3 days ago
20 Underrated Qualities Of Great Marketing And Comms Leaders
getty
It's easy to spotlight bold ideas or big wins when evaluating a marketing and communications leader. However, the attributes that make someone truly effective in a comms leadership role are often less flashy, and far more influential, than many people may realize.
Cultivating traits like genuine listening, composure under pressure and emotional intelligence can help a leader quietly shape how their team performs and how a brand is perceived. Below, 20 Forbes Communications Council members discuss underrated qualities of great marketing and comms leaders and how they help them drive real impact throughout their organizations.
Leaders in communications and marketing need to face adversity with a mindset geared toward growth. Positively resilient leaders are flexible in their thinking and behavior, quickly adjusting to changing circumstances. That strengthens creativity and fosters a culture of experimentation, which leads to individual growth for team members and organizational growth. - Diana Scholz, Bayer AG
As a communications leader, you must often make informed recommendations that go against others' opinions. It is an uncomfortable place to be, but seasoned practitioners know that never challenging the status quo can eventually cause negative brand impact. Where this skill is valued, a brand will succeed; where opinion matters more than expertise, time will show the true implications. - Aleka Bhutiani, Golub Capital
The most underrated quality is humility. Great teams shine when the leader takes a step back. Instead of trying to be the smartest person in the room, focus on hiring the smartest people. By hiring an impressive team and letting them have autonomy, you create space for new perspectives that will ultimately produce something that one person would be incapable of producing alone. - Layla Kasha, Grocery Outlet
We tend to equate leadership with having all the answers, but truly exceptional leaders are those who masterfully absorb the insights of their teams and the needs of the organizations they serve. This isn't passive hearing; it's active engagement that drives teams to articulate their perspectives freely and align solutions with goals. - Kayla Spiess, Searce
Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
Relational intelligence, or RQ, is the ability to understand and manage relationships, including those with oneself, others and the world, and it is a pivotal quality for any leader, but especially for marketing and communications leaders. Since both areas are ultimately about people and connection, RQ helps these leaders make a meaningful impact for both their teams and their companies. - John Jorgenson, Cambium Learning Group
Empathy allows leaders to understand the audience's needs and desires, which helps in addressing messages that resonate and connect. It improves the work environment and creates better teamwork, leading to a more resilient team. - Khalid Al Awar, Dubai Sports Council
Adaptability is an underrated quality in a leader. The ability to pivot quickly in response to market shifts, new platforms, AI and fresh talent creates resilient teams. If a company resists all those shifts, it may remain stagnant, while those that embrace them turn those shifts into competitive advantages. - Persa Sakellaridi, Wikifarmer
The most underrated quality in marketing leadership is intellectual humility. Leaders who admit uncertainty while maintaining direction create spaces where innovation thrives. Teams respond with bolder ideas and adapt quickly. In our evolving influencer ecosystem, this quality transforms agencies from rigid hierarchies into creative hubs where both people and strategies can breathe and evolve. - Jaime Hintz, Cogent World
The most undervalued skill is vision with discernment—the ability to see what's on the horizon and know what matters most. It allows teams to act, rather than react. With guidance and sound judgment, leaders build trust, encourage more informed decision-making and make sustainable progress in an ever-changing world. - Melissa Sierra, USIM
It's what author Brad Stulberg calls 'rugged flexibility' in his book Master of Change: the ability to stay grounded in purpose and values while adapting to change. In a field defined by constant shifts, this mindset helps leaders navigate ambiguity and model resilience. The result is a culture that thrives in flux—a culture that is responsive, focused and effective even in uncertain times. - Amber Roussel Cavallo, Civic Builders
An important quality in a leader is cross-functional fluency. Many overlook how critical it is for a marketing leader to speak the language of finance, tech and operations. This isn't about being a generalist—it's about being understood. Leaders who can bridge disciplines align faster, influence deeper and earn a seat at the table where real decisions are made. - Janita Pannu, OPIIA Inc.
Great leaders in marketing and communications don't just craft poignant and effective messaging for external audiences; they also know how to connect directly with their internal team. The key to building that connection is through consistent updates on important organizational developments. This level of transparency is valuable because it drives stronger collaboration and helps teams feel more invested in the company. - Victoria Zelefsky, Anne Arundel Economic Development Corporation
The most underrated trait of a great leader is strategic focus. Effective leaders are able to keep their eyes on meaningful outcomes rather than high-volume activities. They prioritize initiatives that deliver real value and have the discipline to say 'no' to time-consuming projects without benefits. The result is less team burnout and more sustainable company growth. - Rekha Thomas, Path Forward Marketing
A highly underrated trait in marketing leaders is comfort with uncertainty. True leadership shows in moments of ambiguity by staying composed, guiding teams through change and fostering a culture of innovation. This steadiness inspires confidence, enabling teams to act boldly and drive meaningful impact. - Lauren Parr, RepuGen
Visual storytelling is an underrated quality of some communications leaders. Our brains process images faster than text, so I challenge my team to pass the 'Japanese 80/20 test,' a standard I coined: 'If this asset were in a foreign language, would the audience still grasp 80% of the meaning through visuals alone?' This lens sharpens clarity, drives impact and ensures your message lands before a single word is read. - Stephanie Bunnell, Azira
I believe emotional intelligence is the most underrated quality of a great marketing leader. It fosters empathy, improves communication and builds trust within the team. Leaders who understand and manage emotions effectively create an environment where creativity thrives, collaboration is seamless and teams feel valued, ultimately driving better outcomes for the company. - Barbara Puszkiewicz-Cimino, SUMMIT One Vanderbilt
I believe the most underrated quality of a great leader is empathy. Great marketing leaders understand their audience, team and clients. In my case, I empathize because I have been there. This emotional intelligence drives authentic storytelling, fosters trust and aligns messaging with purpose. This leads to stronger connections, empowered teams and marketing that actually moves people. - Rich Bornstein, Bornstein Media
The ability to 'professionally schmooze'—that is, to read people and tailor communication in real time—is live audience targeting and an underrated yet essential skill. It builds trust, aligns messaging and turns interactions into strategic wins. That and emotional intelligence transform ideas into influence and separate strong creatives from exceptional leaders. - Lyric Mandell, PhD, MOXY Company
The most underrated quality of a great marketing leader is the capability to foster psychological safety. When team members feel safe to share ideas without fear of judgment, creativity thrives. Leaders who prioritize this environment encourage open dialogue, leading to innovative strategies and more resonant campaigns. This builds stronger teams and drives impactful work that elevates the brand. - Katie Jewett, UPRAISE Marketing + Public Relations
CMOs are undervalued as multidimensional value creators fueling revenue, relevance, growth, innovation and reputation. They translate cultural, consumer and stakeholder signals into strategic foresight. Boards biased toward CFOs and COOs as members over board-ready CMOs with P&L experience miss both risks and opportunities in brand equity, stakeholder trust and enterprise value. - Toby Wong, Toby Wong Consulting
