Top 10 Women Leading the MarTech Revolution in 2024

VOL-06 | ISSUE-01 | 2024 Top 10 Women Leading the MarTech Revolution in 2024 Wilasinee Parnurat Navigating Change and Innovation in Marketing

"A woman with a voice is, by definition, a strong woman." - Melinda Gates

Trailblazers in the MarTech Revolution n 2024, the MarTech landscape con?nues to evolve with impressive momentum, and at the forefront of this revolu?on are women leaders driving innova?on, shaping strategies, I and redefining the industry's future. As we reflect on the top women leading the MarTech revolu?on, it becomes evident that their contribu?ons transcend mere corporate success; they embody resilience, vision, and a relentless pursuit of excellence. These leaders are not only breaking through glass ceilings but also sha?ering stereotypes, proving unequivocally that gender is not a barrier to success in the tech world. Their presence at the helm of MarTech companies serves as an inspira?on, not just for aspiring female professionals but for the industry as a whole. What sets these women apart is not just their ability to navigate complex market dynamics or their adeptness with cu?ng-edge technologies but their commitment to fostering inclusive cultures within their organiza?ons. By championing diversity and equity, they are not only driving bo?om-line results but also fostering environments where crea?vity thrives and innova?on flourishes. Moreover, these leaders are not confined to tradi?onal roles within the MarTech sphere; they are catalysts for change across various domains. From advoca?ng for data privacy and ethical AI prac?ces to spearheading sustainability ini?a?ves, their influence extends far beyond boardroom discussions. It's essen?al to recognize that the MarTech revolu?on they are leading is not just about technological advancement; it's about leveraging technology to create meaningful connec?ons, empower businesses, and enrich lives. Their collec?ve impact extends beyond the confines of corporate balance sheets, shaping the future of marke?ng, customer experience, and beyond. Robert฀S. E E

Trailblazers in the MarTech Revolution n 2024, the MarTech landscape con?nues to evolve with impressive momentum, and at the forefront of this revolu?on are women leaders driving innova?on, shaping strategies, I and redefining the industry's future. As we reflect on the top women leading the MarTech revolu?on, it becomes evident that their contribu?ons transcend mere corporate success; they embody resilience, vision, and a relentless pursuit of excellence. These leaders are not only breaking through glass ceilings but also sha?ering stereotypes, proving unequivocally that gender is not a barrier to success in the tech world. Their presence at the helm of MarTech companies serves as an inspira?on, not just for aspiring female professionals but for the industry as a whole. What sets these women apart is not just their ability to navigate complex market dynamics or their adeptness with cu?ng-edge technologies but their commitment to fostering inclusive cultures within their organiza?ons. By championing diversity and equity, they are not only driving bo?om-line results but also fostering environments where crea?vity thrives and innova?on flourishes. Moreover, these leaders are not confined to tradi?onal roles within the MarTech sphere; they are catalysts for change across various domains. From advoca?ng for data privacy and ethical AI prac?ces to spearheading sustainability ini?a?ves, their influence extends far beyond boardroom discussions. It's essen?al to recognize that the MarTech revolu?on they are leading is not just about technological advancement; it's about leveraging technology to create meaningful connec?ons, empower businesses, and enrich lives. Their collec?ve impact extends beyond the confines of corporate balance sheets, shaping the future of marke?ng, customer experience, and beyond. Robert฀S. E

COVER STORY 08 Wilasinee Parnurat Navigating Change and Innovation in Marketing CONTENTS Articles The Future of MarTech Emerging Technologies and 16 Trends Personalization at Scale Leveraging MarTech for 20 Targeted Marke?ng

