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MARKETER JOB ROLES

Digital strategy now the biggest responsibility of marketing bosses​

By our News Team | 2021

Digital marketing is the number one responsibility reported by marketers, superseding a dominant historic focus on brand-related activities.

Results from the most recent edition of The CMO Survey show that marketer responsibilities and strategic roles have increased against the rise in digital spending.

Digital marketing spending has grown to comprise 58% of marketing budgets, reflecting 15.8% growth over the last year, and is projected to grow by 14.7% in the next year, according to the US-based study.

In the wake of this spending, the survey found that digital marketing is the number one responsibility reported by marketers, superseding a dominant historic focus on brand-related activities. These and other results were based on a sample of 282 top marketers at for-profit American companies.

The pandemic has prompted many companies to undergo a rapid transformation in their go-to-market models, the Founder of The CMO Survey, Professor Christine Moorman, wrote in an article published by the American Marketing Association.

Marketer job roles

Photo by Sora Shimazaki from Pexels

Companies report rapid digital progress

According to Professor Moorman, more companies report moving past the nascent phase of their digital transformations (31.1% in this phase a year ago to only 8.6% today) and into emerging (53.1%), integrated (26.9%) or institutionalised (11.4%) phases. 

Marketing leaders report being asked to lead 73% of the digital transformation in companies, challenging assumptions that such processes are managed primarily by technology leaders.

Marketing leaders are also asked by their CEOs or CFOs to participate in board meetings and in the preparation for earnings calls with financial market analysts more than ever. 

“Although there is room for improvement, these encouraging results indicate marketing leaders are earning a seat at the table more than is suggested in the popular press,” Professor Moorman said.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.