A marketer’s role amidst fundamental change

As a preventative measure against unforeseen events inside a company, communicating the value of a marketing role is crucial, said panellists at FP Live!.

“It’s important to identify key people that are at the centre of deals and demonstrate to them the true value of marketing and communicational roles,” said Jayne Fieldhouse, head of marketing and communications at RBC Global Asset Management.

A large corporate change, such as an acquisition or merger, must be supported by a marketing team so both consumers and stakeholders are met with a transparent brand.

“There is an importance to getting on the inside early, as a marketing person.

“A huge amount of detriment can follow from not involving the marketing team early on after a change.

“The problems we must solve if we aren’t brought in quickly become worse,” said Seda Ambartsumian, head of marketing & communications at Target Global.

Keeping a strategic marketing approach front and centre is crucial in times of change, panellists agreed.

Jeannie Dumas, director of communications at Ninety One, advised delegates to “get themselves a seat at the table” to retain control.

“Be solutions-oriented, understand your landscape, and keep those internal to the company informed on what’s going on,” said Dumas.

Keeping all stakeholders – both internal and external – satisfied during periods of adjustment is a dubious task. However, the panel concluded that keeping a strong, problem solving mindset will ease the process.