Top 10 Visionary Leaders Leading the MarTech Revolution in 2024

VOL - 01 I ISSUE 10 I 2024 Top 10 Visionary Leaders Leading the MarTech Revolution in 2024 A Historical Perspec?ve The Evolu?on of MarTech A Martech Perspec?ve Personaliza?on in Marke?ng Canberk Beker Head of Growth Scaling Heights, Seeking Roots: Beker's Quest for Innovation in Tech

MarTechis the Bridge that Connects Marketing's Creative Vision with Technology's Execution Capabilities

At the Forefront of Business Transformations V isionary leaders are emerging as catalysts for transformative change. These forward-thinking individuals possess a unique ability to anticipate trends, embrace innovation, and inspire their teams to navigate and capitalize on the complexities of today's dynamic market. Modern consumers and employees increasingly value sustainability and social responsibility. Visionary leaders recognize the importance of aligning business objectives with broader societal goals. They integrate sustainability into their business models, adopting eco- friendly practices and emphasizing CSR initiatives. By doing so, these leaders not only contribute to a better world but also appeal to socially conscious consumers, fostering brand loyalty and a positive corporate reputation. Visionary leaders are characterized by their ability to develop and communicate a compelling vision for the future. They go beyond the day-to-day operations, envisioning the long-term trajectory of their organizations. These leaders understand that innovation is not just a buzzword but a crucial element for staying ahead in a competitive market. By fostering a culture of creativity and encouraging their teams to think outside the box, visionary leaders drive innovation as a core component of their business strategy. In the latest edition of CIOLook, we take you through strategic vision, technological acumen, adaptability, sustainability, and a people-centric approach of the Top 10 Visionary Leaders Leading the MarTech Revolution in 2024, showcasing their driving transformative changes that go beyond mere survival-they are setting the stage for sustained success and relevance in an ever-evolving business landscape. In the digital age, visionary leaders recognize the transformative power of technology. They leverage cutting-edge tools and embrace digital transformation to streamline operations, enhance customer experiences, and stay relevant in rapidly changing markets. Whether it's adopting artificial intelligence, data analytics, or blockchain, these leaders understand the importance of staying at the forefront of technological advancements to gain a competitive edge. As we navigate the complexities of the 21st century, the impact of visionary leaders will continue to be felt, shaping the way we define and achieve success in the modern business arena. Anish Miller

C 18 24 O S V Christina O’Reilly Inspiring Growth by Navigating the Marketing Landscape Dr. Ken Ip The Martech Innovation Catalyst T E Connecting Visionaries in Asia 32 36 R N S E T Kerry Dawes Wilasinee Parnurat Footprints from sole to success in footwear Retail T O A Resourceful Leader Elevating Brands in the Digital Landsacpe 08 Scaling Heights, Seeking Roots: R N A R T I C L E S 28 A Martech Perspec?ve Personaliza?on in Marke?ng Y O Beker's Beker's Quest for Innovation in Tech 40 A Historical Perspec?ve The Evolu?on of MarTech C

