The 10 Most Influential CMOs To Watch In 2023

VOL: 09 ISSUE: 02 YEAR: 2023 THE THE 10 Most Influen?al CMOs to Watch, 2023 A Product Management and Marketing Executive Par Excellence

, , , , Wealth consists not in having great possessions, but in having few wants. - Epictetus

Editor’s Note very marketing leader asks, 'How can we cut collaboration, they enable their staff to think outside the box through the noise?' With countless advertisements, and discover new ways to engage with customers. E messages, and information bombarding consumers every day, it's becoming increasingly difficult for In our most recent issue of The CIO World, The 10 Most companies to capture their audience's attention. Influential CMOs to Watch, 2023, we highlight the visionary executives who are defining the future of In a world where the attention spans of individuals are marketing. These chief marketing officers (CMOs) are getting shorter and competition is severe, knowing your aware of the constantly changing world of customer target and creating messaging that speaks to them directly is behavior and technology. They understand that getting crucial. It's important to communicate in a way that gets through the noise takes more than simply traditional through the crowd and engages listeners on a deeper level advertising strategies. Instead, they prioritize establishing Cu?ng Through rather than just trying to shout the loudest. genuine connections with their audience through storytelling, community building, and experiential Within the very foundation of this idea are chief marketing marketing. These CMOs are not afraid to take risks and test the Noise officers, who act as visionary leaders, propelling their teams the limits of traditional marketing methods, recognizing that to innovative solutions. These executives appreciate the in today's frantic digital environment, innovation is versatile nature of marketing and recognize the importance essential for staying ahead of the curve. of agility and adaptation in the continually shifting modern marketplace, prioritizing data-driven decision-making and Have a great read ahead! embracing innovative technology to stay ahead of the competition. By cultivating a culture of innovation and Alaya Brown

Contents Profiles Analisa Dominic 08 18 30 Simon Hubbard Grant Macpherson Revolutionizing Marketing A Flavorful Journey to in Private Dentistry Marketing Excellence and Healthcare Cover Story Articles The Power of Storytelling! How CMOs Create Compelling 26 Brand Narratives The CMO's Imperative! How to Develop 34 Customer-Centric Brands

Company Name Featuring Descrip?on Having amassed more than twenty years of proficiency in Opengear Analisa Dominic product innova?on, adver?sing, and commercializa?on, Analisa www.opengear.com proffers an unparalleled amalgama?on of acumen and dexterity CMO that has rendered her an esteemed figure in the field. Grant's career journey began on the colorful con?nent of Africa, where he gained experience in the FMCG industry. His KFC Africa Grant Macpherson early exposure prepared him well for a thorough www.yum.com CMO understanding of the development of commercial brands, a skill set that would be crucial to his future undertakings. Julian is a versa?le B2B SaaS Marke?ng specialist with 20+ Editor-in-Chief Chidiebere Moses Omnisient - years of experience in enterprise and start-up tech companies. Collabora?ve Julian Diaz Deputy Editor Sam Carter He excels in product marke?ng, PR, brand development, Consumer Intelligence CMO strategy, campaign management, SEO, PPC, and social media. www.omnisient.com Managing Editor Alaya Brown Maurizio a visionary Marke?ng Execu?ve, boasts a successful Assistant Editor Maria Evans track record in leading marke?ng growth for Fortune 500 Sedex Maurizio Capuzzo companies across North America, Europe, and La?n America. www.sedex.com Visualizer Chris Carter CMO Skilled in corporate branding, team leadership, and interna?onal rela?ons. Art & Design Head Millie Simon Art & Design Assitant Judy Smith Nick is a highly experienced professional with over 24 years of industry knowledge in various sectors, including marke?ng. He Nick Kontos THE CROSS TRAINER Business Development Manager Phoebe Jacob is a passionate, goal-oriented, ambi?ous, and driven individual CMO www.xtrainer.co.za who thrives on personal growth and the success of others. Business Development Executives Aisha, Olivia Raffaella is a highly mo?vated and driven Marke?ng & Technical Head David Walker Communica?on Director specializing in Brand Strategy. With a GRUPPO FLORENCE Raffaella Scimeca focus on managing complex projects, her competencies extend www.gruppo Assitant Technical Head Mia Rodricks CMO to measuring, growing, and protec?ng the reputa?on of the florence.com brand. Helena Smith Digital Marketing Manager Research Analyst Eric Smith Ryan is a highly experienced professional with 14.9 years of work experience. He possesses a diverse skill set including SMSPortal Ryan Louw Circulation Manager Richard Martinez business analysis, business process improvement, marke?ng, www.smsportal.com CMO ERP, project management, and product management. Simon’s rise to marke?ng excellence began long before he took over as CMO of Direct Dental Group. With a passion for Simon Hubbard Direct Dental Group marke?ng ingrained in his DNA, he embarked on a journey that CMO www.directdental.co.uk would make him one of the most influen?al figures in the industry. Follow us on Steve, with over 30 years in interna?onal marke?ng, business www.facebook.com/thecioworld development, and product management of so?ware and www.twitter.com/thecioworld IQGeo Steve Tongish hardware solu?ons, collaborates with dynamic tech firms www.iqgeo.com CMO We are also available on across diverse industries. His exper?se fosters global team synergy for effec?ve marke?ng strategies. RNI No.: MAHENG/2018/75953 Sybrand is a seasoned professional with a wealth of experience Sybrand Bezuidenhout Goldwagen in financial services, the services industry, and retail. Copyright © 2023 The CIO World, All rights reserved. The content and images used in this magazine CMO www.goldwagen.com Passionate about business development, he excels in should not be reproduced or transmitted in any form or by any means, electronic, mechanical, empowering managers to implement strategic plans. photocopying, recording or otherwise, without prior permission from The CIO World. Reprint rights remain solely with The CIO World.

