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.

Join the Forum

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?
See more
Measuring Marketing Capability Impact

Measuring Marketing Capability Impact

Navigating the complexity of marketing capability measurement.
See more
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.
See more
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?
See more

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.

Related content

RSS Feed
  1. Benchmark on sourcing talent
    Benchmark
    Marketing procurementMarketing structureMarketing capabilitiesMarketing procurement

    Benchmark on sourcing talent

      WFA member benchmark. For additional details, please log in.

    Read more about "Benchmark on sourcing talent"
  2. Survey on Influencer Marketing
    Benchmark
    Agency managementMarketing strategyCMO ForumMarketing capabilitiesMarketing operationsMarketing organisationMarketing strategy

    Survey on Influencer Marketing

    WFA member survey. For additional details, please log in.

    Read more about "Survey on Influencer Marketing"
  3. Benchmark on Ecommerce capabilities
    Benchmark
    Agency managementRetail media & ecommerceMarketing capabilities

    Benchmark on Ecommerce capabilities

     WFA member benchmark. For additional details, please log in.

    Read more about "Benchmark on Ecommerce capabilities"
  4. Benchmark: Sourcing production consultants
    Benchmark
    Agency managementMarketing capabilitiesMarketing organisation

    Benchmark: Sourcing production consultants

    This WFA member benchmark covers how brands are managing complexities around production consultations and evolving their relationships with them in order to continuously yield value.

    Read more about "Benchmark: Sourcing production consultants"
  5. Survey on Global internal media structure & organisation
    Benchmark
    Marketing procurementMarketing strategyMarketing structureMarketing capabilitiesMarketing organisationMarketing procurementMarketing strategy

    Survey on Global internal media structure & organisation

     WFA member survey. For additional details, please log in.

    Read more about "Survey on Global internal media structure & organisation"
  6. Five CMO lessons from Cannes
    Expert opinion
    Marketing strategyCMO ForumMarketing capabilitiesMarketing strategy

    Five CMO lessons from Cannes

    While many celebrated on the Croisette, the WFA gathered 25 leading CMOs together to identify ways to solve the big challenges facing advertisers in the digital ecosystem.

    Read more about "Five CMO lessons from Cannes"

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