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Creating a
Benchmark of
Excellence
Editor’s Desk
he exact duties of a Chief Marketing Officer
T(CMO) these days are difficult ...
facilitate it. Furthermore, they understand when to let
go of the past and what they've grown accustomed to
in order for t...
08
Cover Story
Articles
Digital Engagement
Components of
Digital Marketing
Reforming Benchmarks
The Significance of an
E ec...
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The Most Influential CMOs To Follow in 2022.pdf

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This edition features a handful of The Most Influential CMOs to Follow in 2022 across several sectors that are at the forefront of leading us into a digital future

Read More: https://insightssuccess.com/the-most-influential-cmos-to-follow-in-2022-october2022/

This edition features a handful of The Most Influential CMOs to Follow in 2022 across several sectors that are at the forefront of leading us into a digital future

Read More: https://insightssuccess.com/the-most-influential-cmos-to-follow-in-2022-october2022/

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  1. 1. Creating a Benchmark of Excellence Editor’s Desk he exact duties of a Chief Marketing Officer T(CMO) these days are difficult to define. That's because the marketing industry has a history of being unpredictable, particularly in the last few decades, as consumer attitudes and technological advancements have undergone significant changes. They occasionally have to manage sales and distribution. Sometimes they are asked to work in public relations and customer service. It all depends on what is currently expected of them. As a result, CMOs now need to be versatile masters of all trades. They must be aware of the majority of activities at their company. There always seems to be a core set of characteristics that they all share, despite the shifting expectations and various roles. Even though they assume a leadership position, a CMO must be an exceptional team player. They should be constantly seeking the input of everybody else involved. It’s also vital that they act as a mediator between the different parts of their team to solve issues and foster cooperation. In many ways, the CMO acts as the bonding force that holds a marketing team together. Their job is to keep everybody focused and remind them of the bigger picture. They accomplish this by getting all of the team members on the same page, united under a single cohesive vision. We live in an era defined by rapidly changing technology. Social media, in particular, is rarely static; it can change dramatically in a single day. Given that the majority of marketing now takes place on social media, CMOs must understand how to evolve with it. A successful CMO is always looking for innovative solutions. They recognize the importance of innovation and are willing to take risks to
  2. 2. facilitate it. Furthermore, they understand when to let go of the past and what they've grown accustomed to in order for their team to move forward and explore novel approaches. It takes a lot for a marketing campaign to stand out from the crowd. Being exciting, ground-breaking, and unique is the best way to cut through the oversaturated digital landscape. A good CMO is always aware of how the customer is feeling. They frequently monitor social media to gauge public sentiment. They also serve as customer advocates within their teams, considering how each decision may affect the consumer and arguing in their favor. Spotlighting such staunch aristocrats from the modern industry, Insights Success features some of the enthralling stories of the Most influential CMOs To Follow in 2022. Flip through the pages and indulge in the aspects of coherency combined with a distinctive blend of modern advancements. Have a Delightful Read! Abhishek Joshi Abhishek Joshi abhishek.joshi@insightssuccess.com
  3. 3. 08 Cover Story Articles Digital Engagement Components of Digital Marketing Reforming Benchmarks The Significance of an E ective Marketing Strategy 36 18 Sevounts Reinventing B2B Marketing for Hyper Growth: Next Generation Demand Generation and Account-Based Marketing
  4. 4. Abdul Sani Abdul Murad 16 Sharply Exhibiting Role of Business Marketing Leader Andrea Saravia 26 Exemplifying Enthusiasm and Proficiency Together Sasha King 40 Changing the Face of Organ Transplantation Amitabh Ramani 22 Spearheading with Strategic Marketing Initiatives Ève Laurier 32 Instilling Pride in Bombardier Bernard Nassif 28 Blending Marketing, Passion and Vision with Music
  5. 5. sales@insightssuccess.com October 2022 Editor-in-Chief Senior Sales Manager Business Development Manager Marketing Manager Technical Head Technical Specialist Digital Marketing Manager Research Analyst Database Management Technology Consultant Merry D’Souza Managing Editor Abhishek Joshi Executive Editor Jenny Fernandes Assistant Editors Anish Miller, Sakshi Shrivastva Kshitij S Peter Collins John Matthew Sales Executives David, Martin Business Development Executives Steve, Joe Jacob Smile Prachi Mokashi Dominique T. SME-SMO Executive Sagar Lahigade Frank Adams Circulation Manager Robert Brown Stella Andrew David Stokes Visualizer David King Associate Designer Sandeep Tikode Co - Designer Revati Badkas Copyright © 2022 Insights Success, All rights reserved. The content and images used in this magazine should not be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without prior permission from Insights Success. Reprint rights remain solely with Insights Success. Follow us on : www.facebook.com/insightssuccess/ www.twitter.com/insightssuccess We are also available on :
  6. 6. Abdul Sani Abdul Murad, Vice President Marketing Communications Abdul Sani Abdul Murad is a true-blue marketer who has been in the business from the ground up RHB Banking Group rhb.com Amitabh Ramani Global Marketing Director Jade Global jadeglobal.com Andrea Saravia, Global Marketing Director Ufinet ufinet.com Gary Sevounts, Chief Marketing Officer Socure socure.com Bernard Nassif, Chief Marketing Officer Glava Holdings glavaholding.com Ève Laurier Vice President of Communications, Public Affairs & Marketing Bombardier bombardier.com Description Company Name Featured Person Amitabh Ramani has led strategic marketing initiatives over the past 18 years to drive change through a mix of innovative technology. Andrea is an experienced, accomplished, and results-driven professional with more than 15 years in B2B marketing strategy and branding. Bernard is well rounded with not only people management, marketing, sales, and product development experiences but also finance expertise with management of separate divisional P&L and Supply chain. Ève Laurier is a seasoned professional and senior executive leader, who brings more than 20 years of knowledge and experience in public relations, communications, corporate marketing, and branding to Bombardier. Gary is a seasoned, creative and passionate marketing executive. Sasha King Chief Marketing Officer CareDx caredx.com Sasha is committed to improving transplant patient outcomes by providing innovative and intelligent solutions throughout the entire patient journey.
