IMC EPISODE 12: SAB’s Marketing Playbook with Vaughan Croeser | VP of Marketing at SAB

In this IMC Series episode, we sat down with Vaughan Croeser, Vice President of Marketing at SAB, to unpack why marketing is not a support function; it’s a strategic co-pilot. Vaughan shares why marketers should not be fighting for a seat at the table, but actively shaping direction and driving organisational growth.We explore how brand consistency, purpose alignment, and long-term strategic influence inform SAB’s approach to marketing in a rapidly evolving landscape. Vaughan also breaks down why the influencer marketing space is maturing and how SAB has formalised a rigorous, values-based influencer selection and vetting process to ensure meaningful, reciprocal partnerships instead of quick, transactional wins.If you're interested in how influence becomes real business value, this conversation is your blueprint.Follow our guest: https://tr.ee/ZOUgKuFollow Us On: Instagram: https://tr.ee/9MFBqI TikTok: https://tr.ee/F5wHS1 LinkedIn: https://tr.ee/72U7z0#IMCxStyleID #StyleIDApproved #nextgenmarketing