TWO ICONS / MARKETING LEADERSHIP
For established businesses that need clear marketing judgement, direct accountability and the right creative, digital and specialist capability around the work.
Start with the business problem. We’ll work out the marketing response from there.
01 / THE CHALLENGE
As the business grows, marketing stops being a collection of tasks.
The markets, customers, opportunities, channels, people and suppliers multiply. The real question becomes: who is bringing it together—and making the calls?
What should we be doing—and where should we focus?
How should marketing support sales and growth?
Which opportunities deserve investment?
Who is accountable for bringing it all together?
That is where senior marketing leadership becomes valuable.
02 / START WITH THE BUSINESS
Start with the commercial requirement. Not the channel.
Sometimes the work begins with a formal brief. More often, it begins with a customer opportunity, a stalled growth priority, sales material that no longer represents the business, or the feeling that marketing spend is not adding up.
And sometimes the right answer is not to spend more money on marketing.
03 / WHAT YOU’RE BUYING
Senior leadership. The right capability. One point of accountability.
LEADERSHIP & STRATEGY — Translate commercial objectives into marketing strategy, priorities, investment and action.
CAPABILITY — Bring the appropriate strategic, creative, digital and analytical capability around the requirement.
CAPACITY — Respond to both the agreed program and opportunities that emerge.
ACCOUNTABILITY — Make priorities, resources, investment and performance visible.
04 / HOW WE WORK
Direct access to senior marketing leadership.
An idea, question, customer opportunity or marketing requirement can start with a conversation—not a formal brief.
YOUR TEAM ↔ SENIOR MARKETER → RIGHT RESOURCES
Talk → Think → Prioritise → Resource → Deliver → Learn
DAILY ACCESS — Ideas, questions, opportunities and requirements.
MONTHLY REVIEW — Priorities, work, performance, resources and investment.
QUARTERLY REVIEW — Strategy, learning, commercial priorities and the next 90 days.
05 / STRATEGY → ACTION
Strategy matters. So does getting the work done.
Strategy establishes where to focus, who to influence, how the business should position itself and where resources should be invested. The plan turns that direction into action.
INSIGHT → STRATEGY → PLAN → EXECUTION → MEASUREMENT → LEARNING
INSIGHT — Business, customers, markets, competitors and performance.
STRATEGY — Focus, positioning, propositions and investment priorities.
PLAN — Priorities, resources, timing, channels and measures.
EXECUTION — Creative, content, digital, brand, campaigns and sales support.
MEASUREMENT — Engagement, opportunities, pipeline and commercial contribution.
06 / INTEGRATION
We don’t need to replace good capability to lead it.
You may already have internal marketing people, an agency, a designer, a digital partner, a web developer or specialist suppliers. Two Icons works with the right resources—not around them.
Sales & Commercial · Brand & Creative · Content & Customer Proof · Digital · Social · Insight & Performance
TWO ICONS / MARKETING LEADERSHIP
Need someone senior to take responsibility for marketing?
If marketing has become too important—or too complicated—to manage between everything else, let’s talk.
Talk to Joe
Start with the business problem. We’ll work out the marketing response from there.