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Marketing Leader: Decoded

Marketing Leader: Decoded

Von: Guilty Unicorn
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Marketing Leader: Decoded analyzes what companies actually want when they hire Heads of Marketing, Marketing Directors, and VPs.

We analyze real job listings to spot patterns, translate corporate speak, and identify the skills that separate candidates. Each episode breaks down 2-3 job descriptions around a theme — what they say, what they mean, and how to develop the capabilities they're really testing for.

No guru promises. No generic advice. Just grounded insights from someone who's read hundreds of job listings and knows how to spot the signal in the noise.

For marketers who want to lead teams, not just run campaigns.

Copyright 2025 All rights reserved. Marketing & Vertrieb Ökonomie
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  • The Data-Driven Lie

    The Data-Driven Lie
    Apr 5 2026
    "Data-driven" appears in almost nine out of ten senior marketing job listings. But ask those same listings which tools the role requires, and the number collapses. Google Analytics shows up in fewer than 10%. A/B testing in 10%. Attribution in 26.7%. This episode pulls apart what's actually happening when employers write "data-driven" into a job description — and what the gap means for anyone on either side of the hiring table.
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    11 Min.
  • The Squeeze

    The Squeeze
    Mar 12 2026

    What changes in marketing leadership job listings in just three months? More than you'd think. In this episode, I compare 300 listings from November 2025 with 150 from February 2026. The biggest finding: roles combining "strategic," "hands-on," and "revenue" language grew from roughly one in ten to one in four — in both the US and UK. But the two markets are diverging fast. US listings are accelerating toward AI, pipeline accountability, and growth marketing. UK listings are broadening into sustainability, SEO, and brand stewardship. The squeeze is getting tighter. This episode breaks down what moved, where, and what it means for your next application.
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    11 Min.
  • Stakeholder management - the secret skill

    Stakeholder management - the secret skill
    Feb 25 2026

    You'd expect KPIs and analytics to top the list of skills companies want from marketing leaders. They do. But the #3 skill — ahead of brand strategy, team leadership, and digital marketing — is stakeholder management. Over half of all listings ask for it. In the US, that jumps to 83%.

    This episode breaks down what "stakeholder management" actually means in job listings (hint: it's not "good at meetings"), why it trips up otherwise talented marketers making the jump to leadership, and four concrete ways to start building this skill — even if no one's taught you how.
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    11 Min.
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