10 Most Influen al CMOs to Watch,2023
,, ,,
Wealth consists not in having great possessions, but in having few wants.
Editor’s Note
Cu ng Through the Noise
Everymarketingleaderasks,'Howcanwecut
throughthenoise?'Withcountlessadvertisements, messages,andinformationbombardingconsumers everyday,it'sbecomingincreasinglydifficultfor companiestocapturetheiraudience'sattention.
Inaworldwheretheattentionspansofindividualsare gettingshorterandcompetitionissevere,knowingyour targetandcreatingmessagingthatspeakstothemdirectlyis crucial.It'simportanttocommunicateinawaythatgets throughthecrowdandengageslistenersonadeeperlevel ratherthanjusttryingtoshouttheloudest.
Withintheveryfoundationofthisideaarechiefmarketing officers,whoactasvisionaryleaders,propellingtheirteams toinnovativesolutions.Theseexecutivesappreciatethe versatilenatureofmarketingandrecognizetheimportance ofagilityandadaptationinthecontinuallyshiftingmodern marketplace,prioritizingdata-drivendecision-makingand embracinginnovativetechnologytostayaheadofthe competition.Bycultivatingacultureofinnovationand
collaboration,theyenabletheirstafftothinkoutsidethebox anddiscovernewwaystoengagewithcustomers.
InourmostrecentissueofTheCIOWorld,The10Most InfluentialCMOstoWatch,2023,wehighlightthe visionaryexecutiveswhoaredefiningthefutureof marketing.Thesechiefmarketingofficers(CMOs)are awareoftheconstantlychangingworldofcustomer behaviorandtechnology.Theyunderstandthatgetting throughthenoisetakesmorethansimplytraditional advertisingstrategies.Instead,theyprioritizeestablishing genuineconnectionswiththeiraudiencethrough storytelling,communitybuilding,andexperiential marketing.TheseCMOsarenotafraidtotakerisksandtest thelimitsoftraditionalmarketingmethods,recognizingthat intoday'sfranticdigitalenvironment,innovationis essentialforstayingaheadofthecurve.
Haveagreatreadahead!
AlayaBrown
Contents
Analisa Dominic 08
C o v er St ory
Editor-in-Chief
Deputy Editor
Managing Editor
Assistant Editor
Visualizer
Art & Design Head
Art & Design Assitant
Business Development Manager
Business Development Executives
Technical Head
Assitant Technical Head
Digital Marketing Manager
Research Analyst
Circulation Manager Chidiebere Moses
Aisha, Olivia
David
Mia
Helena
Eric
Richard
Analisa Dominic CMO
Grant Macpherson CMO
Julian Diaz CMO
Maurizio Capuzzo CMO
Nick Kontos CMO
Raffaella Scimeca CMO Ryan Louw CMO
Simon Hubbard CMO
Steve Tongish CMO
Sybrand Bezuidenhout CMO
KFC Africa www yum.com
OmnisientCollabora ve Consumer Intelligence www.omnisient.com Sedex www.sedex.com
THE CROSS TRAINER www.xtrainer.co.za
GRUPPO FLORENCE www gruppo florence.com
SMSPortal www.smsportal.com
Direct Dental Group www.directdental.co.uk IQGeo www.iqgeo.com Goldwagen www goldwagen.com
Descrip on
Having amassed more than twenty years of proficiency in product innova on, adver sing, and commercializa on, Analisa proffers an unparalleled amalgama on of acumen and dexterity that has rendered her an esteemed figure in the field.
Grant's career journey began on the colorful con nent of Africa, where he gained experience in the FMCG industry. His early exposure prepared him well for a thorough understanding of the development of commercial brands, a skill set that would be crucial to his future undertakings.
Julian is a versa le B2B SaaS Marke ng specialist with 20+ years of experience in enterprise and start-up tech companies. He excels in product marke ng, PR, brand development, strategy, campaign management, SEO, PPC, and social media.
Maurizio a visionary Marke ng Execu ve, boasts a successful track record in leading marke ng growth for Fortune 500 companies across North America, Europe, and La n America. Skilled in corporate branding, team leadership, and interna onal rela ons.
Nick is a highly experienced professional with over 24 years of industry knowledge in various sectors, including marke ng. He is a passionate, goal-oriented, ambi ous, and driven individual who thrives on personal growth and the success of others.
Raffaella is a highly mo vated and driven Marke ng & Communica on Director specializing in Brand Strategy. With a focus on managing complex projects, her competencies extend to measuring, growing, and protec ng the reputa on of the brand.
Ryan is a highly experienced professional with 14.9 years of work experience. He possesses a diverse skill set including business analysis, business process improvement, marke ng, ERP, project management, and product management.
Simon’s rise to marke ng excellence began long before he took over as CMO of Direct Dental Group. With a passion for marke ng ingrained in his DNA, he embarked on a journey that would make him one of the most influen al figures in the industry.
Steve, with over 30 years in interna onal marke ng, business development, and product management of so ware and hardware solu ons, collaborates with dynamic tech firms across diverse industries. His exper se fosters global team synergy for effec ve marke ng strategies.
Sybrand is a seasoned professional with a wealth of experience in financial services, the services industry, and retail. Passionate about business development, he excels in empowering managers to implement strategic plans.
Analisa
Analisa Dominic CMO Opengear
The 10 Most Influen al CMOs
Inthecontemporaryworldofrapidchange,businesses faceaplethoraofchallengesthatrequireceaseless ingenuityanddexterity.Thethirstfortop-notch productsandservicesisperpetuallyincreasing,andthereis greaterpressurethaneverbeforetokeepupwiththe competition.Ifbusinessesaspiretothriveinsuchahostile environment,theymustremainopentochangeand constantlyendeavortoenhancetheirperformance.
AnalisaDominicisthedrivingforcebehindthisendeavor
AsaseasonedexecutiveinProductManagementand Marketing,sheiswidelyrecognizedforherexpertisein cultivatingmultimillion-dollarrevenues,fostering sustainableexpansion,andcementingmarketdominance acrossdiversesectors.
Havingamassedmorethantwentyyearsofproficiencyin productinnovation,advertising,andcommercialization,she proffersanunparalleledamalgamationofacumenand dexteritythathasrenderedheranesteemedfigureinthe field.Hermasteryinconceptualizingproduct-oriented marketingandvendingschemes,alongwithadvertising drivesthatinfiltrateaplethoraofmarketsandlogistical channels,hasfacilitatedamultitudeofentitiesin inauguratingnovelproductsandenhancingproduct placement.
Analisa’sexceptionalperspicacityinmarketingisonlyone aspectthatdistinguishesherfromothers.Hermotivational leadershipstyleisequallyremarkable.Sheachievesa competitiveedgebyleveragingmultifunctionaland multinationalteamstorecognizeandtakeadvantageof businessprospects,therebyexpandingB2BandB2C markets.Herproficiencyinestablishingstrategicalliances hasbeenpivotalindrivinghersuccess,renderingheran esteemedfigureintheindustry
Analisahascontinuouslydemonstratedanunequivocal understandingofcustomerdemandsandinclinations,which hasaidedherindevelopinganddeliveringcutting-edge solutionsthathaveupendedmarketsandenactednew standardsfortheindustry.ShecurrentlyservesasCMOof Opengearandhasmaintainedherleadershippositionby havingadeepawarenessofemergingtechnologyand markettrends.Shehasbeenabletobenefitcustomersand promotelong-termbusinesssuccessasaresult.
In this cover story, we delve deeper into Analisa’s journey, exploring her early years, her successes and challenges, and her vision for the future!
TheTechnologyandTelecommunicationsExpert
Withover30yearsofexperienceintechnologyand telecommunications,AnalisacurrentlyservesasChief MarketingOfficerandVicePresidentofMarketingat Opengear,whereshespearheadsthecompany’sglobal marketingdepartment.Throughouthercareer,shehas developedadiverseskillsetencompassingsales,marketing, productdevelopment,andmanagement.Aresults-driven leader,sheislaser-focusedoncreatinginnovativeand comprehensivego-to-marketstrategiestoboostrevenue generationfornewandexistingproductportfolios.Before joiningOpengear,sheheldleadershippositionsatvarious technologyandtelecommunicationscompanies,including TelstraGlobal,BTGlobalServices,AT&T,andIBM.She graduatedwithhonorsfromRochesterInstituteof TechnologywithaMasterofSciencedegreein organizationaldevelopment.
