The Client Grant Devine – Professional Growth at Citibank
Kam’s mentorship transformed Grant Devine into a marketing leader by focusing on customer value, brand storytelling, and comprehensive marketing strategies. Her hands-on approach and real-life project guidance resulted in Grant’s successful career progression, demonstrating the impact of effective mentoring and coaching.
The Situation
When Kam started at Citibank, she brought a wealth of FMCG and marketing experience. Her team included Grant Devine, a highly experienced salesperson with deep knowledge of banking products and company culture.
Building on his sales acumen, Grant needed to transition into a marketing role and develop essential marketing competencies.
Task
Kam’s primary task was to mentor and coach Grant, transforming him from a product-focused marketer to a well-rounded brand marketing manager.
The goal was to help him understand and implement marketing strategies that would add value to customers and effectively communicate the brand’s story.
Action
Regular Guidance: She provided guidance on core marketing competencies, including customer value, brand importance, storytelling, and customer insights.
Templates and Examples: Kam shared templates, examples, and her own experiences, both successes and failures, to illustrate key marketing concepts.
Real-Life Projects: One significant project involved launching a joint product with Dinners Club, and a business mortgage product called Business Power. Kam guided Grant to think about the entire customer journey, from initial contact to product usage.
Management Presentation: Kam encouraged Grant to present the customer journey to the management committee, highlighting the need for additional services to enhance customer experience. This presentation led to the implementation of new services, such as training call centre staff and establishing a dedicated customer support line.
Results
Grant’s successful launch of the Business Power product demonstrated his growth in marketing skills.
He was promoted and continued to excel in his career, eventually becoming a CEO and board member in the banking industry.
Grant’s journey from salesperson to marketing leader showcases the effectiveness of Kam’s mentorship and coaching.
Happy Client Testimonial
“Kam is a highly professional and experienced Executive with advanced skills in the marketing discipline. In my time as an entry level Marketing Manager at Citibank, Kam was my direct reporting Executive who provided me with invaluable coaching on a wide variety of aspects ranging from formulating operational Marketing briefs to Strategic plan development for stakeholder engagement.
Coming from a sales background, with limited Marketing expertise, Kam demonstrated considered patience coaching me which provided a key foundation to my professional development as an Executive and later in the role as CEO. I recommend Kam to anyone seeking to develop their skills and capability as an insightful customer focused leader.”
Grant Devine – CEO
