I started off primarily doing marking, advertising, and branding design. Many of my employers would occasionally ask me to help the UI/UX teams. Over time I would get asked to do this more and more. And even in recent jobs I've been hired as an expected hybrid. A designer that can create a stunning marketing site and a useful app layout.
I've found my primary skill of design thinking translates well to a variety of medium. While the goals and behaviors may change, the techniques do not. Good UI/UX design is sort of like telling a story. But you let the user craft the story themselves. This has provided a new and challenging level of design that is both fun and rewarding for me.