02 Patrícia Namba from Atlas Copco | How do you succeed in decentralized marketing? Lessons from Patrícia

This episode highlights a conversation with Patrícia Namba, Senior Global Marketing Communications Manager from Atlas Copco. With over 15 years of global experience in marketing, communications, and sustainability, she shares her thoughts on working in a decentralized company. Patrícia has an interesting and somewhat unconventional background for someone in marketing. She studied law before switching to communications and marketing. As she puts it, "That's the beauty of academics: We learn how to learn." This background has equipped her with strong analytical and strategic thinking skills, allowing her to analyze various perspectives and understand the bigger picture before making decisions. In this episode, Patrícia shares her insights on working in companies that operate in a decentralized manner. If someone were to start a new role in a decentralized company, what tips would she offer? Working in a decentralized company is all about collaboration – joining forces to drive better outcomes. But how can you ensure that global and local teams work together effectively rather than operate in silos? How can you take successful local marketing initiatives and scale them for global impact? You’ll hear more about the power of co-creation, collaboration, and scaling in decentralized marketing. Patrícia emphasizes the importance of working closely with customer-facing teams to achieve better outcomes. You’ll also hear how to balance structure and flexibility in decentralized marketing, and how to make global campaigns work across regions with vastly different team sizes and resources, why co-creation with local teams is essential, and what key lessons new marketing leaders in decentralized organizations should keep in mind. Connect with Patrícia on LinkedIn: https://www.linkedin.com/in/patricia-namba/ The links and resources mentioned in the episode: Gartner: https://www.gartner.com/en Forrester: https://www.forrester.com/bold/ B2B Insiders: https://open.spotify.com/show/5f59iqzShvJc7Hb7dMaiRP?si=7665188f7037416b