The Most Impactful Women Leaders in Brand Marketing, 2023

VOL 10 I ISSUE 01 I 2023 The Most IMPACTFUL Women Women Leaders in Brand Marketing 2023 Brand Ac?vism and Women's Movements Aligning Marke?ng with Social Causes Intersec?onal Feminism in Adver?sing Celebra?ng Diversity and Inclusion Givens Illuminating Journey Givens TJ TJ Empowering Tomorrow's Empowering Tomorrow's Retirement Retirement Illuminating Journey

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I recognize the extraordinary journeys of women who have not only risen to the top of their respective fields but have also redefined the rules of the game. These leaders possess the unique ability to connect with consumers on a profound level, shaping the narratives that influence our perceptions and choices. n a world where marketing is at the heart of business success, these remarkable women stand as exemplars of innovation, resilience, and leadership. In this feature, we the Perspectives Their stories are a testament to the power of vision and the courage to break new ground. From mastering the digital landscape to harnessing the potential of data-driven insights, these women have navigated the complex terrain of brand marketing with finesse, leaving an indelible mark on the industry. Resonance and In a time when diversity and inclusion are more critical than ever, the women featured in this edition offer a beacon of hope and inspiration. They have demonstrated that success knows no gender boundaries and that barriers can be shattered with determination, creativity, and unwavering commitment. As we explore their stories, we invite you to join us in celebrating these remarkable women and the impact they have made on brand marketing. Their insights, strategies, and achievements provide invaluable lessons for professionals across industries, guiding us toward a future where equality and opportunity flourish. Editor's Editor's We extend our heartfelt gratitude to these leaders for sharing their experiences and wisdom with us. Through their accomplishments, they continue to pave the way for a brighter and more inclusive future for all in the world of brand marketing. Thank you for joining us on this inspiring journey as we present “The Most Impactful Women Leaders in Brand Marketing, 2023,” an edition filled with stories that resonate with excellence, empowerment and transformation. Note Note Abhishek Joshi

Cov Contents P r o f i l e Story 16 Roshni Wijayasinha Elevating Marketing's Voice of Inuence by Bridging Ideas C X O 26 The Ever-Changing World of Brand Marketing 30 Women's Recognition and Advancement in Brand Marketing Post-Pandemic A r t i c l e s TJ 22 Brand Activism and Women's Movements Aligning Marketing with Social Causes 08 Empowering Tomorrow's Retirement Givens Illuminating Journey 28 Intersectional Feminism in Advertising Celebrating Diversity and Inclusion

Pooja M Bansal Editor-in-Chief Company Name Featured Person Brief Andrea is applying her passion for culturally relevant, purpose-led work by leveraging consumer insights, to identify opportunities, implement innovative strategies, and ignite unprecedented results Campari Group camparigroup.com Andrea Sengara Head Of Marketing, U.S. CONTENT FOLLOW US ON www.facebook.com/ciolook www.twitter.com/ciolook Deputy Editor Abhishek Joshi Managing Editor Muskan Kapoor Cheryl is responsible for the overall stewardship, innovation and activation of the global Mastercard brand, managing the highly decorated priceless advertising campaign for consumers. Cheryl Guerin EVP, Global Brand Strategy & Innovation Mastercard mastercard.com WE ARE ALSO AVAILABLE ON Kerry Dawes MarTech & Orchestration Partner DESIGN Digitas UK digitas.com Kerry is an International Transformation Digital Leader with experience delivering ROI within 6 months. VisualizerDave Bates Art & Design Director Ankita Pandharpure Associate Designer Revati Badkas Laura Reese VP, Director Local Investment Publicis Media publicismedia.com Laura is an empathetic leader skilled in Media Strategy, Media Planning/Buying, Account and Client Management. CONTACT US ON Email info@ciolook.com For Subscription www.ciolook.com Nikki is responsible for building an iconic global brand that brings the lululemon purpose to life as it fuels demand and business success. lululemon lululemon.com Nikki Neuburger Chief Brand Officer SALES Senior Sales Manager Sihanee M., Rouniyar A. Patricia Obozuwa Vice President, Public (Government) Affairs, Communications & Sustainability, Africa Customer Success Manager Tom Wilson Patricia heads the company’s public affairs, communications and sustainability function for Africa by directing a team and providing executive-level leadership. The Coca-Cola Company coca-cola.com Copyright © 2023 CIOLOOK, All rights reserved. The content and images used in this magazine should not be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without prior permission from CIOLOOK. Reprint rights remain solely with CIOLOOK. Sales Executives Shashi Rajbhar, Josh TECHNICAL Roshni is a trusted marketing leader with over 17 yrs of progressive experience helping companies bring brands and products to market. Prosh Marketing proshmarketing.com Roshni Wijayasinha CEO, Lead Strategist Technical Head Prachi Mokashi Technical Consultant Victor Collins Sandra has responsibility to drive ambitious and innovative brand communication initiatives across the full portfolio of 21+ NB brands. Sandra Amachree Head of Marketing Communications Nigerian Breweries Plc nbplc.com SME-SMO Research Analyst Eric Smith SEO Executive Ravindra Kadam Tj Givens Director of Marketing & Communications Great Gray Trust Company greatgray.com TJ's specialty lies between omnichannel campaign amplification tactics and full-funnel cross-selling initiatives. sales@ciolook.com Aster Integrated Marketing Limited aster.ng Tolulope is a visionary leader skilled in experiential marketing, integrated communications, and brand strategy, with a passion for mental health advocacy, setting new standards. Tolulope Medebem COO/Lead Consultant October, 2023

