INTERNATIONAL MARKETING LEADERS PROGRAMME ASIA 2017 INSPIRING GREAT MARKETING LEADERS
BROUGHT TO YOU BY
IN PARTNERSHIP WITH
SPONSORED BY
CONTENTS Introduction
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International Marketing Leaders Programme
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Inspiring Bolder Marketing Leadership
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Programme Outline
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Module 1: Inspiring Purpose and Building Partnerships 6 Speaker Biographies 9 Module 2: Driving Performance Speaker Biographies
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Selection of Participants
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Booking Information, Cost & How to Apply
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INTRODUCTION The Marketing Society, together with Brand Learning, has developed the International Marketing Leaders Programme as a unique development experience for high potential individuals who are preparing for senior marketing leadership roles. Now in its third year, the programme blends both marketing and leadership skill development. It is delivered by eminent industry leaders and leadership experts and is designed to help shape the great global marketing leaders of tomorrow. 1
THIS YEAR’S SPEAKERS INCLUDE: Andy Bird, Co-Founder & Executive Director Brand Learning
Nihal Kaviratne CBE, Chairman Akzo Nobel India Pvt
Vipul Chawla, Managing Director Pizza Hut - Asia FBU Yum!
Erica Kerner, VP Marketing & Communications Tiffany & Co.
Claire Chiang, Co-Founder & Senior Vice President Banyan Tree
Shekar Khosla, Chief Commercial Officer Kellogg’s
Harriet de Swiet, Managing Director APAC Brand Learning
Jack Lim, Chief Commercial Officer MediaCorp
Jo Flint, Managing Director Google Singapore
Lynette Pang, Assistant Chief Executive Marketing Group Singapore Tourism Board
Aw Kah Peng, GM Ethylene Oxide & Glycols Shell
INTERNATIONAL MARKETING LEADERS PROGRAMME
The International Marketing Leaders Programme has been running in Europe for 14 years and in Asia since 2015. It has also recently been launched very successfully in North America. The programme is designed for senior marketers and aims to prepare them for a role as a Marketing Director or leader of a substantial team. Such roles clearly present a variety of new and exciting challenges. 2
A UNIQUE PROGRAMME The programme has been devised following intensive consultation with key marketing leaders and draws on the experiences, challenges and difficulties they encountered. It also harnesses the experience of The Marketing Society’s senior members and Fellows, and utilises the capability development skills of Brand Learning. The programme is the first of its kind in the region, and this is the third year that it will be running in Singapore. The programme addresses the strategic, commercial and leadership challenges facing senior marketers and their teams today. It is designed around Brand Learning’s Customer-Centred Leadership framework and the fine balance between ‘being’ (behavioural skills) and ‘doing’ (technical skills). Particular emphasis is placed on the changing role of marketing and the impact this has on the strategic and commercial agenda, the challenges of marketing in the digital age, and the leadership skills needed to succeed in a fast-changing world.
WHO WILL BENEFIT? Marketers in middle/senior line management positions who have been identified by their employers as likely candidates for senior marketing leadership roles. PROGRAMME OBJECTIVES 1. To provide insights and tools to help marketers handle the challenges involved in assuming a marketing leadership position. 2. To strengthen the strategic marketing skills and leadership behaviours of senior marketers. 3. To build awareness of best practice marketing activity and marketing leadership in a range of other companies and industry sectors. 4. To support participants in the development of a personalised marketing leadership action plan.
INSPIRING BOLDER MARKETING LEADERSHIP
The Marketing Society, founded 57 years ago, now has a membership of over 3,000 senior marketers in Europe, Asia and Dubai and has become one of the most influential drivers of marketing in the business community. The Society challenges its members to become bolder marketing leaders by pursuing its purpose, championing customers and mobilising the organisation.
DEVELOPING HIGH PERFORMANCE MARKETERS Our definition of marketing is to create sustainable growth by understanding, anticipating and satisfying customer needs.
ABOUT BRAND LEARNING Brand Learning is the leading global consultancy focused on lifting the capabilities of people and organisations to drive customercentred growth.
Our professional development programme is designed to give you the tools and advice you need to develop your career. We’ll help you keep up-to-date, learn from peers and leading experts and inspire you to become a better marketer.
