Episode 154 – Leading the Long-term Commercial Agenda with guest Naomi Walkland: Motorway’s CMO on marketers understanding finance to own short and long-term growth agenda
Description
Episode #154. We’re back! Season 9 kicks off with a fundamental technical skill for marketers growing the brands and businesses of tomorrow… we’re discussing marketing’s role in leading the long-term commercial agenda, what you can do to build trusting and collaborative relationships with your finance department and how to build the link between marketing and commercial results.
Abby’s guest expert is Naomi Walkland, Chief Marketing Officer at Motorway, which is the UK's fastest growing car marketplace. In her role, she oversees the company's brand and product marketing, growth marketing, creative communications and business marketing team. Previously, Naomi served as the VP of Bumble, where she led the international marketing team, driving new customers and revenue growth outside of the US. Naomi is an Honorary Fellow of the Marketing Society, and has been recognised by Marketing Week and Campaign Magazine as one of their top marketing leaders in the UK.
In this episode, Naomi shares what it means to lead the long-term commercial agenda, developing your financial literacy, building relationships with finance and modelling this with your teams, and the importance of transparency and shared responsibility with your CFO.
Plus her experience at Bumble and Motorway, career highs and lows and advice for marketers of tomorrow.
00:00:00 Welcome and Introduction to Marketing’s Role in Leading the Long-Term Commercial Agenda
00:04:27 Importance of Sustainable Growth
00:06:05 Building Evidence of Marketing’s Impact
00:08:53 Building a Relationship with the CFO
00:10:07 Transparency and Shared Accountability with Finance
00:14:52 Taking Calculated Risks
00:17:49 Honesty and Trust in Marketing Leadership
00:19:34 Developing Courage and Humility as a Leader
00:23:10 Educating Team
United States
