Why The Best Marketers Think Like Leaders, not Technicians

Lead First, Optimize Second

“Great things in business are never done by one person; they’re done by a team of people.”
– Steve Jobs

The best marketers I’ve worked with weren’t necessarily the top-tier designers, legendary copywriters, or prodigious data analysts you might imagine. Don’t get me wrong: They were good. Really good, even. They often honed their craft, learned continuously, and had the odd award or two in their portfolio. But what made them great wasn’t technical mastery. It was their leadership.

My favorite marketers are brilliant thinkers who can take a nebulous idea and turn it into a movement. They’re creative problem solvers who thrive in the chaos of shifting goals and ambiguous data. And most importantly, they are team leaders who inspire people to bring their best ideas forward and actually get things done.

In other words, the best marketers are leaders first and specialists second.

And if you want to learn how to spot—or become—one of the greats in a marketing team, you should be a leader first, too.

The Skill Set That Sets Great Marketers Apart

When I think of the best marketers I’ve worked with, a few key qualities come to mind:

1. Storytelling

   Marketing is storytelling at scale. The great ones understand this intuitively. Whether they’re crafting a campaign or pitching a big idea to stakeholders, they know how to connect the dots between data, emotion, and culture to create something that moves people.

   Take our work resetting the Nike Running brand, for example. At first glance, it might seem like just a content overhaul. But it was so much more—a complete reimagining of how we connected with runners, told their stories, and unified a global community.

   We started with a big question: how do we support runners at every stage of their journey? The answer wasn’t just in products; it was in understanding their mindset—what they searched for, how they trained, and what motivated them. From there, we built a storytelling ecosystem that crafted over 60 unique narratives each year, all anchored by Nike.com as the hub. Every story had its own creative direction but came together to reflect a larger purpose: making Nike Running the ultimate partner in their journey.

   Central to this reset was the ‘Run Dept,’ the heartbeat of the Nike Running experience. Elevating it wasn’t just about creating compelling content—it required collaboration across merchandising, paid media, brand communications, global territories, and even customer service. We brought our ‘Listen & Motivate’ ethos to life, ensuring every interaction with consumers was personal, relevant, and inspiring.

   The result? A unified brand narrative that didn’t just sell shoes—it built a community. It’s one of those projects that reminds you what great storytelling can do: turn a brand into something bigger than itself.

   To this day, it’s one of my favorite projects of all time, and it started with a leader who was passionate about storytelling.
   

2. Empathy

   The best marketers don’t just think about “target audiences.” They think about people—what they want, what they fear, and what drives them to make decisions.And this kind of empathy is also critical within a team. Strong leaders know how to balance the different perspectives in a room: the creative who wants to push boundaries, the analyst who needs quantifiable ROI, and the exec who wants it all yesterday. 

   Empathy is what makes negotiation (another key skill) work. When you truly understand what your stakeholders care about, you can align their needs with your vision in a way that feels seamless. It’s not just about compromise; it’s about collaboration. 

   At the end of the day, empathy isn’t just a nice-to-have. It’s what turns good brands into great ones and good leaders into unforgettable ones. It’s the difference between marketing that sells and marketing that sticks.

3. Technical Know-How

   Let me be clear: I’m not saying skills like writing, design, or strategy aren’t important—they absolutely are. But what makes a marketer exceptional isn’t the ability to tweak a headline or crunch numbers; it’s knowing how all the pieces fit together. Great leaders can navigate a Martech stack, read a dashboard, and understand enough about SEO, UX, or CRM systems to make strategic decisions. They’re not experts in everything but fluent enough to lead cross-functional teams effectively.

Why This Matters More Than Ever

Marketing is becoming more complex by the day. We’re swimming in data, automation, and AI tools that can do the technical heavy lifting for us. But no amount of tech will replace the need for human judgment, creativity, and leadership.

According to McKinsey, 83% of global CEOs say marketing is a key driver of growth—but only 23% believe their marketing teams are delivering on that potential. 

That gap isn’t about skills; it’s about leadership. Knowing how to bring all the pieces (and people) together is a skill more valuable than most marketers realize.

So, if you want to be one of the greats, don’t just work on your tools or your skills. Practice negotiating between teams, solving big problems, and connecting the dots between vision and results.

How to Build a Team of Marketing Leaders

If you’re building or leading a marketing team, here’s how to cultivate this kind of leadership:

1. Hire for Curiosity and Collaboration

   Look for people who ask smart questions, offer creative solutions, and thrive in a team setting. A strong portfolio is great, but a curious, collaborative mindset is non-negotiable.
   

2. Invest in Soft Skills

   Offer guidance in storytelling, negotiation, and emotional intelligence. These aren’t just nice-to-haves; they’re game-changers.
   

3. Encourage Cross-Functional Collaboration

   Give your marketers opportunities to work with product, sales, and customer success teams. The broader their perspective, the stronger their leadership will be. (As an aside, this will also help them know the ins and outs of the product they’re marketing–never a bad thing.)
   

4. Foster a Culture of Trust

   Leaders aren’t micromanaged—they’re empowered. Give your team the freedom to experiment, fail, and grow.

Final Thoughts

The best marketers are those who can navigate ambiguity, inspire teams, and turn ideas into results while keeping a clear vision at the center of everything they do.

In an era when AI can write copy and design logos, the human side of marketing—empathy, storytelling, and leadership—has never been more valuable.

So, take a moment to reflect. Where are you thinking like a technician, and where do you need to start negotiating with the bigger picture? And, if you’re looking for your next great marketer, look for someone who can rally a team, craft a compelling vision, and make it all happen. 

That’s the kind of marketer who will move the needle.

Cheers,

Gina