---
title: "Twitter for Marketing Professionals: A Career Your CV Can't Show"
description: "For marketers and comms people in Web3: what posting on X proves about your career that a CV never can, and a 12-week plan to build that public proof."
author: "Shilika Jain"
date: "2026-10-28T01:24:50.255+00:00"
tags: ["personal brand", "x strategy", "web3 marketing", "thought leadership"]
canonical: "https://www.shilikajain.com/blog/x-for-web3-marketers-comms-professionals-career"
---

# Twitter for Marketing Professionals: A Career Your CV Can't Show

By [Shilika Jain](https://www.shilikajain.com/authors/shilika-jain) - 10/28/2026

For marketers and comms people in Web3: what posting on X proves about your career that a CV never can, and a 12-week plan to build that public proof.

---

# Twitter for Marketing Professionals: A Career Your CV Can't Show

For a marketing or comms professional, posting on X builds the one thing a CV can't hold: public proof of how you think, written before anyone asked. A CV lists where you worked. A feed shows your judgment, your taste in narratives and your network, dated and searchable. In Web3, where most hiring and client work moves through people who already know your name, that proof often matters more than the job titles.

I'm writing this for the people behind the brands, not the founders in front of them. Content writers, PR managers, community leads, growth marketers. I came into crypto as a content writer and built most of my career through work done in public, so this is the version I wish someone had handed me at 20.

## Why does a CV undersell marketers in particular?

A developer can link to a repo. A designer can link to a portfolio. A marketer's best work usually lives inside someone else's brand, under someone else's name, behind an NDA or a client logo you're not allowed to use.

That leaves your CV doing a job it was never built for. It says "led PR for a layer 2" and the reader has no way to judge whether you wrote the narrative or sent the calendar invites. Two people with the same line on paper can have completely different levels of skill, and the CV flattens them into the same sentence.

Posting fixes the visibility gap without breaking any confidentiality. You don't share the client's numbers. You share how you'd think about the problem.

> Twitter & LinkedIn provided me much more value than my school ever did.
>
> [Shilika Jain on X, 7 Aug 2022](https://x.com/Shilika_jain/status/1556150881053073408)

I wrote that two years into the industry. A degree got me interviews. The feed got me conversations with people who had already read how I think.

## What does a feed prove that a CV can't?

I use a simple test when I review a marketer's profile. I ask what a stranger could verify about them in ten minutes of scrolling. The table sets that against the same ten minutes spent on their CV.

| What a hiring manager or client wants to know | What the CV offers | What a year of posting offers |
| --- | --- | --- |
| Whether you can form a view on a narrative | A claim ("strong storyteller") | Dozens of dated takes they can agree or disagree with |
| Whether you understand the tech you market | A list of chains and protocols | Posts that explain a mechanism in plain words |
| Whether you keep going when results are slow | Tenure dates | A visible streak through quiet months |
| Who already trusts you | References on request | Replies and reposts from people they recognise |
| How you write | A cover letter written for this job | Hundreds of unpolished examples |
| What your taste is | Nothing | What you choose to praise, critique and ignore |

The last row is the one marketers underestimate. Taste is most of the job. Which campaign was smart, which launch was noise, which narrative will age badly. A feed is a running record of your taste, and people hire taste.

## Are marketers really "building" if they don't ship code?

Yes, and it helps to say it out loud, because the industry's language leans toward developers.

> unpopular opinion: Marketers are also buildoors🫶🏻
>
> [Shilika Jain on X, 20 Oct 2022](https://x.com/Shilika_jain/status/1582971719765016576)

What a comms person builds is less visible than a smart contract, so you have to make it visible on purpose. Relationships with reporters. A sense of what lands with a Korean audience versus an Indian one. A library of positioning ideas. Pattern recognition from running ten launches.

None of that shows up unless you write about it. Once you do, it turns into something people can point to when they recommend you.

## What should a marketing or comms professional post about?

Your raw material is different from a founder's. You don't have a roadmap or a product to talk about. You have a vantage point across many projects, which is arguably more interesting to read.

Five post types that work for people in marketing and comms roles:

1. **Teardowns of public campaigns.** Pick a launch, an announcement or a rebrand that's already public, and say what you'd keep and what you'd change. Never your own client's unreleased work.
2. **Process notes.** How you structure a media list, how you brief a KOL, how you write a pitch subject line. Process is safe to share and hard to fake.
3. **Calls you got right or wrong.** "I thought this narrative would stick, it didn't, here's what I missed." These build more trust than wins.
4. **Translations.** Take a technical concept from your sector and explain it the way you'd explain it to a journalist. This is the skill employers are paying for.
5. **Industry observations from the trenches.** What conference weeks actually look like, what reporters keep asking for, which channels stopped working this quarter.

If you're stuck on raw material, my sibling post on [mining your workday for post ideas](/blog/what-to-post-on-x-crypto-ideas-from-daily-work) has a weekly capture habit for exactly this.