. Analisa Dominic CMO Opengear

The 10 Most Influen?al CMOs to Watch, 2023 n the contemporary world of rapid change, businesses The Technology and Telecommunications Expert companies deploy world-class technology solutions. Their face a plethora of challenges that require ceaseless With over 30 years of experience in technology and Network Resilience Platform enables network engineers to provision, maintain, and troubleshoot infrastructure from I ingenuity and dexterity. The thirst for top-notch telecommunications, Analisa currently serves as Chief anywhere in the world, maximizing uptime and drastically products and services is perpetually increasing, and there is Marketing Officer and Vice President of Marketing at greater pressure than ever before to keep up with the Opengear, where she spearheads the company’s global reducing operational costs. Opengear is headquartered in competition. If businesses aspire to thrive in such a hostile marketing department. Throughout her career, she has Edison, New Jersey, with research and development environment, they must remain open to change and developed a diverse skillset encompassing sales, marketing, operations in Brisbane, Australia, and production facilities in Sandy, Utah. constantly endeavor to enhance their performance. product development, and management. A results-driven leader, she is laser-focused on creating innovative and Analisa Dominic is the driving force behind this endeavor. comprehensive go-to-market strategies to boost revenue In 2019, Opengear was acquired by Digi International. As a seasoned executive in Product Management and generation for new and existing product portfolios. Before Bound by shared values and goals, the two companies are Marketing, she is widely recognized for her expertise in joining Opengear, she held leadership positions at various committed to providing customers with the finest products, software, and services to meet the demands of mission- cultivating multimillion-dollar revenues, fostering technology and telecommunications companies, including critical networks. Today, Opengear is actively building a sustainable expansion, and cementing market dominance Telstra Global, BT Global Services, AT&T, and IBM. She across diverse sectors. graduated with honors from Rochester Institute of bridge to the future, empowering its customers to recognize Technology with a Master of Science degree in that redundancy and resilience are not interchangeable but , , Having amassed more than twenty years of proficiency in organizational development. complementary. Moreover, as the need for agile and resilient networks continues to accelerate due to factors like product innovation, advertising, and commercialization, she hybrid work, fluctuating traffic patterns, more hardware proffers an unparalleled amalgamation of acumen and While pursuing her undergraduate marketing degree at dexterity that has rendered her an esteemed figure in the Keuka College in New York, she participated in 'Filed needing to be managed remotely, rarely used apps field. Her mastery in conceptualizing product-oriented periods.' which provided her with immersive real-world becoming commonplace, etc., they serve as the ultimate marketing and vending schemes, along with advertising experience in exchange for academic credit. She had the allies for overwhelmed network professionals attempting to marketing plan and worked tirelessly to solidify the link overcome persistent challenges. drives that infiltrate a plethora of markets and logistical opportunity to work in a variety of roles spanning multiple between marketing, sales, and product. She has industries at a range of organizations, from small businesses channels, has facilitated a multitude of entities in meticulously crafted and presented optimized budgets to inaugurating novel products and enhancing product to large corporations, which provided her with valuable Rise to Reliability and Longevity her leadership team, which she holds responsible for placement. insight into her preferences and dislikes in the business delivering a positive return on investment. Additionally, her world. Additionally, her mother was quick to point out that Analisa strives daily to help position Opengear as a reliable leadership role has given her the privilege of delivering landing a marketing job immediately upon earning her resource to their partners, customers, and prospective Analisa’s exceptional perspicacity in marketing is only one several keynote speeches at prominent industry events, customers and an organization they can count on for the aspect that distinguishes her from others. Her motivational degree would be difficult, suggesting that she consider discussing, among other things, marketing strategies and leadership style is equally remarkable. She achieves a instead starting with a sales job to get her foot in the door long term, especially in light of worsening network outages the power of partnerships, which boost Opengear’s public competitive edge by leveraging multifunctional and within a company. and lengthening Mean Time To Recovery (MTTR). To profile and generate brand awareness. accomplish this, she has developed a comprehensive global multinational teams to recognize and take advantage of Taking her mother’s advice to heart and with her field business prospects, thereby expanding B2B and B2C Band Technology and Failover markets. Her proficiency in establishing strategic alliances period experiences in mind, an extensive job search ensued, has been pivotal in driving her success, rendering her an consisting of her scouring through open postings in her Opengear has been a torchbearer in the progression of esteemed figure in the industry. local area and even poring over the yellow pages to look for console servers, starting with simple terminal servers and company names and addresses. In total, she sent out 150 developing centralized management software, embedded cover letters and resumes, and only IBM and Xerox Analisa has continuously demonstrated an unequivocal 4G-LTE cellular access, and advanced automation understanding of customer demands and inclinations, which responded. After interviewing and carefully researching the capabilities. This evolution has culminated in its Network has aided her in developing and delivering cutting-edge products and services of both companies, she chose IBM Resilience Platform, which enables organizations to keep solutions that have upended markets and enacted new (despite really having no idea what they did during her first their networks online at all times with secure remote access standards for the industry. She currently serves as CMO of interview). As it turned out, this decision paved the way for to connected devices independent of the production her career in the tech and telecom sectors. Opengear and has maintained her leadership position by network. This ensures business continuity, decreases having a deep awareness of emerging technology and downtime, and reduces costs. Powered by Lighthouse market trends. She has been able to benefit customers and Revolutionizing Network Resilience Software, the Network Resilience Platform is equipped with promote long-term business success as a result. Opengear’s unique Smart Out of Band technology, failover The story behind Opengear’s inception is rooted in its deep to cellular, and automation, which enable the highest levels commitment to network resilience. Opengear, founded in In this cover story, we delve deeper into Analisa’s journey, of business continuity. exploring her early years, her successes and challenges, 2004, is the market leader in the out of band space, ensuring and her vision for the future! customers have secure remote access to their connected Encompassing the Network Resilience Platform is a full resources. Providing the critical capabilities needed on the range of advanced console servers, purpose-built with input first day, the worst day, and every day, 75% of Fortune 500 from hundreds of engineers.

Their future-focused platform is designed to meet the The Lighthouse Software Solution comes in two editions, network engineer remain relatively unchanged. They are, organization’s evolving needs. Their customer-led Lighthouse Enterprise, and Lighthouse Enterprise: however, being asked to do more with less. Economic uncertainty has resulted in leaner IT budgets, forcing innovation has allowed them to ensure their products, Automation Edition. network professionals to continue to secure and remediate including the OM1200, OM2200, and CM8100, deliver value throughout the network life cycle. All of its products Ready-made for everyday use, they equipped Lighthouse network issues, but with far less support than prior. were designed to work alongside Lighthouse Software. The Enterprise with multi-instance capabilities, providing the Opengear helps network engineers minimize downtime and compact OM1200 appliance is built for secure, edge resiliency and redundancy necessary for evolving networks, protect SLAs by providing engineers with the ability to securely and remotely access their networks while also deployments and merges the access of Smart Out of Band plus the presence and proximity engineers need to control their network devices via a central hub. enabling setup, configuration, day-to-day management, and with the flexibility of automation tools. It provides presence and proximity at every location, which supports emerging remediation during failures. This approach is helping move requirements in network management and automation. Some key features of Lighthouse Enterprise include: the needle toward automation initiatives since their Smart Out of Band Network has the power to run such advanced • Scalability: They designed Lighthouse with growth in tools. The OM2200 Console Server is configured for data centers mind, whether clients have only a few nodes or are and high-density locations, providing a separate, secure management plane that supports advanced automation running “At-scale” in enterprise or hyper-scale The cost of downtime is severe when it comes to network applications and streamlines key actions within the environments. failures. On average, the cost of an outage is $100,000. automation workflow. Additionally, the OM2200 and Failures don’t just result in monetary repercussions; they Lighthouse Software Lighthouse serves as the centralized • High Availability: Lighthouse can run multiple can also blemish a business’ reputation, so mitigating this OM1200 are capable of running Docker containers and and secure portal for the Opengear platform. It simplifies instances, permitting load balancing and redundancy. risk and ensuring business continuity is paramount, Python scripts to help make secure Day One provisioning remote access. As the starting point, Lighthouse provides a possible. especially in today’s era where efficiency is king. Having unified display to deploy, manage, and remediate Opengear • Security: Added security and controls with integrated said that, they all know that outages are a part of life for IT appliances and other physical and virtual connected The CM8100, their latest console manager for data centers authentication via SAML and AAA systems. professionals. It’s not so much a matter of 'If ' as 'When' a resources. By utilizing its comprehensive platform, network remote site will lose connectivity. Opengear’s Failover to and business networks, provides up to 96 serial ports, teams are fully prepared for the first day, the worst day, and • IP Access: It provides centralized, secure access to Cellular solutions reduces downtime by restoring WAN enterprise-grade security using the TPM 2.0 module, and every day in between. independent monitoring through dual power supplies. This remote IP networks that are reachable by nodes. connectivity without manual intervention. This means that console server gives their customers greater agility and even during an outage, organizations have the critical Unparalleled Control and Security bandwidth needed for operations to continue without being efficiency, allowing them to host containerized applications As the more advanced version of Lighthouse Enterprise, Lighthouse Enterprise: Automation Edition provides a more impacted. Above all else, this technology helps networks across any platform or automation tool. The CM8100’s Opengear empowers its customers to manage and secure advanced, feature-rich version. It is the first out of band innovative design requires less power and cooling without remain up and running, keeping costly downtime to an critical network components remotely through its sacrificing performance, lowering the total cost of management software solution to include automation and absolute minimum. In tandem with out of band Lighthouse Software, which permits access to network ownership while increasing reliability. provisioning capabilities and secure provisioning, giving management, automation helps mitigate the threat of costly devices via connected console servers at each site. An API- network failures altogether, substantially reducing users complete visibility and future-proof management driven platform, Lighthouse Software allows users to capabilities across their entire networks. The added technician time and limiting the number of SLA non- manage and secure the most critical remote network functionality of this advanced offering helps customers compliance payouts. components—from anywhere. When implemented across a effortlessly browse resources on their remote management distributed enterprise with data centers and edge locations, network without additional software. Note, Lighthouse Network Solutions and Six Sigma Training their solution essentially functions as the command center Enterprise: Automation Edition contains all of the features of the overall Network Resilience Platform, independent of of Lighthouse Enterprise but adds Automation Gateway and Opengear is synonymous with its longstanding reputation the production network. Unlike manual methods that can Secure Provisioning for every node. result in data integrity and efficiency issues, Lighthouse enables centralized provisioning, delivers a source of truth, Overcoming the Challenge and brings scale. During a conversation about the obstacles she encountered Opengear’s Lighthouse Software Solution brings efficiency when presenting the new budget to her leadership team, she to everyday operations, helping their clients manage and explained that the main difficulty was linking all marketing view their status and data for an end-to-end administration efforts to a particular business goal. This required and configuration tasks. It also assists its customers when guaranteeing that every aspect of the marketing plan was deploying on the first day by enrolling and provisioning aligned with and contributed to at least one business nodes in a secure and streamlined way. Moreover, when objective within the company’s overall strategy. things go awry on the worst day, their solution expedites access to a catalog of connected endpoints for audit, Minimize Downtime and Protect restoration, and operation management. While console servers continue to evolve, the tasks of the