  7. 7. Sevounts Reinventing B2B Marketing for Hyper Growth: Next Generation Demand Generation and Account-Based Marketing C o v e r S t o r y Strategic technical storytelling, constantly reinventing and scaling revenue generation engines, and building top marketing teams are the three essential pillars for hyper growth. “ “
  8. 8. Gary Sevounts, CMO Socure
  9. 9. Reinventing ABM and Demand Generation Many global CMOs operating in micro and large enterprises utilize only the tried and tested methods to create an impact. However, when we came across Gary Sevounts, we were stunned by his unique approach. While innovation has been acknowledged as a fundamental quality for product and tech teams for some time, innovative practices are also increasingly being applied to marketing. Fundamentals, innovation, technology, and science, when amalgamated with marketing, could result in exponential growth, allowing the companies to drive a win- win situation. Adapting to customer behaviour and new technologies while maintaining a strong customer focus is essential to great marketing. Creating an incredible customer experience means giving consumers something beyond their imagination. By providing the most impactful pipeline and demand generation on account-based marketing with distinct category building and strategic messaging, Gary has proved to be one of the most influential CMOs in the industry. With a proven track record in building effective demand generation engines, industry-leading brands, and scalable teams for rapid growth, Gary utilizes his knowledge as the full-stack CMO driven by the mantra 'overachieving while underspending.’ Being a disruptor in this sector, Gary and his team reinvented ABM-driven demand generation driving 3x YoY pipeline generation growth with architecting, building, and scaling the Treasure Operations science as a part of Account-Based Marketing, where he combined account- based marketing with digital inbound marketing, infused with core differentiation, storytelling through product marketing and high-quality content, SEO, intent signals, MarTech, and analytics. Gary and his team flawlessly executed this by reinventing and enhancing account-based marketing with this Treasure- Ops-driven approach. Today, as the CMO at Socure, Gary implements his decades of experience scaling companies to newer heights. Though, to reach this point, he had quite an astonishing journey filled with various challenges, coming from a technical and storytelling background. Let us unveil his journey! The Steady Rise After getting a degree in software engineering, Gary pursued jobs that covered every crucial aspect of the software industry to gain a complete and deep understanding of how everything is done to be an effective leader. From developing software to QA to running tech support, from sales and business development to product management to product marketing, and then onto owning the complete marketing function. For the last 15 years, Gary has heavily focused on leading marketing teams, gradually leaving his imprint as the CMO, employing his clear understanding of the software and SaaS industry, which is the significant reason behind his success. His technical storytelling, combined with building impactful teams and generating pipelines, has helped renowned companies to overachieve their growth goals. Delivering such consistent performance was not always easy; Gary highlights the three significant challenges he faced along the way. Technical Storytelling, Strategic Messaging & Category Building: When Gary was working at Panda Security, it was a very crowded space with several security vendors complaining about a problem. Thus, Gary developed a Today, Socure has more than 1,000 customers, including top nancial institutions, government agencies, and leading enterprises across all industries. “ “ The Most Inuential Cmos To Follow In 2022
  10. 10. strategic messaging for cloud-based endpoint protection to stand out. He conducted research after research, conversed with customers and tech people, and came up with a message called Forget Security, a successful disruptive eye- opener for people to increase their curiosity. They asked, "How can we help you forget security?" highlighting the importance of addressing security complexities, incidents, and overly unnecessary costs. The message of Forget Security stood out and overcame numerous challenges that helped the company propel and succeed. Gary understood the market deeply to elevate the desired message in a way that resonates with customers and assists them in understanding how they can solve their problems with technology to help them grow significantly faster. Pipeline & Revenue Generation: Gary came up with numerous ideas to hit the sales numbers and overachieve at a lower acquisition cost by reworking the pipeline and revenue generation. He devised a term called TOPS ABM, an account-based marketing engine that would deliver pipeline and revenue numbers above the goals at a fraction of the cost. The system is predicated on data science, account-based marketing, digital inbound marketing, SDR, and product marketing, and content. It allows to attract and identify in real-time companies in the market for solutions that it provides and educate companies turning them into qualified opportunities into revenue in a short time at a fraction of a cost. Doing More with Less: The current economic downturn is fourth in his career. He has successfully overcome this challenge in several companies by building a very lean marketing organization with lean budgets that consistently outperformed large corporations and helped companies to overachieve their goals. The key is to do more with less. Partnering with Sales: Scaling pipeline 3x in one year would have been impossible without a close partnership with the CRO. Socure's CRO, Rhon Daguro, has worked closely with Gary and the marketing team in architecting, building, and scaling the demand and revenue engines. His approach in technical selling, data-driven pitch building and funnel management, real-time feedback, and empowering highly impactful sales teams, has been a huge part of the success story.
  11. 11. Socure: Identity Starts Here Trusted by 1,000+ top financial institutions, government agencies, and enterprises, Socure is the only graph-defined identity verification platform that utilizes every identity element—delivering the most accurate fraud detection and verification in real-time. It leads the identity verification and fraud protection space. Its mission is to accurately identify with 100% of accuracy the digital identities on the internet right. The largest companies across many industries, from financial services to fintech to gaming to insurance and other sectors, telcos, and governments rely on Socure for accurately verifying identities to protect against fraud. To help with the conversions of their customers, which is increasingly important in current times because many areas where Socure helps is stopping fraud, which decreases the costs for the companies, also further reducing the cost of acquisition because marketing dollars are becoming harder to obtain. “ “ Our rapidly growing team comes together for in-person meetings and events to build relationships, learn, and celebrate key milestones.
