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The Whole Marketer Ep140 - Marketing Excellence with guest Sue Warren

Published on: 7th January, 2025

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 Programme 

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  

00:32:09 Sue’s Personal Career Highs and Lows (00:32:09) 

00:38:21 Advice for Future Marketers 

 

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

Guest: Sue Warren | LinkedIn



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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