Women in Leadership: Meg Galloway Goldthwaite, CMCO of The Nature Conservancy

Meg Galloway Goldthwaite

Noetic’s Women in Leadership series highlights strong women leaders across industries who inspire us personally and professionally – as leaders, collaborators, and humans. They are recognized and influential in their respective fields and they leverage their positions of leadership to uplift, encourage, and support other women. 

This month we are proud to feature Meg Galloway Goldthwaite, CMCO of The Nature Conservancy

What are you most excited about in going to The Nature Conservancy (TNC) to be their new CMCO?

Our world has got massive work to do, and we need to unite to dramatically lower the rate of biodiversity loss and drastically cut climate emissions – for the health of the planet and all living things. As the largest environmental NGO, TNC has the unique combination of skills, assets, and relationships necessary to get that massive work done. As a global leader generating solutions for these tough challenges, TNC is uniquely qualified to share breakthrough stories of that work in ways that shift minds, protect our planet, and save lives. I’m thrilled to be part of a team that champions the bond between brand and mission and the relationship between communications and social change.

Who has had the biggest impact on you and your career?

My grandmother was a Gold Star widow who went to work after my grandfather was killed in WWII. She worked hard, spent little, and sacrificed personal comfort for her family. She taught me that grit and determination can get you through nearly anything. She built a career, raised two kids alone, and saved enough money to travel the world in her retirement. 

My late friend and spiritual guide, Margaret, gave me the unconditional love I needed to hold up my head with grace and poise even on my darkest days when shame and fear threatened to overtake me. She also dressed like every day was a party, and I aspire to that. For some reason, my husband, Todd, thinks that I can do absolutely anything. And while he’s not right about that, he gives me the courage I need to walk into anything and at least fake it until I can figure it out. And for my last person, I’ll give you a three-for-one and name my kids: Marina, Liam, and Annabelle who push me to live so that when they think of caring, equity, and integrity, they think of me. At least that’s my aim when I roll out of bed each day.

If you had to choose one person who affected your career the most and who you’d pay tribute to, who would that be?

My dear friend and former boss, Joyce Dorris. I learned more marketing from her than anyone else. We worked together for 7 years. She has an unmatched ability to generate a vision and hold it ever-present as she weaves strategy, branding, and communications together to achieve it. She also taught me the value of packaging up an initiative and selling it – “Tie it all up with a bow” – she’d say. That woman could rock a PowerPoint deck like no one I’ve seen. I spend a good deal of time thinking, “What would Joyce do?”

What are the most important things marketers need to be thinking about as we get further into 2021?

As we continue to make our way out of the darkness of the 12 months, people will want to affirm the joys of being with friends, sharing a meal with family, traveling to cool places, etc. I think successful marketing and communications efforts will echo that return to simplicity and appreciation for basic love. I also think we’ll do well to show the power of people uniting. 

For new marketers, what is the one piece of advice you’d give for them to think about as they progress in their careers?

The same thing I say to my kids – be teachable. You never know where your next lesson lurks. Also, be kind. I appreciate the notion that people are more likely to remember how you made them feel than what you actually said.

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The World Has Changed…and so Have Your Customers

Photo by Emily Morter on Unsplash

One year ago, Kansas City was the Super Bowl Champ, Parasite was an Oscar winner, and many of us were getting ready to take off for Spring Break. What was only 365 days ago, now feels like a decade, after a year of face masks, social distancing, far too much loss, and (finally) a road toward vaccinations.

Normalcy may feel closer each day, but your perspective has most likely forever changed… and so has the perspective of your customers. Many of our clients have been able to survive (and even thrive) in these ever-changing times by doing three things with their customers consistently:

  1. Realizing their “today” is not like their “yesterday”
  2. Deeply listening (and then listening again)
  3. Responding dynamically to their customers changing needs

Noetic supports our clients through custom research to better understand how customer needs have evolved, ensuring meaningful results to those they serve and to their bottom line. Here are some examples:

Identifying changing consumer needs in a dynamic landscape  

In one of the hardest-hit industries, a travel-related client needed to pivot their business model as travel needs quickly evolved. Noetic designed and conducted a national quantitative study that uncovered growth opportunities based upon customers changing travel needs. 

