Breaking down silos in a marketing team

Is your marketing team actually a team - or just a collection of channels with a shared Slack group? 🙃

One of the best things I did at Moonpig was set up a weekly campaign planning meeting that brought together CRM, Creative, Paid Media, Social, Product Design, and even Commercial leads. We worked backwards from the launch date and made sure each team knew what others needed and when.
It might not sound groundbreaking - and maybe you’re already doing something similar - but at the time, we’d grown fast and needed to professionalise and systemise how we worked. What’s more surprising? Since then, I’ve been into businesses of a similar or even larger size where these kinds of meetings didn’t exist at all or were running inefficiently.

I didn’t lead the whole marketing function back then, but I agreed with my peers that we needed a better way of working together. So I facilitated the meeting myself to start with, aided with whiteboards, post it notes and lots of biscuits.
Was it slick? No.
Did we run out of time every week? Yes.
But did it force collaboration and education? Absolutely.

Eventually I made the case to hire a Campaign Manager, a marketing generalist whose superpower was bringing people together and seeing the full picture.
It’s also why I run team meetings a bit differently. Less updates, more insight:
“What’s your priority in the next few weeks?”
“What do you need help on?”
“What have you learned?”

And if you want to really break silos, here’s one thing to stop doing 👇
Measuring team performance *only* by revenue per channel.
It’s useful and wide spread, yes - but overemphasis on that metric can cause tunnel vision. (“Email is down, but Paid is fine so we’re all good!”) It distracts from the customer journey as a whole.

Some of the biggest internal tensions I’ve dealt with in my career?
- CRM and Design (esp. when design doesn’t know how email rendering works)
- Brand and Paid Social (where pace and polish often clash)
- Paid Media and CRM (not sharing triggers or targeting logic)
And don’t get me started on marketing teams who optimise everything… except the actual customer journey.
Bids, audiences, creative, copy? ✅
Landing page experience after the CTA? 😬

More on scaling marketing teams and cross-functional collabs (Marketing x Tech, Sales, Finance…) coming soon.
Follow me if you want to hear real examples, not buzzwords.