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Former PepsiCo, Kimberly-Clark, Interbrand and Westfield [now Scentre Group] marketer John Batistich transitioned to company board roles ahead of most – he’s now a non-executive director (NED) and advisor to seven boards, including the listed buy now pay later firm Zip Co, Muffin Break Bakeries and Jamaica Blue Cafes’ parent company FoodCo, Melbourne unicorn Moose Toys and Sydney-founded fashion label Ksubi International. Batistich has a helicopter view of what boards want from marketing functions, where the gaps remain – and crucially, what marketing can do to close them. In short, “become the expert on customer” because marketing is still seen as a cost centre; focus on “brilliant basics”, build better partnerships, and start working on capability models, because marketing’s capability gap is widening and Batistich sees major skills deficiencies – especially around personalisation for lifetime value.The range of his advisory roles also gives Batistich a broader economic worldview than most. He sees a cocktail of uncertainty facing brands over the next months – some of the firms he works with are already re-engineering supply chains in the likely event of a Trump victory and incoming tariffs. But he sees opportunity for some: Cosmetics, pharmacy and beauty are powering and are likely to be those investing harder in FY25. Marketplaces, department stores and fashion are feeling sustained pressure from more efficient, demand-led global platforms like Temu and Shein plus the pullback of financially-crunched younger generations that used to be marketing’s Holy Grail – but now appear less prized than wealthy retirees.Batistich also warns on AI – “both a significant threat to humanity, but also a huge productivity opportunity”. He’s the board member of a firm harnessing conversational design AI for the latter. Either way, it’s another rapidly developing field now crossing deep into marketer-customer remits – and boards are clamouring for intel.Amid all the short-term pressure, Batistich urges marketers to think longer–term. “Unlike the US election, ageism is alive and well in marketing,” he says. “You do need to have a plan, because that reality is going to hit you in the face on an idle Tuesday in your early 50s, when the organisation is seeking a succession plan or change.”