Meeting consumer demand where they, and you, need it most

An academic institution was looking to better connect with, and serve, its audience(s) in these virtual and uncertain times. Noetic leveraged existing secondary research combined with custom qualitative to help prioritize audience focus and messaging priorities. This prioritization and focus became the foundation for their 2021 planning and fundraising efforts, activated within a Noetic-led co-creation session.

Reimagining core metrics and tracking 

As part of their annual planning cycle, our fortune 500 financial client was looking to establish metrics that captured their refreshed 2021 thinking and tie them to quarterly and yearly goals. Noetic helped craft and finalize SMART* metrics and an approach for leadership alignment. Codifying and tracking dashboard metrics enables team members to prepare for the future, with the ability to pivot as business needs and dynamics change quickly.

*SMART = specific, measurable, achievable, realistic, time-bound

Do you have a clear understanding of your audience today? Noetic would love to strengthen your understanding of your customers’ needs and grow your business. How can we help you? For more, email us at hello@noeticconsultants.com.

To see more content from Noetic Consultants be sure to connect with us on LinkedIn and follow us on Facebook and Instagram.

How baked is your Marketing & Execution Plan? Noetic can help.

Photo by Taylor Grote on Unsplash

You want to outline your weekly meal plan, especially to include some new recipes. With so much going on, you realize you don’t have the ingredients you need, or enough time and resources time to actually cook it. When we feel overwhelmed in an area where we want to be more proactive, we tend to backtrack and stick with recipes we already know. But what if you had a sous-chef who would stand alongside you to help you complete the tasks that get you to the dinner table with a great meal? 

The CMO Council recently revealed there is optimism amongst global marketing leaders looking for growth recovery this year. That said, 25% of marketing leaders anticipate they will downsize or restructure their marketing organizations in 2021.

Like delivering great meals, developing and executing your marketing plan requires a sharp vision, clear objectives, and multiple contributors to achieve its goals. Reductions to team sizes across industries have forced many to wear more than just their own chef’s hat. Taking on increased responsibilities have left some with an overflowing plate they can no longer manage.

At Noetic, we can jump right in to bring your brand strategy to life so you can get further faster – because we are not only strategists. We are also practitioners who have the expertise and skills to execute your marketing plan.

What does that mean?

At its most practical level, Noetic can conduct and complete critical day-to-day marketing initiatives like:

  • Developing multi-channel marketing plans to meet sales goals
  • Creating digital content for social platforms
  • Managing creative teams to develop your audio and video campaign materials
  • Devising your SEO strategy
  • Recommending and supporting tracking analytics

We have experience across diverse industries, and we specialize in understanding a brand’s key components. This allows us to whip up tried and true techniques that deliver on your business needs to attract and satisfy your consumers’ tastes.

So, when your plate is full, contact Noetic, and we can talk you through a menu of options on how we can deliver on your marketing plans. What will you order?

To see more content from Noetic Consultants be sure to connect with us on LinkedIn and follow us on Facebook and Instagram.

Strength, Positivity, and Optimism – What the Doctor Ordered

Noetic is feeling Fulfilled after a morning coffee with Author and board-certified psychiatrist Dr. Anna Yusim and Lisa Nirell from Energize Growth.  Here are our top takeaways.

  • Prioritize Self-care. Taking care of yourself is more critical today than ever. Doing so allows you to buoy above all the challenges we have through strength, positivity, and optimism.
  • Name your Shadow.  Carl Jung’s research stresses that an individual’s proper goal is, “wholeness, not perfection.” We can often name our shadow by analyzing what we project onto others.
  • Find gifts in the darkness.  Understanding, giving space, and welcoming our shadows can be critical to self-development.  

Until you make the unconscious conscious, it will direct your life, and you will call it fate.” –Carl Jung.

Through coaching training and development, Noetic can help support your leadership or teaming journey into 2021, and beyond.  Find out more HERE.

Marketing Leader Q&A: Catherine Frymark On Her New Role at Mattel

Photo: Catherine Frymark

As we celebrate our colleague and friend Catherine Frymark’s news heading to Mattel, Inc. as their EVP Corporate Communications, we posed questions about what she is most excited about in her new role and what motivates her personally and professionally.