Company Name Brief Featured Person As a visionary experiential marketing leader, Crystal excels in Crystal Anderson OpsRamp driving brand awareness, customer engagement, and new Director of Marketing opsramp.com customer acquisition through cutting-edge B2B marketing and Field Events strategies, ABM, and project management. Jane is a manager and strategist who's focused on creating Mighty Networks Jane Stecyk content that converts, and a life-long learner who's eager to take SVP of Marketing mightynetworks.com on new challenges. FOLLOW US ON Merry D'Souza Editor-in-Chief www.facebook.com/ciowomenleaders As a seasoned content marketer and storyteller, Jordann excels Jordann Kaye in crafting compelling narratives. With over a decade of Zolo Canada www.twitter.com/ciowomenleaders Content Marketing Deputy Editor Robert S. experience, she creates impactful content at Zolo Canada and My zolo.ca Manager and Spokesperson Alternate Life. Susan J. Executive Editor WE ARE ALSO AVAILABLE ON Assistant Editor Anish M. Kailey has dedicated myself to advancing our mission. From Gun Owners Of America Kailey Nieman spearheading GOA's Strategic Partnership and Caliber Club VP of Marketing initiatives to empowering grassroots activists, she is committed gunowners.org David King Visualizer to relentless progress and unwavering dedication. CONTACT US ON Art & Design Director Peter K. For the past 20 years, Krysta worked alongside leaders and Email Krysta Larson Associate Designer James B. teams to bring clarity to their communications. The industry Skykit Vice President and info@ciowomenleaders.com background spans agriculture, food & beverage, manufacturing, skykit.com Head of Marketing supply chain & logistics, transportation and more. For Subscription Senior Sales Manager Daniel Thompson www.ciowomenleaders.com As the VP of Marketing, Nicole leads a team of experts in Marketing Manager John Matthew GoodLife Fitness branding, social media, licensing, sponsorships, and design to Nicole Pekerman Copyright © 2024 CIO Women create engaging and impactful campaigns that inspire Canadians VP of Marketing goodlife?itness.com Leaders, All rights reserved. to live a healthy and active lifestyle. The content and images used Technical Head George K. in this magazine should not Franklin G. SME-SMO Executive be reproduced or transmitted With a penchant for building teams, products, and markets, Rachel Hepworth Notion W in any form or by any means, Rachel thrives on merging analytical prowess with creative ?lair Head Of Marketing makenotion.com electronic, mechanical, in marketing endeavors. Eric Martin Business Development Manager photocopying, recording or otherwise, without prior David, Alan Sales Executives Ruth Cotter Ruth is the SVP of AMD, building great products that accelerate permission from CIO Women Business Development Executives Steve, Joe SVP, Marketing, HR, AMD next-generation computing experiences – the building blocks for Leaders. Reprint rights remain Investor Relations and the data center, arti?icial intelligence, PCs, gaming and amd.com solely with CIO Women Digital Marketing Manager Dominique T. Strategy embedded. Leaders. As an outcomes-driven organizational leader with over 25 years Trina Notman Research Analyst Frank Adams Accent Inns contact@ciowomenleaders.com of acclaimed success, Trina anchors her work in research and VP Marketing & accentinns.com Circulation Manager Robert Brown strategic precision. Communications June, 2024 Database Management Stella Andrew Technology Consultant David Stokes Wilasinee is Country Manager/Managing Director of Bata, a Wilasinee Parnurat Bata global concern with more than 32,000 employees, 21 production Country Manager/ facilities, over 5,300 stores in more than 70 countries across the bata.com Managing Director globe.

C o v e r S t o r y Wilasinee Parnurat Country Manager/Managing Director Bata Under her leadership, Bata Thailand is poised to reach greater heights, challenge stereotypes, and break gender biases. “ Wilasinee Parnurat Navigating Change and Innovation in Marketing

