Client Perspective

Case Studies


Axia helps theatre organization define requirements for marketing director.
The challenge:
A regional theater offering musical performances and theatrical productions had begun a senior management team development program. The goal was to improve their leadership and collaboration skills so that they could better drive organizational growth and ultimately increase attendance figures. After a few initial sessions, a large gap became apparent between the marketing director's experience level and the level of expertise of the other senior managers.

The solution:
Axia was brought in by the HR consultant to work with the marketing director in a coaching relationship. The marketing director had been promoted rapidly and did not receive any training or mentoring to help them step into their new role. Axia's initial charge was to meet with the marketing director to gain an understanding of their specific marketing strengths and weaknesses and jointly identify specific areas where new perspective and marketing knowledge were needed. Early in the process, the marketing director resigned to take a new position with another company. Axia was able to quickly shift focus to clarify the responsibilities that would need to be filled by a replacement marketing director.

The result:
With more precisely defined marketing needs, other senior staff members were able to absorb those responsibilities in the short term with the support of an outside advertising agency. Moving forward, the organization has a clear picture of the type of candidate they are seeking for the permanent position of marketing director.