What are you most excited about being Mattel’s EVP Corporate Communications? 

Few brands resonate with me so strongly and personally as Mattel, from my childhood Barbie memories to those I get to watch my five-year-old now making with his own favorite Mattel toys. I was also drawn to telling the next chapter in the story of Mattel’s transformation into an IP-driven, high-performing toy company. But most importantly, it’s because Mattel is a purpose-led company. Our purpose at Mattel is to empower the next generation to explore the wonder of childhood and reach their full potential. And our mission informs every step we take: which is to create innovative products and experiences that inspire, entertain, and develop children through play. What could be better than that?

You have extensive communications experience across a diverse range of media networks. What position taught you the most in your career? 

How could I not say Discovery? In my 20 years at the company, I was afforded the opportunity to work across projects I never could have dreamed of, from leading communications for the acquisition of Scripps Networks and telling the story of TLC’s meteoric rise to the #1 network in cable for women, to having the privilege to work on meaningful give-back initiatives like Say Yes to the Prom. It was the formative time in my career and I learned from some of the smartest people in the media business…in any business. I’ll always bleed Discovery blue.

If you had to choose one person who impacted your career the most and who you’d pay tribute to, who would that be? 

There are too many to name but if I’m to pay tribute to one, it would be in memory of Joe Lipper. A WWII vet and legendary PR man, he volunteered with the San Diego Chamber of Commerce in his golden years when I was just a young PR executive –in way over my head on a huge event and press conference, I might add. I credit his steady hand, clear thinking skills, and incredible humor as the reason I’m able to stay cool under pressure in stressful situations. Like so many men and women from that era, they knew what a real crisis was, and what wasn’t. He gave me perspective and tools for seeing clearly through the chaos.

What are the most important things leaders need to be thinking about as we head into 2021? 

I think the communications function has never been more valued than it is today. As difficult as the past year has been for so many reasons and for so many people, it shined a light on the value of the comms discipline, both internally and externally, for companies large and small. As we head into 2021, I think leaders are paying greater attention to employee well-being and also have a greater appreciation for their resilience and commitment in the face of adversity. I see companies across industries celebrating their teams, now more than ever.

For new marketers and communicators, what is the one piece of advice you’d give for them to think about as they progress in their careers? 

Recognize that career growth and development is not always linear…be willing to take lateral moves to gain experience in another area. I learned that from leaders at Discovery who excelled by not focusing on the fastest path to the big title. And enjoy your work and make a change if you don’t. YOLO 

To see more content from Noetic Consultants be sure to connect with us on LinkedIn and follow us on Facebook and Instagram.

Marketing Leader Q&A Series: Lara Richardson on her new role as Crown Media’s CMO

Photo: Lara Richardson

As we celebrate our colleague and friend Lara Richardson’s news heading to Crown Media as their new CMO, we posed questions about what she is most excited about in her new role and what motivates her personally and professionally.

What are you most excited about in going to Hallmark Channels to be their new CMO? 

As they say, timing is everything! I can’t think of a more exciting time to join Crown Media. Ratings wise, Hallmark Channel has had a great year. There is a wave of progress and momentum as the evolution of the Hallmark brand continues. Also, Wonya Lucas recently took the helm as CEO, and having the opportunity to work with her fueled a lot of my excitement. Last but not least, the chance to work on a brand that is so beloved and rooted in a legacy with such amazing superfans is a marketer’s dream!

You have extensive marketing experience across a diverse range of networks. Which position taught you the most in your career? 

There is no way to pinpoint one position that taught me the most. I have learned so much from every job I have done, and I have no doubt I will be taught A LOT in this new position as well. My first job in television was in the 125th market, Lubbock, Texas. I was the promo scheduler, a writer/producer, and kids show producer – all at the same time (without a computer!). If I wanted to paint the set, I had to do it myself. Working in a small market like this allowed me to try so many things. That role taught me to roll up my sleeves, try new things, and not worry about the project’s size – it was ALL important.

Tell us about some of your philanthropic work and how that has changed you as a person? 

