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When: Thursday 10th May
9:30 AM to 5:00 PM
Where: The Westbury Hotel
Grafton Street
Dublin, Dublin  D02 CH66
Contact: Jenny Bishop
01 2952355

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Masterclass: Increasing Marketing's Influence in the Boardroom

We have created our Masterclass series for senior-level marketers looking to take a deep-dive into a specialised topic, to enable them to make insightful decisions and better choices for their business. The series is focused on helping you develop competencies specific to the knowledge, skills and mindset required of senior marketing leaders.

Key Details

Date: Thursday 10th May 2018

Time: 9:30am - 5:00pm

Location: Westbury Hotel, Grafton Street, Dublin 2





Member Rate: €520 - Non-Member Rate: €750

Course Benefits

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. 

Attending the course will enable you to:

  • Understand more about the role of the board and directors' responsibilities
  • Find out about the pathways to becoming either an Executive or Non-Executive Director
  • Analyse the latest research on board composition and effectiveness
  • Learn from peers and directors on how to improve board engagement
  • Find out how to pitch your marketing strategy to the board
  • Learn what data matters to the board and why
  • Debate the issues and implications with your senior marketing peers
  • Find out how you can apply learnings with your business or organisation

Workshop programme


  • Understanding corporate governance and the leadership landscape
  • Unpicking the disconnect between boards and marketers
  • Learning from seasoned directors and marketers
  • Moving the board narrative from cost to investment
  • Communicating your strategy to the board 
  • Pathways to the boardroom for marketers interested in board roles



  • Pitching to a board: a case study exercise:
  • Participants will break into three groups, each of which will be given a task to review a case study and make a presentation to a board
  • Each group will make a presentation to experienced board members who will critique their presentation
  • This will be followed by an open discussion on the insights and learnings from the three case study examples
  • Delegates will discuss putting what you've learned and shared into practice

Course Trainer 

Aileen O'TooleAileen O'Toole

Chartered Director and Digital Strategist

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.  

Special Guests

Maurice PrattMaurice Pratt

Maurice Pratt, Chairman of ITIC is also Chairman of Uniphar plc, Barretstown, European Movement Ireland, Nursing Homes Ireland, B&B Ireland and Ardale Property Group. He is Vice Chairman of Serious Fun Children’s Network, and serves on the boards of Independent Express Cargo, Donnellys Food Group, and Business in the Community (Ireland). He is a former President of IBEC.

His previous board roles include Eircom, Irish Heart Foundation, Tourism Ireland, Brown Thomas Group, Boyne Valley Foods and Bank of Scotland Ireland. From 2002 to 2008, he worked in the drinks industry as Chief Executive of beverage group C&C Group plc. Prior to joining C&C, he was Managing Director of Tesco Ireland and before that was the MD of Power Supermarkets Group (Quinnsworth, Crazy Prices and Lifestyle Sports chains).

During his time with Quinnsworth Maurice became a familiar face in every household in Ireland through his appearances in the company’s advertising and publicity programmes. He was selected by Business & Finance magazine as Business Person of the Year in 2006 and was nominated as the All Ireland Marketing Champion by the Marketing Institute in 2007.


Mary Lambkin

Professor Mary Lambkin

Mary Lambkin is Professor of Marketing at the Smurfit Graduate Business School, University College Dublin. She has served as Dean of the school and has sat on the Governing Authority of the university. She completed her PhD at the University of Toronto following an MBA from UCD, and she continues to publish widely on strategy and marketing topics.

She also has considerable industry experience, commencing her career at Unilever, and continuing to be involved in consulting with a wide range of companies. She is also an experienced corporate director, currently serving as Chairman of Barclaycard International Payments Ltd., part of Barclays Group. Previously, she has served as an independent non-executive director of Citibank Europe plc, Barclays Insurance Dublin Ltd., Irish Shell Ltd., as well as several professional and government organisations.

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