4 Roles Every Marketing Organisation Needs Now

The modern marketer has evolved from being purely creative and logistics-driven to appreciating data and the role of analytics.

The emergence of data science and the proliferation of new media channels has radically changed some traditional marketing jobs, while creating new ones. As a whole, all these changes are part of the evolution away from marketing simply as art into a hybrid of art and science.

All marketers today need baseline skills in data and analytics. Today’s marketer needs to go well beyond reporting and metrics, and be more proficient in a full range of analytical skills. These include knowledge of data management principles and analytical strategies, and an understanding of the role of data quality, the importance of data governance, and the value of data in marketing disciplines. Marketers today also need a nuanced understanding of current and emerging digital channels.

As our functional needs have changed, we’ve had to adjust the kinds