Top 10 Women Leading the MarTech Revolution in 2024 are viewed as opportuni?es for learning and improvement. A Career in Marke?ng Evolu?on! Amidst challenges and triumphs, her unwavering determina?on shines through as she charts a course he marke?ng sector is constantly shaped by evolving toward success, guided by a clear vision and mission. market trends and consumer behaviors. In this T complex field, understanding the synergy between In her role at Bata Thailand, Wilasinee leads a vision to reclaim the company’s posi?on as a market leader. Bata marke?ng and consumer behavior is essen?al. Marke?ng has a long-standing history and a global presence, with a serves as the catalyst for connec?ng products and services commitment to delivering quality products that cater to with poten?al consumers, while consumer behavior the needs of its diverse customer base. highlights the tough pa?erns driving purchasing decisions. Under her leadership, Bata Thailand is poised to reach This symbio?c rela?onship underscores the necessity for greater heights, challenge stereotypes, and break gender biases. Her leadership style, which emphasizes innova?on, businesses to delve into consumer behavior insights, agility, and a ‘fail fast, learn fast’ mentality, is set to steer enabling them to cra? tailored marke?ng strategies that the company towards a future of con?nued success. resonate deeply with their target audience. C Let’s explore Wilasinee’s journey towards market Embracing change and innova?on in the marke?ng sector dominance: o served to fuel the passion of marke?ng leaders, pushing v Breaking Barriers in the Corporate World them to reach new heights in their careers. One such e passionate individual is Wilasinee Parnurat, whose Despite gradua?ng from a school of Material Science and leadership as Country Manager/Managing Director r Engineering, Wilasinee made the decision to pursue a exemplifies a commitment to fostering unity and agility career in Product Marke?ng a?er obtaining MIS and MBA S She demonstrates within her team. degrees. Her first role in this field was at Samsung Mobile, t which quickly captured her interest, and she began to the behavior develop a deep passion for it. With a focus on embracing change and encouraging bold o that she wants ini?a?ves, she cul?vates an environment where challenges r y people to follow.“

is to ensure that everyone understands the reasons behind Working in the Brand Development team at Unilever’s the changes they are making and the importance of staying regional and global offices further solidified her agile and responsive. enthusiasm for marke?ng. By driving the obsession and fostering a strong sense of The blend of logic and crea?vity in this field resonated with unity and teamwork, they can overcome any obstacles, leverage their strengths, and achieve the intended her, and she found it to be a perfect fit. Upon returning to transforma?on efficiently and harmoniously. Thailand, she was given the opportunity to join L’Oreal, where her marke?ng career reached new heights as she With a focus on growth and innova?on, they have also took on the management of the largest por?olio of the big adopted a ‘fail fast and learn fast’ mentality. She three beauty brands. encourages everyone in the organiza?on to be bold and try new ini?a?ves, taking calculated risks, and if they fail, moving on to the next one quickly. However, they also The ever-evolving dynamics of marke?ng in FMCG, coupled emphasize the importance of extrac?ng valuable lessons with shi?s in consumer behaviors and the market and insights, allowing them to con?nuously improve and landscape, fuel her passion for her work. Despite the evolve as a team. C challenges presented during the pandemic, her role as CMO at Yves Rocher was a milestone that paved the way The Power of Passion in Leadership o for her current posi?on as Country Manager/Managing v Passion shines brightest in all that she does. No ma?er the Director of Bata Thailand. mission she embarks on, her enthusiasm and energy are e always at the forefront. Passion goes beyond just a strong She is honored to be the first woman and first local to hold r posi?ve feeling; it encompasses vision, excitement, and this posi?on since the company’s establishment in 1929. zeal. It ignites dedica?on and perseverance, and it is also S While the journey has not been easy, she is thrilled and contagious! Crea?ng a team of passionate and mo?vated t proud to have the opportunity to lead the company to individuals starts with her as the leader. greater heights, challenge stereotypes, and break gender o Another key trait is the ability to have an eye for innova?on biases. r Learning from Failures and out-of-the-box ini?a?ves while also being adaptable and having a growth mindset. She firmly believes that y Driving Growth through Innova?on and Agility Among all of these, promo?ng an open failure culture—the innova?on is crucial for success and progress in a ‘fail fast, learn fast’ approach she men?oned before—is compe??ve world that is constantly evolving. Embracing change and transforma?on can be challenging, always the one she u?lizes the most. Under her leadership, Bata Lastly, possessing courage is essen?al for leadership. especially within a team as diverse as theirs. However, she Thailand is poised to reach greater The team members are encouraged to be transparent Making tough decisions, facing challenges, and taking risks believes that, with the right mindset and commitment, about mistakes and failures and are supported to learn are all part of the journey to success. From the beginning heights, challenge stereotypes, they can all move forward together. As the leader, her role from their failures. The emphasis is on iden?fying the root of her career, she has always embraced courage as a key and break gender biases. causes of failures and using that knowledge to improve factor in propelling her to where she is today. processes, products, or services. Learning from failures is viewed as an essen?al step on the path to success. It also Mastering Time Management for Work-Life Harmony valued and encourage them to keep innova?ng and fosters trust and collabora?on among team members, as crea?ng. people feel comfortable admi?ng mistakes and asking for Achieving a harmonious balance between professional help without fear of retribu?on. Ul?mately, an open failure commitments and personal well-being has become an Building a Consumer-Centric Corporate Culture culture helps organiza?ons be more innova?ve, adap?ve, increasingly complex challenge for her. “ and resilient in the face of challenges and uncertain?es. This also begins with the development of corporate Time is always limited, but by priori?zing, managing ?me culture. “Consumers First” or “Consumer Centricity At the same ?me, recogni?on and reward are also effec?vely, and se?ng clear boundaries, she is commi?ed Culture” has been adopted and embraced in recent periods important. Team efforts, achievements, and learnings, not to making more ?me for leisure travel and her personal to cater to all strategies and ac?on plans according to the only for their outcomes, should be acknowledged and agenda. real needs of consumers. celebrated. This will help the team feel appreciated and

