Author Archive

The rise of the marketing operations director

The complexity of modern marketing means companies are increasingly splitting marketing into operations and strategy, and increasingly they’re looking for marketing operations directors. (more…)

When marketing strategy is worthless

Imagine the following scenario: it’s the annual brand strategy seminar for a large, multi-national B2C company. The VP of Marketing goes on stage to present the new marketing model. (more…)

Marketing’s influence is not the goal, part 2

When marketers complain about the lack of influence at executive level they’re grabbing the wrong end of the stick.  (more…)

Telenor: Building marketing muscle through structure and accountability

When I was hired as marketing director for Telenor Denmark, the assignment was clear: “Make the marketing more digital and launch the Telenor brand”.

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What does ‘switchmode’ mean?

Switchmode – or switch-mode – is the name of a certain kind of power supply. Why is this power supply interesting? (more…)

Marketing’s influence is not the goal

Marketers want more influence within the business, with the ultimate validation being a seat on the board. But is this the wrong goal? (more…)

Switchmode in the media

Switchmode Consulting and Helene Venge is featured in Business Traveller Denmark, a special interest publication about business traveling. Read the feature here.

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Marketing analytics is not important

No, marketing analytics is essential. A new study about the use of marketing analytics referred in Strategy + Business concludes that (more…)

Triumph: Improving marketing performance for the long haul in a fast-moving market



It was late one afternoon in February when I received a call from a former Levi’s colleague. (more…)

From cardboard and crayons to content and convenience

“I know of a pharmaceutical company that only calls in a marketer when it wants to decide on the color for a new pill.” (Philip Kotler). (more…)

European head of marketing at strong international brand

Are you looking for your next senior marketing role? Switchmode is helping an executive search firm find relevant candidates for a senior European marketing role for an international apparel brand. (more…)

Feel-good branding

The other day I received a letter from my storage company. I rent a box there where I keep all sorts of stuff that I have no room for a home.

 

I was so delighted to get this letter. (more…)