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Marketing Capabilities: Building the global might for the local fight

The role of marketing has become more and more complex, especially for global organizations with efforts spread across business units and geographies. Stephan Gans, Chief Strategy Officer and Marketing Capabilities Practice lead, talks about what it takes to build a global brand and marketing function that operates cohesively and effectively on the inside, so that it can deliver a cohesive customer experience in the market. And it starts with addressing some of the marketing organization’s basic needs.

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Contributors

Chief Strategy Officer, North America