Transforming Professionals into AI-First Roles
Building the capabilities needed for data-driven marketing from within the existing team.
Building on existing strengths
To capture the potential of data-driven marketing and AI, the marketing organisation needed capabilities that were not yet available within the existing team.
Rather than automatically adding new specialists, the ambition was to develop these capabilities by building on the strengths and potential of existing marketing professionals.
New roles shaped around potential
Through coaching, training, hands-on support and leading by example, four team members expanded their roles into new areas of expertise.
A Campaign Coordinator developed into a role combining campaign coordination with 50% Personalisation Management. A medior Data Analyst transitioned into a full-time Marketing Automation & Personalisation Engineer. A Social Media Manager added a 20% role as AI Analytics Front-end Designer, while a Digital Marketing Manager expanded their role with 20% responsibility for Generative Engine Optimisation (GEO).
The new responsibilities were deliberately aligned with each professional’s existing strengths, interests and potential, while adding capabilities the marketing organisation increasingly needed.
Coaching, training, hands-on support and leading by example, aligned to each professional’s strengths and potential.
Four new capabilities from within
The transformation created four new data- and AI-related capabilities within the existing marketing team and increased job satisfaction by allowing professionals to grow into roles that better matched their strengths.
It also reduced the need for external hiring by approximately €100,000 per year.
Solutions that address this opportunity
Marketing Professional Role Changes
Help team members find their new sweet spot and feel confident about the value they contribute in an AI-enabled organisation.
Training Modules
Build the capabilities marketing teams need to work effectively and independently in an AI-enabled organisation.
Program Development
Translate ambition into opportunities, workstreams and projects that turn capability development into action.
Let's create impact
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