, , for optimizing operational efficiency. As the 4th Industrial • Boost productivity: By empowering employees to take Sales to Marketing to Product Revolution marches forward, technologies such as 5G, the ownership of their work and contribute to continuous Internet of Things (IoT), and automation are continuously improvement initiatives, productivity can be increased For Analisa, it all comes down to experience. Her career path has seen her transition from sales to marketing, then getting implemented in manufacturing. Yet not one of these as well. Overall, these are powerful tools that can help technologies works proficiently without a resilient network. manufacturing organizations improve their operations, from marketing to product, and finally back to marketing. Opengear solutions are deployed by some of the world’s reduce costs, and stay competitive in a rapidly Each time, she had to alter her approach to her work, biggest manufacturing companies, allowing these changing market. whether it was adjusting to new KPIs, audiences, or organizations to enjoy full visibility of their networks. goals—you name it. Through these changes, she gained a holistic understanding of how to sell, create, produce, and They’re also easy to manage and scalable, providing the Edge Computing necessary network resilience for manufacturers to operate manage a product, make sales calls, and execute marketing smoothly. The tech industry is always focused on progression, and this strategies that supported sales. Perfectionism and Personal Life as a Leader , also applies to data center environments. As the number of , Opengear currently does extensive training in Six Sigma IoT devices increases, organizations are prioritizing their Additionally, she learned the steps necessary to take a product from conception to market, including managing and Lean Manufacturing practices, which are network infrastructure at remote sites. This trend is methodologies that are designed to improve manufacturing expected to continue as more devices are deployed, leading operations, pricing, and training. She has excelled at processes and increase efficiency. They have several six- enterprises to add more critical applications at edge sites to strengthening the bond between sales and marketing by To effectively lead a team, you must acknowledge and sigma lack and green belts and hold training sessions for all keep up with high demand. Despite the growth in being in tune with the various intricacies of the product value the unique abilities and limitations of each member. It manufacturing and manufacturing support personnel. computing at the edge, businesses still require the speed, development process as well as having a firm understanding is crucial to offer them the assistance they need to improve of what it’s like to 'Carry a bag' and be held accountable for performance, and efficiency found in data centers. their skills and give them space to develop and explore new These methodologies can improve manufacturing in several Enterprises around the world rely on Opengear’s Smart Out hefty quotas. possibilities. Furthermore, it is important to have faith in ways. For example, they can help to: of Band capabilities to provide resilient backup their abilities both now and in the future. Encourage connectivity for devices in distributed data centers. The When it comes to empowering her team, one of the most independence and opportunities for learning, and foster an • Reduce waste: Both Six Sigma and Lean Network Resilience Platform ensures business continuity rewarding responsibilities of her role is inspiring them to be environment of trust. Always remain genuine and open with bold in coming up with new ways to boost revenues. She Manufacturing aim to eliminate waste in the production for both physical and virtual network resources. your team. Remember that teamwork and diversity are process, resulting in a more efficient and sustainable likes to remind her team of an anecdote from earlier in her essential, and team members must be dedicated to operation. The proliferation of IoT devices has led to a shift in focus career. Back in the days of snail mail demand generation, achieving excellence while maintaining honesty and respect for organizations toward network infrastructure at remote she worked for a major tech company, and – attempting to toward each other and the organization. • Improve quality: By identifying and eliminating sites. This trend is expected to continue as market growth is create an impact and stand out from the competition –she defects and errors, Six Sigma can improve the quality forecasted to reach $9 billion by 2024. To match the utilized a hot pink physical mailer to promote a major of the final product. Similarly, Lean Manufacturing can resilience, scalability, and availability of data centers, product announcement. The idea was, of course, that an reduce variability and improve process control, organizations require a smart and efficient solution. ordinary, plain white envelope would get overlooked, so Achieving success requires a significant investment of time resulting in better quality. surely a pink one would stand out. This mail campaign and effort. As you climb the ranks, you acquire more was for a company with a blue color scheme, so you can Opengear’s Smart Out of Band is the perfect answer to this responsibilities and must continuously learn from both • Increase efficiency: By streamlining processes and need. The combination of Smart Out of Band and Failover imagine the apprehension that crept in when upper successes and failures. Your ultimate objective should be to eliminating waste, manufacturing operations can to Cellular provides the most resilient backup connection to management caught wind! In the end, her hot pink mailer position yourself as a dedicated and competent individual become more efficient, reducing lead times and remote networks, ensuring continuous access to resulted in the highest attendance at a single product launch whom others can rely on to deliver results. Nevertheless, increasing throughput. infrastructure and business continuity for mission-critical event in the decade she was at the company. From that point it’s important to be mindful of the dangers of perfectionism. forward, she was encouraged to share her big, bold ideas. applications. Smart Out of Band adds intelligence to the A leader’s effectiveness is partly determined by their edge, making it ideal for managing infrastructure at That’s what she tries to instill in her team; it’s crucial to willingness to take responsibility for errors, which are multiple sites. Failover to cellular guarantees uninterrupted have someone supporting you, to take risks, and sometimes inevitable. Being able to recognize and correct mistakes is availability with the help of 4G LTE. to seek forgiveness. vital to achieving future success. Creating Marketing Strategies Lighthouse Software serves as the central hub for all remote Ensuring a proper balance between work and personal life sites. It mitigates the possibility of small-scale errors is crucial. It’s essential to keep them separate. Most turning into large disruptions and reduces the likelihood of Analisa intends to develop marketing strategies and plans importantly, you need to believe in your capabilities and human error. Opengear’s talented and diverse team is that align with its business objectives. This involves making stand up for yourself. Remember, no one else will do it for continuously working on designing, building, and sure that all leaders comprehend the significance of their you. As a leader, it’s vital to offer your team numerous organization and the worth it provides on a daily basis. It delivering Smart Out of Band solutions. This dedication opportunities to learn and develop. However, it’s equally gives their customers peace of mind every day. also necessitates a thorough comprehension of customers’ important to allow them to make mistakes and learn from preferences, purchasing habits, communication preferences, them. By supporting your team in this manner, you are and current marketing trends. In addition, it’s important to laying the groundwork for a successful and growth-oriented focus on potential areas for expansion, closely monitor the team of executives in the future. competition, and strive to stay ahead of them.

