Business Opportunity
“This strategy would serve as a launchpad for creating an enterprise shared services marketing model.”
Under Nathan's leadership as the first VP of Marketing, the company underwent a foundational shift, moving from a decentralized marketing model to one more strategic in nature. The subsidiaries across Rohit had outgrown the existing marketing structure having recently undergone vertical integration, division expansion into new markets, and rapid growth of staff across multiple departments. To realign, Nathan led this strategic marketing transformation by undertaking development of a multi-year National Marketing Strategy (national strategic marketing plan).
This strategy would serve as a launchpad for creating an enterprise shared services marketing model. Where the priority became to centralize processes, enhance internal service delivery, formally establish strategic marketing objectives, define key investment areas, and put in place marketing performance metrics within each subsidiary. Thus, transforming marketing into a strategic function across the organization.
Actions + Outcomes
01 Research and Engagement | Establishing the foundation.
“Like any good strategy, this work started with a robust research and engagement process…”
Like any good strategy, this work started with a robust research and engagement process that led to creation of a situational analysis and full appreciation of the current state. Breaking this phase down, there were several key steps that were taken.
First, strategic and tactical plans, financial reports, and business processes were collected and reviewed across each division.
Second, all staff within the marketing department, along with key stakeholders, participated in 1-on-1 engagement sessions. Key topics of exploration, included marketing activities in-play, customer journeys, analytics and business intelligence, lessons learned, organizational culture, job autonomy, job satisfaction, leadership support, recognition, and having the right tools to perform (an online survey was utilized to determine the latter).
Third, the full executive team was thoroughly engaged, both individually and collectively. This phase of discovery focused on understanding organizational and financial performance, market position, strategic opportunities, and competitive threats, as well as the extent leaders felt connected to staff, culture, and opportunities for development.
Findings from the research and engagement phase were grouped, and then themed into overarching categories.
02 Plan Design | How it all came together.
Moving into plan design, Nathan shaped these categories into strategic pillars; identifying the priority areas for strategic attention and investment over the next three years.
Strategic pillars were then built-out into robust sub-plans, or more specifically, four modules that would collectively shape the National Marketing Strategy. Each module containing business objectives, strategies, pivotal tactics / areas of investment, a timeline, performance measures, as well as a stakeholder needs assessment.
These four modules were produced and rolled out sequentially, following executive team approval, in order to expedite commencement of implementation.
03 Plan Overview | The main components.
➤ Module 1: Brand Transformation
Focus Area 1: Brand strategy, brand architecture, and brand building.
Focus Area 2: Brand controls and activations.
Focus Area 3: Brand image / reputation management, partnerships, and affinity marketing.
Focus Area 4: Change management and internal branding.
➤ Module 2: Digital Transformation
Focus Area 1: Website strategy and governance.
Focus Area 2: Existing digital channel and technology stack optimization.
Focus Area 3: Future digital channel adoption and integration.
➤ Module 3: Workforce Transformation
Focus Area 1: Workforce and job design.
Focus Area 2: Staff performance, development, recognition, and culture.
Focus Area 3: Strategic growth, resourcing, and recruitment.
➤ Module 4: Tactical Planning Transformation
Focus Area 1: Annual tactical planning framework (at the divisional level); standardizing methodology, plan components, and mid-period review across subsidiaries.
Focus Area 2: Annual budget development, approval, and management.
Focus Area 3: Marketing financial performance measures and quarterly reporting.
➤ About Rohit Group | Rohit, more formally known as Rohit Group, is a national real estate organization that is headquartered in Edmonton, Alberta. Rohit operates five key subsidiary divisions, which include land development, home building, commercial, residential, and healthcare infrastructure. Collectively, these divisions hold over $1B in assets under management across Canada.
