Defining marketing skills for the future

Behind every bold plan is a capability gap. Our client, one of the largest life insurance companies in the world, set out a bold strategy in 2015 – and needed to make sure marketers could rise to the challenge to deliver it.

In 2015, a new Global Chief Marketing Officer, joined our client as part of a transformative strategy to become customer-centric. This was described as a ‘pivot to accelerated value’ – creating customer-driven growth and better shareholder returns.

A new operating model was created, and a new marketing organization designed at global, regional and local levels. This provided a great platform for teams across the globe, but they wanted to take it further. To ensure true clarity and enable the new organization to be delivered in practice, Brand Learning was asked to define the required marketing skills for the future, integrate this with company-wide leadership capabilities, and write role profiles that detailed accountabilities and competencies needed.

This was the first time the company had set out what was expected of marketers and it centered on 15 marketing and 8 leadership competencies that met the new strategic and operational ambitions of the transformation strategy.

Launched as part of the global operating model, the skills for the future will be applied to recruiting, assessing and developing talent – from interview questions to development conversations and plans.

 

 

slide image

Other examples

of our work

Learn more
slide image

What we do

our services explained

Learn more
slide image

What we do

The fact sheet

Download