Unexpected Skills Required by Digital Marketing Leaders
In last week’s blog, we looked at the evolution of traditional marketing roles. However, the change seen in those positions pales in comparison to those noted amongst their more technologically focused colleagues.
With this in mind, what are some of the unexpected skills required by digital marketing leaders in 2025 and beyond?
Core skills
There are naturally several core traits that will be required by digital marketing leaders both now and in the longer-term future. In terms of technical skills, few professionals will reach management level without possessing digital and numerical expertise which can support data-driven decision-making. This is arguably non-negotiable; leaders have to interpret huge amounts of data, but also be able to translate this information into actionable strategies and plans, and then be able to track return on investment. As many readers will know, they also have to utilise data to track shifts in customer sentiment towards brands, and multiple other metrics. Put simply, you won’t get far in digital marketing without high-level numerical literacy and technical expertise. Proficiency in platforms like Google Analytics and Facebook Ads alone may have cut it as recently as five years ago, but today’s leaders need a deeper understanding. Being able to navigate blockchain, for example, and having the ability to leverage it for transparent ad tracking, or utilising the metaverse to boost brand engagement, are just a few examples of the advanced capabilities that set the best leaders apart.
Softer abilities
Equally, despite the more technical nature of digital marketing roles, some of the most critical attributes for leaders to possess are softer ones. These include the likes of strategic foresight, and the ability to anticipate upcoming market trends and consumer behaviours. This is particularly challenging as a result of the rapid advancements in technology seen in the modern world, which make it difficult to keep pace. In the last few years alone, AI, machine learning (ML) and predictive analytics have all become deeply embedded into marcomms roles; those who can spot these trends appearing on the horizon ahead of others in the market are often those to thrive. As the saying goes, ‘you have to be first, best or different’.
Other traits such as agility and adaptability are common amongst most digital marketing leaders in order to deal with a range of different challenges. Creativity is also a must and, despite the ever-growing dominance of analytics, being able to craft compelling narratives or design captivating content remains vital.
The less common skills required by digital marketing leaders
However, few digital marketing professionals will have climbed to managerial or director level without some of the less common – and less expected – traits that separate the best from the rest.
We spoke to some of our marketing and digital consultants to get their views on the rarer qualities only displayed by the best senior professionals in their networks.
“We see many of the top digital marketing leaders possessing the ability to communicate complex strategies and processes into simple terms for non-digitally minded stakeholders, and secure investment and wider buy-in. This is challenging when we consider the technical nature of these roles, and the fact that many executives in other parts of the business won’t possess this understanding. This means being able to break down these ideas into a language and style that everyone can get on board with and support is a hugely valuable trait.”
“A commercial mindset is something that many people earlier in their marketing career might not assume was critical, but it is; everything in our realm is measurable and tangible. This means there’s a greater ability to demonstrate value. However, linked to the need to be able to communicate complex issues, is the fact that data often takes time to show its full value. Being able to articulate to the board that your strategy is working, but it will take time to fully bear fruit, will be the making or breaking of not only their role at that particular company, but also how happy the individual is in their position.”
If you would like to speak to our team about standing yourself out from the crowd in order to secure game-changing digital marketing career opportunities, get in touch with our expert team.
