SETsquared Workshop: Good Marketing Matters

Cost: Mixed

Good Marketing Matters

Natasha McKenzie; Director Estrella Green


Natasha McKenzie is a Director of Estrella Green, delivering applied marketing strategy to technology clients. 

Natasha has nearly twenty years’ solid marketing expertise and a keen understanding of how to build brands and articulate them. The first decade of her career was spent working for leading multinational agencies McCann Erickson Worldgroup and M&C Saatchi. 

This workshop will draw on Natasha’s experience in shaping corporate strategy, developing marketing plans, establishing best practice and delivering against clear KPIs. 

Participants: CEOs and Company Directors (C-suite) 


  • Market research (tools, market information, why it’s important)
  • Competitor (set, research, benchmarking and positioning)
  • Audience (research, segmentation, personas and insight)
  • Communication (brand architecture, value proposition, messaging hierarchy and communication planning)
  • Investor presentation

Learning Objectives:

  • Background to branding
  • Feedback on your elevator pitch
  • Competitor benchmarking
  • Audience segmentation and personas
  • What makes a good pitch deck
  • How to create brand guidelines
  • A guide to communication planning and social media activity
  • Demystifying marketing
  • How to create a brand brief




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