Agility in Marketing SIG
Marketing plays a pivotal role in aligning organisations with customer needs, responding rapidly to change, and driving purposeful growth. Adaptive planning, cross-functional collaboration, data-informed experimentation, and delivering value early and often are just some of the ways that marketing contributes to organisational agility.
The Agile Marketing SIG is a new home for the work of the Agile Marketing Alliance, which has led and shaped global thinking on agility in marketing and formed through the development of the Agile Marketing Manifesto. This Special Interest Group provides a continued space for marketing professionals to explore, shape, and apply agile values and principles to their own practice, whilst also finding ways to lighten the load.
Meet-ups
With a focus on leadership and organisational agility, the Agility in Marketing SIG meet once a quarter and is served by an asynchronous online community space to facilitate regular peer support. You can find, join and download calendar invites for all of our specialist communities directly from the communities platform.
There are a number of upcoming events and meet-ups taking place as part of the Mar:SIG.
Join us on 21 April for a fireside chat where we’ll explore insights from the 2026 State of Agile Marketing Report and what the latest research reveals about high-performing marketing teams, or if you'd rather take part in a discussion, you might enjoy getting involved in our regular meet-up on 21 May.
RSVP in the communities hub for access.
Why join our SIGS?
The Marketing SIG is led by a Steering Group who are committed to connecting the world of marketing more closely with the values and principles of agility.
This group runs events where topics are discussed so that thinking for this domain is taken forward. Log in to your Agile Business Consortium account today and join in with Special Interest Group conversations on our online communities platform. To find out more, read our Special Interest Group Terms of Reference.
Highlighted Agile Marketing Resources
Steering Group of Volunteers
Elizabeth Venter-Botha
As Founder of Adapt/Change, Elizabeth works with leaders and organizations on the part of transformation that most consultants leave unaddressed: the human reality inside the system.
Her thinking about change was forged across a decade of Agile Transformations, and it shows up today in how she approaches leadership, systems, and the human side of AI adoption. Elizabeth brings systems thinking, human-centered change design, and AI adoption expertise to organizations navigating rapid, continuous change, drawing on almost two decades of experience in leading large-scale change across global, US, and South African markets,
- LinkedIn:
- https://linkedin.com/in/lizventer/
George Lellis
George is a marketing and transformation leader who helps companies pivot to digital-first, naturally agile, AI-ready commercial operations for optimal customer engagement.
He has been extensively working with agile teams and infused his enthusiasm for agile with multiple stakeholders at all levels after being certified with SAFe (POPM, Agilist) and IC-Agile (ICP-MKG & ICP-LEA). During the pandemic, he worked for a mid-size medtech company’s first Centre of Excellence (CoE) and his passion for marketing agility has manifested in becoming a founding member of Agile Marketing Alliance and an active contributor to the community’s global development.
George was part of the development of Agile Customer-Centricity Manifesto and Agile Finance Manifesto and also translated the Agile Marketing Manifesto into Greek.
He is an MBA instructor at the University of London and Fellow of the Chartered Institute of Marketing (CIM). George has been a Chartered Marketer for more than 10 years, and is also a Fellow of the Institute of Digital Marketing. George is also a board member of the UK CIM’s Chartered Marketeers, and of the NL Agile Marcomms Consortium.
He keeps himself more agile at sea and when composing music or playing with bands. He is a WSET-level wine connoisseur and hopes to advance his growth mindset with next generation AI and superb human skills to connect and collaborate.
Zoë Merchant
Zoe Merchant has over 30 years of experience and works with CMOs and senior marketers to transform strategy, streamline operations and drive measurable performance through agile, data-driven marketing. Zoe leads a strategic B2B marketing consultancy, enabling organisations to embed agileways of working, unlock the power of martech, data and AI, and deliver marketing that drives commercial outcomes. She’s been recognised as a top 10 female leader, a 3x #40OverForty marketing honouree, and a Cannes Lions Creative B2B juror. Zoe is also a certified Agility in Marketing professional.
Working in a senior role within an organisation that focusses on marketing effectiveness and proving impact through agile operating models and ways of working, Zoe gives marketing leaders the mindset, methods and momentum to deliver marketing that performs, use AI to scale personalisation and efficiency and to build high-performing, adaptable teams.
Membership
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