  12. 12. company's growth from the other. He notes, "Strategic technical storytelling, category building, and having strong teams are the three essential pillars for hyper-growth.” Gary wants to build a future marketing organization by enabling marketing professionals learn, evolve, outperform, and have a transformational impact. He consistently focuses on the team to love their work, grow their careers, and deliver an outsized impact on the companies so that they can grow faster. "I build Marketing teams in a way for people on my team to be very proud of their work, and what they will learn, and what they accomplish, and how they push the bar of what it seems to be impossible, so they could go back one day and say this was the best journey of my life and the foundation of my success. Marketing is becoming very strategic for companies, and one of my goals is to build and empower future CMOs.” Per Gary's request, this award is shared with CRO Rhon Daguro and the marketing leadership team that built the TOPS ABM engine with him - Heather Adams, Danielle Allen, Jake Deserio, Charmaine Odums, Anthony Winslow, Angela Griffo, West Gass, and others. Socure's technology helps decrease acquisition costs by providing accurate and inclusive identity verification rights. And it's also helping to reduce the operational cost by automating approvals, so time and money are not spent on many manual reviews. However, those approvals are done automatically and very accurately. Scaling with Technology Gary believes that one should architect the marketing model to help build and accelerate the revenue to figure out the flow in parallel to the plantation of technology. Technology is one of the significant pillars of business, and marketing is transforming. However, numerous automated tools cover different aspects of business, and data science is becoming more imperative. He mentions, "The technology around data science that combines this, which powers the treasure ops account-based marketing approach to achieve marketing goals.” What Lies Ahead? Gary aims to continue improving marketing function to focus more on how modern marketing helps to strategically differentiate from one side and significantly accelerates the
  13. 13. The 10 Most Influential CMOs to Watch, 2022 October 2022 | 16 | www.insightssuccess.com
  14. 14. October 2022 | 17 | www.insightssuccess.com
  15. 15. Digital Marketing is marketing done on digital platforms such as search engines, websites, emails and mobile apps. It is an efficiently targeted, conversion oriented and interactive marketing of products and services by optimally utilizing digital platforms to acquire customers. The scope of digital marketing is not limited to advertising. It also includes Acquiring new customers and sustaining the current customers. The reason why digital marketing is a topic of discussion is the statistics behind the same: Ÿ 81% of shoppers conduct online research before making big purchases. (Retailing Today, 2014) Ÿ 65% of smartphone users agree that when conducting a search on their smartphones, they look for the most relevant information regardless of the company providing the information. (Google, 2015) Ÿ 51% of smartphone users have discovered a new company or product when conducting a search on their smartphone. (Google, 2015) Ÿ 61% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority. (HubSpot, 2017) Components of Digital marketing Digital Marketing is known to be an umbrella under which all the aspects of online marketing activities are covered. Following are the most common types of marketing activities under digital marketing: Search Engine Optimization (SEO) Search engine optimization is a process of utilizing all the available resources in order to optimize the overall performance of a website. Through SEO, a company can improve the quality of the content on its website, increase the reachability, attain higher user engagement, etc. For example, Amazon generating content to be on top of the search engines is a type of SEO. According to statistics, 67% of the clicks come from the first five listings of a search page. This clearly states how important it is for companies to use SEO. Pay Per Click (PPC) Pay per Click is when a company bids for a certain keywords and optimizes its website accordingly to be on the top of the search results page. The companies pay the search engines every time someone clicks on the October 2022 | 18 | www.insightssuccess.com
  16. 16. websites link. In the process, the search engines look at three aspects before putting them on the top of the list in their search results page: Ÿ The amount of money the company is bidding Ÿ How relevant the keyword is with the website and its products Ÿ How optimized is the landing page of the website Content Marketing Content Marketing is a process of creating relevant content to acquire new customers. The content must be smart phone is highest. 97% of all the text messages are read within 4 minutes of being sent. The companies acquire new customers every day by offering them discounts on its products through text messages. Social Media Marketing Social media marketing refers to the process of interacting with customers valuable to the customers and consistent in quality. It is a key tool for SEO and helps the website to get noticed on social platforms. Good Content should not be promotional but educational and inspirational so that the user can see the website as a source of information. Mobile Marketing Mobile marketing refers to advertising/selling the products and services to potential or existing customers through text messages on their mobile phones. This is one of the most direct ways of marketing as the response time from customers via October 2022 | 19 | www.insightssuccess.com
  17. 17. In other words it enables the company to know what it is doing and whether is it feasible or not. Digital marketing has become a milestone in this ever changing digital world and has replaced traditional ways of marketing to some extent by offering a variety of marketing tools that are very cost efficient compared to the old marketing techniques. It enables better interactions with customers, resilient marketing and better customer relation, rapid growth in sales and overall effective development of business. Needless to say, Digital Marketing may just be named as Marketing. through social media platforms. Companies advertise, sell, and assist customers on social media for numerous reasons: Ÿ Creating brand awareness for free Ÿ To get feedback directly from customers Ÿ Get more traffic on website and improve SEO rating Ÿ Acquire new customer and expand sales Ÿ Marginally low marketing cost Ÿ 47% of all internet users are on Facebook Ÿ 88% of product purchases are Pinterest pinned Email Marketing Email marketing is a form of marketing that enables companies to communicate potential/current customers through electronic mails. The process includes: Ÿ Sending emails to current customers to enhance relationship with them for brand loyalty Ÿ To acquire new customers or to convince the current one to purchase Ÿ Advertising through mail The key benefits of email marketing include cost effectiveness, flexibility and better rate of success. The content must be relevant and useful to the user, should look authentic and strategic and well-coordinated. Marketing Automation Marketing Automation is a tool that keeps all your digital marketing activities together and synchronizes them for efficient and effective business. It also measures the performance and ROI for faster growth. Automation gives direction to the company by providing it data that shows the area of improvement and ways to improve it. October 2022 | 20 | www.insightssuccess.com
  18. 18. Amitabh Ramani Global Marketing Director Jade Global October 2022 | 22 | www.insightssuccess.com