Surviving the Digital Age • “We have achieved the goals we set for the project. We no longer need media converters, and now, with The evolution of customer expectations, market pressures, Opengear’s Resilience Gateways, we have a solution and organizational goals is driving the process of digital that provides us with high-end functionalities. The transformation across various industries. It is widely network is more resilient than before, thanks to the understood that establishing new networks and ecosystems, alternative access path. We can access it remotely, which lead to new business models, is crucial for future which was a big advantage, especially during the growth. However, digital transformation requires a pandemic. In addition, we can integrate other devices connected ecosystem, as disruptions in the network may into the OOB management using the various render applications useless and negatively impact the interfaces.” - Jens Aßmann, Head of Department at organization and its customers. As new applications are ZIMT (Center for Information and Media Technology), added, there is an increased likelihood of network strain and the University of Siegen. outages, making always-on access even more critical. During the strategy phase, primary consideration should be • “We like Opengear because it is a resilient and given to accessing mission-critical applications during a performant solution that can be trusted to do the critical disruption, which is where Opengear can be of assistance. job it does. It is not a hacky solution. The Opengear platform is a real professional-grade solution that does The impact of a network disruption on revenue, customer not make assumptions about how we want to work.” - experience, and brand reputation has already been Tyler Ament, Solution Architect at Coldsmoke extensively discussed. As the backbone of an organization, Networks. the network supports all aspects of infrastructure. To stay operational and competitive during digital transformation, Awards businesses need Opengear’s Network Resilience Platform. 2021 Cloud Computing Backup and Disaster Recovery This platform provides Smart Out of Band management and secure, remote access to critical resources on the First Day, Award. Worst Day, and Every Day. With Failover to Cellular technology, Opengear’s Network Resilience Platform 2021 IoT Evolution Product of the Year Award. ensures sufficient bandwidth for critical processes to 2020 Network Computing Awards Hardware Product of the continue operating at all times. Year – Finalist. It is important for organizations to be prepared for any possible scenario. They are aware that modern businesses 2017 Network Computing Awards Network Project of the Year - Private Sector. are required to accomplish more with fewer resources, whether due to limited budgets or a shortage of personnel to address site provisioning or facility-wide issues across the 2017 IoT Evolution Product of the Year. globe. However, digital transformation remains an essential component for staying competitive despite the ever- 2016 IT World Awards – Silver changing demands of customers, market pressures, and unpredictable supply chains, regardless of the industry. Therefore, as their customers expand their networks and operations through digital transformation, organizations are committed to supporting them throughout the network lifecycle, delivering value on a daily basis. Earned Recognition and Awards • “Opengear is the saving grace for us. They are the only way for them to access its critical devices during an outage.” - John Hargraves, Network and Voice Services Team Lead, ABB.

From Africa to Global Heights: The Odyssey of KFC Below are the interview highlights: Africa’s Chief Marketing Officer! Could you please brief us about KFC Africa and its Grant Macpherson et's be honest: when hunger strikes, fast food is the inception story? hero. It's the spot where people truly savor their L bites. Quick, tasty, and ready to roll, these places The story is an inspired one—a tale of ambition, dedication, have a special spot in our hearts (and stomachs). and perseverance, combined with a work ethic that resulted in unimaginable success. Our founder, Colonel Sanders, Now, picture this: lots of fast-food spots, all trying to win was a serial entrepreneur but struck 'fried gold' at the your taste buds over. How do they do it? It's all about the youthful age of 62 when he opened the first KFC. Our marketing game. Smart marketers, with sharp skills and famous secret recipe of 11 herbs and spices has since taken clever plans, find a way to be the star of the fast-food show. the world by storm, coming to Africa over 50 years ago. Grant Macpherson has emerged as a force to be reckoned with. As the Chief Marketing Officer of KFC Africa, his Since 1971, we have served millions of meals around the Grant Macpherson career trajectory is an example of the power of diverse country and have cemented ourselves as one of Africa's Chief Marketing Officer experiences and an unrelenting commitment to excellence. most loved brands. We have also forged a formidable KFC Africa legacy and proudly stand as the country's leading quick- Grant's professional odyssey commenced in the vibrant service restaurant brand, entrenched in the communities we landscape of Africa, where he cut his teeth in the FMCG serve. sector. This early exposure laid the groundwork for a robust understanding of commercial brand growth—a skill set that I am super proud to be working on a brand that can impact would become instrumental in shaping his future endeavors. people's lives on a daily basis. Among our several CSI initiatives, Add Hope and KFC Mini Cricket are our Eager to broaden his horizons, he seized opportunities abroad, spending seven transformative years in the United flagships. KFC Add Hope is the second-biggest feeding A Flavorful Journey to Marke?ng Excellence Kingdom and later in the Netherlands. scheme in the country, second only to the government. We work with hundreds of beneficiaries across the country to Currently, at the helm of KFC Africa, Grant's association ensure children in the most difficult circumstances receive with the iconic brand spans over a decade. Every position nutritious meals, enabling them to play, learn, and grow. he has held at KFC has served as a stepping stone and This initiative has been running for 14 years and has served added to his impressive career arc. Grant highlights the over 283 million meals since 2009. On top of that, KFC significant influence of assembling a diverse workforce Mini Cricket is the biggest grassroots sports initiative in the with a never-ending thirst for knowledge and development, country, bringing kids from all walks of life together in the crediting this successful formula for its ongoing success in spirit of play. Initiatives such as these continue to make Africa. KFC Africa’s favorite QSR brand. Beyond the boardroom, he finds inspiration in his young Can you tell us about your experience as a marketing family, grounding him amidst the demands of a dynamic executive in different countries and categories? career. His commitment to work-life balance is reflected in his pursuits outside the office—whether catching up with Moving abroad was an amazing experience, both friends, reveling in the outdoors, or currently training for a professionally and personally. I am very grateful that I had multi day cycling event. the opportunity to move to a new market relatively early in my career. When moving to a new country, the first thing to Join us as we unravel the narrative of Grant Macpherson—a understand is the different cultures, routines, and rhythms marketing maestro steering the course for KFC Africa. people live by. Once you have a good understanding of that, From his humble beginnings in Africa to the global stage, you can begin to forge relationships based on trust and his journey exemplifies the fusion of passion, resilience, mutual appreciation. The second thing to focus on is how to and a commitment to excellence that defines his leadership engage your consumers. For example, the retail industry at the heart of one of Africa's favorite QSR brands. varies significantly around the world; in some places, it's a little more formal, and in others, perhaps a little less. Having worked in the food industry for the past 10 years, I have also learned that people's tastes vary significantly 19 September, 2023 www.thecioworld.com September, 2023 www.thecioworld.com 18

