FRAME
How a global marketing department answered the hardest question AI creates — and built a leadership model for teams where humans and AI agents share the workload.
2026
8 Weeks
AI Strategy Sprint
Core Message Check-Up
Cultural Activation
A global marketing department. Five markets. AI automation that worked — and a leadership team with no blueprint for what came next.
The implementation of AI agents created a vacuum nobody had prepared for. Analytical and administrative tasks — the core of many marketing roles — were now handled by machines. Traditional job titles no longer described what people actually did. Career paths became unclear. Performance evaluation lost its reference point.
Leadership faced a problem with no existing blueprint: how do you lead, develop, and evaluate a team where half the workload is carried by AI agents? The HR framework built for stable, predictable roles had no answer for an environment evolving faster than any org chart could keep up with.
We ran a Future Skills Mapping sprint — bringing together Marketing, HR, and cross-functional pilot teams to identify the Jobs to be Done for the marketing department of tomorrow. Through expert interviews and stakeholder analysis, we developed a comprehensive map of Future Profiles: roles built around AI-agent orchestration, high-level strategic judgment, and the distinctly human capabilities that no automation replaces.
At the center of the work was a Hybrid Leadership Framework — a practical system for setting goals, measuring success, and providing feedback in teams where humans and AI collaborate toward a common objective. To ensure the organization wouldn't need to start over every time AI capabilities evolved, we built in dynamic Re-check formats: structured intervals for updating job profiles as technology advances.
HYBRID LEADERSHIP EXCELLENCE
Managers equipped to lead and evaluate teams where AI agents and humans share the workload toward a common goal.
8
Future Profiles mapped for the marketing department of tomorrow
5
Markets aligned on one leadership framework
3
Leadership layers equipped — from C-suite to team lead
“
Working on the Future Skills Map with Oktay was a unique experience. The process was intense, highly creative, and incredibly cool—REFRAMICA turned a complex challenge into an inspiring journey. Our team is energized and ready for what’s next.
Alice W.
Director People & Culture