Whilepursuingherundergraduatemarketingdegreeat KeukaCollegeinNewYork,sheparticipatedin'Filed periods.'whichprovidedherwithimmersivereal-world experienceinexchangeforacademiccredit.Shehadthe opportunitytoworkinavarietyofrolesspanningmultiple industriesatarangeoforganizations,fromsmallbusinesses tolargecorporations,whichprovidedherwithvaluable insightintoherpreferencesanddislikesinthebusiness world.Additionally,hermotherwasquicktopointoutthat landingamarketingjobimmediatelyuponearningher degreewouldbedifficult,suggestingthatsheconsider insteadstartingwithasalesjobtogetherfootinthedoor withinacompany
Takinghermother’sadvicetoheartandwithherfield periodexperiencesinmind,anextensivejobsearchensued, consistingofherscouringthroughopenpostingsinher localareaandevenporingovertheyellowpagestolookfor companynamesandaddresses.Intotal,shesentout150 coverlettersandresumes,andonlyIBMandXerox responded.Afterinterviewingandcarefullyresearchingthe productsandservicesofbothcompanies,shechoseIBM (despitereallyhavingnoideawhattheydidduringherfirst interview).Asitturnedout,thisdecisionpavedthewayfor hercareerinthetechandtelecomsectors.
RevolutionizingNetworkResilience
ThestorybehindOpengear’sinceptionisrootedinitsdeep commitmenttonetworkresilience.Opengear,foundedin 2004,isthemarketleaderintheoutofbandspace,ensuring customershavesecureremoteaccesstotheirconnected resources.Providingthecriticalcapabilitiesneededonthe firstday,theworstday,andeveryday,75%ofFortune500
companiesdeployworld-classtechnologysolutions.Their NetworkResiliencePlatformenablesnetworkengineersto provision,maintain,andtroubleshootinfrastructurefrom anywhereintheworld,maximizinguptimeanddrastically reducingoperationalcosts.Opengearisheadquarteredin Edison,NewJersey,withresearchanddevelopment operationsinBrisbane,Australia,andproductionfacilities inSandy,Utah.
In2019,OpengearwasacquiredbyDigiInternational. Boundbysharedvaluesandgoals,thetwocompaniesare committedtoprovidingcustomerswiththefinestproducts, software,andservicestomeetthedemandsofmissioncriticalnetworks.Today,Opengearisactivelybuildinga bridgetothefuture,empoweringitscustomerstorecognize thatredundancyandresiliencearenotinterchangeablebut complementary.Moreover,astheneedforagileand resilientnetworkscontinuestoaccelerateduetofactorslike hybridwork,fluctuatingtrafficpatterns,morehardware needingtobemanagedremotely,rarelyusedapps becomingcommonplace,etc.,theyserveastheultimate alliesforoverwhelmednetworkprofessionalsattemptingto overcomepersistentchallenges.
RisetoReliabilityandLongevity
AnalisastrivesdailytohelppositionOpengearasareliable resourcetotheirpartners,customers,andprospective customersandanorganizationtheycancountonforthe longterm,especiallyinlightofworseningnetworkoutages andlengtheningMeanTimeToRecovery(MTTR).To accomplishthis,shehasdevelopedacomprehensiveglobal
marketingplanandworkedtirelesslytosolidifythelink betweenmarketing,sales,andproduct.Shehas meticulouslycraftedandpresentedoptimizedbudgetsto herleadershipteam,whichsheholdsresponsiblefor deliveringapositivereturnoninvestment.Additionally,her leadershiprolehasgivenhertheprivilegeofdelivering severalkeynotespeechesatprominentindustryevents, discussing,amongotherthings,marketingstrategiesand thepowerofpartnerships,whichboostOpengear’spublic profileandgeneratebrandawareness.
BandTechnologyandFailover
Opengearhasbeenatorchbearerintheprogressionof consoleservers,startingwithsimpleterminalserversand developingcentralizedmanagementsoftware,embedded 4G-LTEcellularaccess,andadvancedautomation capabilities.ThisevolutionhasculminatedinitsNetwork ResiliencePlatform,whichenablesorganizationstokeep theirnetworksonlineatalltimeswithsecureremoteaccess toconnecteddevicesindependentoftheproduction network.Thisensuresbusinesscontinuity,decreases downtime,andreducescosts.PoweredbyLighthouse Software,theNetworkResiliencePlatformisequippedwith Opengear’suniqueSmartOutofBandtechnology,failover tocellular,andautomation,whichenablethehighestlevels ofbusinesscontinuity.
EncompassingtheNetworkResiliencePlatformisafull rangeofadvancedconsoleservers,purpose-builtwithinput fromhundredsofengineers.
Theirfuture-focusedplatformisdesignedtomeetthe organization’sevolvingneeds.Theircustomer-led innovationhasallowedthemtoensuretheirproducts, includingtheOM1200,OM2200,andCM8100,deliver valuethroughoutthenetworklifecycle.Allofitsproducts weredesignedtoworkalongsideLighthouseSoftware.The compactOM1200applianceisbuiltforsecure,edge deploymentsandmergestheaccessofSmartOutofBand withtheflexibilityofautomationtools.Itprovidespresence andproximityateverylocation,whichsupportsemerging requirementsinnetworkmanagementandautomation.
TheOM2200ConsoleServerisconfiguredfordatacenters andhigh-densitylocations,providingaseparate,secure managementplanethatsupportsadvancedautomation applicationsandstreamlineskeyactionswithinthe automationworkflow Additionally,theOM2200and OM1200arecapableofrunningDockercontainersand PythonscriptstohelpmakesecureDayOneprovisioning possible.
TheCM8100,theirlatestconsolemanagerfordatacenters andbusinessnetworks,providesupto96serialports, enterprise-gradesecurityusingtheTPM2.0module,and independentmonitoringthroughdualpowersupplies.This consoleservergivestheircustomersgreateragilityand efficiency,allowingthemtohostcontainerizedapplications acrossanyplatformorautomationtool.TheCM8100’s innovativedesignrequireslesspowerandcoolingwithout sacrificingperformance,loweringthetotalcostof ownershipwhileincreasingreliability
LighthouseSoftwareLighthouseservesasthecentralized andsecureportalfortheOpengearplatform.Itsimplifies remoteaccess.Asthestartingpoint,Lighthouseprovidesa unifieddisplaytodeploy,manage,andremediateOpengear appliancesandotherphysicalandvirtualconnected resources.Byutilizingitscomprehensiveplatform,network teamsarefullypreparedforthefirstday,theworstday,and everydayinbetween.
UnparalleledControlandSecurity
Opengearempowersitscustomerstomanageandsecure criticalnetworkcomponentsremotelythroughits LighthouseSoftware,whichpermitsaccesstonetwork devicesviaconnectedconsoleserversateachsite.AnAPIdrivenplatform,LighthouseSoftwareallowsusersto manageandsecurethemostcriticalremotenetwork components—fromanywhere.Whenimplementedacrossa distributedenterprisewithdatacentersandedgelocations, theirsolutionessentiallyfunctionsasthecommandcenter oftheoverallNetworkResiliencePlatform,independentof theproductionnetwork.Unlikemanualmethodsthatcan resultindataintegrityandefficiencyissues,Lighthouse enablescentralizedprovisioning,deliversasourceoftruth, andbringsscale.
Opengear’sLighthouseSoftwareSolutionbringsefficiency toeverydayoperations,helpingtheirclientsmanageand viewtheirstatusanddataforanend-to-endadministration andconfigurationtasks.Italsoassistsitscustomerswhen deployingonthefirstdaybyenrollingandprovisioning nodesinasecureandstreamlinedway.Moreover,when thingsgoawryontheworstday,theirsolutionexpedites accesstoacatalogofconnectedendpointsforaudit, restoration,andoperationmanagement.
TheLighthouseSoftwareSolutioncomesintwoeditions, LighthouseEnterprise,andLighthouseEnterprise: AutomationEdition.
Ready-madeforeverydayuse,theyequippedLighthouse Enterprisewithmulti-instancecapabilities,providingthe resiliencyandredundancynecessaryforevolvingnetworks, plusthepresenceandproximityengineersneedtocontrol theirnetworkdevicesviaacentralhub.
SomekeyfeaturesofLighthouseEnterpriseinclude:
• Scalability:TheydesignedLighthousewithgrowthin mind,whetherclientshaveonlyafewnodesorare running“At-scale”inenterpriseorhyper-scale environments.
• HighAvailability:Lighthousecanrunmultiple instances,permittingloadbalancingandredundancy
• Security:Addedsecurityandcontrolswithintegrated authenticationviaSAMLandAAAsystems.
• IPAccess:Itprovidescentralized,secureaccessto remoteIPnetworksthatarereachablebynodes.
AsthemoreadvancedversionofLighthouseEnterprise, LighthouseEnterprise:AutomationEditionprovidesamore advanced,feature-richversion.Itisthefirstoutofband managementsoftwaresolutiontoincludeautomationand provisioningcapabilitiesandsecureprovisioning,giving userscompletevisibilityandfuture-proofmanagement capabilitiesacrosstheirentirenetworks.Theadded functionalityofthisadvancedofferinghelpscustomers effortlesslybrowseresourcesontheirremotemanagement networkwithoutadditionalsoftware.Note,Lighthouse Enterprise:AutomationEditioncontainsallofthefeatures ofLighthouseEnterprisebutaddsAutomationGatewayand SecureProvisioningforeverynode.