The 10 Most Influen?al CMOs to Watch, 2023 across the world, so we need to be able to adapt to those we can consistently leverage whenever we face a new How have you achieved consistent top-percentile Finally, when it comes to 'non-traditional' campaigns, I am preferences. Ultimately, as marketing executives, we need opportunity or challenge. In Africa, KFC is the largest QSR performance ratings in your career? also very proud of the work the KFC team did with our to navigate these complexities so that we can engage our and one of the most loved brands. We also have a very KFC x Uncle Waffles collaboration. The campaign focused consumers and drive brand equity and growth. strong track record of delivering solid growth and building Collaboration and collaborative thinking triumph over on digital and social activation and was so impactful that brand equity. This means that we too can share our individual intelligence every day. Some of my most the product sold out in a matter of weeks. In my current role, we look after the brand in 23 markets, learnings globally to take our best practices into other KFC successful endeavors stem from nurturing strong which are often complex and nuanced. Fortunately, I can markets. relationships and bringing out the best in people. I am also a How have you brought innovative new products and lean into these learnings and engage with many of my peers staunch advocate for straightforward and clear strategies. services to the market in your previous roles? abroad. KFC has an incredibly strong global network that To keep our strategies simple, I consistently urge my team to grasp the data before them, pick a lane, and commit to it. I would say it's more about the learning and inspiration I have brought to the market based on my previous What are some of the brands you have worked with, experience. Africa boasts a wealth of talent and innovative and what was your role in driving their success? thinkers. When we do use global ideas, we like to adapt global best practices and then add our own unique African Before joining KFC, I worked at Reckitt Benckiser, twist when appropriate, thus ensuring the product is overseeing brands such as Dettol, Finish, Clearasil, and Jik. relevant to Africa. As a brand manager, I was responsible for enhancing the commercial and brand health of our respective portfolios. What qualities do you believe are important for an Throughout my career, I have achieved this by focusing on entrepreneur in the marketing industry? increasing consumer awareness and relevance. This was accomplished by understanding the market's needs, The ability to balance risk with pragmatism It's great to delivering products that addressed those needs, and creating have data to back up decision-making, but sometimes you distinctive and compelling advertising that drove awareness just have to be brave and trust your gut. and engagement. Can you share some of the outstanding results you have achieved in your career? Could you provide examples of integrated communication campaigns that you have developed, including TV copy, BTL, and digital activation? What I take immense pride in is the chance to foster the professional development of individuals. There's truly At KFC, we consistently develop a wealth of campaigns nothing quite like presenting someone with a promotion each year; however, there are too many to mention, so I will letter or informing them that they've secured their dream focus on the most recent ones that I am truly proud of. A role. In addition to these rewarding moments, I've particular standout is the "Anything for the Taste" consistently achieved significant growth in market share for campaign, which not only captured the imaginations of all the brands I've been involved with, achieving this Africans but also garnered global and local recognition. through a strategic blend of driving sales and enhancing Working with our wonderful partners at Ogilvy, we took an brand love. urban legend that had trended multiple times on social media and created a massive 360-degree campaign that What challenges did you face while driving branded drove tremendous awareness and engagement. The retail for the KFC brand in Africa? campaign secured several prestigious awards and accolades at this year's Effies and Loeries, including the Grand Effie Our consumers have more choices than ever, but the reality and a Grand Prix Loerie. The campaign has also achieved is that we are also facing several economic challenges both global acclaim at the One Show, D&AD, Clios, and a locally and globally. On top of that, the significant shift to Bronze Cannes Lion, among others. all things digital is giving consumers more opportunities to interact with and shop for brands. Our goal is to remain the Another recent creative highlight was the relaunch of our number one brand when it comes to both top-of-mind breakfast lineup, featuring one of Africa's favorite sons, awareness and consumer value. To achieve this, we need to Trevor Noah. Trevor's ability to connect with people from give consumers access to our Finger Lickin' Good taste at all walks of life made him an excellent fit for our brand, affordable prices that they can enjoy, regardless of the resulting in a significant increase in awareness levels and occasion or their channel preference (digital and/or sales across our breakfast offerings. traditional). Once we accomplish this, we can drive brand www.thecioworld.com 20 21 September, 2023 September, 2023 www.thecioworld.com

engagement and love through compelling advertising and Please give us a few testimonials from your clients and other exciting marketing initiatives. awards or recognition that accurately highlight your achievements in the corporate niche. How did you navigate the brand through the pandemic crisis, and what strategies did you use to drive sales Over the past few years, our journey has been marked by momentum and grow market share? remarkable brand growth backed by double-digit sales growth. In the African market, we proudly stand as the The outbreak of COVID-19 and the subsequent lockdown dominant industry leader while continuing to grow market certainly had a significant impact on the local restaurant share. In fact, we are the biggest and fastest-growing QSR sector. However, I truly believe that our brand strength and in Africa. Adding to our achievements, the KFC Africa our consumers' love for our Finger-Lickin' Good food Marketing team has garnered global recognition, securing meant that we were able to pivot and meet our consumers the esteemed title of Global Marketing Team of the Year where they were. Although we had a solid base in terms of and numerous other accolades during our annual KFC our digital sales, the pandemic expedited our need to focus global marketing conference. on channels such as click and collect as well as delivery. This meant we were able to fast-track our journey to enable In terms of industry awards, the 2022–2023 period has been the seamless convenience of e-commerce. Overall, I would one of our best years ever. Our international acclaim say that we fared well despite the circumstances and the includes a prestigious Bronze Cannes Lion, three Ciclope impact of rules that restricted dining out. The pandemic has Awards, two Clios, as well as awards at D&AD and The also reminded us that to thrive and succeed, innovation One Show. On a local front, we have clinched several gold must be at the heart of our business strategy. lorries and the coveted Grand Prix lore. At the Effies, we proudly took home two silvers, two golds, and the What steps did you take to elevate KFC's leadership illustrious Grand Effie. Our trophy shelf also boasts recent position in the market? additions, including multiple Bookmarkers and Assegai awards. Our success thrives on a commitment to drive both immediate sales and long-term brand growth, anchored by four key pillars: fostering people and community growth, creative excellence, innovative products and digital solutions, and building trusted partnerships. • People and community growth matter deeply to us. We invest in the development of our team and contribute meaningfully to the communities we serve, understanding that success extends beyond numbers to collective growth. • Creative excellence is at our core, where we blend product news with compelling stories to craft compelling brand experiences that leave a lasting impact. Our focus on product and digital innovation ensures our brand remains not only relevant but resonant in the ever-evolving consumer landscape. • Finally, at the heart of this success is strong partnerships built on trust. We believe in collaboration as the foundation of progress, driving not only our growth but also that of our partners. We have wonderful relationships with our cross-functional partners, franchisees, and agencies, all of whom make up the KFC family. 22 September, 2023 www.thecioworld.com

, , , , Success is not the key to happiness. Happiness is the key to success. If you love what you are doing, you will be successful. - Albert Schweitzer

