How to succeed as a Marketing Director

Posted on Posted in How to Guide for Marketers

People are promoted up to Brand Manager because they are really smart and get things done. However, they risk getting stuck at the Brand Manager level when they struggle with people relationships, whether they are bad at managing people, or can’t get along with the sales force. This inability makes it hard to get promoted up to the Marketing Director level, because it 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.Marketing Director

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:

  • Assistant Brand Manager
  • Brand Manager
  • Marketing Director or Group Marketing Director
  • 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 Marketing Director role

The marketing director role becomes less marketing and more oversight and leading your team. Your purpose 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 of your team and let your best players do their absolute best. Sometimes you will need to teach, guide and challenge. Sometimes, you will have to put your foot down to stay fundamentally sound. At other times, you can follow creative ideas and take a chance. Let your best people shine, grow and push you. It is their time to be a star, not yours.  

Five success factors for Marketing Directors

1. Set a consistently high standard

  • Hold your team to a consistently high standard of work: Rather than being the leader by example, I’d 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’s 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

  • A great Marketing Director becomes 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. Be a consistent people leader

  • 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’ll 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. Great sales people challenge marketers to make sure their account wins. I’ve seen many sales teams destroy the Marketing Director because the director refused to listen and stubbornly put forward their plan without sales input.   
  • Be the director that consistently reaches out and listens. They’ll 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

  • You are running a business. A great marketing director is expected to make 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 five success factors. Show up consistently in the standards for your team, your brand strategy, people management, dealings with sales and owning the numbers. With a bigger group of people that you influence, a broader array of interactions across the organization and with a bigger impact on the bottom line, anything less than consistent will confuse everyone around you. No one wants an inconsistent or unpredictable leader. 

Here are the success factors for each stage of your marketing career

Marketing Careers

 

 

You will find this type of thinking in my book, Beloved Brands.

Beloved Brands Book

I wrote my book, Beloved Brands, as the playbook for how to build a brand your consumers will love.

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  • Write a brand positioning statement
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At Beloved Brands, we help build brands that consumers love and we make brand leaders smarter.

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

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