OvercomingtheChallenge
Duringaconversationabouttheobstaclessheencountered whenpresentingthenewbudgettoherleadershipteam,she explainedthatthemaindifficultywaslinkingallmarketing effortstoaparticularbusinessgoal.Thisrequired guaranteeingthateveryaspectofthemarketingplanwas alignedwithandcontributedtoatleastonebusiness objectivewithinthecompany’soverallstrategy.
MinimizeDowntimeandProtect
Whileconsoleserverscontinuetoevolve,thetasksofthe
networkengineerremainrelativelyunchanged.Theyare, however,beingaskedtodomorewithless.Economic uncertaintyhasresultedinleanerITbudgets,forcing networkprofessionalstocontinuetosecureandremediate networkissues,butwithfarlesssupportthanprior.
Opengearhelpsnetworkengineersminimizedowntimeand protectSLAsbyprovidingengineerswiththeabilityto securelyandremotelyaccesstheirnetworkswhilealso enablingsetup,configuration,day-to-daymanagement,and remediationduringfailures.Thisapproachishelpingmove theneedletowardautomationinitiativessincetheirSmart OutofBandNetworkhasthepowertorunsuchadvanced tools.
Thecostofdowntimeisseverewhenitcomestonetwork failures.Onaverage,thecostofanoutageis$100,000. Failuresdon’tjustresultinmonetaryrepercussions;they canalsoblemishabusiness’reputation,somitigatingthis riskandensuringbusinesscontinuityisparamount, especiallyintoday’serawhereefficiencyisking.Having saidthat,theyallknowthatoutagesareapartoflifeforIT professionals.It’snotsomuchamatterof'If'as'When'a remotesitewillloseconnectivity.Opengear’sFailoverto CellularsolutionsreducesdowntimebyrestoringWAN connectivitywithoutmanualintervention.Thismeansthat evenduringanoutage,organizationshavethecritical bandwidthneededforoperationstocontinuewithoutbeing impacted.Aboveallelse,thistechnologyhelpsnetworks remainupandrunning,keepingcostlydowntimetoan absoluteminimum.Intandemwithoutofband management,automationhelpsmitigatethethreatofcostly networkfailuresaltogether,substantiallyreducing techniciantimeandlimitingthenumberofSLAnoncompliancepayouts.
NetworkSolutionsandSixSigmaTraining
Opengearissynonymouswithitslongstandingreputation
foroptimizingoperationalefficiency.Asthe4thIndustrial Revolutionmarchesforward,technologiessuchas5G,the InternetofThings(IoT),andautomationarecontinuously gettingimplementedinmanufacturing.Yetnotoneofthese technologiesworksproficientlywithoutaresilientnetwork. Opengearsolutionsaredeployedbysomeoftheworld’s biggestmanufacturingcompanies,allowingthese organizationstoenjoyfullvisibilityoftheirnetworks. They’realsoeasytomanageandscalable,providingthe necessarynetworkresilienceformanufacturerstooperate smoothly
OpengearcurrentlydoesextensivetraininginSixSigma andLeanManufacturingpractices,whichare methodologiesthataredesignedtoimprovemanufacturing processesandincreaseefficiency.Theyhaveseveralsixsigmalackandgreenbeltsandholdtrainingsessionsforall manufacturingandmanufacturingsupportpersonnel.
Thesemethodologiescanimprovemanufacturinginseveral ways.Forexample,theycanhelpto:
• Reducewaste:BothSixSigmaandLean Manufacturingaimtoeliminatewasteintheproduction process,resultinginamoreefficientandsustainable operation.
• Improvequality:Byidentifyingandeliminating defectsanderrors,SixSigmacanimprovethequality ofthefinalproduct.Similarly,LeanManufacturingcan reducevariabilityandimproveprocesscontrol, resultinginbetterquality
• Increaseefficiency:Bystreamliningprocessesand eliminatingwaste,manufacturingoperationscan becomemoreefficient,reducingleadtimesand increasingthroughput.
• Boostproductivity:Byempoweringemployeestotake ownershipoftheirworkandcontributetocontinuous improvementinitiatives,productivitycanbeincreased aswell.Overall,thesearepowerfultoolsthatcanhelp manufacturingorganizationsimprovetheiroperations, reducecosts,andstaycompetitiveinarapidly changingmarket.
EdgeComputing
Thetechindustryisalwaysfocusedonprogression,andthis alsoappliestodatacenterenvironments.Asthenumberof IoTdevicesincreases,organizationsareprioritizingtheir networkinfrastructureatremotesites.Thistrendis expectedtocontinueasmoredevicesaredeployed,leading enterprisestoaddmorecriticalapplicationsatedgesitesto keepupwithhighdemand.Despitethegrowthin computingattheedge,businessesstillrequirethespeed, performance,andefficiencyfoundindatacenters. EnterprisesaroundtheworldrelyonOpengear’sSmartOut ofBandcapabilitiestoprovideresilientbackup connectivityfordevicesindistributeddatacenters.The NetworkResiliencePlatformensuresbusinesscontinuity forbothphysicalandvirtualnetworkresources.
TheproliferationofIoTdeviceshasledtoashiftinfocus fororganizationstowardnetworkinfrastructureatremote sites.Thistrendisexpectedtocontinueasmarketgrowthis forecastedtoreach$9billionby2024.Tomatchthe resilience,scalability,andavailabilityofdatacenters, organizationsrequireasmartandefficientsolution.
Opengear’sSmartOutofBandistheperfectanswertothis need.ThecombinationofSmartOutofBandandFailover toCellularprovidesthemostresilientbackupconnectionto remotenetworks,ensuringcontinuousaccessto infrastructureandbusinesscontinuityformission-critical applications.SmartOutofBandaddsintelligencetothe edge,makingitidealformanaginginfrastructureat multiplesites.Failovertocellularguaranteesuninterrupted availabilitywiththehelpof4GLTE.
LighthouseSoftwareservesasthecentralhubforallremote sites.Itmitigatesthepossibilityofsmall-scaleerrors turningintolargedisruptionsandreducesthelikelihoodof humanerror.Opengear’stalentedanddiverseteamis continuouslyworkingondesigning,building,and deliveringSmartOutofBandsolutions.Thisdedication givestheircustomerspeaceofmindeveryday.
SalestoMarketingtoProduct
ForAnalisa,itallcomesdowntoexperience.Hercareer pathhasseenhertransitionfromsalestomarketing,then frommarketingtoproduct,andfinallybacktomarketing. Eachtime,shehadtoalterherapproachtoherwork, whetheritwasadjustingtonewKPIs,audiences,or goals—younameit.Throughthesechanges,shegaineda holisticunderstandingofhowtosell,create,produce,and manageaproduct,makesalescalls,andexecutemarketing strategiesthatsupportedsales.
Additionally,shelearnedthestepsnecessarytotakea productfromconceptiontomarket,includingmanaging operations,pricing,andtraining.Shehasexcelledat strengtheningthebondbetweensalesandmarketingby beingintunewiththevariousintricaciesoftheproduct developmentprocessaswellashavingafirmunderstanding ofwhatit’sliketo'Carryabag'andbeheldaccountablefor heftyquotas.
Whenitcomestoempoweringherteam,oneofthemost rewardingresponsibilitiesofherroleisinspiringthemtobe boldincomingupwithnewwaystoboostrevenues.She likestoremindherteamofananecdotefromearlierinher career.Backinthedaysofsnailmaildemandgeneration, sheworkedforamajortechcompany,and–attemptingto createanimpactandstandoutfromthecompetition–she utilizedahotpinkphysicalmailertopromoteamajor productannouncement.Theideawas,ofcourse,thatan ordinary,plainwhiteenvelopewouldgetoverlooked,so surelyapinkonewouldstandout.Thismailcampaign wasforacompanywithabluecolorscheme,soyoucan imaginetheapprehensionthatcreptinwhenupper managementcaughtwind!Intheend,herhotpinkmailer resultedinthehighestattendanceatasingleproductlaunch eventinthedecadeshewasatthecompany.Fromthatpoint forward,shewasencouragedtoshareherbig,boldideas. That’swhatshetriestoinstillinherteam;it’scrucialto havesomeonesupportingyou,totakerisks,andsometimes toseekforgiveness.
CreatingMarketingStrategies
Analisaintendstodevelopmarketingstrategiesandplans thatalignwithitsbusinessobjectives.Thisinvolvesmaking surethatallleaderscomprehendthesignificanceoftheir organizationandtheworthitprovidesonadailybasis.It alsonecessitatesathoroughcomprehensionofcustomers’ preferences,purchasinghabits,communicationpreferences, andcurrentmarketingtrends.Inaddition,it’simportantto focusonpotentialareasforexpansion,closelymonitorthe competition,andstrivetostayaheadofthem.
