We are recognizing Mos’ Okediji in the 2024 Marketers To Watch Series in partnership with The Wall Street Journal. As the Director of Marketing of Craft Capabilities and Development at Intuit, she stands out for her style of leadership that pushes the envelope in marketing innovation. Her team at Intuit prides itself on developing cutting-edge strategies, systems, and GenAI capabilities that empower Intuit’s marketers to do their best work. Here’s how she describes her career journey thus far:
“My marketing journey has been quite the adventure, spanning different industries and even continents. I’ve had the chance to work on everything from global brands like Coca-Cola, Unilever, Motorola and Nestle at Ogilvy Africa to consumer brands at Safeway and Jamba Juice. Now, I’m diving deep into the world of Fintech SaaS at Intuit.“
Curious to learn more about the marketing leader behind Intuit’s marketing? Keep reading to learn Mos’ perspectives on the future of marketing, the innovative work she’s been leading, her best career advice, and more.
What gives me joy outside of work…
“Outside of work, I’m energized by my passion for coaching and connecting with people. As a professionally trained coach, I find immense fulfillment in helping others navigate their careers. But it’s more than that—I’m genuinely fascinated by people’s stories and what makes them unique. This curiosity about human nature isn’t just a hobby; it enriches both my personal and professional life.”
Every marketer should read...
“I have to recommend ‘Growth Hacking,’ co-authored by Morgan Brown and my friend, Sean Ellis. It’s not just another marketing book; it’s a game-changer. Every marketer should read this to shift from traditional tactics to growth-driven strategies.”
Future of Marketing
Q: What’s one thing coming down the marketing pike you are most excited about?
As a marketer, I’m incredibly excited about Generative AI. It’s not just a new tool; it’s a revolution that will redefine our landscape. We will be able to analyze vast datasets instantly to uncover actionable insights almost independently. But what really thrills me is the potential for hyper-personalized, context-aware content at scale. For example:
- We’re moving beyond basic segmentation to truly individualized experiences.
- GenAI will also free our creative teams from routine tasks, allowing them to focus on big-picture strategy and innovation.
- We’ll be able to generate and test countless campaign variations in real time, leading to faster learning and more impactful marketing.
But here’s the key—we’re just scratching the surface. As marketers, we have the chance to shape how these tools create meaningful connections between brands and consumers. It’s not just about technology; it’s about harnessing it to tell better stories and make a real difference.
Q: What widely accepted “marketing truth” do you wish the industry would evolve?
I’d like to see our industry move beyond the narrow concept of “performance marketing.” While I believe all marketing should perform and drive results, the current segmentation has created a problematic divide.
This siloed approach often leads to an over-emphasis on short-term, easily measurable metrics at the expense of long-term brand building and customer relationships. It’s created a false dichotomy between “brand” and “performance” that doesn’t reflect today’s complex, multi-touch consumer journey.
In reality, every marketing activity should contribute to both immediate performance and long-term brand equity. We need a more holistic approach that recognizes the interconnectedness of all marketing efforts.
I envision a model where we measure performance across all marketing activities, using a broader set of metrics that capture both short-term results and long-term value creation. This shift would encourage more integrated strategies and ultimately lead to more sustainable business growth.
Q: What’s a prediction you have for Brand Marketing over the next few years?
I see values-based marketing becoming even more prominent in the coming years. Consumers, especially the younger generation, are increasingly making purchasing decisions based on a brand’s social and environmental impact.
We’ll likely see more brands explicitly aligning with causes, but they’ll need to ensure their actions match their words. Those who authentically integrate values into their core business model will stand out.
This trend is driven by the ongoing focus on issues like climate change and social justice, as well as advances in data analytics, which allow brands to better understand their customers’ values.
However, it’s a delicate balance. Brands must navigate these waters carefully to resonate with consumers without appearing opportunistic. The key will be genuine commitment and transparency in their efforts.
Craft Development and Capabilities Marketing at Intuit
Q: What is your leadership approach as the Marketing Director of Craft Development and Capabilities at Intuit?
What really gets me excited as I lead my team is finding new ways to blend creativity with critical thinking, especially using GenAI. I’m constantly thinking about how we can make our go-to-market strategies more impactful, create practical resources for skill development, and boost productivity with new technologies. I’m also a big believer in continuous learning.
Whether it’s through mentoring programs or upskilling in GenAI, I’m always looking for ways to help our team grow and deliver exceptional results. It’s all about elevating our craft and staying ahead in this fast-paced marketing world.
Q: What’s something exciting you’re currently working on at Intuit?
At Intuit, I’m spearheading an exciting initiative to refresh our Marketing Craft skills. We’re developing a best-in-class curriculum that will equip our marketers with cutting-edge capabilities and experiences, all designed to deliver exceptional value for our customers and communities.
We’re exploring using GenAI to create truly personalized 1:1 learning journeys, fostering psychological safety for growth. Our goal is to build a learning ecosystem that adapts to industry changes and integrates well with daily workflows.
Investing in our marketing talent this way empowers our organization to move with velocity and be creative problem-solvers who can confidently navigate the complexities of modern marketing, driving Intuit’s marketing excellence for years to come.
Q: What’s the most pressing business challenge you’ve faced within the last year at Intuit, and what have you done to try to solve it?
The most pressing challenge we faced was integrating GenAI across Intuit’s marketing and communications teams. With no off-the-shelf solution available, we had to learn and teach simultaneously.
We set an ambitious goal: integrating GenAI into all our marketers’ and communicators’ workflows. Our approach involved establishing a clear vision of how GenAI could enhance our work, defining hypotheses, and designing quality experiments.
We created tailored learning experiences, fostered experimentation, and encouraged knowledge sharing. The results have been remarkable—we’re close to achieving our goal, and most of our team now effectively leverages GenAI.
This success highlights the importance of a clear strategy, a learning culture, and adaptability in embracing emerging technologies.
Leadership and Career Advice
Q: What leadership muscle is most important for marketers to exercise?
I believe the key leadership skill marketers need to develop is solid business acumen. It’s not just about knowing some financial terms—it’s about truly understanding how marketing drives business growth.
With all the data we have these days, marketers need to connect the dots between their strategies and real business results. For example, how does our latest campaign actually impact customer lifetime value? Or how are our digital efforts affecting our acquisition costs?
We’ve got to step out of our marketing bubble and work closely with the finance and ops folks. If we can nail this, we’ll be seen as true business partners, not just the ‘creative’ team.
Ultimately, it’s about showing how marketing drives both quick wins and long-term growth. That’s how we earn our spot at the big table.
Q: What’s the most game-changing career advice you‘ve received?
The most game-changing career advice I’ve received is twofold: embrace curiosity and be the CEO of your own career.
Curiosity taught me that careers don’t always grow linearly. Sometimes, the most rewarding moves are sideways or even temporary steps back. This mindset has led me to exciting opportunities I wouldn’t have considered otherwise.
Being the CEO of my career means actively seeking out mentors, sponsors, and peers to foster my growth. It’s about taking charge rather than waiting for opportunities.
This advice has been transformative. It’s helped me make bold moves, build a strong network, and find support at every career stage. It’s not just about climbing the ladder; it’s about creating a fulfilling journey.
Marketers to Watch is a recognition series to spotlight highly innovative and forward-thinking marketing leaders in the community. If you have someone you’d like to nominate for the series, apply here.
