I had two clear mandates:

1. Improve team engagement and collaboration for a big unit largely hired during COVID lockdowns, and

2. Raise the creative bar in an ecosystem that was still grappling to position its various products and verticals for across-the-funnel marketing communication.

It was a different kind of challenge with protocols, processes and measurements I was never exposed to. Taking it head-on, I worked closely with HQ and regional marketers to streamline brand guidelines, build global campaign playbooks, set up quality-checking directives, and influencing value proposition and messaging framework discussions. All the while staying true to my core and overseeing engagement and evaluation processes for the Team guided by fairness, transparency and empathy.