Leadership and Management Development - Director of Strategy Marketing and Public Relations

This presentation discusses the key importance of the newly developed job position of director of strategy, Marketing and Public relations in Blue Ribbon Snacks. It lists the major criteria of KSAs (Knowledge, Skills and Attributes) required for the position and provides a personal and leadership development plan for the recommended candidate.

L E A D E R S H I P A N D
M A N A G E M E N T
D E V E L O P M E N T

TABLE OF CONTENTS
•EXECUTIVE SUMMARY
•Key criteria demonstrating analysis of the
knowledge, skills and attributes required for the
Director of Strategy Marketing and Public
Relations
•Elements not to be taken into consideration
•Scoring of each candidate with explanation
•REFERENCES

EXECUTIVE SUMMARY
• Report on Leadership and Management Development will be discussing the key
importance of the newly developed job position of director of strategy, Marketing
and Public relations in Blue Ribbon Snacks that is experiencing a decline over
sales of its products in UK and Ireland.
• The assessment will list the major criteria of KSAs (Knowledge, Skills and
Attributes) that are necessary for the director of strategy, Marketing and Public
relations position job which is a newly created job role by Blue Ribbon Snacks to
spearhead its expansion strategies seeking new international markets.
• The report will also explain the various considerable and disregarded elements in
the profiles of identified candidates applied for the new director job position and
will clearly state the best candidate who is fit for the position of director of
strategy, Marketing and Public relations.
• A personal and leadership development plan for the recommended candidate is
also being provided in the assessment.

K E Y C R I T E R I A D E M O N S T R AT I N G A N A LY S I S O F T H E K N O W L E D G E , S K I L L S A N D
AT T R I B U T E S R E Q U I R E D F O R T H E D I R E C TO R O F S T R AT E G Y M A R K E T I N G A N D
P U B L I C R E L AT I O N S
• The director of strategy, Marketing and Public relations serves as the Chief public relations officer for
Blue Ribbon Snacks (BRS), UK and are responsible for managing the marketing, manufacturing and
distribution of products in Ireland and UK.
• The responsibilities of director of strategy, marketing and public relations in BRS involves
developing, managing and implementing integrated marketing and communications strategies on
behalf of the snack food company.
Main technical, managerial and leadership requirements for the director of strategy, Marketing and
Public relations position
• Represent BRS in a positive and professional manner at all times
• Comply organizational policies and standards regarding ethical business practices
• Maintain regulatory requirements including state, federal and local government regulations
Knowledge, skills and attributes required of candidates for the director of strategy, Marketing and
Public relations
• Knowledge of marketing and public relations services with strong organizational and interpersonal
skills

CONTD…
• Ability to use good judgement in determining work assignments and appropriate courses of action in
complex situations
• Ability to effectively communicate both orally and written
• Ability to handle difficult situations that may include customers, stakeholders and media
Analysing the role of the director of strategy, marketing and public relations
• The new job position of Director of strategy, marketing and public relations in BRS is a responsible
position that is developed to improvise the decreased sale of organization's offerings in UK and
Ireland.
• The director will be responsible for raising the morale of the organization and its employees as this
position will be handling the major operations and strategic decision makings required to conduct the
business activities of BRS.
• The main expectations for the role of Director of strategy, marketing and public relations and the
score for each criterion are considered as the selection criteria for the right candidate which is 10
points for each characteristic or requirement. Criteria of 10 skills, knowledge and attributes are being
taken as the parameter to select the best candidate by evaluating scores out of 100 as each traits will
be assigned with 10 score and the criterion for the Director of strategy, marketing and public relations
position in BRS are as follows:

CONTD
… Key Criteria Score
Knowledge:
 Good understanding of marketing, advertising,
public relations, retailing, and strategies.
10
 Understanding of BRS’s market, products and
services, mission, vision, ethics, morale and value
10
 Appropriate qualifications and experience 10
Skills:
 Good networking or have networks 10
 Communication; both verbal and written 10
 Leadership and decision making skills 10
Attributes:
 Open minded and candid 10
 Client oriented, risk tolerant and inspirational 10
 Potential to become CEO, pathfinder and adaptable 10
 Empower delegates and colleagues 10
Total: 100

