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the skills assessment and training gave them the confidence that they’re adding real business value.” The challenge Undertaking the shift towards more centralised communications was not without its challenges. Transitioning from a combined Marketing & Communications function to separate entities required our country teams to develop functional expertise in communications, alongside marketing. In moving from generalist to specialist roles, there was also a universal need to be able to develop competency in measurement, stakeholder management, change facilitation and business acumen. Although training sessions helped facilitate this transition, maintaining a balance between generalist skills and deep communication expertise remains an ongoing challenge.
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