This requires an obsession for everyone in the organiza?on Also, she suggests aspiring leaders to be bold! The doors to follow what consumers are talking about and demand as will be opened to those who are bold enough to knock. common habits. Time is the most precious thing, so she advises not to waste too much ?me overthinking. In parallel, they also provide the resources and explore the tools to aid the team in gaining more insight and staying up The Compe??ve Edge of Diverse Teams to date. This includes social listening, conduc?ng consumer connec?on sessions, and training and sharing from outside Diverse teams incorpora?ng a wide range of perspec?ves, experts. experiences, exper?se, and backgrounds possess a compe??ve edge in problem-solving, crea?vity, and driving Building Trust in Teams posi?ve change. Wilasinee always leads by example! The more diverse these teams are along many dimensions, the more likely they are to draw inspira?on from seemingly She demonstrates the behavior that she wants people to unrelated places. These combina?ons of ideas lead to follow. If she demands a lot from her team, she is also more unlikely—and more innova?ve—ideas. willing to set high standards for herself. Aligning her words and ac?ons helps to build trust and makes her team more Yet one key thing is to make sure they acquire diversity to willing to follow her example. establish a culture in which all employees feel free to contribute ideas and realize that their diverse voices are heard. By embracing diversity in their workforce, they gain deeper insights into market trends, customer preferences, and emerging opportuni?es, allowing them to develop products and services that resonate with a broader range of customers. Se?ng a Clear Vision and Mission for Success As a leader, she starts by having a clear vision and mission. That would help present the most important objec?ves, KPIs, and strategies and filter out the ones that are not relevant or aligned by balancing the trade-offs. Then, she sets rankings according to urgency, importance, value, and resource requirements. Aiming for the Top Spot She has a clear vision for Bata Thailand: to guide their team to achieve the highest sales in almost a century and reclaim their spot as the number one market leader. As the first Thai woman to hold this pres?gious posi?on, she is determined to break stereotypes and biases surrounding gender roles. She hopes to set an inspiring example for future female leaders, empowering them to con?nue the legacy of success.

The Future of MarTech Emerging Technologies and Trends n today's digitally-driven world, marke?ng is not just about reaching a broad audience; it's about connec?ng with individuals on a I personal level. With the advancement of technology, marketers now A have an array of tools at their disposal to tailor messages and r experiences to the unique preferences and behaviors of each consumer. This approach, known as personalized marke?ng, has become a t cornerstone of successful marke?ng strategies. At the heart of this i strategy lies Marke?ng Technology or MarTech, a set of tools and technologies that empower marketers to deliver personalized c experiences at scale. l e Understanding Personaliza?on in Marke?ng Personaliza?on in marke?ng is about more than just addressing someone by their first name in an email. It's about understanding who your customers are and what they care about and delivering relevant messages and experiences that resonate with them. From product recommenda?ons based on past purchases to targeted adver?sements based on browsing history, personaliza?on allows brands to create meaningful connec?ons with their audience. The Role of MarTech in Personaliza?on MarTech encompasses a wide range of tools and technologies designed to streamline and enhance various aspects of marke?ng, from customer rela?onship management (CRM) systems to email marke?ng pla?orms and data analy?cs tools. These technologies serve as the backbone of personalized marke?ng strategies, enabling marketers to collect, analyze, and act on data in real-?me to deliver personalized experiences across mul?ple channels. JUNE 2024 JUN E 202 4 www.ciowomenleaders.com www.ciowomenleaders.com 16 17

