Context
A two-day off-site was organized to align the Global Channel Marketing function of a leading eyewear company around a shared mission, clarify roles and responsibilities, and strengthen collaboration both within the team and across the organization. The initiative aimed to foster cohesion among leaders, optimize internal interactions, and co-develop a forward-looking action plan to support strategic goals.
Approach
Matter co-designed and facilitated the off-site, building a journey that combined personal reflection, visual storytelling, and collaborative design. Activities included sharing personal stories of belonging to explore individual motivations and team identity, mapping key milestones and shifts in the team’s history and context, co-designing a shared mission statement for the Marketing Channels function, using the “Bus Journey” metaphor to visualize the current and future state of the function, working in pillar teams to define roles, outputs, blockers, enablers, and strategic goals, conducting speed dating sessions to surface expectations and collaboration levers across pillars, and building a collective action plan aligned with business priorities and stakeholder engagement.
Results
The off-site produced a set of concrete outcomes, including a shared mission statement for the Marketing Channels team, a clear definition of each pillar’s role, objectives, and ways of working, a first map of interdependencies, blockers, and enablers for collaboration, a visual and time-based action plan to guide strategic execution over the next 6–18 months, and stronger alignment across leadership roles with renewed energy toward a unified direction.