Over the past few months, I’ve had the opportunity to teach and mentor marketers from a range of organisations. And one thing has stood out time and time again: the gap between theory and practice.
It’s not that people don’t know what marketing is or why it matters.
Many of the professionals I’ve worked with are sharp, knowledgeable and passionate about their roles. But when it comes to putting strategy into action, things often get lost in translation. The reality is, knowing what to do is very different from knowing how to do it, especially when your day is spent juggling priorities, responding to internal requests, and trying to keep up with a relentless pace of delivery.
Having spent most of my career agency-side, I know this world well. Clients often come to us not just for creative solutions, but for clarity. Why? Because agencies typically have a high volume of clients facing a variety of challenges, and with that comes perspective.
We can spot patterns, offer insight and guide decision-making because we’re one step removed from the internal pressures and dynamics. That distance is powerful.
But for in-house marketers, that distance doesn’t exist. They’re in it. They care deeply about doing a good job but are often working flat out just to stay on top of delivery. Carving out space to think clearly, re-align with strategy, or lead with intention can feel like a luxury when really, it should be the norm.
The time I’ve spent working closely with marketers, whether in group settings or one-to-one, has shown me something important. When we step back from the daily noise and look at the real challenges in front of us, together, something shifts. It becomes easier to connect the dots, see the big picture, and take action that’s focused and meaningful.
Sometimes, all it takes is someone outside the day-to-day who can help you zoom out and see things differently.
That’s what sparked the idea for the Marketing Development Programme. I’ve built it around real-life challenges, not theory. The sessions are practical, grounded and designed to work in the messy, fast-moving reality that most marketers operate in. It’s about equipping people to lead, to influence and to create impact in their organisations, whether that’s through a one-day immersion, a team workshop, or ongoing mentoring.
In a conversation with Nicola Winn, Chair of Creative Bridge, she remarked that this programme is “so me.” And I smiled, because she’s right. It speaks to what drives me: helping people grow through positive change. Supporting individuals and organisations to become better versions of themselves.
But there’s another reason I’m so passionate about this.
I care deeply about the future of our profession. I want to pass the baton to the next generation of marketers, and I want to see them thrive. Too often, marketing is still seen as the team that “does the comms” or “makes things look nice.” It’s up to us to shift that perception. And it starts with developing our own depth of knowledge, building our strategic thinking, and growing our leadership skills.
Because we can’t expect others to see us differently if we don’t invest in ourselves first.
If you’re a marketer who’s been running at 120mph, caught in a cycle of reacting rather than leading, this programme is for you.
If you’re a team leader trying to carve out space for strategy but getting pulled back into the weeds, this programme is for you.
If you’re ready to refocus, realign and lead with greater clarity, I’d love to work with you.
Let’s take the time to lift our heads, reset and return to the activity with intention. The future of our profession and our organisations depends on it.
