Navigating the Path to Principal: Insights for A/E/C Marketing Professionals

By Hildegard Dodd

For many, a career in A/E/C marketing begins at an entry-level position. These roles often include marketing assistant, receptionist, or administrative assistant, which over time evolves into positions with increased responsibilities and elevated titles. Unlike technical staff, who typically hold specialized degrees in Engineering or Architecture, marketers come from a variety of professional backgrounds. This diversity of experience enables marketers to pursue varied career paths, including Directors of Business Development (BD), Communications, or Branding. However, many marketers find themselves plateauing at the Manager or Director level.

The coveted titles of Principal or Associate Principal remain elusive for many non-technical professionals. Historically, these titles have been reserved for management or technical staff, often tied to ownership stakes in the company. For years, this path was effectively blocked for Marketing and Business Development professionals, with no precedent for change.

Breaking Barriers: Stories from the Field

To explore if this trend is shifting, I spoke with five women from our Chapter who have successfully achieved the titles of Principal or Associate Principal. These women shared their journeys and offered advice to help others reach this milestone. Though these strategies can apply to anyone in a Marketing or BD position, I’ve opted to focus on women in our industry as they are often overlooked for promotions due to unconscious biases, workplace politics, and policies. Leadership traits are often associated with men, and women are judged more on past performance than potential.

Encouragingly, the industry appears to be evolving—albeit slowly—recognizing the contributions of professionals in Finance, Operations and Business Development roles. After all, success in these areas is crucial for bringing in work and ensuring that a firm runs effectively.

Profiles of Success

The women I interviewed each bring 22 to 25 years of professional experience in marketing and business development. Their tenure at their current firms ranges from 12 to 20 years, spanning small local firms to large national and international companies in both architecture and engineering. All hold a BA or BS degree, with one earning an MBA. Notably, four out of the five have obtained the Certified Professional Services Marketer (CPSM) credential, which they credit with providing a comprehensive understanding of professional services marketing.

Before their promotions, the title of Principal in their firms was typically limited to technical staff and often tied to stock ownership. The concern was that granting non-technical staff such titles might cause internal or client confusion. Moreover, tracking the value of marketing and business development efforts can be challenging, as ROI on initiatives and BD efforts may take years to materialize.

Interestingly, the women noted little change in their day-to-day responsibilities post-promotion. They were already performing at a Principal level; the title merely formalized their contributions. However, the promotion had a profound impact on how they perceived themselves and how others—clients, colleagues, and potential clients—viewed them. The title also provided access to strategic discussions, from staffing to financial planning, previously reserved for technical leaders.

Advice for Aspiring Principals

When asked how others can position themselves for Principal or Associate Principal roles, the women unanimously emphasized the following strategies:

1. Understand the Business: Gain a deep understanding of your firm's strategic goals, operations, and market perception.
2. Build Relationships: Develop strong connections with Principals and other leaders. Personal relationships provide valuable insights and opportunities. These should also be pursued outside the firm as well with industry peers and clients.
3. Broaden Your Involvement: Request to attend Operations, Finance, or HR meetings to learn more about the business. Invite leaders to your meetings to foster mutual understanding.
4. Track Your Impact: Document your contributions often and tie them to the firm's success, ideally with measurable outcomes.
5. State Your Intentions: Communicate your career aspirations to firm leadership and actively pursue opportunities for growth.
6. Invest in Development: Identify and address any skill gaps, and continually refine your strengths.

 The women stressed the importance of persistence. “Ask once, ask twice, and keep asking,” they advised. Change is possible, but it requires consistent advocacy and a willingness to step out of your comfort zone.

While all the women I interviewed are happy in their current roles, they made it clear that the title of Principal is now on the table should they find themselves negotiating for a future career opportunity. Accepting a position without this title might feel like a step backward, even if the role or salary were otherwise appealing.

Final Thoughts

Achieving the title of Principal or Associate Principal may not be an easy journey, but it is now within reach with the right mindset and strategies. For those who find their aspirations blocked despite their efforts, it may be time to consider a new company where their contributions are fully recognized.

Ultimately, every career path is unique, and a fulfilling professional life doesn’t necessarily require the title of Principal. However, for those who see this as their goal, these insights and strategies might serve as a roadmap to success.

Thank you to the following women who took the time to help me with this article: Laurie Lumish, CPSM, Principal & Director of Marketing/Business Development, Degenkolb; Nicole La, CPSM, Principal, Executive Vice President, TEECOM; Becky Zegar, CPSM, Associate Principal, Arup; Glynis Nakahara, Associate Principal, TEF Design; Kristy Dutch, CPSM, Associate Principal & Director of Marketing, Perkins&Will