Blackmores marketing training gains AMI stamp of approval

Health brand's Vitality Brand Masters program provides marketing capability training across nine competency areas

Blackmores Group has become the third Australian organisation to have its marketing skills development program endorsed by the Australian Marketing Institute (AMI).

The Blackmores Vitality Brand Masters, which has been two years in the making, officially received the stamp of approval from AMI this week, making Blackmores the first vitamin company to receive recognition. Other organisations who have achieved the same stature are ANZ and DuluxGroup.

Blackmores’ marketing capability program aims to support teams across 13 markets with structured learning programs and tools to support their professional development. To do this, the group has developed the Blackmores Marketing Competency Framework, which it used to identify skills and competencies key to modern marketing careers. The framework has been based on external benchmarking tailored to the Blackmores business.

In all, nine major competencies for brand/product marketers have been devised, stretching from strategic thinking to building strong brands, commercial acumen and execution management. Each competency comes with detailed and specific skill outcomes defined across a range of proficiency levels. 

Blackmores Group chief marketing and innovation officer, Joanne Smith, said the program provides access to a comprehensive range of training programs that develop the skills, tools and capabilities required of a world-class marketing organisation. Blackmores’ portfolio of brands includes Blackmores, BioCeuticals and PAW by Blackmores.

“At Blackmores Group, we recognise the critical role marketing plays in driving growth. We champion the development of our marketing community by providing critical business experiences, by coaching and mentoring and through structured capability programs such as Blackmores Vitality Brand Masters,” she said.

Through the AMI endorsement, Blackmores marketers will receive points towards their Certified Practising Marketer (CPM) accreditation.

“Ongoing professional development is critical in underpinning career progression for today's marketer and the Vitality Brand Masters program enables marketers to build the contemporary skills and competencies required for today and into the future,” AMI chair, Andrew Thornton, said.

Blackmores Group added its marketing function plays a key role in reaching its ambition of connecting 1 billion consumers by 2025. 

As reported by CMO last year, ANZ became the second Australian organisation to gain AMI endorsement for its internal Marketing Masters and Brand Academy programs. At the time, ANZ head of customer centricity and capability, Kate Young, said the intention was recognising what the marketing capability roadmap looked like from a maturity perspective, but also how to drive deep engagement with employees.

Read more: Why ANZ is partnering with the AMI on marketing skills development

“When you’re undertaking something like this, quite a large element of it is change management. We are trying to gravitate the entire marketing function across the enterprise around a new set of capabilities, new levels of mastery we expect them to demonstrate on the job, much more clarity and transparency around the expectations of what ‘great’ looks like, and more detail around how to have great career at ANZ and pathways that exist,” Young said.

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