TJ Empowering Tomorrow's Retirement Givens Illuminating Journey TJ Givens Director of Marketing & Communications Great Gray Trust Company Cover Story

The Most Impac?ul Women Leaders in Brand Marke?ng, 2023 T regulatory developments. Traditional financial institutions are facing a new reality as they navigate the swift evolution of fintech. he financial services landscape is driven by a number of factors, including technological innovation, changing customer expectations and that did not take its place in its communities lightly and shared her passion for sports as a vehicle for change and collective understanding. She was selected to join M&T Bank's distinguished Management Development Program in 2019 and was promoted each year. She created the firm's first-ever LinkedIn Live Event. “ customers' questions In this landscape strides TJ Givens, the Director of Marketing & Communications at Great Gray Trust Company. With a resolute commitment to revolutionizing the retirement sector, Great Gray stands tall as a leader in the Collective Investment Trust (CIT) market. During the pandemic, Givens led the firm's “managing through challenging times” content series, a multi- touch communications-driven campaign to answer C- suite Commercial Banking customers' questions live. The series was a two-time Gramercy Institute winner, winning best National honors and awarded her a Thirty Under 30 Award from the Mid-Atlantic Real Estate Journal. During the pandemic, Givens led M&T Bank’s management through challenging times content series, a multi-touch communications-driven campaign to answer C-suite Commercial Banking TJ Givens' leadership fuels Great Gray's vision of modernizing retirement solutions. Under her guidance, the company takes leaps towards the future with innovative offerings. Just as the great gray owl symbolizes strength and stability, Givens propels the company's commitment to being a resilient and reliable partner. live.“ Most importantly, she played an integral role in the internal and external communications strategy announcing the sale of M&T Insurance (MTIA) to Arthur J. Gallagher & Co. (NYSE: AJG). She also co-led in arena branding efforts and communications around MTIA's announcement as the Official Insurance Brokerage Partner of the Buffalo Bills. In this era of innovation and transformation, Givens and Great Gray Trust Company stand united in their mission to lead the industry, fortifying their reputation as a forward-thinking powerhouse, dedicated to enhancing retirement experiences and creating lasting value for all. In addition to all these accomplishments, she challenged herself by enrolling and successfully completing a six-month Digital Intensive continuing education course at Columbia Business School to stay abreast of the rapidly changing marketing and communications field online. Let’s delve into Givens' journey of shaping financial services and offerings at Great Gray! Next, she served as the key point of contact for Rob Barnett, in his prior role as EVP and Head of Retirement Services at Wilmington Trust. There, she helped raise awareness of a digital solution that automates and simplifies the onboarding process for collective investment trusts (CITs), boardingpass™. From NFL Negotiations to Financial Marketing TJ Givens fell in love with communications during her time at Columbia University, starting her career as an intern with JAY-Z's Roc Nation Sports. She worked to secure media coverage and brand partnerships with an impressive roster of NFL clients, such as Saquon Barkley, Juju Smith-Schuster and Leonard Fournette to name a few. She secured media, alongside PR agency Peppercomm, with key targeted outlets such as 401(k) Specialist, Plan Adviser and Plan Sponsor, and scheduled 100+ live demos for the launched product in a matter of a week. For this work, Givens was honored as a Rising Star – Thirty Under 30 Top Woman in Communications by Ragan Communications. She found herself thriving 1:1 with clients and their powerhouse agent, Kim Miale, during interviews with The Players' Tribune, Good Morning Football and Bleacher Report. She went on to further hone her craft for Horizon Media's SCOUT Sports and Entertainment, working with brands such as GEICO, Capital One and Honda. Most recently, Givens was tapped to lead Marketing and Communications for Great Gray Trust Company, whose President & CEO is Rob Barnett. In December of 2022, Wilmington Trust announced the sale of its Collective Investment Trust (CIT) business to There, Givens realized she wanted to start her career in-house. She wished to put her efforts toward a brand

