Why Technical Leaders Must Embrace Storytelling
When I began my career in engineering, success was defined by how well I could build and scale systems. As a VP of Engineering at Hello Alice, my focus was on compliance frameworks, infrastructure costs, and leading technical teams through rapid growth. But as I transitioned into my new role as SVP of Marketing Technology at Walk West, I realized that the next chapter of my career required a very different emphasis: storytelling.
Technical leaders are often trained to view communication as reporting, sharing metrics, updates, or timelines. But true influence goes deeper than numbers. Storytelling means connecting those metrics to a narrative that people can believe in. It means framing compliance work not just as “checking boxes,” but as a foundation of trust for customers. It means showing how cost optimization isn’t only about saving money, but about unlocking resources to fuel growth. Without narrative, technical achievements risk being overlooked or undervalued.
At Walk West, an agency that prides itself on being AI-fluent and human-centered, I’ve seen firsthand how powerful storytelling can be. Marketing leaders know that every campaign lives or dies by the story it tells. Bringing that mindset into MarTech means reimagining how technical roadmaps are framed. This blending of technical depth and narrative clarity is where the future of leadership is headed.
I’ve also found that storytelling builds alignment across disciplines. Engineers, marketers, and executives don’t always speak the same language, but a well-told story bridges those divides. For example, when introducing AI-powered tools, I’ve learned to craft the narrative around impact, how it improves customer experience, strengthens brand credibility, or accelerates growth. The specs matter, but the story is what creates buy-in.
The truth is that technical leaders who fail to embrace storytelling risk being left behind. In a world where AI is reshaping industries and technology is central to every brand, leaders are judged not only by what they build, but by how they communicate its value.
As I reflect on my own transition, I see my engineering background as a strength. The rigor of technical leadership gave me the tools to analyze, structure, and deliver solutions. But stepping into MarTech has challenged me to layer creativity and narrative fluency on top of that foundation. If there’s one lesson I’d offer to other technical leaders, it’s this: mastering storytelling is just as critical as mastering code.