The value rarely lies in someone who knows a single channel. The value lies in capabilities that create leverage and order: - Measurement, attribution, MMM, and experiment design - Instrumentation and data platform understanding - Creative systems, how creative work is produced at scale with quality - Agent ops, how agent flows are run, quality‑assured, and logged What matters is that external resources can work inside the organisation’s real processes, not just deliver output from the side. Otherwise you build an external silo and communication grows.