MARKETING LEADERS PROGRAMME EUROPE 2018
INSPIRING GREAT MARKETING LEADERS
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CONTENTS Introduction
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Who will benefit
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The creators
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Programme outline
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Module 1: Inspiring purpose
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Module 2: Building partnerships
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Module 3: Delivering performance
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How to apply & booking information
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INTRODUCTION
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The Marketing Society, together with Brand Learning, has developed the Marketing Leaders Programme (MLP) as a unique development experience for high potential individuals who are preparing for senior marketing leadership roles. Now in its 15th year, the programme blends both marketing and people 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. The strength of the programme lies in the way we bring together today’s marketing leaders with those of tomorrow, in an open environment. Enabling frank and honest discussions between our participants and globally renowned speakers.
THIS YEAR’S SPEAKERS INCLUDE: KERRIS BRIGHT Chief Marketing Officer Virgin Media IAN CRANNA Vice President Reserve and Roastery EMEA Starbucks MARTIN DEBOO Senior Vice President Jefferies PETER DUFFY Chief Commercial Officer easyJet CRAIG INGLIS Customer Director John Lewis CAROLYN MCKEEVER Global Head of Loyalty Shell SIR TIM SMIT CBE Founder The Eden Project
NIMAI SWAROOP Global Director, Talent Engagement & Resourcing Diageo SARAH WARBY ex- Marketing Director Sainsbury’s TARA SWART Neuroscientist & Leadership Coach KEITH WEED Chief Marketing & Communications Officer Unilever DAVID WHELDON Chief Marketing Officer RBS
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“An inspirational and rare opportunity to connect with like-minded people, hear from some of marketing’s greats and learn in a well facilitated environment.” LAURA PILLER HSBC
WHO WILL BENEFIT
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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 looks at what marketing leaders need to do (technical marketing skills) and how they need to be (behavioural skills) in a fast-changing world. After attending the course previous delegates have returned to their businesses with renewed energy and confidence that has inspired the whole team. They have brought a fresh leadership perspective, new ways of working, a greater capacity for their workload and an invaluable business network.
OBJECTIVES 1. To provide insights and tools to help marketers handle the challenges involved in succeeding as a marketing leader. 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 each other in the development of a personalised marketing leadership action plan.
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THE CREATORS The programme has been devised following intensive consultation with some of the world’s most successful marketing leaders and draws on the experiences, challenges and difficulties they have encountered throughout their careers. It also harnesses the wisdom and experience of The Marketing Society’s senior members and Fellows, whilst utilising the capability development skills of Brand Learning. THE MARKETING SOCIETY SOCIETY
BRAND LEARNING LEARN- STEVE RADCLIFFE ING ASSOCIATES
Founded 58 years ago, The Marketing Society now has a membership of 3,000 senior marketers in Europe, Asia, the Middle East and the US and has become one of the most influential drivers of marketing in the business community.
Brand Learning, now part of Accenture, the global experts in building capabilities of people and organisations to deliver customer-centred growth.
The Society challenges its members by pursuing its purpose to inspire bolder marketing leadership.
www.marketingsociety.comr
Brand Learning supports over 160 multinational companies across 60 countries, to inspire and strengthen their performance in Marketing, Sales, Digital, HR and Leadership. xxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxx www.brandlearning.comr
Steve Radcliffe is the creator of the Future - Engage Deliver (FED) approach to leadership, defined by The Times as ‘the no-nonsense approach, shaking up the world of leadership’. Anni Townend, the programme leadership coach has developed and delivered leadership programmes with organisations including: Alliance Boots, E.ON, NHS, unilever and Marie Curie. www.futureengagedeliver.com
“An amazing chance to get a better understanding of what marketing leadership means for you, and how you - and only you - can define your own future.” JOHNNY CORBETT AKZONOBEL
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PROGRAMME OUTLINE Participants can expect to enjoy a fully immersive, residential programme spanning three months, followed by a refresher five months later. All sessions will offer stimulating perspectives, blended with stretching sessions of self-discovery, led by our expert leadership coaches. PRE-WORK PROGRAMME PREPARATION
MODULE 1: INSPIRING PURPOSE
FEBRUARY, 2018
FEBRUARY 28 - MARCH 2, 2018
• Agree personal objectives and plan for embedding learning with senior internal sponsors and colleagues. • Reflect in advance on the things that have driven / detracted from leadership performance. • Selected pre-reading.
GENERATING INSIGHT What the future of marketing and business looks like; a deep dive into new ways of generating strategic consumer understanding; the discovery of one’s own personal values as a basis for becoming a leader. DEFINING PURPOSE Establishing an inter-related sense of personal, team and brand purpose to drive internal commitment and external customer engagement. CASE STUDY Playing the role of an incoming CMO, delegates address the real-life challenges this business actually confronted.
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MODULE 2: BUILDING PARTNERSHIPS
MODULE 3: DELIVERING PERFORMANCE
APRIL 19 - 20, 2018
MAY 17 - 18, 2018
BUILDING PARTNERSHIPS Nurturing authentic relationships, collaborations and supporters internally and externally; leading partnerships with insight and purpose.