revealing stats that underscore this trend. “ without its LinkedIn handle atop a post.“ Roadmaps and Resilience investment funds managed by Madison Dearborn Partners, a leading private equity firm based in Chicago. Recognized as a trusted fiduciary partner, Great Gray ensures dignified retirements for workers nationwide. Its dedication to institutional retirement investments enables streamlined operations and robust, diversified portfolios for clients. The litmus test for a strong brand, as Givens puts it, is whether audiences would unmistakably recognize it even "Building a strong brand identity is a serious endeavor," asserts Givens, the driving force behind Great Gray's visual essence. Joining the company, she embraced the unique challenges and opportunities that she would be faced with as Great Gray embarked upon this journey. Givens has “led the charge to build an entire company’s aesthetic, identity, and messaging.” These large goals have been her focus over the past months. From crafting the color palette alongside Rabe & Co., to drafting the very first company bio, , and fine-tuning the company’s voice and tone, Givens ensures consistency, bolstering distinction and trust among clients and partners. Analytically Driven to Achieve Results Givens is a master at blending creativity and analysis and says, "I'm proud of merging my artistic vision with analytical precision." She's the force behind data-driven budget decisions, ensuring they sync with business goals. Her practical approach, focusing on "what's achievable," makes her a pragmatic problem-solver, steering clear of mere idealism. "We relentlessly seek new ways to improve the client experience and build trust in our leadership," says Givens. Operating as a steadfast stronghold, its actions and ideas exemplify trustworthiness and dedication, solidifying its position in the industry. Where Identity Takes Flight While fiduciary strength is embedded in its DNA, Great Gray's innovative mindset and new solutions set it apart. Pioneering a modernized approach to qualified retirement plans, the company proudly champions innovation in the industry. Great Gray is where innovation soars. The Investment Oversight team, driven by a realization that young investors are willing to sacrifice returns for causes they believe in, devised various strategies. Their goal? To prompt advisors to modernize investment menus. As Givens notes, "It's about shaking up outdated approaches." Great Gray Trust Company leverages its legacy of fiduciary heritage to drive forward-thinking solutions. With a strong foothold in the CIT market, it manages over $144.5 billion in collective investment fund assets through 70+ sub-advisors and trading agreements with 40 platforms accessing 200+ record-keepers as of 6/30/2023. Central to this effort is the meticulously chosen great gray owl, mirroring the company's values—resilience, power, stability and enigma. Givens collaborates closely with Beacon Digital, aligning campaigns with these ideals. "Our clients and partners rely on our steadfastness," Givens emphasizes, "and it's our consistent visual identity and actionable thought leadership that fortifies that trust." As Great Gray's brand custodian, she navigates the journey, imbuing every piece of material, inside and out, with the essence that defines the company's fiduciary strength and stability. They delved deeper, exposing the profound impact of early savings on career freedom later in life. "Time in the market matters," Givens emphasizes, supported by compelling stats. This trailblazing content challenges norms and provides advisors with actionable insights, making conferences a transformative space. As Givens aptly sums up, "We're taking a meaningful topic and giving it a fresh perspective." Crafting Distinction In Sync and On Point Approaching each project from a reader's perspective, Givens explains, "I ask myself, how would I react to this message?" Her focus is clear: ensuring every piece of content resonates. "I aim to create content that the sales team can be proud of," she adds, emphasizing the value for advisors, recordkeepers and asset managers. "Empathy is the cornerstone of collaboration," asserts Givens, highlighting its transformative impact. Honest feedback, she suggests, creates an environment where collaboration thrives, yielding superior outcomes. As a marketing professional, the crux is "genuinely connecting with your audience," Givens notes. Givens' mission is straightforward—to captivate and provide value, making sure that every recipient finds something meaningful, whether it's the sales team receiving praise or industry professionals investing their time in absorbing the materials. Empathy is the key to unraveling audience needs, a vital step in tailoring resonating campaigns. Beyond that, Givens emphasizes how empathy enriches daily interactions—fostering relationships across teams, from marketers to leaders. Through empathy, risks are embraced during brainstorming, nurturing better thought leadership content. Words that Roar, Tales that Shine "Conferences are a chance to stand out," notes Givens, recounting a strategic shift. With a new brand identity, the focus was on a fresh client experience. "We aimed to provide something unique," she adds. Their novel approach? A talk about connecting with millennial and Gen-Z investors through purpose-driven funds. "Younger investors prioritize values," Givens points out, Givens underscores that empathy isn't just about understanding, but about empowerment—fostering an environment where each team member feels heard and valued, leading to the creation of impactful, resonant content.