The Power of Storytelling! How CMOs Create Compelling Brand Narra?ves imply put, stories inspire others to care. Chief Marketing Officers' (CMOs') roles have grown significantly in recent S years. They don't only promote products anymore. Instead, they create interesting stories for brands that consumers can identify with. These stories form the foundation of a brand's identity. They affect people's thoughts, make them experience specific emotions, and keep them coming back for more. In this world full of choices and information, it's significant for brands to tell stories that stand out. But how do CMOs make stories that not only grab attention but also make people want to stick around and be part of the brand? Let's learn the methods and principles for creating these incredible brand stories. The Power of Storytelling Imagine you're listening to a friend tell a really cool story. Stories make us feel stuff, help us imagine things, and make us remember them. Whether it's a story about someone overcoming problems, finding out new things about themselves, or searching for something they really want, stories just click with people. 26 27 September, 2023 www.thecioworld.com September, 2023 www.thecioworld.com

CMOs know that storytelling isn't just about selling stuff. contribute to making the story even more interesting. Brands It's about making connections with people on a deep level. create a sense of belonging by allowing consumers to By talking about things that matter to everyone, brands can participate in the story. They convert clients into brand become more than just things people buy. They can become advocates eager to spread the word. symbols of what people believe in and who they are. CMOs know that the best stories are made with friends. By Making Sure the Story Matches the Brand listening to what people have to say, asking for their ideas, and letting them join in, brands make stories that everyone A good brand story isn't just something made up for loves to be part of. marketing. It's a mirror of what the brand stands for. CMOs know that the story has to be true to the brand's heart. It Checking to See if it's Working and Making it Better should feel real to the people it's meant for. Making a great story is just the beginning. CMOs know they By making sure the story matches the brand, CMOs create a have to keep checking to see if the story is working. They strong and trustworthy story. Whether it's a promise to help look at things like whether people like the story, if they're the environment, a love for new ideas, or a drive to make sharing it, and if they keep coming back for more. the world better, the brand story should show what the By checking to see if the story is working, brands can change brand cares about. things if they need to. Maybe they'll change the words, try new things, or use different ways to tell the story. CMOs are Using Data and Paying Attention always looking for ways to make the story even better! In today's world, there's a ton of information about what To summarize, creating a strong brand story is a tremendous people like and do. CMOs use this information to make the journey. CMOs employ creativity, truth, and intelligence to brand story even better. By knowing what people like, what they need, and what's popular, CMOs can make the story create stories that people cannot get enough of. more interesting and helpful. - Alaya Brown Data helps CMOs understand what makes people tick. By using this information, they can make stories that really speak to people and make them want to be part of the brand. Using Lots of Different Ways to Tell the Story Stories aren't just for books anymore. They're everywhere! From social media to videos to podcasts, there are lots of ways to tell a brand story. CMOs use all these ways to reach people where they are and make them want to be part of the story. By using different ways to tell the story, CMOs can get people excited about the brand, no matter where they are. Whether it's through cool Instagram posts, fun podcasts, or amazing virtual experiences, the brand story can be everywhere and anywhere! Making Friends and Letting Them Help In today's world, everyone wants to be a part of the story. CMOs are aware of this and encourage employees to 28 September, 2023 www.thecioworld.com

Fulham Road Dental Fulham Road Dental is a referral dental practice renowned for its commitment to providing the highest quality dental care and oral surgery, attracting the best dental talent from all over London, Specializing in a full range of dental treatments, including cosmetic dentistry, orthodontics, implants, oral rehabilitation, and sedation. With a strong focus on patient care and the use of the latest Revolutionizing Marketing in Private Dentistry and Healthcare technology, Fulham Road Dental has earned its reputation as one of London’s most trusted and innovative dental practices. Fulham Road Dental consistently outperforms the industry ffective marketing is crucial for a thriving dental average in new patient acquisition rates by more than 300% practice to promote a growing portfolio of month-over-month. With this unprecedented success, the E treatments and showcase its best work. Dentistry dental practice is almost at capacity in less than two years professionals employ a variety of strategies and tactics to Simon’s dedica?on to nurturing talent after he started. This is largely due to the efforts conducted promote their treatments and reach specific target fosters a collabora?ve and innova?ve and managed by Simon Hubbard and his team. audiences. Well-executed campaigns can significantly working environment. By providing impact patient acquisition figures and enhance brand In particular, Simon’s leadership played a key role in recognition in today's fiercely competitive private dental sector. guidance and mentorship, he creates a winning the prestigious industry award for Best New Dental Practice in London, highlighting the company’s excellence Simon Hubbard is a person who has made a name for in dental services and patient care. Direct Dental, a sister himself as a champion of innovative growth tactics. culture of con?nuous growth., ,, , Simon Hubbard brand of Fulham Road Dental, was conceived to launch as a Hubbard’s imaginative leadership and stellar track record Chief Marke?ng Officer national brand of private dental practice. This business have propelled him to the top of the dentistry and private Direct Dental Group model aims to bridge the gap and help patients transition healthcare sectors. from the NHS to private dentistry. They aim to create a inventive consideration. Beneath his authority, Direct comfortable environment based on state-of-the-art dental Simon’s rise to marketing excellence began long before he Dental Group has experienced a social alter, seeking a technology, with an emphasis on providing custom-made took over as CMO of Direct Dental Group. With a passion forward-looking mentality to drive victory and move the treatment that meets the needs of each patient. Under Simon for marketing ingrained in his DNA, he embarked on a organization to another level. Hubbard and executive leadership, Direct Dental has journey that would make him one of the most influential achieved significant business growth and performance in its figures in the industry. Through a unique blend of creativity, Let us dive into Simon’s journey, his transformative impact first five months of operation, already exceeding the innovation, and a data-driven approach, Simon has on the private dentistry and healthcare sectors, and the national average in patient acquisitions. Through strategic mastered the art of developing holistic growth, marketing, secrets behind his unrivalled success! planning and effective acquisition strategies, this practice and business management strategies. has achieved remarkable results in both revenue growth and teams. His strategic vision and innovative approach have The Visionary Driving Innovation competitive advantage in such a short period. With a sharp strategic vision, Simon continuously drives taken the organization to new heights and earned him business growth and delivers groundbreaking marketing widespread recognition. Simon Hubbard’s role as Chief Marketing Officer for the Delivering Exceptional Results initiatives that push the boundaries of traditional practices. Direct Dental Group and the award-winning specialist His ability to leverage technology, data, and consumer Overcoming Financial Hurdles London Dental practice, Fulham Road Dental, exemplifies Simon is a master at coordinating the entire marketing mix insights has enabled him to create highly targeted and his ability to drive innovation, establish strong brands, and to produce superior results. His expertise spans multiple impactful campaigns that drive brand differentiation and loyalty. Simon responded by stating the major challenges that achieve exceptional results in Dentistry at an unrivalled pace. areas, including search engine optimization (SEO), web dental care companies encounter when it comes to development, UI and UX design, conversion optimisation, Brand positioning is where Simon exceeds expectations. He incorporating modern technology in the healthcare Simon continues to make a lasting impact on the dental graphic design, marcomms, digital and traditional has a natural understanding of how to fascinate groups of industry: organization he leads, driving success in the field of marketing. By seamlessly integrating these elements, Simon onlookers and make an enduring impression. By tackling dentistry and cementing his reputation as a trailblazing ensures that campaigns have maximum impact across the control of narrating, Simon has effectively created brand • The Financial Landscape: One of the primary CMO who revolutionized marketing principles. At Fulham multiple channels. stories that resound profoundly with patients, setting up challenges is the significant financial investment Road Dental, Simon played a key role in the company’s Direct Dental Group as a trusted title within the industry. required to adopt and integrate modern technology into start-up phase. As lead creative, he was responsible for The marketing landscape faces exciting developments dental care practices. High-tech equipment, software developing the brand’s identity, ensuring a consistent and throughout 2023 that embrace new technologies, including But it`s not just Simon’s impressive resume that sets him systems, and infrastructure upgrades can come with engaging presence in both digital and print media. His rapid advances in AI. With a career built on remarkable apart. He can instil a sense of reason and motivate his team substantial costs, making it difficult for some dental marketing strategies and creative campaigns facilitated achievements and diverse skill sets, Simon has consistently to endeavour for brilliance. His colleagues depict him as a care companies, especially smaller practices, to afford early patient acquisition, surpassed targets, and established demonstrated his ability to drive business growth, drive visionary pioneer who pushes boundaries and energizes the latest advancements and stay ahead of the game. Fulham Road Dental as a leading referral dental practice in London. brand differentiation, and build and lead high-performing 30 31 September, 2023 www.thecioworld.com September, 2023 www.thecioworld.com