Data Collec?on and Analysis personalized experiences at scale. By analyzing user data, including viewing history, ra?ngs, and browsing behavior, "The future belongs to At the core of personalized marke?ng is data. MarTech Ne?lix is able to recommend personalized content to each tools enable marketers to gather vast amounts of data subscriber, increasing user engagement and reten?on. those who believe from various sources, including website interac?ons, social media ac?vity, purchase history, and more. Advanced Amazon in the beauty of analy?cs capabili?es allow marketers to gain insights into their dreams." customer behavior, preferences, and intent, helping them Amazon, the e-commerce giant, is renowned for its be?er understand their audience and tailor their marke?ng personalized shopping experience. Through its use of - Eleanor Roosevelt efforts accordingly. MarTech tools and algorithms, Amazon delivers personalized product recommenda?ons, targeted email Customer Segmenta?on campaigns, and customized offers to millions of customers worldwide, driving sales and loyalty. Once data is collected and analyzed, marketers can use segmenta?on techniques to divide their audience into Overcoming Challenges smaller, more targeted groups based on common characteris?cs or behaviors. MarTech pla?orms o?en offer While MarTech offers immense poten?al for personalized sophis?cated segmenta?on capabili?es, allowing marke?ng, it also presents challenges, including privacy marketers to create highly specific audience segments and concerns, data security issues, and the need for skilled deliver personalized content and offers to each group. personnel to manage and interpret data effec?vely. Marketers must strike a balance between leveraging Content Personaliza?on customer data to deliver personalized experiences and respec?ng consumer privacy and data protec?on regula?ons. With the rise of content marke?ng, personalized content has become increasingly important for engaging audiences. The Future of MarTech and Personaliza?on MarTech tools enable marketers to dynamically generate and deliver personalized content based on individual preferences and behaviors. Whether it's customized As technology con?nues to evolve, the future of MarTech product recommenda?ons, personalized email campaigns, and personalized marke?ng looks promising. or targeted website content, MarTech makes it possible to Advancements in ar?ficial intelligence (AI), machine deliver the right message to the right person at the right learning (ML), and predic?ve analy?cs will further enhance ?me. marketers' ability to understand and an?cipate customer needs, delivering hyper-personalized experiences in real Omnichannel Engagement ?me. In today's mul?-channel landscape, consumers expect Conclusion seamless experiences across all touchpoints. MarTech enables marketers to orchestrate omnichannel marke?ng In an increasingly compe??ve marketplace, personalized campaigns, delivering consistent messaging and marke?ng has become a necessity for brands looking to personalized experiences across channels such as email, engage and retain customers. MarTech serves as the social media, mobile apps, and websites. By leveraging enabler of personalized marke?ng strategies, providing MarTech, marketers can ensure that each interac?on with marketers with the tools and technologies they need to a customer is relevant, cohesive, and tailored to their collect, analyze, and act on customer data in real ?me. By individual preferences. leveraging MarTech effec?vely, brands can deliver personalized experiences at scale, fostering stronger Case Studies: MarTech in Ac?on connec?ons with their audience and driving business growth in the digital age. Ne?lix Ne?lix, the world's leading streaming service, is a prime example of how MarTech can be used to deliver JUNE 2024 www.ciowomenleaders.com 18

