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The Whole Marketer Ep108 - Marketing Effectiveness with guest Rachel Moss

Published on: 28th November, 2023

Episode #108. Marketing Effectiveness is the focus of this episode and a key technical skill for marketers to define, set, track and review KPIs in order to measure our performance vs our targets but also demonstrate how marketing has contributed to the wider business growth. 

As marketing is increasingly leading the commercial agenda, it’s key that we are able to demonstrate the effectiveness of our marketing investment at a strategic, tactical and campaign level and speak the language of finance and the Board, in order to bring key stakeholders with us on our marketing journey.  

Abby’s guest to discuss Marketing Effectiveness is Rachel Moss, Head of Marketing Strategy & Media at Camelot, who has played a significant role over the past decade to grow the National Lottery to its best ever brand health. 

In this episode, Rachel shares her definition of what makes marketing successful in an organisation, understanding metrics and choosing KPIs – and why you shouldn’t choose a KPI you don’t know how to shift – and the importance of agency partners and inspirational briefing to get better outputs. Plus career highs and lows and advice for marketers 

Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

Guest:  Rachel Moss | LinkedIn


This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 

The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 


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About the Podcast

The Marketing Society podcast
The Marketing Society is a progressive global community of senior marketers. Our purpose is to empower our members to be brave leaders. Since 1959, we have grown into an influential network of 2500 members.
The Marketing Society is a progressive global community of senior marketers. Our purpose is to empower our members to be brave leaders. Since 1959, we have grown into an influential network of more than 3000+ members across our global hubs: London, Scotland, Hong Kong, Singapore, UAE and New York. Our members are mostly senior clients (over seventy per cent) from brands such as ASOS, Barclays, IBM, Disney, HSBC, Mars, Samsung, Unilever and Vodafone.

Everything we do is through a brave lens – pushing boundaries, tackling taboos, providing comfortable spaces to have important conversations and building meaningful connections. We speak up, inspire one another, share best practice and discuss the challenges and opportunities we face. We work together to make our industry better for business and better for the world around us.

Attend our global programme of events, access the latest thinking online, including over ten years of best practice award-winning case studies. Have your work recognised as part of our Marketing Society Awards and Star Awards competing against the best of the best. Progress your career via professional development like our Marketing Leaders Programme, and get discounted tickets to industry events.

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