ensuring content speaks to individuals. "Segmentation is key," Givens emphasizes, adapting thought leadership content to advisors' knowledge journeys. “ and new solutions set it apart.“ Navigating the Kaleidoscope Givens has a resolute commitment to fostering women's advancement. At M&T Bank, she played pivotal roles in women-centric initiatives, serving as the National representative of the Women's Interest Network and Co-President of the NYC Multi- Generational Resource Group. "I championed innovative and diverse candidates," Givens states, reflecting on her time in recruiting and mentoring with resource groups. While fiduciary strength is embedded in its DNA, Great Gray's innovative mindset Her advocacy started early—during college, when she pioneered pathways for future female leaders as the first female President of the Columbia Sports Business Club and Senior Sports Writer and Designer at Columbia Daily Spectator. She continues this drive through volunteering, supporting her alma mater's organizations like Columbia College Women, Columbia Undergraduate Recruitment Committee, and Columbia College Today. Givens also foresees modernization sweeping the retirement industry, exemplified by their innovative ‘boardingpass™’ tool. Their streamlined approach to participation agreements reflect modern innovation, granting plan advisers easy access. "It's about convenience," Givens highlights. Presently, Givens contributes to the Diversity, Equity, & Inclusion Lab with the Seen and Heard Project. Collaborating with other Madison Dearborn Partners' portfolio company leaders, she shapes strategies for HR, advertising and future trainings. Givens' commitment to advancing women's professional journeys is unwavering, enriching workplaces with diverse and empowered voices. Looking ahead, Givens anticipates industry evolution, including wearable tech integrations and Alexa skills for plan management. "The retirement industry will harness modern tools," she predicts, anticipating how such advancements will revolutionize client experiences. Givens' insight underscores her role in shaping the industry's progressive trajectory. Bequeathing Wisdom Writing History "Brand marketing thrives on constant learning," asserts Givens, underlining the dynamic nature of the field. Rapid evolution demands continuous investment in education to prevent stagnation. "Testing new strategies is vital," she adds, urging responsiveness to client feedback for swift optimization. "The branding unveiling was pivotal," recalls Givens, reflecting on a career milestone. Months of collaboration with Rabe & Co., known for their Indiana Pacers uniform re-design, shaped the remarkable new website and logo. "Working closely with our leadership team was unbelievable," Givens adds, emphasizing the rewarding process of building branding and user experience from scratch. The culmination, greatgray.com, stands as a testament to this effort and the organization's rich fiduciary heritage. Givens' role in this transformative journey underscores her dedication to crafting impactful and visually compelling narratives. Givens stresses that a resilient brand isn't built overnight. It melds empathy, strategy, adaptability and a deep grasp of human psychology and sociology. "The ultimate goal is longevity," she emphasizes, cautioning against fixating on short-term gains. The litmus test for a strong brand, as Givens puts it, is whether audiences would unmistakably recognize it even without its LinkedIn handle atop a post. Her advice resonates across industries—nurturing a brand demands a blend of enduring principles and the agility to navigate an ever-shifting marketing landscape. Unlocking the Future "Personalization is the future of retirement brand marketing," envisions Givens, discussing Great Gray's approach. Through collaboration with Beacon Digital, they've meticulously crafted targeted personas,

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Roshni Wijayasinha arketing and strategy are two closely related disciplines that work together to achieve a common goal: to help businesses succeed. Marketing is the process of creating and delivering value to customers, while strategy is the process of defining and achieving long-term goals. When marketing and strategy meet, it creates a powerful force that can help businesses grow and thrive. Eleva?ng Marke?ng's Voice of Influence by Bridging Ideas M Later, I transitioned to global tech giants Microsoft and Sony, where I tackled large-scale marketing communications and product launches, developing and executing both local and global strategies. Roshni Wijayasinha CEO, Lead Strategist Prosh Marke?ng A pivotal juncture arrived at Kobo, a startup, where my boss departed two weeks after I joined. Here, I stepped up to lead the global product marketing team and fell in love with the ability to create things from scratch, the test-and-learn nature of startup marketing and the speed at which things operated. Roshni Wijayasinha is a visionary with a remarkable journey in this domain. As CEO and Lead Strategist, Roshni's dynamic leadership is a catalyst for success at Prosh Marketing, marketing strategy, consulting and coaching company with a mission to empower startups and small businesses with impactful strategies across budgets. Leading marketing departments, I drove significant milestones, such as JUICE Mobile’s acquisition by Yellow Pages and exits for Thinking Capital and Benecaid Health Benefits Solutions. With over 17 years of dynamic evolution, Roshni's narrative unfurls. Her roots trace back to crafting consumer brand stories on the agency frontlines. Her trail is marked by fortifying domestic tech leaders. Today, I lead a team of marketing experts offering Fractional CMO services to startups. Evolving from a communications agency, we discovered our true value in startup-focused fractional CMO work, aligning with my passionate commitment to startups. For Roshni marketing isn't just a profession—it's a journey of insight, innovation and empowerment. Her presence at the helm of Prosh Marketing augments creativity and strategy, steering startups and small businesses toward greatness. Throughout my professional journey, I’ve encountered a variety of challenges such as handling expansion within limited financial budgets and resources, striking a balance between work and personal life due to extensive travel commitments, and coping with the demands of rapidly growing startups. Let's uncover how tailored strategies can transform startups and small businesses into success stories! Brief us about your career path as a Marketing leader until your current position. What were the challenges that you had to overcome to scale your progress? I thrive off pressure pressures and challenges, lean into my crea?ve side to help overcome some of these obstacles and rely on a strong support network to help me pull through! As a co-op student, I got to experience a variety of different marketing areas through in-field work placements at Honda, CIBC and Scotiabank. Once graduated, my early roles at agencies offered me the opportunity to explore various clients and industries. 18 19 www.ciolook.com | October 2023 | www.ciolook.com |October 2023 |

