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8 Marketing Directors Share Their 2025 Priorities

Date

Jan 27, 2025

Read Time

min read

Category

PR

Date

Jan 27, 2025

Read Time

min read

Category

PR

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Our brand will take top priority in 2025 Balance short-term, performance activity with longer-term brand building Achieving the new customer growth set out in our business plan Bringing together sales and marketing to form a more concise go-to-market strategy Focus on both brand and product-use awareness Cross-border collaboration between marketing departments Assessing the impact of both digital and non-digital activities on our goals Master the blend of cutting-edge AI and enduring human values

January is a (very) busy time for everyone in marketing and PR. Planning, prioritising, budgeting – it’s literally all systems go. So to keep you inspired this year, we asked some of the top marketing directors and senior marketing leadership we know for their 2025 priorities.

Here are the PR & marketing goals they’re focusing on this year:

Our brand will take top priority in 2025

“For us, our brand will take top priority in 2025.

“Internally, all staff must have a very strong understanding of who you are and what you stand for. With everyone poised to offer your agreed level of service, the customer experience will be consistent and harmonious. If not, it will highlight where improvements need to be made.

“Externally, communication surrounding what makes you different and highlighting the value gained when choosing your brand is imperative. This will allow you to stand out in a competitive marketplace and succeed.”

Alex Giles-Brown, Head of Marketing at Origin Global

Balance short-term, performance activity with longer-term brand building

“As we begin 2025, our key priority is to balance short-term, performance activity with longer-term brand building. Particularly in e-commerce, it can be easy to focus on the ‘short’ but it’s more important than ever to build brand awareness and mental availability.”

Emily Stoten, Marketing Director at Hughes Electrical

Achieving the new customer growth set out in our business plan

“My top marketing priority is achieving the new customer growth set out in our business plan, meeting both increasingly demanding CPA & ARPU challenges. I need to make sure we’re increasing our volume of direct website orders, in order to lower the blended CPA, whilst ensuring our Field & Telesales teams are also delivering against their targets.”

Lee Probert, Marketing Director at Trooli

Bringing together sales and marketing to form a more concise go-to-market strategy

“My priorities for 2025 are…

  • “Bringing together sales and marketing to form a more concise go-to-market strategy (we’ve always been pretty good at being aligned on sales and marketing at Rippl but this year more than ever everything marketing does has to be linked to sales enablement/activation) so we’re rethinking of ourselves of a “go-to-market engine”
  • “Keeping ahead of the AI capability of the tools in our techstack. E.g. exploring how we can more effectively create short-form content for socials from existing materials without huge amounts of effort.
  • “As the market toughens as companies are tightening their belts (at least in our industry) marketing is being tasked with narrowing and niching down as much as possible. Doubling down on our ICP to ensure every ounce of marketing/sales effort and every marketing pound is on the market that are ready and available to buy.
  • “Finally, trying to establish the best way to engage with people now. Are ebooks/guides dead? Webinars were the go-to but with WFH, are people bored of this format? We’ve tried multiple methods but have to fit in with the new norm which could take a while to establish/discover this year.”

Sam Harris, CMO at Rippl

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Focus on both brand and product-use awareness

“Our marketing priority will always be to maintain a strong focus on both brand and product-use awareness. Alongside this, we will prioritise media and communications localisation for each individual country. Optimising paid advertising costs will also remain a key focus throughout the year.”

Mohammed Nagib Khan, Head of Marketing at My Nametags

Cross-border collaboration between marketing departments

“As an international organisation we are looking at two major areas in 2025. We need to ensure the efficient cross-border collaboration between marketing departments to quickly act on marketing trends and thought leadership initiatives. We also need to ensure that we, as an organisation, are accurately measuring campaign successes and failures to better plan future activities.”

Rob Hazelton, Head of Marketing & Business Development at Nexia

Assessing the impact of both digital and non-digital activities on our goals

“My marketing priorities for the next 12 months remain largely consistent with the past two years. As an SME, the potential of AI is enormous, particularly in terms of increasing efficiency and reducing costs. However, fully embedding it into all aspects of our marketing efforts is still a work in progress. Our SME status also means that every resource must deliver measurable value, making tracking and evaluation critical. Accurately assessing the impact of both digital and non-digital activities on our goals continues to be the foundation of our strategy, and this will remain a key focus for me throughout the year.”

Stuart Aiken, Marketing & Communications Director at Trojan Lighting Solutions

Master the blend of cutting-edge AI and enduring human values

“In 2025, senior marketers must master the blend of cutting-edge AI and enduring human values. This means leading digital transformation by prioritising initiatives like AI-powered Account-Based Marketing (ABM), which, despite its potential, remains untapped by 98% of businesses today. For many teams and marketers, this means championing ethical AI practices, prioritising customer-centricity, and fostering a culture of adaptability and continuous learning to unlock the power of AI for personalised and impactful customer engagement.”

Marion Barnham, Founder and Fractional CMO at Barnham Marketing

 

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