Toeffectivelyleadateam,youmustacknowledgeand valuetheuniqueabilitiesandlimitationsofeachmember.It iscrucialtoofferthemtheassistancetheyneedtoimprove theirskillsandgivethemspacetodevelopandexplorenew possibilities.Furthermore,itisimportanttohavefaithin theirabilitiesbothnowandinthefuture.Encourage independenceandopportunitiesforlearning,andfosteran environmentoftrust.Alwaysremaingenuineandopenwith yourteam.Rememberthatteamworkanddiversityare essential,andteammembersmustbededicatedto achievingexcellencewhilemaintaininghonestyandrespect towardeachotherandtheorganization.
PerfectionismandPersonalLifeasaLeader
Achievingsuccessrequiresasignificantinvestmentoftime andeffort.Asyouclimbtheranks,youacquiremore responsibilitiesandmustcontinuouslylearnfromboth successesandfailures.Yourultimateobjectiveshouldbeto positionyourselfasadedicatedandcompetentindividual whomotherscanrelyontodeliverresults.Nevertheless, it’simportanttobemindfulofthedangersofperfectionism. Aleader’seffectivenessispartlydeterminedbytheir willingnesstotakeresponsibilityforerrors,whichare inevitable.Beingabletorecognizeandcorrectmistakesis vitaltoachievingfuturesuccess.
Ensuringaproperbalancebetweenworkandpersonallife iscrucial.It’sessentialtokeepthemseparate.Most importantly,youneedtobelieveinyourcapabilitiesand standupforyourself.Remember,nooneelsewilldoitfor you.Asaleader,it’svitaltoofferyourteamnumerous opportunitiestolearnanddevelop.However,it’sequally importanttoallowthemtomakemistakesandlearnfrom them.Bysupportingyourteaminthismanner,youare layingthegroundworkforasuccessfulandgrowth-oriented teamofexecutivesinthefuture.
SurvivingtheDigitalAge
Theevolutionofcustomerexpectations,marketpressures, andorganizationalgoalsisdrivingtheprocessofdigital transformationacrossvariousindustries.Itiswidely understoodthatestablishingnewnetworksandecosystems, whichleadtonewbusinessmodels,iscrucialforfuture growth.However,digitaltransformationrequiresa connectedecosystem,asdisruptionsinthenetworkmay renderapplicationsuselessandnegativelyimpactthe organizationanditscustomers.Asnewapplicationsare added,thereisanincreasedlikelihoodofnetworkstrainand outages,makingalways-onaccessevenmorecritical. Duringthestrategyphase,primaryconsiderationshouldbe giventoaccessingmission-criticalapplicationsduringa disruption,whichiswhereOpengearcanbeofassistance.
Theimpactofanetworkdisruptiononrevenue,customer experience,andbrandreputationhasalreadybeen extensivelydiscussed.Asthebackboneofanorganization, thenetworksupportsallaspectsofinfrastructure.Tostay operationalandcompetitiveduringdigitaltransformation, businessesneedOpengear’sNetworkResiliencePlatform. ThisplatformprovidesSmartOutofBandmanagementand secure,remoteaccesstocriticalresourcesontheFirstDay, WorstDay,andEveryDay.WithFailovertoCellular technology,Opengear’sNetworkResiliencePlatform ensuressufficientbandwidthforcriticalprocessesto continueoperatingatalltimes.
Itisimportantfororganizationstobepreparedforany possiblescenario.Theyareawarethatmodernbusinesses arerequiredtoaccomplishmorewithfewerresources, whetherduetolimitedbudgetsorashortageofpersonnelto addresssiteprovisioningorfacility-wideissuesacrossthe globe.However,digitaltransformationremainsanessential componentforstayingcompetitivedespitetheeverchangingdemandsofcustomers,marketpressures,and unpredictablesupplychains,regardlessoftheindustry. Therefore,astheircustomersexpandtheirnetworksand operationsthroughdigitaltransformation,organizationsare committedtosupportingthemthroughoutthenetwork lifecycle,deliveringvalueonadailybasis.
EarnedRecognitionandAwards
• “Opengearisthesavinggraceforus.Theyaretheonly wayforthemtoaccessitscriticaldevicesduringan outage.”-JohnHargraves,NetworkandVoiceServices TeamLead,ABB.
• “Wehaveachievedthegoalswesetfortheproject.We nolongerneedmediaconverters,andnow,with Opengear’sResilienceGateways,wehaveasolution thatprovidesuswithhigh-endfunctionalities.The networkismoreresilientthanbefore,thankstothe alternativeaccesspath.Wecanaccessitremotely, whichwasabigadvantage,especiallyduringthe pandemic.Inaddition,wecanintegrateotherdevices intotheOOBmanagementusingthevarious interfaces.”-JensAßmann,HeadofDepartmentat ZIMT(CenterforInformationandMediaTechnology), theUniversityofSiegen.
• “WelikeOpengearbecauseitisaresilientand performantsolutionthatcanbetrustedtodothecritical jobitdoes.Itisnotahackysolution.TheOpengear platformisarealprofessional-gradesolutionthatdoes notmakeassumptionsabouthowwewanttowork.”TylerAment,SolutionArchitectatColdsmoke Networks.
Awards
2021CloudComputingBackupandDisasterRecovery Award.
2021IoTEvolutionProductoftheYearAward.
2020NetworkComputingAwardsHardwareProductofthe Year–Finalist.
2017NetworkComputingAwardsNetworkProjectofthe Year-PrivateSector
2017IoTEvolutionProductoftheYear.
2016ITWorldAwards–Silver
Grant M acpherson
Grant Macpherson ChiefMarketingOfficer KFCAfrica
From Africa to Global Heights: The Odyssey of KFC Africa’s Chief Marketing Officer!
Let'sbehonest:whenhungerstrikes,fastfoodisthe hero.It'sthespotwherepeopletrulysavortheir bites.Quick,tasty,andreadytoroll,theseplaces haveaspecialspotinourhearts(andstomachs).
Now,picturethis:lotsoffast-foodspots,alltryingtowin yourtastebudsover.Howdotheydoit?It'sallaboutthe marketinggame.Smartmarketers,withsharpskillsand cleverplans,findawaytobethestarofthefast-foodshow GrantMacphersonhasemergedasaforcetobereckoned with.AstheChiefMarketingOfficerofKFCAfrica,his careertrajectoryisanexampleofthepowerofdiverse experiencesandanunrelentingcommitmenttoexcellence.
Grant'sprofessionalodysseycommencedinthevibrant landscapeofAfrica,wherehecuthisteethintheFMCG sector Thisearlyexposurelaidthegroundworkforarobust understandingofcommercialbrandgrowth—askillsetthat wouldbecomeinstrumentalinshapinghisfutureendeavors. Eagertobroadenhishorizons,heseizedopportunities abroad,spendingseventransformativeyearsintheUnited KingdomandlaterintheNetherlands.
Currently,atthehelmofKFCAfrica,Grant'sassociation withtheiconicbrandspansoveradecade.Everyposition hehasheldatKFChasservedasasteppingstoneand addedtohisimpressivecareerarc.Granthighlightsthe significantinfluenceofassemblingadiverseworkforce withanever-endingthirstforknowledgeanddevelopment, creditingthissuccessfulformulaforitsongoingsuccessin Africa.
Beyondtheboardroom,hefindsinspirationinhisyoung family,groundinghimamidstthedemandsofadynamic career.Hiscommitmenttowork-lifebalanceisreflectedin hispursuitsoutsidetheoffice—whethercatchingupwith friends,revelingintheoutdoors,orcurrentlytrainingfora multidaycyclingevent.
JoinusasweunravelthenarrativeofGrantMacpherson—a marketingmaestrosteeringthecourseforKFCAfrica. FromhishumblebeginningsinAfricatotheglobalstage, hisjourneyexemplifiesthefusionofpassion,resilience, andacommitmenttoexcellencethatdefineshisleadership attheheartofoneofAfrica'sfavoriteQSRbrands.
Below are the interview highlights:
CouldyoupleasebriefusaboutKFCAfricaandits inceptionstory?
Thestoryisaninspiredone—ataleofambition,dedication, andperseverance,combinedwithaworkethicthatresulted inunimaginablesuccess.Ourfounder,ColonelSanders, wasaserialentrepreneurbutstruck'friedgold'atthe youthfulageof62whenheopenedthefirstKFC.Our famoussecretrecipeof11herbsandspiceshassincetaken theworldbystorm,comingtoAfricaover50yearsago.
Since1971,wehaveservedmillionsofmealsaroundthe countryandhavecementedourselvesasoneofAfrica's mostlovedbrands.Wehavealsoforgedaformidable legacyandproudlystandasthecountry'sleadingquickservicerestaurantbrand,entrenchedinthecommunitieswe serve.
