Principal Analyst — AI-Enabled Marketing Organizations

Forrester•Cambridge, MA

1d•$141,000 - $263,000•Remote

About The Position

We’re seeking a Principal Analyst focused on how AI is reshaping the marketing function — how work gets done, how teams are organized, and how marketing delivers business growth. In this role, this person will examine AI’s impact on marketing decision-making, planning and execution cycles, and the balance between human judgment and machine-driven automation. This person will study how marketing organizations evolve as AI scales, including how roles and skills change, which activities are automated, and how operating models shift across in-house versus outsourced execution. This person will also analyze the governance required as AI becomes embedded in core marketing work. Ultimately, this research will guide CMOs on how to redesign the marketing function to move faster, operate more efficiently, and drive sustained, accountable growth across B2C and B2B2C organizations. We’re looking for a collaborative leader with a confident voice — someone comfortable guiding marketing executives, speaking to the press, and delivering high-impact workshops and keynote presentations. The ideal candidate brings client-side marketing experience (ideally in a role that has reshaped the marketing organization), preferably in financial services or CPG, and excels at connecting the dots across governance models, shared services, and centers of excellence. Above all, the ideal candidate will demonstrate a passion for modernizing marketing organizations with AI at the core.

Requirements

At least 10 years of experience in senior marketing, strategy, or marketing leadership roles at B2C or B2B2C organizations and/or marketing services firms.
Demonstrated expertise in how marketing organizations are designed and run, including role definition, decision rights, workflows, and sourcing models.
Deep understanding of how AI and automation are reshaping marketing work, skills, and accountability across the function.
Practical experience applying (or advising on the application of) AI in marketing, including navigating tradeoffs between human judgment and machine-driven execution.
A strong, differentiated point of view on how marketing organizations must evolve as AI scales.
Experience advising CMOs and senior marketing leaders on complex organizational, capability, and transformation decisions.
Ability to synthesize research and practitioner insight into clear, actionable guidance for senior executives.
Established credibility as a thought leader through writing, speaking, or research related to marketing transformation and AI-driven change.
Collaborative mindset and comfort working within an integrated research and advisory team.
Willingness to travel about 25% of the time.

Nice To Haves

Client-side marketing experience (ideally in a role that has reshaped the marketing organization), preferably in financial services or CPG
Excels at connecting the dots across governance models, shared services, and centers of excellence.

Responsibilities

Content planning: Determine an integrated research and content portfolio based on clients’ top initiatives and market opportunities.
Research: Conduct and analyze primary research based on the content plan.
Publishing: Write/produce content in various formats (reports, blog posts, data snapshots, podcasts, short-form video, etc.).
Client engagement: Apply Forrester’s research and frameworks to help clients solve business challenges through short- and long-term guidance.
Thought leadership: Establish an industry presence as an influential speaker and thinker. Talk with the press, present at Forrester and other external industry events, and deliver client presentations and webinars.
Coverage development: Evolve and productize your marketplace coverage, and work with Forrester sales and analyst relations to evangelize it with clients and prospects.