Q:What skills are necessary to do your job?

Answers to this question

  • Hard skills:

    I combine deep knowledge of AI tools, design systems, and creative software to craft scalable, future-ready solutions that push the boundaries of visual storytelling.

    Soft skills:

    I lead with curiosity and clarity, connecting people, processes, and ideas to foster innovation and meaningful creative work.

  • Hard
    • Cinematography and layout – how to move a camera in ways that reinforce the story
    • UX design – complex is easy, simple and powerful is much harder
    • Video editing, art direction, and a strong sense of what looks and feels good
    • Business strategy – what to go for, what to swerve, the power to know the difference
    Soft
    • Be kind to people
    • Show up and work hard
    • Tell the truth – with compassion
    • Try to free yourself from the expectations of others
  • Hard:
    • Art direction, visual education (film and photo)
    • Design software
    • AI tools for producing high-end images and videos
    Soft:
    • Knowledge of the ad industry, their needs, and pain points
    • Client management
    • Supplier management
    • What does learning an AI tool involve? How do you know you’re learning, not just clicking around?

      It depends on the intention. Even if you're clicking around, if you're trying to understand what each action does, you're learning.

      Experimenting is absolutely necessary, since within any tool you can always find your own workflows to reach your goals.

    • What does working with AI tools look like for you? Is it prompt engineering, or more than that?

      I don’t think prompt engineering really exists anymore. Most tools already offer useful features that solve the “mystery” of prompt engineering, like adding image references, defining composition, or using custom GPTs.

      Besides, most so-called “prompt engineering” tricks don’t do much at all. And the few that help only slightly improve results compared to simply applying your own knowledge of the subject.

    • Is there any AI knowledge or trick that has been a game changer in your work?

      Stop testing every tool. Stop the FOMO. Only try new tools when you see them do something you couldn’t do before.

      It saves you a lot of time – you’re not learning a new tool “just because,” and you can focus on mastering the ones you already use.

  • Hard
    • Technical operation — operating cameras, selecting lenses, and understanding lighting setups
    • Solid grasp of exposure, frame rates, codecs, and resolution
    • Knowledge of cinema history and visual storytelling
    • Awareness of current visual trends in advertising, film, and streaming content
    Soft
    • Creative collaboration — working closely with the director, gaffer, camera crew, and production team
    • Communication — clearly expressing visual ideas and giving/receiving feedback
    • Problem-solving — adapting quickly to changes in weather, schedule, or equipment
  • First things first — you need to be a marketer, or at least understand how marketing works: how messages move across channels and how different parts of the funnel connect. That’s the foundation.

    Hard:
    • Creative brief writing — Turning product updates, user insights, and business goals into something clear, focused, and useful for the creative team.
    • Insight hunting — Digging into user research, product context, or market trends to find what matters and bring it into the work.
    • Cross-functional thinking — Thinking beyond marketing: understanding product, legal, and medical requirements.
    • Tool fluency — Learning new tools quickly and knowing just enough to keep things moving.
    Soft:
    • Curiosity — This job starts with asking questions. What do people care about? What are we missing?
    • Communication — You’re always translating between teams, priorities, and mindsets, especially across product, legal, and creative.
    • Flexibility — Priorities shift fast. You have to adapt without losing focus or momentum.
    • Collaboration — The best part of the job: connecting people, ideas, and perspectives to build something smarter than anyone person could create alone.
  • Hard:
    • UX design
    • Product strategy
    • Systems thinking
    Soft:
    • Pattern recognition
    • Storytelling
    • Calm under chaos
    • Knowing when to push and when to listen
  • Hard:
    • Clear communication & team motivation
    • Analytical thinking + deep understanding of management and production processes
    • Sharp focus on business goals & love of numbers
    Soft:
    • Confident decision-making under pressure
    • Empathy, talent-spotting, and helping people grow
    • Strong visual taste
    • Creativity and a positive mindset
  • Hard:
    • Deep knowledge of functional medicine
    • Understanding cause-and-effect relationships in various human conditions
    • Coaching and proactive listening
    • Clear verbal and written communication
    Soft:
    • Strong self-organization
    • Motivational interviewing techniques
    • Passion for continuous learning and self-education
    • Empathy
  • In my work, there’s no clear divide between hard and soft skills. I draw on psychological knowledge of thinking patterns, stress management, analytical skills, team dynamics, and program design. It’s about analyzing what’s going on, translating that into effective interventions, and presenting it to decision-makers.

  • Hard
    • Strong coding skills: at minimum, Python, Spark, and SQL
    • Machine Learning knowledge: how to collect and preprocess data, understand different types of models, and optimize training
    • Some (ideally more) understanding of infrastructure and software engineering: setting up data collection, storing and experimenting safely, deploying models to production, monitoring performance, and scheduling retraining
    Soft
    • Communication
    • Collaboration
    • Iterative thinking and working
    • Digital marketing
    • Digital analytics
    • Business management
    • Emotional intelligence
    • Plus, 50 certificates and 14 years of experience
  • Hard
    • Team building
    • Event/project launching
    • Networking (top speakers and influencers)
    • Content writing
    • Making things happen 🙌
    Soft
    • Persuasion
    • Creative problem-solving
    • Resilience
    • Relationship-building
    • Motivating teams