Interactive talent - Integrated Marketing

As I sift through job postings and aggregate all the requirements listed by companies it becomes apparent that many companies need help in identifying what it is they need from an Interactive leader. Yes, you see the common required skill sets regarding online media, strategic planning, etc but what I find lacking is the vision for finding a leader who is truly business minded and integrated in other channels of marketing.

No longer can you pick a Interactive leader solely based on his/her digital experience. Typically, Interactive agencies work in silos with no real business analytics to back up their strategy. Finding someone who understands strategy, web analytics, social media, mobile, UX, lead generation, SEM ,persona studies, CRM, ecommerce, brand awareness, and someone who has been in a agency environment with top clients can be a daunting task depending on the market you are in. Not to mention finding someone who has the INTEGRATED and business experience it takes to plan and execute a fully integrated 360 degree initiative. What about the other extras? Does s/he author a blog? Publish industry content? Influence the online community? Can this person roll up their sleeves and get down and dirty into web analytics and segmentation?
For the most part, in this role, you tend to see a sales-type person. Not that there is anything wrong with sales (our business IS sales) but you need someone who can walk-the-walk. Not just talk a good game. Your business depends on it.
The operations side of this is for another chapter but I believe I have raised some awareness for the would-be hiring companies out there.
God speed!

Stewart Severino
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