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Melanie
Hunter Yell
CMO - Global Marketing Transformation and Excellence Director
Tate & Lyle
Melanie Hunter Yell is a commercially focused CMO, growth leader and executive coach with nearly 30 years’ experience leading marketing across complex B2B and B2C organisations. Having held Chief Marketing Officer and Chief Growth Officer roles, Melanie has built brands, led global teams, managed significant budgets and delivered measurable commercial growth. Her career spans high-growth, transformation-led businesses where aligning marketing strategy to revenue, profit and long-term value creation was critical. Today, alongside her role as Global Marketing Transformation and Excellence Director (Fractional) at Tate & Lyle, Melanie coaches marketing and executive teams to strengthen commercial impact, strategic clarity and board-level credibility. She specialises in helping organisations connect marketing activity to revenue, retention and profit — ensuring marketing operates as a growth engine rather than a cost centre. Grounded in decades of executive-level experience, Melanie brings practical insight into marketing transformation, commercial storytelling and capability elevation, helping leaders prove, narrate and scale marketing’s commercial impact.
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25 June 2026 09:15 - 09:45
From marketing metrics to commercial impact: Operating as a growth leader in a high-accountability environment
Marketing leaders today aren’t short on data, they’re under pressure to make that data credible, comparable and commercially decisive. In this keynote, Melanie Hunter Yell goes beyond the measurement basics to address the real challenge facing CMOs: how to translate complex, often fragmented marketing signals into a financial narrative that stands up in the boardroom. Drawing on nearly three decades of executive leadership across B2B and B2C organisations, Melanie will explore how leading CMOs are: - Reframing marketing performance in terms of revenue quality, margin contribution and long-term value - not just volume - Aligning with CFOs on shared definitions of growth, investment efficiency and payback - Navigating the tension between short-term performance pressure and long-term brand building This session will challenge conventional approaches to attribution and ROI, and offer practical ways to strengthen marketing’s commercial credibility in organisations where scrutiny is only increasing.