Five leadership traits for future marketing success
13 Jan 2025
Thanks to breakthroughs in AI, hybrid work models and shifting employee expectations, the demands on marketing leaders have never been greater. Success now hinges on more than technical skills – leaders must inspire adaptability, foster a culture of growth and embrace tools that enable creativity.
So, which traits will define effective marketing leadership in the years ahead? In this Propolis Leaders’ Forum podcast, three industry experts weigh in, offering insights that resonate across roles and career stages.
1. Tailored leadership at every level
“Depending on where you are in your career, your motivations differ.” – Sarah Thomas, Group CMO, Capgemini
Great leadership cannot take a blanket approach. Junior employees, for example, may still be finding their niche and so seek variety, wanting to explore roles in areas like content, events or account-based marketing to identify their strengths. Offering opportunities to rotate between functions can keep them curious and motivated. For senior professionals, shift your focus to “stretch” assignments – projects that expand their responsibilities or involve cross-functional collaboration. These challenges help not only to enhance their skills but also to prepare them for the next step in their careers.
By understanding what motivates team members at different stages, you can foster engagement, encourage growth and build a team that feels supported at every level.
2. The power of cultural alignment
“Create an environment people want to be part of.” – Nick Burbidge, MD, Deloitte 368
To retain talent, think beyond pay or promotions – put your efforts into also creating a workplace people love. A strong, inclusive culture makes employees feel valued, heard and supported. Simple initiatives, like offering time for creative rejuvenation or team-building activities, can make a massive difference.
A company culture that prioritises growth and well-being builds loyalty, even during challenging times when traditional motivators like bonuses may not be available. Employees are more likely to stay when they see their values reflected in their workplace and their contributions celebrated.
A thriving culture isn’t a luxury; it’s a strategy for attracting and retaining top talent while bringing people together with a sense of purpose and belonging.
3. Adaptability: the must-have trait
“The ability to unlearn, relearn and adapt is key.” – Roland Glass, CCO, HelloKindred
As AI and technology reshape roles more and more, technical skills alone aren’t enough. Leaders now prioritise traits like intellectual curiosity, resilience and a willingness to embrace change.
Hiring for mindset rather than specific expertise opens the door to candidates who can thrive in a rapidly evolving landscape. Organisations can also nurture adaptability through upskilling programmes and encouraging teams to experiment with new tools and approaches.
By fostering a culture of continuous learning, marketing leaders can future-proof their teams, ensuring they stay ahead of industry trends while maintaining the flexibility to pivot as needed.
4. AI: a creative enabler
“AI should be our superpower.” – Sarah Thomas
AI isn’t here to replace creativity. It’s here to augment it. From generating insights and personalising campaigns to automating repetitive tasks, AI frees marketers up to focus on strategic and creative work.
Encouraging teams to experiment with AI tools helps them to perceive the possibilities it offers for innovation and quells anxiety around adoption. Leaders can position AI as an assistant, not a competitor, that helps teams to work smarter and more efficiently.
By embracing AI, marketing leaders can unlock new ways to drive creativity, streamline workflows and stay competitive in a rapidly advancing industry. The key is to view AI not as a threat but as an opportunity to elevate what humans do best.
5. Career ownership and mentorship
“Own your career.” – Sarah Thomas
While leaders have a vital role to play in guiding growth, employees who take charge of their own development feel more invested in their role and in the organisation. Proactively mapping career aspirations and seeking feedback helps them to align personal goals with organisational opportunities.
Leaders can support this by providing clear frameworks for growth, offering regular development discussions and encouraging team members to explore new challenges. Stretch assignments and lateral moves can build skills while keeping careers dynamic.
By balancing mentorship with empowering employees to steer their own paths, leaders can create a culture of autonomy and motivation – resulting in teams that are more confident, engaged and ready to thrive.
Looking ahead
Today’s marketing leaders certainly face unprecedented challenges, but the future is bright for those who embrace adaptability and nurture growth. By championing individualised leadership, inclusive cultures and cutting-edge tools like AI, leaders can create resilient teams ready to thrive in an ever-changing world.
Are you ready to elevate your marketing leadership skills and adapt to the future? Discover how HelloKindred can help you foster a culture of growth, embrace innovative tools like AI and create an inclusive workplace.