Brand Learning supports over 160 multinational companies across 60 countries, equipping them to create better customer experiences an value. They help teams to work better together cross-functionally, as well as to achieve deep functional excellence in marketing, customer development, sales, leadership, HR and digital.
The programme is delivered in partnership with Brand Learning, who specialise in leadership and lifting marketing capabilities to drive customer-centred growth.
Brand Learning has partnered with The Marketing Society for over 14 years to establish the International Marketing Leaders Programme successfully in Europe, Asia and North America. www.brandlearning.com
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“Surpassed expectations. Intimate & a very transformative experience.” LEIGH ALLEN ESPN
PROGRAMME OUTLINE The 2017 programme provides an outstanding opportunity for you to benefit from the experience of some of the most admired leaders and experts in marketing today. Andy Bird and Harriet de Swiet from Brand Learning will lead you through the programme and share their experiences on the challenges faced by today’s marketing leaders. PRE-WORK PROGRAMME PREPARATION (FEBRUARY 2017)
MODULE 2 DRIVING PERFORMANCE (3 - 5 MAY 2017)
• Briefing from Brand Learning. • Discussions with senior internal company sponsors and colleagues. • Selected pre-reading.
• Review of actions and experiences since Module 1. • Interactive sessions focused on delivering results and leading for success. • How to connect with the customer, brand and commercial agendas to drive sustainable growth. • Insight into real issues and challenges facing a CMO. • Personal development sessions to help leaders manage their energies and be at their best more of the time. • Live case study which allows delegates to apply their learnings to a real life situation.
MODULE 1 INSPIRING PURPOSE AND BUILDING PARTNERSHIPS (29 - 31 MARCH 2017) • Understanding your own personal leadership style and insights into your values and beliefs. • Best practice sharing in generating and applying strategic customer insight. • Defining an inspiring purpose for you as a leader, for your team and your organisation. • Insights and techniques to build better cross-functional working relationships. • Blend of practical case studies, applied learning exercises and management concepts. • Personal marketing leadership action planning.
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MODULE 1 INSPIRING PURPOSE AND BUILDING PARTNERSHIPS 29 - 31 MARCH 2017 The first module is a highly stimulating three days with an introduction to Marketing Leadership and the importance of creating an inspiring sense of purpose for yourself, your team and organisation. Across the three days, participants will be inspired by marketing leaders from blue chip organisations and spend time starting to explore their own leadership styles, challenges and opportunities. 6
DAY 1: INTRODUCTION TO CUSTOMER-CENTRED LEADERSHIP & INSIGHT MORNING
WELCOME AND PARTICIPANT INTRODUCTIONS Andy Bird, Co-Founder & Executive Director - Brand Learning Harriet de Swiet, Managing Director APAC - Brand Learning GROWTH DRIVERS Erica Kerner, VP Marketing & Communications - Tiffany & Co. Harriet de Swiet, Managing Director APAC - Brand Learning Erica and Harriet will discuss the findings of the recent global Growth Drivers Study, and the implications for marketing leaders as they drive commercial organisational growth.
AFTERNOON
PERSONAL INSIGHT Andy Bird, Co-Founder & Executive Director - Brand Learning Andy encourages participants to get in touch with what they care about and believe in. This session will encourage personal insight and inspiration to fuel people’s future leadership agenda. CONSUMER INSIGHT - INTERVIEW A senior leader will talk about the new ways that organisations are now finding and leveraging insight, and how to make sure that insight is driving business decisions.
EVENING
NETWORKING DINNER
MODULE 1 INSPIRING PURPOSE AND BUILDING PARTNERSHIPS 29 - 31 MARCH 2017
DAY 2: DEFINING A PURPOSE MORNING
BECOMING A BUSINESS LEADER Vipul Chawla, Managing Director- Pizza Hut - Asia FBU, Yum! Vipul looks at the strategic role that marketing plays in driving business performance and the importance of focussing marketing leadership on the consumer. DISCOVERING PERSONAL PURPOSE Andy Bird, Co-Founder & Executive Director - Brand Learning In this session, Andy will talk about the importance in providing strategic direction for an organisation. He will also help delegates discover their personal purpose to provide energy for their own leadership journey.
