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International Marketing Organization Structures

Written by Shane Redding

, 
  • Digital, Direct and Data Marketing Consultant
, 
  • Think Direct

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How should a high performing marketing team be structured, run, and fit within an organisation with an international or global operation and footprint?
This model looks at different structures and operating models for the marketing department depending on the type of organisation and was developed by two experts on Propolis, B2B Marketing’s community intelligence platform.

The key types of organisation are:
– National
– International
– Global
– Glocal

The model provides a framework for how to best structure marketing in different organisations looking at key aspects such as marketing strategy, budgeting, production and use of resources.

This model was jointly developed by Shane Redding and Scott Stockwell, both strategy and evolution experts at Propolis. There are 30 such experts on hand to share their expertise and experience as well as offer 121-support on Propolis, a community intelligence platform that enables B2B marketers to enhance strategy, build a world-class marketing function and deliver tangible ROI. Joining Propolis also gives you access to a raft of tools, guides and best practices to drive and execute innovation as well as live and on-demand training, workshops roundtables and briefings.

 

 

This is one of eight models and guides produced every quarter by the Propolis Experts, each designed to help develop knowledge and drive efficiencies across your marketing campaigns. The full set of models and guides is available exclusively to Propolis members.

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Shane Redding

Strategy and Evolution Expert
Shane is an independent consultant and expert trainer on strategic marketing and digital transformation with 30 years experience. She enjoys using her skills, network and knowledge to help global businesses transform their marketing by choosing and implementing strategies that work for them and their customers. Shane’s background includes deploying data, software and leading teams to make a real difference to results.   Her global clients include Ebay, Sika Group AG, Maersk Drilling, United Nations ITU division and she has previously worked with DnB, Thomson Reuters, Lexis Nexis, The Institute of Directors and Cisco as well organisations across professional services, manufacturing, membership associations, media and more. Shane enjoys portfolio working and also holds a number of board advisory roles with fast growth companies looking to build and exit, applying her experience of management buyouts and trade sales.

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