Any marketers entering the industry in 2026 face a profession evolving at a rapid rate.

The advice from ITV head of brand Lucy Pack – one of Marketing Week’s 2026 Future Marketing Leaders, sponsored by Digitas – is to “be fearless, not faultless”, “relentlessly curious” and ready to bring your ideas to the table. 

“In the modern marketing landscape, the biggest threat is not failure; it’s averageness and playing it safe,” says Pack.

This advice is echoed by her fellow Future Marketing Leaders, including marketing manager at NatWest Olivia Williams, who urges any marketers early in their careers to stay curious, “build strong connections” and take every opportunity they can.

One of the biggest things Megan Bell, senior product manager at McCain Foods, has learnt in her career is that “remaining curious, continually learning and listening to consumers” are the most powerful tools a marketer can have.

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She also urges anyone starting out in the industry to keep it simple, explaining the most powerful innovations and campaigns are those which are “easy to understand”.

“If you need to explain your thinking to a consumer then you lose impact and ultimately cut through,” says Bell. “Moving with your consumers, opening a two way dialogue and continually seeking to improve consumers’ lives is the true magic of innovation marketing and one of the most exciting parts of the job in my opinion.”

Crucially, she also advises young marketers to learn from “experts, colleagues, industry leaders and the world around you”.

Embracing lifelong learning is particularly important in a world of AI, according to head of marketing operations at RSPB, Sara Farrow. She explains that while AI can help you gather knowledge, it cannot compare to developing a “critical marketing brain” which helps you overcome challenges. 

The key to success is having the ability to take “educated risks” and “quickly move on” if something doesn’t work out as planned, adds marketing director for essential health at Kenvue, Sarah Millbanks.

Having studied geography, not marketing, at university, Millbanks was keen to learn “on the job”, embracing the opportunity for both formal training and learning from those around her.

“My advice would be to go have that coffee chat. People are passionate and so knowledgeable about what they do, so ask the question and be open minded, and eager to learn,” she suggests.

Developing a commercial brain

For those approaching marketing from a different background, Farrow advises you shouldn’t be afraid to “get your foot in the door with a sales role”.

“Understanding the business bottom line and having a direct impact on a P&L will get you in the right mindset to help brands grow,” she states.

Britvic senior brand manager Andi Nicholas believes it’s important to understand P&Ls and data as marketers are “ultimately going to be working for commercial businesses”. She advises spending “as much time as possible in the start of your career getting your commercial house in order”.

This opinion is echoed by Lewis Beale, head of brand at Renault, who advises aspiring marketers to “be ready to blend creativity with analytics”. Echoing his Future Marketing Leader peers, the advice is to “stay curious, adaptable and customer-focused”, especially as technology, competitors and even consumer behaviour can shift overnight.

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Once within an organisation, the willingness to learn is a “superpower”, says marketing lead at Virgin StartUp, Tanya Fihosy. 

She recalls joining a startup agency where she “wore every hat from HR to marketing”, which “sharpened” her skills in ways no course ever could.

“The marketers who thrive lean in, experiment and don’t wait for permission. [They] Take on side projects outside the 9–5, volunteer for ‘side of desk’ opportunities and treat every role like an assignment with a mission,” says Fihosy.

She also sees the importance of “defining your personal mission”.

“We know the company’s purpose, but what about yours? What do you stand for and how does that shape the roles you choose, and the impact you make?” Fihosy questions.

The need to find our passion is echoed by both Millbanks and Callie Bryan, senior marketing manager at BBC Studios.

“Develop a specialism. Marketing is a vast field, and having deep expertise in a specific area has been invaluable for me,” says Bryan. “That said, it’s equally important to stay curious and open to learning new skills, and exploring emerging channels whenever possible.”