Jodie Madden

Organizer
DISC Type : Sd

Director of Brand & Marketing at Yorkshire Building Society

United Kingdom

Overview

Jodie is the Director of Brand & Marketing at Yorkshire Building Society, with 17 years of B2C experience across the US and UK. A graduate of Cardiff University, her peers describe her as strategic, data-driven, creative, and an excellent team motivator, skilled in innovating to achieve results.

Having recently moved back to the UK, Jodie has a keen interest in the cultural nuances of advertising, comparing the humor and diversity in British ads to their American counterparts. She is always learning about new AI and technology, constantly looking to push the boundaries in her field.

She has lived and worked on both sides of the Atlantic, giving her a unique perspective on global marketing strategies.

Personality Overview

Strong-minded

Trusting Of Others

Slow Starter

They exhibit a rare combination of being result-oriented but patient at the same time.  They are very professional in their approach and can weigh multiple perspectives together. Reading between the lines and seeing beyond your words comes naturally to them.

Topics They Care About

Creative AI
Actively seeking opinions and tool recommendations for leveraging creative AI within brand guidelines to decrease costs and increase efficiency.
B2C Marketing
Considers B2C her specialty, with extensive experience leading all aspects of consumer marketing, from paid media and lifecycle to brand and creative.
Brand Advertising
Focuses on effective brand strategy and execution, demonstrated by her analysis of ad placements and their contextual effectiveness.

Media Appearances

Jodie has no verified media appearances

Work History

11-2025
Director of Brand & Marketing at Yorkshire Building Society
12-2022 - 2-2025
(S)VP, Consumer Marketing at Ibotta
6-2021 - 12-2022
VP, Growth Marketing at Ibotta
1-2020 - 6-2021
Director, Client Marketing at Ibotta
4-2018 - 11-2019
Director, US Retail Marketing & Strategy at Western Union

Education

2005 - 2008
Bachelor of Science (BSc) from Cardiff University / Prifysgol Caerdydd
Prince II Practitioner (incl Foundation) from PRINCE

More Information

Social Presence :

Prographics :

Exp : 15 Location : United Kingdom Job Level : Mid-senior Designation : Director of Brand & Marketing at Yorkshire Building Society
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Insights For Selling To Jodie

During A Call Or A Meeting

DO's

  • You can spend time on BANT (or other qualification methodology) but keep it to the point
  • Let them know of potential risks but suggest mitigation methods alongside
  • Focus on the results that your product produces, expect some strategic questions in return

DONT's

  • Don't focus too much on mutual contacts or bother about other stakeholders, focus on them
  • Don't go over them unless you are left with no other option
  • Avoid putting conscious effort into relationship-building

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Jodie is

  • Strong proof of impact and their conviction will matter the most, but they wouldn't want to act unilaterally either
  • Will you ever get a clear answer from Jodie

  • They will say no if they are not convinced but you will have to prompt them.

Insights For Deal Planning

    How fast (or slow) will Jodie move?

  • They will want to understand things well but can move fast once they have a clear picture.
  • Can Jodie take some risk or not?

  • They have good risk tolerance but are likely to think it through once or twice.

You And Jodie

Personality Compatibility


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