Featured Person Company Name Brief As the Head of Growth at HockeyStack, Canberk stands as evidence of a reformed corporate lawyer turned born-again startup enthusiast. Canberk Beker Head of Growth HockeyStack hockeystack.com Christina is the Senior Vice President of Marketing and is responsible for the strategic development, management and execution of all global marketing plans and programs supporting Pythian’s service offerings. Christina O'Reilly Senior Vice President of Marketing Pythian pythian.com Pooja M Bansal Editor-in-Chief David Winneberger VP, Head of Global Marketing David Winneberger is the Vice President of Global Marking for Cardiovascular Care and Global Head of the Arrhythmias Business for Siemens Healthineers. CONTENT Siemens Healthineers siemens-healthineers.com FOLLOW US ON Deputy Editor Anish Miller www.facebook.com/ciolook www.twi?er.com/ciolook Managing Editor Katherine Debora Dr Ken Ip is an award-winning brand strategist, business lecturer, columnist and expert commentator in Tech, Real Estate, Branding and e-Commerce. Dr Ken Ip Chairman/Board of Director WE ARE ALSO AVAILABLE ON Asia MarTech Society asiamartech.org DESIGN Visualizer Dave Bates Art & Design Director Davis Mar?n Professionally, Gareth is passionate about helping businesses bridge the gap between technology, process, and people in their digital transformation and beyond, focused specifically on MarTech in the marketing, communications and adops space for both agencies and customers. Man Machine wearemanmachine.com Gareth Chilton Director Associate Designer Jameson Carl CONTACT US ON Email info@ciolook.com For Subscrip?on www.ciolook.com SALES Beeckestijn Business School beeckestijn.org Hans Molenaar is the Director of Beeckestijn Business School in the Netherlands and also has been lecturer at several Dutch business school in the field of marketing, sales and CRM. Senior Sales Manager Wilson T., Hunter D. Hans Molenaar Director Customer Success Manager Albert White Copyright © 2024 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 Execu?vesTim, Simon With a relentless focus on creating meaningful connections, at the helm of Digitas UK's MarTech division, Kerry Dawes brings together diverse people, ideas and expertise in innovative and exciting ways. Kerry Dawes MarTech Director Digitas UK Digitas.com TECHNICAL Technical Head Peter Hayden Technical Consultant Victor Collins A creative marketing executive with 16 years of experience building marketing infrastructure, growing brands, and optimizing product value, Nicholas is leading growth and acquisition for start-up brands to companies with revenues of $160M. Nicholas Wootten Chief Marketing Officer Q Mixers qmixers.com SME-SMO Research Analyst Eric Smith SEO Execu?ve Alen Spencer Sergio Serra Principal Product Manager II Sergio Serra is the Principal Product Manager II at InMobi, and works in the InMobi product management team, in the supply side of things specifically. InMobi inmobi.com sales@ciolook.com A transformation and change management leader at Bata, Wilasinee (Lala) has been working for 17 years as a successful marketer locally and internationally with past experience at Samsung, Unilever and L'Oreal. January, 2024 Wilasinee Parnurat Country Manager Bata Thailand bata.com

COVER STORY Scaling Heights, Seeking Roots: Beker's Beker's Quest for Innovation in Tech Canberk Beker Head of Growth

anberk Beker is emerging as a transformative C one where the corridors of law, filled with suits and legal jargon, seamlessly converge with the fast-paced landscape of startups. As the Head of Growth at HockeyStack, Canberk stands as evidence of a reformed corporate lawyer turned born-again startup enthusiast. months ago.” “ His breakthrough came when a connection in the industry informed him of a junior role in a B2C company called Cleanzy, where he started as a Growth Hacker. Despite the initial uncertainty and a lower salary compared to his legal career, Canberk prioritized learning and fulfillment over financial gains. "Cleanzy was basically Uber for cleaning, where users would order cleaners for their houses. After I joined, we expanded operations from Turkey to Italy, Spain and the UK," he recounts. figure in the dynamic realm of B2B ventures, defying conventional narratives. His journey is It all began with my $300 monthly budget from our own bank accounts where I had only $1k just three Endowed with a distinct flair for crafting game- changing solutions and a natural inclination for disrupting traditional growth strategies, Canberk is rewriting the script for B2B success. Transitioning seamlessly from law offices to the innovative hub of Cognism, he brings a unique perspective enriched by a wealth of experiences. Acknowledging the pivotal role of his manager, Engin, Canberk expresses gratitude for the most educative year of his life. However, the love for startups didn't extend to the cleaning industry prompting him to explore new opportunities. "Because, no matter what we did, it was impossible to make customers and suppliers happy—everyone had a different idea of good cleaning," Canberk explains his decision to move on. Canberk's journey unfolds with a focused dedication to mentorship, community support and a commitment to empowering the next generation of entrepreneurs. His vision extends beyond traditional success metrics, emphasizing the joy of building and nurturing. This reflection of a personal ethos transcends corporate norms, defining Canberk as more than just a corporate professional but a catalyst for change in the evolving landscape of B2B ventures. His journey took an unexpected turn as he interviewed with Getir, a tech startup that would later become a unicorn. Just before his final interview, Cleanzy terminated his employment due to his engagement with another tech startup, revealing the competitive nature of the industry. The last part of the interview at Getir was meeting with one of the founders. He shares, "The founder—I won't give the name—asked me if I smoked. I said yes. He said they didn't hire people who smoke and asked if I thought about quitting. I said no.” A Maverick's Path Canberk's journey from a law graduate to a startup enthusiast is a tale of twists and turns that led him to discover his true passion. Studying law in Turkey, he initially aimed to address human rights violations. However, as he delved into the corporate law world during internships, he realized it wasn't the path he wanted to pursue. "Law was about maintaining the status quo, what I wanted was to disrupt the status quo," reflects Canberk on his disillusionment with the legal profession. The tech landscape in Turkey was toxic, a realization that prompted Canberk to contemplate building his venture. However, the path forward was paved with financial challenges, as he had only $1k to kickstart his entrepreneurial journey. In search of a new direction, Canberk found himself drawn to the startup world, a shift he hadn't initially planned. Despite lacking experience in tech, he persistently applied for opportunities, facing the challenges of unpaid internships and countless rejections. "I had no idea what this growth title meant, or what I was going to be doing. Back then, I didn't know this growth title was going to change my life," Canberk recalls as he narrates his entry into the tech realm. As Canberk faced setbacks and unforeseen obstacles, his narrative unfolds as an example to resilience and determination. From the corridors of law to the dynamic landscape of startups,

