What is the Impact of Inviting Marketing on Corporate Boards? — Julie Roehm
Marketing is required at every organizational level to drive growth and attract, and retain talent. Marketing drives awareness, cultivates brand credibility and builds customer trust and loyalty. The role that marketing plays in any organization is unmatched and absolutely necessary. Having marketing professionals on boards adds a layer to decision-making and strategic innovation unlike any other.
When I read an article from Omicle, called “What is the Impact of Inviting Marketing on Corporate Boards”, I found the author’s points about the impact marketers can make on a board very interesting and informational. This article did a good job of covering many aspects that marketers can contribute to a board — leading to higher productivity and a broader perspective.
“Did you know boards with one marketing-experienced director are associated with a three-percentage point increase in total shareholder return over boards with no marketing-experienced directors (Marketing Science Institute)?”
Marketers have a unique outside perspective which is absent in most typical board members. They add value to the board in several ways: They bring a “been there, done that” perspective on rebranding initiatives, and strategic partnerships, and they are a key source of customer insight. Having marketing professionals be part of your board will not only help the company reduce unnecessary expenditures but it will also help bring fresh ideas to the table that will assist the company in the digitized world.
“When the right marketer is invited to the board, the conversation changes.”
Marketing is to create, communicate, deliver and exchange offers that have value for others. The role of marketing is high-level and requires crucial representation on companies’ boards. Marketers are able to raise awareness from the consumers’ perspectives and the anticipation of consumer-or-stakeholder-related consequences that often were not expressed before. These conversation shifts can help the board support the company to make better decisions.
Personally, having served on boards, I have seen my fair share of transformational companies. And when a marketer has a seat on the board, it can open up opportunities for the organization as well as snuff out risks that the company has been overseeing. In today’s society, marketers are the experts at spreading the word and they know what to do to achieve maximum efficiency in gaining brand awareness.
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Julie Roehm is the Chief Marketing Officer and Chief Experience Officer at Party City. She is an innovative customer-centric marketer known for strategizing profitable corporate turnarounds with fast revenue growth via capturing stories that resonate with clients. She was named “Marketer of Year” by BrandWeek, Brand Innovators ‘Top 50 Women in Brand Marketing’, the Tri-State Diversity Council’s “Most Powerful and Influential Woman”, an Automotive News “Marketing All-Star” and one of Working Mother’s “Top 25 Women”. She’s on the forefront of new marketing ideas, and being result-oriented, she uses her vast marketing experience in all facets of business strategy and marketing execution to help deliver the message of the brand.
Julie Roehm - Chief Marketing & Experience Officer at Party City & Independent Advisory Board…
Chief Marketing & Experience Ofiicer - Party City