Following the recent merger between Arq and ADES, and after six years leading a marketing and communications team in the environmental technology space, my redundancy has given me the opportunity to reflect on what I am looking for in my next role and indeed, what the role of a modern marketing leader is. It’s too simplistic to say that the role of marketing is to create and execute marketing strategies that are both innovative and effective. Markers need to do more, and this means staying ahead of the curve on the latest trends and technologies, as well as being able to think outside the box and come up with new and creative ways to reach and engage customers.

Marketing directors in certain industries, such as technology and consumer goods, tend to have shorter tenures than those in other industries. This is because these industries are constantly changing, which can make it difficult for a marketers to stay on the front foot. In order to be successful, modern marketing leaders need to be able to do the following:

Understand the customer: The first step in any successful marketing campaign is to understand the customer. What are their needs? What are their pain points? What motivates them to buy? A good marketing leader will take the time to research their target audience and develop a deep understanding of their wants and needs and be able to answer their questions openly and transparently, to help them make a buying decision.
Be creative and innovative: In today's crowded marketplace, it's not enough to just be good at marketing. You need to be great. This means being creative and innovative in your approach. Don't be afraid to try new things and experiment with different marketing channels. The more creative you are, the more likely you are to stand out from the competition.
Use data to measure results: In the past, marketing was often a guessing game. But today, thanks to the power of data, marketing leaders can track and measure the results of their campaigns with unprecedented accuracy. This information can be used to fine-tune future campaigns and ensure that they are as effective as possible.

I’ve always argued the great marketing is a craft that sits somewhere between the science of data analytics and the art and creativity of brand and copywriting. Neither of these skills remain static and nor do do any of the technology industries. It's important for marketing leaders to stay ahead of the curve. This means staying up-to-date on the latest trends and technologies, as well as being willing to challenge the status quo.

With all the apps and software available to marketers, it my seem a little old fashioned, but one way to stay ahead of the curve is to attend industry events and conferences. This is a great way to network with other marketing professionals and learn about the latest trends. There’s also so much more information freely available online now that it makes sense to set aside some time each week to stay up-to-date by reading industry publications and blogs.

Another way to stay ahead of the curve is to experiment with new marketing channels. Don't be afraid to try new things and see what works. The more you experiment, the more likely you are to find new and innovative ways to reach and engage customers.

The most important tool for staying relevant is to be willing to challenge the status quo. Don't be afraid to use your industry experience, your gut and your professional training to come up with new and creative ideas. The marketing landscape is constantly changing, so you need to be willing to change with it.