Marketing Career Advice: Putting People Before Numbers
Richard Batista advocates seeking authentic mentors, focusing on human behavior, and building a distinctive personal signature.
Richard Batista outlines key fundamentals for early-career professionals in marketing and communications. He highlights the importance of studying human behavior, choosing solid role models, and developing authentic communication skills.
Richard Batista, Head of Performance & GTM at Camesa and founder of Quintal de Negócios, shared his advice for young communication and marketing professionals in a conversation with Bruno Gimenes on Marketing - The Podcast. The segment is part of a broader episode discussing business and technology, focusing on career development, building knowledge, and human relationships.
To watch the practical examples and follow the career stories in detail, watch the video above.
Finding role models and studying career paths
When discussing the first steps in the profession, Batista emphasizes that while technical learning today benefits from an abundance of channels nonexistent in previous generations, it requires discernment when choosing role models. He recalls that when starting out as a designer, he had to call experienced friends to learn basic tools. For him, mapping concrete career paths is essential for anyone seeking to build a solid career.
"Have role models, understand that. Whenever I provide mentorship or consulting through Quintal de Negócios, I say: 'Here are the top five people you admire.' This isn't just professional—it can also be your father or your mother, as they provide impact that you might be looking for externally when you already have it at home," Batista explains. He suggests analyzing the background of these individuals, examining their education, projects, and career milestones on professional platforms.
Human behavior and refusing shortcuts
Batista notes that working in marketing and advertising should not be confined to pre-established formulas or an early obsession with operational metrics. He shares that, in the past, he turned down a lucrative job offer at a major corporate education firm to prioritize finishing his degree in Psychology—a field that became the central foundation of his strategic approach.
Addressing the day-to-day reality of newcomers to the field, Batista warns against fixating solely on isolated metrics. "Don't get trapped only in ROI or CAC. All of that is simply the outcome of work you will build over the course of your life," he states. He highlights that even when presenting technical case studies on industry stages, audience interest often pivots to team engagement dynamics and interpersonal relationships.
Personal signature, communication, and community building
As practical guidance for future career growth, Batista divides individual development into three pillars: crafting a well-executed personal signature, mastering hands-on execution, and developing direct communication skills. He draws an analogy to visual arts, noting that graphic reproductions have low value, whereas original, handmade work carries the distinctive weight of an authentic signature.
The third pillar, centered on communication, is highlighted by Batista as the key foundation of professional success. "Learn how to communicate. Learn to talk to people, connect with people, and show up around others to sell your business and sell yourself," he notes. He concludes that professional growth stems from the ability to build shared ecosystems and authentic human connections across diverse industry circles.