Iamsuperproudtobeworkingonabrandthatcanimpact people'slivesonadailybasis.AmongourseveralCSI initiatives,AddHopeandKFCMiniCricketareour flagships.KFCAddHopeisthesecond-biggestfeeding schemeinthecountry,secondonlytothegovernment.We workwithhundredsofbeneficiariesacrossthecountryto ensurechildreninthemostdifficultcircumstancesreceive nutritiousmeals,enablingthemtoplay,learn,andgrow Thisinitiativehasbeenrunningfor14yearsandhasserved over283millionmealssince2009.Ontopofthat,KFC MiniCricketisthebiggestgrassrootssportsinitiativeinthe country,bringingkidsfromallwalksoflifetogetherinthe spiritofplay.Initiativessuchasthesecontinuetomake KFCAfrica’sfavoriteQSRbrand.
Canyoutellusaboutyourexperienceasamarketing executiveindifferentcountriesandcategories?
Movingabroadwasanamazingexperience,both professionallyandpersonally.IamverygratefulthatIhad theopportunitytomovetoanewmarketrelativelyearlyin mycareer.Whenmovingtoanewcountry,thefirstthingto understandisthedifferentcultures,routines,andrhythms peopleliveby.Onceyouhaveagoodunderstandingofthat, youcanbegintoforgerelationshipsbasedontrustand mutualappreciation.Thesecondthingtofocusonishowto engageyourconsumers.Forexample,theretailindustry variessignificantlyaroundtheworld;insomeplaces,it'sa littlemoreformal,andinothers,perhapsalittleless. Havingworkedinthefoodindustryforthepast10years,I havealsolearnedthatpeople'stastesvarysignificantly
acrosstheworld,soweneedtobeabletoadapttothose preferences.Ultimately,asmarketingexecutives,weneed tonavigatethesecomplexitiessothatwecanengageour consumersanddrivebrandequityandgrowth.
Inmycurrentrole,welookafterthebrandin23markets, whichareoftencomplexandnuanced.Fortunately,Ican leanintotheselearningsandengagewithmanyofmypeers abroad.KFChasanincrediblystrongglobalnetworkthat
wecanconsistentlyleveragewheneverwefaceanew opportunityorchallenge.InAfrica,KFCisthelargestQSR andoneofthemostlovedbrands.Wealsohaveavery strongtrackrecordofdeliveringsolidgrowthandbuilding brandequity Thismeansthatwetoocanshareour learningsgloballytotakeourbestpracticesintootherKFC markets.
Howhaveyouachievedconsistenttop-percentile performanceratingsinyourcareer?
Collaborationandcollaborativethinkingtriumphover individualintelligenceeveryday.Someofmymost successfulendeavorsstemfromnurturingstrong relationshipsandbringingoutthebestinpeople.Iamalsoa staunchadvocateforstraightforwardandclearstrategies. Tokeepourstrategiessimple,Iconsistentlyurgemyteam tograspthedatabeforethem,pickalane,andcommittoit.
Whataresomeofthebrandsyouhaveworkedwith, andwhatwasyourroleindrivingtheirsuccess?
BeforejoiningKFC,IworkedatReckittBenckiser, overseeingbrandssuchasDettol,Finish,Clearasil,andJik. Asabrandmanager,Iwasresponsibleforenhancingthe commercialandbrandhealthofourrespectiveportfolios. Throughoutmycareer,Ihaveachievedthisbyfocusingon increasingconsumerawarenessandrelevance.Thiswas accomplishedbyunderstandingthemarket'sneeds, deliveringproductsthataddressedthoseneeds,andcreating distinctiveandcompellingadvertisingthatdroveawareness andengagement.
Couldyouprovideexamplesofintegrated communicationcampaignsthatyouhavedeveloped, includingTVcopy,BTL,anddigitalactivation?
AtKFC,weconsistentlydevelopawealthofcampaigns eachyear;however,therearetoomanytomention,soIwill focusonthemostrecentonesthatIamtrulyproudof.A particularstandoutisthe"AnythingfortheTaste" campaign,whichnotonlycapturedtheimaginationsof Africansbutalsogarneredglobalandlocalrecognition. WorkingwithourwonderfulpartnersatOgilvy,wetookan urbanlegendthathadtrendedmultipletimesonsocial mediaandcreatedamassive360-degreecampaignthat drovetremendousawarenessandengagement.The campaignsecuredseveralprestigiousawardsandaccolades atthisyear'sEffiesandLoeries,includingtheGrandEffie andaGrandPrixLoerie.Thecampaignhasalsoachieved globalacclaimattheOneShow,D&AD,Clios,anda BronzeCannesLion,amongothers.
Anotherrecentcreativehighlightwastherelaunchofour breakfastlineup,featuringoneofAfrica'sfavoritesons, TrevorNoah.Trevor'sabilitytoconnectwithpeoplefrom allwalksoflifemadehimanexcellentfitforourbrand, resultinginasignificantincreaseinawarenesslevelsand salesacrossourbreakfastofferings.
Finally,whenitcomesto'non-traditional'campaigns,Iam alsoveryproudoftheworktheKFCteamdidwithour KFCxUncleWafflescollaboration.Thecampaignfocused ondigitalandsocialactivationandwassoimpactfulthat theproductsoldoutinamatterofweeks.
Howhaveyoubroughtinnovativenewproductsand servicestothemarketinyourpreviousroles?
Iwouldsayit'smoreaboutthelearningandinspirationI havebroughttothemarketbasedonmyprevious experience.Africaboastsawealthoftalentandinnovative thinkers.Whenwedouseglobalideas,weliketoadapt globalbestpracticesandthenaddourownuniqueAfrican twistwhenappropriate,thusensuringtheproductis relevanttoAfrica.
Whatqualitiesdoyoubelieveareimportantforan entrepreneurinthemarketingindustry?
TheabilitytobalanceriskwithpragmatismIt'sgreatto havedatatobackupdecision-making,butsometimesyou justhavetobebraveandtrustyourgut.
Canyousharesomeoftheoutstandingresultsyouhave achievedinyourcareer?
WhatItakeimmenseprideinisthechancetofosterthe professionaldevelopmentofindividuals.There'struly nothingquitelikepresentingsomeonewithapromotion letterorinformingthemthatthey'vesecuredtheirdream role.Inadditiontotheserewardingmoments,I've consistentlyachievedsignificantgrowthinmarketsharefor allthebrandsI'vebeeninvolvedwith,achievingthis throughastrategicblendofdrivingsalesandenhancing brandlove.
Whatchallengesdidyoufacewhiledrivingbranded retailfortheKFCbrandinAfrica?
Ourconsumershavemorechoicesthanever,butthereality isthatwearealsofacingseveraleconomicchallengesboth locallyandglobally.Ontopofthat,thesignificantshiftto allthingsdigitalisgivingconsumersmoreopportunitiesto interactwithandshopforbrands.Ourgoalistoremainthe numberonebrandwhenitcomestobothtop-of-mind awarenessandconsumervalue.Toachievethis,weneedto giveconsumersaccesstoourFingerLickin'Goodtasteat affordablepricesthattheycanenjoy,regardlessofthe occasionortheirchannelpreference(digitaland/or traditional).Onceweaccomplishthis,wecandrivebrand
engagementandlovethroughcompellingadvertisingand otherexcitingmarketinginitiatives.
Howdidyounavigatethebrandthroughthepandemic crisis,andwhatstrategiesdidyouusetodrivesales momentumandgrowmarketshare?
TheoutbreakofCOVID-19andthesubsequentlockdown certainlyhadasignificantimpactonthelocalrestaurant sector.However,Itrulybelievethatourbrandstrengthand ourconsumers'loveforourFinger-Lickin'Goodfood meantthatwewereabletopivotandmeetourconsumers wheretheywere.Althoughwehadasolidbaseintermsof ourdigitalsales,thepandemicexpeditedourneedtofocus onchannelssuchasclickandcollectaswellasdelivery Thismeantwewereabletofast-trackourjourneytoenable theseamlessconvenienceofe-commerce.Overall,Iwould saythatwefaredwelldespitethecircumstancesandthe impactofrulesthatrestricteddiningout.Thepandemichas alsoremindedusthattothriveandsucceed,innovation mustbeattheheartofourbusinessstrategy
WhatstepsdidyoutaketoelevateKFC'sleadership positioninthemarket?
Oursuccessthrivesonacommitmenttodriveboth immediatesalesandlong-termbrandgrowth,anchoredby fourkeypillars:fosteringpeopleandcommunitygrowth, creativeexcellence,innovativeproductsanddigital solutions,andbuildingtrustedpartnerships.
• Peopleandcommunitygrowthmatterdeeplytous.We investinthedevelopmentofourteamandcontribute meaningfullytothecommunitiesweserve, understandingthatsuccessextendsbeyondnumbersto collectivegrowth.
