The 10 Most Influential Women In Marketing 2023

www.insightssuccess.com VOL-06 | The ISSUE-05 | 2023 Influential Most Most 1 Online Presence Branding in the Digital Age Women Women in Marketing Personalization in Marketing Creating Tailored Experiences for Customers Cheryl Guerin Executive Vice President Mastercard Cheryl Shaping the Future of Marke?ng with Technology and Humanity

Ambition is the spark that Ignites the fire within ambitious Women

igital transformation has unravelled some of the skills, experiences, and accomplishments that have unique, modern, simplified and yet well-organized contributed to their recognition as some of the most D D ways in every business sector. Communication has influential figures in marketing. Their vision, creativity, and become more specific, targeted, fast, widespread, far- unwavering dedication have propelled them to the forefront reaching, and effective with the crucial role of technological of the industry and have enabled them to make a lasting applications. For instance, if we take a look at marketing impact on the way we perceive and engage with brands. and advertising these days. Its all-digital. Modern entrepreneurs have shifted them from traditional mass- As we explore the profiles of these remarkable women, we centric generic advertising mediums to smart and effective will witness their remarkable journeys, highlighting their digital marketing. notable achievements, successful campaigns, and the initiatives they have championed. Through their efforts, Dynamic and responsive e-commerce websites that are the they have not only achieved remarkable personal success new business address offer a unique window of seamless, but have also paved the way for future generations of safe and sleek methods of transacting. The typical visiting women in marketing. Train skill. cards have been replaced with digital cards equipped with smart QR code that opens a complete digital avenue for the Let’s delve into the stories of these ten influential women prospects. E-mails are the core basic threads of who have left an indelible imprint on the marketing world communication that are enabled to transfer higher volumes in 2023. Through their exceptional contributions, they have of data instantly. On the brighter side, online advertising become beacons of inspiration, pushing the boundaries of and promotions have been offering massive reach, control, marketing and shaping the future of the industry. feasibility and flexibility in communication. Flip through the Pages and have a Delightful Read! In the dynamic world of marketing, there are individuals who stand out for their exceptional leadership, innovative strategies, and profound impact on the industry. As we delve into Q3 of the year 2023, we witness the rise of numerous influential women who have redefined the field Exploring the Exploring the and left an indelible mark on the marketing landscape. Insights Success celebrates the achievements of the 10 exceptional women who have become trailblazers, thought leaders, and change agents in the realm of marketing. They Aspects th Aspects th A Ab bh hi is sh he ek k J Jo os sh hi i have shattered glass ceilings, transformed brands, and inspired countless professionals around the globe. From pioneering digital strategies to championing diversity and Abhishek Joshi sustainability, these women are reshaping the way businesses connect with their audiences. Define Innovion Define Innovion The 10 Most Influential Women In Marketing, 2023, features innovative leaders who possess a unique set of

Contents C X O Cov 28 22 Story 14 Andrea Sengara 14 Reaching consumer's hearts, minds and 'spirits' 08 Roshni Wijayasinha 28 A Visionary Breaking Barriers and Building Empires C X O Elaine Mulan 22 A r t i c l e s Cheryl Cheryl Online Presence Shaping the Future of 24 18 Branding in the Digital Age Marketing with Technology and Personalization in Marketing Humanity Creating Tailored Experiences for Customers Guin Guin

Company Name Featured Person Brief Andrea serves as an active industry volunteer to share and learn Andrea Sengara Campari Group best practices & emerging trends because of her passion for Editor-in-Chief Head of camparigroup.com marketing, innovation, people development & digital Marketing - U.S. Merry D'Souza transformation. Carmen offers Digital Operations and MarTech system Carmen True Deputy Editor Executive Editor Assistant Editor delivery, ensuring a unified customer experience across Qualcomm Vice President qualcomm.com and Qualcomm's ecosystem of digital qualcomm.com Abhishek Joshi Jenny Fernandes Anish Miller Marketing touchpoints. Cheryl Guerin is responsible for the overall stewardship, Art & Design Director Associate Designer Visualizer Cheryl Guerin innovation and activation of the global Mastercard brand as an Mastercard Executive David King Ankita Pandharpure Revati Badkas Executive Vice President of Brand, Advertising, Media, Digital mastercard.com Vice President Marketing and Research. Senior Sales Managers Business Development Manager Elaine is a B2B marketing leader, with 20+ years track record Elaine Mulan in financial software technology (FinTech) marketing, Head of Marketing Corlytics Sihanee M., Rouniyar A. Tim, Saurabh Mane designing and delivering results orientated marketing & Business corlytics.com programmes, built on identified marketing strategies. Development Marketing Manager Sales Executives James M. Joe, Gaurav Gurav Jamie Moldafsky Jamie is a seasoned marketing and communications Chief Marketing Nielsen professional with invaluable expertise, which she has gained and Communications nielsen.com over 30 years across a range of industries. Officer Technical Head Business Development Executives Jacob Smile Steve, Joe Jennifer has extensive global industry experience and a proven Jennifer Saenz Albertsons Companies track record of driving growth through marketing, analytics, EVP, Chief albertsonscompanies.com and product innovation, all grounded in a deep understanding Merchandising Officer Technical Specialist Digital Marketing Manager of the consumer. Dominique T. Prachi Mokashi Laura is a marketing and leadership consultant with global Laura Elkins Advent International experience across consumer packaged goods, luxury fashion Operations Advisor Research Analyst SME-SMO Executive adventinternational.com and cosmetics brands. of Marketing Frank Adams Sagar Lahigade Pam is a CMO and CEO and a self-admitted geek in love with Marketing Nutz Pam Moore Database Management the art, science and organic intersection of humans and Technology Consultant Circulation Manager pammarketingnut.com CEO and Founder technology. Stella Andrew David Stokes Robert Brown sales@insightssuccess.com Roshni is a trusted marketing leader with over 17 yrs of Prosh Marketing Roshni Wijayasinha March, 2023 progressive experience helping companies bring brands and proshmarketing.com CEO products to market. Stacy Stacy has a strong talent for building brand awareness and Follow us on : www.facebook.com/insightssuccess/ www.twitter.com/insightssuccess Mcdonald-Mickey Adare Pharma Solutions adept at penetrating mixed markets across diverse media Head Of Global adareps.com We are also available on : channels. Marketing Copyright © 2023 Insights Success, All rights reserved. The content and images used in this magazine should not be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without prior permission from Insights Success. Reprint rights remain solely with Insights Success.

