Ten years into a data-analytics career, ANZ CMO Sweta Mehra pulled a u-turn and took a demotion to learn brand marketing from the ground up. She says it’s the smartest move she ever made, with marketers in narrow swim-lanes at risk of obsolescence. Mehra says ANZ’s push to bridge the skills gap within its own four walls via self-built Brand Academy and Marketing Masters programmes have shielded it from increasingly attritional talent wars while future-proofing the business – and she has a few tips for those wondering how to get ahead in marketing. Meanwhile, the bank’s martech stack overhaul and bid for personalisation at scale is starting to move the needle, with conversion rates heading north, and ‘nudge theory’ doubling saving rates. With economic headwinds incoming, Mehra expects pressure to pull different levers. But she thinks budgets, for now, are safe.