Stepping into a new leadership role is both exhilarating and daunting. The first 90 days are a critical window—an opportunity to set the tone, build trust, and lay the foundation for long-term success. I’ve seen successful ramps and those that miss the mark. This summer, a group of talented women gathered with The Room, and it was the perfect setting to explore how seasoned Marketing and Advertising leaders navigate this pivotal period. The Summit’s focus on intentionality, authenticity, and leveling up inspired me to share these strategies and reflections.
- Embrace the Transition with Purpose
Charging into a new organization like a bull in a china shop rarely works—especially when you’re hired to shake things up. Senior leaders are often brought in to solve urgent challenges, so it’s essential to assess your environment and define your strategic posture. The STARS model—turnaround, startup, realignment, or sustaining success—can help frame your entry.
It’s not just about learning the ropes—it’s about redefining them. Shift quickly from observer to architect by understanding the cultural landscape, identifying quick wins, and aligning early actions with strategic goals. Accelerated learning is key: dive into the organization’s history, values, and current challenges with intention.
- Ask the right questions
- Listen actively
- Uncover team dynamics
- Communicate your action plan
That last point is crucial. Your brilliance won’t shine in silence. Share your plan, get buy-in, and start delivering wins.
- Build Alliances Early and Often
Relationships are the currency of leadership. In the first 90 days, forming strong alliances is essential. Stakeholder mapping helps identify key influencers, decision-makers, and potential champions. A simple spreadsheet—listing customers, peers, superiors, and team members flagged as red, yellow, or green—can guide your outreach.
Engage through one-on-one conversations, team meetings, and informal check-ins. It’s not just about visibility—it’s about being a good partner and helping others succeed.
- Diagnose Before You Prescribe
Before making changes, understand what’s working, what’s not, and why. Conduct a situational audit: assess team capabilities, review processes, and evaluate performance metrics. Tools like SWOT or the 5Cs (Company, Customers, Competitors, Collaborators, Climate) can help.
This diagnostic approach avoids reactive decisions and positions you as a thoughtful strategist. It builds credibility and ensures changes are grounded in reality.
- Communicate a Clear Vision
Clarity is a gift in times of transition. The first 90 days are ideal for articulating a compelling vision—one that inspires and aligns. Blend strategic intent with emotional intelligence, and invite input to foster ownership
Even if you have a strong POV, explore questions together:
- How do we build the marketing team of tomorrow with AI, value-based selling, and centralized services?
- How should our organizational design evolve?
- What defines a great marketing culture?
Once your vision is shaped, over-communicate it. Use town halls, newsletters, and casual conversations to connect the dots. Share your top three objectives and repeat them often to reinforce alignment.
- Deliver Early Wins
Momentum matters. While listening and learning are vital, so is proving progress. There’s pressure to perform early—your employer wants reassurance they made the right hire. Drive a positive narrative grounded in action.
I’ve seen the downside of delay: one executive took six months to identify their leadership team, sowing doubt and losing support. Avoid decision paralysis. Move quickly and decisively.
Early wins create a feedback loop—success breeds motivation, which fuels more success.
- Reflect, Refine, and Recommit
Day 90 isn’t the finish line—it’s a checkpoint. Pause to reflect: What worked? What didn’t? What lessons will shape your next phase? Consider creating another 90-day plan.
Continuous improvement keeps you agile. Leadership is a journey, not a destination—it demands humility, curiosity, and resilience. One of my executive coaches swears by 30-day tactical action plans. Write them down, communicate them, align with your team, and stay accountable. Even as you catch your breath from the last sprint.
Conclusion: 6 Actions for Success
The first 90 days are more than a probationary period—they’re a launchpad. How will you use them to set yourself up for success?
Use this time to:
- Embrace purposeful learning
- Build authentic relationships
- Diagnose challenges
- Communicate clearly and often
- Deliver early wins
- Commit to ongoing assessment
Yes, it can be daunting. It’s a time of self-doubt, loneliness, and imposter syndrome. But you don’t have to be perfect. Be smart, be you, and be intentional. That’s why you were hired. Shift your mindset to “what if it all went amazingly well?”—and go make that happen.
As I reflect on the insights shared by this incredible group, I’m reminded that leadership isn’t about having all the answers. It’s about asking the right questions, listening deeply, and showing up with courage and compassion. And it’s about having people in your corner who remind you: “You got this.”