I have found a tremendous amount of reward and perspective by helping others in times of national disasters, personal tragedy, or causes that feel unjust. Hurricane Katrina and Hurricane Maria were both national disasters that I felt “called” to help… however I could. A lot of my producer skills helped me navigate uncharted territory in the wake of these disasters. Understanding how to make something happen, like a rescue or a fundraiser, were all skills I developed in my professional life. During COVID, I volunteered with an organization called Support and Feed. The concept is simple. Restaurants need business and people need food. Both are struggling. The money raised buys meals prepared by local restaurants and businesses to people experiencing food insecurity in our communities. All of this work has put into perspective what is essential in my life.

What are the most important things marketers need to be thinking about as we head into 2021? 

No one could have predicted 2020, which had a tremendous influence on consumer marketing. Hopefully, 2020 taught us to be agile, listen to your consumer, give them what they need, and ask for and try to anticipate what they may not even know they need. The marketplace is changing – this can be said every year. Focus on the consumer and enjoy the ride.

For new marketers, what is the one piece of advice you’d give for them to think about as they progress in their careers? 

The one thing I would tell anyone, not just marketers, as they progress in their careers, is to be yourself and bring your unique perspective and personality every day. Don’t be afraid to be the only person in the room with a different POV. You may not always be right, but you will always know you spoke and stood in your truth. And specifically, for a marketer: Let the strategy be your guide. Good creative execution is everything, but it will not be effective if you don’t have a sound strategic foundation.

To see more content from Noetic Consultants be sure to connect with us on LinkedIn and follow us on Facebook and Instagram.

What’s Your 2021 Game Plan? Hindsight is 2020.

Photo by NeONBRAND on Unsplash

How prepared is your business to take on 2021? To help get your organization started, we’re sharing the top five initiatives our clients and partners are activating to ensure a focused yet agile plan for the year ahead.

1. Ensure your foundation is strong

With the struggles of 2020, we all learned the importance of a strong business foundation. Any weaknesses in that foundation became glaringly apparent and made it difficult to be nimble when our businesses needed it most. To ensure we recover well, many of our clients are preparing for 2021 by taking an in-depth look at their brand strengths, areas of opportunity, and mechanisms to foster growth via the Noetic Brand Health Diagnostic (BHD). Noetic developed this benchmarking diagnostic tool to uncover insights into your business’s overall brand health. The BHD provides a snapshot of what’s needed to protect your brand, ensuring you can make informed decisions into the new year and beyond. You can do your own “house inspection” with our Brand Health Diagnostic HERE.

2. Lean into your strengths, bolster where you need it

Agility proved to be the name of the game for 2020. When making decisions to evolve your everyday business, are you more art or science-leaning? Your innate strengths and know-how can pull you through times of uncertainty. Many have felt the weight of specific skill sets needed to innovate their companies and offerings towards growth. Excellent news! Awareness is your first step. Noetic’s Art & Science Assessment can help you understand where you shine and where you may need to buffer or bolster your skills. It provides ideas, tools, and tips on doing just that! To quickly assess your natural strengths and where to focus your New Year’s Resolutions, try out Noetic’s Art & Science Assessment.

3. Secure the right partners 

Teams have certainly had to adapt like never before. Working across industries, we have seen some clients make deep cuts as budgets decreased, while others added to their teams faster than ever before to keep up with demand. It’s increasingly important to assess your current, perhaps slimmed down, bench strength during dynamic times like these. Fueling your organizational strength could mean adding team members OR bolting on support services to better prepare you for what’s next. Being a boutique consultancy, Noetic can tailor our approach to ensure we match your needs and your organization’s culture, equipping you to drive growth into the new year and beyond. Find out more about how Noetic can bolster your bench strength HERE. 

4. Prioritize team cohesiveness and collaboration 

Remote or hybrid working teams will continue through 2021 and perhaps beyond. Research shows that working groups who are well cared for, have clear visibility of the roadmap, and feel supported by an organization are more likely to flourish, even during rough terrain and driving conditions. Everything DiSC® provides an overview of an individual’s preferences and behaviors towards building effective working relationships and optimal teaming – some team members prefer to be the driver or the co-pilot, while others like to sit back for the ride as a passenger. Understanding the different behavioral profiles and the role preferences across a team can help leaders individually map out team members to steer more effectively to their final destination. Being Everything DiSC® certified, Noetic can help unleash your team’s full potential in 2021.  Find out more HERE.

