Matt FarnhamWhy I Built a 12-Month Career Roadmap With ChatGPT), And What’s on It
As a marketing leader, I’ve always been focused on driving results, whether that’s through award-winning campaigns, brand strategy, or member engagement. But like a lot of people in fast-paced roles, I found myself planning everything except my own career.
I’ve been having a lot of fun lately asking ChatGPT questions based on what it knows about me. So this year, I decided to create a structured 12-month career roadmap and I used ChatGPT to help me build it.
Why did I turn to AI for Career Strategy?
I’ve been using AI tools across marketing and content for a while now, but I was curious:
Could it help me take everything I’ve done, my wins, my skills, my goals, and map out the most impactful next steps?
I didn’t want a generic checklist or motivational fluff. I wanted structure. Clarity. Prioritisation.
And that’s what I got.
The Prompts I Used to Build It
Here are the exact prompts I gave ChatGPT to shape this plan:
- “Knowing what you know about me, what do you think I should do for my career in the next 12 months?”
- “What could a 12-month timeline look like?”
- “Notion template please”
It turned into a detailed plan with quarterly focus areas, clear goals, and room to evolve. I’ve now turned it into a Notion board that I’ll use (and update) throughout the year.
What does ChatGPT think my goals should be?
1. Cement Your Position as a Marketing Leader
You already have a solid reputation (AMI award, MOVE Bank results, thought leadership content). Now it’s time to elevate that by:
- Speaking at key industry events: Target CMO Summit, ADMA Global Forum, B2B Marketing Leaders Forum. Pitch sessions on ethical marketing, member-driven campaigns, or growing brand trust with small budgets.
- PR + Awards: Keep submitting your campaigns for awards (AMI, Mumbrella, B&T) and aim to be profiled by SmartCompany, Marketing Mag, or AFR’s “Rising Stars” list.
- Board or Advisory Role: Join a marketing advisory board, either in fintech, sustainability, or a startup you believe in. This adds strategic weight to your CV.
2. Expand Your Skills into PR & Media
You’ve said you want to be stronger in PR. This year, build a tangible portfolio:
- Publish 3–4 bylined articles: Pitch pieces about marketing strategy, member-first banking, or digital trust to AdNews, The Drum, or Inside Small Business.
- Start a monthly LinkedIn newsletter: Position it as a behind-the-scenes look at honest marketing leadership. Keep it conversational, actionable, and bold.
- Media training: Do a short course or get 1:1 coaching to prep for more media interviews and panels.
3. Build a Personal Brand Platform
You’re already on LinkedIn and have a Notion site. Level that up:
- Create a lead magnet (e.g. “5 Proven Tactics for Marketing with Integrity”) and build an email list.
- Start a podcast or video series: You could interview other ethical marketers, fintech disruptors, or social impact leaders.
- Test new formats: TikTok, Threads, or YouTube Shorts with AI content could be an experimental edge for brand building.
4. Explore Your Entrepreneurial Side
You've got several great ideas in mind (AI storytelling, hackathons, cactus leather, men’s fashion). Choose one to commit to:
- Set a 12-month test-and-learn roadmap with goals for MVP, audience growth, and monetisation.
- Consider soft-launching under your name or a sub-brand, especially if it aligns with your creative or community values.
5. Position for Your Next Role or Leap
If you’re wondering what your next role could be, CMO or Head of Growth role at a digital-first brand would align with your career:
- Start networking now: Build relationships with founders, VCs, and agencies.
- Update your resume and portfolio site with 2–3 new case studies showcasing results, innovation, and leadership.
- Consider a mentor or coach to help plot the next move and navigate the jump from marketing to exec leadership.
The 12-Month Plan: What I’m Focusing On and Why
I then asked ChatGPT to put this into a 12 month plan. Each quarter has a clear theme, tied to where I want to grow, create, and lead next.
🔹 Q1: Foundations & Visibility
Focus: Laying the groundwork for public presence and long-term credibility.
- Strengthen my LinkedIn profile and start publishing more strategically
- Pitch my first bylined article to an outlet like SmartCompany
- Map a content calendar for a future newsletter or blog
- Choose one entrepreneurial idea to test (AI storytelling, fashion, fintech)
Why: It sets the tone. Visibility and intention early on create momentum for the rest of the year.
🔹 Q2: Launch, Speak, Share
Focus: Taking things public — sharing ideas, launching experiments, and starting conversations.
- Launch a newsletter or blog
- Secure a speaking opportunity (panel, event, workshop)
- Soft-launch the MVP of my side project
- Create a “Press & Speaking” page to house future media and talks
Why: It’s about showing up. Not just in ideas, but in action.
🔹 Q3: Growth & Authority
Focus: Scaling what’s working and building credibility.
- Run a 6-week content sprint across formats
- Repurpose content using AI to extend reach
- Publish a MOVE Bank campaign case study
- Apply for an advisory board or mentoring program
Why: Authority comes from action + consistency. This quarter locks that in.
🔹 Q4: Elevate & Evolve
Focus: Reflecting, refining, and positioning for what’s next.
- Launch a “State of Ethical Marketing” report or thought piece
- Line up 2026 speaking/media opportunities
- Update my CV, site, and Notion board with progress
- Decide the future of the side project: scale, sell, sustain
Why: The year ends with clarity and a springboard for the next step.
Final Thoughts: A Strategy, Not a Sprint
This plan isn’t about hustling harder. It’s about intentional growth — with space to pivot, pause, or accelerate depending on what unfolds.
If you’ve been thinking about what’s next, maybe this encourages you to build a roadmap of your own.
And if you’d like the Notion template I used to create mine, I’m happy to share.