  19. 19. aving multichannel and connected experiences are Hnot future trends; instead, these have already become the way people communicate. To create highly engaging user experiences for customers understanding behavioral insights is essential to influence a business. It is imperative to learn that customers with positive experiential outcomes are more inclined to stay longer with a brand, tell their friends about it, and advocate loyalty. This pattern led Amitabh Ramani to guide marketing efforts to transform customer experiences, creating a more desirable future and better engagement for companies he has worked with. As the Global Marketing Director at Jade Global, Amitabh leads Strategic Marketing initiatives, driving change through a mix of innovative technology, story- telling, nuanced with an enriched understanding of B2B consumer behavior. He has raised the bar of the value delivered to clients through automation, handling several state-of-the-art projects from inception to completion, aiming to deliver his best. The Initial Roots Amitabh reminisced the exciting early days when he was deeply involved in building marketing roadmaps from scratch with his team, managing to get customers on board. Though it were cherishing moments for the organization, he had to overcome various challenges, making leaders understand that marketing is a core function and not only support. He thrived on explaining to them the importance of branding and how investment in built-in brand equity reduces costs, builds customer loyalty, and drives sales. However, Amitabh had an enthusiastic team working on multiple projects; they understood the more profound theories around building brands and actualizing marketing plans. Budget allocation of resources was also another challenge that Amitabh had to overcome. He asserts, "I think that's a challenge that exists with all businesses, new and old. You must prove your value before it will get funded. It's pretty much a trial-and-error process. However, through proper planning, we were able to overcome this hurdle on time." He is keen on blurring the siloed boundaries to gain more influence as different parts move closer toward real synergies. It can empower teams to deliver more value to better understand the roles of others. He adds, "It has been my endeavor albeit not without accompanying challenges, to break these siloes and through marketing involve and unite other functions and roles in a company." Multi-Disciplinary Expertise Amitabh has been working in the tech industry for more than a decade. He has helped companies across multiple sectors, improving the quality of their product and services, enhancing their marketing, branding, sales, and customer service. He has also collaborated for product development and business generation, resulting in continuous success. As a believer in this new age of data and technology, Amitabh states that the Pandemic pushed organizations to achieve the impossible. As the old saying goes- necessity is the mother of invention- the world witnessed the most significant surge of martech tools in the industry. It accelerated reach to the customers, gave a better understanding of prospects, and defined its ideal customer base. Amitabh brought his expertise to Jade Global, transforming it from traditional to data-driven. With tools like Google Analytics, HubSpot, Zoom Info, SEMRush, and many more, the company can track each activity carried out on its website and social media and keep a close eye on its competition plus get a detailed view of the customer. It constantly evaluates what works most effectively at driving users to their modules. Amitabh Ramani Spearheading with Strategic Marketing Initiatives The 10 Most Influential CMOs to Watch, 2022 October 2022 | 23 | www.insightssuccess.com
  20. 20. Leveraging Technology Amitabh is a technology evangelist who aims to create frameworks and trajectories that allow conceptualizing paths that include innovative technologies right from the onset. He expresses, "I began my journey in the IT ecosystem as a developer. This is my workhorse as every path we take in this in the current marketing technology of today is conceptualized as having certain ingredients that are tied together as concept/technology." Jade Global leverages technology to: 1. Deliver highly personalized customer experiences. 2. Gain customer insights for better decision-making. 3. Automation of all our tasks to improve TAT. It helps the company stay focused on its core marketing objectives and deliver best-in-class experiences. The Goals Ahead Amitabh feels fortunate to be part of Jade Global in the long run. He looks forward to reaching the zenith with Jade Global as one of the world's top consulting companies. He also wants to grow and mentor the next generation of techno marketers. Bequeathing Excellence Amitabh advises budding entrepreneurs aspiring to venture into the marketing sector to learn. He says, "Marketing like any other field is evolving daily, and at a faster pace than many, you need to evolve yourself to be a technical marketer now - rather than just a marketer." He believes that the journey of thousand miles begins with the first step. A marketer's goal is to create valuable communication with the help of different marketing strategies and engage every consumer target on each stage of the life cycle to meet the objectives set forth. Amitabh notes, "Focus your efforts on the latest trends and get yourself updated with everything new that comes up. You need to drive engagement of your target demographic at each stage of the funnel with relevant messages or offers. The golden rule for marketers is Know Your Consumer." Committed to Customer Success Jade Global is powering investments to help its client succeed. It stands firm on its four core values with a shared commitment to enliven these values daily: Client Focus, Innovation, Integrity, and Communication. The company is committed to pursuing excellence without losing sight of what is most important – its clients and people. Its collaborative approach with a diverse team of brightest and innovative talent enables it to exceed client expectations. It thrives on challenges and constantly thinks of new ways to offer everything the best possible solution. As a technology leader, Jade Global effectively identifies, hires, and retains industry leaders who drive organization- wide change for businesses in various industries through strategic thinking and invaluable expertise. Marketing like any other field is evolving daily, and at a faster pace than many, you need to evolve yourself to be a technical marketer now - rather than just a marketer. “ “ October 2022 | 24 | www.insightssuccess.com
  21. 21. Marketing has come so far with the new advancements in technologies such as AI and automation. The job of marketing has become more convenient as well as cumbersome at the same time, as marketing leaders have to perform several tasks to reach out to their potential customers. Despite these differences of modern and traditional marketing practices, many leaders have smoothly carried out all the marketing functions and achieved the desirable results. With intent to recognize their significant contributions, Insights Success has compiled its list of The 10 Influential Marketing Leaders, 2019. This list is incomplete without the inspiring work of Andrea Saravia, the Global Marketing Director of Ufinet. Andrea has been a marketing and branding specialist for 24 years now and possess an MBA specialized in business leading and marketing from ESIC, Madrid, Spain. She has been Ufinet’s Marketing Director for 5 years now, and has tackled many challenges ever since, such as positioning Ufinet’s brand in a difficult and ever-changing market as is the telecommunications sector. Started Young Andrea started her career in 1995 as an Executive Key Account Manager in an advertising agency. Since that moment she knew she was made for marketing. Being able to get to know many company’s profiles and businesses at their core and to embrace the knowledge that every sector had to offer, allowed her to grow in a very integral way, opening her path to achieve results no matter what the segment she worked with. She has operated in many sectors including advertising, PR, law, interior design, magazines, nutrition, and telecommunications, which she has loved most. Andrea started working very young, at the age of 18. She did not have any experience before. The job in the advertising agency was very stressful and she had an important overload of work. She did not know at the time how to manage her emotions, the pressure and her time. It took her many years to know herself and find the best way to get things done without losing control. Later, she learned not only to get through every single obstacle that came her way, but even crave them as they make her life much more interesting and challenging. Source of Inspiration There are various factors that inspire Andrea the most. She firmly believes in a phrase which states, “do what you love, love what you do”. Being able to do this has given her the opportunity to tackle all the challenges that come her way and grow as a professional leader. Another subject for Andrea has always been learning new things every day. In her opinion, people would be surprised knowing all the hidden treasures they can find by just opening their mind. Having a work-life balance is a key matter, enjoying both professional and personal life with family and friends. Few other additional moves that have inspired her to raise includes giving the extra mile -always; working smart, not hard; taking risks even though you may fail; and finally challenging yourself to dream. The 10 Most Influential CMOs to Watch, 2022 October 2022 | 26 | www.insightssuccess.com
