Interim Chief Marketing Officer

13 months

Shortly after the appointment of a new CEO and management board, Hay Group needed a new Chief Marketing Officer.  They knew it would take quite some time to find the right person – develop the role profile, brief the agencies and interview and appoint and then the notice period.

I was appointed to the interim position with a brief to look at a brand refresh, new website, tone of voice, internal communications for the transformation programme and manage and develop the team.


The brand refresh looked at everything bar the logo.  Detailed research into perceptions amongst clients and prospects, shareholders and staff was undertaken.  This was then used to review the brand map and values of the organisation.

A new design system was created and is slowly being rolled out across the business.

Hay Group 2




The internal transformation project included a significant project on the tone of voice.  The core values of the business remained the same and two new ones were added.  The tone of voice project was used as a change catalyst to roll out then new values.  This was part of the wider transformation project v.2020.

Hay Group tone of Voice