What to avoid: news summaries anyone could write, engagement bait, and complaints about named clients or former employers. The last one is a career risk, and I cover the lines in more detail in [posting on X while employed](/blog/posting-on-x-while-employed-boundaries).

## How does posting turn into actual career outcomes?

Slowly, then through specific people. In my case the outcomes came as a first consulting client, a first speaking slot, introductions to people who had been in the industry far longer than me, and later, writing work as a freelance author at The Chainsaw and a contributor at CryptoDailyUK. Not one of those came from a single post. Each came from someone who had seen a long run of them.

The mechanism looks like this:

- **Recognition.** Someone sees your name next to the same topic several times and starts to associate the two.
- **Reference.** They mention you when a peer asks "who knows PR in APAC" or "who writes well about DeFi."
- **Reach out.** A founder, a hiring manager or an agency lead DMs you, already half convinced.
- **Proof.** They scroll your profile before the call. Your back catalogue does the interview's first half.

> when people ask me what are you building?
>
> me: my online reputation 😍💗
>
> [Shilika Jain on X, 2 Sep 2024](https://x.com/Shilika_jain/status/1830593362849632693)

I meant that half as a joke and fully as a strategy. For anyone in comms, the reputation is the product you carry from job to job.

## A 12-week plan for a marketer starting from zero

This is the sequence I'd give a junior PR or content person who has an account but has never posted with intent. I call it the three-ring plan, because each month widens the circle of who notices you.

**Weeks 1 to 4: the inner ring (your own clarity)**
- Rewrite your bio to name your craft and your sector in one line, for example "PR and comms for DeFi and infra teams."
- Pick two topics you'll be known for. Not five.
- Post three times a week. Mostly process notes and translations.

**Weeks 5 to 8: the middle ring (your peers)**
- Add five thoughtful replies a week to marketers and comms people slightly ahead of you.
- Publish one public teardown of a launch you admired or doubted.
- Pin your strongest post.

**Weeks 9 to 12: the outer ring (people who hire)**
- Reply to founders, agency leads and reporters in your two topics, adding something specific each time.
- Write one longer post or short thread on a lesson from your own work, with nothing confidential.
- Open your DMs and make it obvious what you're open to: roles, freelance, speaking.

Twelve weeks won't make you known. It will give a stranger enough to judge you, which is the threshold that matters for a career. If you're aiming at a specific job hunt, my sibling post on [getting hired in Web3 through X](/blog/getting-hired-in-web3-through-x) covers how to ask.

## When doesn't this approach fit?

Posting isn't free, and it isn't right for everyone.

- **If your employer prohibits it**, read the policy first. Some exchanges and regulated firms restrict public commentary on markets entirely.
- **If you can't sustain it**, a dormant account with ten posts from 2023 can read worse than no account. Pick a rhythm you can hold for a year.
- **If your work is mostly in-person or in closed channels**, as a lot of BD and Telegram-heavy community work is, your reputation may build faster through events and referrals.
- **If you want attention more than reputation**, X will reward you for being loud, and that's a different career. Hot takes on token prices can get reach and still make you unhireable by serious teams.

There's also a real time cost. A good post can take ten to twenty minutes to write and edit. A good reply can take five. That's time you're not spending on paid work, and it only pays back over months.

For founders, I treat this differently because the personal brand feeds the company's press, which is what my [founder profiling](/services/founder-profiling) work is built around. For marketers, the brand feeds your own options, and you're the only one who'll build it.

## FAQ

### Is LinkedIn or X better for a marketing career in Web3?

Both, for different jobs. X is where the crypto industry talks to itself in real time, so it's better for being noticed by founders, reporters and peers inside the space. LinkedIn is stronger for recruiters, traditional companies and anyone hiring from outside crypto. I compare the two in more depth in my LinkedIn vs X piece.

### Should I post under my real name or a pseudonym?

For a career, your real name, unless there's a safety reason not to. The whole point is that a hiring manager can connect the person on the call with the thinking in the feed. Pseudonymous accounts can build huge followings, but the reputation doesn't transfer cleanly to a CV or a client contract.

### How many followers do I need before posting helps my career?

There's no threshold. The people who matter for your career are a few dozen founders, agency leads and editors, not thousands of strangers. A small account with sharp, consistent posts in one niche can open more doors than a big account with scattered ones.

### Can I post about my clients' work?

Only what's already public and only in a way the client would be comfortable reading. Celebrating a launch after it goes live is usually fine. Sharing results, numbers or behind-the-scenes decisions needs explicit sign-off. When in doubt, write about the method instead of the client.

*If you work in Web3 marketing or comms and want a second pair of eyes on your profile and posting plan, [book 30 minutes with me](https://calendly.com/shilikajain/30min/) and we'll map it out.*

---

**Book a 30-min career and visibility teardown with Shilika** - https://calendly.com/shilikajain/30min/

Canonical: https://www.shilikajain.com/blog/x-for-web3-marketers-comms-professionals-career