CONTD…
General expectation of a leader
•Director of strategy, marketing and public relations I a leadership involved job position that would require the candidate or
individual to have intelligence trait to become a successful leader.
•Having multiple intelligences including cognitive, social, emotional and overall intelligence is the mandatory possession required for
the director job in BRS.
•It will help to analyse and understand the followers of Director of strategy, marketing and public relations that puts the requirement
of a transformational leader who will be able to devise the strategies of organization by applying a directive or facilitative approach.
Elements not to be taken into consideration
•For establishing a criteria for the selection of new Director of strategy, marketing and public relations certain requirements like
educational qualifications, work experience, knowledge, skills and attributes are to be considered from the identified candidates for
the position.
Elements in candidates’ profile to be ignored and why?
•As per the Equality Legislation in the Republic of Ireland the Employment Equality Act 1998, outlaws discrimination in
employment on nine distinct grounds:
•Gender
•Family status
•Age
•Marital status
•Disability
•Race
•Religion
•Membership of traveller community
•Sexual orientation

SCORING OF EACH CANDIDATE WITH EXPLANATION
• Selecting the new Director of strategy, marketing and public relations
or BRS, identifies three candidates after careful scrutiny of their
profiles, Knowledge, skills and attributes (KSAs) match to the KSAs
required for the position of new director.
• The selection of new director is based on criterion that are based on
KSAs required for the job role and identified candidates have been
given scores on the basis of their KSAs matching with the position of
Director of strategy, marketing and public relations.
• The scoring for three identified candidates for matching the position of
Director of strategy, marketing and public relations in BRS are as
follows:

Key Criteria Points Score Explanation Justification
Education:
 M.Sc. in
international
business from
Griffith College
 B.Sc. in
marketing from
University of
Strathclyde
15 13 Angus Magee holds a
first class Hons
degree in B.Sc. in
marketing at the
University of
Strathclyde in
Glasgow. He
completed his post
graduation or masters
in M.Sc. in
international business
from Griffith College
The required
education for the
position of Director
of strategy, marketing
and public relations is
being possessed by
Angus Magee as he
holds a graduation in
marketing and an
international business
master’s degree for
which he is being
given a score of
Angus Magee

Key Criteria Points Score Explanation Justification
Knowledge:
Education:
 IMI leadership Diploma.
 MBA from Harvard Business
school.
 BA (Hons) in Modern languages.
14 12 Catriona holds first class in
BA (Hons) in Modern
Languages and MBA from
Harvard Business School
as well as IMI Leadership
Diploma.
The required education of
position of Accounting
Manager as she holds post
graduate in MBA(Harvard)
for which she is being given
a score of
Work Experience:
 Worked with BRS Foods as an
Assistant Accounts manager for 15
years.
 As Brand manager for Blue
Ribbon Biscuit Brand.
13 12 Catriona worked with BRS
Foods for 15 years after
completing MBA at
Harvard Business School.
She is worked as Brand
manager for Blue Ribbon
Biscuit Brand. She took
role of Head of strategy for
business after returning
from maternity leave.
Colman has good
performance in her work
experience in BRS food for
2015.
Catriona Colman

Key Criteria Points Score Explanation Justification
Knowledge:
Education:
 MBA(Universiy of Ulster).
 B Sc (Hons) upper second
class.
8 7 Alison post graduate in
MBA from Griffith
college.
The education requires
as joint owner and CEO
of Choconoux.
Work experience:
 CEO of Choconoux.
 Worked at ChicChoc foods.
 Borad member of CBI in
Belfast.
7 7 Alison was CEO
Choconoux and Board
of member of CBI.
She was great
performance as CEO of
Choconoux
Alison Robinson

R E C O M M E N D AT I O N S TO S TAT E C L E A R LY T H E C A N D I D AT E W H O I S T H E B E S T F I T F O R
T H E P O S I T I O N O F D I R E C TO R O F S T R AT E G Y, M A R K E T I N G A N D P U B L I C R E L AT I O N S
• From the detailed analysis and scrutiny of CV and profiles of three identified
candidates for the position of Director of strategy, marketing and public relations in
BRS all applicant have above average intelligence quotient which is regarded as the
effective characteristics of an efficient leader in BRS and more important form of
intelligences is emotional intelligence.
• In this aspect Angus Magee possess string intelligences of intrapersonal and naturalists
with leader behavior description questionnaire type showing a consideration attitude
that makes him the right candidate among the three for the position of Director of
strategy, marketing and public relations.
• Angus Magee scored highest among the directors and senior management team in
terms of leadership abilities conducted by external consultants that makes him more
suitable for the new director position in BRS.

VISION, MISSION STATEMENT AND STATEMENT
OF VALUES FOR BLUE RIBBON SNACKS (BRS)
Vision:
• To exceed customers expectations with innovative offerings, grow into potential markets by becoming
an independent establishment and become world’ most trusted food company leader
• To overcome the issue of trading difficulties, grow customer base in the existing and new economic
climates and attain increased sales revenue
• People: Be a Great place to work where people are inspired to be the best they can where their ideas,
values and culture are being considered for the development of an effective organizational culture
• Partners: Raise a successful network of customers and suppliers, maintain good relationship with
stakeholders and investors and work together to create a mutual, enduring value
• Productivity: Initiate high and efficient production through effective utilization of available resources
with lean manufacturing and become a fact moving organization
• Portfolio: Render and bring a range of quality food and snacks brand to satisfy the needs, desires and
demands of customers all over the world.