he navigates a career that evolves with each experience, shaping his perspective and goals. "I cared about learning and feeling good about what I did," he emphasizes, encapsulating the essence of his professional evolution. acknowledges. Despite reservations, the decision to cash out was made, leading to the acquisition of Mowico three years ago, completed in February 2021. However, the aftermath revealed a sobering lesson for him, "I've never seen a penny from this acquisition." This experience served as a profound realization, emphasizing the importance of choosing business partners wisely in the tech industry. It underscored the adage—never partner up with someone you don't know. The broader context of Canberk's professional journey also includes a decision to leave his home country, driven by both industry dynamics and political unrest. "The tech industry in Turkey was the extension of the Turkish political system," he states. As someone who had faced police detention for protesting, he recognized parallels between the challenges of demanding democracy and rights in the broader society and those within the workplace and tech industry. Navigating Entrepreneurship Canberk's journey took an intriguing turn as he recounted his experience as a founding product manager at Workindo. This temporary gig marked a pivotal moment, revealing that "B2C wasn't for me." It set the stage for a significant shift in his career trajectory. A serendipitous encounter with a technical Co-founder coincided with his foray into coding. Together, they swiftly developed and launched the MVP of Mowico, a no-code mobile app builder for e-commerce infrastructures. Reflecting on this achievement, Canberk declares, "To this date, its launch is still my proudest moment.” Fueled by a desire to escape personal and professional oppression, Canberk set his sights on the UK in pursuit of new opportunities. This encapsulates the complexities of entrepreneurship, from the thrill of innovation and success to the harsh realities of partnerships and the impact of socio-political dynamics on professional life. The timing of Mowico's debut proved fortuitous as the COVID-19 pandemic reshaped market dynamics. During COVID, e-commerce grew exponentially and so did the demand for mobile commerce apps. In less than a year, the startup experienced remarkable success boasting hundreds of sales, a burgeoning team and impressive revenue. Rising through the Ranks Canberk's entrepreneurial journey is marked by resourcefulness, as he initially navigated with a modest marketing budget. "It all began with my $300 monthly budget from our own bank accounts where I had only $1k just three months ago," he recalls, highlighting the scrappy beginnings that paved the way for substantial growth. Canberk's professional journey continues to unfold with remarkable twists and turns, each chapter contributing to his steps in the techbook. A pivotal moment arrived as he joined Deepcrawl as a demand generation manager. Things went well—the team hit all of its targets every month which highlights the early successes that set the tone for his tenure. Tech, Turmoil and Triumph Canberk swiftly climbed the corporate ladder at Deepcrawl earning a promotion to the position of Head of Growth within six months. Reflecting on this period, he emphasizes the role of pressure in driving his performance. The journey took another exciting turn as he transitioned to Cognism assuming the role of Global Head of Paid Media. In an evidence to his capabilities, he achieved yet another promotion becoming the Group Global Head of Paid Media within eight months. His success in the UK tech landscape was acknowledged with the prestigious exceptional global tech talent visa. Canberk reflects on his diverse experiences, having witnessed the growth and Managing multiple roles, he took on responsibilities spanning product management, sales, marketing, and business analysis. The startup's success attracted the attention of venture capitalists but their vision differed from Canberk's. "They wanted to acquire Mowico, I knew that once your company is acquired by VCs, it will never be your company," he I hated my life as a lawyer-I hated the job, the clients, other lawyers. But tech was different; tech was me.” “

