A Focus on Marketing and Communications

Insights from a Fireside Chat with Kelly Rusk

At our October Fireside Chat, we sat down with Kelly Rusk, Founder & CEO of Aura, a career matching platform built for the Canadian marketing, communications, and PR industry. What unfolded was a candid, deeply honest conversation about something every marketer feels but rarely says out loud: The job search process is broken.

From leadership expectations to LinkedIn positioning to breaking into new markets, attendees brought real questions and Kelly brought her perspective, and hard truths that landed with the entire group.

Below is a recap of the most resonant questions and Kelly’s insights, captured exactly as they were shared.

Marketing, Business Development, and Sales: How Closely Are They Linked?

In B2B environments, marketing and business development often operate like distant cousins, related, but siloed.
Kelly emphasized that the connection is much tighter than most organizations acknowledge.

“These two functions are so closely related but so often siloed or disjointed. Consider positioning yourself as a conduit between them.”

The real challenge? Understanding leadership expectations on both sides and communicating effectively across functions. The opportunity? Becoming the person who can bridge the gap, a change catalyst who moves seamlessly between strategy, execution, and revenue.

Leadership Roles Require Leadership Experience, But How Do You Get It?

This question hit home for many attendees. Kelly’s perspective reframed the entire issue.

“Leadership is not a position; it’s a state of being.”

She reminded us that leadership often shows up long before a title does. Committee work, office fundraisers, volunteering, cross-functional initiatives…  these are all legitimate ways to demonstrate leadership.

But she also pointed out a hard truth.

“If you’re so heads down delivering for your job that you don’t have time to take on those opportunities, that might be an area of personal growth.”

High-performing individual contributors aren’t always the ones who get promoted. People who create space for leadership often rise faster.

Targeting Your LinkedIn Profile When Roles Vary Widely

Marketing roles are notoriously inconsistent. One job requires analytics and CRM, another demands brand strategy and copywriting. Kelly’s advice was simple and strategic. 

“Go deeper than the skills requirement and get clear about your goals and aspirations.”

Instead of trying to be everything to everyone, build your profile around what you actually want to do, not just what you could do.

Kelly has built a career by jumping across industries and disciplines, and her message was clear: You can absolutely pivot, but only if you define your own parameters first.

Why Your Resume Isn’t Converting Like It Did 7–8 Years Ago

This one sparked nods from everyone and Kelly didn’t sugarcoat it.

“Five-plus years ago it was easy to get interviews with some tailoring of your resume. Today it is not.”

With AI enabling anyone to “fake it till they make it,” standing out is harder than ever. The average number of applications per shortlist? 427. Her advice?

• Work smarter, not harder
• Don’t rely on postings
• Leverage your network
• Get clear on your goals
• Find unposted opportunities and get in early

The “spray and pray” era is over.

Which Skills Matter Most Today?

Kelly was unequivocal. 

“Soft skills are more important than ever.”

AI can generate strategy decks, content plans, and polished documents, but it cannot replace:

• Trust
• Communication
• Expectation management
• Understanding client challenges
• Long-term relationship building

Execution reveals who actually understands the work.

Advice Kelly Would Give Her Younger Self

This was one of the most reflective moments of the chat. 

“I had the idea that if you just put your head down and worked hard, you would be recognized and rewarded. I wish I spent more time understanding the dynamics between people, positions, departments.”

Kelly pointed out that hard work matters, but organizational awareness matters more.

How Students Can Stand Out Without Experience

Kelly’s advice was refreshingly practical.

“It’s really hard to stand out on your own… so get out and meet people.”

Build your network brick by brick. Volunteer. Offer help on small projects. Create a solid online presence. It’s now table stakes. Her point was well made. Relationships open doors that resumes can’t.

Digital Marketing in the Age of AI

AI is reshaping SEO, content, and digital strategy at breakneck speed. Kelly’s recommendation simple. 

“Build a holistic understanding of marketing and communications.”

Technical skills will evolve. Tools will change. But trust, communication, and long-term brand building will always matter.

Breaking Into Canadian Marketing with International Experience

For attendees with global backgrounds, Kelly offered clear direction.

“Highlight your accomplishments, metrics, and deliverables more prominently than your work experience.”

Show that you speak the marketing language Canadian hiring managers expect. Lead with results. Demonstrate capability. Experience is transferable when framed correctly.

Standing Out in Entry-Level Marketing Roles

With so many graduates entering the field, differentiation is tough. This was Kelly’s advice.

“Build something interesting based on a passion project and meet people face to face.”

Online portfolios matter — but in-person relationships convert.

This Fireside Chat made one thing clear: The job search process isn’t just challenging, it’s fundamentally broken.
But Kelly’s insights also revealed something hopeful: you can still stand out. You can still pivot. You can still build a meaningful career in marketing. You just have to approach the process differently and with a willingness to build relationships beyond the screen.