Lead First, Optimize Second
The best marketers I’ve worked with weren’t necessarily the most legendary copywriters, top-tier designers, or data wizards. Don’t get me wrong—they were talented. Many had awards, impressive portfolios, and deep expertise. But what made them great wasn’t technical mastery.
It was leadership.
My favorite marketers are visionary thinkers who can take a vague idea and turn it into a movement. They’re creative problem solvers who thrive in ambiguity. And they’re team leaders who inspire people to bring their best thinking forward—and actually get things done.
In other words, the best marketers are leaders first and specialists second.
If you want to become—or identify—someone truly exceptional on a marketing team, start by leading.
The Skill Set That Sets Great Marketers Apart
When I think back on the most effective marketers I’ve worked with, three qualities consistently stand out:
1. Storytelling
Marketing is storytelling at scale. The great ones understand this intuitively. Whether they’re crafting a campaign or pitching a concept to stakeholders, they know how to connect the dots between data, emotion, and culture.
Take our work resetting the Nike Running brand, for example. At first glance, it may have looked like a content refresh. But it was much more—a complete reimagining of how we connected with runners, told their stories, and unified a global community.
We started with a simple but powerful 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. From what they searched for to how they trained, we mapped their motivations. From there, we built a storytelling ecosystem with over 60 unique narratives annually, all anchored by Nike.com as the hub.
Central to this reset was the “Run Dept,” the heartbeat of Nike Running. Elevating it required deep collaboration across merchandising, paid media, global territories—even customer service. We brought our “Listen & Motivate” ethos to life, ensuring every consumer interaction felt personal, relevant, and inspiring.
The result? A unified narrative that didn’t just sell shoes—it built a movement.
And it all started with a leader who believed in the power of story.
2. Empathy
The best marketers don’t just think about “target audiences.” They think about people—what they want, what they fear, what motivates them.
And this kind of empathy is just as important inside a team. Strong leaders know how to balance perspectives: the creative who wants to push boundaries, the analyst who needs quantifiable ROI, and the exec who wants it all yesterday.
Empathy also powers negotiation, another underrated marketing skill. When you understand what your stakeholders care about, you can align your vision with their needs. It’s not about compromise—it’s about collaboration.
At the end of the day, empathy is what turns good brands into great ones—and good leaders into unforgettable ones.
3. Technical Fluency
Let’s be clear: Writing, design, and analytics matter. But technical skills alone aren’t what make a marketer exceptional.
The best marketers don’t need to be experts in everything, but they do need to understand how the parts fit together. They can navigate a Martech stack, interpret dashboards, and know enough about SEO, UX, or CRM systems to make informed strategic calls. That fluency is what enables them to lead effectively across functions.
Why This Matters More Than Ever
Marketing is more complex than ever. We’re surrounded by automation, data, and AI tools that can handle the tactical work. But no amount of tech will ever replace human judgment, creativity, or 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 skill sets. It’s about leadership.
The ability to unify vision, people, and execution is what will set marketing teams apart in the years ahead.
How to Build a Team of Marketing Leaders
If you’re building or leading a marketing team, here’s how to develop leadership from the inside out:
- Hire for Curiosity and Collaboration
A great portfolio is nice. But a curious, collaborative mindset is non-negotiable - Invest in Soft Skills
Storytelling, emotional intelligence, negotiation—these are the skills that turn good marketers into great ones. - Encourage Cross-Functional Experience
Give marketers a seat at the table with product, sales, and customer success. The broader their exposure, the better their decisions. (And yes, knowing the product inside and out never hurts.) - Foster a Culture of Trust
Leaders aren’t micromanaged—they’re empowered. Give your team space 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, purpose-driven vision at the center of it all.
In a world where AI can generate content and design assets, the human side of marketing—storytelling, empathy, leadership—is more valuable than ever.
So ask yourself:
Where are you optimizing?
And where do you need to start leading?
Because the marketers who will move the needle aren’t the ones stuck in the weeds.
They’re the ones bold enough to rise above them.
Looking to build a brand that leads—not follows?
At Goodstory, we help organizations craft powerful narratives, align teams around purpose, and unlock the kind of creative leadership that drives growth.
Let’s connect—and start writing your next chapter.