milestones of various companies. "I saw Cleanzy getting Series A, Mowico getting the seed and later being acquired, Deepcrawl getting Series B and B bridge, and Cognism getting Series C and D," he recounts. often demands conformity, tech embraced his individuality. Canberk's transparency about his neurodiversity was defining aspect of his narrative. He reflects on his school years, acknowledging, "I have never been the most popular kid at school—I was the odd, underachieving, nerdy kid, just like most of my coworkers." This honesty reinforces the idea that the tech industry thrives on diversity, welcoming individuals who don't fit traditional molds. His inclusive perspective shines through as he describes tech as a haven for those often labeled differently, "I truly believe that tech is reserved for people like me—the freaks, the weirdos, the misfits, the geeks, the dweebs, the dorks.” The Double-Edged Workday Advising, Innovating, Building Canberk had an amazing opportunity to work with different companies in different stages, ranging from one employee to 600 employees, from a $300 monthly budget to $15M. Once Cognism reached 600 employees, he realised it had become too big for him. However, as the tech companies he worked with reached substantial scales, Canberk recognized a personal truth. "My happiest times were when I was building everything from scratch," he admits. Canberk has an analogy that he uses all the time, the whale analogy: whales always need to be moving forward in the ocean. They always need to go to new places; if they stay in the same place, they die. He feels the same. He shares, "I need to be delivering all the time; if not, I feel suffocated.” Canberk's journey from law to tech brings forth valuable insights. " I truly hated my life as a lawyer—I hated the job, the clients, other lawyers. But tech was different, tech was me." The shift prompted a profound appreciation, "And since I've been on the other side, now I appreciate what I have more." The appreciation stems not only from the contentment found in tech but also from the contrast with his legal past. Despite the potential for long hours in tech, the experience differs significantly, "I used to work 18 hours as a lawyer and sometimes I still work 18 hours a day, but this doesn't impact me because I know what it felt like when I was a lawyer.” Transitioning from established enterprises to the realm of advising startups, Canberk shares his expertise with over fifty companies in the UK and the US. This mentorship extends to pro-bono work with charities and advisory roles. One notable startup in this journey is HockeyStack, which he joined as an advisory board member. Witnessing its remarkable growth, he recognizes it as his next adventure. "As of this month, I've joined HockeyStack as their Head of Growth to, once again, build everything from scratch," he announces, marking a new chapter in Canberk's journey. His story serves as an inspiration, illustrating the importance of staying true to one's passion, the willingness to take on new challenges and the perpetual quest for innovation in the ever-evolving tech realm. Canberk highlights another crucial aspect of his tech experience—the importance of double-checking. In a realm where meticulousness is often underrated, he emphasizes its significance, "That's what I taught my teams all the time for the first thing—always double-check before sending it to me." This seemingly basic principle, he asserts, holds unparalleled importance at scale offering a glimpse into the meticulous mindset that distinguishes the tech landscape. Diverse by Design I truly believe that tech is reserved for people like me-the freaks, the weirdos, the mists, the geeks, the dweebs, the dorks." ““ Canberk's journey is an evidence of resilience and self- discovery. Despite engaging in diverse pursuits, he acknowledges, "I never really excelled at any of it." At 22, a diagnosis of severe ADHD became a turning point with medication significantly impacting his life. He states, "My success at tech was partly due to Asperger's because this industry allowed me to be myself." In a world that

Innovating the Future Canberk's commitment to giving back to the community stems from his firsthand experiences navigating the challenges of the early career journey. "I've faced adversity because of what I studied, where I grew up, who I chose to work with and because of my undiagnosed (now diagnosed) neurodiversity," he reflects. Motivated by the need for understanding and guidance, Canberk outlines his plan to support others facing similar struggles. His vision unfolds in two impactful ways—a pro-bono accelerator program and teaching initiatives. "I want to help people in the early days of their careers," he declares. His first initiative involves establishing a startup program, aiming to work closely with first-time founders assisting them in product development and go-to- market strategies. His hands-on approach reflects his passion for startups, evident in his assertion that, "For me, it's never been about the positions, shares, or money, I just love startups.” I've faced adversity because of what I studied, where I grew up, who I chose to work with and because of my undiagnosed (now diagnosed) neurodiversity.” ““ Looking ahead, Canberk envisions a more profound impact through academia. "Secondly, I'm planning to go back to university in seven years, do my PhD and start teaching," he reveals. This future endeavor signifies a commitment to long-term contributions leveraging his extensive hands-on experience for the benefit of aspiring entrepreneurs. In a world often driven by success metrics, his focus remains steadfast on the essence of building and nurturing. "After that, I just want to focus on helping people like me, people who want to build," he shares, encapsulating a vision that transcends personal achievements emphasizing the enduring joy found in supporting and empowering the next generation of innovators. decision-making involves relying on data, "People are often mistaken and biased. You'll find the answers you need in data." When data is absent, he advises trusting one's instincts. He emphasizes the importance of self- scrutiny: "Always challenge your ideas before anyone else does." Canberk believes that consistent self-questioning leads to resilient concepts, concluding with a timeless truth, "And, hard work always beats talent.” Aspiring Entrepreneurs, Take Note In Canberk's perspective, navigating the complexities of

