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  • — Case Study – Driving marketing excellence through a global skills framework

Driving marketing excellence through a global skills framework

Our client’s challenge

A large global pharmaceutical organisation operating in oncology identified a critical development need: there was no common definition of what “great marketing” looked like across geographies. With marketers working in siloed or inconsistent ways, opportunities for excellence, alignment, and growth were being missed.

More than just skill-building, the client wanted to shift mindsets—to help marketers understand that capability development was not a remedial exercise, but a strategic lever for both personal and business growth.

Our solution

We co-created a comprehensive, global capability development programme in close partnership with internal experts and experienced marketers. The programme was anchored in relevance, engagement, and practical application.

Key components included:

  • Future-Focused Capability Framework: A globally consistent framework that outlined the critical capabilities required at every level of marketing proficiency.
  • 360 Feedback Tool: Designed to facilitate coaching conversations, highlight development opportunities, and encourage reflection.
  • Interactive Learning Solutions Guide: A curated catalogue of learning experiences mapped to identified needs, enabling a truly personalised learning journey.
  • Creative Communications Campaign: To drive internal engagement, we launched a visually engaging and emotionally compelling campaign, including manager toolkits, employee video testimonials, regional leader endorsements, infographic guides, and Degreed learning assets.

The impact

Following a successful pilot in two markets, the programme was launched globally across Oncology. Its success laid the groundwork for expansion: it has since been adapted for global Sales teams and is currently in development for Medical functions.

The initiative not only improved capability across the board, it elevated the internal brand of learning and development. By positioning skill-building as a strategic investment, it fostered greater ownership and pride among marketers in their professional growth journey.