#84 - How to Manage 300+ Marketing Staff at a Large University w/ Heather Macbain from University of Edinburgh

Higher Ed Storytelling University

In this episode of Higher Ed Storytelling University, host John Azoni sits down with Heather MacBain, Head of Marketing at the University of Edinburgh. Heather manages a vast network of over 300 MarCom staff across the university, spanning marketing, communications, and stakeholder engagement roles. She shares insights on how their unique structure helps keep everyone aligned in messaging, branding, and strategy.

Heather and John discuss the challenges of managing a decentralized marketing team, the importance of maintaining brand consistency, and how Edinburgh fosters a strong community of practice among its marketing professionals. They also dive into the impact of social media, the power of professional development, and how to create clear vision and autonomy within a large institution.

Key Takeaways:

• Managing a Large MarCom Team – How Edinburgh’s decentralized structure operates effectively with 300+ marketing professionals.
• The Power of Community – Building a strong internal network to share best practices and stay aligned with university goals.
• Social Media Strategy – Why marketing teams need to focus on engagement and community-building rather than just posting.
• Brand Consistency vs. Creative Autonomy – Finding the right balance between clear guidelines and allowing departments flexibility.
• Professional Development for Marketers – The importance of continuous learning and how Edinburgh supports its MarCom staff.

If you’re looking for insights on marketing leadership, brand management, and building a strong internal marketing community, this episode is for you.

Connect with John Azoni:

• LinkedIn: John Azoni
• Website: Unveild
• Newsletter: Subscribe here
  
  

Connect with Heather MacBain:

• LinkedIn: Heather MacBain
• Website: University of Edinburg