  22. 22. Repositioning as a Big Player In 2014 a private investor bought Ufinet from Gas Natural Fenosa Telecom. The most challenging task was to re- position the company as Ufinet, a big player in the telecommunication’s market, participating in various trade shows in several countries, creating the firm’s online image from scratch, such as the company’s website, a Linked-In profile and other social channels (inexistent at the time), and moreover interiorizing the business’s great assets, vision, mission and values within the company’s personnel. That was key to create awareness about the company’s ethics, its top-notch services as well as creating an excellent post-sales package to get the firm’s clients not only to choose Ufinet for its strengths and advantages, but also for falling in love with a strategy of taking care of their own business growth. Being Authentic with Customers According to Andrea, Ufinet has one of the best strategies in the telecommunications market, being a neutral carrier of carriers. This means that the company does not reach the end customer and therefore, it does not compete with its clients, which is one of the main issues it uses to tackle competition. Nevertheless, its competitors are also its clients, which make the task much trickier and more difficult. So, the best way to market its company remains to be honest and authentic with its consumers. Another key factor is the closeness Ufinet has with its customers. Every client has its own Key Account Manager, who is available almost 24/7 for them. This provides the company with an additional hands-on approach, as it gets to know and fully understand their most important needs and obstacles. When asked about the future goals Andrea states, “I love my job. And I can say that Ufinet is one of the best companies I have ever worked in. The values under which this company breathes are amazing. So, I aim to keep working here as a CMO. I believe that my expertise, my passion and my creativity will keep this company growing and “rock-n-rolling” for many years to come.” An Essential Advice to be Incorporated Andrea advises emerging entrepreneurs to strive for success and quality every time. She says, “You will fail sometimes, of course, but the key here is to learn about each error and fiasco to make a better job next time. If you don’t push yourself after every failure, you will never acquire the wisdom to succeed in the future. Just do it, make things happen and never ever stop until you achieve what you desire most.” “Be resilient and embrace change with passion – it’s the only way you will be able to grow as a person and a professional. “ Andrea Saravia Global Marketing Director Ufinet October 2022 | 27 | www.insightssuccess.com
  23. 23. Bernard Nassif Blending Marketing, Passion and Vision with Music reating a copy that speaks, requires immense Cobservation, creativity, and empathy. The person has to speak the language of people to reach the hearts of people. Bernard Nassif, another most influential CMO to follow in 2022 that we decided to feature, has spent nearly three decades of his professional journey working in different countries, industries, and cultures understanding and communicating to a vast variety of consumer needs. Bernard brings this experience and ease with emotional communication to Glava Holdings, a music and entertain- ment company that envisions to “Transform the ‘Artisanat’ into an actual industry.” By combining the vast knowledge of Bernard and its expertise and passion, the company hopes to prepare future generations and improve culture, economy, and hence life in the Mena region. Bernard has a successful record of 18 years in general business management (former MD L'Oréal's Canada and Spain MD & GM in the U.K.) He has built up startups to become key players, and managed large, established divisions (500+ employees) that always significantly outperformed the market growth. He is well-rounded with not only people management, marketing, sales, and product development experiences but also finance expertise with management of separate divisional P&L and supply chain. Insights Success interviewed Bernard Nassif on his journey in the marketing world, his arrival on the music scene, and his plans for the future of Glava Holdings. Below are the highlights of the interview: Briefly describe your professional journey up until now. My professional journey so far has taken me through a number of industries, countries, and cultures– all of them together have mixed and made me grow to become who I am today. I am passionate about life, consumers, and the incredible diversity and opportunities their needs offer. Having started in Australia in the cosmetics industry with L´Oreal, I grew with them and, across 21 years found myself moving from Australia to France, then zone north America, then general management positions across the United Kingdom, Canada, and Spain. From there, I had to experience other industries, as although I enjoyed and loved the cosmetics and hairdressing sector, it was time to broaden my scope. So, I entered the consul- tancy world with Tinderbox consulting, Strat Management, IBC (International Blockchain Consultancy) and, at the same entered the electronics and Kitchen appliances industry and joined an amazing start-up Froothie helping them expand in 40 countries while being the main owner of Froothie UK and Ireland Ltd. And finally, a few months ago, while on a trip to Dubai, I fell in love with the Arabic music industry, its incredible expansion opportunities, and, more specifically, a key player, the Glava Holding group. I decided to join them as the CMO for Glava and MD for both Stardom Hype and Deepiu while also remaining in consultancy and MD of Froothie UK. What challenges did you face along the way? As with anything in life, there are always challenges that occur, and the best way to approach them is to always keep a positive attitude and approach them with what does not kill you will definitely make you stronger. Depicting market trends, understanding your target consumer behaviour, your competition moves, how to create your product launches & animate them especially in such industries where consum- ers are savvy, and the competition is fierce becomes key challenges that need to be turned into opportunities; you have to constantly be updated and moving as fast as you can to create or follow a trend. The marketing approach had to be perfectly tailored to several markets and behaviours. October 2022 | 28 | www.insightssuccess.com
  24. 24. Bernard Nassif, Chief Marketing Officer Glava Holdings The Most Influential CMO to Follow in 2022 October 2022 | 29 | www.insightssuccess.com
