A performance marketing professional, Dozie Amanze, has championed the need for professionals to strengthen their technical competence, as AI, automation, and data engineering reshape marketing at an unprecedented speed.

Working daily at the intersection of marketing and technology, he offers a grounded, insider perspective on why technical skills have become a non-negotiable requirement for modern marketing careers.

According to him, in an era where marketing success is driven as much by data as by creativity, professionals can no longer rely solely on traditional capabilities. He noted that the landscape has evolved: audiences are digital first, AI algorithms optimise campaigns, and customer insights increasingly depend on data science, engineering, and automation.

“Today’s marketer must think in both marketing and technical terms,” Dozie said. “It’s not enough to craft compelling messages; you must understand the systems, platforms, and analytics that deliver and measure them.”

With over seven years of experience driving growth for global tech and digital brands, Dozie noted that the line between marketing and technology has effectively disappeared. He highlighted that mastery of marketing automation platforms, CRM systems, analytics environments, and AI-powered advertising tools are now essential. He noted that as a result, marketers are expected to work closely with data engineers, product managers, and developers to create seamless, personalised, and measurable user experiences.

According to him, the global shift toward digital transformation has accelerated this demand, with organisations increasingly seeking hybrid professionals who can bridge creative storytelling with technical execution—individuals who understand customer psychology and the data pipelines that shape it. “The modern marketing professional needs to be a hybrid, part strategist, part technologist,” Dozie added.

He concluded that future-ready marketers will not only excel in communication and content but also embrace emerging technologies such as artificial intelligence and automation.

“Those who adapt will lead the next wave of marketing innovation, while those who don’t risk being left behind,” said Dozie, who specialises in data-driven strategies, experimentation, and scalable growth, and actively champions the integration of technical skills in modern marketing practice.