Being an effective marketing leader with Mark Evans, Direct Line Group

Today’s ClickZ Digital Marketing Podcast by Tim Flagg welcomes Mark Evans, Managing Director Marketing and Digital at Direct Line Group. They talk about what it takes to be a modern day marketing director, sprintathons, audience insights, advertising effectiveness, transparency, and why curious marketers love a good challenge.

Mark draws on years of Petco and Mars expertise, love of running for a cause, and the best sport ever (GOATs) to share his unique perspective on what makes a great modern leader.

5:00 – The importance of a people-first approach

6:10 – The biggest misconception people have about the role of marketing director

7:57 – The essential skills and qualities a marketing director must have today

10:38 am – Audience segment examples and how Mark was gathering these data insights for informed advertising and marketing

2:20 pm – Mark’s experience at Petco and how walking with customers and their pets helped create insights that combine quantity and quality

3:10 PM – The most effective channels for community engagement

15:50 – The contradiction to the death of television and how it is still the number one acquisition and branding media

7:19 PM – How the Direct Line Group measures insurance performance and allocation

27:25 – The Direct Line Group is picking up on the trend towards in-housing and hybrid models

30:25 – Why the sky doesn’t fall even with the biscuit winter / biscuit sunset / biscuit tsunami

31:45 – The exciting yet volatile future of marketing and industry-specific challenges

Click here for the podcast on SoundCloud and join the conversations with us on LinkedIn and Twitter.