M&C Group is excited to welcome our new Strategic & Innovation Marketing Manager, who will be leading the next chapter of our marketing excellence.
In this newly created role, he will focus on connecting strategy, creativity, and technology to deliver even greater value for our clients.
We sat down with him to talk about innovation, AI, and the evolving future of marketing.
1. Congratulations on your new role! Can you tell us what it means to be a Strategic Marketing & Innovation Manager at M&C?
For me, this role is about connecting strategy with execution to deliver on our clients’ goals. It’s knowing the tech, understanding the data, and adding creativity so I can turn all of that into solutions that work.
This role didn’t exist before, so it shows our agency is ready to take the next step in service excellence.
2. Why do you think innovation is so critical in marketing today?
Innovation is essential in marketing today. Consumer behaviour is shifting, AI tools are changing the game, and the brands that innovate will understand their audiences better and stand out from the competition.
3. There’s a growing conversation about running a marketing agency entirely powered by AI agents. What’s your perspective on this idea?
It’s an exciting idea, but not realistic yet. AI can speed up research and automate tasks, but marketing also needs judgement, empathy, and creativity.
I believe the future is hybrid, with AI as the accelerator, and people driving the strategy and trust.
4. We often hear that ‘SEO is dead’. What’s your take on the future of SEO in this environment?
SEO isn’t dead—it’s evolving. Zero-click searches and AI tools are changing how people find answers.
But the core challenge is the same: how do you make sure your brand shows up where people are looking? That’s why we talk about Generative Engine Optimisation or GEO.
It’s SEO adapted for an AI-driven world.
5. You mentioned brand building for GEO. What should companies actually do in practice?
Think beyond keywords. Start by acting like your own customer, ask AI tools questions, see which brands appear, and where they’re cited.
If you don’t show up, it means you need more authority. Digital PR is one practical way to build the trusted signals AI models use.
6. Many companies talk about efficiency and innovation. What would you recommend to clients who want to leverage AI in their marketing strategy?
Start with a clear roadmap. Map out routine tasks that AI can take over, then build towards custom AI agents that provide deeper insights.
That’s when campaigns really start to perform better.
7. How do you see AI being applied across the marketing funnel?
AI can support every stage. At the top, it helps test content and variations quickly. In the middle, it personalises nurturing.
At the bottom, it sharpens conversion. But balance is key, AI can’t replace empathy, and a consistent human voice holds the funnel together.
8. What is your favourite AI tool in your personal life, and do you also use it in client work?
I use ChatGPT Pro a lot for its memory, and Perplexity for deeper research.
For client work, I use theses tools for polishing emails, testing ad copy, and even stress-testing strategies—which is one of my favourite uses.
9. In your view, what skills will future marketers need to thrive in an AI-driven landscape?
Adaptability is key—knowing how to use AI tools well. But also, human skills like creativity and storytelling.
I believe in Human-First Marketing: technology helps, but real human connection is what makes a brand resonate.
10. What excites you most about leading marketing and innovation at M&C?
I’m excited to be the first in this role—it shows our agency’s commitment to innovation. For me, it’s not about creating strategies that just look impressive.
It’s about building solutions that deliver measurable results by combining data, tech, and insight.
Looking ahead
As M&C continues to expand its capabilities, this new role marks an important milestone in shaping how we approach marketing, balancing human creativity with technological innovation.
We’re thrilled to see how our new Strategic & Innovation Marketing Manager will drive forward-thinking strategies and elevate how we deliver results for our clients.