Fostering Customer Loyalty: For startups, nurturing customer loyalty is a strategic imperative. Branding, with its emotional connections and community- building potential, wields a substantial impact on loyalty and word-of-mouth referrals. But I thrive off pressure pressures and challenges, lean into my creative side to help overcome some of these obstacles and rely on a strong support network to help me pull through! We remain forthright about our limits and care for businesses as our own. As marketers, curiosity fuels us, driving us to ask, learn and excel. We truly believe we can help growing businesses. That’s why we are optimistic in all we do. Ÿ What, according to you, could be the next significant change in your sector? How are you preparing for the change? Brand marketing comprises recognition, trust-building, efficient resource allocation and enduring loyalty. Through crafting a distinctive identity, fostering trust and nurturing emotional ties, startups carve a distinct niche. This profound connection resonates with customers, driving meaningful engagement and ensuring a trajectory of sustained growth. Tell us more about your company and its mission and vision. With the rise of the gig economy, fractional marketing leaders will become more of the norm. People will be able to tap specific experts at an affordable price. Full- time permanent marketing leaders will be more prevalent in larger organizations in comparison to smaller ones. Prosh Marketing is a Fractional CMO & Marketing company that helps startups and small and medium-sized businesses (SMBs) to build their marketing practice and go to market. What strategies do you implement to promote gender diversity for Marketing leadership positions at your company? Where do you envision yourself to be in the long run, and what are your future goals for your company? At Prosh Marketing, we strive to attain diversity across a number of different criteria, including gender diversity. This includes writing our job descriptions to be inclusive and attract a diverse set of candidates, showcasing company imagery that has different genders, and embedding kindness into our company values to ensure all genders are treated well. competition and noise, brand marketing isn’t just desirable—it’s indispensable for long-term success. Our Vision: To be the company Startups go for marketing advice. At Prosh Marketing, our long-term goals include further developing our presence in other markets. We’ve expanded to the US and Europe from a client perspective and we’re looking to grow our consultant base and develop new partnerships in those markets as well. The essence of brand marketing lies in not just acquainting people with your brand but also cultivating lasting bonds with customers through it. It extends beyond a recognizable visual identity to encompass a resonating brand personality. This involves understanding your customers’ values and complementing them seamlessly into your brand. Our Mission: To help startups and growing businesses achieve their full marketing potential by enabling them to access long-term, sustainable growth through part- time marketing leadership and coaching. Also, in my capacity as an angel investor at The Firehood, my primary emphasis lies in championing and enabling women within the tech sector. The idea is to increase the participation, leadership and prosperity of women in this space. We’re working towards bridging the gender disparity gap and fostering equal opportunities for everyone. What advice would you give to the next generation of women leaders willing to venture into the modern Marketing arena? What methodologies do you implement that contribute to new growth opportunities? It’s more than aesthetics—it encapsulates your business’s essence, messaging and holistic customer experience. For startups, brand marketing holds pivotal roles across multiple goals: To begin any marketing exercise, we need to understand customers so we always start our work with customer and market research. For women aiming to venture into modern marketing, I would advise: look ahead and not behind. Focus on what you can achieve and do, and not on the past. Don’t take ‘No’ for an answer and be perseverant. Be true to who you are. What values do you incorporate to enhance the work culture of your company? We also look at marketing mechanisms that can scale rapidly using a network effect. From strong sharable content to social media, partnership and referral programs, finding ways to promote virality can assist in cultivating growth. Brand Awareness: A distinctive brand identity is a necessity for startups amidst established giants. Crafting a compelling value proposition fosters recognition and differentiation, standing out in the crowded field. Building Trust: In the competitive B2B arena, trust reigns supreme. Effective branding imbues professionalism, reliability and expertise—essential for instilling confidence in potential clients and outshining competitors. Consistent Messaging on a Budget: In an information-saturated world, consistent branding—be it visuals or messaging—bolsters brand recall. This familiarity optimizes a startup’s budget, creating lasting impressions with fewer exposures. Ÿ At Prosh Marketing, we foster a unique culture founded on acceptance and inclusivity for our diverse team. Our cherished values—Kindness, Excellence, Collaboration, Integrity, Curiosity, and Optimism—define our approach. Authenticity goes a long way. Lean into your strengths as unique differentiators, and most importantly, upskill yourself so you have concrete qualifications that can back up your experience and expertise. Ÿ Finally, with new businesses, there is a strong need to establish trust and credibility first, before you can truly activate growth. We leverage thought leadership programs, public relations and partnerships to help build this foundation. Kindness guides our interactions, reflecting in our relationships with both colleagues and clients. We’re a + team of A players, ceaselessly pursuing excellence in our endeavors. Collaboration is our cornerstone, strengthening ties with partners, colleagues, clients and vendors for collective growth. Trust, vital in our realm, hinges on solid integrity. Ÿ Please share your learning of Brand Marketing. In the startup landscape, a robust brand isn’t just a luxury—it’s a lifeline. In a market saturated with 20 21 www.ciolook.com | October 2023 | www.ciolook.com |October 2023 |