AFTERNOON
BUILDING CUSTOMER RELATIONSHIPS Jo Flint, Managing Director - Google Singapore The pace and nature of building relationships with customers and consumers is changing rapidly and the implications for marketing leaders is significant. Jo will talk about her experience in doing this from her time at BA, SQ and Google. BEING AT YOUR BEST AS A LEADER Andy Bird, Co-Founder & Executive Director - Brand Learning Andy helps the delegates become more conscious of managing their personal energy and impact. They will also develop greater awareness and control over the triggers, in their everyday behaviour and performance. CLOSE
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MODULE 1 INSPIRING PURPOSE AND BUILDING PARTNERSHIPS 29 - 31 MARCH 2017
DAY 3: BUILDING PARTNERSHIPS MORNING
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BUILDING PARTNERSHIPS Aw Kah Peng, GM Ethylene Oxide & Glycols - Shell Kah Peng has built partnerships that have spanned decades during her time at EDB, Singapore Tourism Board and Shell. In this session she will share her experiences, focusing on how she has developed relationships for the long-term and how we need to behave as leaders. BUILDING PARTNERSHIPS Andy Bird, Co-Founder & Executive Director - Brand Learning Andy introduces principles and techniques to help participants rethink the way they build working relationships with people throughout the business.
AFTERNOON
LEADING AGENCY PARTNERSHIPS Lynette Pang, Assistant Chief Executive, Marketing Director - Singapore Tourism Board Lynette will talk about the importance of building effective partnerships with agencies, and will explore ways of building partnerships to deliver success for both parties. REVIEW & ACTION PLANNING Participants relate their learning from the workshop back to the issues they are facing on the job. CLOSE
SPEAKER BIOGRAPHIES
ANDY BIRD Co-Founder & Executive Director - Brand Learning Andy is a leadership coach and consultant who provides support, provocation and guidance for people looking to flourish and succeed as leaders. Andy’s career began with Unilever where he worked in a variety of international brand marketing roles for 15 years. His last role there was as the Vice-President, leading their global Marketing Academy. In 2000, he moved on to set up Brand Learning, a specialist consultancy that helps multinational companies build the capabilities required to drive customer-centred growth. Brand Learning now has a team of 170 people with offices in London, New York and Singapore. The company has a track record of sustained, profitable growth and has received many awards for its unique culture and high levels of employee engagement. Andy has an MSc in Coaching and Behaviour Change and has also coauthored a highly regarded book called The Growth Drivers explaining how businesses can go about sharpening competitive advantage by strengthening their strategic marketing capabilities. VIPUL CHAWLA Managing Director Pizza Hut, Asia FBU - Yum! Vipul joined Yum! in mid 2011 as the Chief Marketing Officer for Yum! Asia FBU, based in Singapore, with responsibility for KFC; a brand with a regional footprint of approximately 3000 restaurants, and a turnover of US $ 3Bn. The region covers markets of North Asia, including Japan and Korea, and South East Asia. He also led the Public Relations and the Corporate Social Responsibility programme for the region. Vipul has been appointed Managing Director – Pizza Hut, Asia FBU from January 1, 2014. This is the largest Pizza Hut system outside of the United States. He was named as one of the 50 leading marketers in Asia by the Internationalist, for 2013! Vipul has been developing and growing brands, having worked with Unilever for 19 years in Asia and Europe. His most recent role in Unilever was Vice President – Oral Category where he was responsible for the € 600 Million business for Asia (South Asia, Greater China, and South East Asia). As a member of the Oral Global Leadership Team, he led the global platforms for freshness and essential care for 59 countries globally including Africa, Europe and Latin America, representing 2/3rd of Unilever’s Oral business globally. Vipul was also a member of the Unilever China Leadership Team, as well as the Unilever South Asia Leadership Team. HARRIET DE SWIET Managing Director APAC - Brand Learning Harriet has recently relocated to Singapore as Managing Director for Asia having spent two years pioneering business in the region. She started her career at Unilever, working on a range of international brands. From there she joined British Airways as Strategic Development Manager, then Bupa as Head of Marketing and Head of Brand, before moving to Brand Learning over nine years ago. In that time Harriet has led, developed and delivered capability change programmes for multinational clients across Pharmaceutical, Hospitality and FMCG sectors.
