Bárbara Malagoli „Allyship“ 2021

MARKETING IN TIMES OF SOCIETAL CHANGE

When female leaders take over marketing teams — what changes?

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…