18 19 www.ciolook.com | January 2024 | www.ciolook.com | January 2024 |

26 www.ciolook.com | January 2024 |

A MarTech Perspective Personalization in Marketing P ersonalization has emerged as a crucial strategy for businesses seeking to build meaningful connections with their target audience. Gone are the days of generic, one-size-fits-all marketing approaches. Today, consumers expect personalized experiences that cater to their individual needs, preferences, and interests. In this article, we will explore the concept of personalization in marketing, its benefits, and how businesses can effectively implement personalized strategies to enhance customer engagement and loyalty. more likely to engage with the content and promotions offered. Personalization fosters a sense of connection, prompting customers to interact more with the brand. Higher Conversion Rates: Personalized marketing has been shown to boost conversion rates significantly. By presenting tailored offers and recommendations, businesses can increase the likelihood of turning potential customers into actual buyers. Enhanced Brand Loyalty: Personalized experiences contribute to building stronger relationships between brands and consumers. When customers feel a personal connection with a brand, they are more likely to remain loyal over time. Understanding Personalization in Marketing: Optimized Marketing Spend: Personalization allows businesses to allocate their marketing budget more efficiently. By targeting specific segments with personalized messages, companies can reduce wasted resources on reaching uninterested or irrelevant audiences. Personalization in marketing involves tailoring content, messages, and experiences to meet the specific needs and preferences of individual consumers. This goes beyond simply addressing customers by their first names in emails; it encompasses a deeper understanding of their behaviors, interests, and purchasing patterns. With the help of data-driven insights, businesses can create targeted and relevant interactions that resonate with consumers on a personal level. Benefits of Personalization Implementing Personalization Strategies Data Collection and Analysis: The foundation of personalization lies in collecting and analyzing customer data. This includes demographic information, purchase history, online behavior, and preferences. Advanced analytics tools can help businesses derive valuable insights from this data. Improved Customer Experience: Personalized marketing enhances the overall customer experience by providing content and recommendations that are more relevant to individual preferences. This, in turn, leads to increased satisfaction and loyalty. Segmentation: Once the data is collected, businesses can segment their audience based on common characteristics and behaviors. This segmentation allows for more targeted and relevant personalization efforts. Increased Customer Engagement: When consumers feel that a brand understands and values them, they are 28 29 www.ciolook.com | January 2024 | www.ciolook.com | January 2024 |

Personalized Content Creation: Tailor marketing messages, product recommendations, and content to suit the preferences of specific customer segments. This can be achieved through dynamic content, personalized emails, and targeted advertising. Automation and AI: Implementing automation and artificial intelligence (AI) technologies can streamline the personalization process. AI algorithms can analyze vast amounts of data to predict customer preferences and behaviors, enabling real-time personalization. challenges of individual target accounts, fostering deeper connections with key decision-makers. Customized Content for Stakeholders: B2B marketers create personalized content tailored to different stakeholders within a target organization. By addressing the unique concerns of executives, managers, and end-users, businesses can demonstrate a thorough understanding of their clients' needs. Personalized Sales Outreach: Personalization extends to sales outreach in B2B marketing. Sales teams leverage personalized communication, understanding the challenges and goals of the prospective client, to build trust and demonstrate the value of their products or services. Multichannel Personalization: Extend personalization efforts across various marketing channels, including social media, email, website, and mobile apps. Consistent personalization across these channels creates a seamless and cohesive customer experience. Future Trends in Personalization Ethical Considerations in Personalization Hyper-Personalization: The future of personalization lies in hyper-personalization, where businesses leverage advanced technologies like AI and machine learning to deliver even more granular and individualized experiences. Transparency and Consent: It is crucial for businesses to be transparent about their data collection practices and seek explicit consent from customers before utilizing their data for personalization. Respecting customer privacy builds trust and enhances the ethical standing of the brand. Voice and Conversational Interfaces: With the rise of voice-activated devices, personalization will extend to voice interactions. Brands will need to optimize their strategies for conversational interfaces to deliver personalized experiences through voice commands. Avoiding Discrimination: Personalization algorithms should be designed to avoid discriminatory practices. Biases in data or algorithms could result in unfair targeting or exclusion of certain groups. Regular audits and adjustments are necessary to ensure fairness. Augmented Reality (AR) Personalization: AR technology will enable businesses to provide personalized, immersive experiences. For instance, customers might be able to virtually try on clothing or visualize products in their own spaces before making a purchase. Real-time Personalization: Real-time personalization, driven by AI algorithms, will become increasingly prevalent. Businesses will be able to adjust content and recommendations in real-time based on user interactions, ensuring the most relevant and timely experiences. The Role of Personalization in B2B Marketing Account-Based Marketing (ABM): In B2B marketing, personalization often takes the form of account-based marketing. Businesses tailor their marketing strategies and content to address the specific needs and 30 www.ciolook.com | January 2024 |

Kerry Dawes 32 33 www.ciolook.com | January 2024 | www.ciolook.com | January 2024 |

34 www.ciolook.com | January 2024 |

Wilasinee Parnurat Country Manager BATA Thailand I n the vibrant realm of Retail Apparel and Fashion, where every step counts in leaving an indelible footprint on style, innovation and customer satisfaction, Wilasinee Parnurat is an emerging figure who embodies the essence of this dynamic industry. As the Country Manager for Bata Group Thailand, a prominent division of the company, Wilasinee's leadership is underscored by an innate ability to harmonize the legacy of Bata with the evolving demands of modern fashion, resulting in an enchanting array of footwear options that resonate with Thailand's style-conscious populace. Let's delve into the journey of Wilasinee—poised to witness a captivating blend of tradition and modernity, craftsmanship and trendsetting—all while walking in step with the ever-evolving aspirations of the global fashion community! Brief our audience about your journey as a Marketing leader to your current position at Bata. What challenges have you had to overcome to reach where you are today? After spending more than 14 years in the beauty industry at Unilever, L'Oreal and Yves Rocher, I joined the Bata group in July 2022. With a high ambition to lead the team of this long-standing heritage company and one of the most familiar brands in the market to stay more competitive and in tune with times and consumer shifts. Her localized perspective, coupled with global expertise, ensures that Bata resonates with the hearts and souls of diverse communities worldwide. With a deep-rooted understanding of the industry's intricacies and an unyielding passion for footwear, Wilasinee brings an unparalleled vision to lead the company. 36 37 www.ciolook.com | January 2024 | www.ciolook.com | January 2024 |

It needed work to be done to take the brand from 'awareness' to being at the top of mind, leveraging the iconic legacy that evokes everyone's strong sense of nostalgia. We are still in the process of this transformation but the initial results have been very promising. share my experiences and knowledge through various seminars, forums and workshops. By sharing my learnings, I hope to contribute to the industry's collective understanding and adaptation to the rapidly evolving digital marketing landscape. Together, we can overcome the challenges posed by the pandemic and emerge stronger and more prepared for the future. broken size or out of stock of some collections in that specific store to locate in real-time. This provides help with the available stock location and accommodates the purchase to ship the item in demand directly to the shopper's home address What, according to you, could be the next significant change in the global marketing industry? How is Bata preparing to be a part of that change? In addition, selected as the Country Manager for Bata Thailand as the first local and first woman to hold the position since its establishment in 1929. Although not easy, I am truly excited and immensely proud to have a chance to challenge pre-conceived notions to serve as a living testament, breaking the stereotype and unconscious bias around gender roles. Describe in detail the values and the work culture that drives you and your organization. One trend is clear—social responsibility, ethics and transparency matter to modern consumers. Having said that, I believe we will see more companies prioritize social responsibility as part of their strategy. Survival of the fittest has always been our motto, emphasizing the need to be agile and flexible in the face of challenges and constant changes. This is particularly important when we have a team with a high degree of diversity as part of this transformation agenda. We foster a 'One team' mentality to overcome obstacles, leverage our strengths and achieve our goals more efficiently. Tell us something more about Bata and its mission and vision; how does Bata thrive towards enabling advancements in the dynamic business arena? We already witnessed many more companies have begun to pivot social media strategies to focus more on inclusive initiatives, promotions and offerings while highlighting causes or missions they support. Bata—the rich heritage brand with almost a century as an integral part of the Thai footwear market—has been a trusted provider of high-quality footwear to a wide range of consumers, particularly renowned for its school shoes and comfortable sandals. With the accessible price point, along with a wide distribution footprint, Bata has established the name well among Thai consumers for a very long time. Although this might not sell products immediately, showing a sense of social responsibility is still both thoughtful and effective. For Bata, we have been conducting the Bata Children Program (BCP) all along to support underprivileged children to be able to make their first steps in their lives stronger. Where do you envision yourself to be in the long run and what are your future goals for Bata? In line with our commitment to growth and innovation, we have embraced the mindset of 'fail fast and learn fast'. We encourage everyone in the organization to be bold and try new initiatives—taking calculated risks and if it fails moving to the next one fast. Simultaneously, we also emphasize the importance of extracting valuable lessons and insights, allowing us to continuously improve and iterate. Nevertheless, the brand recognizes the need to address challenges in its perception and brand image to associate only amongst mature consumers and is now required to evolve. It includes crafting the communications with a sharper positioning, enhancement of the product portfolio and a newly defined consumer journey to ensure the best experience across touchpoints. ““ Undeniably, technology is playing a significant role in almost every sector. How are you leveraging technological advancements to make your solutions resourceful? My ambition for Bata Thailand is crystal clear. I want to lead the team to reach the highest recorded sales in these past almost 100 years and to get the brand back to the No. 1 market leader once again. Do not jump into investing in automation tools so quickly if you are not confident in the human resources or the proper process in the organization yet. What would be your advice to budding leaders who aspire to venture into the marketing industry? We have intensively utilized technology and automation tools to help boost efficiency, streamline workflows and simplify collaboration. Two obvious ones amongst the rest would be CRM tools as one of our priorities is to retain the loyal consumers who have been long-term fans, staying with the Bata brand for a long period while we are acquiring the new potential ones. CRM automation does help us to understand much clearer on the insight and to develop the proper journey for the best offers to the right segments. Enlighten us on how you have been impacting the sector through your expertise in the market. Do not jump into investing in automation tools so quickly if you are not confident in the human resources or the proper process in the organization yet. A machine is still a machine. We will only get the full maximum benefit if we have the right users. The COVID-19 pandemic rapidly accelerated a marketing digital transformation and led consumers and businesses to radically alter behaviors and strategies. All of us in the industry had to respond to these changes by investing heavily in digitally transformed marketing technologies, expertise and practices to stay relevant and thrive in this new era. My proven case of successfully steering the brand has provided me with valuable insights and learnings that can benefit others in the market. I have had a chance to And be bold! The doors will be opened to those who are bold enough to knock. Time is more precious thing so let's not waste too much time overthinking yet should be bold on any initiative. Another one would be the tool that helps us achieve the real omnichannel more effectively. It's called the Instore sales (ISS) platform under the commercial name "You Shop, We Ship", which helps us to serve the shoppers at the offline stores that face the problem of 38 39 www.ciolook.com | January 2024 | www.ciolook.com | January 2024 |

A Historical Perspective The Evolution of MarTech I n this fast-growing world, technology is on the rise with a plethora of innovations. As a result, we can experience improvement in the various industries globally through advanced tools that are drastically improving. Sooner or later, the new and evolving trends in technology will diversify the marketing industry. The current background of MarTech aids with a gamut of marketing activities, including marketing attribution, content management, and customer relationship management. Technology has managed to provide the industry with every essential requirement. So far, technology has transformed marketing by making campaigns more personalized and efficient and has created a more integrated system for the customers and the marketers. New emerging trends in the technology in marketing have infused the infrastructure and the systems on which the companies are built, giving value to the procurement, and adding to the bottom line. Martech has introduced engaging ways between brands and customers. This is the crucial reason why marketers require the correct tools and understand the fundamentals of technologies towards business goals. Looking at a scenario around a few years back, this was a critical task to execute as MarTech was in the infancy phase with few tools available at its fingertips. The marketing industry had a massive development when the software-as-a-service model was introduced. Later, CRM systems developed and increased their efficiency. Since then, many tools have been introduced and catered to diverse companies with various marketing roles. The rapid growth of martech empowered marketers to automate, enhance, and reorganize many characteristics of their day-to-day marketing activities. 40 41 www.ciolook.com | January 202 | 4 www.ciolook.com | January 2024 |