Cov Story Cheryl Cheryl Guin Guin Shaping the Future of Marketing with Technology and Humanity Cheryl's passion for learning and skill collecting is evident as she expresses how critical Cheryl Guerin Executive Vice President it is to drive success for the Mastercard brands they work for and lead their teams.

The 10 Most Influen?al Women in Marke?ng 2023 ith over two decades of experience in the business, joining Mastercard. It was there that Cheryl began marketing program with Stand Up To Cancer over a decade marketing industry, Cheryl Guerin has to make her mark. Her experience managing partner ago, which has generated over $65MM in donations to W established herself as a leader committed to marketing opportunities and integrated promotions support cancer research and led to several FDA-approved inspiring business decisions, new offerings, and programs with their sponsorship properties was invaluable. drugs. communications across the company. As an Executive Vice But the turning point in her career came when her boss President at Mastercard, Cheryl drives the company's pushed her out of her comfort zone and into the digital But Cheryl's desire to do good doesn't stop there. She global marketing efforts and brand strategy. Her expertise marketing world. recognized a pain point for transgender and non-binary and leadership have helped Mastercard establish itself as a individuals with legal names displayed on their payment purpose-driven brand committed to creating a more Cheryl is a key member of the Mastercard team that’s cards that didn't align with their identity. To address this inclusive and sustainable world. helping shape the future of marketing. She went on to lead issue, Cheryl's team introduced the True Name feature, US Marketing, pivoted to Product and Services for North enabling individuals to have their chosen name printed on With a deep understanding of the power of human America, and then became Credit Product lead globally. the card, providing a sense of pride and ownership while connection and the importance of authenticity in marketing, Returning to North America, Cheryl managed Marketing & ensuring their safety and privacy. This innovation has Cheryl has been instrumental in shaping the company's Communications. She launched an offering that she is proven successful, with True Name now available in over approach in Human-to-Human marketing. Her contributions incredibly proud of, True Name. Cheryl now leads the 40 countries. to the industry have been recognized with numerous awards Global Brand Strategy, Digital Marketing, Advertising, and accolades, cementing her reputation as a visionary Media & Insights functions. Her journey has been full of Cheryl's passion for making a positive impact has benefited leader and a trailblazer in marketing. new opportunities and skills to add to her already society and her company's brand and business growth. Her impressive repertoire. Cheryl is excited about what the employees are proud of the work they do and the impact Let us understand her exciting journey in-depth. future holds! they are making on the world. Cheryl's commitment to using her marketing skills as a superpower to do good is A Remarkable Journey The Shifted Times priceless and inspiring to many. Cheryl has had a fantastic journey in her career! Her Cheryl was ecstatic to reflect on her journey and how far The Core Values passion for marketing and advertising began in college she had come in her career. She remembered how things when she participated in the American Advertising were different when she started working at an ad agency. Mastercard prides itself on having a culture centered around Federation student competition. After college, Cheryl joined Men were automatically given roles with clients or in new decency. While many are familiar with the impact of the ad agency side of the business, gaining experience business development. At the same time, women with the intelligence quotient (IQ) and emotional quotient (EQ) in working with many companies. Soon after having her first same qualifications were assigned administrative positions. the workplace, the company places equal importance on child, she made a significant move to the brand side of the Despite encountering blatant gender bias, Cheryl refused to what they call the "decency quotient" (DQ). This focus on let it deter her and worked hard to prove her worth. Her DQ creates a safe and respectful work environment where efforts paid off, and she was promoted within a year—this employees can do their best work. Mastercard believes valuable lesson of constantly pushing to do more stuck with everyone should be treated with the same respect and her throughout her career. At Mastercard, Cheryl found a consideration they would like to receive. This approach is a culture aligned with her inclusion and equal opportunity core value of the company and a unique selling point that values. She is thrilled to say that women at Mastercard earn sets them apart from its competitors. Overall, they take the same as men and is proud of the programs they created great pride in the company's commitment to decency. Cheryl's passion for such as Girls4Tech and the Strivers Initiative. Cheryl marketing has provided her spearheaded the Stivers Initiative, which aims to provide Sailing with Technology support to women-owned small businesses in the U.S., with with not only a successful a focus on underserves businesses owners. The impact of technology on the marketing function at career but also a way to Mastercard has been immense, according to insiders. The The Significant Impact company has embraced innovation and has been able to make a positive impact make a positive difference in the lives of consumers and on society. Cheryl's passion for marketing has provided her with not businesses worldwide. As technology continues to shape the only a successful career but also a way to make a positive future, the company is focused on building authentic impact on society. Throughout her career, she has launched connections with the communities they serve, emphasizing programs that have changed lives and made a significant the human approach. The recently launched Mastercard difference in the world. One of her most notable Artist Accelerator is a prime example of the company's achievements was establishing a partnership and cause dedication to combining technology with a people-centric

