Case Study: Unifying a Regional Marketing & Communications Leadership Team

The Challenge

The client was a regional marketing and corporate communications team within a global consulting firm. This newly formed team resulted from a major restructuring initiative that consolidated individual country-level marketing departments into one cohesive, regionally aligned unit.

A new leader was brought in to guide this transition. Team members, coming from different countries and organizational cultures, faced uncertainty and anxiety around the change, particularly about their roles, the team’s direction, and how they would work together moving forward.

The initial goal was to support the new leadership team in defining their shared purpose, mission, values, and ways of working.

Approach

The engagement spanned three months and combined individual coaching and facilitated team development. It began with 1:1 coaching sessions for each leadership team member, including personal values and goals assessments. This groundwork helped surface individual perspectives and set the stage for deeper team work.

The core of the engagement was a leadership team offsite, designed to address underlying conflicts, explore interpersonal dynamics, and begin rebuilding trust. Through a mix of team coaching methodologies, structured dialogue, and purpose and values-based exercises, the team co-created their Team Purpose, Core Values, and ultimately a Team Charter. This process helped shift the focus from uncertainty and siloed thinking to collaboration, alignment, and shared leadership.

One of the key breakthroughs was the collaborative creation of the team’s purpose; a process that required honest dialogue, deep listening, and compromise. Despite differing backgrounds and some initial skepticism, the team aligned around a shared purpose they all genuinely embraced. The unanimous enthusiasm for the final version was a unifying moment.

Another important shift occurred when the team acknowledged how much unspoken tension and resistance had been lingering due to the recent restructuring. By creating space to name and process these emotions, individuals began to recognize their agency in shaping the future of the team, rather than being passive recipients of change.

Perhaps most significantly, team members experienced a sense of belonging and connection, even though they hadn’t worked together before. This sense of unity laid the foundation for healthier team dynamics and a more collaborative culture moving forward.

Outcomes & Impact

The engagement marked a critical first step in moving the team forward on their change journey. With a shared purpose and values in place, the leadership team gained clarity and began to communicate that vision to the broader organization. This helped ease uncertainty, improved morale, and reduced the previously tense, uneasy environment.

For those team members who ultimately didn’t align with the new direction, transitions happened peacefully and respectfully, allowing the core team to move ahead with greater cohesion.

Anecdotally, several leaders described the process as transformative. Not only for the team dynamic but for their personal mindset. The client referred to the coach as the “heart and soul” of the process, offering encouragement, structure, and a steady presence that helped anchor the team in a time of great change.

This engagement succeeded in getting a disconnected team willing to connect—a powerful shift that laid the foundation for broader cultural transformation. It helped the team gain clarity on their collective direction and how each individual could contribute to it meaningfully. It also surfaced key challenges and blind spots early, allowing the organization to proactively address areas needing further development.

A central lesson was that real change takes time. Rushing transformation risks missing the depth and commitment needed to make it sustainable. Not everyone has to love the process, but that isn’t the point—the goal is to create space for people to feel they belong, can contribute, and make

“Carrie helps us get out of our own way in order to connect and work together. Her energy is contagious, and I’ve always felt as though we were the most important thing. She’s highly engaged, creative, resourceful, and professional.”

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