CXO Outlook – Magazine – December 2023 – Most Inspiring Business Leaders 2023

GLOBAL EDITION

DECEMBER 2023

INSIGHTS. IDEAS. INSPIRATIONS

MOST INSPIRING

BUSINESS LEADER 2023

FEATURING INSIDE Debra Ruh

CEO, Ruh Global IMPACT

John Liu

Chief Executive Officer, jumpAD

Sven E. Rischko Founder and Managing Director, KRONOS Advisory GmbH

Volodymyr Gubskyi CO-FOUNDER and CEO of IVM Markets Inc

Klaus Kunz

VP, Head of ESG, External Engagement and Performance Reporting, Bayer

Marianne Brits-Strodl 1

The Group Chief Operating Officer (COO), BIPROCSI

Sarah Beale CEO, AAT

GLOBAL SPEAKER, CONNECTOR, AUTHOR, SENATOR, & AMBASSADOR, WOMEN IN GAMES

PAVING THE WAY FOR FEMALE ENTREPRENEURS & LEADERS

CXO OUTLOOK December 2023

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CXO OUTLOOK December 2023

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CXO OUTLOOK December 2023

December 2023

Vol - 4

Issue - 15

Managing Editor Sarath Shyam Creative Consultants Charlie Jameson Louis Bernard

Branding & Marketing Partnerships Jennifer Anderson Anna Elza Monica Davis Stephen Donnell Jessica Edword Susan Miller

Consultant Editors Dr. John Andrews Naomi Wilson Emma James Stanly Lui Andrew Scott Steve Hope Sabrina Samson Keith Alexander Editorial Enquiry admin@cxooutlook.com

Partnerships Enquiry admin@cxooutlook.com

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CXO Outlook is a digital magazine published by Connecta Innovation Private Limited. All rights reserved. The opinions expressed in the content and pictures provided are those of the authors. They do not purport to reflect the opinions or views of the Connecta Innovation Private Limited or any of its members and we do not assume any responsibility. The publisher does not assume any responsibility for the advertisements, its content, pictures, and all representation of warranties made in such advertisements are those of the advertisers and not of the publisher. CXO Outlook is a Free Subscription digital magazine strictly not for sale and has to be strictly for internal private use only. Publisher does not assume any responsibility arising out of anyone printing copy of this digital magazine in any format and in any country and all matters related to that.

CXO OUTLOOK December 2023

LETTER FROM THE EDITOR

Navigating the Future: A Glimpse into Leadership Excellence and 2024 Trends

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s we stand on the cusp of 2024, the everevolving landscape of leadership is poised to undergo transformative shifts.

Embracing these emerging trends will undoubtedly be the key to navigating the complexities of the modern business environment.

First and foremost, the future of leadership lies in the adept handling of technological advancements.

The rapid integration of artificial intelligence, machine learning, and automation demands leaders who not only understand these technologies but can harness their potential to drive innovation and efficiency.

Successful leaders will be those who foster a culture of continuous learning and adaptability within their organizations, ensuring that teams stay ahead in the tech curve.

Collaboration and interconnectedness are set to be pivotal themes in the leadership narrative of 2024. The challenges we face on a global scale, from climate change to public health crises, necessitate leaders who can foster collaboration not only within their organizations but

across industries and borders.

The ability to build strategic partnerships and alliances will be a hallmark of effective leadership, transcending traditional boundaries for the greater good.

Welcome to the latest issue of CXO Outlook Magazine, where we delve into the world of leadership excellence and bring you the Most Inspiring Business Leader of 2023. Our pages are filled with insights that not only reflect the current state of leadership but also offer a glimpse into the trends that will shape 2024.

This edition's cover proudly features Lucy Chow, a Global

Speaker, Connector, Author, Senator, and Ambassador for Women in Games. Her dedication to the innovation space, both as a supporter of founders and an investor, has earned her welldeserved recognition. Lucy's recent accolade as one of the 50 Inspiring Female Business Leaders of 2023, as acknowledged by Arabian Business, further highlights her 5 impact on the global stage.

As an Ambassador for Women In Games (WIGJ), Lucy Chow champions diversity and inclusivity in an industry that is rapidly evolving. Her influence extends beyond the boardroom, evident in her book, "Changing the Game: Discover How Esports and Gaming are Redefining Business, Careers, Education, and the Future," released in October 2022.

Thank you for joining us on this insightful journey. We trust that the pages of CXO Outlook Magazine will captivate your mind and inspire your leadership aspirations.

Enjoy Reading.

Sarath Shyam CXO OUTLOOK December 2023

CONTENTS

CONTENTS

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COVER STORY

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LUCY CHOW GLOBAL SPEAKER, CONNECTOR, AUTHOR, SENATOR, & AMBASSADOR,

WOMEN IN GAMES

PAVING THE WAY FOR FEMALE ENTREPRENEURS & LEADERS CXO OUTLOOK December 2023

MOST INSPIRING

BUSINESS LEADER 2023

28 John Liu

CEO of jumpAD

Unleashing Innovation in AI-Driven Digital Advertising

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Sven Rischko

Founder & Managing Director of KRONOS Advisory GmbH

Navigating Financial Excellence with an Unparalleled Commitment to Client Success

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62 Volodymyr Gubskyi CO-FOUNDER and CEO of IVM Markets Inc

Revolutionizing Finance with AI-Powered Suite and Client-Centric Innovation

CXO OUTLOOK December 2023

CONTENTS

CONTENTS 8

Driving Innovation & Change for a Sustainable Future

Driving Global Accessibility & Inclusion

Klaus Kunz, VP, Head of ESG / External Engagement and Performance Reporting, Bayer

Debra Ruh, CEO, Ruh Global IMPACT

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LEADER'S INSIGHTS EXPERT OPINION

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Exploring Consumer Behaviour: A Deeper Dive into Marketing Strategy Transformation Beyond Demographics Marianne Brits-Strodl, The Group Chief Operating Officer (COO), BIPROCSI CXO OUTLOOK December 2023

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Globalisation and Digitalisation Provide Opportunities to Increasing Accessibility and Improving Standards Sarah Beale, CEO, AAT

Want to Sell or find Investor for your Business?

