Wonder

Research Outline

Prepared for Laya | Delivered May 5, 2020

VP of Marketing: Psychographic Profile

Goals

To provide insights that help to build the psychographic profile of the VP of Marketing at a small to mid sized company (at least $25 million in revenue) in the United States, specifically related to the e-commerce / retail / consumer goods industry. Psychographic parameters may include their key personality traits/attitude, interests, hobbies, values and media consumption pattern.

Early Findings

Research suggests that the key attitudes that marketing VPs must have in order to become successful are: ability to think beyond the immediate future, skills to navigate executive politics and demonstrate one’s value to the organization, and skills necessary to lead a team.
In terms of core personality traits, successful VPs of marketing should be flexible and adaptable and should encourage new ideas and be able to tolerate failure. 
VPs of marketing should also be aware of the latest marketing trends, as well as the buying trends of consumers.
A successful VP of marketing should also be confident enough to convince the leadership about the changes and disruptions required to foster increased revenue growth.
Some personality traits that are reportedly observed among successful chief marketing officers or CMOs are that they are: curious, accountable, detail-driven, humble and adventurous. 
They are also considered to be visionaries with great intuition about people, empowering, excellent communicators, and great facilitators.
On a typical work day, marketing VPs spend a lot of time handling incoming and outgoing communications.
According to a research conducted by Nielsen in 2018, the majority of the chief marketing officers (79 percent) consider social media to be the most critical digital media channel to reach out to their primary prospects and existing customers, followed by search (73 percent) and online video (63 percent).
Majority of respondents (69 percent) were also of the opinion that social media and search were the most effective digital media channels, followed by mobile (60 percent).