Is marketers’ job tenure hurting the effectiveness of brand building?
Josh StephensonWhile changing jobs frequently may be good for career development, what are the unintended consequences for brand building?
While changing jobs frequently may be good for career development, what are the unintended consequences for brand building?
From the persistent data skills gap to rampant restructuring, the Marketing Week Career & Salary Survey reveals how teams are evolving in 2024.
4Creative’s managing director Katie Jackson has been named interim CMO at Channel 4 as the business looks for a permanent replacement for Zaid Al-Qassab.
With marketers grappling with new technology and demands, Mastercard’s CMO Raja Rajamannar urges brands to develop their marketing teams to stay ahead of the curve.
Startups may be nimble and free to take risks, but that’s because they have to be. There are far more benefits to having the resources of a big brand.
Tesco’s recently departed chief customer officer, Alessandra Bellini, has been part of many innovation successes; however, it’s those that didn’t work from which she has learnt the most. She explores these lessons in the latest edition of our series exploring marketers’ mistakes.
CMOs from Channel 4, Chelsea Football Club and Octopus Energy discuss the trends impacting marketing’s top job, from reputational control to growth and tenure.
More marketers are outsourcing than not – but should this be a cause for concern?
More marketers are outsourcing elements of their team than are not – with a lack of skills in-house and shrinking team sizes being cited as reasons.
Digital marketing techniques are increasingly being viewed by marketers as overrated by businesses – as social media tops the list of overrated skills for the second year running.
The fundamentals of marketing – strategy and brand management – continue to be considered by marketers as not fully valued by businesses.
Nearly half of marketers haven’t been offered the opportunity to upskill, compounding an existing skills problem and piling increasing pressure on teams.
Marketers continue to believe that a lack of data and analytics is the biggest skills gap in their teams for the second year running. But with upskilling becoming rarer and recruitment still slow; a solution to the problem remains out of reach.
It’s hard to prove an ROI on training and development, but it’s crucial brands give space and support for their marketers to grow, say top marketers at Diageo, Channel 4 and Specsavers.
Few brands are growing their marketing teams, and all-female functions are rarer still. While PatPat’s lead marketer Ranu Coleman didn’t intend for it to be an all-female team, there have been some unexpected benefits.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Career and Salary Survey data also reveals 40.2% of those working in marketing are aged between 26 and 35-years-old.
Only 27% of Gen X marketers feel more secure in their jobs than a year ago compared to over half of their Gen Z colleagues, according to Career and Salary Survey 2024.
There’s many reasons why greater alignment between the sales and marketing team can improve business outcomes. But how far should these go? And how can B2B marketers find the right balance?
46.5% of marketers experienced a new team structure in the last 12 months, according to Marketing Week’s 2024 Career & Salary Survey.
You’re not alone if your team is changing – almost half of marketers experienced restructuring last year. And if you weren’t part of the 46.5% in 2023, you probably will be soon.