approach. The program teaches musicians how to create, collaborate and monetize their work in the digital age, using cutting-edge tools like NFTs, Blockchain, and an AI- generated music studio. By using technology to connect people with their passions and purpose, Mastercard is setting a new standard for the marketing industry. Global Global Global The marketing industry has experienced significant changes Cheryl plays a vital recently, and Cheryl has been excited to be part of this role in shaping transformation. The shift towards digital marketing and the Subscription demand for experiential marketing has revolutionized the Mastercard’s marketing industry. However, the most thrilling aspect for Cheryl is Choose future. the importance of purpose-driven marketing. Consumers are still looking for more than just buying products; they Excellent want to support brands that align with their values. As a result, marketers have a crucial role in authentically conveying the company's socially reasonable efforts to their Choose customers. Cheryl recognizes that marketing is a vital component of a company's success, as it helps build trust Insights. with customers and drives revenue. Heading into the Future Cheryl's passion for learning and skill collecting is evident as she expresses how critical it is to drive success for the brand one works for and use it as an example to lead ones team. Cheryl's desire to pay it forward by mentoring and supporting others in their careers is also important to her. She draws inspiration from her mother, a math teacher who ran a "College Now" program in the South Bronx, inspiring many to continue their education. Cheryl aims to follow in her mother's footsteps by doing good with purpose-driven innovations and participating in nonprofit boards that support the marketing industry and charitable organizations. Her ultimate goal is to spend more time with her husband, two sons, and friends, which she says is priceless to her. Cheryl is a firm believer in the power of Human-to-Human marketing. As a marketer, she knows that connecting with people personally is the key to success, regardless of whether it's B2B or B2C. For Cheryl, being authentic and bringing a human touch to everything she does is good for business and creates a positive working environment. Her guiding principle is simple: we are all human, and by recognizing this, we can build stronger connections with each other, drive innovation, and achieve better outcomes. Cheryl leads by example, bringing her true self to work daily and inspiring her colleagues to do the same.

The 10 Most Influen?al Women in Marke?ng 2023 Reaching consumer's Andrea hearts, minds and 'spirits' Sengara s a seasoned global marketing leader, Andrea Below are the excerpts from the interview: Sengara is passionate about the opportunity to A unleash the potential of brands and people – and is Tell us something more about Campari Group and its fortunate to be able to do that every day with the great mission and vision; how does your company thrive people at Campari Group. towards enabling advancements in the dynamic business arena? She joined Campari America in 2020 with more than two decades of experience within the beverage alcohol industry We are a humble and hungry organization filled with in senior leadership roles across Diageo, Combs passionate brand builders who work hard to ensure our Andrea Sengara Enterprises, and Moët Hennessy LVMH. globally iconic brands are at the heart of consumer Head of Marketing U.S., celebrations worldwide. We value creative thinking, open- Campari Group She enjoys connecting her brands with culture in powerful mindedness, curiosity, and commitment, strong learning new ways, pushing boundaries, uncovering and leveraging agendas and a test-and-learn environment. insights, and launching innovative strategies that ignite transformational growth. We share knowledge and best practices across the organization, inspiring each other to challenge the status Currently, she oversees all facets of marketing for Campari quo in pursuit of excellence, all with the spirit of Group’s premium portfolio of 30+ brands in the US, such as collaboration. Aperol®, Campari®, Espolòn Tequila®, Grand Marnier®, Enlighten us on how you have been impacting the F&B SKYY Vodka® and Wild Turkey® – from data & insights sector through your expertise in the market. to experiences, communications, innovation & digital transformation. Impact used to be about channel disruption, but now the Her recipe for success is simple: Build trust with colleagues focus is integrating organically into the stream of culture. In & stakeholders, be curious about all parts of the business to addition to Campari having two of the top 10 cocktails in build holistic management acumen, search out diverse the world (Negroni and Aperol Spritz), the Negroni perspectives to inform your decision-making, and actively Sbagliato was the top trending cocktail in Google searches pursue new ways to engage with consumers and customers to surprise and delight them. She is a big believer in bringing diverse perspectives into industry leadership circles, putting inclusivity at the heart of Embedding our brands into the all that she does. This is the cornerstone of how she approaches brand building to deliver transformational cultural zeitgeist in an authentic results in the marketplace. and relevant way is a big part of the In an interview with Insights Success, Andrea shares work our Marketing team does. “ “ valuable facts highlighting her professional tenure and the journey so far in the modern business arena. June 2023 | 14 | www.insightssuccess.com June 2023 | 15 | www.insightssuccess.com

