Leading a growing marketing team is both a challenge and a privilege. It requires not only aligning people with goals but also mentoring, inspiring, and building a strong, adaptable culture. As my team has evolved at Sunset Hospitality Group (SHG), I’ve learned that success is less about controlling outcomes and more about nurturing potential. Here are my five key strategies for managing a team in growth mode.
Hire for Tomorrow, Not Just Today
Hiring well is where everything begins. At SHG, we always start by identifying our needs clearly and thinking ahead. When choosing someone, I ask: Will this person grow with us? Do they have transversal skills that can evolve with the brand?
Beyond the resume, we hire for the "Sunset personality", someone who’s open-minded, diverse in thought, knowledgeable, and committed to results. I value a strong work ethic, adaptability, and the ability to collaborate with different personalities.
And yes, trust your gut. Interviews can be polished performances, but instincts are built through experience. Not everyone will deliver on their promises, but over time, you learn to spot potential beyond the pitch.
Empower Your People
Micromanagement stifles growth. I’ve been there. Early in my leadership journey, I felt the need to control everything. But I learned that real leadership is about setting clear expectations, then stepping back.
When you hire capable people, trust them to do what they’re good at. Give them the tools, the authority, and the freedom to execute. I collaborate with my team rather than dictate, and I always make time to share knowledge, brainstorm, and reflect on the basics of marketing.
It’s also crucial to challenge your team. Push them outside their comfort zones, even when it’s uncomfortable. Growth happens when people are given responsibility and support. Embedding values like autonomy, empathy, and adaptability into your team culture will help them, and you, go further.
Communicate Like You Mean It
You’d be amazed how many companies in the communications world don’t communicate well internally. Start by being crystal clear about your team’s purpose, the company vision, and each person’s role within that.
At SHG, we embrace a 360-degree feedback culture. We keep the lines open and encourage people to speak up, share ideas, and challenge the status quo. Some of the best ideas come from unexpected places, but only if people feel safe to contribute.
Transparency matters. Share wins, challenges, and changes openly. When your team feels included in the bigger picture, they engage with purpose.
Master the Juggle and Don’t Forget to Breathe
Marketing is fast-paced and often chaotic. With multiple brands, priorities, and deadlines, staying organized is non-negotiable. My solution is a separate to-do list per brand, simple but effective.
No matter how experienced you are, keep learning. Don’t hesitate to ask peers or mentors for advice, and encourage your team to do the same. There’s always a better way to work, and often, someone else has already found it.
And be kind to yourself. Mistakes will happen, like a disorganized photo shoot that taught us all a valuable lesson. What matters is how you respond, regroup, and improve next time. Leadership means owning your errors and showing your team that growth is ongoing, not perfection.
Build Trust and Lead with Influence
Trust is everything. Leadership starts with believing in your people and proving to them that you’re someone worth following. I’m proud of the team I’ve built. They’re not just skilled, but kind, visionary, hardworking, and fun. That matters.
Emotional intelligence is vital. Get to know your team, watch for changes in behavior, and respond with empathy. When people feel seen and understood, they work harder and smarter.
Finally, lead by influence, not authority. At SHG, we treat company culture as a business priority because people are the core of what we do. I try to lead by example, showing it’s okay to take risks, to speak openly, to make mistakes, and to grow from them. I strive to foster an environment where everyone feels safe, supported, and heard.
Final Thoughts
Managing a growing team is not just about scaling operations. It’s about developing people. It’s about creating an environment where trust, creativity, and accountability thrive. When you focus on long-term growth, communication, empowerment, and emotional intelligence, your team won’t just keep up, they’ll lead the way forward.
