Marketers, are you a ‘chief, champion or coach’?

Marketers are more likely to fall into driven and extroverted personality types such as ‘chiefs, champions and coaches’, according to new research by marketing recruitment consultants Stopgap.

Marketers training

In a survey of 2,500 marketers, more than half (54 per cent) fell into just three of the 16 main character types. Some 23 per cent can be described as “chiefs”, 19 per cent as “champions” and a further 12 per cent as “coaches” (see box below).

All of these personality types include characteristics such as being “highly driven”, “natural leaders” and “built to manage”.

The three main types of marketer:

The Chief – a natural leader, confident, authoritative, direct and goal-orientated.

The Champion – built to manage, set targets, marshal resources and make sure the job is done – on time and within budget.

The Coach – highly driven, people-focused, articulate and great at juggling masses of activities – the glue for a team.

Less driven and more introverted character types are under-represented in marketing, as are the less team-focused, according to Stopgap

The research also found there is very little difference between agency and client-side marketers when its comes to personalities, although on the client side marketers are more likely to fall under more logical, pragmatic and analytical personality types.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here