Lastly, we believe that pragmatism and working together to bring unique perspectives to every table (across departments, regions, and countries) allows us to avoid silos as we move together in the same direction to achieve our shared goals. Undeniably, technology is playing a significant role in almost every sector. How are you leveraging technological advancements to make your solutions resourceful? Technology plays a significant role in the lives of our consumers, customers, and employees. In the B2B space, we work closely with our distributor partners in support of digital ordering solutions for retailers, providing operators with more flexibility. Through multiple digital channels, we now have a better view of the industry landscape, more often enabling faster, more informed decision-making. In the B2C space, we are actively working with numerous tech partners who help us reach out to consumers more efficiently and effectively. Overall, the role of digital interactions, including social media, owned content and e-commerce, has exploded in the last few years - we are active across all these channels in an effort to seamlessly curate exceptional experiences for our consumers across all of our brands. What, according to you, could be the next significant change in the global F&B sector? How is your company preparing to be a part of that change? I see two primary things driving change in the global Where do you envision yourself to be in the long run, in the U.S. last year, fuelled by the viral TikTok video Describe in detail the values and the work culture that beverage alcohol industry: consumer preferences and and what are your future goals for Campari Group? featuring House of Dragons stars Emma D’Arcy and Oliva drives your organization. technology. We anticipate consumer tastes will continue to Cooke. If you’ve watched season two of HBO’s White drive more flavor innovation, everything from the growth of My focus is continuing to build our brands in culture and Lotus, no doubt you noticed how frequently – yet naturally We’ve always referred to ourselves as “the smallest big flavor-complex spirits like tequila, mezcal and premium creating meaningful, long-lasting connections with – Aperol Spritzes were integrated into the majority of company in the spirits industry, building iconic brands and whiskies to the introduction and growth of new formats and consumers. Campari Group has several globally iconic episodes. Embedding our brands into the cultural zeitgeist superior financial returns, together with inspired and categories altogether. brands with Aperol®, Campari®, Grand Marnier®, in an authentic and relevant way is a big part of the work passionate Camparistas.” Espolón® Tequila to name a few; where we are just our Marketing team does – from partnerships with the Technology and an evolving media landscape will continue beginning to scratch the surface with fandom in the U.S. Screen Actors Guild Awards with Campari, Coachella with We bring that philosophy to all that we do as an to push boundaries on how brands reach and engage with Aperol, the Ocean Foundation with SKYY Vodka and organization. We value developing and rewarding consumers. Digital marketplaces with more robust data What would be your advice to budding entrepreneurs NASCAR on Cabo Wabo Tequila to The Longbranch employees that work with the utmost respect and will unlock new connection points for our brands and help who aspire to venture into the F&B sector? Ranch in Texas, we bring our brands to audiences in transparency by ensuring that fairness, honesty, and us reach more of our target audiences. distinctive ways that add value to their experiences. I am consistency are guiding lights for our employees’ Don’t be afraid to lead. It can be easier to follow someone also a big champion of digital acceleration and integration professional careers. Campari Group has several specialists across the globe, else’s path of what appears to be right, but it can be more across our business – working across Sales, Trade enabling our digital acceleration agenda to result in added rewarding to blaze your own path forward. Marketing and Brands to make it as easy as possible for As a company, we’re passionate about our brands and go growth opportunities for our brands. consumers to discover, experience, enjoy and purchase us, the extra mile to create a positive experience for our both on and offline. consumers, customers and partners every day. June 2023 | 16 | www.insightssuccess.com June 2023 | 17 | www.insightssuccess.com

Online Presence Branding in the Digal Age n today's fast-paced and interconnected world, the digital age has revolutionized the way businesses operate and interact with their customers. I One aspect that has undergone significant transformation is branding. In this article, we will explore the key elements of branding in the digital age and discuss strategies that businesses can employ to create a strong and effective brand presence in the digital landscape. Understanding the Digital Landscape: The digital age has brought about a multitude of platforms and channels through which businesses can reach their target audience. From social media platforms like Facebook, Instagram, and Twitter to search engines and mobile applications, businesses have numerous opportunities to engage with their customers. It is crucial for brands to understand the digital landscape and identify the platforms that align with their target audience and business objectives. Consistency Across Channels: With the proliferation of digital channels, maintaining consistency across all touchpoints has become vital for building a strong brand. Brands should ensure that their messaging, visuals, and overall brand experience are consistent across websites, social media profiles, emails, and other digital channels. This consistency helps in reinforcing the brand identity and creates a cohesive experience for customers. Building Authenticity and Trust: In the digital age, consumers have become more discerning and seek authentic and trustworthy brands. Businesses should focus on building authenticity by sharing their brand story, values, and purpose with their audience. Leveraging user- generated content and testimonials can also enhance credibility and foster trust. Brands that are transparent and responsive to customer feedback can build stronger relationships and loyalty in the digital space. June 2023 | 18 | www.insightssuccess.com June 2023 | 19 | www.insightssuccess.com