Personalization at Scale Leveraging MarTech for Targeted Marketing n the dynamic landscape of marke?ng, staying ahead means embracing innova?on A I and leveraging emerging technologies. As r we journey into the future, the evolu?on of Marke?ng Technology (MarTech) con?nues to t reshape how businesses connect with their i audience, driving engagement and delivering personalized experiences. Let's explore the key c emerging technologies and trends shaping the l future of MarTech. e The Rise of Ar?ficial Intelligence (AI) and Machine Learning (ML) Ar?ficial Intelligence and Machine Learning have emerged as game-changers in MarTech, revolu?onizing how marketers analyze data, automate processes, and deliver personalized experiences. AI-powered algorithms can crunch vast amounts of data in real ?me, uncovering insights into customer behavior and preferences with unprecedented accuracy. From predic?ve analy?cs to chatbots and virtual assistants, AI and ML are transforming every facet of marke?ng, enabling brands to an?cipate customer needs and tailor interac?ons accordingly. JUNE 2024 JUN E 202 4 www.ciowomenleaders.com www.ciowomenleaders.com 20 21

www.ciowomenleaders.com Hyper-Personaliza?on at Scale marke?ng efforts, with brands priori?zing ethical data prac?ces and building long-term rela?onships based on Personaliza?on has been a cornerstone of effec?ve mutual respect and consent. marke?ng for years, but with the advent of advanced technologies, it's reaching new heights. MarTech pla?orms Blockchain Technology for Transparency and Trust equipped with AI and ML capabili?es can now deliver hyper-personalized experiences at scale, dynamically Blockchain technology, best known for its role in genera?ng content, recommenda?ons, and offers tailored cryptocurrency, is gaining trac?on in MarTech for its to each individual's preferences and behaviors. Whether poten?al to enhance transparency, security, and trust in it's personalized emails, targeted ads, or customized marke?ng transac?ons. By leveraging blockchain, product recommenda?ons, hyper-personaliza?on allows marketers can create immutable records of customer brands to forge deeper connec?ons with their audience, interac?ons, ensuring data integrity and authen?city driving engagement and loyalty. throughout the customer journey. Moreover, blockchain- based smart contracts enable transparent and tamper- Augmented Reality (AR) and Virtual Reality (VR) proof agreements between adver?sers and publishers, elimina?ng fraud and ensuring fair compensa?on for all Augmented Reality and Virtual Reality are no longer par?es involved. confined to the realm of gaming and entertainment; they're increasingly becoming integral to marke?ng Embracing the Future of MarTech strategies across industries. MarTech pla?orms are leveraging AR and VR technologies to create immersive As we venture into the future, the possibili?es for MarTech brand experiences, allowing consumers to interact with are boundless. From AI-driven personaliza?on to products and services in virtual environments. From virtual immersive AR experiences and voice-ac?vated marke?ng, try-on experiences to interac?ve product demonstra?ons, emerging technologies are reshaping the marke?ng AR and VR are transforming how brands engage with their landscape, offering new opportuni?es for brands to audience, driving excitement and differen?a?on in connect with their audience in meaningful ways. However, crowded markets. with innova?on comes responsibility; marketers must navigate the ethical and regulatory challenges inherent in Voice Search and Conversa?onal Marke?ng the use of advanced technologies, priori?zing transparency, privacy, and trust. By embracing the future of With the prolifera?on of voice-ac?vated devices and virtual MarTech and staying ahead of the curve, brands can drive assistants, voice search is rapidly becoming the preferred innova?on, foster engagement, and build las?ng way for consumers to access informa?on and make rela?onships with their audience in the digital age. purchases. MarTech pla?orms are embracing voice search technology, op?mizing content and campaigns for voice- enabled devices and pla?orms. Moreover, conversa?onal marke?ng, powered by chatbots and voice assistants, is enabling brands to engage in real-?me conversa?ons with customers, providing personalized assistance and recommenda?ons throughout the buyer's journey. Data Privacy and Compliance As consumer awareness around data privacy and security grows, regula?ons such as GDPR and CCPA are reshaping the marke?ng landscape. MarTech pla?orms are evolving to ensure compliance with these regula?ons, implemen?ng robust data protec?on measures and giving consumers greater control over their personal informa?on. Moreover, transparency and trust have become paramount in JUNE 2024 www.ciowomenleaders.com 22

The MarTech Revolution is not about replacing humans with machines; it's about empowering humans with machines to do what they do best: create, connect, and innovate.

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Top 10 Women Leading the MarTech Revolution in 2024