I worked with countless e-commerce companies who hired these "marketers" and failed miserably. I would say 1 in 100 marketers really knows what they are doing. Majority of these fake marketers think having Instagram their phone gives them the marketer status and posting on Instagram is what marketing is. They do not know, they keep using crappy buzzwords. It is much more (nearly impossible) to benchmark marketers' talent until spending $$$ for their 6-12 months salary. It is much more easier to find a developer because they do not need to lie about their talent, you can just check their work and see the quality.
Fake marketers can disguise their fakery so easily because it is just words until really working with them. When I say 1 in 100, I am really being optimistic. As a developer I had to teach maybe 100+ "marketers" how to use google analytics. That's how miserable they are. It is not my fault these ecommerce companies hire fake marketers because job market is full of them and they lie very nicely. Their career is job hopping every 6 months and find new companies to lie to them instead of really learning marketing.
If I can find someone like marcosaric to make my graphs look like theirs, I would happily give one of my kidneys. It is so rare. So rare.