The Shift from Reactive Marketing to Performance Partner with Justin Godwin
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The Shift from Reactive Marketing to Performance Partner with Justin Godwin
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Marketing and operations are aligned around the same goal: stronger performance across the portfolio. In practice, that alignment often takes shape through reactive and responsive workflows.
In this episode, Justin Godwin, Director of Marketing Strategy and Innovation at Cushman & Wakefield, breaks down what it actually takes to evolve that dynamic at scale.
From restructuring a lean marketing team supporting hundreds of properties to redefining marketing as an extension of the leasing function, this conversation gets into the operational reality behind making marketing more proactive, not just responsive.
We talk about how marketing teams operate in response to requests, what it takes to shift that dynamic, and how trust evolves when marketing starts showing up with data, recommendations, and a point of view instead of waiting for direction.
The core shift is moving marketing from reactive execution to proactive performance support.
This is a conversation about systems, communication, and what changes when marketing is structured to drive outcomes, not just respond to them.
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