Course overview
Description generated based on course syllabus and open data.
The Marketing Director program is developed with Natalia Savchenko, Head of Marketing and Growth at Glovo Ukraine. Experience: 18+ years at Nielsen, Kraft, Danone, Glovo; service relaunch during the full‑scale invasion; AR initiatives for “Rastishka”; bachelor’s in marketing from the Chartered Institute of Marketing.
Who it suits for a Marketing Director, and who it does not
Marketing Director / Head of Marketing (CMO): suitable profiles
- Marketing leaders, CMOs, and team leads coordinating strategy and cross‑functional processes.
- Brand and product managers transitioning into a Marketing Director role.
- Founders and executives building the marketing function.
- Leads of analytics, growth, and communications responsible for OKRs and KPIs.
When the Marketing Director focus is not suitable
- Those starting from scratch and seeking basic tool overviews.
- Those who need only tactical instructions without strategic context.
- Those expecting personal consulting or rapid guarantees.
Problem → outcome for the Marketing Director role
- Fragmented initiatives → aligned OKR/KPI framework and priorities.
- Undefined responsibilities → clarified CMO scope and interfaces with sales, product, finance.
- No systematic plan → annual marketing plan and budget scenarios.
- Uncoordinated team work → structure, RACI, and operating processes.
- Challenges with new countries → approach to localization, positioning, and market assessment.
- Excess manual work → AI for research, creative, and analytics.
Comparison with alternatives for a Marketing Director
Self‑learning vs role‑based program for a Head of Marketing
Self‑learning offers flexibility but requires more time to curate sources and validate hypotheses. A role‑based format provides a coherent decision framework for the CMO.
MBA/long programs vs focused CMO content
MBA covers broad management. Here the focus is on the Marketing Director function: OKR/KPI, budget, brand, markets, team.
Internal training vs external practices overview
Internal courses reflect company specifics but are limited by its approaches. An external program shows alternative methods and cross‑industry cases.
Tool‑centric courses vs strategy for a Marketing Director
Tool courses help task execution. The CMO role requires a strategic frame and function alignment.
Results from taking the program for a Marketing Director
- Business environment and competitor overview (FMCG, delivery) with strategic choice approaches.
- Strategic options: low cost, differentiation, niche and selection criteria.
- Templates for a marketing plan and Activity Grid for 360 communications.
- Budgeting approaches for a local brand and an international service.
- Brand audit framework and principles of brand communication.
- Product and customer experience (UX) assessment for relevance.
- Foundations of pricing and innovation work.
- Team development models, roles, and responsibilities.
- Methods for entering international markets: segments, localization, risks.
- AI use cases for research, creative, and campaign analysis.
Course Description
How to optimize the marketing function, create a strong team, and confidently launch a product in new markets," explains Natalia Savchenko, Head of Marketing and Growth, Glovo Ukraine, with 18 years of practical experience in strategic marketing.
Your result after the course:think strategically, plan and influence the company's resultsclearly define business goals, OKRs, and KPIsapply AI to optimize strategy and processes
Meet your future teacher - Natalia SavchenkoHead of Marketing and Growth, Glovo Ukrainehas 18+ years of practical experience in strategic marketing in such international companies as Nielsen, Kraft, Danone, Glovoled analytics, strategy and marketing teams in international marketsduring a full-scale invasion, together with the team, relaunched the Glovo service and brand with a record number of ordershas 7+ years of experience in managing functional and children's brands with national distribution - Actimel, Danissimo, Rastishkaas Marketing Manager, she was responsible for the launch of innovative product lines in Ukraine together with international licensees - Nickelodeon, Disney, Universal Studio, L.O.L. Surprisein 2018, together with the team, received Effie Awards for the release of the first children's augmented reality application for Rastishkaholds a bachelor's degree in marketing from the Chartered Institute of Marketing
