Marketing Capability Forum

WFA Marketing Capability Forum

WFA Marketing Capability Forum brings together senior global marketers that lead or are involved in the capability building of their marketing teams.

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The group shares learnings in relation to raising the marketing capability bar within WFA member organisations. This is done through developing internal skills, enabling a culture for learning, as well as measuring the performance and impact of capability building programmes. Value is delivered through research and reports, physical and remote forums, and online tools and benchmarking services.

See all Forum resources
Launched in 2020, the Marketing Capability Forum brings together global marketing capability building leaders and specialists to enable deeper and more technical discussions among peers. The group looks to share learnings in relation to raising the marketing capability bar within WFA member organisations. This is done through developing internal skills, enabling a culture for learning, as well as measuring the performance and impact of capability building programmes. Value is delivered through critical research & reports, physical & remote forums, and online tools & benchmarking services.

Key resources

Marketing Capability Team Structures

Marketing Capability Team Structures

Marketing capability team models differ from company to company, so which one is the best?
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Measuring Marketing Capability Impact

Measuring Marketing Capability Impact

Navigating the complexity of marketing capability measurement.
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Marketing Capability Investment Survey

Marketing Capability Investment Survey

Marketing and marketing teams look different company by company, but the overarching goal of marketing capability remains to continuously improve teams and the work they produce.
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The First 100 Days of a Marketing Capability Leader

The First 100 Days of a Marketing Capability Leader

Marketing capability building is more prevalent and important than ever. So, as a new capability leader, what should you do first?
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Upcoming Forum events

  1. WFA Marketing Capability Forum

    10 Dec 2025

    There are places available.

    WFA Marketing Capability Forum

    Wednesday, 10 December | 9am NY / 2pm UK

    More information Register for this meeting

  2. WFA webinar: Unlocking your WFA membership benefits

    20 Jan 2026

    There are places available.

    Learn how to make the most of your WFA membership in one quick session.

    More information Register for this meeting

The Marketing Capability Forum is chaired by Pawan Kumar Marella, Vice-President, Strategic Growth Initiatives, Marketing Capabilities & Innovation Excellence at Unilever, and Jessica Douglass, Global Director, Marketing Culture & Capabilities at AB InBev.

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Chairpersons

  • Jessica Douglass

    Jessica Douglass

    Global Director, Marketing Culture & Capabilities, AB InBev
  • Pawan Kumar Marella

    Pawan Kumar Marella

    Vice-President, Strategic Growth Initiatives, Marketing Capabilities & Innovation Excellence, Unilever

WFA Contacts