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Shaping the Digital Marketing Team and operating model

The challenge was to establish a completely new Digital Marketing team and define an effective way of working.

Full Force Digital guided the creation of a marketing operating model, including processes, a capability framework, and role descriptions for all team positions.

“Full Force Digital is an integral part of the digital marketing and business development team that drives our market and customer-centered growth strategy in an actionable, measurable way.”

Beverly Nannini
Senior Director, Global Business Development

Making it happen

Full Force Digital provided guidance in designing the marketing operating model. We crafted a comprehensive capability framework and defined role descriptions as a result. These outputs formed the basis for effective recruitment, onboarding, and training of new team members, as well as upskilling the existing ones. Additionally, we used the capability framework to assess applicants' CVs, guiding the selection process. The process descriptions we developed underpin the new ways of working within the Marketing team.


Results and value

Based on the role descriptions, the new marketing manager was selected and leading roles in the team were filled, forming an international customer-driven team with expertise in brand, content, lead management, and analytics.


"Great to see the successful formation of a brand-new team following the development of their role descriptions. Using the capability framework in practice to support the selection of candidates validates the value of our contributions."

Fridolijn Koé
Digital Accelerator

About MCAM

The Advanced Materials division of the Mitsubishi Chemical Group (MCG), is a leading global manufacturer of high-performance thermoplastics and composites in the form of semi-finished products and finished parts. The organization is helping to bring ambitious ideas to life across a wide range of applications and industries.

From aeronautics to bioprocessing, the extensive international team is comprised of industry experts who collaborate with customers to find the right advanced materials, products, and technologies to make their most innovative ideas possible.

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