MARKETING TRANSFORMATION
Situation / Challenge
Our client was a highly profitable global industry leader, driven by a Sales and Finance-led company culture, supported by effective trade marketing and luxury image specialists. The end-consumer was largely absent from the Company’s way of working . As a result, the CEO felt strongly that growth opportunities were being missed, and that the solution was in elevating the leadership profile of the Marketing function to drive consumer-centered accelerated growth.
Approach
We designed the Transformation of the Marketing function globally, via a 5-level approach covering Role of Marketing, Marketing Organization design, Processes and Frameworks for common Marketing language, target Marketing Profiles, People and Culture. This included a new strategic planning process, a new marketing university for company executives, and an upgraded insights and market intelligence team and processes, along with other new marketing tools.
Results
The Company steadily implemented our recommendations over a number of years, starting with strategic and annual brand planning processes, and with significant investments in deep consumer insights. It has transformed itself into a Marketing-led business, with consumers at the center of the growth strategy, and recruited top Marketing talent to build on this new momentum. This initiative has played an important role in the record results achieved since.