Agility in Marketing
Through the Agile Business Awards, we aim to recognise organisations' achievements relating to agility in marketing. Whether your organisation uses a specific framework, a hybrid framework, or more of an overall agile mindset approach supported by a selection of tools and techniques.
Agile Marketing is about keeping up with the speed and complexity of marketing today by adopting new ways of working. Award entries are reviewed within the broad perspective of the Framework for Business Agility and against the criteria laid down by the values and principles of the Agile Marketing Manifesto.
Wednesday 22 March
3.35pm – 4.05pm
Saba - From “Infrastructure” to “Mobility”: making Agile Marketing work at Saba
Saba - From “Infrastructure” to “Mobility”: making Agile Marketing work at Saba
Agility in Marketing
In this story, Sylvia will describe the context of Saba's "Agile Story", explaining what they did and how they did it. She'll provide an overview of the framework they're using and address the key question: What do you mean “It works!”??
Sylvia Rausch
As Marketing Director of Saba, Sylvia has kick-started and driven a customer-centric digital transformation in an industry pivoting from “Infrastructure Management” to “Mobility”.
She considers the “Agile” framework that she discovered in 2016 and that she has applied ever since with the group’s global Marketing team and strategic partners to have been instrumental in this success. Putting the customer at the center, listening to her, and aligning the organization around these insights to assure on-going relevant value-creation have been at the heart of her professional career, in both B2B and B2C environments. A digital optimist, she declares “Constant Beta” her life philosophy.
Sylvia is Austrian and has been living in Barcelona with her husband and 3 now adult daughters for many years.
- Email:
- [email protected]
- LinkedIn:
- https://linkedin.com/in/sylvia-rausch/
Saba
Saba is a benchmark industrial operator in the development of solutions in the field of urban mobility, specialising in car park management. Saba has a workforce of 2,000 employees and is present in 180 cities, nine countries in Europe and Latin America, managing more than 1,000 car parks and nearly 400,000 parking spaces.
- Twitter:
- @My_Saba_es
- Website:
- www.saba.es
- LinkedIn:
- https://linkedin.com/company/saba_group/
4.10pm – 4.40pm
NatWest Group - What IS Agile?
NatWest Group - What IS Agile?
Agility in Marketing
The journey from this very question, to a new way of thinking and working.
NatWest Group
NatWest Group is a relationship bank for digital world. We champion potential; breaking down barriers and building financial confidence so the 19 million people, families ad businesses awe serve in communities throughout the UK and Ireland can thrive.
- Website:
- www.natwest.com
4.45pm – 5.15pm
Save the Children - Agile Marketing: An ever evolving journey
Save the Children - Agile Marketing: An ever evolving journey
Agility in Marketing
In 2019, Save the Children UK turned to Agile as a guiding philosophy to shape our new culture of work and approach to fundraising and marketing. As we laid the structural foundations, we also launched a culture change initiative that put diversity, inclusion, safety, transparency, collaboration, customer focus, and respect at the heart of how we work. The changes, while not always painless, have enabled a culture of ever greater experimentation, belonging, digitalisation and risk taking. Ruth will take you through the journey so far, and the lessons learned.
Ruth McCarthy
Ruth has been a Scrum Master and Coach at Save the Children UK since 2020. She works with cross-functional teams and senior leadership to cultivate agile culture within the organisation, with a focus on transparency, outcomes, prioritisation and continuous learning.
Ruth has supported the teams within Marketing Delivery since the beginning of their agile journey, when the department restructured into multi-disciplinary squads working in scrum. Today the department has evolved to a more flexible model, using a combination of agile values and principles to plan and deliver effective fundraising and marketing.
Ruth’s career at Save the Children UK began in the Creative Team in 2017, where she held a number of roles before stepping into the role of Scrum Master in 2020.
Prior to this, Ruth worked for over ten years in the television industry as a Production Manager specialising in delivery of factual programmes.
- Website:
- www.savethechildren.org.uk/
- LinkedIn:
- https://linkedin.com/in/ruth-mccarthy-07971922/
Save the Children
Save the Children exists to help every child get the chance of a future they deserve. In more than 100 countries, including the UK, we help children stay safe, healthy and learning – finding new ways to reach children who need us most. We lead the way on tackling big problems like child pneumonia, hunger and protecting children in war, while making sure each child’s unique needs are cared for. For over a century, we’ve stood up for children and made sure their voices are heard. We wrote the treaty that sets out the rights of every child – and we’ve been upholding them every day since. With children, for children, we change the future for good.
- Website:
- www.savethechildren.org.uk/
5.20pm – 5.50pm
Agility in Marketing Panel
Agility in Marketing Panel
Agility in Marketing
Meet the Panellists
Melissa Reeve
As co-founder of the Agile Marketing Alliance, SAFe contributor and Agile marketing thought leader, Melissa has over 25 years of experience leading marketing teams in the high tech, education and agile spaces. Prior to co-founding the Alliance with Jim Ewel, she created the Agile Marketing with SAFe course, founded the SAFe Business Agility podcast, and helped lead the evolution of the Agile Marketing Manifesto in 2021. An active speaker and thought leader in the Agile marketing space, Melissa lives in Boulder, Colorado, USA with her husband, chickens and dogs, where she enjoys hiking and gardening.
