Agreed. Maybe this is different in different markets but in London the vast majority of "data scientist" positions advertised are really PowerBI, Excel, etc. If there is any ML it is just to feed data into a black box model. If you were both smart and lucky you might be able to sneak R in by the backdoor and start doing actual data science, but it would be an uphill battle.
Make yourself both ML/DL master and SWEng and you'll be doing extremely well.
If you want to shine, do Deep Learning (research if possible), low-level distributed systems you have control of as an author of an important piece of infrastructure or the actual data modeling and predictions.
ETL pipeline queries and configs are absolutely critical, make or break an ML project, and account for most of its labor hours. But they are the most commoditized part of it.