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

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.

Guest Speaker

Matt Kavanagh

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.

Guest Speaker

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.