When strategy is clear but execution stalls
Marketing, communications, content, digital and media may each perform well while working to different priorities. Decisions take too long, responsibilities overlap and investment is spread across initiatives with little shared accountability.
A marketing transformation should resolve those frictions in service of the brand and the business. Technology can help, but it cannot replace clear priorities, decision rights and leadership.
Connect the growth agenda with the operating model
- Focus: identify the customer, commercial and organisational issues that most constrain growth.
- Design: clarify how teams, agencies and partners work together, who decides and where resources belong.
- Align: connect brand, communications, digital, e-commerce, CRM and media behind shared outcomes.
- Deliver: build an executable roadmap, ownership, a performance cadence and capability transfer.
Scope and deliverables
Depending on the need: an executive diagnosis, operating model, responsibility map, partner governance, a 24-month roadmap and a 100-day activation plan. Measures can include decision speed, budget efficiency, time to market and commercial performance; baselines are established before targets are agreed.
Three ways to engage
Executive advisory supports a critical decision. A transformation mandate connects diagnosis with a defined delivery plan. Interim or fractional executive leadership provides embedded leadership when teams need direction, alignment and execution capacity. This can include interim CMO or fractional CMO responsibilities, depending on the agreed scope. The format follows the organisation’s need.
Business accountability, not only recommendations
At Clarins, Julien Bessaud contributed to 27% budget optimisation through the transformation of global marketing, content and media operations, including AI-enabled innovation. As General Manager of OBO, an international creative services agency, his results included +11% revenue growth and +7 margin points.
He has led multicultural teams of up to 45 professionals responsible for markets across Europe, the Middle East, the US, Asia and Latin America, combining a global perspective with knowledge of local market and consumer specificities.
Explore Julien Bessaud’s leadership responsibilities and results.
Need leadership to deliver? Explore interim and fractional leadership.
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