Skillsets of the modern marketer: How to create a balanced, effective team

Joanna Reesby

The marketing skillset is changing rapidly; by prioritising upskilling, soft skills and implementing continuous learning, brands can develop more effective marketing teams.

Structuring for effectiveness

This article is part of a series of articles from the WARC Guide to Structuring for effectiveness. Read more.

Digital technologies have brought about many changes to marketing. But perhaps the greatest shift is the on-going challenge marketing departments now face to remain responsive and agile in a digitally-powered world in which change is now a constant. Brands owners must act, and fast. 

What’s changed and what hasn’t in marketing skill sets

Central to the marketing skills challenge marketers now face is the fact that while identifying the consumer, reaching them and motivating them to...

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