Episode 140 - Marketing Excellence with guest Sue Warren: How Sky's Marketing Excellence Programme is driving greater impact and creativity for the brand
Description
Episode #140. We’re starting the new year with a technical topic on Marketing Excellence, to inspire and empower high performance for all marketing leaders and those in their care who are growing the brands and businesses of tomorrow.
Joining Abby is her guest Sue Warren, Head of Marketing Capability at Sky. Sue worked on brands such as Unilever, Telewest and Virgin Media before joining Sky and after a decade in various marketing, strategy and planning roles, is now developing structured marketing excellence programmes to upskill and energise the entire marketing function in Sky.
In this episode, Sue shares her definition of marketing excellence, the development and implementation of Sky’s marketing excellence programme, it’s impact on the output and creativity of the marketing function and the importance of embedding marketing excellence long-term, not just delivering training.
Plus Sue’s career highs and lows and advice for marketers of tomorrow.
00:00:00 Welcome and introduction to Marketing Excellence
00:03:25 What is Marketing Excellence?
00:05:36 Benefits of a Structured Marketing Excellence Programme
00:06:35 Beyond Marketing Training – Empowerment and Investment
00:10:08 Creation and Drivers Behind Sky's Marketing Excellence Program
00:17:26 Methods, Processes and Behaviours of Marketing Excellence
00:23:35 Leadership and Accountability
00:25:42 Impact on Marketing Performance and Engagement
00:28:55 Lessons from the Journey
00:38:21 Advice for Future Marke
United States