DRIVING PERFORMANCE How to deliver financial, customer and team performance; the skills to set the right metrics and the positive, resilient mindset needed to make things happen.
POST WORKSHOP REFRESHER OCTOBER, 2018 The refresher day will be held five months later in early October and will centre around reflecting and refocusing on participants’ learnings.
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“The programme is truly invigorating - it has helped me both review and reframe my marketing leadership approach.” STEPHEN JAMIESON GSK
MODULE 1
MODULE 1: INSPIRING PURPOSE
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We begin with an introduction to marketing leadership and discuss the importance of creating an inspiring sense of purpose. DAY 1: INTRODUCTION
MORNING
WELCOME AND PARTICIPANT INTRODUCTIONS Gemma Greaves, Chief Executive - The Marketing Society Russell Pocock, Group Leadership Capability Director - Brand Learning Anni Townend, Leadership Consultant - Steve Radcliffe Associates WHAT IS MARKETING LEADERSHIP? Sarah Warby, ex-Marketing Director - Sainsbury’s A former winner of The Marketing Society’s ‘Marketing Leader of the Year’, Sarah gives her personal perspectives on the nature of marketing leadership, reflecting on how to leverage customer insights and her own personal values.
AFTERNOON
GROUP EXERCISE AND DE-BRIEF Delegates define their individual marketing leadership objectives and the implications for their roles. PERSONAL INSIGHT Anni Townend, Leadership Consultant - Steve Radcliffe Associates Top leadership coach Anni Townend gives an introduction to models of leadership styles and development, encouraging personal insights. Participants will discover that they have a choice of leadership styles and begin to understand which one will be most effective for them. LEADING FOR CUSTOMER INSIGHT Craig Inglis, Customer Director - John Lewis In this session Craig shares his own journey as a marketing leader and what this has taught him about how to generate and apply insight to drive a customer-centric organisation.
EVENING
GROUP DINNER
MODULE 1
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MODULE 1: INSPIRING PURPOSE DAY 2: DEFINING A PURPOSE MORNING
DEFINING YOUR PERSONAL PURPOSE Anni Townend, Leadership Consultant - Steve Radcliffe Associates Using the pre-work, Anni shares unique frameworks and techniques to help delegates define their own personal purpose and the impact it has on others. LEADING WITH PURPOSE David Wheldon, Chief Marketing Officer - RBS David explores the expectations and accountabilities of a marketing leader focusing on using purpose to drive engagement and performance. He will do this in relation to the commercial agenda utilising his experience in his role at RBS and other major companies such as Barclays, Vodafone and Coca-Cola.
AFTERNOON
REFLECTIONS In small groups, individuals will have the opportunity to reflect upon the mornings’ session and discuss any implications. LEADING A MOVEMENT Kerris Bright, Chief Marketing Officer - Virgin Media Kerris explores the importance of purpose in providing strategic direction for a brand as well as helping to engage customers, employees and stakeholders. In this session she will share personal examples of developing brands with purpose, and how connecting her personal purpose, has helped to shape her own leadership journey.
EVENING
GROUP DINNER
MODULE 1
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DAY 3: LEADING IN PRACTICE
MORNING
BEING YOUR BEST AS A LEADER Anni Townend, Leadership Consultant - Steve Radcliffe Associates In this session Anni focuses on self-awareness, helping participants to be at their best more of the time. EASYJET CASE STUDY AND GROUP WORK Peter Duffy, Chief Commercial Officer - easyJet Delegates work on a case study learning from the challenges that Peter faced when he joined easyJet as a Marketing Director.
AFTERNOON
CASE STUDY CONCLUSION Individual groups feed back their conclusions on the easyJet case study and Peter reveals what actually happened and the key lessons learned. PERSONAL ACTION PLANNING, MODULE 1 REVIEW Participants relate their learning from the workshop back to the issues they face on the job.
CLOSE
MODULE 2
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MODULE 2: BUILDING PARTNERSHIPS In this module, we focus on what it takes to engage customers and colleagues across the business in order to create customer value and drive commercial success. DAY 1: INTRODUCTION
MORNING
REFLECTIONS As the group reconnects we look at what participants may have noticed about themselves, as well as what others have noticed about them. BUILDING STRONG PARTNERSHIPS Anni Townend, Leadership Consultant - Steve Radcliffe Associates Anni introduces concepts and frameworks for thinking to help delegates build bigger relationships and partnerships in pursuit of their purpose.
AFTERNOON
LEADING THROUGH PARTNERSHIPS Ian Cranna, Vice President Reserve and Roastery EMEA - Starbucks Ian shares his learnings on how to successfully build partnerships across borders and the challenges he has faced in doing so. LEADING FOR ENGAGEMENT: MIND YOURSELF Jonny Lewis, Founder - The Corporate Horn Jonny, a professionally trained actor, takes the group through a highly experiential session where delegates will understand the building blocks of gravitas and how to develop them over time.