- Email:
- [email protected]
- Website:
- www.agilemarketingalliance.com/
- LinkedIn:
- https://linkedin.com/in/melissamreeve/
Andrea Fryrear
Andrea Fryrear is CEO and co-founder of AgileSherpas. She specializes in organizational design and executive coaching, but now spends most of her time focused on the vision, culture, and strategy of AgileSherpas.
Prior to co-founding AgileSherpas, Andrea spent over a decade in marketing. Her roles included content strategist, content marketer, project manager, and editorial assistant for both brands and agencies. Once she discovered Agile ways of working, however, she dove in and has never looked back.
Andrea is one of the co-authors of the ICAgile Marketing Agility curriculum, as well as two books on marketing agility: Mastering Marketing Agility and Death of a Marketer. She holds numerous Agile certifications, including Certified Agile Leader (CAL-1), Certified Professional in Leading with Agility (ICP-LEA), Certified Agile Coach (ICP-ACC), Advanced Product Owner (A-CSPO), Scrum@Scale Practitioner, Certified Professional in Marketing Agility (ICP-MKG), ICAgile Certified Instructor, and Certified Scrum Master (CSM).
Her non-Agile achievements include a Bachelor’s degree in English from Austin College and a Master’s degree in Women’s Studies from Oxford University.
Although once referred to as “The Beyonce of Agile Marketing,” Andrea does spend time away from her kanban board occasionally. Her favorite pastimes are camping, skiing, and hiking in her adopted Colorado home, ideally followed by a local microbrew and a British mystery novel.
- Website:
- www.agilesherpas.com
- LinkedIn:
- https://linkedin.com/in/afryrear
Zoë Merchant
Zoe Merchant is the founder and managing director of Bright, a strategic B2B marketing consultancy that gives marketers the power to do great work and deliver business results. With over 20 years of experience in agile marketing, she helps clients reinvent their marketing operations, align with business goals, and deliver tangible value.
As a leader and innovator in her field, Zoe has been recognised as a top 10 women leader of 2020, a 3x #40overforty advertising and marketing leader, and a #CannesLions70 Creative B2B juror in 2023. She is also a certified Agility in Marketing professional and a member of the Bank of England Decision Maker Panel.
Zoe is passionate about investing and reinventing marketing teams, promoting diversity and inclusion, and championing marketing's role in business transformation.
Panel Host
Pamela Ashby
I’m a career marketer, qualified coach, Scrum Master, Agile Marketing & Leadership coach and trainer who’s worked with leaders and teams in large organisations to improve their agility. I set up the Marketing Agility Community Meet-up and was part of the team that updated the Agile Marketing Manifesto. For me, the Agile Business Consortium has an important role as an agnostic and inclusive professional body, advancing business agility worldwide. As Strategist, I’m happy to contribute to that goal. When not at my computer, I like to be outside – walking, gardening, and enjoying the English countryside.
- LinkedIn:
- https://linkedin.com/in/pam-ashby/
Thinking of applying for 2024 awards?
Who can enter or nominate:
- Organisations intentionally aligning their marketing to agile principles and practices
- Organisations including marketing in a wider agile transformation
- Organisations applying agility only within marketing
- Membership of or affiliation to the Agile Business Consortium is not required
- Organisations also entering other categories of these awards
- Organisations may nominate themselves to enter
Who cannot enter:
- Organisations sponsoring this award are not eligible to enter
- Third parties representing an organisation are not permitted
Agility in Marketing Sponsors:
Agile Marketing Alliance
The Agile Marketing Alliance is the only free, global online community focused on Agile Marketing. We are passionate about Agile marketing, and have a mission to learn, share, and grow together. We strive to help ourselves and each other to become better marketers, to advance our careers, and to rediscover the joy of marketing.
Our community provides access to knowledge, events, peer interaction, toolkits and more.
- Email:
- [email protected]
- Website:
- agilemarketingalliance.com
- LinkedIn:
- https://linkedin.com/company/agile-marketing-alliance/
AgileSherpas
AgileSherpas is the world’s leading Agile marketing training, consulting, and coaching organization. We guide marketing departments and other non-technical teams to high performance by translating successful Agile ways of working to then be applied toward specific functions.
@AgileSherpas
- Twitter:
- @agilesherpas
- Website:
- www.agilesherpas.com
- LinkedIn:
- https://linkedin.com/company/agilesherpasllc/
Bright
We are Bright, the game changers of B2B marketing
Our team is made up of forward-thinking agile marketing practitioners who use data driven insights to drive continuous improvement and transformation with our clients. Helping them connect with customers more effectively on every level - from strategy and throughout execution.
#agilemarketing #marketingagility
- Twitter:
- @TheBrightTeam
- Website:
- www.brightinnovation.co.uk
- LinkedIn:
- https://linkedin.com/company/bright-innovation-uk/
SeedingEnergy
SeedingEnergy is a boutique company. We provide support to unlock your team’s potential and reach new heights through facilitation, customised trainings, and coaching. We are experts on individual/team talent and skills development as well as Agile ways of working (WoW) to accelerate and boost your team’s efficiency, client-centricity, communication, and collaboration, …
@seedingenergy
#agilewow4all #agilemarketing #marketingagility
- Twitter:
- @SeedingEnergy
- Website:
- seedingenergy.com
- LinkedIn:
- https://linkedin.com/company/seeding-energy/