Capability Enhancement
Jostens Marketing Org Design
As organizations evolve, capabilities need to mature and grow. I developed and implemented a two-year strategic marketing roadmap, spanning strategy, structure, people, and process to transform marketing into a growth driver for Jostens current and future business needs.
The Challenge
The organization needed a solution that to address several needs:
- Determine root causes of marketing channel performance and business growth barriers.
- Improve impact through enhancement of the strategic product.
- Shift marketing from a reactive, execution-based function into a proactive growth driver.
- Solve for confusion on where key marketing capabilities and accountabilities resided.
- Identifying and address redundancy and single points of failure.
- Enhance talent engagement, development and long-term marketing product quality.
Constraints included navigating internal resistance to change, balancing immediate business needs with long-term transformation, and ensuring alignment with broader organizational objectives.
Solution Approach
This required addressing needs to ensure sustained impact as well as breaking the plan down into a multi-stage process that the organization could migrate to over time while it contnued day-to-day business support.
To achieve this, I developed and implemented a two-year strategic roadmap focusing on four key pillars:
- STRATEGY. Assessing marketing maturity and best practice adoption across strategic planning, branding, creative, media, measurement, operations and technology. Developing a view of future needs to support the organization’s strategic priorities and ongoing growth.
- STRUCTURE. Shifting to an enterprise functional orientation. Reshaping team composition and reporting lines to enhance capabilities, agility, collaboration, and alignment. Defining purpose, vision and evolution plans for the overall function and sub-team .
- PEOPLE. Assessing functional competencies and developing plans to upskill marketing teams in key areas. Established a leadership development framework to nurture emerging talent.
- PROCESS. Prioritizing and streamlining workflows to enhance operational efficiency, introducing automation to enable new capabilities, and creating a case for change for refinement of measurement methodologies. Introducing cross-functional process to drive marketing efforts.
Throughout the project, historical performance reviews, stakeholder interviews, and market insights informed decision-making along with executive input to validate and sell in the solution before implementation.
Impact & Insights
The transformation resulted in significant improvements across multiple dimensions:
- Revenue Contribution. Marketing shifted from a cost center to a growth engine, contributing directly to pipeline acceleration and revenue expansion.
- Operational Efficiency. Automation reduced time-intensive tasks, enabling the team to focus on high-impact initiatives.
- Organizational Buy-in. Senior leadership embraced marketing’s expanded role, committing to its integration into core strategic business planning and decision-making.
- Capability & Talent Development. Aligned vision enabled a concrete organizational changes to achieve specific strategic enhancements informed by short and long-term needs. Migration of the team from a support and enablement function to a key strategic partner and business growth driver led to enhanced capabilities, employee engagement and value to the organization.
“I didn’t fully appreciate the power of a clear, strategic team vision because I had never operated with one as clear and compelling before.
Collaborating to create and implement it infused alignment, purpose, direction and a pride that was missing on our team. Every aspect of our work began improving immediately.”
— Direct Report
Key Recommendations
- Gain stakeholder alignment early to minimize resistance to change and foster
- Create ownership through high involvement of senior marketers and collaboration with marketer.
- Invest in continuous education to ensure marketing remains ahead of industry trends.
- Leverage AI and automation to optimize efficiency and personalization at scale.
Work I’ve done for them helps make the work I do for you even better.
Let’s Advance Your Capabilities -->
© 2025 Brian Broveleit. All rights reserved.
Capability Enhancement
Jostens Marketing Org Design
As organizations evolve, capabilities need to mature and grow. I developed and implemented a two-year strategic marketing roadmap, spanning strategy, structure, people, and process to transform marketing into a growth driver for Jostens current and future business needs.
The Challenge
The organization needed a solution that to address several needs:
- Determine root causes of marketing channel performance and business growth barriers.
- Improve impact through enhancement of the strategic product.
- Shift marketing from a reactive, execution-based function into a proactive growth driver.
- Solve for confusion on where key marketing capabilities and accountabilities resided.
- Identifying and address redundancy and single points of failure.
- Enhance talent engagement, development and long-term marketing product quality.
Constraints included navigating internal resistance to change, balancing immediate business needs with long-term transformation, and ensuring alignment with broader organizational objectives.
Solution Approach
This required addressing needs to ensure sustained impact as well as breaking the plan down into a multi-stage process that the organization could migrate to over time while it contnued day-to-day business support.
To achieve this, I developed and implemented a two-year strategic roadmap focusing on four key pillars:
- STRATEGY. Assessing marketing maturity and best practice adoption across strategic planning, branding, creative, media, measurement, operations and technology. Developing a view of future needs to support the organization’s strategic priorities and ongoing growth.
- STRUCTURE. Shifting to an enterprise functional orientation. Reshaping team composition and reporting lines to enhance capabilities, agility, collaboration, and alignment. Defining purpose, vision and evolution plans for the overall function and sub-team .
- PEOPLE. Assessing functional competencies and developing plans to upskill marketing teams in key areas. Established a leadership development framework to nurture emerging talent.
- PROCESS. Prioritizing and streamlining workflows to enhance operational efficiency, introducing automation to enable new capabilities, and creating a case for change for refinement of measurement methodologies. Introducing cross-functional process to drive marketing efforts.
Throughout the project, historical performance reviews, stakeholder interviews, and market insights informed decision-making along with executive input to validate and sell in the solution before implementation.
Impact & Insights
The transformation resulted in significant improvements across multiple dimensions:
- Revenue Contribution. Marketing shifted from a cost center to a growth engine, contributing directly to pipeline acceleration and revenue expansion.
- Operational Efficiency. Automation reduced time-intensive tasks, enabling the team to focus on high-impact initiatives.
- Organizational Buy-in. Senior leadership embraced marketing’s expanded role, committing to its integration into core strategic business planning and decision-making.
- Capability & Talent Development. Aligned vision enabled a concrete organizational changes to achieve specific strategic enhancements informed by short and long-term needs. Migration of the team from a support and enablement function to a key strategic partner and business growth driver led to enhanced capabilities, employee engagement and value to the organization.
“I didn’t fully appreciate the power of a clear, strategic team vision because I had never operated with one as clear and compelling before.
Collaborating to create and implement it infused alignment, purpose, direction and a pride that was missing on our team. Every aspect of our work began improving immediately.”
— Direct Report
Key Recommendations
- Gain stakeholder alignment early to minimize resistance to change and foster
- Create ownership through high involvement of senior marketers and collaboration with marketer.
- Invest in continuous education to ensure marketing remains ahead of industry trends.
- Leverage AI and automation to optimize efficiency and personalization at scale.
Work I’ve done for them helps make
the work I do for you even better.
Let’s Advance Your Capabilities -->
© 2025 Brian Broveleit. All rights reserved.