Roles & Skills
Browse the marketing skill matrix, common role transitions, and WL2 role profiles. Tap anything to open it in chat with Mikel.
Sales / Customer Development → Marketing
You already know the shelf. The shift is from in-quarter sell-through to longer-arc brand building — and from the customer (retailer) to the consumer.
Skills to build
- • Consumer & Cultural Insight (BB1)
- • Brand Activation & Excellence (BB5)
- • Portfolio & Commercial Growth (BB2) — applied through the brand P&L
- • Briefing creative agencies
Common pitfalls
- • Defaulting to trade-spend logic for every demand problem
- • Talking about retailers when the room wants to talk about consumers
- • Underestimating how long brand work takes to show up in numbers
First 90 days
Days 1–30
Live with the consumer. Store visits, in-home, social listening, last 3 brand reviews.
Days 31–60
Own a small piece end-to-end — a pack, a promo, a digital burst — and present it.
Days 61–90
Write a brief. Sit through a creative review. Own one input to the annual plan.