This study explores how marketing dexterity, innovation capabilities, and organizational agility contribute to achieving sustainable competitive advantage (SCA). Using data from 346 senior decision-makers in Egypt's food and beverage sector, the research develops a conceptual model to assess the mediating role of innovation capabilities and the moderating effect of organizational agility. Findings reveal that marketing dexterity directly enhances innovation capabilities and SCA, emphasizing its importance in aligning marketing strategies with competitive goals. Innovation capabilities act as a critical mediator, while organizational agility amplifies the relationship between marketing dexterity and innovation, resulting in a moderated mediation effect. However, organizational agility has a limited direct moderating effect on the link between marketing dexterity and SCA. The study offers theoretical contributions by integrating these constructs into a cohesive framework and addressing gaps in dynamic capabilities literature, particularly in emerging markets. Empirically, it highlights the significance of innovation and adaptability in the competitive and volatile environment of Egypt's F&B sector. Practically, the research provides actionable recommendations for firms to adopt agile marketing strategies, invest in innovation, and foster adaptability for long-term success.