Multi Marketing Talent - Thriving in multisite or multibrand teams

It isn’t often that one comes across many UKI or EMEA marketing leaders from diverse backgrounds, but it feels like the profession is moving in the right direction - especially in the hospitality, travel, hotel, and aviation sector.

At UK’s Institute of Directors recently, I listened to experts in the marketing field while contributing international perspectives on nurturing marketing and commercial talent pipeline in multisite and multibrand businesses across the UK, Ireland, or wider EMEA region.

Having hired, developed, and performance managed teams across 4 countries and 3 continents, here are my top three reflections on the challenges faced by international professionals working in UKI or EMEA marketing, brand, loyalty, and commercial roles:

1. Get a mentor: There are significant cultural differences in workplace dynamics within a British office compared to other countries. Learn from those who have survived and thrived while staying true to their values - mentors also don't always have to work in your company.

TIP: Don't struggle in silence. Get an industry mentor or leadership marketing coach early in your journey. Also, your boss might not always be the best mentor choice...

2. It's not always about you: A recent Be Inclusive Hospitality report found that 53% of talent from ethnic backgrounds hold postgraduate degrees compared to 14.1% from non-diverse cohorts. Yet it is the latter that seem to gain faster career progression.

TIP: Be proud of your accomplishments, stay positive, and continue contributing to the success of your team. Workplace power and politics is real - it exists in many industries and will continue to exist long into the future. It is important to talk about potential scenarios with your mentor, recognise the signs, and develop strategies to navigate the complexities of office life.

3. Your differences make you unique: Diversity in marketing and commercial roles is an asset, especially if you come from a so-called BAME (Black, Asian, Minority Ethnic), so-called POC (Person of Colour) or LGBTQ+ (Lesbian, Gay, Bisexual, Trans and Queer) background. The languages you speak, the target audiences you can help grow the business in , the ability to influence international cultures and stakeholders, the work ethic that you bring to your role - there is no one quite like you.

TIP: Find a boss and a team that will help bring out the best in you - there are many out there waiting to welcome you.

In summary, it can be challenging to work in multisite, multibrand, or multimarket business environments across the UKI and EMEA region - especially when you are in commercially critical roles such as brand, marketing, loyalty, social media, digital, partnerships, sales, revenue management, and PR. At the same time, having the right mindset and the right support network could help international talent with career progression and thriving in these workplaces.

Contact Newton for a confidential chat around your challenges and how an international marketing leader could help you achieve your goals for this year.