Build Forward: Making Hard Choices Without Losing the Future - Hays

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Overview

In this fireside chat from the CMO & CAIO Inspired Summit at Syon Park, London, in October 2026, Simon Edward of Inspired Business Media talks to Julia Cames of Hays about the question every commercial squeeze forces on marketing leaders: what do we stop?

Julia, who joined Hays from HubSpot and GetYourGuide, shares lessons from a recent restructure of her marketing department. She explains how a three-year vision built on clear pillars sets the boundaries for every reduction, how to bring sceptical stakeholders with you, and how to lead people through change with transparency.

Key takeaways

  • Before looking at headcount, understand your opex: how much goes on marketing spend compared with payroll.
  • Anchor decisions in a north star and clear pillars: protect and channel the brand, keep performance and pipeline strong, and look after customer experience and loyalty.
  • Activation channels can be paused, but brand building needs steady funding because it takes so long to build back.
  • Pair a three-year vision with agile, quarterly milestones and quick-win pilots that can be tested and scaled, rather than a waterfall plan that is out of date by the time it lands.
  • Lead change with transparency and presence: explain the why, use data to win over stakeholders such as sales, and balance savings with investment in growth.

Watch the full session on YouTube: Build Forward: Making Hard Choices Without Losing the Future

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