Marketing communications strategy
A selected view of the strategy practice: translating organizational objectives into marketing communications output that decision-makers can act on.
This is a practice case rather than a single client engagement. Across employers and consultancy clients, the recurring brief is the same. Leadership has objectives, and those objectives need to become marketing communications output that is coherent at brand, product and service level.
The work spans full brand development, defining marketing communications strategic objectives, content and messaging strategy, establishing marketing infrastructure and a governance model, and designing tactical plans with measurable KPIs. The approach covers the overarching brand and the detail of product and service level communication, so each part of the effort stays aligned.
- Brand development and positioning
- Marketing communications strategic objectives
- Content and messaging strategy
- Marketing infrastructure and governance model
- Tactical plans with measurable KPIs
I work directly with high-level decision-makers to translate organizational objectives into marketing communications output. My experience spans a wide range of sectors, leading marketing strategy for employers and providing consultancy for clients across industries, working with teams and stakeholders to identify market opportunities, navigate challenges and position brands.