Optimizing marcomm for a global non-profit
Working as a marketing ops consultant and talent recruiter for a rapidly expanding trade association in the financial services industry, we optimized content production and hired two marketing executives to grow the brand and mentor a distributed team
The Brief
A rapidly expanding trade association with offices in NYC and Singapore needed to reconfigure their marketing workflows and also recruit an executive marcom professional who could partner with the CEO to develop press strategy, grow the brand's awareness, manage a complex content marketing engine, and mentor a young team.
The Approach
Working as a hands-on consultant directly with the CEO, we refactored their content production workflows to remove bottlenecks. Then, to ensure long-term stability and growth for the marcomm team, we lead recruitment and hiring for a new marketing executive — successfully placing a dynamic and exciting new hire.
The Outcome
We continue to work with GPCA on an as-needed basis, largely in a recruiting and talent leadership capacity. Over the last three years we've placed two marketing executives whose roles have been to develop the organization's content marketing motion and lead GPCA's robust events strategy.
A lot of work that calls itself marketing strategy is really a hiring problem in disguise. Refactoring the workflows was the easy part; the durable change was finding the right people to keep evolving them after we stepped back.