing strategies, but that one individual won’t be able to handle all the tasks involved in implementing them. You may need to hire two or more people, as well as working with an agency, depending on your specific needs.
As we continue to emphasize, there is no real contest between hiring a digital marketing agency vs in-house resources. You are most likely going to need at least one person in-house plus an agency. The two will always need to work side by side. If you’re unsure how to build a job description to fill all your digital marketing gaps, the best thing to do is reach out to an agency. We can offer the best advice on how to employ in-house resources, as well as working alongside that talent to achieve your marketing goals.
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Christina Pilarski
Christina Pilarski is CEO and co-founder of CIPR Communications, a digital PR, marketing, and AI consulting agency serving hospitality, tourism, and luxury lifestyle brands across North America. Before starting CIPR in 2010 with her life partner and business partner, Peter Pilarski, Christina led campaigns in a series of corporate roles and served as Special Advisor to the Minister at Alberta's Department of Tourism, Parks and Recreation. She now leads a team of 20+ staff and contractors across CIPR and its AI-focused division, the Tourism AI Network. Christina holds a BA with Honours and an MA in Communications Studies from the University of Calgary. Outside the office, she's a mom of twins and two dogs, based in Calgary.
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Peter Pilarski
Peter Pilarski is the Founder of Tourism AI Network and President of CIPR Communications. He helps tourism and hospitality organizations adopt AI strategically — from AI search visibility and custom tool development to team training and executive advisory. He is a sought-after keynote speaker, workshop facilitator, and AI advisor whose sessions blend practical frameworks with real-world results.