CONTD…
Mission Statement:
• The mission of Blue Ribbon Snacks is to create value and make a difference by growing, customer
base in several continental European markets and attain profitability and increased sales revenue.
• The mission or aims of Blue Ribbon Snacks are:
• To continue to grow in its traditional markets;
• To break into Germany, the Nordic countries and Austria within the next two years;
• To move into Spain and Portugal within three years;
• To further develop its BRS range of snacks;
• To develop a range of chocolate products; and
• To explore developing a range of healthier, sugar-free snacks.
• Purpose: The purpose of Blue Ribbon Snacks is to render wide range of snack foods by moving into
new markets by offsetting the declined revenue and become an independent retail outlet and cafes to
enable greater control of marketing and portray a new image.

CONTD…
Values:
• Diversity and Equality: BRS treats all employees and workforce with equality dignity
and respect in a fair working environment to promote opportunity for all internally
and within the sectors of operations.
• Teamwork: BRS develop as team spirit in all its employees to support each
other to accomplish more than what is possible individually and leverage collective
prodigy.
• Integrity: BRS is guided by personal and professional behavior that is
comprised of honesty, ethics and morale and are real.
• Innovation: New, viable and innovative ideas are promoted to ensure relevant
and engaging content.
• Leadership: With a courage to shape the better future of the organization BRS
believes and implements a transformational leadership in the organization.

P L A N F O R T H E P E R S O N A L A N D P R O F E S S I O N A L D E V E L O P M E N T O F R E C O M M E N D E D
C A N D I D AT E F O R T H E P O S I T I O N O F D I R E C TO R O F S T R AT E G Y, M A R K E T I N G A N D
P U B L I C R E L AT I O N S
• Personal Development Plan for the new director
Target Action Evidence Completed Target date
 Recognize opportunities By examining the previous
decisions made and reviewing
them will help to arrive at effective
decision making, It will assist in
making apt choices for identifying
opportunities that are beneficial
for effective strategy development
for Angus Magee
Stages of initial identifying and
analyzing of opportunities of
market, economy and public
relations.
Complete a stage in every 6
months
 Develop skills Angus Magee need to develop all
necessary skills that are required
for the new director position.
Attaining all leadership qualities,
skills including technical and
managerial skills will assist him in
performing the role of new director
in BRS. Angus Magee needs a little
attention on developing certain
Angus Magee considers taking
feedbacks from the senior and top
management executives of BRS.
Achieve all skill within 8 months

LEADERSHIP DEVELOPMENT PLAN FOR THE NEW DIRECTOR
Target Action Evidence Completed Target date
 Time management Self-development is the best
appropriate method through
which Angus Magee can
develop managing of time
required to complete each
task and assignment.
Completing short term plans
and projects will assist in
performing bigger and time
consuming tasks in an
efficient manner in time.
Angus Magee have
completed various short
term goals and
achievements that helped in
attaining time management
skill to complete tasks within
less time.
Within 6 months
 Technological
knowledge
Angus Magee need to attain
learning and knowledge of
advance system software’s,
applications and use o latest
technologies in BRS or
effective strategic
development and conducting
Angus Magee have
completed various certificate
courses of computer and
technical studies.
Within 7 months

REFERENCES
• Books and Journals
• Bolden, R., 2016. Leadership, management and organisational development. In Gower handbook of
leadership and management development (pp. 143-158). Routledge.
• Gold, J. and Thorpe, R., 2016. Leadership and management development: the current state. In Gower
handbook of leadership and management development (pp. 29-48). Routledge.
• West, M. and et.al., 2015. Leadership and leadership development in health care: The evidence base.
Faculty of Medical Leadership and Management.
• McCaffery, P., 2018. The higher education manager's handbook: effective leadership and management in
universities and colleges. Routledge.
• Donate, M.J. and de Pablo, J.D.S., 2015. The role of knowledge-oriented leadership in knowledge
management practices and innovation. Journal of Business Research. 68(2). pp.360-370.
• Peters, K., 2016. National and International Developments in Leadership and Management Development.
In Gower Handbook of Leadership and Management Development (pp. 49-64). Routledge.
• Daire, J., Gilson, L. and Cleary, S., 2014. Developing leadership and management competencies in low
and middle-income country health systems: a review of the literature. Cape Town: Resilient and
Responsive Health Systems (RESYST).