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

Published on: 19th November, 2024

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 

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About the Podcast

The Marketing Society podcast
The Marketing Society is a progressive global community of senior marketers. Our purpose is to empower our members to be brave leaders. Since 1959, we have grown into an influential network of 2500 members.
The Marketing Society is a progressive global community of senior marketers. Our purpose is to empower our members to be brave leaders. Since 1959, we have grown into an influential network of more than 3000+ members across our global hubs: London, Scotland, Hong Kong, Singapore, UAE and New York. Our members are mostly senior clients (over seventy per cent) from brands such as ASOS, Barclays, IBM, Disney, HSBC, Mars, Samsung, Unilever and Vodafone.

Everything we do is through a brave lens – pushing boundaries, tackling taboos, providing comfortable spaces to have important conversations and building meaningful connections. We speak up, inspire one another, share best practice and discuss the challenges and opportunities we face. We work together to make our industry better for business and better for the world around us.

Attend our global programme of events, access the latest thinking online, including over ten years of best practice award-winning case studies. Have your work recognised as part of our Marketing Society Awards and Star Awards competing against the best of the best. Progress your career via professional development like our Marketing Leaders Programme, and get discounted tickets to industry events.

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