Management Leadership Development Assignment

LEADERSHIP AND MAN-
AGEMENT DEVELOP-
MENT

TABLE OF CONTENTS
EXECUTIVE SUMMARY.............................................................................................................3
Key criteria demonstrating analysis of the knowledge, skills and attributes required for the
Director of Strategy Marketing and Public Relations......................................................................1
Elements not to be taken into consideration....................................................................................4
Scoring of each candidate with explanation....................................................................................5
REFERENCES..............................................................................................................................16

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.

Key criteria demonstrating analysis of the knowledge, skills and attributes
required for the Director of Strategy Marketing and Public Relations
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. The director is responsible for all aspects of public relations, advertising,
communications and strategic planning in BRS that involves rendering market investigation
analysis, designing strategies to develop product lines to exceed customer expectations, increase
declined sale of BRS’s products in Ireland and UK and force organization to seek into new
markets. The responsible position required to maintain internal and external public relations to
enhance employee engagement and create positive impressions in public and serve as the
principle head for internet and social media advertising and promotion of BRS.
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(McCaffery, 2018)
 Communicate mission, ethics, values and goals of BRS
 Ability to develop relationships and communicate with all levels of management
 Capable of securing media coverage in various outlet types and able to develop effective
working relationships with media Excellent writing skills and high level of attention to details and able to work closely with
senior level executives.
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
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 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
 Aptitude to work independently, must be creative and attentive to detail and must have a
positive attitude
 Ability to complete work assignments accurately and in a timely manner Ability to maintain confidentiality of all personnel, financial and information
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 organisation’s offerings
in UK and Ireland. This position hold a significant importance as the individual need to be
working with the CEO and senior management team to implement the strategy of BRS; expand
into new markets through two phases, develop existing products and services and also improve
the product lines by adding new range of offerings and to maintain existing distribution channels
while examining the possibility of developing BRS’s own channel of products and services
rendering by moving into retailing and cafes(West and et.al., 2015).
As BRS is planning to establish a stronger customer base in EU and to expand into
Germany, Austria, Nordic Countries, Spain and Portugal the organization is recruiting talented
individuals to meet the required workforce that is expected to rise from 400. The director of
strategy, marketing and public relations will be the change manager in the respective branch of
operation in each market where the firm is planning to expand. 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.
Being an established brand in UK and Ireland BRS hold a fair reputation in the existing
markets where the decreased sale of offerings can be developed with the implementation of
BRS’s new strategy and individual who meets the required skills, knowledge and attribute for the
position of Director of strategy, marketing and public relations can bring success to the
organization. Candidate who possess technical, managerial and leadership characteristics will be
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selected and placed to reverse the decline of sales of BRS and render growth for the organization
by implementing strategies and conducting operations effectively.
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:
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
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