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I’ve found that marketing leadership requires technical knowledge and people skills.  You can’t have one without the other.  If you don’t have the technical expertise, you won’t know which levers to pull to make your marketing more effective.  But if you don’t have the people skills, people won’t want to follow you and lend you their expertise.  The right balance is key.

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There are no universal best practices in digital marketing.  I view every setting in ad managers as a lever that can be adjusted.  Everything relies on your personal strategy.  Sometimes the algorithms do the heavy lifting, while other times we take manual control.  The key is flexibility and adapting to what works best in each situation.

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