01
Explore
Platforms, Connections & Customer Data Opportunities
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Strategic Marketing SkillsPreorder →
Kogan Page · October 2026
New technology keeps reshaping marketing. Strategic marketers are the ones ready to shape how their organizations use it.
Strategic Marketing Skills is a practitioner-earned system for mid-to-senior marketers who want to lead the conversations that decide how their teams adopt new technology. Not quick fixes or another certification. A way of thinking that holds up against whatever comes next, drawn from real programs across twenty-plus markets.
The book
A way of thinking, not a list of tactics.
Most marketing books hand you tactics for one moment in time. The tools change, the playbook expires, and you are back where you started. Strategic Marketing Skills builds something that lasts longer than any single platform. It gives you mental models for managing change inside your own organization, so you can read a new technology, judge where it fits, and lead your team toward the version of adoption that actually improves the work.
The 8 Es are one connected system. They move from reading your environment, to bringing stakeholders with you, to running the experiments that prove what works, all the way to protecting your own career as the ground keeps moving. Apply them to AI today. Apply them to whatever follows. The frameworks hold because they are built on judgment, not on the tool of the month.
What's inside
The 8 Es of the experimental marketer.
Eight technology-driven skills that build on each other. Together they form a system for managing change, making the most of the technology in front of you, and turning that into stronger customer engagement and conversion. Read in order, each one sets up the next.
02
Engage
Building Stakeholder Buy-In & Cross-Team Collaboration
03
Exchange
Collaborative Iteration & First-Party Data Activation
04
Experiment
Iterative Testing, Learning & Measurable Improvement
05
Embrace
Adapting to Change & Building Agile Marketing Systems
06
Everything
Measuring & Connecting Marketing to Business Objectives
07
Explain
Communicating Value & Building Organizational Understanding
08
Evolve
Engineering Your Career in the Age of Constant Change
The author
Ana Mourão writes from inside the work, not above it.
Ana is a senior marketing practitioner with two decades inside enterprise marketing organizations across twenty-plus markets, including a customer data program that unified more than seven million profiles across twenty countries. She writes The Experimental Marketer, sits on the Association of National Advertisers (ANA) Martech and AI Committee, and works with CMOs rebuilding their teams around technology-driven practice.
She built her own strategic judgment the slow way, inside real programs with real stakes. That is what this book hands you. Not motivation, and not shortcuts. A way of thinking you can carry into any room where the next big technology decision gets made, and a direct reminder that you belong in that room.
Connect on LinkedIn →
Preorder the book. Or bring it to your team.
Published by Kogan Page, available October 2026. Preorder now and Ana sends you the launch-day workshop brief and the framework downloads, so you can put the 8 Es to work before the book ships.
For teams and marketing leaders.
The book gives your team the framework. Ana puts a practitioner in the room to make it stick, from a single sixty-minute masterclass to a six-month leadership mentorship cohort. Four packages, each scoped to your team's size, focus, and timeline.
See the team packages →