Inspiration: First Role Fundamentals #1 2026 | Scotland

The Future Leaders Advisory Group (FLAG) works alongside The Marketing Society Scotland Advisory Board to help build a vibrant marketing community renowned for enlightened thinking, innovation and creativity.  A primary aim of FLAG is to give Future Leaders and First Role Members applicable and practical information to make a difference in their marketing careers.

Launched in 2023, and with growing popularity, we have a series of free events specifically for First Role Members of The Marketing Society led by FLAG.

Measuring What Matters – Marketing Metrics for Beginners

Tuesday 28 April | 11:00–12:00 | Online

Understanding performance is fundamental to building a successful career in marketing. But in a landscape filled with dashboards, data points and reporting tools, how do you focus on the metrics that truly drive commercial growth?

Join us for the first session in the First Role Fundamentals series, newly supported by the team at Caledonian MacBrayne, designed specifically for marketers at the beginning of their careers.

If you are looking to strengthen your commercial mindset and develop the analytical skills expected of today’s marketers, this session will provide practical guidance you can immediately apply in your role.

You’ll hear from:

• Holly MacDonald, Global Brand Manager – Wyoming Whiskey, Edrington
• Michael Goldberg, Client Manager - Carat
• Frankie Coia, Business Director - Digital Strategy and Innovation at Republic of Media

Drawing on perspectives from brand, media and agency, our speakers will explore how to approach measurement in a way that clearly connects marketing activity to meaningful commercial outcomes.

What you’ll gain:

• A clear understanding of core marketing KPIs and when to use them
• Practical guidance on linking marketing activity to measurable business results
• The ability to identify and avoid “vanity metrics” that look impressive but lack impact
• Greater confidence in developing a commercially focused, analytical approach to marketing

Who should attend:

This session is exclusively designed for First Role Members of The Marketing Society.

Whether you are at the very start of your career or working to establish your footing within the industry, you will leave with practical tools and insight to support your professional growth.

Book your place now and start measuring what truly matters