5. Build a clear plan to achieve your business goals 

Research shows times of crisis are precisely NOT the moment to go quiet as a brand. It’s the right time to let your audiences know you are here, have the expertise, and are ready, willing, and able to support them authentically and appropriately. Consumers turn to brands they trust for support during times of uncertainty. Especially during those times, it’s more important than ever that a brand walks the talk. As we enter 2021, Noetic has been working with clients on their marketing and digital content plans, ensuring connection points to annual and quarterly goals. From strategy, calendarization, analytics, and optimization, Noetic can help you meaningfully connect with your partners and customers – what are your goals, and how can we help you achieve them? Let’s talk about how we can help you this year.

The New Year is ripe with opportunities. We look forward to partnering with you and helping sharpen and activate your brand’s vision of what it holds.

To see more content from Noetic Consultants be sure to connect with us on LinkedIn and follow us on Facebook and Instagram.

Guy Kawasaki: Three Things for Marketers to do in 2021

Thinking from Guy Kawasaki and Lisa Nirell with Energize Growth.

  • Quality AV is king…or queen. Digital presence matter more than ever. It is worth the investment in good teleconferencing equipment. Thanks to Guy, you can start here.
  • Own the value chain. Go to direct distribution. Don’t let others own your product.
  • Thin out your product lines. Now is the time to get rid of the dogs and milk the cows.

For more great ideas, check out Guy Kawasaki’s Remarkable People Podcast and Energize Growth.

To see more content from Noetic Consultants be sure to connect with us on LinkedIn and follow us on Facebook and Instagram.

Marketing Leader Q&A Series

With brighter days ahead, we are all feeling more inspired. Someone who frequently inspires us at Noetic is our friend and colleague, Tim Nolan, Executive Creative Director for A+E Networks. In this Marketing Leader Series episode, Tim shares how you can use your brand’s voice to effect change and navigate these highly charged times.

  • Focus on your brand and voice in the world – Use discretion about what messaging you’re putting out and how you’re using your brand’s voice. It’s important to say something – whether it’s supporting an issue or cause, what you’re doing to enact change, and/or how you’re giving back. Consumers want to know what you’re doing and what you’re committed to delivering.
  • Even if you don’t have an action plan yet, it’s OK to speak up – You can voice your support and seize on the opportunity to look internally at what you’re doing and what can be done better and/or differently. If something is impacting the majority of Americans, you need to speak up. No brand is too big or too small to be a part of what’s happening in our culture today.
  • Be the change– Early oneveryone had to message out about crisis, but people want to know what you are DOING and what you are COMMITTING to. Pick something and support your initiative. It is OK to be vulnerable about it; it is OK for the actions to follow your words. People often worry they don’t have the product or content to support an initiative, but it’s OK for initiatives to follow.
  • Be mindful about what you recognize and celebrate – Be strategic with your messaging and aware of how someone will receive it. For example, the History Channel doing a show called “Balanced Story of the Real George Washington” is more appropriate than “Celebrating George Washington.”

To see more content from Noetic Consultants be sure to connect with us on LinkedIn and follow us on Facebook and Instagram.

Marketing Leader Q&A Series

On this episode of Noetic’s Marketing Leader Series, we’re thrilled to hear from Julie Zito, Assistant VP Marketing at American University. Julie discusses ingenuity and re-imagining efforts focused on your target audience and the importance of leaning into your community and collaboration. 

1.      Listen hard and be authentic – be responsive to what is happening in the country and the world in a way that’s authentic to your brand. What do the events mean to you, your customers, and your community?

2.      Lean into your community – although we can’t be together in person, the virtual environment allows us to connect with colleagues and people we otherwise might not have. We’re all in this together and people are willing to lend a hand.  

3.      Use changes to your advantage to re-imagine what you can do – in this virtual environment, it’s even more important to really listen to your audience and what they need and want. Find ways you can provide that to them. For example, American University re-imagined their commencement to make sure graduates were as emotionally fulfilled as possible with a meaningful memory, being a virtual event, by thinking outside the box and creating a well-wished video with clips from alumnae that otherwise may not have been possible. 

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