The 10 Most Influen?al CMOs to Watch, 2023 • Training and Education: Implementing modern Simon’s work has been essential for the rapid growth of our , , technology requires proper training and education for London-based dental practices and the wider Group- so dental care professionals and staff. It can be much so that we were thrilled to offer him the position of challenging to find complete systems that provide Chief Marketing Officer for the Group. We consider Simon Networking is essen?al for cohesive functionality and ensure that all team to be an essential part of our business and the impressive entrepreneurs, and Simon understands members are adequately trained to utilise the new success that we have achieved in such a short timeframe. the true value of building a strong technology effectively and efficiently. This requires Simons’ dedication to nurturing talent fosters a time, resources, and ongoing support to help dental Our new dental clinics have won prestigious awards within network of industry professionals, collaborative and innovative working environment. By professionals adapt to and optimise the use of advanced the industry; we exceed all industry standards in terms of providing guidance and mentorship, he creates a culture of mentors, and like-minded individuals. technology for both clinical and administrative patient sign-ups and attract industry-leading dental continuous growth and pushes his teams to surpass their Networking provides valuable guidance, procedures. clinicians from all over the world - no doubt due to the potential, ultimately driving remarkable business success. support, and opportuni?es for brand and the business Simon is helping us to build. • Interoperability and Integration: The seamless collabora?on and partnerships. Path to Exceptional Patient Care integration of different technologies and systems within Client Testimonial - Lucy Hunt BSc Hon New Patient dental care can be a significant hurdle. Modern Manager at Direct Dental Group , , Establish Clear Communication: Effective communication technologies should be able to communicate and share is key to prioritizing and managing patient care. Ensure information across various platforms and devices, Having Simon acting as Chief Marketing Officer across our open and transparent communication with patients, their ensuring efficient workflows and seamless patient care. Group has elevated and accelerated our position as one of families, and the healthcare team. Actively listening to Take Calculated Risks: Simon would advise entrepreneurs However, achieving interoperability and integration the fastest-growing Dental Practices in London. Simon’s patients’ concerns, providing clear explanations of to be open to taking calculated risks. Encourage them to among different technologies can be complex, wealth of experience over a range of industries has meant diagnoses, procedures, and treatment plans, and addressing evaluate potential risks and rewards thoroughly whilst especially when dealing with legacy systems or that within a matter of months, we exceeded the average any questions or uncertainties the patient may have are all being willing to step out of their comfort zone. Taking well- incompatible software. new patient figures for our dental practices. instrumental in the patient’s journey and experience. considered risks can lead to significant growth and opportunity. • User Acceptance and Adoption: Not all dental care With cutting-edge technology and innovation implemented Practice Self-Care: Taking care of yourself is essential for professionals may readily embrace or adapt to new by Simon, we can target potential patients with specialized effective patient care. Prioritise self-care, manage stress Continuously Learn and Adapt: The business landscape, technologies. Resistance to change and a lack of and targeted SEO and marketing campaigns. He has also levels and seek support when needed. By maintaining your and life in general, is ever-evolving. Simon emphasizes the familiarity or comfort with advanced systems can implemented leading CRM systems and reporting tools to well-being, Simon believes you can approach patient care importance of continuous learning and adaptation. impede the successful integration of modern track data accurately and get genuine, real-time information with compassion, focus, and resilience. Encourage entrepreneurs to stay updated with industry technology. Dental care companies must invest in on what our patients need and when. This innovative trends, seek knowledge through courses, professional change management strategies, training programs, and corporate thinking has built a high-quality pipeline of new Strategies to Embrace Innovation partnerships, workshops, and mentorship programs, and be user-friendly interfaces to encourage user acceptance business and generated over 200 outstanding Google willing to adapt strategies and approaches based on market and adoption of new technologies. reviews in record time, keeping me very happy and my Embrace Innovation and Creativity: Simon emphasizes the dynamics. team busy! importance of fostering an innovative and creative mindset. • Patient Acceptance and Accessibility: Introducing Encourage aspiring entrepreneurs to think outside the box, Surround Yourself with a Talented Team: Building a modern technology into dental care can also raise Put simply, we would not have opened our second practice challenge everything and seek unique solutions to talented and diverse team is crucial for success. Simon patient concerns. Some patients may resist changes in so quickly without Simon onboard, and we have two problems. Innovation is often the key differentiator in would advise entrepreneurs to surround themselves with traditional dental care practices or feel overwhelmed by additional new practice locations planned to open by the competitive markets. individuals who complement their skills and share their advanced technology. Dental care companies must end of 2023! passion and vision, similar in drive but different enough to strike a balance and prioritise patient care, education, Build a Strong Network: Networking is essential for challenge the way forward. A strong team can bring diverse communication, and transparency to address any The team really can not thank him enough. entrepreneurs, and Simon understands the true value of perspectives, skills, and experiences, contributing to the concerns and ensure patients understand the benefits - Lucy building a strong network of industry professionals, overall success of the venture, and above all, have fun! and improvements technology can bring to their dental mentors, and like-minded individuals. Networking provides experience and oral health. valuable guidance, support, and opportunities for Raving Industry Leaders collaboration and partnerships. Extraordinary Outcomes Client Testimonial - Dr. George Cheetham BDS, MJDF Develop a Resilient Mindset: Entrepreneurship can be (RCS Eng) MSc Restorative Dentist | Owner of Fulham Leadership and Team Development: As a true leader, Simon challenging and full of obstacles. Simon encourages Road Dental & Direct Dental Group. Hubbard inspires and empowers teams to achieve aspiring entrepreneurs to develop a resilient mindset, extraordinary outcomes. His approach to recruitment and embracing failures and setbacks as opportunities to learn Upon setting up a new business in the dental sector, my onboarding ensures that he assembles high-performing and grow. Resilience and perseverance are key traits that partner and I very quickly realized we needed help in the teams that are equipped to tackle any challenge whilst help them navigate difficult times and apply that learning to marketing department. We approached several companies retaining a human touch and a strong focus on individual future endeavors. for help, and Simon shone above the rest for his extensive development. knowledge and enthusiasm on the topic. 32 33 September, 2023 www.thecioworld.com September, 2023 www.thecioworld.com

