In a world where customer attention is measured in moments, many marketing teams are still operating on a timeline of weeks. We’re joined by Anastasia Braitsik, a leading expert in digital marketing, to explore a transformative approach that challenges the very structure of modern marketing. We will discuss why traditional, assembly-line workflows are failing, how empowering individual marketers with end-to-end ownership can dramatically accelerate campaign execution, and the role technology plays not as a replacement for human intellect, but as an amplifier of it. This conversation unpacks the shift from managing tasks to driving real-time, outcome-focused results.
Many marketing organizations require multiple teams and week-long cycles to launch a single campaign. How does this fragmentation degrade value during handoffs, and what are the initial practical steps a company can take to start dismantling this outdated “assembly-line” approach? Please provide some details.
The degradation is almost palpable in those environments. Imagine an brilliant insight from an analyst; it’s sharp and timely. By the time it passes through strategy, creative, data engineering, and finally activation, it’s often a shadow of its former self. Each handoff is a potential point of misinterpretation, delay, or compromise. I recall one global gaming operator where a single campaign required seven different teams and took a staggering six weeks to launch. The context was lost, the urgency dissipated, and the final message felt diluted. The first practical step isn’t a massive, intimidating re-org. It’s about consolidation. Start by giving a single marketer the authority and the unified tools to see a campaign through from insight to execution. Consolidate customer data, orchestration, and activation into one accessible platform. This removes the dependencies and proves that one person can achieve in a day what seven teams took weeks to accomplish.
Peter Drucker argued that organizational structure, not individual talent, often limits performance. How does the Positionless Marketing model restructure a team to empower knowledge workers? Can you walk us through what a marketer’s day-to-day responsibilities look like when they gain end-to-end campaign ownership?
Drucker was absolutely right; you can have the smartest people in the world, but if they’re trapped in a broken system, they’ll underperform. The Positionless model fundamentally inverts the traditional structure. Instead of organizing around specialized functions like data, creative, and activation, you organize around outcomes, with a single marketer owning that outcome. Their day-to-day transforms completely. They are no longer a project manager coordinating queues and approvals. They become a true strategist and executor. Their morning might start by observing real-time customer behavior, noticing a segment of players showing signs of disengagement. Instead of filing a ticket, they can immediately build the segment, design a relevant offer, launch the personalized journey, and begin monitoring the results, all within the same system. They move from waiting to acting, from managing a process to creating value in the moment.
We’ve seen cases where campaign execution times collapse from five days to five minutes. Beyond pure speed, what are the most significant business outcomes, such as improved resource allocation or customer value? Please share an anecdote illustrating how this speed creates a more relevant customer experience in real time.
The 99% reduction in cycle time is breathtaking, but the real magic is what that speed unlocks. The most significant outcome is relevance. At a large iGaming company, their five-day process meant they were always reacting to the past. A player might show high engagement on a Monday, but the offer to reward them wouldn’t arrive until Friday, by which time their interest had waned. It was a missed moment. After they compressed that cycle to five minutes, everything changed. Now, if a high-value player places a series of bets, the system can identify that pattern and an empowered marketer can immediately push a personalized bonus or a relevant content piece. This isn’t just faster marketing; it’s a fundamentally better customer experience. It shows the player you’re paying attention in real time, which fosters loyalty and allows the business to direct its most meaningful spend to its most deserving players, instantly.
The shift from “management by objectives” to “execution by outcomes” changes accountability. When a single marketer owns a campaign, how does their definition of success change? Could you describe the metrics they focus on and the learning process that replaces traditional post-campaign reporting?
It’s a profound mental shift. In the old model, success was often defined by task completion: Did the email get sent? Was the campaign launched on time? Accountability was shared, which, as we know, often means no one is truly accountable. When a single marketer owns the entire process, their definition of success becomes laser-focused on impact. Their objective is no longer to simply send a message; it’s to drive a specific response. They’re not just launching a journey; they are trying to tangibly change customer behavior. Their core metrics become things like conversion rate, uplift, and customer lifetime value. The learning process becomes a continuous, real-time feedback loop. Instead of waiting for a quarterly report, they see the results of their actions immediately, allowing them to iterate and optimize on the fly. It’s about effectiveness over simple efficiency.
Technology in a Positionless model is described as an amplifier of judgment, not a replacement for it. How does this work in practice? Can you explain how a marketer uses consolidated data and AI-driven recommendations to make better strategic decisions without waiting for technical specialists?
This is a critical distinction. The goal isn’t to create an autopilot for marketing. It’s about empowering the marketer’s strategic judgment. In practice, this means providing them with a platform where technology does the heavy lifting, but the human makes the final call. For example, AI might analyze player data and predict which customers are most likely to churn, even recommending a specific offer to retain them. But it’s the marketer who applies their contextual understanding of the brand, the market, and the customer’s mindset to decide if, when, and how to deploy that offer. With all customer data and orchestration tools in one place, they don’t have to wait for an engineer to pull a list or an analyst to build a model. Technology serves up the insights and removes the friction, freeing the marketer to focus on the strategic “why,” not just the technical “how.”
What is your forecast for marketing team structures over the next five years?
I believe we are on the cusp of a structural revolution. The fragmented, assembly-line model is a relic of a slower, less connected era, and it is actively holding businesses back. Over the next five years, I forecast a significant shift toward flatter, more agile, and outcome-oriented structures inspired by the Positionless model. The pressure of real-time customer expectations will make the current delays and handoffs untenable. We will see the rise of the empowered, end-to-end marketer who is a strategist, creator, and analyst rolled into one, supported by intelligent, consolidated technology. The teams that thrive will be those that dismantle their internal silos and organize around the speed of their customers, not the comfort of their existing org chart. The question isn’t if this change will happen, but who will embrace it first.
