The Modern Marketing Leader: Essential Qualities for the Digital Age

Abstract

The current study aims to identify the essential characteristics that are needed to be effective in marketing leadership in the digital age. In recent years, due to rapid advancements in AI, automation, and big data analytics, marketing leadership has transformed from its traditional strategic leadership to technologically driven leadership. In this regard, the current study has used primary data collection from 100 participants consisting of marketing professionals, digital marketing managers, and MBA students. The current study aims to examine the relationship between marketing leadership and its effectiveness using correlation and regression analysis. The findings of the current study have revealed that marketing leadership adaptability, emotional making intelligence, and learning. In this regard, the current study has found that marketing leadership effectiveness is highly affected by digital literacy and decision- based on data analytics.