  25. 25. What significant impact have you brought to the marketing industry? I would say the most significant impact I have left the marketing industry with is the great marketers and teams that have worked with me throughout the years, and today the majority of these people have high management positions which gives me a great pleasure and personal satisfaction. Tell us about Glava holding and its foundation pillar. Glava with its 19.3 billion views on its YouTube channels and via its core 4 brands, Music is my life, Watary, Deepiu and Stardom Hype is proudly the only 360 group in MENA when it comes to music and entertainment offering complete support to musicians. We are the only ones who unite arts and science under one formula. It is the only GloCal (global while remaining extremely local) Group in MENA with several repetitive success stories. How does Glava holding promote workforce flexibility, and what is your role in it? In Music and Entertainment, you have to be flexible, and the environment has to be fun and healthy. Our employees can work from any place; we are keen that they have their days off and are always compensated. What is your take on technology’s importance, and how are you leveraging it? Back in the days when I started my career, we used to suffer from the lack of data, we used to get limited info that we had to use, but now it is the opposite; we have an excess of data. So, AI and software are a must in any company as the world is changing by the second. Trends go viral in no time, so you should constantly be updated. As mentioned above, at Glava, we unite arts and science under one formula, so we have a lot of tools, an AI, and several software that all employees have access to. What are your goals in the upcoming future? With Glava, we have set ourselves extremely ambitious objectives; as a CMO, I am in the process of creating a massive structure for the Business Development Depart- ment across all MENA, where I have set a target to meet, which exceeded last year's by far (Quadruple) and as MD for both Deepiu and Stardom Hype, we are looking to expand the e-commerce in all its shape and opportunities, be it digital with amazing NFT concepts in the WEB 3 or physical and adding a true ROI for brand celebrity endorse- ments. What advice would you like to give the next generation of aspiring business leaders? I’d like to quote Darwin “It is not the strongest of the species that survives nor the most intelligent that survives; it is the one that is the most adaptable to change.” With all the technological advancements and the fast pace that our world is going, the next generation should be open to the idea of change, be more flexible, and accept that fact. They have unlimited access to data; they should do more research and realize that really sky is no longer the limit. I am passionate about life, consumers, and the incredible diversity and opportunities their needs offer. October 2022 | 30 | www.insightssuccess.com
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  27. 27. Instilling Pride in Bombardier È ve Laurier, Vice President of Communications, Marketing and Public Affairs at Bombardier, is leading the company’s community and government engagement, its employee and customer outreach, and stewarding the brand journey internally and externally, around the world. Insights Success caught up with Ève to learn more about her journey and what makes her such an influential leader. Below are the highlights of the interview: Brief our audience about your journey as a business leader until your current position at Bombardier. What challenges did you have to overcome to reach where you are today? Working as a marketing and communications professional enables me to shape the development and evolution of products and services, while supporting audience interpretation and understanding of benefits. Creating, and protecting reputations and instilling pride is essential for continued business success. Stewarding brands externally to global audiences and internally to colleagues is incredibly stimulating. It is also critical for audience acceptance, which makes it one of the more challenging areas of marketing any brand, and one of the more challenging elements of my career journey. Overcoming these challenges both at agency level and client side has helped me develop a 360- business perspective, which combined with more than two decades of experience is supporting my stewardship of the Bombardier brand well. Tell us something more about Bombardier, its mission and vision. Headquartered in Montréal, Canada, Bombardier is a global leader in business aviation, with a worldwide reputation for creating innovative and game-changing executive aircraft for a demanding international audience. The mission of our exceptionally talented workforce is to deliver superior, world-class experiences that set new standards in passenger comfort, reliability, safety, product innovation, while respecting the environment through a commitment to a sustainable future. Our vision does not stop once an aircraft transaction completes. Bombardier stays with the customer along their ownership journey providing superior customer support through dedicated service centres, mobile teams and a singular ambition to ensure that the Bombardier ownership experience is exceptional. On an environmental and social front, Bombardier is a signatory to the United Nations’ Global Compact, promoting its key principles on human rights, labour, anti- corruption and the environment. Our ESG plan is aligned with the United Nations Sustainable Development Goals (SDG), focusing on those where we can have the greatest impact. I am particularly passionate about our role in helping propel the widespread use of Sustainable Aviation Fuel, or SAF, at Bombardier and throughout the facilities. It is an important pillar toward our industry to significantly lower CO2 emissions and SAF is a powerful solution as it can be used by existing aircraft. Enlighten us on how you have made an impact in the Aerospace niche through your expertise in the market. I am delighted to leverage my skills to communicate the strength and depth of the Bombardier products, philosophy, and brand to our global customers. As we adhere to our pledge for a sustainable future, we are proud of the level of employee engagement that is making the commitment to this goal possible. We have invested significantly in making our operations and facilities more environmentally friendly, and we continue to invest in sustainability through our R&D. It’s also very important to me that we continue to lead industry engagement in the education and adoption of The 10 Most Influential CMOs to Watch, 2022 October 2022 | 33 | www.insightssuccess.com
  28. 28. sustainable aviation fuel. From this solid foundation we are glad to be influencing our own community, government, industry colleagues and customers’ thoughts about environmental responsibility. Through messaging, communications, and marketing I am pleased to be making an impact by changing the environmental narrative from what the aviation sector is negatively contributing, to what we are positively achieving – it is a monumental transformation for me, Bombardier, and the industry as a whole. As the aerospace industry continues its evolution, the need to attract a more diverse workforce is essential. We are a multinational organization present in 14 countries, and we are proud of the number of nationalities that are represented amongst our colleagues. We also recognize that it is our responsibility to create a more inclusive workforce and increase the number of under-represented groups in our teams, which through solid communications about the working environment, attracts a broad set of applicants. As a female senior executive, I am already playing my part in achieving this goal! Don’t wait for the opportunities, make them, and be sure to take them. “ “ Ève Laurier | Vice President of Communications, Marketing and Public Affairs | Bombardier October 2022 | 34 | www.insightssuccess.com
  29. 29. Undeniably, technology is playing a significant role in almost every sector. How are you leveraging technological advancements to make your solutions resourceful? Bombardier’s technological advancements have a sustainable impact and thanks to visionary design and development our flagship aircraft, the Global 7500 aircraft, is the first business jet to have an Environmental Product Declaration (EPD). This third-party audit provides detailed information about the aircraft’s life cycle environmental footprint. As the first business jet conceived with this approach it clearly highlights Bombardier’s commitment to its overarching environmental sustainability strategy. Exemplifying our industry-leading stance is the creation of the global sustainable aviation fuel (SAF) initiative. Bombardier is a key member of the Business Aviation Coalition for Sustainable Aviation Fuel, and we’re proud to be significantly contributing to encouraging the increased uptake of, and demand for, the carbon emissions reducing fuel. We recognise our responsibility to the planet and remain committed to delivering exceptional products for our customers and the environment. If given a chance, what change would you like to bring in the marketing industry? Bombardier is already instigating change in the marketing sector by breaking down silos that have traditionally existed along the business jet ownership supply chain. Formerly explicit product details were the focus of marketing activity however we are evolving our strategy to enhance the customer