inspirational marketing leadership tips from some of the uk's top marketing leaders

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What makes an outstanding leader?

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This document has been produced following on from discussions with these top marketing leaders:

Andy Bird

Executive Director & Co-Founder

Rod Connors

ex Marketing Director,

Roisin Donnelly

Corporate Marketing Director

Andy Duncan

Managing Director

Cilla Snowball CBE

Group Chairman & Group CEO

Sarah Warby

Marketing Director

Martin Glenn

Inspiring people. Lifting capabilities. Growing organisations.

Perspectives from The Marketing Society, Marketing Leaders Programme 2014

#TipsFromTheTop

Author: Rodrigo BarretoFollow us on Twitter: @brandlearning Find us on LinkedIn

Context

The Marketing Society, together with Brand Learning, developed the Marketing Leaders Programme as a unique development experience for high potential individuals, preparing for marketing leadership roles.

Now in its 11th year, this blend of marketing and people leadership skill development, delivered by eminent industry leaders and leadership experts, is designed to help shape the great marketing leaders of tomorrow.

Here we share some of the leadership lessons we took from the 2014 UK programme: key characteristics of the leaders that spoke, and the tips they shared.

For more information on the Marketing Leaders Programme, please visit our website

5 CHARACTERISTICS OF INSPIRING LEADERSMy observations of the leaders I met

5 characteristics of inspiring leaders

1. Great leaders have a clear purpose, they are “up to something”, and excite others about that purpose

2. They focus on context not content to choose how they behave

3. They mindfully manage their energies: spiritual, intellectual, emotional and physical

4. They’re obsessed with customers and customer-centred growth

5. Every great leader commits to being at their best: personally and for their teams

#TipsFromTheTop

1. Great leaders have a clear purpose

Their purpose creates direction around which they inspire others.

Their purpose allows

them to focus their

time – being selective

to spend time on what

really matters.

Their purpose

guides them in

cheering progress:

encouraging people

to do better, to step

forward

Their purpose extends outside their immediate occupation: they were all involved

in charity work, community work or non-exec roles in other companies

2. They focus on context not content to choose how they behave

“Sometimes I need to be helpful, sometimes powerful”

“My job is to create an

environment that people can be at their best

most of the time”

“Create an

environment

where people

are in touch

with their

values, that

allow for work-

life balance and

self-development”

3. They mindfully manage their energies

4 Leadership Energies: Spiritual, Emotional, Intellectual & Physical

The more senior you get, the bigger is the manifestation and impact of your emotions

Leaders need to signal, explain in what mode they are in so people know what to expect

You need to contribute and engage in the meetings you are in. If you are not doing that, DON’T GO!

4. They’re obsessed with customers and customer-centred growth

Winning companies translate what customers want into customer value

Marketing’s role is to champion this across the company. “If Marketing

doesn’t drive the customer agenda. Who else will?”

Learn to love customers problems. They can be the source of future growth

5. Every great leader commits to being at their best

Leaders…

…are authentic and transparent

…have personal humility and professional will

…are committed to their team’s success

…listen with intent

Sarah Warby

Marketing Director, Sainsbury’s

Look at things from both ends of the telescope

#TipsFromTheTop

Be at your personal best#TipsFromTheTop

Any monkey can make rational decisions

#TipsFromTheTop

Listen to your instinct

#TipsFromTheTop

It can’t be that tricky – whatever it is

#TipsFromTheTop

It’s all about trust

#TipsFromTheTop

Networking is not a dirty word

#TipsFromTheTop

Roisin Donnelly

Corporate Marketing Director,

Put your consumer at the heart of everything you do

#TipsFromTheTop

Innovate – always have a test and learn programme in place

#TipsFromTheTop

Your consumer only sees your execution not your strategy

Always execute brilliantly.

#TipsFromTheTop

Have passion for everything you do and leave your legacy

#TipsFromTheTop

You can do anything

but you can’t do everything. Make choices on your business

and in your personal life

#TipsFromTheTop

Andy Duncan

Managing Director, Camelot

Be obsessed with insight

#TipsFromTheTop

Be willing to take risks but always be in beta mode

#TipsFromTheTop

Deliver Fast! Consumers are always changing and companies need to be

able to cut through the excessive layers and be agile

#TipsFromTheTop

Leverage design and creativity as a way to uniquely deliver customer experiences

#TipsFromTheTop

Hire and trust great people

#TipsFromTheTop

Cilla Snowball CBE

Group Chairman & Group CEO, AMV BBDO

Be clear about the “relentless” reality

of leadership

#TipsFromTheTop

Obsess about customer

satisfaction

#TipsFromTheTop

Be a chef not a waiter; bold ideas

#TipsFromTheTop

Leaders need to always have a succession plan to think about

equipping their teams to move up

#TipsFromTheTop

Cilla Snowball CBE

Group Chairman & Group CEO

Rod Connors

Co-founder of Branded Sports Group and ex

Marketing Director Nike

Understand what key stakeholders expect from

#TipsFromTheTop

Be ambitious for your business. It's infectious

#TipsFromTheTop

Every touch counts

#TipsFromTheTop

You are the company you keep

#TipsFromTheTop

Search for your brand's higher

purpose

#TipsFromTheTop

Martin Glenn

CEO,United Biscuits

Ensure you’re seen as practical as well as

theoretical

#TipsFromTheTop

Driving effective change is vital

#TipsFromTheTop

Better beats different

#TipsFromTheTop

Marketing is as much a philosophy as a

management science#TipsFromTheTop

Andy Bird

Executive Director & Co-Founder, Brand Learning

Generate an inspiring consumer-centred vision

for the business

#TipsFromTheTop

Define the role and activities that the Marketing function needs to perform for the business

#TipsFromTheTop

Align with your CEO and cross-functionally to build people’s

engagement and commitment

#TipsFromTheTop

Take responsibility for driving sustainable, profitable

business growth

#TipsFromTheTop

Develop a capability development strategy that is driven by, and enables you to deliver, your

business objectives#TipsFromTheTop

Thank you for reading some of the Top Tips for future business leaders

These tips came from senior marketing leaders speaking at Module 1 of The Marketing Society, Marketing Leaders Programme

run in association with Brand Learning, sponsored by Shell

To hear about more tips from our capability and leadership programmes please connect with us @brandlearning, on LinkedIn, and subscribe to our blog.

#TipsFromTheTop

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Inspiring People. Lifting Capabilities. Growing Organisations.

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