Driving Change Through Purpose-Driven Marketing in the Sustainability Sector
by Kirsten Doddy
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What you'll discover
when watching Kirsten's story
- A multi-faceted approach to demand generation, including events, webinars, and content creation, can help reach and engage target audiences.
- When developing new products or features, prioritize the end user's needs and thoroughly test before launch to ensure effectiveness.
- Strong branding is crucial for establishing identity, differentiating from competitors, and creating a cohesive marketing strategy.
- Building a diverse skill set across different industries and roles can prepare you for leadership positions in marketing.
- Sustainability and corporate responsibility are becoming increasingly important factors in business strategy and marketing.
- Aligning your career with your personal values and purpose can lead to greater fulfillment and impact.
- Effective marketing involves educating clients and providing ongoing support throughout their journey.
Meet Kirsten Doddy - Group CMO @ Anthesis Group
Kirsten Doddy is the Group Chief Marketing Officer at Anthesis Group, a global sustainability firm helping corporates achieve their sustainability goals.
With a career spanning over two decades, Kirsten started in public relations before transitioning to in-house roles across tech, media, and retail industries.
Her journey led her to Anthesis in 2016, where she now leads both marketing and sales functions for the 1500-person company operating in 20+ countries.
At Anthesis, Kirsten guides a diverse international team in developing marketing strategies and campaigns tailored to different markets and sustainability topics.
Under her leadership, Anthesis engages in numerous industry events, sponsors about 25-30 events annually, and produces free educational content like webinars and podcasts.
Kirsten’s passion for purpose-driven work and her expertise in branding have been instrumental in Anthesis’ recent rebranding efforts.
Check out Kirsten Doddy's thoughts on sustainability in business
When asked how aligning her career with personal values can impact job satisfaction, Kirsten shares:
"When people learned I'd be working for a climate change-focused company, they called me a superhero. It shows how aligning personal values with professional work brings a sense of fulfillment and purpose. When your work connects with what you believe in, it creates deeper job satisfaction."
She also shares how Anthesis Group approaches client relationships:
"We guide clients through every stage, ensuring they understand the process and have the right digital tools for data collection. We’re not just service providers; we’re partners in their sustainability journey, helping them build the infrastructure they need for informed decision-making."
And what strategies does Anthesis Group use for demand generation:
"We focus on hosting events to connect directly with potential clients. These face-to-face interactions help build trust, address concerns, and create meaningful conversations that go beyond just pitching a service."
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