01
Explore
Platforms, Connections & Customer Data Opportunities
Strategic Marketing SkillsPreorder →
“Ana writes from the floor of the practice, not the balcony. This is the book senior marketers have been waiting for.”
Kogan Page · October 2026
Your organization is already adapting to AI. The question is whether marketing leads or gets led.
Strategic Marketing Skills is a practitioner-earned pathway for mid-to-senior marketers to reclaim strategic ownership of martech and AI — before someone else makes those decisions for them.
The book
A field manual, not a manifesto.
Most marketing books either celebrate AI or warn against it. Neither helps the people actually accountable for results. Strategic Marketing Skills does something different: it tells the uncomfortable truth, and then hands you the map.
The book is organized around the 8 Es — eight technology-driven skills that distinguish the marketers who lead from the ones who get briefed in after the decisions are made. Each chapter is a working framework, drawn from real programs in twenty-plus markets, ready to be applied on Monday.
The contract is simple: I will tell you the uncomfortable truth, and then I will hand you the map.
What's inside
The 8 Es of the experimental marketer.
Eight chapters. Eight technology-driven skills. One coherent system for taking marketing back from the people who would rather you didn't lead it.
02
Engage
Building Stakeholder Buy-In & Cross-Team Collaboration
03
Exchange
Collaborative Iteration & First-Party Data Activation
04
Experiment
Iterative Testing, Learning & Measurable Improvement
05
Embrace
Adapting to Change & Building Agile Marketing Systems
06
Everything
Measuring & Connecting Marketing to Business Objectives
07
Explain
Communicating Value & Building Organizational Understanding
08
Evolve
Engineering Your Career in the Age of Constant Change
The author
Ana Mourão has lived the failure, and come back with something real.
Ana is a senior marketing practitioner with two decades inside enterprise marketing organizations across twenty-plus markets. She writes The Experimental Marketer, sits on the Association of National Advertisers (ANA) Martech & AI Committee, and works with CMOs rebuilding their teams around technology-driven practice.
She does not write to motivate. She writes to make the path visible — and to tell senior marketers, directly, that they are still the right people to lead this.
Connect on LinkedIn →
Early praise
From the practitioners who already lead in this space.
“Ana delivered the major keynote at our Martech World Forum event in New York, breaking down her Experimental Marketer framework for our audience. Her insights, stage presence and engaging communication style kept everyone hanging on her next word.”
“There are very few people more qualified and credible than Ana to talk about Martech and data in the enterprise context. Her experience across Fortune 500 companies gives her unique perspective.”
“Ana's practical approach to marketing technology transformation resonated with our entire team. She doesn't just talk theory — she brings real-world experience from implementing complex systems across global markets.”
Available October 2026
Preorder Strategic Marketing Skills.
Published by Kogan Page. Preorder now to receive the launch-day workshop brief and framework downloads from Ana directly.