In his CM Spotlight, Jeff Pontes, CM, Vice President of Digital Strategy & Performance at Salt XC, emphasizes continuous learning as well as balancing data and creative intuition. He also stresses that relationships are essential to navigating challenges, opening new doors and accessing valuable resources.

Informed and Connected

The CM designation is essential for staying informed and connected in a constantly evolving profession. It ensures that marketers meet specific standards and stay current with trends and changes. It also fosters valuable connections with other professionals, encouraging broader perspectives and innovative ideas, all of which are vital for a successful career in marketing.

Driving Force

My marketing career was inspired by an interest in psychology and sociology, which provided a fascinating contrast to my studies in computer science. Understanding why people think and behave the way they do, both individually and in groups, drew me to this field. I saw technology as a crucial enabler but understood that the consumer remains at the heart of every decision. Creating experiences that address consumers’ needs while leveraging the right technology has been a driving force in my career. This intersection of human behaviour and digital innovation continues to fuel my passion for marketing.

Relationships are Key

Relationships are key. Early on, I focused heavily on execution, but over time, I realized that relationships help navigate challenges, open doors to new opportunities, and provide resources that might otherwise be inaccessible. These connections foster personal growth and contribute significantly to career success.

Striking Balance

Marketing’s access to vast amounts of data requires us to build strong cases to justify investments, a rigour that’s often unique to our field. While data offers innovation opportunities, organizational culture can influence how insights are used. Some businesses may hesitate without perfect data, whereas others embrace a balanced blend of data with creative intuition. Navigating these differences, especially in a tech-driven landscape, is essential. Striking the right balance between data dependence and bold decision-making helps organizations remain competitive.

Anticipate Challenges

Networking is crucial, both to learn and to share knowledge. Staying active in industry organizations like the CMA and co-chairing councils keeps me connected to emerging trends and diverse perspectives. Monitoring shifts in technology and market dynamics helps me anticipate the challenges clients face, which allows me to offer relevant solutions and insights.

Data-Driven

Marketing has transformed and become deeply data-driven. While, we have powerful tools for capturing, analyzing, and applying data, this abundance brings challenges such as knowing which data to use, managing its security, and operationalizing insights effectively. Data breaches have heightened the importance of security, making it a top priority for marketers and companies alike.

Invaluable Approach

Navigating major shifts like Sobeys’ acquisition of Safeway and leading growth at AMEX during the pandemic were challenging. These experiences taught me to focus on essentials, stay close to my team, and rely on clear priorities to meet goals. During turbulent times, this approach proved invaluable for maintaining momentum and supporting team morale.

The Foundation

Transitioning from agency work to a senior digital role at Sobeys marked a defining moment. I had only a few months to revamp the digital ecosystem to support a high-profile rebrand with Jamie Oliver. This experience involved building digital infrastructure, creating data models, and expanding e-commerce capabilities. One key achievement was establishing a Digital Centre of Excellence, which provided digital marketing support across the entire enterprise. The resulting digital transformation earned me a Future Leaders Award, leading to my representation at the Future Leaders Congress in Istanbul. My time at Sobeys solidified my foundation in digital transformation, shaping the trajectory of my career.

Transformational AI

The impact of AI is transformational. For marketers, AI presents unprecedented opportunities to enhance customer experiences, optimize processes, and improve performance. As with MarTech, the rapid growth of AI tools demands a strategic, measured approach. Businesses need to integrate AI as an accelerator, working harmoniously with enabling technologies. Successful adoption of AI requires an organizational commitment to modernization, aligning technology with strategic objectives to stay competitive in today’s fast-evolving market.

Expertise and Integrity

Continuous learning, networking, and self-challenge are essential for growth. Investing time and energy in personal development—through reading, attending events, and connecting with others—strengthens professional and emotional intelligence.

I’ve seen many talented individuals miss opportunities due to gaps in organizational awareness or self-management. It’s important to maintain humility, build a positive reputation, and help others. Focus on building a personal brand that reflects not just expertise but also integrity, as being a good human goes a long way in any professional setting.

 

 

 

Becoming a Chartered Marketer not only boosts your credibility but also 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.