As the President of Delvinia, Steve Mast, CM, has gained a wealth of experience on his journey. He touches on building a solid connection with the customer, investing time in meeting people,  the changes shaking up the profession, selling ideas, and how several seasons of moments have defined his career.

Credibility and Competitiveness

The CM designation is unique because it’s Canada’s only marketing designation program. It’s important for two reasons: Credibility and Competitiveness.

Credibility: In today’s modern business, marketing professionals guide product development, drive growth, and create powerful brands. Yet, marketing is often overlooked and undervalued as a profession. Since marketing is responsible for building a brand’s reputation, marketers must build the profession’s credibility and make it known.

Competitiveness: Everyone thinks they are a marketer, and thanks to emerging MarTech and AI platforms democratizing many aspects of marketing, this is becoming true in many ways. Now, even the marketing profession is competing with machines. The CM designation helps marketers stand out in a profession that is constantly changing and changing quickly.

Knowing Your Customer

I’m a builder who loves creating businesses and products that solve real customer problems. Early in my career as a video game producer, producing a great product was about connecting with the players and understanding why they played and what would keep them loyal to the game. Marketing is two halves of the same coin: know your customers and provide them with an unforgettable brand experience. There is no better feeling than getting it right and connecting with the customer. I believe the art and science of marketing is understanding the customer better than anyone else in the organization and creating a long-lasting connection with them.

Connect With People

I have followed the general rule of meeting three new people weekly for years. At times, it can be difficult but very rewarding. You will learn more from these connections, allowing you to grow personally and professionally. This rule keeps me on top of the industry and connected. You can also join an association, like the Canadian Marketing Association (CMA), get involved and share your ideas.

Changes in the Profession

1. Channel switching: The growth of the digital media landscape fostered new opportunities to connect with customers. The rise of social commerce and life product streaming is one example of how learning and buying new products is so easy. This creates a real challenge for brands in creating customer loyalty. Channel switching is a swipe away, and new digital experiences continue to make it easier for customers to purchase from new start-up brands.

2. MarTech’s big bang: In 2023, chiefmartec.com reported 11,038 marketing technology solutions. In 2011, the landscape was approximately 150 solutions. The MarTech stack has become just as important as the big creative idea. Marketers must develop a strong understanding of the technology landscape and available tools. With AI now on our doorstep, I anticipate another explosion of tech tools.

3. RIP general marketer: Senior marketing leaders must have a broad understanding of marketing and its specific disciplines, like creative versus media. Marketing roles have been divided into new and hyper-specific areas. I recently met with a marketing psychologist who works with organizations to influence consumers to buy a particular product. I believe AI and automation will continue to change the role of marketing.

Selling Ideas

Throughout my career, selling your ideas has always been key to success and can be one of the most difficult challenges. There is no shortage of ideas in a business. You need to ask yourself why it is right to bet on and invest in your idea. First, you must become a great storyteller to sell your idea. Not a good one, a great one. Second, it takes a team to develop a great idea. Grow support over time, one person at a time. Finally, your idea needs to be on a solid business foundation. In other words, create a simple business plan on how your idea will drive growth.

Upcoming Trends

• Social commerce: Social media platforms will continue to expand their e-commerce capabilities, offering live streaming, product demos, and immersive experiences.

• Augmented work: AI and marketing automation will continue transforming marketing opportunities. Humans and machines will collaborate to produce new, innovative programs.

Defining Moments

There wasn’t one defining moment but rather a series of seasons. Each season built on the season before with experiences and people that I now call my friends.

My time Chairing the CMA Board was special. A few business pitches (selling my idea) stick out. For example, I flew to New York City to pitch and win the Wall Street Journal for its Canadian business. Speaking in San Diego in front of my first 1000+ person room was a rush! Selling our research businesses, AskingCanadians and Methodify, in 2021. That took 21 years of moments to get to that point. Focus on building great businesses because what you say doesn’t matter nearly as much as what you do.

Steve Mast, CM
President at Delvinia

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.