Guide to A New Role | VP of Marketing

“Do the things that you’re brilliant at doing, and continue to do that even better. That’s what people need to do is hone that skill.”

— LEANA LESS | FORMER VP OF GLOBAL MARKETING | AVEDA (AN ESTÉE LAUDER COMPANY)

You’ve finally landed your dream role, and, with it, the pressures of getting it right. 

Not only are you juggling new priorities, aligning with an unfamiliar company purpose, and evaluating your own needs, but you’re probably filled with questions like: What are my new team’s dynamics? Which departments are under my control? How can I best meet the needs of stakeholders? 

If you’re reading this, you’re at or striving to be at the VP level, so surely this isn’t your first rodeo…But every role, company, and process is different. Luckily, we’ve put together a helpful guide based on research and interviews with current and former VPMs for new Vice Presidents of Marketing to provide some structure in moments like these. 

“Ultimately, whether you identify a challenge as such is the only thing that is setting you back. Challenges are merely opportunities.”

— KATIE KIRSCHNER | VP AND GLOBAL LEAD, HOSPITALITY CONSULTING | NCR

You can download the full Guide to a New Role | VP of Marketing here, but, if you’re still not convinced you need the support, here are five challenges you may have in your role, and how the Guide can assist you. 

Challenge #1 - Defining your role 

Sometimes it is hard to tell where your role fits into a company’s bigger picture. The VP of Marketing Guide lists the common expectations and responsibilities of typical VPMs so that you know where to fill in or ask how and where you can best support. For example, the VP of Marketing is responsible for overseeing the marketing strategy and marketing goals for the company…are you given all the resources, connections, and budget to make this happen? What is missing?

Challenge #2 - Integrating with your team 

Walking into an already established environment where a team has been “doing it this way” for some time can feel intimidating and even met with resistance. The Guide walks leaders through building trust with team members, forming a partnership with the Sales department, approaching difficult situations, maintaining relationships, and supporting current efforts while transitioning into new ones. Knowing where to start when conflict arises is a challenge, but communication and authenticity can make the role and relationships a breeze. 

Challenge #3 - Prioritization

Joining a new company comes with a lot of pressure, paperwork, and priorities. The Guide breaks down how you can prioritize your personal and company goals, as well as your team’s needs. Remember that you need to take care of yourself and fill your cup as a leader before you can fill the cups of others. 

Challenge #4 - Mapping goals 

You were brought into this role to execute the goals of the executive team and presumably grow the company. The Guide provides a list of recommended resources that help you start and execute the planning process, as well as tips and visuals to map out strategic plans like the visual below. 

Challenge #5 - Meeting expectations

There’s a lot banking on you when you walk into a leadership role. The Guide breaks down daily, monthly, quarterly, and yearly action items to rise above competitors, as well as a list of methods and how to successfully execute them (Case Studies, Surveys, Focus Groups, Pitch Decks, Field Research) to keep the customer at the forefront of every move. 

---

Not a current or soon to be VP of Marketing? No worries, we have other career advice blogs here, as well as a Guide to a New Role for Marketing Directors. Even if you are not currently in this role, it is helpful to understand the expectations of team members to understand how each person makes up a piece in the puzzle. Feel free to download the guide, or ask us how else we can assist you in your marketing journey!