Marketing Leadership Essentials

• 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, MBA, CM
Marketing Executive | CMA Instructor

Joanne Pawlicki is a senior marketing leader who has built her career across leading global organizations, including Coca-Cola, Nestlé, and Kellogg, with international experience across Canada, the UK, and Australia, before moving into enterprise-scale leadership roles at Cineplex Entertainment and Compass Group.

Her foundation in blue-chip CPG shaped a disciplined, insight-driven approach to brand and growth. She has since applied that expertise in complex, multi-unit and high-growth environments, where marketing must directly drive business outcomes. This has defined her approach: combining rigour with agility and applying a whole-business lens.

Joanne has led large-scale marketing mandates and transformations, including driving double-digit growth in multi-unit environments, leading a $1.7B division marketing scope, and restoring a $200M portfolio to 20%+ growth and category leadership. She is known for connecting strategy to execution and aligning cross-functional teams to deliver measurable commercial impact.

In addition to her corporate leadership experience, Joanne has worked in advisory and facilitation capacities, partnering with organizations to align leadership teams, strengthen commercial acumen, and unlock growth through more effective marketing. As a CMA instructor, she teaches budgeting, P&L management, and strategic marketing planning, and is recognized for delivering practical, engaging learning experiences.

Joanne is passionate about business and the role marketing can play in helping organizations grow and perform at their best.

Areas of Expertise

• Brand Strategy, Positioning and Architecture
• Strategic Planning and Market Analysis
• Go-to-Market Strategy and Digital Ecosystems
• Integrated Marketing Strategy and Campaign Development
• Customer Segmentation, Target Definition and Customer Insights
• Loyalty Strategy and Program Development
• Mission, Vision and Values Development
• Marketing and Organizational Alignment
• Strategic Partnerships and Growth Initiatives
• Executive Leadership, Team Development and Marketing Investment Planning

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