The CMO's Impera?ve! How to Develop Customer-centric Brands ccording to Donald Porter, "Customers do not expect you to be A perfect. They expect you to fix things when they go wrong." Every successful business understands that meeting the wants and wishes of customers is critical to long- term success. This idea is encapsulated in the concept of customer-centricity, which puts the customer at the center of all corporate decisions. Developing a customer-centric brand is not just about providing excellent products or services; it's about creating an experience that resonates with your customers on a personal level. In this article, we will explore the fundamental principles and actionable strategies to develop customer-centric brands that thrive in today's competitive marketplace. Understanding Your Customers The journey to becoming a customer-centric brand begins with a deep understanding of your target audience. Take the time to research and analyze your customers' preferences, behaviors, and pain points. What motivates 34 35 September, 2023 www.thecioworld.com September, 2023 www.thecioworld.com

them to choose your brand over others? What are their Aligning Your Brand Values expectations, and how can you exceed them? In today's socially conscious world, consumers are Conduct surveys, gather feedback, and leverage analytics increasingly gravitating towards brands that align with their tools to gain insights into your customers' needs and values and beliefs. To develop a customer-centric brand, it's preferences. By understanding your customers on a deeper essential to communicate your brand values authentically level, you can tailor your products, services, and marketing and transparently. efforts to resonate with them effectively. Take a stand on issues that matter to your target audience, Building Relationships whether it's environmental sustainability, social responsibility, or ethical sourcing practices. Demonstrate In a world inundated with choices, building strong your commitment to these values through your actions, and relationships with your customers is key to fostering loyalty engage with your customers in meaningful conversations and trust. Take a proactive approach to engaging with your that resonate with their own beliefs. customers at every touchpoint, whether it's through social media, email newsletters, or face-to-face interactions. Measuring Success Listen attentively to their feedback, address their concerns As the adage goes, "What gets measured gets managed." To promptly, and show genuine appreciation for their support. gauge the effectiveness of your customer-centric initiatives, Building a community around your brand fosters a sense of it's essential to establish key performance indicators (KPIs) and regularly track your progress. belonging and creates brand advocates who will champion your products or services to others. Measure metrics such as customer satisfaction scores, retention rates, and Net Promoter Score (NPS) to evaluate Delivering Exceptional Customer Experiences the impact of your efforts on customer loyalty and advocacy. Use these insights to refine your strategies and The cornerstone of a customer-centric brand lies in delivering exceptional experiences at every stage of the allocate resources effectively to areas that drive the greatest customer journey. From the moment a customer discovers impact. your brand to post-purchase support, every interaction should be seamless, personalized, and memorable. In Conclusion CIO Invest in user-friendly interfaces, streamline your processes, Developing a customer-centric brand is not a one-time and empower your team to go above and beyond to delight endeavor but an ongoing commitment to prioritizing the your customers. Whether it's offering personalized needs and preferences of your customers. By understanding recommendations, providing swift resolution to issues, or your customers, building strong relationships, delivering surprising them with unexpected perks, every interaction exceptional experiences, embracing continuous shapes their perception of your brand. improvement, aligning your brand values, and measuring success, you can create a brand that resonates deeply with Embracing Continuous Improvement your target audience and stands the test of time. In the ever-evolving landscape of business, adaptability is As you set out on this path, keep in mind that the real test of key to staying relevant and competitive. Embrace a culture success is not what you sell or how much you charge, but of continuous improvement within your organization, where rather what kind of relationships you build and experiences innovation and experimentation are encouraged at every you provide for your clients. In today's competitive level. industry, you can create a brand that not only survives but thrives with commitment, empathy, and a relentless Regularly solicit feedback from your customers and emphasis on client pleasure. employees, and use data-driven insights to identify areas for - Alaya Brown enhancement. Be open to change and willing to iterate on your products, services, and processes to better align with your customers' evolving needs and expectations. 36 September, 2023 www.thecioworld.com

them to choose your brand over others? What are their Aligning Your Brand Values expectations, and how can you exceed them? In today's socially conscious world, consumers are Conduct surveys, gather feedback, and leverage analytics increasingly gravitating towards brands that align with their tools to gain insights into your customers' needs and values and beliefs. To develop a customer-centric brand, it's preferences. By understanding your customers on a deeper essential to communicate your brand values authentically level, you can tailor your products, services, and marketing and transparently. efforts to resonate with them effectively. Take a stand on issues that matter to your target audience, Building Relationships whether it's environmental sustainability, social responsibility, or ethical sourcing practices. Demonstrate In a world inundated with choices, building strong your commitment to these values through your actions, and relationships with your customers is key to fostering loyalty engage with your customers in meaningful conversations and trust. Take a proactive approach to engaging with your that resonate with their own beliefs. customers at every touchpoint, whether it's through social media, email newsletters, or face-to-face interactions. Measuring Success Listen attentively to their feedback, address their concerns As the adage goes, "What gets measured gets managed." To promptly, and show genuine appreciation for their support. gauge the effectiveness of your customer-centric initiatives, Building a community around your brand fosters a sense of it's essential to establish key performance indicators (KPIs) and regularly track your progress. belonging and creates brand advocates who will champion your products or services to others. Measure metrics such as customer satisfaction scores, retention rates, and Net Promoter Score (NPS) to evaluate Delivering Exceptional Customer Experiences the impact of your efforts on customer loyalty and advocacy. Use these insights to refine your strategies and The cornerstone of a customer-centric brand lies in delivering exceptional experiences at every stage of the allocate resources effectively to areas that drive the greatest customer journey. From the moment a customer discovers impact. your brand to post-purchase support, every interaction should be seamless, personalized, and memorable. In Conclusion Subscription CIO Invest in user-friendly interfaces, streamline your processes, Developing a customer-centric brand is not a one-time and empower your team to go above and beyond to delight endeavor but an ongoing commitment to prioritizing the your customers. Whether it's offering personalized needs and preferences of your customers. By understanding recommendations, providing swift resolution to issues, or your customers, building strong relationships, delivering surprising them with unexpected perks, every interaction exceptional experiences, embracing continuous shapes their perception of your brand. improvement, aligning your brand values, and measuring success, you can create a brand that resonates deeply with Embracing Continuous Improvement your target audience and stands the test of time. In the ever-evolving landscape of business, adaptability is As you set out on this path, keep in mind that the real test of key to staying relevant and competitive. Embrace a culture success is not what you sell or how much you charge, but of continuous improvement within your organization, where rather what kind of relationships you build and experiences innovation and experimentation are encouraged at every you provide for your clients. In today's competitive level. industry, you can create a brand that not only survives but thrives with commitment, empathy, and a relentless Regularly solicit feedback from your customers and emphasis on client pleasure. employees, and use data-driven insights to identify areas for - Alaya Brown enhancement. Be open to change and willing to iterate on your products, services, and processes to better align with your customers' evolving needs and expectations. 36 September, 2023 www.thecioworld.com

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The 10 Most Influential CMOs To Watch In 2023

The 10 Most Influential CMOs To Watch In 2023

Presentation Transcript

The 10 most influential CMOs to watch, 2018

The 10 Most Influential Women Business Leaders to Watch in 2022

The 10 Most Influential CMOs to Watch, 2023

Most Influential CMOs to Follow in 2023

World’s Most Influential Women Leaders to Watch in 2023

The Most Influential Women Leaders to Watch in 2023

The 10 Most Influential CFOs to Watch in 2024