GROWTH IS GREAT! But is your organisation growing with it?

After years of rapid growth, this global consumer brand had reached a new chapter. The focus was no longer simply on growing fast, but on building the kind of stable, well-oiled organisation that could support what came next.

Marketing had an important role to play in that shift. Rather than being seen as a cost centre, it wanted to become a connected engine for growth. Bringing global and regional teams together, creating greater efficiency, and giving the organisation the foundations it needed for its next phase.

That meant it was time to rethink not just the structure of Marketing, but how the organisation worked together.

Big questions and decisions

Updating an organisation can be challenging, but we didn’t start from scratch. We brought what worked and the best ideas together. This gave us a coherent starting point.

Then we asked the practical questions. How do we create global consistency and efficiency? Which capabilities and responsibilities need to stay regional? And how do we create stronger connections between the marketing team and the rest of the business?

A structure to build on

Those decisions shaped a new organisational design that was built around how the wider business actually worked. To ensure Marketing spoke the same language as the rest of the organisation, we organised around categories, rather than just brands.
We mirrored the structure globally and regionally. That made counterparts clearer and collaboration easier. We also introduced new teams to build capabilities that were critical to turning Marketing into an engine for growth.

Then we made it practical: clarifying the scope of roles, writing job descriptions, decide what capabilities needed to be recruited or outsourced, etc.

The real work starts when the org chart is done

Doing all that work is just the beginning. Bringing the new organisation design into practice is the real work. Friction and challenges started surfacing when teams started working in the new way.

But that is the point! No organisation chart can predict this; only reality will show you.

We helped teams improve key processes, strengthen collaboration, and create daily routines that worked for them. In the real world.

Change that sticks

Our approach was future-minded, grounded in the organisation's realities, and with the human aspect front and centre. We designed for what marketing is today, while creating room for tomorrow. Not everything in that picture for the future is in place yet, but the direction is clear. And now the organisation has the foundations to grow into it.

Teams have settled into their roles, new ways of working are taking root, and the next round of improvements is already emerging. That's the nature of organisational change. You don't just launch it and walk away. You keep learning, adjusting, and making it work.

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