EVENING
PRE-DINNER DISCUSSION: A STORY OF INSPIRATION Sir Tim Smit, Founder - The Eden Project Sir Tim shares his journey in building the partnerships required to turn the Eden Project from a dream into a reality, as well as his inspiring vision for the future. GROUP DINNER
MODULE 2
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DAY 2: BUILDING PARTNERSHIPS
MORNING
LEADING FOR ENGAGEMENT: MINDING OTHERS Tara Swart, Neuroscientist & Leadership Coach Tara discusses how delegates can build partnerships with their people and teams that are big enough to deliver peak performance through neuroscience. MANAGING YOUR LIGHT AND SHADOW Anni Townend, Leadership Consultant - Steve Radcliffe Associates Anni introduces concepts and frameworks that will help delegates understand and build bigger, impactful relationships through their own performance.
AFTERNOON
ENGAGING THE BOARD A chief executive discusses their journey to the boardroom. They will share what their experiences have taught them about leadership as well as, how they have leveraged those learnings to engage board members and other key internal stakeholders. PERSONAL ACTION PLANNING, MODULE 2 REVIEW Participants relate their learnings from the workshop back to the issues they face on the job.
CLOSE
MODULE 3
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MODULE 3: DELIVERING PERFORMANCE The final module looks at the challenges and opportunities of turning purpose into performance, as well as summarising learnings from the entire programme. DAY 1: INTRODUCTION
MORNING
DELIVERING THROUGH OTHERS Nimai Swaroop, Global Director Talent Engagement & Resourcing Diageo Nimai will focus on how you can enable others to perform by setting them up for success.
AFTERNOON
PERFORMING AT YOUR BEST AS A LEADER Anni Townend, Leadership Consultant - Steve Radcliffe Associates Anni shares her perspective and some useful tools and techniques to enable delegates to better manage their limiting beliefs. PERFORMING AT YOUR BEST AS A LEADER Carolyn McKeever, Global Head of Loyalty - Shell Carolyn, one of our alumni, shares how she has reached higher levels of performance and inspired others to do the same by putting her learnings from the programme into practice. A VIEW FROM THE CITY Martin Deboo, Senior Vice President - Jefferies An interactive session which will focus on what marketing leaders can do to influence the commercial performance of their business when it comes to shareholders and the external financial community.
EVENING
GROUP DINNER
MODULE 3
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DAY 2: DELIVERING PERFORMANCE
MORNING
MARKETING, LEADERSHIP & MARKETING LEADERSHIP Keith Weed, Chief Marketing & Communications Officer - Unilever Keith, named as the world’s most influential CMO by Forbes in 2017, pulls the programme together with stimulating thoughts on marketing, leadership and marketing leadership in delivering performance.
AFTERNOON
FROM PURPOSE TO PERFORMANCE Anni Townend, Leadership Consultant - Steve Radcliffe Associates Anni will support delegates by helping them to pull together all their learnings into concrete commitments. PERSONAL MARKETING LEADERSHIP ACTION PLANNING Russell Pocock, Group Leadership Capability Director Brand Learning Russell will run a session designed to work through commitments and implications for individuals leadership. Participants will then have the opportunity to review personal action plans from Modules 1, 2 and 3 and evolve them, ready to go back into their businesses and take the next step on their journey to becoming great marketing leaders.
CLOSE
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HOW TO APPLY If you are an experienced marketer looking to boost your career or have recently moved to a more senior marketing position, apply now. To ensure participants have compatible levels of experience and seniority, sponsorship from a leader within the business is required upon application. VENUE Warren House, Kingston upon Thames, Surrey, KT2 7HY COST The cost per participant is £9,000 + VAT. • This is an all inclusive cost which covers facilitation, food and accommodation for the entire programme. • For members of The Marketing Society, a complimentary renewal is included as part of the programme. For non-members, a years’ complimentary membership is rewarded upon completion of the course. BOOKING INFORMATION To apply or for more information: Anya Dubiel - 020 3327 9811 (anya@marketingsociety.com) Russell Pocock - 020 8614 8150 (russell.pocock@brandlearning.com)
OTHER LOCATIONS
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Singapore
USA (Greater New York area):
Module 1: March 21 - 23, 2018 Module 2: May 4 - 5, 2018
Module 1: September, 2018 (date tbc) Module 2: October, 2018 (date tbc)
Applications are now open visit: www.marketingsociety.com/the-gym/international-mlp www.brandlearning.com/what-we-do/marketing-leaders-programme
THE MARKETING SOCIETY 8 WALDEGRAVE ROAD TEDDINGTON MIDDLESEX TW11 8GT + 44 20 8973 1700 WWW.MARKETINGSOCIETY.COM
BRAND LEARNING LTD BURGOINE QUAY 8 LOWER TEDDINGTON ROAD HAMPTON WICK KT1 4ER + 44 208 614 8150 WWW.BRANDLEARNING.COM