Photo creds : ©BronacMcNeill
Marketing and technology advisor to businesses that thrive in the new economy.
“I help global organisations build bigger, better brands and ventures; giving forward-orientated leaders the advantage on which to deliver outperformance.”
Global Vice President at Meta. CEO Dare Digital. MD Saatchi & Saatchi. Board Trustee at Fintech Charity Pennies, and Women in Communications and Advertising Leadership (WACL). Ballerina.
Practices change.
Principles remain the same.
8 high level ingredients for sustainable business growth, based on what I have learned :
They understand the customer job to be done. Clay Christensen, the Harvard Business School professor, was outstanding in articulating that a business has to understand the underlying priorities that motivate peoples’ behaviors and choices. They explain what drives demand, rather than focusing on what customers buy today or what their stated preferences are. This customer understanding helps great business prioritise the products and services and strategies for success. And what builds sustainable brands.
They understand the broader context of change and it’s velocity. David Snowden, the pre-eminent thought leader in change management, developed the widely used organisational change framework to understanding ‘Cynefin’ (Welsh word for habitat or context). In a world order of high interest rates & debt, seismic shifts in global tech innovation impacting across sectors, are you prioritising based on gut feel? Or a systemic and analytical approach to what it will take to win.
They value the skillsets and talent to address the job to be done. If you are not engaged with Artifical Intelligence yet, this is a good starting point.
They are excellent in prioritisation - they know to build for the right job to be done, whilst ‘keeping the plane flying’.
They deliver real value for customers, and know what the success criteria are that matter. Measuring success has never been easier. Or more complex.
They create a moat, to maintain the competitive advantages that are expected to help it fend off competition and maintain profitability into the future. Defensibility comes from moats. And while high gross margins are often a reflection of moats, they are not a moat in and of themselves
The future is not the domain of knowledge but of action, adopting a test and learn mindset. No business has failed by innovating too slowly.
They understand the role that psychological safety plays in the motivation of individuals and organisations to act. Drucker’s eternal phrase ‘Culture eats strategy for breakfast’, has never been tru-er, but we need even higher sensitivity to inclusion and representation, as well as creating the conditions for teams to flourish. And in general, the route to establishing psychological safety begins with the team's leader
Services
Board Advisor : NED
Board advice, borne of my marketing, tech and sales DNA, enabling global companies in the competitive Consumer, Autos, Tech and Retail sectors, whether in terms of growth, or leading up to a transaction.
Executive Coaching
CEO or founder 1:1 coaching to provide support unlocking your professional potential, as well as that of your people. Where relevant, I work with other members of the leadership where strong dynamics can dramatically enhance business performance.
Speaker
Natural and articulate communicator who is able to translate complex topics from artifical intelligence, to modern brand building and marketing best practice, to change management, to DEI and empathetic, impactful leadership.
Partners.
It has been a privilege to partner with some of the world’s most sophisticated brands over my career to date, building marketing strategies for growth - enabled by great creativity and storytelling, measurement, data and analytics, as well as brand and performance enhancement across channels and digital platforms.