• Creativeexcellenceisatourcore,whereweblend productnewswithcompellingstoriestocraft compellingbrandexperiencesthatleavealasting impact.Ourfocusonproductanddigitalinnovation ensuresourbrandremainsnotonlyrelevantbut resonantintheever-evolvingconsumerlandscape.
• Finally,attheheartofthissuccessisstrong partnershipsbuiltontrust.Webelieveincollaboration asthefoundationofprogress,drivingnotonlyour growthbutalsothatofourpartners.Wehave wonderfulrelationshipswithourcross-functional partners,franchisees,andagencies,allofwhommake uptheKFCfamily
Pleasegiveusafewtestimonialsfromyourclientsand awardsorrecognitionthataccuratelyhighlightyour achievementsinthecorporateniche.
Overthepastfewyears,ourjourneyhasbeenmarkedby remarkablebrandgrowthbackedbydouble-digitsales growth.IntheAfricanmarket,weproudlystandasthe dominantindustryleaderwhilecontinuingtogrowmarket share.Infact,wearethebiggestandfastest-growingQSR inAfrica.Addingtoourachievements,theKFCAfrica Marketingteamhasgarneredglobalrecognition,securing theesteemedtitleofGlobalMarketingTeamoftheYear andnumerousotheraccoladesduringourannualKFC globalmarketingconference.
Intermsofindustryawards,the2022–2023periodhasbeen oneofourbestyearsever.Ourinternationalacclaim includesaprestigiousBronzeCannesLion,threeCiclope Awards,twoClios,aswellasawardsatD&ADandThe OneShow.Onalocalfront,wehaveclinchedseveralgold lorriesandthecovetedGrandPrixlore.AttheEffies,we proudlytookhometwosilvers,twogolds,andthe illustriousGrandEffie.Ourtrophyshelfalsoboastsrecent additions,includingmultipleBookmarkersandAssegai awards.
,, ,,
Success is not the key to happiness. Happiness is the key to success. If you love what you are doing, you will be successful.
- Albert Schweitzer
The Power of Storytelling!
HowCMOsCreate Compelling Brand Narra ves
Simplyput,storiesinspireotherstocare.ChiefMarketing
Officers'(CMOs')roleshavegrownsignificantlyinrecent years.Theydon'tonlypromoteproductsanymore. Instead,theycreateinterestingstoriesforbrandsthatconsumers canidentifywith.Thesestoriesformthefoundationofabrand's identity Theyaffectpeople'sthoughts,makethemexperience specificemotions,andkeepthemcomingbackformore.
Inthisworldfullofchoicesandinformation,it'ssignificantfor brandstotellstoriesthatstandout.ButhowdoCMOsmake storiesthatnotonlygrabattentionbutalsomakepeoplewantto stickaroundandbepartofthebrand?
Let's learn the methods and principles for creating these incredible brand stories.
ThePowerofStorytelling
Imagineyou'relisteningtoafriendtellareallycoolstory. Storiesmakeusfeelstuff,helpusimaginethings,andmakeus rememberthem.Whetherit'sastoryaboutsomeoneovercoming problems,findingoutnewthingsaboutthemselves,orsearching forsomethingtheyreallywant,storiesjustclickwithpeople.
CMOsknowthatstorytellingisn'tjustaboutsellingstuff. It'saboutmakingconnectionswithpeopleonadeeplevel. Bytalkingaboutthingsthatmattertoeveryone,brandscan becomemorethanjustthingspeoplebuy Theycanbecome symbolsofwhatpeoplebelieveinandwhotheyare.
MakingSuretheStoryMatchestheBrand
Agoodbrandstoryisn'tjustsomethingmadeupfor marketing.It'samirrorofwhatthebrandstandsfor.CMOs knowthatthestoryhastobetruetothebrand'sheart.It shouldfeelrealtothepeopleit'smeantfor
Bymakingsurethestorymatchesthebrand,CMOscreatea strongandtrustworthystory Whetherit'sapromisetohelp theenvironment,alovefornewideas,oradrivetomake theworldbetter,thebrandstoryshouldshowwhatthe brandcaresabout.
UsingDataandPayingAttention
Intoday'sworld,there'satonofinformationaboutwhat peoplelikeanddo.CMOsusethisinformationtomakethe brandstoryevenbetter.Byknowingwhatpeoplelike,what theyneed,andwhat'spopular,CMOscanmakethestory moreinterestingandhelpful.
DatahelpsCMOsunderstandwhatmakespeopletick.By usingthisinformation,theycanmakestoriesthatreally speaktopeopleandmakethemwanttobepartofthe brand.
UsingLotsofDifferentWaystoTelltheStory
Storiesaren'tjustforbooksanymore.They'reeverywhere! Fromsocialmediatovideostopodcasts,therearelotsof waystotellabrandstory.CMOsuseallthesewaystoreach peoplewheretheyareandmakethemwanttobepartofthe story.
Byusingdifferentwaystotellthestory,CMOscanget peopleexcitedaboutthebrand,nomatterwheretheyare. Whetherit'sthroughcoolInstagramposts,funpodcasts,or amazingvirtualexperiences,thebrandstorycanbe everywhereandanywhere!
MakingFriendsandLettingThemHelp
Intoday'sworld,everyonewantstobeapartofthestory. CMOsareawareofthisandencourageemployeesto
contributetomakingthestoryevenmoreinteresting.Brands createasenseofbelongingbyallowingconsumersto participateinthestory Theyconvertclientsintobrand advocateseagertospreadtheword.
CMOsknowthatthebeststoriesaremadewithfriends.By listeningtowhatpeoplehavetosay,askingfortheirideas, andlettingthemjoinin,brandsmakestoriesthateveryone lovestobepartof.
CheckingtoSeeifit'sWorkingandMakingit
Better
Makingagreatstoryisjustthebeginning.CMOsknowthey havetokeepcheckingtoseeifthestoryisworking.They lookatthingslikewhetherpeoplelikethestory,ifthey're sharingit,andiftheykeepcomingbackformore.
Bycheckingtoseeifthestoryisworking,brandscanchange thingsiftheyneedto.Maybethey'llchangethewords,try newthings,orusedifferentwaystotellthestory.CMOsare alwayslookingforwaystomakethestoryevenbetter!
Tosummarize,creatingastrongbrandstoryisatremendous journey.CMOsemploycreativity,truth,andintelligenceto createstoriesthatpeoplecannotgetenoughof.
-
Alaya Brown
Revolutionizing Marketing in Private Dentistry and Healthcare
Effectivemarketingiscrucialforathrivingdental practicetopromoteagrowingportfolioof treatmentsandshowcaseitsbestwork.Dentistry professionalsemployavarietyofstrategiesandtacticsto promotetheirtreatmentsandreachspecifictarget audiences.Well-executedcampaignscansignificantly impactpatientacquisitionfiguresandenhancebrand recognitionintoday'sfiercelycompetitiveprivatedentalsector
SimonHubbardisapersonwhohasmadeanamefor himselfasachampionofinnovativegrowthtactics. Hubbard’simaginativeleadershipandstellartrackrecord havepropelledhimtothetopofthedentistryandprivate healthcaresectors.
Simon’srisetomarketingexcellencebeganlongbeforehe tookoverasCMOofDirectDentalGroup.Withapassion formarketingingrainedinhisDNA,heembarkedona journeythatwouldmakehimoneofthemostinfluential figuresintheindustry.Throughauniqueblendofcreativity, innovation,andadata-drivenapproach,Simonhas masteredtheartofdevelopingholisticgrowth,marketing, andbusinessmanagementstrategies.
Withasharpstrategicvision,Simoncontinuouslydrives businessgrowthanddeliversgroundbreakingmarketing initiativesthatpushtheboundariesoftraditionalpractices. Hisabilitytoleveragetechnology,data,andconsumer insightshasenabledhimtocreatehighlytargetedand impactfulcampaignsthatdrivebranddifferentiationandloyalty
BrandpositioningiswhereSimonexceedsexpectations.He hasanaturalunderstandingofhowtofascinategroupsof onlookersandmakeanenduringimpression.Bytackling thecontrolofnarrating,Simonhaseffectivelycreatedbrand storiesthatresoundprofoundlywithpatients,settingup DirectDentalGroupasatrustedtitlewithintheindustry
Butit`snotjustSimon’simpressiveresumethatsetshim apart.Hecaninstilasenseofreasonandmotivatehisteam toendeavourforbrilliance.Hiscolleaguesdepicthimasa visionarypioneerwhopushesboundariesandenergizes
Simon’s dedica on to nurturing talent fosters a collabora ve and innova ve working environment. By providing guidance and mentorship, he creates a culture of con nuous growth.
inventiveconsideration.Beneathhisauthority,Direct DentalGrouphasexperiencedasocialalter,seekinga forward-lookingmentalitytodrivevictoryandmovethe organizationtoanotherlevel.