experience through the forging of an innovative suite of relationships with a diverse set of aviation companies. By facilitating simplified access to leading providers of essential aviation services through the Bombardier brand we can deliver a seamless operational experience that saves time, money and reduces workload. In Singapore we have enriched our maintenance, repair and overhaul offering by forming a strategic relationship with award winning fixed base operator Jetex. Through their private terminal at Seletar Airport, Jetex offers state-of-the- art flight planning, concierge, fuel, and other ground support services. We have a similar relationship with Signature Flight Support in the U.S. and Europe, providing our customers with a suite of multi-faceted initiatives that transform and enhance the service experience at our facilities. From arrival to departure customers have access to all the elements necessary for a seamless operational experience. This breaking down of silos changes the marketing landscape as we move away from marketing aircraft and add value by defining a holistic customer lifestyle approach. Where do you envision yourself to be in the long run and what are your future goals for Bombardier? As a senior executive at Bombardier, I’m in the privileged position of being able to support company growth, evolve its reputation, deliver the sustainability message effectively, and influence industry changes and attitudes in terms of attracting women and under-represented groups to the sector. This will not only enhance the Bombardier business, but it will effect positive change within the industry as we lead by example. I also want to demonstrate the human side of Bombardier through creative storytelling – building a strong narrative that resonates with authenticity and inspiration. I’m passionate about telling Bombardier’s story through the eyes of its people. Our dedicated and highly skilled workforce give the best of themselves each day and it reflects in the quality of our products and services. It’s important to convey the story from their perspective to reveal the human spirit behind our world-class organization. What would be your advice to budding entrepreneurs who aspire to venture into the marketing sector? There is no single piece of advice that will make an entrepreneur successful as there are so many factors in play, but you must believe in yourself and your goals. Don’t wait for the opportunities, make them, and be sure to take them. Surround yourself with positive people who have similar goals and aspirations. Don’t think too hard about all the things that you can’t achieve, focus on those you can, and the rest will follow. October 2022 | 35 | www.insightssuccess.com
  30. 30. arketing has been the real essence in the Muplifting of any Organization in the long run. While there are a number of other parameters that foster a business, marketing certifies to be the base of it, upholding the awareness and reach it requires, printing its mark worldwide. For all firms, whether any poor start-up or an MNC giant, an effective marketing strategy can serve as a pivotal road- map for the entire business. By developing a coherent and well considered marketing strategy, organizations can promote their business, target the right types of client and allocate their resources correctly, all while safeguarding the reputation of the firm. Because one parameter of a marketing plan affects all of the others, synchronizing activities is critical to eliminate obstacles and maximize profits. A marketing strategy looks at all the areas of the sales activities and helps each one support the next. One of the most important aspects of any marketing strategy relates to recognizing growth opportunities. This can be efficiently done by using the SWOT analysis. Once an organization identifies its strength, weaknesses, opportunities and threats of any marketing scheme, it becomes easier to en-cash those opportunities and reconsider what course or action should be taken to eliminate prevalent threats. The underlying focus of the organization’s marketing strategy should be based on the concept of developing and increasing awareness of the company’s brand, and also on developing trust assurance in that brand. A company’s credibility or service is its most important asset. Hence, attempts should be made to enhance and protect it during the course of the marketing process . Understanding how to create an integrated marketing strategy is the key help to make better individual decisions with respect to specific marketing tactics. In order to achieve this, organizations must implement robust and efficient marketing strategies as quickly as possible. All the key components of a marketing strategy, if catered and applied in the best manner, helps to design and manufacture successful business. Here are some of the crucial parameters that play a pivotal role in successfully implementing and nourishing effective marketing strategies. Goals and Objectives As with all the plans, goals and objectives are the origin of any target-oriented organization. Without a proper mix of these objectives according to the prevalent resources, a company proves to be inefficient in the long run. It can begin by thinking through goal-specific accomplishments, identifying basic marketing objectives, The Significance an of Effective Marketing Strategy Marketing Strategy Reforming Benchmarks October 2022 | 36 | www.insightssuccess.com
  31. 31. which may include some of the following aspects: Ÿ Increased brand recognition Ÿ Growth in the market share Ÿ Market to New Customer Segments Ÿ Digitization Investment, Budget and Revenue Once the objectives for the business are fully determined, the concept of On-margin investments, Budget and End revenue come into play. However, there is never enough budget to cover all the marketing ‘wish-lists’ adequately. The process of Investment is iterative and operates continually. It may be a function of: Ÿ Coming up with budget to shelter all the marketing needs Ÿ Identifying the objectives that are more critical and inclined towards the success factor and reallocating budget meet top-priority objectives on a ‘first-serve’ preference. Ÿ Searching for innovating ways to stretch the marketing budget. For example, content development, low-cost crowd outsourcing etc. Ÿ Constructing a big picture view and reviewing the key marketing thrust areas. Others parameters such as spend comparison, consumption of utilization channels, website optimization etc. should be fetched under consideration. As far as revenue is considered, a marketing strategy is used to determine the revenue that the campaign will deliver. All of the parts that go into determining revenue, including the budget allotted to the campaign, product cost, selling price and the life span of the product, should all be considered while developing the marketing strategy. The estimated End-Revenue can be measured against the actual revenue, and that information can be used to create future marketing strategies that are more successful. Target Audience and Buyer Journey Tracking and analyzing the dynamic and changing needs of the audience under radar is pivotal in effective marketing. Identifying the demographic and psychographic characteristics of the target audience aids to re localize the radius under consideration. Based on the available data, October 2022 | 37 | www.insightssuccess.com
