Interim Marketing Leadership – Building a Commercial Focus

Upon engagement, MODIV recognized the need for a more commercially focused marketing function. MODIV established a new team structure, driving a commercial mindset and conducting organizational design workshops to facilitate team restructuring. Planning workshops in Germany further aligned marketing strategies with broader commercial goals.

As the interim marketing lead, MODIV prioritized cross-functional collaboration, improving communication between revenue management, sales, and marketing teams. This approach fostered a cohesive marketing strategy, ultimately driving revenue-focused campaigns and initiatives.

Throughout the engagement, MODIV focused on several key initiatives to bring structure and commercial focus to the client's marketing efforts:

1. Organizational Design - MODIV restructured the marketing team, creating a new team design that fostered closer collaboration between B2C, B2B, and e-commerce teams. Ten new marketing team structures were proposed to support the client's commercial goals.
2. Campaign Planning and Execution - MODIV implemented a new campaign planning process that tied every marketing initiative to a commercial metric. This ensured alignment with the client's business objectives and allowed for better tracking of KPIs such as awareness, RevPAR, and market share.
3. Global Strategy and RFP Process - As the client transitioned to a more global perspective, MODIV led the first global creative and media agency RFP process, helping the client identify partners that could support their global growth ambitions. This involved evaluating and onboarding agencies that could bring a global perspective to the client's marketing efforts.
4. Cost Reduction - By introducing access to tools like Canva and InDesign and setting stricter guardrails on agency usage, MODIV empowered internal teams to handle creative work, reducing dependency on external agencies.

MODIV's efforts transformed the client's marketing department into a commercially focused function. By establishing new planning processes and enhancing cross-functional collaboration, MODIV laid the foundation for a more strategic marketing approach. The marketing teams, which previously operated in silos, were now working in alignment with revenue management and sales, fostering a more cohesive and efficient structure. This collaboration enabled the marketing function to align closely with revenue goals and business objectives, ensuring that every campaign and initiative was tied to measurable commercial outcomes.

Additionally, MODIV's leadership in the global RFP process provided the client with a broader perspective, setting the stage for expanded marketing capabilities on a global scale. The team's strategic interventions not only optimized internal operations but also prepared the marketing department to think beyond its traditional scope. By driving these changes, MODIV helped the client move from a regionally focused marketing strategy to one that was globally aware and commercially driven, empowering the team to contribute more effectively to the company’s overarching goals.