Ep 08: Leading the Brand Story with Sue McVie

Uncover the secrets behind successful commercial strategies and powerful storytelling to boost your sales. Amanda chats to Sue McVie about her extensive career - from her initial field sales role at McVitie's to becoming a visionary trade marketing director at Walkers and beyond. Tune in to learn how Sue blends extroverted energy with introverted reflection, combats imposter syndrome with data, and emphasises the transformative power of storytelling in sales.Here are the Highlights:04:07 Transitioning to leadership: understanding diverse leadership styles.09:37 Learning leadership on the job through authenticity.13:19 Coping with self-doubt through data and reflection.23:52 Engaging consumers with aspirational branding.28:15 Lead with vision and provide a clear strategic framework.31:49 Empowerment and confidence stem from supportive leadership.34:46 Trained, diverse teams in effective storytelling techniques.Join us each month between September and January for the Uspire webinar series “Build Your Commercial Leadership” and get valuable leadership frameworks and techniques to help you lead your team to sustainable revenue growth. Register here https://theuspiregroup.com/uspire-events/uspire-discover-build-your-commercial-leadership/About Amanda DownsAmanda Downs is Uspire's Director of Commercial Leadership and a commercial training and coaching expert. She has worked extensively in Europe, EMEA, the US, and Asia and is an accredited Insights Discovery practitioner. She also leads Uspire's commercial leadership proposition.She produces the popular Sales Growth Expert blog and is currently writing her first sales leadership book.Connect with Amanda:Website: theuspiregroup.comLinkedin: https://www.linkedin.com/in/amandadowns2/About The Uspire PartnershipUspire challenge, energise and upskill leaders to set the stage for business transformation and commercial success. Members of the Uspire team are all industry professionals and have first-hand experience of the commercial challenges you face. We develop leadership skills and commercial capabilities; delivering profitable growth and a sustainable legacy of change.Connect with Uspire:Website: theuspiregroup.comLinkedin: https://www.linkedin.com/company/uspire-ltd/About Sue McVie:Sue is a purpose-led growth leader with a passion for unlocking the potential in both people and ideas. She has worked in a range of commercial, marketing and general management leadership roles for leading UK businesses including United Biscuits, Coca Cola, Pepsico, Vodafone & Kerry Foods. Latterly Sue was the MD for Pilgrim’s UK branded business, leading a £250m portfolio of well-known brands including Richmond and Fridge Raiders in addition to a portfolio of SME businesses - Rollover and Oakhouse Foods. Most recently Sue has taken up the role of Group MD for The Ignite Group, a portfolio of performance marketing agencies that help clients expand their customer base to drive sales.