Unexpected Skills Required by Digital Marketing Leaders
In last week’s blog, we explored the evolution of traditional marketing roles. However, the changes in these roles are minor compared to the transformations seen in digital marketing positions. With this in mind, what are some of the unexpected skills required by digital marketing leaders in 2025 and beyond?
Core Skills
There are several core traits required by digital marketing leaders both now and in the future. In terms of technical skills, few professionals reach management level without possessing digital and numerical expertise to support data-driven decision-making. This is non-negotiable; leaders must interpret vast amounts of data, translate it into actionable strategies, and track return on investment.
Leaders also need to utilize data to track shifts in customer sentiment and other metrics. High-level numerical literacy and technical expertise are essential. Proficiency in platforms like Google Analytics and Facebook Ads may have sufficed five years ago, but today’s leaders need a deeper understanding. Navigating blockchain for transparent ad tracking or leveraging the metaverse to boost brand engagement are examples of advanced capabilities that set the best leaders apart.
Softer Abilities
Despite the technical nature of digital marketing roles, some of the most critical attributes for leaders are softer ones. These include strategic foresight and the ability to anticipate upcoming market trends and consumer behaviors. This is challenging due to rapid technological advancements, making it difficult to keep pace.
In recent years, AI, machine learning, and predictive analytics have become deeply embedded in marcomms roles. Those who spot these trends early are often the ones who thrive. As the saying goes, “you have to be first, best, or different.” Other traits such as agility and adaptability are common among digital marketing leaders to handle various challenges. Creativity is also crucial, as crafting compelling narratives or designing captivating content remains vital despite the dominance of analytics.
Less Common Skills
Few digital marketing professionals reach managerial or director level without possessing less common 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 displayed by top senior professionals in their networks.
“We see many of the top digital marketing leaders possessing the ability to communicate complex strategies and processes in simple terms for non-digitally minded stakeholders, securing investment and wider buy-in. This is challenging given the technical nature of these roles and the fact that many executives in other parts of the business lack this understanding. Breaking down these ideas into a language and style that everyone can support is a hugely valuable trait.”
Gabriel Charles, Senior Consultant at VMA GROUP
“A commercial mindset is something that many people earlier in their marketing career might not assume is 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 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.”
Jack Pascoe, Senior Consultant at VMA GROUP
If you would like to speak to our team about standing out from the crowd to secure game-changing digital marketing career opportunities, get in touch with our expert team. Read more of our blogs on LinkedIn.
