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
- 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
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.
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.
Matt Kavanagh BL
Matt Kavanagh BL is a barrister with a strong marketing career background. Matt has held a number of marketing management positions in the banking and financial services sector before developing his career into Human Capital consulting, and he founded the executive coaching and candidate assessment consulting firm Advanced People Solutions.
In addition to the Barrister-at-Law degree from the Honorable Society of King’s Inns, Matt holds the Graduateship of the Marketing Institute of Ireland, as well as an MBA and an M.Comm from Smurfit Business School at UCD. He is a member of the Chartered Institute for Personnel and Development (CIPD), and the Institute of Directors (IoD). Matt lectures at the Centre for Corporate Governance at UCD, and his research interests include the selection of directors, company board performance, and business ethics.
He is a Fellow of the Marketing Institute of Ireland, and a recipient of the Institute's Pat Cahill Award for meritorious service.