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IPS Global Mkt Meeting 2026 – An de Coen on the Future of Marketing Leadership

An de Coen and Daniel Dutesco from TekniPlex explore how marketing leadership is evolving at the IPS Global MKT Meet NYC 2026. The meeting highlights a growing trend where marketing is expected to go beyond awareness and contribute strategically to business priorities. Insights focus on the shift of marketing from a reactive role to a driver of business direction and results.

This story was produced through MarketScale. See how Software & Technology teams put it to work with Executive Thought Leadership.

By Tekniplex · · An De CoenBusiness GrowthDaniel DutescoDemand Generation
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Key takeaways

01

Marketing is evolving from generating awareness to driving strategic business priorities.

02

Industry experts emphasize the importance of clarity of purpose in marketing leadership.

03

The discussion highlights marketing's potential as a key driver of business results.

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In an era where marketing is expected to do more than generate awareness, the conversation is rapidly shifting toward measurable impact and strategic leadership. Industry gatherings like IPS Global MKT Meet NYC 2026 reveal a growing consensus: success hinges not just on execution, but on clarity of purpose and the ability to articulate value across the organization. Increasingly, marketing teams are being challenged to step out of reactive roles and into positions of ownership, where accountability and influence shape business priorities rather than follow them. This evolution signals a broader transformation—one where marketing is no longer a support function, but a driver of direction and results. To explore how these ideas are taking shape in practice, we turn to insights from An de Coen, Product Manager at TekniPlex, and Daniel Dutesco, Global Marketing Director and Demand Generation at TekniPlex.

Video TranscriptExpand ↓

Morning, Anne. How are you? How are you? So we had a meeting. We're in day two already. Is there one thing that for you stood out in terms of alignment as in the different conversation we have, like Yes. For me, it was the need for us to be focused and very intentional on delivering results and communicating what we do and how we do it. That's what stood out for me. I I think that came very very clearly from from the different conversations. Second question. Is there a conversation, an insight, a comment that somebody made that made you kind of challenge the way you think or made you rethink Oh, definitely. About what we do? Definitely. For me, that was the the conversation and the emphasis that was put on ownership and accountability. And it made me rethink marketing's contribution as a leadership function. Right? Exactly. Yeah. Proactively shaping priorities discussions rather than responding to them. Okay. Amazing. Look forward to day two. We'll have more questions for you then. Thanks. Thank you.

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About the Experts

T
Tekniplex

Product Manager at TekniPlex

An de Coen is a Product Manager at TekniPlex. She focuses on leveraging materials science to develop advanced solutions in healthcare and consumer products. At TekniPlex, An is part of a team that seeks to drive innovation and impact through strategic leadership.

LinkedIn
DD
Daniel Dutesco

Global Marketing Director and Demand Generation

TekniPlex

Daniel Dutesco is the Global Marketing Director at TekniPlex, overseeing demand generation efforts. He is responsible for aligning marketing strategies with business priorities to enhance brand visibility and drive growth.

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