Practically overnight, the pandemic changed what it meant to be a great marketer. Gone were the face-to-face events and experiential pop-ups. Gone was the reliable footfall past out-of-home ads. And gone was the easy collaboration with colleagues as offices closed and there was a collective shift to remote work.
For marketing teams – as with all sectors – it presented an unprecedented challenge.
“Marketers have had to quickly pivot to understand rapidly changing market landscapes, consumer behaviour and business challenges,” says Waze CMO, Erin Clift. “And we’ve all had to find new ways to work with different parts of our organisations, as well as external partners, to collaborate, create and execute work.”
For individual marketers, at all levels, this has been compounded by internal structural changes, the creation of new roles and responsibilities, and the loss of others. It has stirred up all sorts of questions about how to succeed in a profession that feels irrevocably changed.