  32. 32. Ÿ Traditional marketing channels (TV, Radio, Newspaper, Direct Mail etc.) Ÿ Digital Marketing Channels (Website, Mobile applications, Social platforms, online advertisements etc.) Ÿ Content Marketing (Blogs, Newsletters, e-books, Info- graphics etc.) Competition Though the role of competition in devising an optimal marketing strategy is limited, it helps to draw comparisons among identical products and groups, providing scope for ‘brand-improvements’. In order to symbolize a powerful campaign, marketing strategy needs to offer a detailed description of the competition, according to the small business experts at the Center for Business planning. The objective of the marketing strategy is to provide historical information on how the competition has advertised products in the past, the target market the competition goes after and the product features that the competition offers. Some other factors include competition pricing, the competition’s distribution network and the sales strategies, which are also a part of the comprehensive marketing strategy. segmentation should be done to provide qualified and need- based resources. A buyer persona is a fictional representation of your ideal customer based on statistical market research and the prevalent data about your existing customers. After developing buyer personas, developing the Buyer Journey for each single persona and its interaction with the brand is considered to be the key to implement trust and satisfaction among the target audiences. Media and Messaging Messaging is a process which signifies the firm’s intentions, and informs the actual purpose of your business to the external world. Based on a detailed evaluation of how target is reacting with the various components of the brand, establish an apt messaging media, tone, selling propositions and key terms that are likely to resonate the most. Determining the Channel Mix Ÿ Analyze and decide where the business would get the most Return on Investment (ROI). This can be done by echoing the channels around three road categories: October 2022 | 38 | www.insightssuccess.com
  33. 33. Changing the Face of Organ Transplantation Difference makers can drive meaningful changes that touch people's lives at different levels. Leveraging her MIT background and passion for making a difference in the lives of others, Sasha King has led a remarkable patient-centric approach to scientific innovation and commercial growth since she joined CareDx as the Chief Marketing Officer. Sasha's passion for impacting patients' lives has helped CareDx deliver a new standard of care for patients who've traded end-stage organ failure for a second chance at life with an organ transplant. She has also helped simplify patients' day-to-day lives by rolling out at-home blood testing for immunosuppressed transplant recipients during a global pandemic. Together with her colleagues, Sasha launched new diagnostic products that enhance care for patients living with a donated heart, kidney, liver or lung and patient- centric digital applications that help improve complex medication adherence regimens. Leading with Innovation Sasha states CareDx is fully and exclusively dedicated to transplant patient care, focused on solid organ transplants with an acute medical need. She notes, “We help people who are experiencing end-stage organ disease where a vital organ – their heart, their kidneys, their liver, or their lung(s) – are failing, and they need to receive a new one to survive. It's a patient population where transplantation makes miracles happen, taking recipients from their very worst medical state to a new lease on life.” When CareDx was founded 20 years ago, it focused on new emerging technology and identifying the best market fit based on the technology itself. The company looked at every place where its proprietary gene expression diagnostics could be impactful. Early on, the company decided to focus on heart transplants, where there was a significant unmet medical need, and available products were invasive and lagging indicators of heart rejection. CareDx was the first to introduce a non-invasive blood test to assess transplanted organ health. Sasha mentions that eight years ago, around the time the company went public, the company's former CEO, Peter Maag, put a firm stake in the ground and decided to focus exclusively on transplant patients. It wasn't enough to offer a test to identify rejection. He wanted to expand its mission to help transplant recipients at every stage of their journey, pre- and post-transplant – from organ matching to waitlist support to post-transplant surveillance to medication adherence. The company name was changed to CareDx, revitalizing the course for the company. After launching AlloMap Heart, the world's first non-invasive test to monitor immune quiescence, it realized it needed to evaluate multiple dimensions of organ health. Sasha shares, “We acquired the initial intellectual property behind AlloSure ,a tool that can measure donor DNA levels in a recipient's body – a key measurement to inform post-transplant care. Since then, CareDx has spent years in research and development to clinically validate AlloSure for heart, kidney, and lung transplantation.” CareDx is now plowing new frontiers in multimodality diagnostics, combining gene expression tests with donor- derived cell-free DNA (dd-cfDNA) to give transplant physicians the earliest and most comprehensive picture of post-transplant organ health, enabling timelier, tailored medical interventions if problems arise. ® ® October 2022 | 40 | www.insightssuccess.com
  34. 34. Sasha King Chief Marketing Officer CareDx The 10 Most Influential CMOs to Watch, 2022
  35. 35. “ “ Denting the Universe As the company grew and new products were introduced, Sasha worked with her team to build out sales, marketing, and customer care teams, and supporting reimbursement to ensure AlloSure was readily available for all transplant patients. In contrast, previous solutions for transplant patients were either lagging indicators of organ damage or invasive biopsies. Sasha mentions, “We were able to introduce a completely new, advanced molecular tool that has provided early detection for patients and clinicians. If it wasn't for our solutions, you'd hear about patients who would be on a very different trajectory and may have lost their organs. It's incredibly compelling when you think about the impact we're having on transplantation.” Embracing Technology Sasha realized early on that CareDx's success depended on a very high touch personalized service to support the logistics of blood draws and test-report generation. She understood that logistics should never be a barrier to physicians' ability to deploy next-generation, non-invasive, post-transplant tools. Thus, CareDx has patient care managers who call patients and schedule their blood draws, simplifying the process for transplant recipients, their patient care team, and providers. RemoTraC , a mobile phlebotomy service, allows patients to draw their blood from their homes. It became an essential service when the COVID-19 pandemic hit. Sasha notes, “Transplant patients are immunosuppressed and at higher risk of severe disease, so going into healthcare settings during a global pandemic is incredibly dangerous for them. They need to be able to do their blood draws from home, safely. Luckily, we already had that service in place, but we expanded it to support all patients during the height of the pandemic. The service has helped keep people safe, so only those who need to be in the physician's office with a serious issue go in.” Since CareDx's inception, it has helped more than 80,000 transplant patients with its testing services. Twice a month, the company hosts patient webinars and thousands subscribe to their newsletter to stay on top of the science and the latest research. As a transplant company, CareDx plays an exciting role with its digital platform to bring transplant patients together, so they can talk to each other, learn from each other, and support each other. The Next Big Step CareDx is moving into monitoring the health of cancer patients after receiving allogeneic cellular therapies and stem-cell transplantation. Sasha asserts, “When you transplant someone else's stem cells or bioengineer somebody's cells, that is a form of blood-based or cell- based transplantation. You now have a cell with DNA that is not your own. This is an area where we specialize, so we're excited to apply our organ transplant experience and move into these new areas to provide our expertise to support our patients and expand that definition of transplant.” Bequeathing Brilliance Sasha advises aspiring entrepreneurs venturing into the marketing sector to take feedback effectively and be comfortable with pivoting and making changes that can be a significant enabler of success. Sasha says, “I've seen people be successful in marketing who come from a wide variety of backgrounds. What they have in common is a growth mindset. That's something I always look for on my teams. In marketing, you need to be comfortable and thrive in change.” “I also think it's incredibly important to follow your passions. At CareDx, we love taking care of transplant patients. If you have a passion for your mission and a vision for change, you're going to be well-situated to shift into the kinds of strategies that will make you successful," Sasha concludes. ® October 2022 | 42 | www.insightssuccess.com

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