Modern marketing leaders are refocusing their energy on sales and commerciality, building on their fundamental functional skills to drive tangible business success, according to Marketing Week’s major new study on the ‘Anatomy of a Leader’.
From sales and commercial awareness to campaign planning and innovation, what are the key skills modern marketing leaders need?
The marketing leaders of today are not necessarily digital experts or transformation specialists but commercially accountable strategic thinkers.
According to PepsiCo’s senior director of ecommerce marketing, one of the business’s “biggest challenges” has been bringing retail media to the forefront of a complex marketing organisation.
From Pret to Starling Bank to Virgin Group, the Marketing Week team reveals the second set of eight campaigns that make up our best of 2022.
Sainsbury’s, Tesco and Morrisons have all lost market share over the 12 weeks to the end of November, while discounters Aldi and Lidl have made gains, Kantar data reveals.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here