Brand Activ?m and Women's Movements Align?g Market?g Social Causes with T he world of marketing has evolved over the years and a new paradigm has emerged, one that marries commerce with conscience. This paradigm shift signifies the alignment of marketing strategies with social causes, transcending the traditional boundaries of profit-making. At the heart of this evolution lies brand activism, a phenomenon where businesses champion social and environmental issues. One of the most impactful arenas of brand activism is the support for women's movements, a cause that has gained tremendous momentum globally. This article will explore the intricate interplay between marketing, brand activism and women's movements, delving into the transformative power of purpose-driven marketing strategies! The Rise of Brand Activism: Beyond Profit Margins Redefining Corporate Social Responsibility: Brand activism is not just about writing checks for charitable causes. It's a holistic integration of social and environmental concerns into a company's values, culture and operations. This shift requires companies to look inward, assess their impact on society and the environment while actively working towards positive change. Forging genuine connections with social causes becomes the essence of this new approach to corporate social responsibility. Empowering Women: Women's movements have historically been catalysts for societal transformation. From advocating for equal rights to fighting against gender-based violence, these movements have paved the way for a more inclusive and equitable world. Businesses recognizing the power of women's movements have increasingly extended their support, not just as a token gesture, but as a genuine commitment towards gender equality. Brand Activism and Women's Movements: A Symbiotic Relationship Brands as Advocates: In the digital age, where voices can be amplified globally, brands have become powerful advocates for women's movements. Through social media campaigns, collaborations with 22 23 www.ciolook.com | October 2023 | www.ciolook.com |October 2023 |

Shaping a Future of Purpose-Driven Marketing women-led organizations and raising awareness about pertinent issues, brands lend their influential platforms to champion the cause. This not only generates awareness but also mobilizes resources and support which further amplifies the impact of women's movements. To summarise, the fusion of marketing, brand activism and women's movements signifies a pivotal shift in our societal and economic landscapes. As businesses increasingly align themselves with social causes, particularly those related to women's empowerment, they become not just economic entities but agents of change. The future of marketing lies in purpose-driven strategies that not only promote products or services but also contribute meaningfully to the well-being of society. Rethinking Representation: One of the pivotal roles brands play in supporting women's movements is challenging stereotypes. Through inclusive advertising and diverse representation in their marketing campaigns, brands contribute to reshaping societal norms. This portrayal of women as strong, independent and diverse individuals not only resonates with consumers but also fosters a culture of acceptance and empowerment. The Dawn of Inclusive Brand Narratives Looking ahead, the evolution of marketing towards social causes and women's movements will continue to gain momentum. Inclusive brand narratives, representing not just gender diversity but the intersectionality of identities, will become the norm. Brands will collaborate more deeply with grassroots women's organizations, ensuring that their campaigns are rooted in the real experiences and needs of women worldwide. Challenges and Ethical Considerations While the alignment of marketing with social causes is a positive step, it's not without challenges. Maintaining authenticity is paramount; consumers can discern genuine activism from mere opportunism. Brands must ensure that their commitment to women's movements is not performative but deeply embedded in their ethos. Additionally, there's a delicate balance between raising awareness and commodifying social issues. Ethical considerations demand that brands approach these topics with sensitivity and respect, avoiding any semblance of exploitation. Moreover, technology will play a significant role, enabling immersive storytelling that fosters empathy and understanding. Virtual reality experiences, interactive social media campaigns and AI-driven personalized messaging will create deeper connections between brands, consumers and social causes. This synergy will usher in an era where every purchase made is not just a transaction but a contribution towards a more equal, inclusive and compassionate world. Global Impact and Policy Advocacy Driving Change Beyond Borders: Brand activism aligned with women's movements is not confined by national borders. Global corporations have a unique opportunity to influence positive change in societies worldwide. By supporting initiatives that promote education, healthcare and economic empowerment for women, these brands contribute significantly to global progress. Advocacy for Gender-Responsive Policies: Beyond financial support, businesses can actively engage in advocating for gender-responsive policies. This includes policies related to equal pay, parental leave and workplace harassment. By championing these causes at the policy level, brands contribute to creating a conducive environment for women's growth and advancement in society. 24 www.ciolook.com | October 2023 |

