Thought Leadership Interview Series

Thought Leadership interview series: How to Win in the Boardroom

Experience brings perspective. Great conversations help shape better leaders.

Introducing our brand-new Thought Leadership Interview Series.

Over the next seven weeks, we’re sitting down with experienced leaders and industry experts to explore what it takes to influence decisions, lead with impact and succeed in the boardroom.

Led by members of our Brand, Customer & Leadership Thought Leader Working Group, this seven-part series goes beyond marketing to explore the bigger picture of leadership, strategy and driving change.

🙌 A special thanks to Jasmine Currie, Mike Kotlyar and Stephanie Quantrill for bringing this series to life.

📹 Episode 1 is here! We kick things off with Astrud Burgess, Managing Director Customer Propositions, ANZ, sharing insights from her years of leadership experience.

Watch the first episode below:

📹 Episode 2 is here! We kick things off with Dave Pearce, GM Marketing, 2 Degrees

Watch the second episode below:

How do you convince the board to invest in brand when they're focused on the bottom line?

Whether you're preparing your first business case or looking to sharpen your approach, the second instalment in our seven-part video series is 30 minutes very well spent.

Our own Stephanie Quandrill sits down with Dave Preece, GM Brand and Consumer at 2degrees, for a refreshingly practical conversation about securing investment in marketing and proving its commercial value.

A few of my takeaways:

Play the long game. Boardroom credibility isn't built in one presentation. It's earned through relationships, consistency, small wins and demonstrating results over time.
Speak their language. Connect brand investment to the metrics that matter to the business. Understand how marketing contributes to commercial outcomes and ultimately the P&L.
Balance the long and short. Building future demand and converting today's demand both matter. Help decision-makers understand why.
Bring the magic AND the logic. Data, commercial acumen and sound reasoning are essential, but don't lose the creativity, storytelling and optimism that make marketers valuable.
A 'no' isn't necessarily a 'never'. Timing, competing priorities and available investment all play a part. Keep building your case, your evidence and their confidence.

And there's plenty more, including Dave's experience with share of voice, marketing effectiveness measurement and the role of marketing mix modelling at 2degrees.

Thirty minutes of generous knowledge-sharing, practical insights and valuable learning, whether you're an emerging marketer or a seasoned leader.

Well worth your time. Enjoy!

Resource Hub.

Thought Leadership Interview Series