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Catalyst: The leading question
- 17 July 2025
In the latest edition of Catalyst, we sat down with Oliver UK group CEO, Amina Folarin, on building marketing fit for the future. We discover her thoughts on the value of marketing as a CEO, how learning and development can help shape careers and what it takes to be a good leader.
Amina Folarin is not, and has never been, a marketer. So, what is she doing in the Chartered Institute of Marketing’s magazine?
Well, for a start, as OLIVER UK group CEO, she heads up an organisation that claims to be the first and only company to design, build and run in-house agencies and ecosystems for brands. But how does someone without a marketing background end up leading one of the UK’s – and possibly the world’s – top marketing agencies?
She did it by identifying perhaps the most crucial gap in many senior marketers’ resumes – leadership – and using her own experience to fill it.
“Marketing and HR are quite similar in how they’re viewed. For most CFOs, they’re cost centres. They don’t need to be. As an HR professional, you spend a lot of time driving leaders, supporting them and getting them to be better using leadership development courses. That’s the thing that makes the difference in both marketing and HR – how well leaders lead,” Folarin insists.
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