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SPEAKER BIOGRAPHIES
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JO FLINT Managing Director - Google Singapore Jo heads up Google’s sales and business development operations in Singapore where she’s lived for the past decade. In her 20 year career, she has helped multinationals and cross-functional teams from the inside and out to embrace the opportunities presented by digital, CRM and eCommerce. Prior to Google, Jo held senior sales and marketing positions at Ogilvy & Mather, Singapore Airlines, and British Airways where she led the airlines’ global foray into digital. She is a well-regarded speaker at industry events on the topics of digital, innovation, technology and women in the workplace. She is on the Leadership Council of the Singapore iAB, Singapore IT Federation, and the Board of NUS ISS. She has authored publications, including the new path to purchase, ‘Winning the Zero Moment of Truth - Asia’.
AW KAH PENG GM Ethylene Oxide & Glycols - Shell Prior to joining Shell, Kah Peng spent 22 years in the Singapore government. Over a period of 18 years, she held a number of roles for the Singapore Economic Development Board in Europe, the US and Singapore, with responsibility for developing a range of industries, including energy, chemicals, engineering services, logistics and consumer products. Notable amongst her achievements was her involvement in the delivery of two of the largest and most complex foreign investments into Singapore, namely ExxonMobil’s and Shell’s multi-billion oil/chemical complexes on Jurong Island. From 2009 2012, she was Chief Executive of the Singapore Tourism Board. Some of the major projects in tourism which Kah Peng led included the development of two integrated resorts (Marina Bay Sands and Resorts World Singapore), the Formula 1 Singapore Night Race, the launch of the YourSingapore destination brand, the development of the Marina Bay Cruise Centre and the Singapore International Culinary Exchange. Kah Peng has a degree in Chemical Engineering from NUS and is a fellow of the Sloan School of Management at MIT. Currently, Kah Peng sits on the International Advisory Board of the City of Rotterdam and the board of the Singapore Repertory Theatre.
SPEAKER BIOGRAPHIES ERICA KERNER VP Marketing & Communications - Tiffany & Co. In Erica’s current role she is responsible for all aspects of Tiffany’s marketing and communications planning, strategy and implementation across all retail channels and all Asia Pacific countries. She held a similar position at Ralph Lauren prior to joining Tiffany in 2013 and brings to her role more than 20 years of marketing experience in Asia Pacific, specifically Greater China. Working for adidas as director of the Beijing 2008 Olympic Games, she was responsible for all aspects of the company’s marketing, sponsorship, licensing and business development activities. She and her team won China’s first-ever Cannes Gold Lion for the adidas Olympics campaign. Erica held the same role for adidas at the London 2012 Olympic Games. Before joining adidas, Erica was director of marketing and communications for Special Olympics China, helping to develop the program from 50,000 to 500,000 participants. In addition, as an account director at J. Walter Thompson Shanghai, she was responsible for creative advertising development, product development and retail marketing for DeBeers and PepsiCo. She also worked at Nike in various roles including director of international marketing for Nike Retail and Asia Pacific marketing manager. Erica started her marketing and advertising career at Bates Advertising in Taiwan working on multinational clients. Erica graduated cum laude from Tufts University in 1989 with a degree in international relations. She is also a founding steering board member of The Marketing Society Asia and Chairman of the Marketing Society South East Asia.
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MODULE 2 DRIVING PERFORMANCE 3 - 5 MAY 2017
World-class marketing leaders connect the personal, customer, brand and commercial agendas to drive sustainable growth for their organisations. In these organisations, the scope of marketing businesses goes beyond a department and drives the whole business.
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We kick-off the final module by re-grouping over dinner on the evening of the 3rd May. We then begin a stimulating two days, looking at the challenges of delivering personal and financial performance, as well as the critical final session, pulling the programme together around personal leadership action plans. DAY 0 DRIVING PERFORMANCE EVENING
REVIEW OF EXPERIENCES Andy Bird, Co-Founder & Executive Director - Brand Learning Harriet de Swiet, Managing Director APAC - Brand Learning Andy and Harriet get the group to re-connect by sharing their experiences of what’s worked well and what they’ve found to be more challenging in their day-to-day roles since module 1. DINNER
MODULE 2 DRIVING PERFORMANCE 3 - 5 MAY 2017
DAY 1 DRIVING PERFORMANCE MORNING
FROM PURPOSE TO PERFORMANCE Claire Chiang, Co-Founder & Senior Vice President - Banyan Tree Claire brings a unique perspective on how we need to apply purpose in order to drive performance and she will share how she has led the creation & evolution of the Banyan Tree brand in doing so. LEARNING REVIEW Andy Bird, Co-Founder & Executive Director - Brand Learning Andy stimulates the delegates to reflect on their leadership experiences since the first module. Lessons are shared and key issues are established as a basis for the group for the rest of the programme.
