Research from Hays has suggested that CEOs are increasingly relying on their marketing director to understand and deliver digital transformation. This shift is giving marketing greater influence internally and necessitating the requirement for marketing directors to have stakeholder engagement, problem solving and digital skills if they want to succeed.
The DNA of a Marketing Director from Hays is based on a survey of over 400 current marketing heads. “We found the biggest business challenge facing marketing directors is improving the customer experience (47 per cent), followed by keeping pace with technology advances (41 per cent), harnessing and interpreting data (40 per cent) and implementing digital platforms and tools (39 per cent),” said Susan Drew, senior regional director at Hays. “But these challenges bring opportunities too, notably the ability to have more frequent and personal interactions with customers. Advancements in machine learning, predictive analytics, AI, AR and VR, the internet of things and blockchain will ultimately improve the customer experience and bring precision and accuracy to decision-making. This allows marketing to position itself at the heart of an organisation and lead real change.”
As Brent Smart, chief marketing officer at IAG and former CEO of Saatchi & Saatchi put it in the report, “I read somewhere that the future marketer needs to have the head of an engineer and the heart of a poet. In a future dominated by science and technology, the art will become a rarer and more precious skill that the great marketers will wield.”
Hays’s report reveals the typical DNA of today’s Marketing Directors: