The Most Influential CMOs to Follow in 2022 October2022

Editor’s Desk

Creating a Benchmark of Excellence

TheexactdutiesofaChiefMarketingOfficer

(CMO)thesedaysaredifficulttodefine.That's becausethemarketingindustryhasahistoryof beingunpredictable,particularlyinthelastfewdecades,as consumerattitudesandtechnologicaladvancementshave undergonesignificantchanges.

Theyoccasionallyhavetomanagesalesanddistribution. Sometimestheyareaskedtoworkinpublicrelationsand customerservice.Italldependsonwhatiscurrently expectedofthem.Asaresult,CMOsnowneedtobe versatilemastersofalltrades.Theymustbeawareofthe majorityofactivitiesattheircompany.Therealwaysseems tobeacoresetofcharacteristicsthattheyallshare,despite theshiftingexpectationsandvariousroles.

Eventhoughtheyassumealeadershipposition,aCMO mustbeanexceptionalteamplayer Theyshouldbe constantlyseekingtheinputofeverybodyelseinvolved.It’s alsovitalthattheyactasamediatorbetweenthedifferent partsoftheirteamtosolveissuesandfostercooperation.

Inmanyways,theCMOactsasthebondingforcethat holdsamarketingteamtogether Theirjobistokeep everybodyfocusedandremindthemofthebiggerpicture. Theyaccomplishthisbygettingalloftheteammemberson thesamepage,unitedunderasinglecohesivevision.

Weliveinaneradefinedbyrapidlychangingtechnology. Socialmedia,inparticular,israrelystatic;itcanchange dramaticallyinasingleday.Giventhatthemajorityof marketingnowtakesplaceonsocialmedia,CMOsmust understandhowtoevolvewithit.AsuccessfulCMOis alwayslookingforinnovativesolutions.Theyrecognizethe importanceofinnovationandarewillingtotakerisksto

facilitateit.Furthermore,theyunderstandwhentolet goofthepastandwhatthey'vegrownaccustomedto inorderfortheirteamtomoveforwardandexplore novelapproaches.

Ittakesalotforamarketingcampaigntostandout fromthecrowd.Beingexciting,ground-breaking,and uniqueisthebestwaytocutthroughthe oversaturateddigitallandscape.AgoodCMOis alwaysawareofhowthecustomerisfeeling.They frequentlymonitorsocialmediatogaugepublic sentiment.Theyalsoserveascustomeradvocates withintheirteams,consideringhoweachdecision mayaffecttheconsumerandarguingintheirfavor.

Spotlightingsuchstauncharistocratsfromthe modernindustry,InsightsSuccessfeaturessomeof theenthrallingstoriesoftheMostinfluentialCMOs ToFollowin2022.Flipthroughthepagesand indulgeintheaspectsofcoherencycombinedwitha distinctiveblendofmodernadvancements.

HaveaDelightfulRead!

Abhishek Joshi AbhishekJoshi abhishek.joshi@insightssuccess.com

FeaturedPerson

Description CompanyName

AbdulSaniAbdulMuradisatrue-bluemarketerwhohasbeen inthebusinessfromthegroundup RHBBankingGroup rhb.com

AmitabhRamani GlobalMarketing Director JadeGlobal jadeglobal.com

AndreaSaravia, GlobalMarketingDirector Ufinet ufinet.com

Bernard

GlavaHoldings glavaholding.com

AmitabhRamanihasledstrategicmarketinginitiativesoverthe past18yearstodrivechangethroughamixofinnovative technology.

Andreaisanexperienced,accomplished,andresults-driven professionalwithmorethan15yearsinB2Bmarketing strategyandbranding.

Bernardiswellroundedwithnotonlypeoplemanagement, marketing,sales,andproductdevelopmentexperiencesbutalso financeexpertisewithmanagementofseparatedivisionalP&L andSupplychain.

bombardier.com

socure.com

CareDx caredx.com

ÈveLaurierisaseasonedprofessionalandseniorexecutive leader,whobringsmorethan20yearsofknowledgeand experienceinpublicrelations,communications,corporate marketing,andbrandingtoBombardier

Garyisaseasoned,creativeandpassionatemarketing executive.

Sashaiscommittedtoimprovingtransplantpatientoutcomes byprovidinginnovativeandintelligentsolutionsthroughoutthe entirepatientjourney.

AbdulSani AbdulMurad, VicePresidentMarketing Communications

GarySevounts, ChiefMarketingOfficer Socure

Nassif, ChiefMarketingOfficer

ÈveLaurier VicePresidentof Communications,Public Affairs&Marketing

Bombardier

SashaKing ChiefMarketing Officer

Gary Sevounts, CMO Socure

ReinventingABMandDemandGeneration

ManyglobalCMOsoperatinginmicroandlarge enterprisesutilizeonlythetriedandtestedmethodsto createanimpact.However,whenwecameacrossGary Sevounts,wewerestunnedbyhisuniqueapproach.

Whileinnovationhasbeenacknowledgedasafundamental qualityforproductandtechteamsforsometime, innovativepracticesarealsoincreasinglybeingappliedto marketing.Fundamentals,innovation,technology,and science,whenamalgamatedwithmarketing,couldresultin exponentialgrowth,allowingthecompaniestodriveawinwinsituation.

Adaptingtocustomerbehaviourandnewtechnologies whilemaintainingastrongcustomerfocusisessentialto greatmarketing.Creatinganincrediblecustomer experiencemeansgivingconsumerssomethingbeyond theirimagination.Byprovidingthemostimpactfulpipeline anddemandgenerationonaccount-basedmarketingwith distinctcategorybuildingandstrategicmessaging,Garyhas provedtobeoneofthemostinfluentialCMOsinthe industry.

Withaproventrackrecordinbuildingeffectivedemand generationengines,industry-leadingbrands,andscalable teamsforrapidgrowth,Garyutilizeshisknowledgeasthe full-stackCMOdrivenbythemantra'overachievingwhile underspending.’

Beingadisruptorinthissector,Garyandhisteam reinventedABM-drivendemandgenerationdriving3xYoY pipelinegenerationgrowthwitharchitecting,building,and scalingtheTreasureOperationsscienceasapartof Account-BasedMarketing,wherehecombinedaccountbasedmarketingwithdigitalinboundmarketing,infused withcoredifferentiation,storytellingthroughproduct marketingandhigh-qualitycontent,SEO,intentsignals, MarTech,andanalytics.

Garyandhisteamflawlesslyexecutedthisbyreinventing andenhancingaccount-basedmarketingwiththisTreasureOps-drivenapproach.Today,astheCMOatSocure,Gary implementshisdecadesofexperiencescalingcompaniesto newerheights.Though,toreachthispoint,hehadquitean astonishingjourneyfilledwithvariouschallenges,coming fromatechnicalandstorytellingbackground. Letusunveilhisjourney!

TheSteadyRise

Aftergettingadegreeinsoftwareengineering,Gary pursuedjobsthatcoveredeverycrucialaspectofthe softwareindustrytogainacompleteanddeep understandingofhoweverythingisdonetobeaneffective leader.FromdevelopingsoftwaretoQAtorunningtech support,fromsalesandbusinessdevelopmenttoproduct managementtoproductmarketing,andthenontoowning thecompletemarketingfunction.

Forthelast15years,Garyhasheavilyfocusedonleading marketingteams,graduallyleavinghisimprintastheCMO, employinghisclearunderstandingofthesoftwareandSaaS industry,whichisthesignificantreasonbehindhissuccess. Histechnicalstorytelling,combinedwithbuilding impactfulteamsandgeneratingpipelines,hashelped renownedcompaniestooverachievetheirgrowthgoals. Deliveringsuchconsistentperformancewasnotalways easy;Garyhighlightsthethreesignificantchallengeshe facedalongtheway

TechnicalStorytelling,StrategicMessaging&Category Building:WhenGarywasworkingatPandaSecurity,itwas averycrowdedspacewithseveralsecurityvendors complainingaboutaproblem.Thus,Garydevelopeda

Today, Socure has more than 1,000 customers, including top nancial institutions, government agencies, and leading enterprises across all industries.

strategicmessagingforcloud-basedendpointprotectionto standout.Heconductedresearchafterresearch,conversed withcustomersandtechpeople,andcameupwitha messagecalledForgetSecurity,asuccessfuldisruptiveeyeopenerforpeopletoincreasetheircuriosity.Theyasked, "Howcanwehelpyouforgetsecurity?"highlightingthe importanceofaddressingsecuritycomplexities,incidents, andoverlyunnecessarycosts.ThemessageofForget Securitystoodoutandovercamenumerouschallengesthat helpedthecompanypropelandsucceed.

Garyunderstoodthemarketdeeplytoelevatethedesired messageinawaythatresonateswithcustomersandassists theminunderstandinghowtheycansolvetheirproblems withtechnologytohelpthemgrowsignificantlyfaster

Pipeline&RevenueGeneration:Garycameupwith numerousideastohitthesalesnumbersandoverachieveat aloweracquisitioncostbyreworkingthepipelineand revenuegeneration.HedevisedatermcalledTOPSABM, anaccount-basedmarketingenginethatwoulddeliver pipelineandrevenuenumbersabovethegoalsatafraction ofthecost.Thesystemispredicatedondatascience,

account-basedmarketing,digitalinboundmarketing,SDR, andproductmarketing,andcontent.Itallowstoattractand identifyinreal-timecompaniesinthemarketforsolutions thatitprovidesandeducatecompaniesturningtheminto qualifiedopportunitiesintorevenueinashorttimeata fractionofacost.

DoingMorewithLess:Thecurrenteconomicdownturnis fourthinhiscareer.Hehassuccessfullyovercomethis challengeinseveralcompaniesbybuildingaverylean marketingorganizationwithleanbudgetsthatconsistently outperformedlargecorporationsandhelpedcompaniesto overachievetheirgoals.Thekeyistodomorewithless.

PartneringwithSales:Scalingpipeline3xinoneyear wouldhavebeenimpossiblewithoutaclosepartnership withtheCRO.Socure'sCRO,RhonDaguro,hasworked closelywithGaryandthemarketingteaminarchitecting, building,andscalingthedemandandrevenueengines. His approachintechnicalselling,data-drivenpitchbuildingand funnelmanagement,real-timefeedback,andempowering highlyimpactfulsalesteams,hasbeenahugepartofthe successstory

Socure:IdentityStartsHere

Trustedby1,000+topfinancialinstitutions,government agencies,andenterprises,Socureistheonlygraph-defined identityverificationplatformthatutilizeseveryidentity element—deliveringthemostaccuratefrauddetectionand verificationinreal-time.Itleadstheidentityverification andfraudprotectionspace.Itsmissionistoaccurately identifywith100%ofaccuracythedigitalidentitiesonthe internetright.

Thelargestcompaniesacrossmanyindustries,from financialservicestofintechtogamingtoinsuranceand othersectors,telcos,andgovernmentsrelyonSocurefor accuratelyverifyingidentitiestoprotectagainstfraud.To helpwiththeconversionsoftheircustomers,whichis increasinglyimportantincurrenttimesbecausemanyareas whereSocurehelpsisstoppingfraud,whichdecreasesthe costsforthecompanies,alsofurtherreducingthecostof acquisitionbecausemarketingdollarsarebecomingharder toobtain.

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Our rapidly growing team comes together for in-person meetings and events to build relationships, learn, and celebrate key milestones.

Socure'stechnologyhelpsdecreaseacquisitioncostsby providingaccurateandinclusiveidentityverificationrights. Andit'salsohelpingtoreducetheoperationalcostby automatingapprovals,sotimeandmoneyarenotspenton manymanualreviews.However,thoseapprovalsaredone automaticallyandveryaccurately.

ScalingwithTechnology

Garybelievesthatoneshouldarchitectthemarketingmodel tohelpbuildandacceleratetherevenuetofigureoutthe flowinparalleltotheplantationoftechnology Technology isoneofthesignificantpillarsofbusiness,andmarketingis transforming.However,numerousautomatedtoolscover differentaspectsofbusiness,anddatascienceisbecoming moreimperative.Hementions,"Thetechnologyaround datasciencethatcombinesthis,whichpowersthetreasure opsaccount-basedmarketingapproachtoachieve marketinggoals.”

WhatLiesAhead?

Garyaimstocontinueimprovingmarketingfunctionto focusmoreonhowmodernmarketinghelpstostrategically differentiatefromonesideandsignificantlyacceleratesthe

company'sgrowthfromtheother.Henotes,"Strategic technicalstorytelling,categorybuilding,andhavingstrong teamsarethethreeessentialpillarsforhyper-growth.”

Garywantstobuildafuturemarketingorganizationby enablingmarketingprofessionalslearn,evolve,outperform, andhaveatransformationalimpact.Heconsistentlyfocuses ontheteamtolovetheirwork,growtheircareers,and deliveranoutsizedimpactonthecompaniessothatthey cangrowfaster."IbuildMarketingteamsinawayfor peopleonmyteamtobeveryproudoftheirwork,andwhat theywilllearn,andwhattheyaccomplish,andhowthey pushthebarofwhatitseemstobeimpossible,sothey couldgobackonedayandsaythiswasthebestjourneyof mylifeandthefoundationofmysuccess.Marketingis becomingverystrategicforcompanies,andoneofmy goalsistobuildandempowerfutureCMOs.”

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.

DigitalMarketingismarketingdoneondigital platformssuchassearchengines,websites, emailsandmobileapps.Itisanefficiently targeted,conversionorientedandinteractivemarketing ofproductsandservicesbyoptimallyutilizingdigital platformstoacquirecustomers.Thescopeofdigital marketingisnotlimitedtoadvertising.Italsoincludes Acquiringnewcustomersandsustainingthecurrent customers.Thereasonwhydigitalmarketingisatopic ofdiscussionisthestatisticsbehindthesame:

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81%ofshoppersconductonlineresearchbefore makingbigpurchases.(RetailingToday,2014)

ComponentsofDigitalmarketing

DigitalMarketingisknowntobeanumbrellaunder whichalltheaspectsofonlinemarketingactivitiesare covered.Followingarethemostcommontypesof marketingactivitiesunderdigitalmarketing:

SearchEngineOptimization(SEO)

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65%ofsmartphoneusersagreethatwhenconducting asearchontheirsmartphones,theylookforthemost relevantinformationregardlessofthecompany providingtheinformation.(Google,2015)

Searchengineoptimizationisaprocessofutilizingall theavailableresourcesinordertooptimizetheoverall performanceofawebsite.ThroughSEO,acompanycan improvethequalityofthecontentonitswebsite, increasethereachability,attainhigheruserengagement, etc.Forexample,Amazongeneratingcontenttobeon topofthesearchenginesisatypeofSEO.Accordingto statistics,67%oftheclickscomefromthefirstfive listingsofasearchpage.Thisclearlystateshow importantitisforcompaniestouseSEO.

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51%ofsmartphoneusershavediscoveredanew companyorproductwhenconductingasearchon theirsmartphone.(Google,2015)

PayPerClick(PPC)

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61%ofmarketerssayimprovingSEOandgrowing theirorganicpresenceistheirtopinboundmarketing priority.(HubSpot,2017)

PayperClickiswhenacompanybidsforacertain keywordsandoptimizesitswebsiteaccordinglytobeon thetopofthesearchresultspage.Thecompaniespaythe searchengineseverytimesomeoneclicksonthe

websiteslink.Inthe process,thesearchengineslookat threeaspectsbeforeputtingthemon thetopofthelistintheirsearch resultspage: Ÿ

Theamountofmoneythe companyisbidding Ÿ

Howrelevantthekeywordiswith thewebsiteanditsproducts

valuabletothecustomersand consistentinquality.Itisakeytool forSEOandhelpsthewebsitetoget noticedonsocialplatforms.Good Contentshouldnotbepromotional buteducationalandinspirationalso thattheusercanseethewebsiteasa sourceofinformation.

MobileMarketing

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Howoptimizedisthelanding pageofthewebsite

ContentMarketing

ContentMarketingisaprocessof creatingrelevantcontenttoacquire newcustomers.Thecontentmustbe

Mobilemarketingrefersto advertising/sellingtheproductsand servicestopotentialorexisting customersthroughtextmessageson theirmobilephones.Thisisoneof themostdirectwaysofmarketingas theresponsetimefromcustomersvia

smart phoneis highest. 97%ofall thetext messagesarereadwithin4minutes ofbeingsent.Thecompaniesacquire newcustomerseverydaybyoffering themdiscountsonitsproducts throughtextmessages.

SocialMediaMarketing

Socialmediamarketingreferstothe processofinteractingwithcustomers

Emailmarketingisaformofmarketingthatenables companiestocommunicatepotential/currentcustomers throughelectronicmails.Theprocessincludes:

Thekeybenefitsofemailmarketingincludecost effectiveness,flexibilityandbetterrateofsuccess.The contentmustberelevantandusefultotheuser,should lookauthenticandstrategicandwell-coordinated.

MarketingAutomation

MarketingAutomationisatoolthatkeepsallyourdigital marketingactivitiestogetherandsynchronizesthemfor efficientandeffectivebusiness.Italsomeasuresthe performanceandROIforfastergrowth.Automation givesdirectiontothecompanybyprovidingitdatathat showstheareaofimprovementandwaystoimproveit.

Inotherwordsitenablesthecompanytoknowwhatitis doingandwhetherisitfeasibleornot. Digitalmarketinghasbecomeamilestoneinthisever changingdigitalworldandhasreplacedtraditionalways ofmarketingtosomeextentbyofferingavarietyof marketingtoolsthatareverycostefficientcomparedto theoldmarketingtechniques.Itenablesbetter interactionswithcustomers,resilientmarketingand bettercustomerrelation,rapidgrowthinsalesand overalleffectivedevelopmentofbusiness.Needlessto say,DigitalMarketingmayjustbenamedasMarketing.

Amitabh Ramani Global Marketing Director Jade Global

Amitabh Ramani

Spearheading with Strategic Marketing Initiatives

Havingmultichannelandconnectedexperiencesare

notfuturetrends;instead,thesehavealready becomethewaypeoplecommunicate.Tocreate highlyengaginguserexperiencesforcustomers understandingbehavioralinsightsisessentialtoinfluencea business.Itisimperativetolearnthatcustomerswith positiveexperientialoutcomesaremoreinclinedtostay longerwithabrand,telltheirfriendsaboutit,andadvocate loyalty.ThispatternledAmitabhRamanitoguide marketingeffortstotransformcustomerexperiences, creatingamoredesirablefutureandbetterengagementfor companieshehasworkedwith.

AstheGlobalMarketingDirectoratJadeGlobal, AmitabhleadsStrategicMarketinginitiatives,driving changethroughamixofinnovativetechnology,storytelling,nuancedwithanenrichedunderstandingofB2B consumerbehavior.Hehasraisedthebarofthevalue deliveredtoclientsthroughautomation,handlingseveral state-of-the-artprojectsfrominceptiontocompletion, aimingtodeliverhisbest.

TheInitialRoots

Amitabhreminiscedtheexcitingearlydayswhenhewas deeplyinvolvedinbuildingmarketingroadmapsfrom scratchwithhisteam,managingtogetcustomersonboard. Thoughitwerecherishingmomentsfortheorganization,he hadtoovercomevariouschallenges,makingleaders understandthatmarketingisacorefunctionandnotonly support.Hethrivedonexplainingtothemtheimportanceof brandingandhowinvestmentinbuilt-inbrandequity reducescosts,buildscustomerloyalty,anddrivessales. However,Amitabhhadanenthusiasticteamworkingon multipleprojects;theyunderstoodthemoreprofound theoriesaroundbuildingbrandsandactualizingmarketing plans.

Budgetallocationofresourceswasalsoanotherchallenge thatAmitabhhadtoovercome.Heasserts, "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." Heiskeenonblurringthesiloedboundariestogainmore influenceasdifferentpartsmoveclosertowardreal synergies.Itcanempowerteamstodelivermorevalueto betterunderstandtherolesofothers.Headds, "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-DisciplinaryExpertise

Amitabhhasbeenworkinginthetechindustryformore thanadecade.Hehashelpedcompaniesacrossmultiple sectors,improvingthequalityoftheirproductandservices, enhancingtheirmarketing,branding,sales,andcustomer service.Hehasalsocollaboratedforproductdevelopment andbusinessgeneration,resultingincontinuoussuccess.

Asabelieverinthisnewageofdataandtechnology, AmitabhstatesthatthePandemicpushedorganizationsto achievetheimpossible.Astheoldsayinggoes- necessity is the mother of invention-theworldwitnessedthemost significantsurgeofmartechtoolsintheindustry.It acceleratedreachtothecustomers,gaveabetter understandingofprospects,anddefineditsidealcustomer base.

AmitabhbroughthisexpertisetoJadeGlobal,transforming itfromtraditionaltodata-driven.WithtoolslikeGoogle Analytics,HubSpot,ZoomInfo,SEMRush,andmany more,thecompanycantrackeachactivitycarriedoutonits websiteandsocialmediaandkeepacloseeyeonits competitionplusgetadetailedviewofthecustomer.It constantlyevaluateswhatworksmosteffectivelyatdriving userstotheirmodules.

LeveragingTechnology

Amitabhisatechnologyevangelistwhoaimstocreate frameworksandtrajectoriesthatallowconceptualizing pathsthatincludeinnovativetechnologiesrightfromthe onset.Heexpresses, "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."

JadeGloballeveragestechnologyto:

1.Deliverhighlypersonalizedcustomerexperiences.

2.Gaincustomerinsightsforbetterdecision-making.

3.AutomationofallourtaskstoimproveTAT

Ithelpsthecompanystayfocusedonitscoremarketing objectivesanddeliverbest-in-classexperiences.

TheGoalsAhead

AmitabhfeelsfortunatetobepartofJadeGlobalinthe longrun.HelooksforwardtoreachingthezenithwithJade Globalasoneoftheworld'stopconsultingcompanies.He alsowantstogrowandmentorthenextgenerationof technomarketers.

BequeathingExcellence

Amitabhadvisesbuddingentrepreneursaspiringtoventure intothemarketingsectortolearn.Hesays, "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." Hebelieves thatthejourneyofthousandmilesbeginswiththefirststep.

Amarketer'sgoalistocreatevaluablecommunicationwith thehelpofdifferentmarketingstrategiesandengageevery consumertargetoneachstageofthelifecycletomeetthe objectivessetforth.Amitabhnotes, "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."

CommittedtoCustomerSuccess

JadeGlobalispoweringinvestmentstohelpitsclient succeed.Itstandsfirmonitsfourcorevalueswithashared commitmenttoenliventhesevaluesdaily:ClientFocus, Innovation,Integrity,andCommunication.

Thecompanyiscommittedtopursuingexcellencewithout losingsightofwhatismostimportant–itsclientsand people.Itscollaborativeapproachwithadiverseteamof brightestandinnovativetalentenablesittoexceedclient expectations.Itthrivesonchallengesandconstantlythinks ofnewwaystooffereverythingthebestpossiblesolution. Asatechnologyleader,JadeGlobaleffectivelyidentifies, hires,andretainsindustryleaderswhodriveorganizationwidechangeforbusinessesinvariousindustriesthrough strategicthinkingandinvaluableexpertise.

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Marketinghascomesofarwiththenew advancementsintechnologiessuchasAIand automation.Thejobofmarketinghasbecome moreconvenientaswellascumbersomeatthesametime, asmarketingleadershavetoperformseveraltaskstoreach outtotheirpotentialcustomers.Despitethesedifferencesof modernandtraditionalmarketingpractices,manyleaders havesmoothlycarriedoutallthemarketingfunctionsand achievedthedesirableresults.Withintenttorecognizetheir significantcontributions,InsightsSuccesshascompiledits listofThe10InfluentialMarketingLeaders,2019.

Thislistisincompletewithouttheinspiringworkof AndreaSaravia,theGlobalMarketingDirectorof Ufinet Andreahasbeenamarketingandbranding specialistfor24yearsnowandpossessanMBAspecialized inbusinessleadingandmarketingfromESIC,Madrid, Spain.ShehasbeenUfinet’sMarketingDirectorfor5years now,andhastackledmanychallengeseversince,suchas positioningUfinet’sbrandinadifficultandever-changing marketasisthetelecommunicationssector

StartedYoung

Andreastartedhercareerin1995asanExecutiveKey AccountManagerinanadvertisingagency.Sincethat momentsheknewshewasmadeformarketing.Beingable togettoknowmanycompany’sprofilesandbusinessesat theircoreandtoembracetheknowledgethateverysector hadtooffer,allowedhertogrowinaveryintegralway, openingherpathtoachieveresultsnomatterwhatthe segmentsheworkedwith.Shehasoperatedinmanysectors

includingadvertising,PR,law,interiordesign,magazines, nutrition,andtelecommunications,whichshehasloved most.

Andreastartedworkingveryyoung,attheageof18.She didnothaveanyexperiencebefore.Thejobinthe advertisingagencywasverystressfulandshehadan importantoverloadofwork.Shedidnotknowatthetime howtomanageheremotions,thepressureandhertime.It tookhermanyyearstoknowherselfandfindthebestway togetthingsdonewithoutlosingcontrol.Later,shelearned notonlytogetthrougheverysingleobstaclethatcameher way,butevencravethemastheymakeherlifemuchmore interestingandchallenging.

SourceofInspiration

TherearevariousfactorsthatinspireAndreathemost.She firmlybelievesinaphrasewhichstates,“dowhatyoulove, lovewhatyoudo”.Beingabletodothishasgivenherthe opportunitytotackleallthechallengesthatcomeherway andgrowasaprofessionalleader

AnothersubjectforAndreahasalwaysbeenlearningnew thingseveryday.Inheropinion,peoplewouldbesurprised knowingallthehiddentreasurestheycanfindbyjust openingtheirmind.Havingawork-lifebalanceisakey matter,enjoyingbothprofessionalandpersonallifewith familyandfriends.Fewotheradditionalmovesthathave inspiredhertoraiseincludesgivingtheextramile-always; workingsmart,nothard;takingriskseventhoughyoumay fail;andfinallychallengingyourselftodream.

RepositioningasaBigPlayer

In2014aprivateinvestorboughtUfinetfromGasNatural FenosaTelecom.ThemostchallengingtaskwastorepositionthecompanyasUfinet,abigplayerinthe telecommunication’smarket,participatinginvarioustrade showsinseveralcountries,creatingthefirm’sonlineimage fromscratch,suchasthecompany’swebsite,aLinked-In profileandothersocialchannels(inexistentatthetime), andmoreoverinteriorizingthebusiness’sgreatassets, vision,missionandvalueswithinthecompany’spersonnel. Thatwaskeytocreateawarenessaboutthecompany’s ethics,itstop-notchservicesaswellascreatinganexcellent post-salespackagetogetthefirm’sclientsnotonlyto chooseUfinetforitsstrengthsandadvantages,butalsofor fallinginlovewithastrategyoftakingcareoftheirown businessgrowth.

BeingAuthenticwithCustomers

AccordingtoAndrea,Ufinethasoneofthebeststrategies inthetelecommunicationsmarket,beinganeutralcarrierof carriers.Thismeansthatthecompanydoesnotreachthe endcustomerandtherefore,itdoesnotcompetewithits clients,whichisoneofthemainissuesitusestotackle competition.Nevertheless,itscompetitorsarealsoits clients,whichmakethetaskmuchtrickierandmore difficult.So,thebestwaytomarketitscompanyremainsto behonestandauthenticwithitsconsumers.

AnotherkeyfactoristheclosenessUfinethaswithits customers.EveryclienthasitsownKeyAccountManager, whoisavailablealmost24/7forthem.Thisprovidesthe

companywithanadditionalhands-onapproach,asitgetsto knowandfullyunderstandtheirmostimportantneedsand obstacles.

WhenaskedaboutthefuturegoalsAndreastates, “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.”

AnEssentialAdvicetobeIncorporated Andreaadvisesemergingentrepreneurstostriveforsuccess andqualityeverytime.Shesays, “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.”

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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

Bernard Nassif

Blending Marketing, Passion and Vision with Music

Creatingacopythatspeaks,requiresimmense

observation,creativity,andempathy.Theperson hastospeakthelanguageofpeopletoreachthe heartsofpeople.BernardNassif,anothermostinfluential CMOtofollowin2022thatwedecidedtofeature,has spentnearlythreedecadesofhisprofessionaljourney workingindifferentcountries,industries,andcultures understandingandcommunicatingtoavastvarietyof consumerneeds.

Bernardbringsthisexperienceandeasewithemotional communicationtoGlavaHoldings,amusicandentertainmentcompanythatenvisionsto “Transform the ‘Artisanat’ into an actual industry.” Bycombiningthevastknowledge ofBernardanditsexpertiseandpassion,thecompany hopestopreparefuturegenerationsandimproveculture, economy,andhencelifeintheMenaregion.

Bernardhasasuccessfulrecordof18yearsingeneral businessmanagement(formerMDL'Oréal'sCanadaand SpainMD&GMintheU.K.)Hehasbuiltupstartupsto becomekeyplayers,andmanagedlarge,established divisions(500+employees)thatalwayssignificantly outperformedthemarketgrowth.

Heiswell-roundedwithnotonlypeoplemanagement, marketing,sales,andproductdevelopmentexperiencesbut alsofinanceexpertisewithmanagementofseparate divisionalP&Landsupplychain.

Insights Success interviewedBernardNassifonhisjourney inthemarketingworld,hisarrivalonthemusicscene,and hisplansforthefutureofGlavaHoldings.

Below are the highlights of the interview: Brieflydescribeyourprofessionaljourneyupuntilnow.

Myprofessionaljourneysofarhastakenmethrougha numberofindustries,countries,andcultures–allofthem togetherhavemixedandmademegrowtobecomewhoI

amtoday.Iampassionateaboutlife,consumers,andthe incrediblediversityandopportunitiestheirneedsoffer.

HavingstartedinAustraliainthecosmeticsindustrywith L´Oreal,Igrewwiththemand,across21yearsfound myselfmovingfromAustraliatoFrance,thenzonenorth America,thengeneralmanagementpositionsacrossthe UnitedKingdom,Canada,andSpain.

Fromthere,Ihadtoexperienceotherindustries,asalthough Ienjoyedandlovedthecosmeticsandhairdressingsector,it wastimetobroadenmyscope.So,IenteredtheconsultancyworldwithTinderboxconsulting,StratManagement, IBC(InternationalBlockchainConsultancy) and,atthe sameenteredtheelectronicsandKitchenappliances industryandjoinedanamazingstart-upFroothiehelping themexpandin40countrieswhilebeingthemainownerof FroothieUKandIrelandLtd.

Andfinally,afewmonthsago,whileonatriptoDubai,I fellinlovewiththeArabicmusicindustry,itsincredible expansionopportunities,and,morespecifically,akey player,theGlavaHoldinggroup.Idecidedtojointhemas theCMOforGlavaandMDforbothStardomHypeand DeepiuwhilealsoremaininginconsultancyandMDof FroothieUK.

Whatchallengesdidyoufacealongtheway?

Aswithanythinginlife,therearealwayschallengesthat occur,andthebestwaytoapproachthemistoalwayskeep apositiveattitudeandapproachthemwithwhatdoesnot killyouwilldefinitelymakeyoustronger.Depictingmarket trends,understandingyourtargetconsumerbehaviour,your competitionmoves,howtocreateyourproductlaunches& animatethemespeciallyinsuchindustrieswhereconsumersaresavvy,andthecompetitionisfiercebecomeskey challengesthatneedtobeturnedintoopportunities;you havetoconstantlybeupdatedandmovingasfastasyou cantocreateorfollowatrend.Themarketingapproachhad tobeperfectlytailoredtoseveralmarketsandbehaviours.

The Most Influential CMO to Follow in 2022

Whatsignificantimpacthaveyoubroughttothe marketingindustry?

IwouldsaythemostsignificantimpactIhaveleftthe marketingindustrywithisthegreatmarketersandteams thathaveworkedwithmethroughouttheyears,andtoday themajority ofthesepeoplehavehighmanagement positionswhichgivesmeagreatpleasureandpersonal satisfaction.

TellusaboutGlavaholdinganditsfoundationpillar.

Glavawithits19.3billionviewsonitsYouTubechannels andviaitscore4brands,Musicismylife,Watary,Deepiu andStardomHypeisproudlytheonly360groupinMENA whenitcomestomusicandentertainmentoffering completesupporttomusicians.Wearetheonlyoneswho

uniteartsandscienceunderoneformula.Itistheonly GloCal(globalwhileremainingextremelylocal)Groupin MENAwithseveralrepetitivesuccessstories.

HowdoesGlavaholdingpromoteworkforceflexibility, andwhatisyourroleinit?

InMusicandEntertainment,youhavetobeflexible,and theenvironmenthastobefunandhealthy.Ouremployees canworkfromanyplace;wearekeenthattheyhavetheir daysoffandarealwayscompensated.

Whatisyourtakeontechnology’simportance,andhow areyouleveragingit?

BackinthedayswhenIstartedmycareer,weusedtosuffer fromthelackofdata,weusedtogetlimitedinfothatwe hadtouse,butnowitistheopposite;wehaveanexcessof data.So,AIandsoftwareareamustinanycompanyasthe worldischangingbythesecond.Trendsgoviralinnotime, soyoushouldconstantlybeupdated.Asmentionedabove, atGlava,weuniteartsandscienceunderoneformula,so wehavealotoftools,anAI,andseveralsoftwarethatall employeeshaveaccessto.

Whatareyourgoalsintheupcomingfuture?

WithGlava,wehavesetourselvesextremelyambitious objectives;asaCMO,Iamintheprocessofcreatinga massivestructurefortheBusinessDevelopmentDepartmentacrossallMENA,whereIhavesetatargettomeet, whichexceededlastyear'sbyfar(Quadruple)andasMD forbothDeepiuandStardomHype,wearelookingto expandthee-commerceinallitsshapeandopportunities, beitdigitalwithamazingNFTconceptsintheWEB3or physicalandaddingatrueROIforbrandcelebrityendorsements.

Whatadvicewouldyouliketogivethenextgeneration ofaspiringbusinessleaders?

I’dliketoquoteDarwin“Itisnotthestrongestofthe speciesthatsurvivesnorthemostintelligentthatsurvives; itistheonethatisthemostadaptabletochange.”

Withallthetechnologicaladvancementsandthefastpace thatourworldisgoing,thenextgenerationshouldbeopen totheideaofchange,bemoreflexible,andacceptthatfact. Theyhaveunlimitedaccesstodata;theyshoulddomore researchandrealizethatreallyskyisnolongerthelimit.

I am passionate about life, consumers, and the incredible diversity and opportunities their needs offer.

Ève Laurier

Instilling Pride in Bombardier

ÈveLaurier,VicePresidentofCommunications, MarketingandPublicAffairsatBombardier,is leadingthecompany’scommunityandgovernment engagement,itsemployeeandcustomeroutreach,and stewardingthebrandjourneyinternallyandexternally, aroundtheworld.InsightsSuccesscaughtupwithÈveto learnmoreaboutherjourneyandwhatmakeshersuchan influentialleader

Below are the highlights of the interview:

Briefouraudienceaboutyourjourneyasabusiness leaderuntilyourcurrentpositionatBombardier.What challengesdidyouhavetoovercometoreachwhereyou aretoday?

Workingasamarketingandcommunicationsprofessional enablesmetoshapethedevelopmentandevolutionof productsandservices,whilesupportingaudience interpretationandunderstandingofbenefits.Creating,and protectingreputationsandinstillingprideisessentialfor continuedbusinesssuccess.Stewardingbrandsexternallyto globalaudiencesandinternallytocolleaguesisincredibly stimulating.Itisalsocriticalforaudienceacceptance, whichmakesitoneofthemorechallengingareasof marketinganybrand,andoneofthemorechallenging elementsofmycareerjourney.

Overcomingthesechallengesbothatagencyleveland clientsidehashelpedmedevelopa360-business perspective,whichcombinedwithmorethantwodecades ofexperienceissupportingmystewardshipofthe Bombardierbrandwell.

TellussomethingmoreaboutBombardier,itsmission andvision.

HeadquarteredinMontréal,Canada,Bombardierisaglobal leaderinbusinessaviation,withaworldwidereputationfor

creatinginnovativeandgame-changingexecutiveaircraft forademandinginternationalaudience.Themissionofour exceptionallytalentedworkforceistodeliversuperior, world-classexperiencesthatsetnewstandardsinpassenger comfort,reliability,safety,productinnovation,while respectingtheenvironmentthroughacommitmenttoa sustainablefuture.Ourvisiondoesnotstoponceanaircraft transactioncompletes.Bombardierstayswiththecustomer alongtheirownershipjourneyprovidingsuperiorcustomer supportthroughdedicatedservicecentres,mobileteams andasingularambitiontoensurethattheBombardier ownershipexperienceisexceptional.

Onanenvironmentalandsocialfront,Bombardierisa signatorytotheUnitedNations’GlobalCompact, promotingitskeyprinciplesonhumanrights,labour,anticorruptionandtheenvironment.OurESGplanisaligned withtheUnitedNationsSustainableDevelopmentGoals (SDG),focusingonthosewherewecanhavethegreatest impact.Iamparticularlypassionateaboutourrolein helpingpropelthewidespreaduseofSustainableAviation Fuel,orSAF,atBombardierandthroughoutthefacilities.It isanimportantpillartowardourindustrytosignificantly lowerCO2emissionsandSAFisapowerfulsolutionasit canbeusedbyexistingaircraft.

Enlightenusonhowyouhavemadeanimpactinthe Aerospacenichethroughyourexpertiseinthemarket.

Iamdelightedtoleveragemyskillstocommunicatethe strengthanddepthoftheBombardierproducts,philosophy, andbrandtoourglobalcustomers.Asweadheretoour pledgeforasustainablefuture,weareproudofthelevelof employeeengagementthatismakingthecommitmentto thisgoalpossible.Wehaveinvestedsignificantlyinmaking ouroperationsandfacilitiesmoreenvironmentallyfriendly, andwecontinuetoinvestinsustainabilitythroughour R&D.It’salsoveryimportanttomethatwecontinueto leadindustryengagementintheeducationandadoptionof

Ève Laurier | Vice President of Communications, Marketing and Public

sustainableaviationfuel.Fromthissolidfoundationweare gladtobeinfluencingourowncommunity,government, industrycolleaguesandcustomers’thoughtsabout environmentalresponsibility Throughmessaging, communications,andmarketingIampleasedtobemaking animpactbychangingtheenvironmentalnarrativefrom whattheaviationsectorisnegativelycontributing,towhat wearepositivelyachieving–itisamonumental transformationforme,Bombardier,andtheindustryasa whole.

Astheaerospaceindustrycontinuesitsevolution,theneed toattractamorediverseworkforceisessential.Wearea multinationalorganizationpresentin14countries,andwe areproudofthenumberofnationalitiesthatarerepresented amongstourcolleagues.Wealsorecognizethatitisour responsibilitytocreateamoreinclusiveworkforceand increasethenumberofunder-representedgroupsinour teams,whichthroughsolidcommunicationsaboutthe workingenvironment,attractsabroadsetofapplicants.As afemaleseniorexecutive,Iamalreadyplayingmypartin achievingthisgoal!

| Bombardier

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Don’t wait for the opportunities, make them, and be sure to take them.

Affairs

Undeniably,technologyisplayingasignificantrolein almosteverysector.Howareyouleveraging technologicaladvancementstomakeyoursolutions resourceful?

Bombardier’stechnologicaladvancementshavea sustainableimpactandthankstovisionarydesignand developmentourflagshipaircraft,theGlobal7500aircraft, isthefirstbusinessjettohaveanEnvironmentalProduct Declaration(EPD).Thisthird-partyauditprovidesdetailed informationabouttheaircraft’slifecycleenvironmental footprint.Asthefirstbusinessjetconceivedwiththis approachitclearlyhighlightsBombardier’scommitmentto itsoverarchingenvironmentalsustainabilitystrategy

Exemplifyingourindustry-leadingstanceisthecreationof theglobalsustainableaviationfuel(SAF)initiative. BombardierisakeymemberoftheBusinessAviation CoalitionforSustainableAviationFuel,andwe’reproudto besignificantlycontributingtoencouragingtheincreased uptakeof,anddemandfor,thecarbonemissionsreducing fuel.Werecogniseourresponsibilitytotheplanetand remaincommittedtodeliveringexceptionalproductsfor ourcustomersandtheenvironment.

Ifgivenachance,whatchangewouldyouliketobring inthemarketingindustry?

Bombardierisalreadyinstigatingchangeinthemarketing sectorbybreakingdownsilosthathavetraditionallyexisted alongthebusinessjetownershipsupplychain.Formerly explicitproductdetailswerethefocusofmarketingactivity howeverweareevolvingourstrategytoenhancethe customerexperiencethroughtheforgingofaninnovative suiteofrelationshipswithadiversesetofaviation companies.

Byfacilitatingsimplifiedaccesstoleadingprovidersof essentialaviationservicesthroughtheBombardierbrand wecandeliveraseamlessoperationalexperiencethatsaves time,moneyandreducesworkload.

InSingaporewehaveenrichedourmaintenance,repairand overhaulofferingbyformingastrategicrelationshipwith awardwinningfixedbaseoperatorJetex.Throughtheir privateterminalatSeletarAirport,Jetexoffersstate-of-theartflightplanning,concierge,fuel,andotherground supportservices.Wehaveasimilarrelationshipwith SignatureFlightSupportintheU.S.andEurope,providing ourcustomerswithasuiteofmulti-facetedinitiativesthat transformandenhancetheserviceexperienceatour

facilities.Fromarrivaltodeparturecustomershaveaccess toalltheelementsnecessaryforaseamlessoperational experience.

Thisbreakingdownofsiloschangesthemarketing landscapeaswemoveawayfrommarketingaircraftand addvaluebydefiningaholisticcustomerlifestyleapproach.

Wheredoyouenvisionyourselftobeinthelongrun andwhatareyourfuturegoalsforBombardier?

AsaseniorexecutiveatBombardier,I’mintheprivileged positionofbeingabletosupportcompanygrowth,evolve itsreputation,deliverthesustainabilitymessageeffectively, andinfluenceindustrychangesandattitudesintermsof attractingwomenandunder-representedgroupstothe sector.ThiswillnotonlyenhancetheBombardierbusiness, butitwilleffectpositivechangewithintheindustryaswe leadbyexample.

IalsowanttodemonstratethehumansideofBombardier throughcreativestorytelling–buildingastrongnarrative thatresonateswithauthenticityandinspiration.I’m passionateabouttellingBombardier’sstorythroughthe eyesofitspeople.Ourdedicatedandhighlyskilled workforcegivethebestofthemselveseachdayandit reflectsinthequalityofourproductsandservices.It’s importanttoconveythestoryfromtheirperspectiveto revealthehumanspiritbehindourworld-classorganization.

Whatwouldbeyouradvicetobuddingentrepreneurs whoaspiretoventureintothemarketingsector?

Thereisnosinglepieceofadvicethatwillmakean entrepreneursuccessfulastherearesomanyfactorsinplay, butyoumustbelieveinyourselfandyourgoals.Don’twait fortheopportunities,makethem,andbesuretotakethem. Surroundyourselfwithpositivepeoplewhohavesimilar goalsandaspirations.Don’tthinktoohardaboutallthe thingsthatyoucan’tachieve,focusonthoseyoucan,and therestwillfollow.

The Significance an of Effective Marketing Strategy Marketing Strategy

Marketinghasbeentherealessenceinthe

upliftingofanyOrganizationinthelongrun. Whilethereareanumberofotherparameters thatfosterabusiness,marketingcertifiestobethebaseof it,upholdingtheawarenessandreachitrequires,printing itsmarkworldwide.

Forallfirms,whetheranypoorstart-uporan MNC giant, aneffectivemarketingstrategycanserveasapivotalroadmapfortheentirebusiness.Bydevelopingacoherentand wellconsideredmarketingstrategy,organizationscan promotetheirbusiness,targettherighttypesofclientand allocatetheirresourcescorrectly,allwhilesafeguardingthe reputationofthefirm.

Becauseoneparameterofamarketingplanaffectsallofthe others,synchronizingactivitiesiscriticaltoeliminate obstaclesandmaximizeprofits.Amarketingstrategylooks atalltheareasofthesalesactivitiesandhelpseachone supportthenext.

Oneofthemostimportantaspectsofanymarketing strategyrelatestorecognizinggrowthopportunities.This canbeefficientlydonebyusingthe SWOT analysis.Once anorganizationidentifiesits strength, weaknesses, opportunities and threats ofanymarketingscheme,it becomeseasiertoen-cashthoseopportunitiesand reconsiderwhatcourseoractionshouldbetakento eliminateprevalentthreats.

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Theunderlyingfocusoftheorganization’smarketing strategyshouldbebasedontheconceptofdevelopingand increasingawarenessofthecompany’sbrand,andalsoon developingtrustassuranceinthatbrand.Acompany’s credibilityorserviceisitsmostimportantasset.Hence, attemptsshouldbemadetoenhanceandprotectitduring thecourseofthemarketingprocess

Understandinghowtocreateanintegratedmarketing strategyisthekeyhelptomakebetterindividualdecisions withrespecttospecificmarketingtactics.Inorderto achievethis,organizationsmustimplementrobustand efficientmarketingstrategiesasquicklyaspossible.Allthe keycomponentsofamarketingstrategy,ifcateredand appliedinthebestmanner,helpstodesignandmanufacture successfulbusiness.

Herearesomeofthecrucialparametersthatplayapivotal roleinsuccessfullyimplementingandnourishingeffective marketingstrategies.

GoalsandObjectives

Aswithalltheplans,goalsandobjectivesaretheoriginof anytarget-orientedorganization.Withoutapropermixof theseobjectivesaccordingtotheprevalentresources,a companyprovestobeinefficientinthelongrun.

Itcanbeginbythinkingthroughgoal-specific accomplishments,identifyingbasicmarketingobjectives,

whichmayincludesomeofthefollowingaspects: Ÿ Increasedbrandrecognition Ÿ Growthinthemarketshare Ÿ MarkettoNewCustomerSegments Ÿ Digitization

Investment,BudgetandRevenue

Oncetheobjectivesforthebusinessarefullydetermined, theconceptof On-margin investments,BudgetandEnd revenuecomeintoplay.However,thereisneverenough budgettocoverallthemarketing‘wish-lists’adequately TheprocessofInvestmentisiterativeandoperates continually.Itmaybeafunctionof:

Ÿ

Comingupwithbudgettoshelterallthemarketing needs

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Constructingabigpictureviewandreviewingthekey marketingthrustareas.Othersparameterssuchasspend comparison,consumptionofutilizationchannels, websiteoptimizationetc.shouldbefetchedunder consideration.

Asfarasrevenueisconsidered,amarketingstrategyis usedtodeterminetherevenuethatthecampaignwill deliver Allofthepartsthatgointodeterminingrevenue, includingthebudgetallottedtothecampaign,productcost, sellingpriceandthelifespanoftheproduct,shouldallbe consideredwhiledevelopingthemarketingstrategy The estimated End-Revenue canbemeasuredagainsttheactual revenue,andthatinformationcanbeusedtocreatefuture marketingstrategiesthataremoresuccessful.

TargetAudienceandBuyerJourney

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Identifyingtheobjectivesthataremorecriticaland inclinedtowardsthesuccessfactorandreallocating budgetmeettop-priorityobjectivesona‘first-serve’ preference.

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Searchingforinnovatingwaystostretchthemarketing budget.Forexample,contentdevelopment, low-cost crowdoutsourcingetc.

Trackingandanalyzingthedynamicandchangingneedsof theaudienceunderradarispivotalineffectivemarketing. Identifyingthedemographicandpsychographic characteristicsofthetargetaudienceaidstorelocalizethe radiusunderconsideration.Basedontheavailabledata,

segmentationshouldbedonetoprovidequalifiedandneedbasedresources.