Personalization and Customer Engagement: age. Brands should focus on creating valuable and relevant content that addresses the needs and interests of their target Digital platforms provide businesses with vast amounts of audience. This can include blog posts, articles, videos, data about their customers. Leveraging this data, brands can infographics, and podcasts. Sharing valuable content helps personalize their marketing efforts and deliver tailored in positioning the brand as a trusted resource and drives experiences to individual customers. Personalization can be organic traffic to digital platforms. achieved through targeted email marketing, personalized website experiences, and personalized advertising Mobile Optimization: campaigns. Additionally, engaging customers through interactive content, contests, and social media interactions With the increasing use of smartphones, brands must can strengthen the brand-customer relationship. prioritize mobile optimization to deliver seamless experiences to their mobile users. Mobile-friendly websites, Influencer Marketing and Brand Advocacy: responsive design, and mobile apps are essential for providing a smooth and convenient user experience. Brands Influencer marketing has become a powerful tool for brands that neglect mobile optimization may risk losing potential in the digital age. Partnering with relevant influencers who customers who expect fast and user-friendly mobile align with the brand's values and target audience can help interactions. amplify brand messaging and reach a wider customer base. Additionally, cultivating brand advocates among customers Data Analytics and Insights: can lead to organic word-of-mouth promotion and increased brand loyalty. Brands should identify and nurture Data analytics plays a crucial role in understanding customer behavior, preferences, and the effectiveness of relationships with influencers and brand advocates to branding efforts. Brands should leverage data analytics expand their digital reach. tools to gain insights into customer interactions, website traffic, social media engagement, and conversion rates. Embracing Innovation and Emerging Technologies: These insights can help in making data-driven decisions, refining branding strategies, and optimizing digital Technological advancements continue to shape the digital marketing campaigns. landscape, and brands must embrace innovation to stay relevant. Augmented reality (AR), virtual reality (VR), chatbots, and voice-activated devices are some of the Online Reputation Management: emerging technologies that brands can leverage to create unique and immersive brand experiences. By staying In the digital age, brand reputation can be easily influenced abreast of the latest trends and adopting innovative by online reviews, ratings, and customer feedback. Brands solutions, brands can differentiate themselves and captivate should actively monitor and manage their online reputation their audience. by promptly responding to customer reviews and feedback, both positive and negative. Addressing customer concerns Social Media Engagement: publicly showcases a brand's commitment to customer satisfaction and can help in mitigating the impact of Social media platforms play a significant role in shaping negative feedback. brand perception and customer engagement. Brands should actively engage with their audience by responding to Branding in the digital age requires a comprehensive comments, messages, and mentions. Creating meaningful understanding of the evolving digital landscape and the and authentic conversations on social media helps in ability to adapt to changing consumer behaviors and building a loyal community and generating positive brand preferences. By focusing on consistency, authenticity, associations. personalization, and innovation, brands can create a compelling digital presence that resonates with their target Content Marketing: audience. Embracing the digital age presents both challenges and opportunities, and businesses that Content marketing is a powerful tool for building brand proactively navigate this landscape are poised for success in authority and establishing thought leadership in the digital the ever-evolving digital world. June 2023 | 20 | www.insightssuccess.com

