Senior Marketing Leadership Essentials: What Directors & VPs Need to Succeed

• Operating as an Enterprise Leader
• How to translate company strategy into actionable marketing priorities
• How senior marketers influence business decisions, not just marketing decisions
• Effective communication at the “right altitude” for C-suite and cross-functional partners

Building & Leading High-Performing Teams

• Team structure models and how to determine the right fit for your organization
• How to define roles, streamline workflows, and prevent “random acts of marketing”
• Leadership behaviours that elevate performance, autonomy, and accountability

Budgeting & Resource Allocation for Senior Leaders

• How to make financially sound resourcing decisions aligned to commercial outcomes
• Building a compelling business case and anticipating CFO objections
• Using financial insights to prioritize work and protect your budget

Agency & Vendor Leadership

• When and how to run an RFP and what to avoid
• How to negotiate pricing, retainers, and scopes of work with confidence
• Setting expectations, improving accountability, and managing multi-agency ecosystems

Cross-Functional Alignment & Influencing Without Authority

• How to establish shared goals with Finance, Sales, Product, and Operations
• Decision-making models that reduce churn and accelerate alignment
• Tools for navigating competing priorities and constructive conflict

• Practical frameworks for team design, prioritization, and cross-functional alignment
• Templates for agency scopes, negotiation planning, and senior-level communication
• Interactive exercises applying leadership scenarios to real-world challenges
• A reference toolkit to support budgeting, resourcing, and decision-making
• Greater confidence operating at the Director/VP level and influencing business outcomes

• Directors, Senior Managers, and VP-level marketing leaders who want to strengthen their leadership, operational, and commercial capabilities.
• Highly relevant for those stepping into expanded responsibilities - team leadership, budget management, agency oversight, or cross-functional influence - and for leaders preparing to operate more effectively at the executive level.

Joanne Pawlicki
Pawlicki Marketing & Communications

Joanne Pawlicki is a global marketing and branding expert with over 20 years of experience driving growth across four countries, eight industries, and 30+ brands—including Kellogg’s, Nestle, Cineplex, and the CN Tower. Her expertise spans brand, product marketing, communications, digital, and loyalty, developed through leadership roles in top-tier CPG, retail, entertainment, and food organizations.

One of Joanne’s core strengths is strategic planning. She has developed and executed marketing strategies from the ground up for over 10 organizations, balancing consumer insight, creativity, and commercial discipline to drive clarity and results. At Cineplex Entertainment, she introduced a structured brand-building approach that defined brand identities across core businesses, shaped go-to-market roadmaps, and unlocked new revenue streams through cross-functional alignment and enterprise-wide strategic partnerships. Whether for start-ups, Fortune 500s, or billion-dollar enterprises, Joanne consistently builds marketing plans that align business objectives with bold brand ambition.

Currently, Joanne leads her consulting firm, Pawlicki Marketing & Communications, where she helps brands solve strategic challenges, transform perception, and accelerate growth. She also serves as the Finance Officer on the board of the Toronto chapter of NextUp, an organization dedicated to advancing women in business.

Cancellation or transfer of registration must be received by e-mail to learning@thecma.ca no later than ten (10) business days prior to the date of the training to receive a full refund. No refunds will be given for cancellations made less than ten (10) business days prior to the training date. If you registered for a training but are unable to attend, substitutions* are welcome any time prior to the original registration training date at no extra cost.

*Substitutions refer to the transfer of a registration from one individual to a colleague