Would you hire a marketer without a formal qualification in marketing?

Zoe Burns-Shore, head of brand and marketing, First Direct
I would definitely not be put off hiring someone if they didn’t have a marketing qualification. My team is a real mix of people with and without formal qualifications.
I also don’t believe that formal study gives you a stronger appreciation of aspects like segmentation or brand equity. It might give an idea of the theory that sits behind these areas but in practice it’s just as easy to grasp the principles of segm