Let us dive into Simon’s journey, his transformative impact on the private dentistry and healthcare sectors, and the secrets behind his unrivalled success!
TheVisionaryDrivingInnovation
SimonHubbard’sroleasChiefMarketingOfficerforthe DirectDentalGroupandtheaward-winningspecialist LondonDentalpractice,FulhamRoadDental,exemplifies hisabilitytodriveinnovation,establishstrongbrands,and achieveexceptionalresultsinDentistryatanunrivalledpace.
Simoncontinuestomakealastingimpactonthedental organizationheleads,drivingsuccessinthefieldof dentistryandcementinghisreputationasatrailblazing CMOwhorevolutionizedmarketingprinciples.AtFulham RoadDental,Simonplayedakeyroleinthecompany’s start-upphase.Asleadcreative,hewasresponsiblefor developingthebrand’sidentity,ensuringaconsistentand engagingpresenceinbothdigitalandprintmedia.His marketingstrategiesandcreativecampaignsfacilitated earlypatientacquisition,surpassedtargets,andestablished FulhamRoadDentalasaleadingreferraldentalpracticeinLondon
FulhamRoadDental
FulhamRoadDentalisareferraldentalpracticerenowned foritscommitmenttoprovidingthehighestqualitydental careandoralsurgery,attractingthebestdentaltalentfrom alloverLondon,Specializinginafullrangeofdental treatments,includingcosmeticdentistry,orthodontics, implants,oralrehabilitation,andsedation.
Withastrongfocusonpatientcareandtheuseofthelatest technology,FulhamRoadDentalhasearneditsreputation asoneofLondon’smosttrustedandinnovativedentalpractices.
FulhamRoadDentalconsistentlyoutperformstheindustry averageinnewpatientacquisitionratesbymorethan300% month-over-month.Withthisunprecedentedsuccess,the dentalpracticeisalmostatcapacityinlessthantwoyears afterhestarted.Thisislargelyduetotheeffortsconducted andmanagedbySimonHubbardandhisteam.
Inparticular,Simon’sleadershipplayedakeyrolein winningtheprestigiousindustryawardforBestNewDental PracticeinLondon,highlightingthecompany’sexcellence indentalservicesandpatientcare.DirectDental,asister brandofFulhamRoadDental,wasconceivedtolaunchasa nationalbrandofprivatedentalpractice.Thisbusiness modelaimstobridgethegapandhelppatientstransition fromtheNHStoprivatedentistry.Theyaimtocreatea comfortableenvironmentbasedonstate-of-the-artdental technology,withanemphasisonprovidingcustom-made treatmentthatmeetstheneedsofeachpatient.UnderSimon Hubbardandexecutiveleadership,DirectDentalhas achievedsignificantbusinessgrowthandperformanceinits firstfivemonthsofoperation,alreadyexceedingthe nationalaverageinpatientacquisitions.Throughstrategic planningandeffectiveacquisitionstrategies,thispractice hasachievedremarkableresultsinbothrevenuegrowthand competitiveadvantageinsuchashortperiod.
DeliveringExceptionalResults
Simonisamasteratcoordinatingtheentiremarketingmix toproducesuperiorresults.Hisexpertisespansmultiple areas,includingsearchengineoptimization(SEO),web development,UIandUXdesign,conversionoptimisation, graphicdesign,marcomms,digitalandtraditional marketing.Byseamlesslyintegratingtheseelements,Simon ensuresthatcampaignshavemaximumimpactacross multiplechannels.
Themarketinglandscapefacesexcitingdevelopments throughout2023thatembracenewtechnologies,including rapidadvancesinAI.Withacareerbuiltonremarkable achievementsanddiverseskillsets,Simonhasconsistently demonstratedhisabilitytodrivebusinessgrowth,drive branddifferentiation,andbuildandleadhigh-performing
Simon Hubbard Chief Marke ng Officer Direct Dental Group
teams.Hisstrategicvisionandinnovativeapproachhave takentheorganizationtonewheightsandearnedhim widespreadrecognition.
OvercomingFinancialHurdles
Simon responded by stating the major challenges that dental care companies encounter when it comes to incorporating modern technology in the healthcare industry:
• TheFinancialLandscape:Oneoftheprimary challengesisthesignificantfinancialinvestment requiredtoadoptandintegratemoderntechnologyinto dentalcarepractices.High-techequipment,software systems,andinfrastructureupgradescancomewith substantialcosts,makingitdifficultforsomedental carecompanies,especiallysmallerpractices,toafford thelatestadvancementsandstayaheadofthegame.
The 10 Most Influen al CMOs to
• TrainingandEducation:Implementingmodern technologyrequirespropertrainingandeducationfor dentalcareprofessionalsandstaff.Itcanbe challengingtofindcompletesystemsthatprovide cohesivefunctionalityandensurethatallteam membersareadequatelytrainedtoutilisethenew technologyeffectivelyandefficiently Thisrequires time,resources,andongoingsupporttohelpdental professionalsadapttoandoptimisetheuseofadvanced technologyforbothclinicalandadministrative procedures.
• InteroperabilityandIntegration:Theseamless integrationofdifferenttechnologiesandsystemswithin dentalcarecanbeasignificanthurdle.Modern technologiesshouldbeabletocommunicateandshare informationacrossvariousplatformsanddevices, ensuringefficientworkflowsandseamlesspatientcare. However,achievinginteroperabilityandintegration amongdifferenttechnologiescanbecomplex, especiallywhendealingwithlegacysystemsor incompatiblesoftware.
• UserAcceptanceandAdoption:Notalldentalcare professionalsmayreadilyembraceoradapttonew technologies.Resistancetochangeandalackof familiarityorcomfortwithadvancedsystemscan impedethesuccessfulintegrationofmodern technology.Dentalcarecompaniesmustinvestin changemanagementstrategies,trainingprograms,and user-friendlyinterfacestoencourageuseracceptance andadoptionofnewtechnologies.
• PatientAcceptanceandAccessibility:Introducing moderntechnologyintodentalcarecanalsoraise patientconcerns.Somepatientsmayresistchangesin traditionaldentalcarepracticesorfeeloverwhelmedby advancedtechnology.Dentalcarecompaniesmust strikeabalanceandprioritisepatientcare,education, communication,andtransparencytoaddressany concernsandensurepatientsunderstandthebenefits andimprovementstechnologycanbringtotheirdental experienceandoralhealth.
ExtraordinaryOutcomes
LeadershipandTeamDevelopment:Asatrueleader,Simon Hubbardinspiresandempowersteamstoachieve extraordinaryoutcomes.Hisapproachtorecruitmentand onboardingensuresthatheassembleshigh-performing teamsthatareequippedtotackleanychallengewhilst retainingahumantouchandastrongfocusonindividual development.
Simons’dedicationtonurturingtalentfostersa collaborativeandinnovativeworkingenvironment.By providingguidanceandmentorship,hecreatesacultureof continuousgrowthandpusheshisteamstosurpasstheir potential,ultimatelydrivingremarkablebusinesssuccess.
PathtoExceptionalPatientCare
EstablishClearCommunication:Effectivecommunication iskeytoprioritizingandmanagingpatientcare.Ensure openandtransparentcommunicationwithpatients,their families,andthehealthcareteam.Activelylisteningto patients’concerns,providingclearexplanationsof diagnoses,procedures,andtreatmentplans,andaddressing anyquestionsoruncertaintiesthepatientmayhaveareall instrumentalinthepatient’sjourneyandexperience.
PracticeSelf-Care:Takingcareofyourselfisessentialfor effectivepatientcare.Prioritiseself-care,managestress levelsandseeksupportwhenneeded.Bymaintainingyour well-being,Simonbelievesyoucanapproachpatientcare withcompassion,focus,andresilience.
StrategiestoEmbraceInnovation
EmbraceInnovationandCreativity:Simonemphasizesthe importanceoffosteringaninnovativeandcreativemindset. Encourageaspiringentrepreneurstothinkoutsidethebox, challengeeverythingandseekuniquesolutionsto problems.Innovationisoftenthekeydifferentiatorin competitivemarkets.
BuildaStrongNetwork:Networkingisessentialfor entrepreneurs,andSimonunderstandsthetruevalueof buildingastrongnetworkofindustryprofessionals, mentors,andlike-mindedindividuals.Networkingprovides valuableguidance,support,andopportunitiesfor collaborationandpartnerships.
DevelopaResilientMindset:Entrepreneurshipcanbe challengingandfullofobstacles.Simonencourages aspiringentrepreneurstodeveloparesilientmindset, embracingfailuresandsetbacksasopportunitiestolearn andgrow.Resilienceandperseverancearekeytraitsthat helpthemnavigatedifficulttimesandapplythatlearningto futureendeavors.
