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Marketing Team Transformation to Boost Capabilities

Marketing & Innovation

by Michele Petruccelli

The Challenge

Our client, a large regional retailer who was traditionally only sales driven, had an inexperienced marketing team. The marketers came up through the retail sales force or operations and typically performed tasks the way they were done in the past. They didn't ask why or challenge things to make them better. Thus, the retailer needed a formalized capability development program to ensure the marketers were determining the best approach to drive the business, with the end consumer at the heart of the decision.

The Solution

We deployed a one-day capability development workshop, which included storytelling, brand purpose, and brand experience. To support general brand training, we created: presentations, videos, case study examples, brand experience immersion, tools, templates, and live action learning activities. We also developed deep-dive content and a rollout plan for more experienced marketers on key topics, as well as providing coaching tools for managers to embed branding skills further.

The Results

  • Transformation of traditional in-store promotion managers/merchandisers to stronger brand marketers.
  • Instilled confidence in marketers’ storytelling capabilities through the principles of marketing and branding.
  • Inspiration to do things differently by thinking about larger brand versus thinking of product only.
  • Marketing team transformation resulted in increased engagement from the marketing team, who saw an opportunity to develop their branding skills.
Michele Petruccelli
Michele is Aspirant's Director of Marketing & Innovation, and is a senior marketer and facilitator with 25 years of extensive experience in brand management, strategy development, Design Thinking, and innovation. She works with various corporations and non-profit businesses as a consultant to help them grow their business through strong strategy, marketing plans, and skills development. She has worked with companies in the Fortune 100 and Global 1000 as well as mid-sized companies in a range of industries, with a focus on healthcare.

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