The expectations on marketers are increasing and their role grows to include every aspect of a company’s relationship with its customers. 

That’s the view of The Marketing Academy CEO and founder Sherilyn Shackell, who will feature as a keynote speaker at ADMA Global Forum this year.

The Marketing Academy has operated for five years in Australia, and with only 150 graduates in that time, it is one of the most sought after qualifications for marketers in the country. Scholars need to be nominated by their organisation, and competition for places is fierce.

Its alumni already include marketers such as Rachel Pullicino, the global CMO of Campos Coffee; Gemma Hunter, GM Marketing at Myer; and Jay Sellick, Chief Customer Officer at Sportsbet.

“The breadth of knowledge and the skillset which senior marketers need to maintain is huge and quite overwhelming,” according to Shackell.

She observes, “The world has moved on quickly, putting enormous pressure on many senior marketers to stay on top. They need to deliver to the expectations on them in areas such as technology, customer operations, customer experiences and service, innovation and product development. It’s a much more commercial and business-critical function now.”

For all these reasons, Shackell says, marketing is recognised as a core growth driver. And as the expectations on marketers have risen, so has the cachet they hold inside their organisations.

“I believe that there’s more of a respect for the craft at the senior levels. However, the rapid evolution of the role requires marketers to commit to a perpetual learning curve.”

The Marketing Academy has been operating for 10 years in the UK, five 5 in Australia, and opened in the US in 2018.  

Its purpose is to help bridge the development gap between the C-suite and the emerging leaders in marketing, media and advertising.

About this author

Andrew Birmingham is the director of the Which-50 Digital Intelligence Unit of which ADMA is a corporate member. Members provide their insights and expertise for the benefit of the Which-50 community. 


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