Leadership and Management Development

Executive Summary

This Report intends to identify some key attributes that should be present in a person selected for the position of Director of Strategy, Marketing and Public Relations. It would identify and describe the role of Director of Strategy, Marketing and Public Relations in BBS. This report will also gain an insight into CVs and behavioural characteristics of the three 
shortlisted candidates and determine which candidate would best suit the job role as per the current scenario of company. Initially, the report would recognise the skills, attributes and knowledge needed for the second most senior post in BBS after the CEO. Later, the report  would reflect upon identifying those selected criteria of skills, attributes and knowledge in any one of the 3 shortlisted candidates and select him for the new job position of Director of Strategy, Marketing and Public Relations. It is evident that BBS has seen decline in sales over last 3 years. Looking at the current scenario of BBS, it is recommended that the company will selects that candidate who has a strong vision and aligns the individual behaviour of employees towards the accomplishment of organisational goals of increasing growth and expansion by reaching into new segments of international markets. Once a suitable candidate is selected, it is recommended that a training and development plan is made and executed so that the proposed candidate can inculcate those attributes and skills that are missing in him. With this, the candidate can be made totally suitable as per the criteria set by management for the role of  Director of Strategy, Marketing and Public Relations in BBS Foods so that he can direct the role of workforce towards the vision of company.

List of Key Criteria

Sales of BBS Foods have declined in traditional market over last 3 years. To deal with this, company is seeking new markets for its products. To execute this, leadership and management has created a new position of Director of Strategy, Marketing and Public Relations. This will be the senior most position after CEO and has its direct reporting to CEO. The person appointed for this post will be responsible for handling  a new department consisting of 50 personnel. For the recruitment of candidate for this post, a list of key criteria have been developed to analyse the extent to which selected candidates match the requirements of role. The criteria are decided keeping in  mind the knowledge, skills and attributes of the person. The criteria decided by management of BBS are:-


  • Marketing- The person should have sound knowledge of theories of marketing. Also, it is imperative that he knows the various marketing techniques that can be adopted by an organisation for promotion of its products and services across international markets and its application in business. It is important that these strategies are chosen keeping in mind the current and future scenario of business operations.
  • Public Relations- The person to be appointed for the  post must understand the importance of public relation for an entity. He is required to review press releases and sponsor corporate events to aid the company in maintaining and enhancing its image among people. The person appointed shall communicate the vision and mission of company to wider base of audience so as to improve the positioning of company's products and services in market.
  • Strategic Management- Also, the proposed candidate should have brief understanding of the strategic options available with the company. He is responsible for analysing, evaluating and executing business plans in relation to internal and external environment of an entity. This involves financial forecasting, market and feasibility analysis.

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  • Problem Solving- Being the second most senior post in enterprise, it is imperative that the person selected for this role has the skill of dealing with any problem or hurdle that may arise during the course of operations.
  • Analytical Skills- It is significant that the person appointed for such high post has analytical skills to gain an understanding of the internal and external environment, pricing and advertising strategies used by competitors etc. and develop various strategies keeping these in consideration.
  • Communication- The person selected should have excellent written and verbal communication skills. He should have professional speaking abilities and be an empathetic listener so that he is able to speak in public, groups or via social media.


  • Confidence- Theselected person should have the self belief to handle a situation with more certainty of success than failure.
  • Cooperative- The proposed person should have the ability to work in coordination and cooperation with the fellow team members or fellow employees within the entity.
  • Creative- The person with such a senior job role in marketing and strategic function should be creative and innovative enough to bring new ideas for promotion of company's products and services and also enhancing brand image in market.
  • Adaptive- The selected person should possess the ability to adapt to changes within or outside the business organisation.

As per the description of above criteria for selection of person for the post of  Director of Strategy, Marketing and Public Relations, various skills, knowledge and attributes are allotted scores as below:-


Total Score out of 100



Public Relation

Strategic Management






Problem Solving

Analytical Skills

















From above mentioned report, it has been concluded that organisation's mission, vision and value statements may aid company in doing business at international level. On the other hand, it is also being summarised that both Marketing and Public Relations plays a crucial role in improving profit margins and aid in hitting targets of the company. Effective marketing department can easily look for new trends which can help managers in selecting new candidates on the basis of requirements of skill, attributes and knowledge. Away with this, training and development plan can also help managers in fulfilling requirements of employees as per the needs. This can help in enhancing skills and can make candidates much more effective in nature while performing tasks.

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