CXO being replaced by digital access via smart phones. Today, approach to AI regulation” is a good example of the balance Head of Marketing & Business most digital transactions are still connected to the banking that regulators are seeking to strike with a regulatory Development CORLYTICS system and are moving currency around be it pounds, framework that makes innovation easier. These new legal dollars or euros – in other words tap your phone on the and regulatory requirements are constantly evolving as payment pad to pay for your flat white. But emerging technology innovates and changes and impacts the bottom technologies now offer another way of paying for that flat line as well as other areas of a firm’s business, such as Elaine white, that is cryptocurrencies - and once again we can see cybersecurity and data privacy. As the laws change, so do how the financial services sector is shifting. With this shift the regulatory compliance standards and obligations from comes another, a shift in regulation and the balance to be regulators. Regulatory compliance can seem like a moving struck between supporting innovation within the sector target that never stops changing, particularly when it comes Mullan while protecting consumers and avoiding systemic risk. to newer technologies like blockchain and cryptocurrency, which have been evolving rapidly and regulators are now We love the idea of progress and innovation, but we’re not trying to establish what best regulatory practice looks like always keen on change. Change is hard. The process of in this area. We are yet to see a coordinated global change is hard. Business leaders can enjoy the ease of approach,however, the EU has taken an important step email over typed and posted letters, of clicking and setting towards the creation of a comprehensive digital asset regulatory framework as set out in the Markets in Crypto up meetings on digital apps rather than trading voicemails, Assets (MiCA) Regulation. and at the same time feel swamped in overfull inboxes, meeting alerts and hours of face-to-face group meetings If you are a business leader within financial services you’re with familiar phrases disturbing the flow – you’ve got your thinking about the future. Corlytics is helping clients who mic on mute – sound familiar? We want to have our cake are forward thinking and investing in digital transformation and eat it, but this isn’t proving a simple task. around regulatory change management, compliance and of course regulatory risk management. These firms are Emerging technologies such as (AI) artificial intelligence and machine learning are revolutionising the way firms partnering with Corlytics as they can see the value in t’s happening! The disruption is operate. These technologies can help firms to make better having a specialist regulatory technology (RegTech) firm to real and it's here to stay. We're decisions which will lead them towards success. Indeed, help them execute on their agendas including innovation living through a time when people I new business models develop due to technological innova- and obligations management. and firms are using technology in new tion and are very much part of the digital transformation and innovative ways, but what does this agenda. Just take a peek at the digital asset ecosystem with Strategic leaders are the ones who create the future. They mean for business leaders? Let’s talk its decentralisation and, earlier mentioned, crypto/digital are those who have a vision and know how to get there – or about how technology is changing currencies and general potential for disruption and it the ones who feel they can actually have their flat white and everything in our lives as well as what becomes obvious that firms need to build resilient business drink it too. They understand that the world is constantly that means for regulation and those that models amid the volatility in this rapidly evolving space as changing and that they must adapt, or risk being left behind regulate. digital asset firms seek to close the trust gap with banks and by their competitors who are able to keep up with these change the competitive landscape – an environment where changes (or even ahead of them). They know what it takes Disruptive technology makes life even several of the central banks have their own plans for a for their firm to succeed over time, which means having an different, for everyone, but in time these SO, digital currency or CBSC (Central Bank Stable Coin). accurate understanding of where they currently stand in technologies don’t feel disruptive relation to their goals as well as how others perceive them YOU anymore. At one time (actually the last A positive effect of this digitalisation of financial services is within their industry or field of expertise. century) ATM’s (automated teller that it has provided for transformation and innovation WANT YOUR FLAT machines) were disruptive, with bank throughout the value chain for firms that are embracing this We are riding the wave of an industrial revolution, the customers able to access cash from WHITE AND TO DRINK IT TOO? change. With the emergence of new technologies comes digital revolution that is influencing what is happening these automated machines 24/7 and a many opportunities for firms including new tools to help around us and is reflected in what is happening within reduced need for bank tellers. Now OR INNOVATION IS GREAT, build out sustainable business models. Alongside this financial services. Financial services models, processes, the ATM’s face disruption from smartphone technology growth is the rise of regulatory and compliance nature of work and the services offered are being apps such as Apple pay, Google pay etc BUT CHANGE IS challenges as regulators continue to both encourage transformed – all while costs must be managed and risk with changing customer behaviour innovation within financial services and seek to protect the reduced. It’s going to be an interesting journey, let’s hope including a requirement for an ATM. industry and individuals from bad practice. A recent white there’s enough coffee to keep us all going. Indeed, not just ATM’s but their access paper published by the UK government’s Department for HARD tool, the little plastic debit card also Science, Innovation and Technology, “A pro-innovation June 2023 | 22 | www.insightssuccess.com June 2023 | 23 | www.insightssuccess.com

Personaliza?on in Marke?ng Crea?ng Tailored Experiences for Customers n today's competitive business landscape, delivering Personalized Marketing Campaigns: personalized experiences to customers has become I crucial for building strong relationships and fostering Personalized marketing campaigns allow businesses to loyalty. With advancements in technology and access to target customers with tailored messages, offers, and vast amounts of customer data, businesses now have the recommendations. By segmenting customers based on their tools to create tailored experiences that resonate with preferences, purchase history, or demographics, businesses individual customers. In this article, we will explore the can deliver relevant content that resonates with each importance of tailored experiences and provide strategies individual. Personalization can be achieved through email for businesses to effectively implement personalization marketing, targeted advertising, and dynamic website across various touchpoints. content, increasing engagement and conversion rates. Understanding Customer Needs and Preferences: Customized Product and Service Offerings: The foundation of creating tailored experiences lies in Tailoring products and services to meet individual customer gaining a deep understanding of customer needs, preferences can enhance the overall experience. Businesses preferences, and behaviors. Through data analysis, can leverage customer data to create personalized customer surveys, and market research, businesses can recommendations, suggest complementary products, or gather insights into their target audience. This information offer customization options. By providing customers with helps identify customer segments, purchase patterns, and unique and tailored options, businesses demonstrate that individual preferences, enabling businesses to design they understand their customers' needs, leading to increased personalized experiences that cater to specific customer satisfaction and loyalty. desires. Seamless Omni-channel Experience: Leveraging Customer Data: Customers interact with businesses through multiple To create tailored experiences, businesses must leverage the touchpoints, including websites, social media, physical wealth of customer data available to them. This includes stores, mobile apps, and more. Creating a seamless and demographic information, purchase history, browsing consistent experience across these channels is essential for behavior, social media activity, and more. By analyzing this delivering tailored experiences. Integrated customer databases, cross-channel communication, and synchronized data, businesses can gain insights into individual customer customer journeys ensure that customers receive a cohesive preferences and tailor their offerings, messaging, and and personalized experience, regardless of the channel they interactions accordingly. choose. June 2023 | 24 | www.insightssuccess.com June 2023 | 25 | www.insightssuccess.com

