Course Description
From the churn in CMO’s to cutting marketing spend at the hint of a downturn, marketing does not have many boardroom advocates. Marketers often complain, with some justification, that directors don’t always understand the importance of strategic marketing to building the value and reputation of a business. Directors sometimes say, again with justification, that marketers don’t ‘get’ what they do and that marketing presentations are laced with jargon and irrelevant data.
The Marketing Institute has created this masterclass for senior marketers to help them bridge that gap, create greater influence in the boardroom and share experiences and learnings from both directors and senior marketers.
Marketer Pathways Competencies
Marketer Competencies
- Marketing Capability
- Research
- Marketing Strategy
Business Competencies
- Decisions & Judgment
- Action & Results
- Organisational Awareness
People Competencies
- Influencing
- Leadership
Course Trainer
Chartered Director and a Digital Strategist
Aileen O’Toole
Aileen O’Toole is a Chartered Director and a Digital Strategist, who advises CEOs and senior management teams on digital transformation to achieve commercial objectives.
Aileen is a Non-Executive Director of the Road Safety Authority, is a member of the board’s Audit and Risk Committee and is Chair of its Governance Committee. She also sits on the board of Business in the Community, the not- for-profit organisation which helps businesses develop, manage and measure corporate social responsibility (CSR).
She is a co-founder of The Sunday Business Post newspaper, and was a member of the team responsible for building one of Ireland’s leading media brands and its sale to a PLC. She was the first woman to edit a business publication in Ireland. In 2000, she left traditional media and established a digital consultancy business.
Aileen is a committee member of the Irish chapter of the International Women’s Forum, the global networking body. In 2012 she was awarded a fellowship by the Marketing Institute of Ireland.
