Blackmores marketing training gains AMI stamp of approval

Health brand's Vitality Brand Masters program provides marketing capability training across nine competency areas

Blackmores Group has become the third Australian organisation to have its marketing skills development program endorsed by the Australian Marketing Institute (AMI).

The Blackmores Vitality Brand Masters, which has been two years in the making, officially received the stamp of approval from AMI this week, making Blackmores the first vitamin company to receive recognition. Other organisations who have achieved the same stature are ANZ and DuluxGroup.

Blackmores’ marketing capability program aims to support teams across 13 markets with structured learning programs and tools to support their professional development. To do this, the group has developed the Blackmores Marketing Competency Framework, which it used to identify skills and competencies key to modern marketing careers. The framework has been based on external benchmarking tailored to the Blackmores business.

In all, nine major competencies for brand/product marketers have been devised, stretching from strategic thinking to building strong brands, commercial acumen and execution management. Each competency comes with detailed and specific skill outcomes defined across a range of proficiency levels. 

Blackmores Group chief marketing and innovation officer, Joanne Smith, said the program provides access to a comprehensive range of training programs that develop the skills, tools and capabilities required of a world-class marketing organisation. Blackmores’ portfolio of brands includes Blackmores, BioCeuticals and PAW by Blackmores.

“At Blackmores Group, we recognise the critical role marketing plays in driving growth. We champion the development of our marketing community by providing critical business experiences, by coaching and mentoring and through structured capability programs such as Blackmores Vitality Brand Masters,” she said.

Through the AMI endorsement, Blackmores marketers will receive points towards their Certified Practising Marketer (CPM) accreditation.

“Ongoing professional development is critical in underpinning career progression for today's marketer and the Vitality Brand Masters program enables marketers to build the contemporary skills and competencies required for today and into the future,” AMI chair, Andrew Thornton, said.

Blackmores Group added its marketing function plays a key role in reaching its ambition of connecting 1 billion consumers by 2025. 

As reported by CMO last year, ANZ became the second Australian organisation to gain AMI endorsement for its internal Marketing Masters and Brand Academy programs. At the time, ANZ head of customer centricity and capability, Kate Young, said the intention was recognising what the marketing capability roadmap looked like from a maturity perspective, but also how to drive deep engagement with employees.

Read more: Why ANZ is partnering with the AMI on marketing skills development

“When you’re undertaking something like this, quite a large element of it is change management. We are trying to gravitate the entire marketing function across the enterprise around a new set of capabilities, new levels of mastery we expect them to demonstrate on the job, much more clarity and transparency around the expectations of what ‘great’ looks like, and more detail around how to have great career at ANZ and pathways that exist,” Young said.

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here.  

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page 

 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in