In an increasingly complex and fluid scenario, the requirement is for a critical, analytical, curious and agile profile to deal with rapid changes
In the week of Marketing Professional’s Day, celebrated on May 8, the propmark invited marketing leaders from some of the main brands operating in the country to share their market views, challenges and trajectories, with the aim of inspiring the industry and bringing a human perspective to the profession.
Masters of conducting business marketing objectives, they are also responsible for directing the brands’ conversations with their audiences, opening the necessary dialogues and generating a positive impact on society.
Marketing superintendent at Itaú Unibanco, Thaiza Akemi remembers that being a marketing professional today means living, intentionally, a life that exudes curiosity, repertoire and study. For her, a life lived creatively is a daily, consistent choice of the path of curiosity, rather than the path of fear, of false security.
“Communications and marketing professionals will always find themselves on this path crossed between the excitement of curiosity and the obstacle of fear. And if we always choose the safest path, we distance ourselves from the culture, the relevant conversations, and, ultimately, the people we want to communicate with. So, being a marketing professional and leader today means facing cultural tensions with courage, intentionally expanding our repertoire, and always seeking the path of creativity”, reflects the executive.
Living at the intersection of data, technology and creativity, Marina Daineze, brand and communications director at Vivo, assesses that, in the coming years, scenarios will be even more complex and fluid, in which brands will need to have consistent and coherent positions in diverse agendas and engage communities around its purpose.
“In addition to being increasingly digital and innovative in the use of technologies, it will be necessary to be relevant in the construction of physical and immersive environments, to build memorable and unique experiences. You need to be open to new technologies, know how to work with artificial intelligence and have the courage and curiosity to test and learn. It has never been more important to connect data and emotion, and this is something that marketers need to master very well”, she says.
Resilience was also brought up as a key factor in dealing with adversity and market changes. “Marketers need to maintain curiosity and active listening at all times, otherwise they will not be able to bring innovation and relevance to their brands”, points out Nestlé’s head of marketing, Valdir Nascimento.
Read the full article in the propmark edition of May 6, 2024
