Opinion: Managing Marketing Through Mergers, Mission & Marketplace Shifts
- The Marketer
- Jun 4
- 2 min read
By Michael van Oudtshoorn Chief Marketing & Communications Officer at genU
Marketing isn’t just about campaigns anymore. It’s about clarity - in complexity, in change, and in moments when people are looking for meaning.
Over the past few years, I’ve led marketing and communications teams through some big shifts: the merger of two iconic organisations, the rebranding of legacy programs, and the evolution of fundraising in a highly competitive and regulated space.
Here’s what I’ve learned along the way
Internal communications is brand marketing
Before we can align a community, we have to align a team. Every brand rollout, restructure or service change starts with a simple question: do our people understand it, believe in it, and know how to explain it? When we get this right it's the most effective medium to drive brand recognition and shift market perceptions.
Marketing can’t just be ‘on message’ - it has to be on mission
People don’t want spin. They want clarity. Whether we’re talking to staff, members, donors, clients or corporate partners, our job is to translate strategy into stories - and bring purpose to life in a way that drives action.
We can’t talk brand without owning results
If brand builds trust, then performance proves it. I believe in creative that converts, and campaigns that make the boardroom sit up - not just feel good. Yes, there's a place for awareness - but only when it influences conversions and drives traffic through the funnel.
Events are one of the last true storytelling platforms
From the Chevron City to Surf to Action for Activ Day, I’ve seen the power of moments that connect people to purpose. When done right, events build community, reinforce values, and create memories that outlast any media plan.
Change is hard. But comms can make it meaningful
We don’t always control the change - but we do control how people feel through it.
Transparent, timely, and human-centred communication turns uncertainty into trust.
There’s still more to learn.
But if you’re leading marketing in the social impact space right now, know this: your role has never mattered more.
