As part of The Fellows Fundamentals series Thomas Barta breaks down marketing leadership.
Leading marketing isn’t the same as doing marketing. Marketing leadership is more than a skill, it’s the force that turns your ideas into impact.
When the Covid pandemic shut pubs, Guinness faced catastrophe. Millions of litres of beer went unsold. Revenues vanished. Mark Sandys, Diageo’s global head of beer, realised he wouldn’t find the answer in his job description. He guided his team to develop an unconventional plan: invest hundreds of millions to buy back unsold beer and provide reopening support -twice. The internal management debates were pretty tough. But the strategy worked.
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