Platforms, formats and algorithms change every year. The skills underneath them change much more slowly. These are the five we look for when we hire, and the ones we help our clients' teams build.
1. Measuring what matters
Reach and likes are easy to report. Leads, sales and cost per result are what the business cares about. Marketers who can connect a campaign to revenue get bigger budgets.
2. Writing clearly
Every ad, landing page and AI prompt starts with words. Short, specific copy in the customer's language still beats clever slogans, in Arabic and in English.
3. Working with AI
AI now drafts copy, suggests audiences and summarises results. The skill is knowing what to ask, checking the answer and keeping the brand's voice.
4. Short-form video
Video is the main format on most platforms. You don't need a studio, but you do need to plan a hook, a message and a call to action in under 30 seconds.
5. Testing and learning
The best teams treat every campaign as an experiment: change one thing, measure, keep what works. Small, regular tests add up faster than big launches.
Building your team? We run practical workshops on measurement, content and AI for marketing teams.