Real-time Personalization: and proactively offer tailored experiences. Predictive analytics helps businesses stay one step ahead and provide Real-time personalization allows businesses to tailor customers with relevant and personalized offerings. experiences in the moment based on customer behavior and preferences. This can include dynamic website content, Gamification: personalized recommendations during the shopping journey, or live chat support. Real-time personalization Integrating elements of gamification into the customer enables businesses to adapt and respond to customer needs experience can enhance personalization. By incorporating immediately, enhancing customer satisfaction and game-like features such as challenges, rewards, and engagement. achievements, businesses can create engaging and tailored experiences. Gamification encourages active participation, Chatbots and Virtual Assistants: motivates customers to interact with the brand, and fosters a sense of personal achievement. Chatbots and virtual assistants powered by artificial intelligence (AI) offer personalized assistance and support Social Listening: to customers. These AI-driven tools can analyze customer inquiries and provide relevant and customized responses, Monitoring social media conversations and online creating a personalized experience even in the absence of discussions provides valuable insights into customer human interaction. Chatbots can assist with product sentiments and preferences. By actively listening to recommendations, answer frequently asked questions, and customer feedback, businesses can identify opportunities to guide customers through the purchase process. personalize experiences, address concerns, and engage in meaningful conversations. Social listening helps businesses Feedback and Customer Engagement: understand customer perceptions and adapt their strategies accordingly. Engaging customers and actively seeking their feedback is crucial for creating tailored experiences. By collecting Loyalty Programs: feedback through surveys, reviews, and social media interactions, businesses can gather insights into customer Implementing personalized loyalty programs can enhance preferences and areas for improvement. Actively the customer experience and foster loyalty. By tailoring responding to customer feedback and incorporating their rewards, offers, and incentives based on individual suggestions demonstrates a commitment to providing customer behavior and preferences, businesses can make personalized experiences and strengthens the customer- customers feel valued and appreciated. Loyalty programs business relationship. can be customized to provide exclusive benefits, personalized discounts, or personalized product Continuous Learning and Optimization: recommendations. Creating tailored experiences is an iterative process that In an era where customers expect personalized interactions requires continuous learning and optimization. Businesses and experiences, businesses must embrace the power of should leverage analytics and customer feedback to assess tailored experiences to drive engagement and foster loyalty. the effectiveness of personalization efforts and make data- By understanding customer needs, leveraging data, and driven adjustments. By constantly fine-tuning personalized implementing personalized marketing campaigns, experiences, businesses can ensure ongoing relevance and customized product offerings, and seamless omni-channel deliver the best possible customer experience. experiences, businesses can create meaningful connections with customers. Predictive Analytics: With continuous learning and optimization, businesses can Leveraging predictive analytics allows businesses to stay ahead of evolving customer expectations and deliver anticipate customer preferences and behavior. By analyzing exceptional tailored experiences that set them apart from historical data and patterns, businesses can make the competition. personalized recommendations, anticipate customer needs, June 2023 | 26 | www.insightssuccess.com

The 10 Most Influen?al Women In Marke?ng 2023 Overall, my passion for A Visionary Breaking marketing has led me to start “ my own company, and I Barriers and Building Empires Roshni Roshni continue to enjoy every aspect of the work I do. For me, finding a job that you love Wijayasinha Wijayasinha Wijayasinha is essential to feeling fulfilled and engaged in your work. “ With Marketing, I get to do s the world continues to embrace the digital era, company, built a digital marketing lead generation engine what I love every day. marketing has become a crucial tool in the success and created a team and marketing infrastructure. Her of businesses. It takes a skilled and experienced success continued when she helped Benecaid modernize its A marketing leader to navigate the ever-changing landscape marketing efforts and develop Honeybee, a revolutionary and help companies achieve their goals. This is where platform for brokers to sell health insurance online. Roshni Wijayasinha, the CEO of Prosh Marketing, comes in. With years of experience under her belt, Roshni Inspired by her success and motivated to pursue her has proven herself to be a true master in the marketing entrepreneurial dreams, Roshni launched her own business, industry. Prosh Marketing, as an independent consultancy. Today, her business has grown into a Fractional CMO model, with Roshni's passion for mentoring and sharing knowledge supporting consultants and clients worldwide. Roshni's extends to her work at Prosh Marketing, where she provides success story is a testament to her dedication, leadership equal opportunities to all and fosters a positive and skills and innovative approach to marketing. inclusive work environment. With a commitment to staying up-to-date with the latest industry trends, Roshni is a Talking about the challenges Roshni faced, she expressed, member of the Forbes Communication Council sharing her "The key challenges I faced throughout my career were insights and experiences with peers in the industry. managing growth with limited budgets, managing work-life balance as my work required a lot of travel and the pressure Let's delve into the insights Roshni gave us on modernizing of startups that need to grow aggressively. But I thrive off marketing efforts with digital marketing and developing the pressure!" innovative platforms! Marketing Impact: Roshni's Journey From Marketing Novice to Leader Roshni has always found the world of marketing to be Roshni's marketing journey is a story of determination, fascinating. In her experience, it's a field that offers an leadership and success. It all began with her first marketing incredible amount of creative freedom while also requiring leadership role at Kobo, where she played a significant role a deep understanding of business functions. She loves being in the company's rapid growth. However, Roshni wanted to able to explore new ideas and concepts while staying sharp expand her role and lead an entire marketing team, which and engaged in her work. led her to take on as the Head of Marketing at Juice Mobile. For Roshni, the best part of marketing is how it connects to She was responsible for expanding the company into the every aspect of a company's operations, from finance to US and launching the world's first mobile programmatic operations to sales. This has allowed her to build lasting platform, cementing her reputation as an innovative relationships with a diverse group of people, something that marketer. she finds incredibly rewarding on both a personal and professional level. What's more, marketing has also given Roshni Wijayasinha Roshni then moved on to Thinking Capital, where she built her the chance to travel and experience new cultures, CEO the marketing function from scratch. She rebranded the something that she finds both exciting and invigorating. Prosh Marketing June 2023 | 28 | www.insightssuccess.com June 2023 | 29 | www.insightssuccess.com

