MARKETING LEADERSHIP
Management and leadership are not the same thing. Management focuses on overseeing marketing activity; leadership connects business objectives with strategy, people, capability and execution, ensuring the function is focused on what matters.
I provide senior marketing leadership where a business needs deep experience or strategic direction, whether during a period of change, while building a team or as ongoing support.
WHEN MARKETING OUTGROWS ITS LEADERSHIP
Marketing can outgrow the way it is being led.
As a business grows, marketing often becomes more complex. There may be an internal team, external agencies and specialists, multiple priorities and increasing investment, but no one with the experience or authority to connect it all.
The business needs someone who understands what it is trying to achieve, determines what marketing needs to contribute, sets priorities, makes decisions and provides direction.
Without that leadership, the business can spend more on marketing without necessarily getting more from it.
THE ROLE OF A LEADER
Leadership turns priorities into coordinated, accountable action.
A marketing leader ensures decisions are made at the right level, marketing activity remains focused on delivering what the business needs, and people understand their contribution.
01
DIRECTION
Establish clear priorities and expectations for the marketing team.
02
ALIGNMENT
Ensure people, partners and resources work towards shared objectives.
03
OVERSIGHT
Monitor progress, assess performance and keep marketing on track.
IS THERE A LEADERSHIP GAP?
LEADERSHIP AS PART OF THE BIGGER PICTURE
Marketing leadership needs to connect what the business wants to achieve with the ability to deliver it. That means ensuring marketing has both a clear sense of direction and the people, skills and resources to put that direction into practice.
MARKETING DIRECTION
Set priorities and determine where marketing should focus.
MARKETING CAPABILITY
Build the people, skills and resources marketing needs to deliver.
THE LEADERSHIP LENS
Good marketing leadership keeps four things in focus.
Strategy establishes what marketing needs to achieve. Capability ensures the business has the people, skills and resources to deliver it. Priorities focus attention where it will have the greatest value. Performance provides the evidence to understand what is working and what needs to change.
These areas are connected. Changes in one can affect the others, so leadership means keeping them in view and making decisions across all four as the business evolves.
WHEN EXPERIENCE IS NEEDED
Not every business needs a full-time marketing leader.
But there are times when experienced marketing leadership can make a significant difference. I can step in when experience, judgement and direction are needed, without requiring a permanent role.
BUILDING
Establishing or reshaping the marketing function.
CHANGING
Navigating a period of growth or transformation.
TRANSITIONING
Managing a restructure or temporary gap in leadership.
EXTENDING
Existing teams need added experience or perspective.
CONNECTING
Aligning internal and external capabilities.
A Leadership Perspective
MELISSA HOW
Broad Experience Across The Marketing Function.
Two decades of marketing experience across different industries and stages of business growth, spanning strategy and leadership through to digital, technology and execution.
I’ve led campaigns and projects, built and supported teams, managed implementation and worked with specialist partners. This has given me a broad understanding of how marketing functions operate and what they need to succeed.
I bring deep expertise to situations where senior marketing judgement is needed, helping businesses understand what marketing needs to deliver, where to focus and how to strengthen its contribution to the business.
LEADERSHIP IN PRACTICE
BENEFIT FROM EXPERIENCED LEADERSHIP
QUESTIONS ABOUT MARKETING LEADERSHIP
How do I know if my organisation has a leadership gap?
A leadership gap can exist even when a business has a marketing team, agencies and plenty of activity. Signs can include unclear priorities, decisions being left unresolved, resources that aren't well aligned, or no one providing senior direction across the function.
What value will marketing leadership bring?
Experienced marketing leadership provides the senior thinking, judgement and direction needed to connect marketing with the business, make better decisions about priorities and resources, and keep the function focused on what matters.
Do you provide fractional marketing leadership?
Yes. Marketing Leadership can provide experienced senior support without requiring a permanent full-time leadership role. The scope and level of involvement can be shaped around what the business needs.
Can you work with an existing marketing team?
Yes. I can work alongside an existing team, providing strategic direction, experienced judgement and leadership while supporting the people already in the business.
Can you work with external agencies and specialists?
Yes. I can provide the client-side direction and oversight needed to ensure agencies and specialists understand the business, priorities and role they need to play.
How does Marketing Leadership differ from Marketing Consulting?
Marketing Consulting is typically focused on a specific business or marketing challenge, providing analysis, advice and a path forward. Marketing Leadership provides senior direction across the marketing function, including the people, capability, resources and activity needed to deliver it.