AFTERNOON
LEADING FOR PERFORMANCE A leader shares their perspective on the everyday challenges faced by Marketing VPs or CMOs in today’s fast-paced competitive commercial environment in order to deliver the commercial agenda. DELIVERING THROUGH OTHERS Andy Bird, Co-Founder & Executive Director - Brand Learning Andy helps the delegates reflect on the challenges they face in delivering high performance through other people. Tools and techniques are shared to help leaders improve their ability to coach their teams and to strengthen their competence and confidence as marketers. ISSUES CLINIC This session will be practical and supportive in addressing any live issues the participants are facing in their current roles. CLOSE
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MODULE 2 DRIVING PERFORMANCE 3 - 5 MAY 2017
DAY 2 DRIVING PERFORMANCE MORNING
CASE STUDY Shekar Khosla, Chief Commercial Officer - Kellogg’s Shekar sets up a real life scenario he faced in a new role. The delegates then have the opportunity to think through how they would approach the challenges and opportunities, integrating and applying their learnings from the overall programme.
AFTERNOON
BEING A GREAT MARKETING LEADER Nihal Kaviratne CBE, Chairman - Akzo Nobel India Pvt Nihal concludes the programme by highlighting the strategic role that marketing can play in driving commercial business performance and the impact individuals can have on a business by being ambitious, bold and customer-centred.
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REVIEW AND ACTION PLANNING Participants relate their learning from the workshop back to current issues they are facing in their jobs and develop a final plan of action.
CLOSE
SPEAKER BIOGRAPHIES
CLAIRE CHIANG Co-Founder & Senior Vice President, Banyan Tree Claire is a co-founder of Banyan Tree Hotels & Resorts, and pioneered the Group’s retail business. As Chairperson for China Business Development she focuses on acquiring new management contracts, and as an Advisor on Human Capital Development guides strategic issues in organisational and human capital capability. She also chairs Banyan Tree Global Foundation, the Group’s sustainability arm. Claire is also a Pioneering Member for the Diversity Action Committee to build up female representation on company boards. She co-chairs the ACCORD Family & Community Council set up by the Ministry of Defence and serves as a Justice of the Peace, appointed by past Singapore President SR Nathan. Her many affiliations also include, Member of the National Arts Council, Chairperson of the Shirin Fozdar Program at Singapore Management University, Deputy Registrar of Marriages cum Licensed Solemnizer, Honorary Council Member of the Singapore Chinese Chamber of Commerce and Industry, and advisor to Help Every Lone Parent (HELP). For her advocacy in social issues, Ms Chiang has won national and international awards, including the Public Service Star BBM in 2014 for her contribution to implementing work-life integration in Singapore. Most recently in April she received NUS Faculty of Arts and Social Science’s Distinguished Arts and Social Sciences Alumni Award 2016.
NIHAL KAVIRATNE CBE Chairman, AkzoNobel India Pvt Nihal’s career with the Unilever Group spanned 40 years during which he held various senior level management positions in sales, marketing brand and strategic planning and development, and as Chairman/CEO across Asia, Europe and Latin America. He retired from Unilever in 2005. He was awarded Commander of the British Empire (CBE) for services to UK business interests and for sustainable development in Indonesia. Nihal serves as an Independent, Non-Executive Director for GlaxoSmithKline Pharmaceuticals Ltd, India and as Chairman of Akzo Nobel India Limited (formerly ICI). He is an Independent, Non-Executive Director of several Temasek-linked companies including StarHub Limited, SATS Limited, DBS Group Holdings Limited, DBS Bank Limited, DBS Foundation Limited and Olam International Limited. He is President Commission of PT TVS Motor Company Indonesia, a Member of the Private Sector Portfolio Advisory Committee in India for the UK Government’s Department for International Development (DFID), and serves on the Advisory Board of Bain & Company for SEA/Indonesia. He is also the Chairman of Caraway Pte Ltd, Singapore and a Director of TVS Motor (Singapore) Pte Limited. He is a Governing Board Member of the non-profit organization The Bombay Mothers and Children Welfare Society, Patron of the Indian Cancer Society, and the Founder of St Jude India Childcare Centres. He is the Founder and President Emeritus of The International Wine & Food Society - Bombay Branch, and is a Chevalier du Tastevin.
