I used to do all biddable media for brand and then DR, then a year and a bit in a digital consultancy - web analytics, consumer/ market research, search and content strategy. Then just digital analytics and now I work on Attribution.
I’d honestly suggest learn web analytics, especially for SEO, and read as much as you can on how page rank and authority works. But the web analytics is a must I think - your CV is twice as strong (for performance marketing). Anivash Kaushik is a good read too, lots of principles in there about marketing and measurement
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