How does a CEO make their mark on the company they’re leading? In this podcast Gemma Greaves discusses her challenge when taking the leadership of The Marketing Society, a 60-year-old membership association with headquarters in London.

In order to be understood, it’s imperative to be authentic. “Be your true self,” is what Gemma Greaves implores. “The more you talk about the things that affect us the better you’ll be at marketing.”

This was the start of a multi-year series of meetings under the headline of bravery. “It gives us a narrative that gives us a unique point of view,” said Gemma.

Listen to this interview on how a CEO sets strategy for their global organisation.