How to Guide for Marketers

Keys to being a successful Marketing Director

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Most people are promoted up to Brand Manager because they are really smart and get things done. From my experience, they get stuck at the Brand Manager level mainly because they are bad at managing people, or can’t get along with the sales force. marketing directorPromoting them up to Marketing Director just becomes too risky to the organization–they can’t afford to lose key talent, and they can’t afford to lose touch with the sales team.

Many Marketing Directors fail if they can’t stop acting like a Brand Manager. They are too hands on, and makes all the decisions. They smother the team and never lets them have their day in the sun. One rule is at every level you have to adjust to the new role. Brand Managers fail when they keep acting like ABMs and Directors fail when they keep acting like Brand Managers.

On a classic brand management team, there are four key levels:

  1. Assistant Brand Manager
  2. Brand Manager
  3. Marketing Director or Group Marketing Director
  4. VP Marketing or CMO.

In simple terms, the Assistant Brand Manager role is about doing, analyzing and sending signals you have leadership skills for the future.At the Brand Manager level, it becomes about ownership and strategic thinking within your brand plan. Most Brand Managers are honestly a disaster with their first direct report, and get better around the fifth report. When you get to the Marketing Director role, it’s becomes more about managing and leading than it does about thinking and doing. To be great, you need to motivate the greatness from your team and let your best players to do their absolute best.

The five success factors for Marketing Directors:

The Marketing Director role becomes less marketing and more leading. Your role is to set the consistent standard for your team and then hold everyone to that standard. To be great, you need to motivate the greatness from your team and let your best players to do their absolute best. Sometimes you’ll need to teach, guide and challenge. Sometimes, you’ll have to put your foot down to stay fundamentally sound and other times you’ll have to follow creative ideas you might not be so sure will win. Let your best people shine, grow and push you. It’s their time.

1. Set a consistently high standard

Hold your team to a consistently high standard of work. Rather than being the leader by example, I would rather see you establish a high standard and hold everyone and yourself to that standard. Shift your style to a more process orientation so you can organize the team to stay focused, hit deadlines, keep things moving and produce consistent output. Consistent quality of brand plans, execution and interactions with everyone. It is about how to balance the freedom you give with the standard you demand. Delegate so you motivate your stars, but never abdicate ownership of how your overall team shows up. 

2. Be the consistent voice on the team

Become the consistent voice of reason to any potential influencers, acting on behalf of the brand team. The director becomes the usual point person that the VP, sales team, agency, each turn to offering their thoughts on the brands. Yet the Director has to allow their BM to own the brand. As the team’s voice of reason, a great marketing director must continue to ground all potential influencers in the brand plan with the strategy choices, consistently communicate the brand’s direction and back up any tactical choices being made by the team. 

3. Consistent people leader

Let your people shine. Newly appointed directors have to stop acting like a “Senior-Senior Brand Manager” and let your team breathe and grow. We know you can write a brand plan, roll out a promotion super fast and make decisions on creative. But can you inspire your team to do the same? It becomes the director’s role to manage and cultivate the talent. Most Brand Managers have high ambitions–constantly wanting praise, but equally seeking out advice for how to get better. Be passionate about people’s careers–anything less they will see it as merely a duty you are fulfilling. A great Marketing Director should be meeting quarterly with each team member one on one to take them through a quarterly performance review. Waiting for year-end is just not enough. 

4. Consistently shows up to the sales team

Marketing Directors become the go to marketing person for the sales team to approach. The best sales people challenge marketers to make sure their account wins. I have seen many sales teams destroy the Marketing Director because they do not listen, and they stubbornly put forward their plan without sales input. Be the director that consistently reaches out and listens. They will be in shock, and stand behind your business. If sales people feel they’ve been heard, they are more apt to follow the directors vision and direction. A great Marketing Director should informally meet with all key senior sales leaders on a quarterly basis, to get to know them and listen to their problems. This informal forum allows problems to bubble up of problems and be heard, before they become a problem.

5. Consistently makes the numbers

A great marketing director makes the numbers. They have a knack for finding growth where others can’t. And yet when they don’t, they are the first to own the miss and put forward a recovery plan before being asked. Great Directors have an entrepreneurial spirit of ownership, create goals that: “scare you a little but excite you a lot”. They reach out for help across the organization, making those goals public and keep the results perfectly transparent. And everyone will follow you.

Consistency matters

Hopefully, you noticed the word “consistent” show up in all 5 factors for success. Stay Consistent. That is a trait I would encourage every director to take: show up with consistency in standards for your team, strategy, people management, dealings with sales and owning the numbers. With a bigger group of people who you influence, with a broader array of  interactions across the organization and with a bigger business line on the P&L, anything less than consistent will rattle your core team and rattle the system built around you. No one likes an inconsistent or unpredictable leader. They will mock your mood swings in the cafeteria. You will become famous but for the wrong reasons. The sales team will not be able to rely on your word–and to them, that’s everything. 

Senior Leaders will struggle with you–and will not want to put you on the big important business because it just feels risky. Your agency will be uncertain as to what mood you will be in, when you show up to meetings. With your maturity and experience, now is the time to start to craft a consistent version of what you want to be.

So if you can take all your talent, all the experience you’ve gained and find that consistency in approach and leadership, then you will be a successful Marketing Director.

To read our Beloved Brands presentation on Brand Management careers:

To learn more about this type of thinking, you should explore my new book, Beloved Brands.

With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love.

You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.

Beloved Brands book

To order the e-book version or the paperback version from Amazon, click on this link: https://lnkd.in/eF-mYPe

If you use Kobo, you can find Beloved Brands in over 30 markets using this link: https://lnkd.in/g7SzEh4

And if you are in India, you can use this link to order: https://lnkd.in/gDA5Aiw

Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth, and profitability you will realize in the future.

We think the best solutions are likely inside you already, but struggle to come out. Our unique playbook tools are the backbone of our workshops. We bring our challenging voice to help you make decisions and refine every potential idea.

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a brand idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources.

Our brand playbook methodology will challenge you to unlock future growth for your brand

  1. Our deep-dive assessment process will give you the knowledge of the issues facing your brand, so you can build a smart plan to unleash future growth.
  2. Find a winning brand positioning statement that motivates consumers to buy, and gives you a competitive advantage to drive future growth.
  3. Create a brand idea to capture the minds and hearts of consumers, while inspiring and focusing your team to deliver greatness on the brand’s behalf.
  4. Build a brand plan to help you make smart focused decisions, so you can organize, steer, and inspire your team towards higher growth.
  5. Advise on advertising, to find creative that drives branded breakthrough and use a motivating messaging to set up long-term brand growth.
  6. Our brand training program will make your brand leaders smarter, so you have added confidence in their performance to drive brand growth.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

To learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

You have my personal promise to help you solve your brand building challenges. I will give you new thinking, so you can unlock future growth for your brand.

Signature

Graham Robertson

Founder and CMO, Beloved Brands Inc.

 

 

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