Marketing Function Case Study

Home » Marketing Function Case Study
Home » Marketing Function Case Study

Read below our case study of developing a Operating Model design for the Marketing function at a leading Australian bank.

Our client, the Marketing department of a big four Australian bank, were merging two sections totaling ~ 600 people. 


Sought a new structure, right-sized skills and capabilities, and changed ways of working to be more agile, faster to market, and efficient.


Some teams were already using Agile ways of working, however scaling Agile across the whole department required major structural and operating changes. 


Needed to ensure organizational changes caused minimal disruption to short term productivity. 


Organization was tired of change, having gone through several restructures in the past year.


Assessed overall operating model to scale Agile ways of working.  


Defined a new structure based on Tribes, Squads, Chapters and Centres of Expertise (CoE) including how they interact with each other.  


Significantly simplified marketing specialist roles, and introduced agile at scale roles. 


Re-defined reporting lines and career paths.  


Leveraged the existing Agile ways of working and supporting guidelines, and added new dimensions to support scaling.  


Supported the HR process by a structured change management that contained a mix of physical and online communications.

Key Activities

Find out how ADAPTOVATE can support the Marketing function on your transformation journey.

The Results:

New structure reduced silos, flattened hierarchy and more aligned to the customer strategy.

Scaling Agile from ~150 to ~600 people.

Simplification of role types.

Playbook for Agile ways of working.

Subscribe to ADAPTOVATE Insights, our monthly look at the critical issues facing global businesses.




Simpson House, Level 5, 249 Pitt Street

Sydney NSW 2000

+61 2 7200 2530


L7, North Tower, 276 Flinders St

Melbourne VIC 3000

+61 2 7200 2530


3 Temasek Avenue #18-01 Centennial Tower

Singapore 039190

+65 9012 8992


ul. Czackiego 15/17 street

00 -043 Warszawa

+48 505 626 416