Networking is essen al for entrepreneurs, and Simon understands the true value of building a strong network of industry professionals, mentors, and like-minded individuals. Networking provides valuable guidance, support, and opportuni es for collabora on and partnerships.
TakeCalculatedRisks:Simonwouldadviseentrepreneurs tobeopentotakingcalculatedrisks.Encouragethemto evaluatepotentialrisksandrewardsthoroughlywhilst beingwillingtostepoutoftheircomfortzone.Takingwellconsideredriskscanleadtosignificantgrowthand opportunity.
ContinuouslyLearnandAdapt:Thebusinesslandscape, andlifeingeneral,isever-evolving.Simonemphasizesthe importanceofcontinuouslearningandadaptation. Encourageentrepreneurstostayupdatedwithindustry trends,seekknowledgethroughcourses,professional partnerships,workshops,andmentorshipprograms,andbe willingtoadaptstrategiesandapproachesbasedonmarket dynamics.
SurroundYourselfwithaTalentedTeam:Buildinga talentedanddiverseteamiscrucialforsuccess.Simon wouldadviseentrepreneurstosurroundthemselveswith individualswhocomplementtheirskillsandsharetheir passionandvision,similarindrivebutdifferentenoughto challengethewayforward.Astrongteamcanbringdiverse perspectives,skills,andexperiences,contributingtothe overallsuccessoftheventure,andaboveall,havefun!
RavingIndustryLeaders
Client Testimonial - Dr. George Cheetham BDS, MJDF (RCS Eng) MSc Restorative Dentist | Owner of Fulham Road Dental & Direct Dental Group.
Uponsettingupanewbusinessinthedentalsector,my partnerandIveryquicklyrealizedweneededhelpinthe marketingdepartment.Weapproachedseveralcompanies forhelp,andSimonshoneabovetherestforhisextensive knowledgeandenthusiasmonthetopic.
Simon’sworkhasbeenessentialfortherapidgrowthofour London-baseddentalpracticesandthewiderGroup-so muchsothatwewerethrilledtoofferhimthepositionof ChiefMarketingOfficerfortheGroup.WeconsiderSimon tobeanessentialpartofourbusinessandtheimpressive successthatwehaveachievedinsuchashorttimeframe.
Ournewdentalclinicshavewonprestigiousawardswithin theindustry;weexceedallindustrystandardsintermsof patientsign-upsandattractindustry-leadingdental cliniciansfromallovertheworld-nodoubtduetothe brandandthebusinessSimonishelpingustobuild.
Client Testimonial - Lucy Hunt BSc Hon New Patient Manager at Direct Dental Group
HavingSimonactingasChiefMarketingOfficeracrossour Grouphaselevatedandacceleratedourpositionasoneof thefastest-growingDentalPracticesinLondon.Simon’s wealthofexperienceoverarangeofindustrieshasmeant thatwithinamatterofmonths,weexceededtheaverage newpatientfiguresforourdentalpractices.
Withcutting-edgetechnologyandinnovationimplemented bySimon,wecantargetpotentialpatientswithspecialized andtargetedSEOandmarketingcampaigns.Hehasalso implementedleadingCRMsystemsandreportingtoolsto trackdataaccuratelyandgetgenuine,real-timeinformation onwhatourpatientsneedandwhen.Thisinnovative corporatethinkinghasbuiltahigh-qualitypipelineofnew businessandgeneratedover200outstandingGoogle reviewsinrecordtime,keepingmeveryhappyandmy teambusy!
Putsimply,wewouldnothaveopenedoursecondpractice soquicklywithoutSimononboard,andwehavetwo additionalnewpracticelocationsplannedtoopenbythe endof2023!
Theteamreallycannotthankhimenough.
-Lucy
How to Develop Customer-centric Brands
AccordingtoDonaldPorter,
"Customersdonotexpectyoutobe perfect.Theyexpectyoutofixthings whentheygowrong."Everysuccessful businessunderstandsthatmeetingthewants andwishesofcustomersiscriticaltolongtermsuccess.Thisideaisencapsulatedinthe conceptofcustomer-centricity,whichputsthe customeratthecenterofallcorporate decisions.
Developingacustomer-centricbrandisnot justaboutprovidingexcellentproductsor services;it'saboutcreatinganexperiencethat resonateswithyourcustomersonapersonal level.Inthisarticle,wewillexplorethe fundamentalprinciplesandactionable strategiestodevelopcustomer-centricbrands thatthriveintoday'scompetitivemarketplace.
UnderstandingYourCustomers
Thejourneytobecomingacustomer-centric brandbeginswithadeepunderstandingof yourtargetaudience.Takethetimetoresearch andanalyzeyourcustomers'preferences, behaviors,andpainpoints.Whatmotivates
themtochooseyourbrandoverothers?Whataretheir expectations,andhowcanyouexceedthem?
Conductsurveys,gatherfeedback,andleverageanalytics toolstogaininsightsintoyourcustomers'needsand preferences.Byunderstandingyourcustomersonadeeper level,youcantailoryourproducts,services,andmarketing effortstoresonatewiththemeffectively.
BuildingRelationships
Inaworldinundatedwithchoices,buildingstrong relationshipswithyourcustomersiskeytofosteringloyalty andtrust.Takeaproactiveapproachtoengagingwithyour customersateverytouchpoint,whetherit'sthroughsocial media,emailnewsletters,orface-to-faceinteractions.
Listenattentivelytotheirfeedback,addresstheirconcerns promptly,andshowgenuineappreciationfortheirsupport. Buildingacommunityaroundyourbrandfostersasenseof belongingandcreatesbrandadvocateswhowillchampion yourproductsorservicestoothers.
DeliveringExceptionalCustomerExperiences
Thecornerstoneofacustomer-centricbrandliesin deliveringexceptionalexperiencesateverystageofthe customerjourney.Fromthemomentacustomerdiscovers yourbrandtopost-purchasesupport,everyinteraction shouldbeseamless,personalized,andmemorable.
Investinuser-friendlyinterfaces,streamlineyourprocesses, andempoweryourteamtogoaboveandbeyondtodelight yourcustomers.Whetherit'sofferingpersonalized recommendations,providingswiftresolutiontoissues,or surprisingthemwithunexpectedperks,everyinteraction shapestheirperceptionofyourbrand.
EmbracingContinuousImprovement
Intheever-evolvinglandscapeofbusiness,adaptabilityis keytostayingrelevantandcompetitive.Embraceaculture ofcontinuousimprovementwithinyourorganization,where innovationandexperimentationareencouragedatevery level.
Regularlysolicitfeedbackfromyourcustomersand employees,andusedata-driveninsightstoidentifyareasfor enhancement.Beopentochangeandwillingtoiterateon yourproducts,services,andprocessestobetteralignwith yourcustomers'evolvingneedsandexpectations.
AligningYourBrandValues
Intoday'ssociallyconsciousworld,consumersare increasinglygravitatingtowardsbrandsthatalignwiththeir valuesandbeliefs.Todevelopacustomer-centricbrand,it's essentialtocommunicateyourbrandvaluesauthentically andtransparently
Takeastandonissuesthatmattertoyourtargetaudience, whetherit'senvironmentalsustainability,social responsibility,orethicalsourcingpractices.Demonstrate yourcommitmenttothesevaluesthroughyouractions,and engagewithyourcustomersinmeaningfulconversations thatresonatewiththeirownbeliefs.
MeasuringSuccess
Astheadagegoes,"Whatgetsmeasuredgetsmanaged."To gaugetheeffectivenessofyourcustomer-centricinitiatives, it'sessentialtoestablishkeyperformanceindicators(KPIs) andregularlytrackyourprogress.
Measuremetricssuchascustomersatisfactionscores, retentionrates,andNetPromoterScore(NPS)toevaluate theimpactofyoureffortsoncustomerloyaltyand advocacy.Usetheseinsightstorefineyourstrategiesand allocateresourceseffectivelytoareasthatdrivethegreatest impact.
InConclusion
Developingacustomer-centricbrandisnotaone-time endeavorbutanongoingcommitmenttoprioritizingthe needsandpreferencesofyourcustomers.Byunderstanding yourcustomers,buildingstrongrelationships,delivering exceptionalexperiences,embracingcontinuous improvement,aligningyourbrandvalues,andmeasuring success,youcancreateabrandthatresonatesdeeplywith yourtargetaudienceandstandsthetestoftime.
Asyousetoutonthispath,keepinmindthattherealtestof successisnotwhatyousellorhowmuchyoucharge,but ratherwhatkindofrelationshipsyoubuildandexperiences youprovideforyourclients.Intoday'scompetitive industry,youcancreateabrandthatnotonlysurvivesbut thriveswithcommitment,empathy,andarelentless emphasisonclientpleasure.
- Alaya Brown
Subscription CIO
www thecioworld.com