CXO The Ever-Changing World of Brand Marketing - Nikki Neuburger, Chief Brand Officer at Lululemon G privilege of witnessing these modifications firsthand and leading our emblem through this dynamic landscape. In this newsletter, I'll proportion insights into how brand advertising and marketing have developed and the strategies that have enabled us to stay applicable and proper inside the eyes of our clients. lobal emblem advertising has gone through a superb transformation nowadays. As Chief Brand Officer at Lululemon, I have even had the that have a wonderful effect on society and the surroundings. At Lululemon, we've embraced this fashion by way of committing to sustainable practices and assisting various social causes. Our partnerships with organizations centered on mental health, diversity, and sustainability aren't simply advertising stunts; they reflect our proper willpower to these crucial issues. Personalization and Data-Driven Insights Authenticity Reigns Supreme Advancements in technology have allowed brands to collect and analyze big quantities of records. This fact is a goldmine for understanding customer choices and behaviours. Personalization is not only a buzzword; it's a necessity. By leveraging facts-driven insights, Lululemon has been able to tailor our marketing efforts to provide clients with relevant and significant studies, whether or not that's suggesting the perfect exercising tools or curating content material that resonates with their pastimes. One of the most substantial shifts in logo advertising has been the growing importance of authenticity. Today's customers are more discerning than ever, and they can spot inauthenticity from a mile away. They crave actual connections with manufacturers that align with their values and beliefs. At Lululemon, we've recognized this and have labored tirelessly to make certain that every issue of our emblem displays our core values of inclusivity, sustainability, and well-being. Nikki significant methods. The future of logo marketing is certainly an exciting one, shaped by way of the converting expectations and aspirations of the human beings we serve. At Lululemon, we've adjusted our KPIs to align with our values and project, emphasizing lengthy-term dating with our community over short-term gains. Community-Centric Approach Digital Transformation and E-trade Boom Brand advertising and marketing these days is ready to construct communities, no longer just purchaser bases. At Lululemon, we have nurtured a robust experience of networking through events, social engagement, and partnerships with nearby influencers. We accept as true that our emblem is more than only a product; it is a manner of lifestyle. By fostering an experience of belonging and shared values, we’ve created a devoted following that goes past transactional relationships. The digital revolution has fundamentally modified the way customers interact with manufacturers. The pandemic most effectively expanded this shift as e- commerce has become a lifeline for lots of agencies. For Lululemon, this is supposed to embrace a virtual-first mindset. We made over our online buying enjoyment, leveraged social media, and explored modern methods to connect with our network, together with virtual yoga training and well-being content. It's approximately meeting our clients in which they're and delivering a continuing online revel that mirrors the pleasant and convenience they count on from our products. Embracing Diversity and Inclusion Diversity and inclusion are not just checkboxes to tick off; they're critical to our brand identification. Inclusivity in marketing approach presenting a variety of voices, our bodies, and views in our campaigns and content. We recognize that our clients come from all walks of life, and our marketing ought to replicate that fact. Redefining Success Metrics Brand marketing has come to a long manner nowadays, and the adventure is some distance from over. To live relevant and successful, manufacturers should remain agile, adaptable, and dedicated to authenticity, purpose, and community-building. At Lululemon, we're excited to continue evolving and connecting with our clients in In the past, achievement in logo marketing was often measured by means of income figures and marketplace share. While those metrics stay critical, the contemporary marketing panorama demands a broader angle. Metrics like logo belief, purchaser engagement, and social impact are actually equally critical. Purpose-Driven Marketing In recent years, brand advertising has advanced to end up more reason-pushed. Customers need to aid brands 26 27 www.ciolook.com | October 2023 | www.ciolook.com |October 2023 |

Intersectional Fem??m ? Advert??g Challenges and Opportunities campaigns that reflect the real, diverse world we live in. This involves casting models and actors from various ethnicities, body types, and abilities. Authenticity is key; it's not about token representation but genuine storytelling that resonates with the experiences of the audience. Celebrating Diversity Navigating Pushback: Embracing intersectional feminism in advertising is not without challenges. There might be resistance from conservative sections of society who resist changes to traditional gender roles and representations. However, these challenges present an opportunity for brands to stand firm in their commitment to inclusivity, educating audiences and driving social change. and Inclusion Empowering Women in All Roles: Historically, women in advertising have often been portrayed in limited roles, reinforcing harmful stereotypes. Intersectional feminism challenges these narratives, portraying women as CEOs, scientists, athletes, artists, and leaders in various fields. By showcasing women in diverse roles, advertising can challenge traditional gender norms and empower individuals to pursue their passions without constraints. I their gender, race, ethnicity, sexual orientation, or ability, brings a unique perspective and experience to the collective human story. In the realm of advertising, this celebration finds its expression through intersectional feminism, a powerful movement that advocates not only for gender equality but also recognizes the interplay of various social identities. n an increasingly interconnected world, the celebration of diversity and inclusion has become a moral imperative. Every individual, regardless of by one factor alone, but by multiple intersecting identities. Gender does not exist in isolation; it intertwines with race, class, sexual orientation, disability, and other social categories. Understanding these intersections is crucial for crafting inclusive narratives that resonate with diverse audiences. Engaging Authentically: One of the pitfalls in inclusive advertising is tokenism, where diverse identities are included merely as an afterthought. Brands must avoid this trap by engaging with communities, listening to their stories, and genuinely understanding their experiences. Authenticity in storytelling builds trust and creates a lasting impact on the audience. Cultural Sensitivity: Cultural sensitivity is paramount in intersectional feminism. Advertisers need to comprehend the cultural nuances of different communities to avoid misrepresentation and cultural appropriation. A thorough understanding of traditions, values, and sensitivities is essential in crafting respectful and impactful narratives. Making Space for All Stories: A core tenet of intersectional feminism is amplifying voices that have historically been marginalized. In advertising, this translates to featuring stories from diverse backgrounds, showcasing narratives of resilience, triumph, and everyday life. By giving a platform to these stories, brands can break stereotypes, challenge prejudices, and foster empathy among their audience. Crafting a Future of Equality and Respect The future of advertising lies in narratives that are not just appealing but also socially responsible, representing the rich diversity of the human experience. Looking forward, the trajectory of advertising is poised to become even more inclusive and intersectional. Technology, especially augmented reality (AR) and virtual reality (VR) will play a significant role in creating immersive, empathetic experiences. These technologies will enable audiences to step into the shoes of others and experience diverse perspectives firsthand. This article explores the vital intersection of diversity, inclusion, and feminism in advertising, delving into how brands can authentically celebrate the tapestry of humanity! Evoking Emotions for Change: Empathy-driven storytelling lies at the core of intersectional feminism in advertising. Narratives that evoke genuine emotions and compassion can create lasting impressions. By telling stories that resonate on a human level, brands can spark conversations, encourage introspection, and drive social change. Understanding Intersectional Feminism: Beyond Binary Notions Intersectional Feminism in Advertising: A Transformative Approach Beyond Gender:Intersectional feminism acknowledges that people's experiences of oppression are shaped not Reflecting on the Real World: Incorporating intersectional feminism in advertising means creating Educational Initiatives: Brands have the power to educate their audience on intersectional feminism. Creating campaigns that raise awareness about gender equality, privilege, and systemic discrimination can contribute significantly to societal transformation. These educational initiatives can be in the form of online content, workshops, or partnerships with educational institutions. Additionally, collaborations between brands and social movements will become more common. Intersectional feminism will not only be a theme in advertising but also a driving force behind corporate policies, ensuring diversity and inclusion in boardrooms, creative teams, and decision-making processes. As this integration deepens, the possibilities in advertising will continue to expand, embracing every shade and hue of the human story. Through these efforts, advertising will not just reflect society but actively shape a future where every voice is heard and celebrated. Economic Empowerment: Intersectional feminism also encompasses economic empowerment. Brands can support women-owned businesses by featuring their products or services in advertising campaigns. This not only provides visibility but also boosts the economic independence of women entrepreneurs, contributing to a more balanced business landscape. 28 29 www.ciolook.com | October 2023 | www.ciolook.com |October 2023 |

