Recap: From Coordinator to C-Suite: Career Pathways in AEC Marketing and Business Development

On February 26, Axis Recruitment proudly sponsored and participated in SMPS Ontario’s From Coordinator to C-Suite: Career Pathways in AEC Marketing and Business Development panel. The session brought together senior AEC marketing and business development leaders to share real career experiences and lessons learned on advancing within the industry.

The session brought together respected industry leaders who have successfully navigated the path from marketing coordinator roles to executive-level influence within their firms. The discussion centered on how AEC marketing and business development professionals can intentionally build the skills, visibility, and strategic thinking required to move into senior leadership.

Panelists

Jennifer Eyskoot

Business Development Lead, H.H. Angus and Associates Ltd.
Jennifer shared insights from leading business development strategy within a major engineering firm, highlighting the importance of client intelligence, internal alignment, and long-term relationship building in driving firm growth.

Katie Weber, CPSM

Associate & Director of Marketing, Moriyama Teshima Architects
President-Elect, SMPS Ontario
As a Certified Professional Services Marketer (CPSM), Katie spoke about the evolution of marketing roles within architecture firms and how strategic positioning, brand clarity, and team leadership directly impact revenue generation and market presence.

Moderator

Rebecca McGinn

Ken Feinstein

Director of Marketing & Business Development, Compass Construction Resources LTD
Ken offered perspective from the construction side of the industry, discussing how marketing and BD leaders must balance technical knowledge, operational awareness, and executive communication to influence at the C-suite level.

Shay Gautam

Founder & Senior Recruiter, Axis Recruitment
Shay provided insights from the recruitment side of the built environment, addressing what firms are truly looking for when hiring senior marketing and BD leaders and how professionals can position themselves for growth in a competitive AEC market.

Marketing Specialist at Arup, and Director of Communications, SMPS Ontario

Rebecca brought depth and structure to the conversation through her leadership in communications within the AEC industry. With a strong background in strategic messaging and professional services marketing, she guided the panel through thoughtful discussion on career progression, leadership readiness, and the evolving role of marketing and business development in architecture, engineering, and construction firms. Her moderation ensured the session remained practical, candid, and directly relevant to professionals navigating growth within the built environment.

Key Themes from the Discussion

1. Leadership in AEC Marketing Is Strategic, Not Administrative

Marketing coordinators who grow into leadership roles do so by shifting from task execution to strategic contribution. This includes understanding fee structures, backlog forecasting, pursuit strategy, and how marketing directly supports business development and revenue growth.

2. The Transition from Contributor to Manager Requires Internal Influence

Panelists emphasized that moving into leadership is not simply about years of experience. It requires:

  • Cross-functional collaboration with principals and project managers

  • Confidence in client-facing environments

  • The ability to translate technical expertise into compelling narratives

  • Initiative and proactive problem-solving

3. Business Development and Marketing Are Increasingly Integrated

Across architecture, engineering, and construction firms, the distinction between marketing and business development continues to blur. Senior professionals must understand proposal strategy, client engagement, market positioning, and growth planning to advance.

Why This Matters for the AEC Industry

As recruiters specializing in architecture, engineering, construction, and development, we consistently see demand for marketing and business development leaders who can operate at a strategic level.

Firms are no longer hiring for “proposal managers.” They are hiring for growth partners.

Events like this reflect a broader shift in the built environment:
Marketing and BD professionals are becoming critical drivers of firm valuation, expansion, and competitive advantage.

At Axis Recruitment, we are committed to supporting leadership development within the AEC industry - not only through executive search, but also through industry conversations, mentorship initiatives, and educational resources that clarify career pathways.

Continuing the Conversation

We’re grateful to SMPS Ontario for creating space for honest dialogue around career progression in AEC marketing and business development.

If you’re a marketing or BD professional in architecture, engineering, or construction thinking about your next step or a firm looking to hire strategic growth leaders we’re always open to the conversation.

Because building great firms starts with building the right leadership.