The Whole Marketer Ep137 - Marketing Roles with guest Margaret Jobling: The evolving skills today’s marketers need to thrive in an AI world

The Marketing Society podcast

Episode #137. Today's episode is a holistic topic on how the breadth and depth of marketer’s roles are continuing to evolve as we move towards leading the long-term commercial agenda, understanding the advancements in science and neuromarketing for how consumers make decisions and adopting AI into our everyday lives.

Abby’s guest is legendary marketing leader, Margaret Jobling, Group Chief Marketing Officer at NatWest Group. Before joining NatWest in 2020 and implementing agile ways of working, “Tomorrow Begins Today” brand platform and the NatWest partnership with team GB for the Paris Olympics in 2024, Marg has spent the majority of her marketing career in FMCG categories, working on some iconic brands such as Lynx, Dove, Radox, Cadbury, Dairy Milk and Birds Eye, as well as Director of Marketing for British Gas.

In this episode, Margaret shares her definition of the role of marketing today and how it has evolved, the art and science of marketing, learnings as a CMO, marketing in the age of AI and building trust and authenticity with consumers in a digital environment.

Plus Margaret’s career highs and howlers, and advice for marketers of tomorrow.

00:00:00 Welcome and why we need evolving skills in marketing today

00:03:13 Defining of the role of Marketing

00:05:40 Key shifts in marketing

00:06:42 Impact of technology on customer interactions

00:10:05 What are the skills required for modern marketers

00:11:27 The future of marketing with AI and building trust

00:20:53 Skills Margaret looks for when hiring marketers

00:24:56 Building relationships with stakeholders

00:28:14 Experimentation, Curiosity and Continuous Learning

00:31:16 Margaret’s Career Highs and Howlers

00:36:31 Advice for marketers of tomorrow

Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

Guest: Margaret Jobling | LinkedIn

The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com