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

Inspiring people. Lifting capabilities. Growing organisations.

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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

CEO


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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

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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


http://www.brandlearning.com/What-We-Offer/Marketing-Leaders-Programme.aspx


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,

P&G



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

you

#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


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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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© Brand Learning Group Ltd, 2014.

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

Leadership & Management