Abuyerpersonaisafictionalrepresentationofyourideal customerbasedonstatisticalmarketresearchandthe prevalentdataaboutyourexistingcustomers.After developingbuyerpersonas,developingtheBuyerJourney foreachsinglepersonaanditsinteractionwiththebrandis consideredtobethekeytoimplementtrustandsatisfaction amongthetargetaudiences.

MediaandMessaging

Messagingisaprocesswhichsignifiesthefirm’sintentions, andinformstheactualpurposeofyourbusinesstothe externalworld.

Basedonadetailedevaluationofhowtargetisreacting withthevariouscomponentsofthebrand,establishanapt messagingmedia,tone,sellingpropositionsandkeyterms thatarelikelytoresonatethemost.

DeterminingtheChannelMix

Ÿ Analyzeanddecidewherethebusinesswouldgetthe most Return on Investment (ROI).Thiscanbedoneby echoingthechannelsaroundthreeroadcategories:

Ÿ

Traditionalmarketingchannels(TV,Radio,Newspaper, DirectMailetc.)

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DigitalMarketingChannels(Website,Mobile applications,Socialplatforms,onlineadvertisements etc.)

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ContentMarketing(Blogs,Newsletters,e-books,Infographicsetc.)

Competition

Thoughtheroleofcompetitionindevisinganoptimal marketingstrategyislimited,ithelpstodrawcomparisons amongidenticalproductsandgroups,providingscopefor ‘brand-improvements’.Inordertosymbolizeapowerful campaign,marketingstrategyneedstoofferadetailed descriptionofthecompetition,accordingtothesmall businessexpertsattheCenterforBusinessplanning.

Theobjectiveofthemarketingstrategyistoprovide historicalinformationonhowthecompetitionhas advertisedproductsinthepast,thetargetmarketthe competitiongoesafterandtheproductfeaturesthatthe competitionoffers.Someotherfactorsincludecompetition pricing,thecompetition’sdistributionnetworkandthesales strategies,whicharealsoapartofthecomprehensive marketingstrategy.

Changing the Face of Organ Transplantation

Differencemakerscandrivemeaningfulchanges thattouchpeople'slivesatdifferentlevels. LeveragingherMITbackgroundandpassionfor makingadifferenceinthelivesofothers,SashaKinghas ledaremarkablepatient-centricapproachtoscientific innovationandcommercialgrowthsinceshejoined CareDxastheChiefMarketingOfficer

Sasha'spassionforimpactingpatients'liveshashelped CareDxdeliveranewstandardofcareforpatientswho've tradedend-stageorganfailureforasecondchanceatlife withanorgantransplant.Shehasalsohelpedsimplify patients'day-to-daylivesbyrollingoutat-homeblood testingforimmunosuppressedtransplantrecipientsduringa globalpandemic.

Togetherwithhercolleagues,Sashalaunchednew diagnosticproductsthatenhancecareforpatientsliving withadonatedheart,kidney,liverorlungandpatientcentricdigitalapplicationsthathelpimprovecomplex medicationadherenceregimens.

LeadingwithInnovation

SashastatesCareDxisfullyandexclusivelydedicatedto transplantpatientcare,focusedonsolidorgantransplants withanacutemedicalneed.Shenotes, “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.”

WhenCareDxwasfounded20yearsago,itfocusedonnew emergingtechnologyandidentifyingthebestmarketfit basedonthetechnologyitself.Thecompanylookedat

everyplacewhereitsproprietarygeneexpression diagnosticscouldbeimpactful.Earlyon,thecompany decidedtofocusonhearttransplants,wheretherewasa significantunmetmedicalneed,andavailableproducts wereinvasiveandlaggingindicatorsofheartrejection. CareDxwasthefirsttointroduceanon-invasivebloodtest toassesstransplantedorganhealth.

Sashamentionsthateightyearsago,aroundthetimethe companywentpublic,thecompany'sformerCEO,Peter Maag,putafirmstakeinthegroundanddecidedtofocus exclusivelyontransplantpatients.Itwasn'tenoughtooffer atesttoidentifyrejection.Hewantedtoexpanditsmission tohelptransplantrecipientsateverystageoftheirjourney, pre-andpost-transplant–fromorganmatchingtowaitlist supporttopost-transplantsurveillancetomedication adherence.

ThecompanynamewaschangedtoCareDx,revitalizing thecourseforthecompany AfterlaunchingAlloMap Heart,theworld'sfirstnon-invasivetesttomonitorimmune quiescence,itrealizeditneededtoevaluatemultiple dimensionsoforganhealth.Sashashares, “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.”

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CareDxisnowplowingnewfrontiersinmultimodality diagnostics,combininggeneexpressiontestswithdonor derivedcell-freeDNA(dd-cfDNA)togivetransplant physicianstheearliestandmostcomprehensivepictureof post-transplantorganhealth,enablingtimelier,tailored medicalinterventionsifproblemsarise.

King Chief Marketing Officer CareDx

Sasha

The 10 Most Influential CMOs to Watch, 2022

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DentingtheUniverse

Asthecompanygrewandnewproductswereintroduced, Sashaworkedwithherteamtobuildoutsales,marketing, andcustomercareteams,andsupportingreimbursementto ensureAlloSure wasreadilyavailableforalltransplant patients.Incontrast,previoussolutionsfortransplant patientswereeitherlaggingindicatorsoforgandamageor invasivebiopsies.Sashamentions, “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.”

EmbracingTechnology

SasharealizedearlyonthatCareDx'ssuccessdependedon averyhightouchpersonalizedservicetosupportthe logisticsofblooddrawsandtest-reportgeneration.She understoodthatlogisticsshouldneverbeabarrierto physicians'abilitytodeploynext-generation,non-invasive, post-transplanttools.Thus,CareDxhaspatientcare managerswhocallpatientsandscheduletheirblooddraws, simplifyingtheprocessfortransplantrecipients,their patientcareteam,andproviders.

RemoTraC,amobilephlebotomyservice,allowspatients todrawtheirbloodfromtheirhomes.Itbecameanessential servicewhentheCOVID-19pandemichit.Sashanotes, “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.”

SinceCareDx'sinception,ithashelpedmorethan80,000 transplantpatientswithitstestingservices.Twiceamonth, thecompanyhostspatientwebinarsandthousands subscribetotheirnewslettertostayontopofthescience andthelatestresearch.Asatransplantcompany,CareDx playsanexcitingrolewithitsdigitalplatformtobring transplantpatientstogether,sotheycantalktoeachother, learnfromeachother,andsupporteachother.

TheNextBigStep

CareDxismovingintomonitoringthehealthofcancer patientsafterreceivingallogeneiccellulartherapiesand stem-celltransplantation.Sashaasserts, “When you transplant someone else's stem cells or bioengineer somebody's cells, that is a form of blood-based or cellbased 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.”

BequeathingBrilliance

Sashaadvisesaspiringentrepreneursventuringintothe marketingsectortotakefeedbackeffectivelyandbe comfortablewithpivotingandmakingchangesthatcanbe asignificantenablerofsuccess.Sashasays, “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.