Marketing Evolution Prosh Marketing Values and Culture Earlier, marketing was seen as more of an art than a science Shedding the spotlight on the value and work culture that and there were limited tools available to measure adequate defines Prosh Marketing, Roshni shares, "We strive to efforts. Roshni and her team had to rely on their instincts create a unique culture that is accepting and open to our and creativity, without much opportunity for iteration. diverse employees. The values that we hold dear to us at However, with the advent of new technologies, we can now Prosh Marketing are Kindness, Excellence, Collaboration, A/B test various aspects of a campaign and apply a "fail Integrity, Curiosity and Optimism.” fast, learn quick" approach. She adds, "At Prosh Marketing, our long-term goals include The focus of marketing has also shifted from being expanding our team to better serve the needs of startups primarily launch-focused to emphasizing the benefits and and further expanding our reach within the United States, values of a product or service rather than just its features where there are many startups and growing businesses and specs. whom we could help.” Overall, these developments have transformed the field of "To achieve these goals, we are continuously working on marketing, making it more data-driven, adaptable and developing new partnerships and expanding our service responsive to customer needs. By embracing new offerings. We assess our growth trajectory every four technologies and approaches, Roshni and her team continue months and make revisions to our plans as needed. This to innovate and provide the best possible service to their enables us to stay agile and adapt to changing market clients. conditions and client needs, expresses Roshni.” Tech Impact: Prosh Marketing Success Mantras Roshni believes that technology has brought about a One of the mantras Roshni continues to follow to this day is Overcoming Adversity gender gap in the tech industry and she works tirelessly to significant impact on the marketing industry, including her something my General Manager at Sony shared with her, address this issue and promote equal opportunities for all. own company, Prosh Marketing. With the aid of technology, "Do what you can, with what you have, where you are." Roshni says, "The under-representation of women in the her team is now able to track the results of their campaigns This quote from Theodore Roosevelt reminds her that while technology industry when I was first starting out made it Empowering Mentorship more effectively and demonstrate ROI more clearly. This others might have different situations, resources, and difficult for me to find role models and mentors who shared has allowed them to refine their marketing strategies and abilities, we can only do the best we can and work with similar experiences.” Roshni is a firm believer in sharing knowledge and giving ensure that they are delivering the best possible results to what we're given. This is especially helpful for startups to back to the community. She is involved in numerous their clients. keep in mind as they usually have limited resources but In support of the same, she adds, "This lack of mentorship programs, including VentureLab, Futurpreneur, have the opportunity to punch about their weight if they just representation is slowly changing, but it can definitely Treefrog, Scotiabank - The Women Initiative, Brampton Moreover, technology has also played a vital role in helping lean into their situation and find creative ways to grow. create challenges for women in advancing their careers and Venture Zone, Schulich Startups, Essential Impact and them become more efficient. They have access to a variety achieving their professional goals in the technology sector." eQuo. of tools that enable them to manage scheduling, project Another quote she truly believes in is, "Do what you love, Regardless, Roshni's commitment to equal opportunity and management, content generation, and other important tasks and you'll never work a day in your life." This reinforces diversity extends beyond her own business endeavours. As Additionally, she teaches at the Schulich School of more effectively. the importance of finding a job or career that aligns with the founder of Prosh Marketing, she recognizes the value of Business, York University, where she shares her expertise one's passions and interests. diverse perspectives and offers opportunities to newcomers, with the next generation of marketing professionals. Her The most significant benefit of technology for Prosh students and interns from all backgrounds. Roshni firmly passion for mentoring extends to her work at Prosh Marketing has been its ability to enable them to deliver Last but not least, "Listen to your customers." While one believes that everyone deserves an equal chance to succeed, Marketing, where she strives to create a safe space for their services remotely. This has allowed them to expand may have a deep understanding of their business and and she works to create a welcoming environment for all young marketers and interns to learn and grow. their business into new markets, including the U.S. and product, it's essential to seek feedback from your customers aspirants in her company. other international markets. in order to understand their needs and perspectives truly. By For her clients, Roshni aims to build a sustainable business actively listening to customers, one can build stronger In addition to her work at Prosh Marketing, Roshni is also model by providing part-time marketing leadership, It has also made it easier for them to reach prospective relationships and create products and services that better an angel investor with The Firehood. Her focus is on ensuring that their needs are met while fostering a positive clients through search engines. Overall, Roshni sees meet their needs. empowering and supporting women in the technology and inclusive work environment. As a member of the technology as an important tool that has helped Prosh industry, with the goal of increasing their participation, Forbes Communication Council since 2020, Roshni is Marketing grow and succeed in the competitive field of leadership and prosperity. Roshni is acutely aware of the committed to staying up-to-date with the latest industry marketing. trends and sharing her insights and peers. June 2023 | 30 | www.insightssuccess.com June 2023 | 31 | www.insightssuccess.com

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The 10 Most Influential Women In Marketing 2023

The 10 Most Influential Women In Marketing 2023

Presentation Transcript

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