LinkedIn’s marketing VP on introvert leaders, plot twists and the P&L ‘story’
From inspiring her team to sit “on the edge of their seats” to getting under the skin of the organisation, self-acceptance has made Minjae Ormes a more effective leader.
Much is made about the need to nurture key relationships within B2B marketing.
Should marketers focus on building a strong bond with the CEO, CFO or maybe the head of sales?
For LinkedIn vice-president of marketing for global brand and consumer, Minjae Ormes, there is no one relationship that matters above all others. Instead, she believes marketers need to be “friends with everyone”, which she describes as an interesting place to be as an introvert.
“From an internal perspective, ultimately our colleagues and employees are also another audience we’re trying to talk to and build relationships with,” she explains.
“They matter in our mapping. So, how do we build and maintain those relationships? What do they care about? What’s their motivation? Very similar to how you would do that for your customers and future members, you’ve got to do that as a marketer.”
Ormes joined the professional networking platform in 2021 from her role as chief marketing and growth officer at digital wireless service Visible, a position preceded by more than six years at YouTube. Responsible for global brand, consumer product marketing and market research, she remembers getting to grips with her new role and what it meant to work in a “relationships first company”.
