Bárbara Malagoli „Allyship“ 2021

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MARKETING IN TIMES OF SOCIETAL CHANGE

When female leaders take over marketing teams — what changes?

Michael Schmidt
2 min readMay 27, 2022

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I would like to hear your thoughts and observations: Have you witnessed any change when marketing teams switch from male to female leadership?

Why am I asking?

There is something in the air. It has been for quite some time.

  1. Leadership positions in general are harder to achieve for women than for men (OIF, 2020).
  2. When women finally take over management of teams or companies, studies show they typically lead in a different way than men (DeGroote, 2013).
  3. As a result, their leadership fuels certain stereotypes, but also generates more net revenue and profit (PIIE, 2016).
  4. Still, people expect it to take another 50 years before we have gender equality in leadership positions (IBM, 2019).

Better to start talking about it more.

Is female leadership in marketing more consensus- or consent-driven?

In my experience over the last 15 years working for male-dominated industries like automotive, finance or CPG, I have seen many changes in leadership at the clients and partners I have been working with, from C-level to…

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Marketing in times of societal change
Marketing in times of societal change

Published in Marketing in times of societal change

The climate crisis, toxic masculinity and feminism are three things that are tied together — that’s why I see a need to challenge clients and the marketing industry on all three. I write to clarify my thinking and hear other perspectives.

Michael Schmidt
Michael Schmidt

Written by Michael Schmidt

Mobility Lead & Creative Director at Virtual Identity w/ 15 years XP on mobility brands in digital, blogging about #strategy, the #ClimateCrisis, and #AppleCar.

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