Summary

Less than 5% of Fortune 250 CEOs have marketing backgrounds. Anna Bateson is one of the rare CMOs to take the leap into the CEO position. In this episode of Beyond the X, she discusses what really changes in the jump from marketer to marketing leader and ultimately to CEO. The conversation explores her realisation that good work doesn’t always speak for itself (especially as you rise the ladder), and the uncomfortable shift from being liked to being effective.

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This episode will challenge how you think about leadership, visibility, and the identity shifts required to grow to the next level.

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The Marketing Ascendancy Model

Inspired by Anna’s career rise, this framework covers the skills, behaviours, and values exemplified at each level. Reflections at each stage help drive focus on how to elevate to the next.

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Anna Bateson

Anna Bateson is the chief executive of Guardian Media Group. Prior to her appointment in 2022, Anna spent four years as the Guardian's chief customer officer (CCO) and in 2019 as interim CEO. In her time as the Guardian's CCO, Anna oversaw a unique reader revenue model, which now sees over one million paying supporters from around the world contributing to the Guardian.

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Anna has had a varied career in media and tech, including roles at Google, YouTube, and Bloomberg, and prior to that ITV and MTV.