As technology upgrades to new zeniths, brands are adopting new standards, setting up contemporary trends with the customers with their loyalty and transaction history. It was a challenging task before these martech tools existed. It is the effect of the technology that marketers can now look at the insights and data related to a particular field provided by people, and marketers can see that if the people are clicking ads and getting distracted by an inaccurate call to action (CTA). enhanced automation that marketing companies could apply for task execution, and marketing professionals can rectify the tools for the marketing analysis with creative and innovative experiences that can drive the engagement and provide value towards the prospect and customers. It will also provide them with the following capabilities: Attribution: The ability to understand how every marketing and sales investment is impacting customer retention, customer values, and acquisition. Ÿ With this data, marketers can make the required changes, observe the results, gain efficiency, and implement their marketing strategies accordingly. Also, they can continue to refine and personalize their content. The more relevant their messages, their customers are going to engage in a conversation, which eventually can lead to a good connection between the marketer and its customer. Real-time data monitoring: Observe every interaction and activity in real-time rather than wait longer to generate appropriate reports to optimize marketing efforts. Ÿ Easy communication: Marketing professionals can speak to their customers via a medium or channel through an integrated system. This can reduce the efforts and time required for this process. Ÿ The tide will soon change, from software to enhanced all-in-one solutions that will empower new tools and coordinate the teams altogether. Martech is quickly catching up with the developing businesses. On the other hand, innovation in digital marketing technology is on the climb sharply as frameworks and technologies make it easier to build, integrate, and operate platforms. Ÿ Enhanced intelligence: Through the new, improved machines that can analyze, summarise, personalize, and execute the right message to the right time and place for their customers, marketers can execute this process in a brief time, with improved accuracy. Ÿ Improved monitoring: With these systems, the marketers can observe every interaction and serve their customers as per the requirement, through an effortless process, with improved efficiency and productivity. Codeless platforms are on the rise now, which is enabling non-developers to build and scale their solutions. This is an accessibility of the martech with enhancements for the innovative marketing platforms with advanced features and progressive capabilities. Fresh marketing solutions and platforms pop up every day, as these solutions are built with personalization options. Thrusting the Constraints With the MarTech leading the marketing industry into a development era, it is for sure to experience the latest trends and high-end tools to act and redefine the structure of the sector significantly over time. Additional usage of artificial intelligence (AI) and high- end automation platforms can generate the precise information and data required to enhance the marketing efficiency and insights on the overall buying journey. This helps the companies manage and find out where to put efforts and what would be the outcome of acquiring new customers. As these systems will get smarter over time, as an advantage, they will offer 42 www.ciolook.com | January 2024 |

www.ciolook.com

Top 10 Visionary Leaders Leading the MarTech Revolution in 2024

Top 10 Visionary Leaders Leading the MarTech Revolution in 2024

Presentation Transcript

LEADING THE REVOLUTION

Leading Leaders Coaching Cell Leaders

…leading the revolution

Leaders in the Quality Revolution

Leaders of the Revolution

Visionary Leaders In the Library

LEADING THE LEADERS

Leaders of the Scientific Revolution

Leading the Waste Revolution

Leading Volunteer Leaders

Leaders of the Scientific Revolution

Top 10 Leading Causes of Death in the U.S

World’s Visionary Leaders Making an Impact in 2023

Join the Top Leaders - Partnership Leaders

The top 10 women leading the martech revolution in 2023

MarTech trends 2024

Final file - Top 5 Visionary Leaders to Watch in Healthcare Industry 2023

The Most Visionary Leaders Transforming Education Sector, 2023

Top 10 Industry Leaders in Microalgae Market

Top 10 Best Vape Flavors in 2024

Top 10 Cryptocurrencies to Explode in 2024

Top Visionary Women Leaders Revolutionizing the MedTech Evolution in 2024