Brooke Kruger’s Post

Always appreciate these insights from Brooke Kruger; and one of the reasons she is one of the best in the business. This point especially resonated: "What a comms leader was responsible for years ago is not the same today. The function is always expanding to cover everything from narrative building, media relations, content creation and beyond." The day to day for comms has changed dramatically in the 20 years I've worked in this function; even my own role now includes Brand Marketing. But what hasn't changed and why I love working in this field is the way that comms continues to serve as sounding board, connective tissue with marketing and trusted advisor on complex issues impacting the business.

Replacing senior marketing professionals with inexperienced marketing people never works. That's why Fractional CMO can help..Giving you director level experience for a fraction of the time with a fraction of the cost.

Good example on how some companies think they can achieve success easy focusing on execution but not considering strategy as a key element in the business structure. This often leads to failure which has a way higher cost than paying for an experienced professional. The key is finding that critical balance between short term demand generation and long term brand building in all aspects.

Great insights Sinead Willis. This has been a problem for decades, but I still see companies making the same mistake. Short-term savings in people costs ultimately comes full circle when the ROI isn't there. #marketing #MarketingLeadership #SeniorMarketers #MarketingStrategy

I made a mistake hiring a Media Buyer last month. It cost me two weeks, money, and energy. Here’s how you can avoid that. The Key? ONBOARDING. Know your leadership style and company culture. Then, share this with your team from day one. They need to know: 1. What to expect. 2. What you expect. 3. Your company’s core values. 4. They can ask for help. Your team drives your business. Support them. Care for them. Create success together! #team #leader #business #sales #marketing #talent #hiring

In case you are interested

I think the biggest step in the Just Socials 2 years history. Hiring another Director, I never thought I would be in a position to do this but I read a quote a couple of months back saying you need to employ people that are strong at your weaknesses, and it’s so true…I am doing that. Let’s go 5 Year Growth Plan ✨🙏 #newbusiness #socialmediamarketingagency

This is a post for VP's hiring new team members Have you thought of "WHy someone should come and work for you?" What is your brand? Is your recruiting team communicating this? How are they communicating this? By the end of the first call, do the candidates say "I would like to work for this person?" This is someone I can work with and grow! Each interaction is an opportunity to create your image, your brand. This goes both ways - for clients and candidates. Candidate and Client experience is real! Talk to us to understand how to get this right! #employerbranding #recruiting #executivebranding

First, I want to thank everyone who was so kind and reached out after I posted about the layoffs on Tuesday. People I worked with years ago and people I need to connect with more often have offered to help in whatever way then can and I so appreciate it! Maybe I should get laid off more often 🤣 Below is a little more context on what I'm looking for in case any of you are hiring or hear of people hiring. I know titles are all over the map, so willing to consider related titles outside of the ones below. 𝗥𝗼𝗹𝗲: Leadership level role in Marketing Communications, Public Relations, Communications, Brand Marketing, Internal Communications, Integrated Marketing 𝗪𝗵𝗮𝘁 𝗱𝗼 𝗜 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗱𝗼? In a smaller company, I'm open to running any aspects of marketing. I've grown several departments from the ground up and LOVE to do this. That includes PR, social, customer advocacy, content, demand gen, analyst relations, rebrands, internal comms, and pretty much everything in between! In a larger company, I prefer to focus on the Marketing Communications aspect (PR/External Comms, Social, Customer Advocacy, Internal Comms, Content). 𝗦𝘁𝗿𝗲𝗻𝗴𝘁𝗵𝘀/𝗦𝗸𝗶𝗹𝗹𝘀: ☑️ Managing high performing teams in B2B SaaS & tech ☑️ Strategic Brand Messaging & Positioning ☑️ Integrated Marketing Communications ☑️ External Communications & Public Relations ☑️ Executive Thought Leadership & Spokesperson Training ☑️ Social Media Strategy & Community Engagement ☑️ Customer Advocacy & Reference Programs ☑️ Media Relations & Analyst Engagement ☑️ Cross-Functional Collaboration & Stakeholder Alignment ☑️ Crisis Communication & Reputation Management ☑️ Content Development & Multichannel Campaigns ☑️ Data-Driven Marketing & Performance Optimization

I recently spoke to a VP of Marketing who joined a company that initially had aimed to "save" on senior hires by building out a junior marketing team. By the time the VP arrived, the junior marketing team had already spent half of the recent funding—multi millions—on marketing tactics that ultimately didn’t drive revenue. It wasn’t long before the company was facing serious challenges, leading to widespread layoffs. Hence the urgent need to bring in an experienced leader who could allocate resources wisely. Within a short time, this VP turned things around with a fraction of the budget delivering strong ROI. This isn’t the first time I’ve seen this approach backfire. Companies try to “save” by cutting senior talent—only to end up losing even more when ineffective strategies don’t generate ROI. Hiring experienced professionals who can strategically allocate spend is a true investment. They know how to prioritise high-ROI activities, scale what works, and avoid costly pitfalls. 📈 Saving on senior hires doesn’t always save you money; it can often just delays the real investment needed to get results. I'm guessing fractional consultants might have seen these scenarios quite often? Does anyone else notice this trend? #marketing #leadership #ROI #hiring #seniorappointments