How smart CMOs are changing how they measure success | Azlan Raj (EMEA CMO at dentsu)

In this episode of Beyond the Brand, Adam Wright and Matt Huntly sit down with Azlan Raj, CMO for Merkle and Dentsu across EMEA. Named one of the UK’s most influential marketers, Azlan shares how he helps global brands turn complexity into progress.

The conversation covers the changing role of the CMO, how to measure meaningful progress, the shift back toward brand-building, and how to apply AI in a practical, human way.

Key takeaways
▶ CMOs must blend brand, data, growth and creativity to lead effectively
▶ The right metrics drive better decisions and behaviour
▶ AI works best when it’s invisible and useful
▶ A clear purpose keeps teams focused through uncertainty
▶ Broad skills and curiosity build stronger marketing leaders

Why listen
▶ Hear how one of the top marketers in Europe sees the future of the CMO role
▶ Learn how to rethink measurement and align marketing with business outcomes
▶ Get real examples of how AI is being used inside complex organisations
▶ Understand why purpose and clarity still matter in a cautious, efficiency-driven climate

Links and resources
▶ Azlan Raj on LinkedIn
▶ Azlan’s book, Shift: Transform Motion into Progress in Business
▶ Sampl – precision trial and growth platform