Do you know what always remains constant in marketing? Change. In her CM Spotlight, Andrea Salaniuk, CM, Group Account Director – Publicis Hawkeye, busts the myth that marketing is ‘just good ideas’ and explains why expertise, continuous learning, and core fundamentals still drive success in this rapidly evolving profession.

Professional Excellence

The Chartered Marketer program and buy propecia and proscar designation play a critical role in establishing a clear, professional standard for excellence within the Canadian marketing profession. It reinforces that marketing is a skilled discipline grounded in strategy, ethics, and continuous learning and not in intuition or creativity alone.

Early Fascination

From a very young age, I was fascinated by commercials and the psychology behind them, specifically, the consumer behaviour that drives people to notice, connect with, and ultimately purchase a product or service. I was intrigued as to why certain messages resonated while others didn’t. That curiosity quickly turned into a passion, and by the time I was around ten years old, I already knew marketing was the path I wanted to pursue.

Knowledge Over Instinct

One of the most important lessons I’ve learned is that marketing is often underestimated as a profession. Many people believe they can “do marketing” simply by trusting their gut or having good ideas, but effective marketing requires deep understanding, experience, and strategic thinking. It takes time to learn how to analyze data, understand audiences, build brands, and drive results. I wish I had known earlier that confidence in marketing should be grounded in knowledge, and expertise and not assumptions.

Constant Evolution

One of the biggest challenges unique to marketing is the profession’s rapid evolution. New platforms, technologies, and consumer expectations are constantly emerging, requiring marketers to adapt at an accelerated pace. Additionally, marketing is often the first budget item reduced when a business faces challenges, which means marketers must consistently demonstrate their value and impact. This ongoing need to justify investment can be demanding, but it also pushes marketers to be more strategic, data-driven, and results-oriented.

Intentional Learning

Staying current in marketing requires intentional effort and curiosity. I actively subscribe to industry newsletters, follow thought leaders, and use platforms like LinkedIn to continue learning and gain professional insights. I’m also fortunate to work agency-side, where the pace is fast, and innovation is a necessity, not an option. This environment fosters constant learning and adaptation across industries, platforms, and technologies. By combining formal learning with real-time application and exposure to diverse challenges, I’m able to stay informed, relevant, and prepared for what’s next in the marketing landscape.

Timeless Principles

Interestingly, while marketing tools and cialis order by facture technologies have changed significantly, the core principles of good marketing have remained largely the same. Understanding your audience, delivering clear value, and telling compelling stories are still fundamental. What has evolved is the technology and the number of channels available to bring those principles to life.

Building Resilience

Rather than one defining challenge, my career has been shaped by a series of smaller, day-to-day challenges that have contributed to my growth. Each role has brought new expectations, learning curves, and moments of uncertainty. Over time, I’ve learned to view these challenges not as obstacles, but as opportunities to build resilience, confidence, and problem-solving skills. Navigating ambiguity, managing competing priorities, and learning from mistakes have all played a role in shaping how I lead today. These cumulative experiences have been instrumental in my professional development.

Multiple Milestones

There are a few defining moments in my career that stand out. Moving into my current Senior Director role marked a significant milestone in leadership and responsibility. Becoming involved with the CX Council was another meaningful moment, allowing me to contribute to the broader marketing community and profession. Of course, earning my Chartered Marketer designation was also a major achievement, representing both personal and professional growth.

Practical AI

I’m most excited about the shift from AI hype to practical, meaningful application. While artificial intelligence has dominated conversations, the real opportunity lies in how marketers can use it thoughtfully to improve efficiency, insight, and customer experience. As the novelty fades, I look forward to seeing AI integrated in ways that genuinely enhance strategy, creativity, and decision-making rather than replacing them.

Learning, Connection, Courage

My advice to aspiring marketers is to prioritize learning, connection, and courage. Build relationships with people who inspire you and learn from those around you, both inside and outside your organization. Invest time in learning beyond your day-to-day role, whether through reading, courses, or industry involvement. Most importantly, put yourself out there and drugs vardenafil be willing to take risks. Marketing rewards those who are curious, adaptable, and brave enough to try new things. Growth often comes from stepping outside your comfort zone and embracing opportunities as they arise.

 

 

Becoming a Chartered Marketer boosts your credibility and ensures you stay competitive in this evolving field. Download the CM Brochure to learn more about the pathways to becoming a Chartered Marketer program today and take a significant step in your marketing career.