CXO Women's Recognition and Advancement in Brand Marketing Post-Pandemic omen have made massive strides within the W been male-dominated. However, girls have worked tirelessly to break via barriers and shatter the glass ceiling. The COVID-19 pandemic brought about unexpected changes in various industries, including marketing. COVID-19 pandemic’s impact on women in brand marketing world of emblem marketing over the years. Historically, the advertising industry has The pandemic disrupted the marketing landscape as businesses shifted strategies to adapt to remote work and changing consumer behaviors. Women in marketing faced challenges like juggling remote work with caregiving responsibilities, but it also created opportunities for flexible work arrangements and remote collaboration. Women-led marketing campaigns and strategies Women's popularity and advancement in logo advertising and marketing have come a long way, driven via pioneering women, changing industry dynamics, and the resilience displayed during the COVID-19 pandemic. Post-pandemic, women-led marketing campaigns have become more empathetic and focused on customer well-being. Brands are recognizing the importance of diverse perspectives in understanding and addressing changing consumer needs. In this article, we will explore how women gained recognition in brand marketing and the advancements they have made post-pandemic. Roles women play in brand marketing While vast developments have been made, there are nevertheless challenges to address. By fostering variety and inclusion and continuing to assist ladies’ management in advertising, the enterprise can stay up for a more equitable and successful destiny. Women's contributions to emblem advertising and marketing will certainly play a far greater crucial role in shaping the industry's trajectory within the put-up-pandemic international. Initial break into the field of brand marketing Women began making their mark in brand marketing by challenging traditional gender roles and stereotypes. They entered the field through various roles, such as copywriters, graphic designers, and market researchers. As they proved their skills and creativity, more opportunities opened up. Women in brand marketing demonstrated resilience and adaptability during the pandemic. They played key roles in crafting strategies for remote customer engagement, digital marketing, and crisis communication. These efforts boosted their recognition as essential contributors to brand success. Success stories of women in brand marketing Post-pandemic, women in marketing have continued to excel in leadership roles. Examples include female CMOs driving innovative marketing strategies and women entrepreneurs launching successful startups that challenge industry norms. Initiatives taken to promote gender diversity in brand marketing Some pioneering women in brand marketing and their contribution Challenges faced by women in brand marketing Many organizations in the marketing industry have introduced diversity and inclusion programs to ensure equal opportunities for women and underrepresented groups. These programs focus on mentorship, leadership development, and creating inclusive workplace cultures. Despite development, ladies in marketing retain to stand challenges like gender bias and unequal pay. To conquer these limitations, the industry needs to prioritize range and inclusion, offer mentorship and sponsorship possibilities, and hold companies liable for their dedication to gender equality. Pioneers like Mary Wells Lawrence, the first female CEO of a major advertising agency, and Sheryl Sandberg, Facebook's COO, have shattered glass ceilings and set examples for women in marketing. Their achievements highlighted the capability and potential of women in leadership roles within the industry. 30 31 www.ciolook.com | October 2023 | www.ciolook.com |October 2023 |

The Most Impactful Women Leaders in Brand Marketing, 2023

The Most Impactful Women Leaders in Brand Marketing, 2023

Presentation Transcript

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