In the good old days of mass marketing, you could survive in a marketing role, even a senior one, with a pretty generic set of analytical, project management and people management skills.

That is no more, just as mass marketing is no more.

Markets have globalised and fragmented at the same time, consumer and customer behavior is no longer reasonably predictable across demographics,  channels are evolving daily, communication  options are now in the thousands, and information on product performance, price, features, availability, and so on, is everywhere.

The key marketing KPI is now curiosity.

Marketing people need to be prepared to go and see, to experiment, be brave, spend time at the coalface with consumers, and generally know far more than they had to in the past.

If I was recruiting to-day, Curiosity would be at the very top of my “must have” list.