The Spike: Diego Dumont on the Future of Marketing Careers

Had a chat with Diego Dumont, Marketing Director at Pernod Ricard, and the conversation quickly veered away from martech stacks and campaign KPIs… and into something deeper.

What we talked about was transformation. Not of brands, but of people. Specifically: marketers.

In Diego’s words, we’re living through the “death and rebirth of the marketing professional.” And for those paying attention, don’t worry, it’s not a threat. It’s a massive opportunity.

Here’s why this moment matters, and what Diego sees coming next.

🎙️ The Spike

"Marketing is Changing — So Should We."

Forget the usual headlines about AI and media shifts. Diego believes the most powerful force in marketing right now is human reinvention.

As he so eloquently put it, “I get the feeling we’re all racing to learn as fast as we can — but the real challenge will also be unlearning.”

The real challenge isn’t just keeping up with trends. It’s stepping back from outdated thinking, embracing ambiguity, and finding new creative leverage in critical thinking, curation, and timing.

🔍 Deep Dive: 5 Ideas That Stuck With Us from Diego Dumont

🌀 1. We’re in a Career Reboot Moment

This is a time to reframe — not just your strategy, but your identity. Generalists are thriving by connecting dots across silos. Specialists are zooming out and applying their skills more widely.

“It’s a unique moment where generalists have a huge edge... At the same time, specialists have a golden chance to zoom out and surf more broadly across business strategy, culture, and creativity.”

🧠 2. Unlearning Is a Skill

Many of the frameworks that once helped us succeed are holding us back. The mindset shift is in treating the future like a blank page, not a fill-in-the-blanks exercise.

“I get the feeling we’re all racing to learn as fast as we can — but the real challenge will also be unlearning. Letting go of frameworks that once worked brilliantly, but no longer make sense in the new reality we’re stepping into.”

🎯 3. Taste and Timing Will Separate the Good from the Great

AI can simulate anything. But human instinct still decides what matters… and when.

“In this new era, timing and taste will be the most valuable skills to influence the process and define who you are in the game.”

🌍 4. The Next Power Move: Cultural Curation

As tools and platforms commoditize, curation becomes the real craft. The ability to sift, shape, and synthesize culture is quickly becoming a leadership skill.

“Creative and cultural curation will become very soon central to decision-making.”

🫱 5. The Most Underrated Trait: Humility

Especially for those who’ve “had the answers” their whole careers: strategists, planners, veteran marketers. Being open to not knowing is what opens the next door.

“Maybe the most underrated skill we’ll need going forward is humility — especially for those of us used to having the answers.”

✨ What’s Next?

If the last era was about frameworks and precision, this next one is about adaptability and presence.

Your tools may look the same. Your channels may overlap. But your posture (how you lead, listen, and learn) will define your trajectory.

“It’s not about discarding our experience. It’s about bringing it with us, but carrying it lightly.”

So maybe it’s not just about evolving your brand.

Maybe it’s time to evolve the marketer behind it.

Thanks for being here,
– Gordon
Founder, The Spikes
 www.the-spikes.com