How marketers build a successful board profile

There’s never been a better time for marketers to bring their open-minded, adaptive, customer-led approach to boards. So why aren’t more making it to the top table? We ask the question

If there’s one lesson to be taken from Australia’s recent Royal Banking Commission and AMP’s subsequent board and executive exodus, it’s that a disconnect exists between board directors and organisational culture, Tim McColl-Jones, believes. And it’s one of the reasons why the former brand and agency leader is advocating for more marketers on boards.

“If there was ever a time for organisations to take stock and realise the mix of skillsets they have at a senior level needs to be refreshed, it’s now,” he says. “It’s largely stale, pale and male.”  

The second reason marketers should be on boards is the level of change triggered by digital technologies and channels, McColl-Jones says.

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