Agile and dedicated: Group Marketing’s new service model

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Group Marketing teams are starting to embed across Macquarie’s faculties and offices, in a new model of service delivery that will drive greater collaboration and efficiency in the University’s marketing activities.

Called ‘squads’, these teams comprise of communication, digital and event specialists, delivering to 12-month marketing plans with the support and resources of the wider Group Marketing team.

“This new service model responds to the need across the University to have more direct access to our specialists in Group Marketing,” said Chief Marketing Officer Elizabeth Horbach. “It is a shift in how Group Marketing operates, to a new ‘Agile’ way of working where we divide our work into 90 Day Commitments, and collaborate deeply with our stakeholders to deliver on their needs.”

Meet your dedicated squad on the Group Marketing webpage >>

In addition to the dedicated squads, faculties and offices will also be supported by two new Planning Directors, Fiona Rooney (offices) and Mark Fallon (faculties), who will drive the delivery of the 12-month marketing plans.

A new way of working together

Group Marketing’s new service model is underpinned by the introduction of Agile Marketing, a set of processes and tools used by many leading organisations to bring greater efficiency, collaboration and responsiveness to their activities.

Macquarie staff should notice improvements, including:

  • Increased speed and efficiency of execution through enhanced communication channels to Group Marketing, improved planning and project management processes, and more opportunities for optimisation of activities across cross-functional teams.
  • Better response to customer needs and dynamic conditions through greater collaboration with stakeholders and more frequent feedback loops.

Elizabeth says feedback on the new model has been positive: “Stakeholders can clearly see how a more collaborative and planned approach to marketing will help them achieve their desired outcomes.”

How should I request work from Group Marketing in the new model?

The Group Marketing website outlines specific contact points for marketing requests in each faculty or office, but in general:

  • Large campaigns should be discussed with the relevant Planning Director.
  • Smaller projects can be briefed into your relevant squad.
  • Small, ad hoc requests can be made via OneHelp or the appropriate self-service option.

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