‘Collaboration, clarity and craft’: Optus’ Emma Jensen on mastering the fundamentals of marketing in a changing world

Ahead of her appearance at the ADMA Global Forum on September 9, Optus’ VP of Small Business, Emma Jensen, shares why marketers need to double down on mastering the marketing craft, communicating with clarity and collaborating across their organisation if they want to thrive in a changing world.

“When I think about marketing's next horizon, I’m excited about the leading role marketers can play in harnessing technology with the marketing fundamentals to drive great customer experience and growth for organisations.”

It’s a big-picture view from Emma Jensen, currently the VP of Small Business at Optus with a marketing career that has spanned continents, industries and both the B2B and B2C worlds. Today she leads a business competing in one of Australia’s toughest categories and she is adamant the future is not just about chasing the latest fads.

She explains: “There's a real need to balance how we use technology with the fundamentals of marketing. Too often in this industry we're distracted by the new shiny thing. Marketers don't only exist to drive improved cost per sale. We exist to fuel brand and business growth.”

That belief underpins her advice to marketers everywhere as they navigate a dynamic landscape: focus on the craft of marketing.

But for Jensen, mastery isn’t just about technical skills. Throughout her career, she has learnt the importance of developing her “softer” skills, designed to help her grow as a person and a leader.

Jensen says:  “It’s not just about marketing skills; it’s also about broader leadership and human skills. I've got a strong focus on personal growth and self-development, being the best I can be. I’m relentlessly focused on how I can keep developing across all dimensions -  mentally, emotionally, physically - so that I can bring my best to those around me.

“I am endlessly curious and believe you are the company you keep. Surrounding yourself with great people is an excellent way to really elevate your own skills.”

In fact, Jensen sees capability as increasingly a make-or-break for modern marketers. She recalls seeing a statistic recently which revealed between 50 and 70% of marketers, depending on the country, don’t have any formal training in marketing.

She expands: “There is a shift away from seeing marketing as a core discipline requiring deep understanding and mastery. I’m passionate about learning and development for marketers, and particularly the role ADMA plays to lift marketing education and training. To elevate for the future, we must build the mastery of our discipline.”

That drive for continual learning is playing out against a backdrop of rising customer expectations - especially in telecommunications, where Jensen’s full profit-and-loss accountability keeps her closely attuned to what customers demand.

As she reveals, working in the business-facing side of Optus brings a unique set of challenges and expectations.

Jensen explains: “People, whether they are businesses or consumers, expect more of organisations. I would argue the expectations for businesses are higher than they are for consumers, because when things go wrong for businesses, they demand fixes even more quickly because their livelihoods depend on it. 

“Businesses are time poor. They are on 24/7 and they need things to just work.”

Of course, no conversation about the future of marketing can take place without some mention of AI. While Jensen has embraced the technology personally and at Optus, she advises marketers to bring the application of AI back to discipline.

Jensen says: “Even though we’re talking a lot about AI, the discussion across organisations tends to focus on AI as a tool and comparatively little about the skills, behaviours and discipline that's required to best utilise it. I’d welcome an increased focus on what the behaviours are that go hand-in-hand with AI to make sure businesses are getting the best out of it - curiosity, agility and a growth mindset.”

She also recommends one simple question that she uses to help implement the technology in her business unit: If AI is the answer, what’s the question?

Jensen explains: “Thinking of this question is how I gather real clarity on the customer problem we’re trying to solve with AI. It’s essential to hone in on this - the role of AI in your business will come from that.”

Ultimately, she argues, the marketing leaders who will be best placed to navigate the fast-changing future will be the ones who combine curiosity with collaboration.

Jensen concludes: “Collaboration is a core part of capability for marketers and what helps drive success for marketers. It’s also important to be clear on your values and what's important to you. Focus on internal validation to build your confidence and invest in yourself.”

Emma Jensen is speaking at the ADMA Global Forum on September 9, joining a line-up of industry leaders including futurist Tom Goodwin, business expert Todd Sampson, MECCA’s Kate Blythe and more. Secure your tickets here.