Martin Glenn’s career trajectory could be used as a template by The Marketing Society, of which he is president, of the archetypal marketer’s route to the top. After two years as CEO of United Biscuits, where he grew the business through a strategy of simplification, modernisation and international expansion, Glenn took over as CEO of the Football Association in May 2015. He has previous connections to the sport, having been responsible for Walkers’ association with footballer Gary Lineker during his time at PepsiCo. Football and big business often suffer criticism so it will be Glenn’s biggest challenge to change perceptions of the industry and “enthuse people that business is a source for good and that we should really appreciate the good things that living in the 21st century offers”.
Best advice: "Culture beats strategy; people make strategy happen."