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SPEAKER BIOGRAPHIES
SPEAKER BIOGRAPHIES
SHEKAR KHOSLA Chief Commercial Officer, Kellogg’s Shekar has diverse experience in serving consumers and customers across Asia and Africa, setting up businesses to successful turnarounds in a career spanning over 22 years with Unilever and Kellogg. Responsible for marketing, media, insights and sales for Kellogg company across Asia Pacific and Africa. Driven by the sweet spot of building high performance teams, consumer delight, shareholder value and positive social impact. In a personal capacity Shekar mentors senior executives in the Singapore corporate community.
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JACK LIM Chief Commercial Officer, MediaCorp Jack Lim joined MediaCorp in September 2014 as Chief Commercial Officer, reporting to Shaun Seow, Chief Executive Officer, MediaCorp. Jack heads the company’s Commercial Group, overseeing all commercial relationships and fulfilment, including advertising, sales, go-to-market partnerships, creative services, consumer insights and analytics. Jack is responsible for delivering a unified proposition to customers, integrating the company’s portfolio of diverse and innovative products across platforms including TV, radio, press, magazines, out-of-home and digital properties. One of his priorities is to help businesses leverage data to make business decisions in a multi-screen environment, where consumers are increasingly living online. Prior to this, Jack spent six years at Sony Pictures Television Networks Asia, where he was in charge of media and affiliate sales and marketing. During that time, he transformed the network’s sales model in Asia to support its growth into a multi-channel network. Before that, Jack held regional leadership positions in marketing, brand and communications in global companies GE, IBM and CNBC.
“I enjoyed the workshop thoroughly - very inspiring, energising and extremely applicable to action immediately.” BERNICE NEO TWITTER
SELECTION OF PARTICIPANTS
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The programme is designed for experienced marketers who have been identified as having the potential to fill senior marketing leadership positions within the next two years.
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To ensure participants have compatible levels of experience and seniority, sponsorship from a leader within the business is required.
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We are seeking applications from individuals who have been working in a marketing role for a minimum of five years, who are familiar with all the basic skills of marketing and who will probably already be leading a small to mediumsized marketing team.
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Applicants should be able to point to at least one marketing case history that can demonstrate their ability to make a difference in the market place.
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The cost per participant will be $10,950 SGD (non-residential).
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For members of The Marketing Society, a complimentary renewal is included as part of the programme. For nonmembers, a year’s complimentary membership is rewarded upon completion of the course.
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There are no restrictions on the type of business applicants are working in at present. We welcome a diversity of backgrounds. However, preference will be given to applicants from companies with a reputation for high standards of management.
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The maximum number of participants will be 20.
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Applications must be submitted by 10th February 2017. We will let applicants know if they have been accepted onto the programme no later than 24th February 2017.
BOOKING INFORMATION
To apply or to find out more about the International Marketing Leaders Programme, call or email Charlotte Griffiths or Lesley Olejnik: +44 (0)20 8973 1360 +852 9226 3595 charlotte@marketingsociety.com lesley@marketingsociety.com Venue Hotel Fort Canning, 11 Canning Walk, Singapore 178881
*Programme content and speakers subject to change.
THE MARKETING SOCIETY 8 WALDEGRAVE ROAD TEDDINGTON MIDDLESEX TW11 8GT + 44 20 8973 1700 WWW.MARKETINGSOCIETY.COM
BRAND LEARNING PTE 3 TEMASEK AVENUE CENTENNIAL TOWER LEVEL 21-00 SINGAPORE, 039130 + (65) 6549 7935 WWW.BRANDLEARNING.COM