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DigitalCXO FirstOUTLOOK Magazine August 2023 2021 December

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COVER STORY

LUCY CHOW GLOBAL SPEAKER, CONNECTOR, AUTHOR, SENATOR, & AMBASSADOR,

WOMEN IN GAMES

PAVING THE WAY FOR FEMALE ENTREPRENEURS & LEADERS Lucy Chow is focused on the innovation space, both in terms of supporting founders and as an investor. She was recently recognized by Arabian Business as one of 50 Inspiring Female Business Leaders 2023. She is pleased to be an Ambassador for Women In Games (WIGJ) and her book, “Changing the Game: Discover How Esports and Gaming are Redefining Business, Careers, Education and the Future,” was released in October 2022.

Recently, in an exclusive interview with CXO Outlook Magazine, Lucy shared her professional journey, personal role models, significant career achievements, the secret mantra behind her success, pearls of wisdom, and much more. The following excerpts are taken from the interview.

CXO OUTLOOK December 2023

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Lucy, how did you find your start in the industry, and how did you arrive at your current position?

I spent 15 years in banking/financial services and a decade ago, I helped to co-found an angel network focused on investing in female founders. Hence now, I am known as one of the “OG” investors in the UAE. I have always been an advocate and capacity builder focused on digital transformation as it applies to businesses, as well as the education sector. I started as an angel investor and today I represent the World Business Angels Investment Forum, holding three roles. Because the WBAF is an affiliated partner with the G20 Global Partnership for Financial Inclusion, I am in an advocating role. Advocating for more people to think about investing in businesses/ startups. Entrepreneurs are the bedrock of every nation’s economy. Without funding, they never flourish, and economies never grow.

And naturally no matter what role I hold, in whatever organization - I am promoting women. Whether it is more funding for female entrepreneurs or more women in the C Suite or Boardroom - that is a constant message of mine. Which naturally leads me to my book.

Once my book came out the content is also very relevant to investors. If you are focused on the future of work, then the gaming sector needs to be supported. The growth and opportunities are vast. I also include the opportunities for women in this sector. There is an entire section focused on ‘Women in Games.’ Over time, I have been fortunate enough to build a reputation as a subject matter expert in female advocacy, angel investing and the importance of embracing new technologies.

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Working in a historically male-dominated industry, what has been your journey breaking down barriers and stepping into leadership roles?

As a businesswoman, unfortunately I have lived the inequality. I understand it is pervasive. And even though we are living in 2023, there is gender inequality in almost every sector and field you

My book ‘Changing the Game’ was motivated entirely by my desire to take the stigma out of gaming/esports. It is an industry that cannot and should not be ignored by any business leader, educator, investor, or parent

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name. Whether it was in banking (which is where I started) and/or becoming an investor I don’t really focus on the fact that I am a woman.

I just plow ahead. Obviously, I have been fortunate to have people that support me in whatever I put my mind to. My father is still my biggest cheerleader. My husband, my son. I am very fortunate to know men and women that believe in what I can bring to the table. Whatever that table may look like. I talk about imposter syndrome and how that is still there for me sometimes. If someone offers an opportunity, but I have self-doubt, I still push through it.

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You are the Author of “Changing the Game: Discover how Esports and Gaming are Redefining Business, Careers, Education and the Future.” Can you please share the major takeaways from this book?

My book ‘Changing the Game’ was motivated entirely by my desire to take the stigma out of gaming/ esports. It is an industry that cannot and should not be ignored by any business leader, educator, investor, or parent. Gaming is now a bigger industry than movies and sports combined. Advances in gaming technology are set to offer gamers more immersive gameplay than ever before. The metaverse and virtual reality will be a driving force of growth for the gaming industry, and

CXO OUTLOOK December 2023

As an investor, I am always looking for ideas that are disruptive and by providing startup capital, I am actively supporting innovation and innovators

I believe it is also a sector deeply tied to the future of work. In fact, another point of the book is to highlight that a myriad of skillsets is required in this industry.

Anyone can find a role for themselves in the gaming/esports sector.

After reading chapters from 38 contributors ranging from psychologists, educators, entrepreneurs to students, you will discover the impact eSports has had on the business world and how mainstream it has become. From legal firms specializing in gaming, to traditional brands sponsoring gaming/eSports tournaments. This is no longer a niche industry. It is the workplace of the future.

The gaming industry is evolving constantly, what keeps you at the forefront of the trends?

Because we have been experiencing ‘megatrends’, like climate change and AI. These tsunamis of change come from different directions and create unpredictability for both people and institutions. Therefore, we need to design and prepare for constantly changing conditions. I embrace what I do not know. As a business person, we should not focus on just one-time reskilling, but continuous reskilling. For example, artificial intelligence and automation, two tech innovations poised to dominate in the future of work, we all need to be open to understanding better. I am currently enrolled in the SheFi 13-week program, which provides women with a deep understanding of the Web3 and crypto ecosystem. The only way to stay on top of evolving trends is to stay on top of evolving trends.

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I am not setting out to be a role model to anyone, but if I can impact a student, entrepreneur or whomever – if I have somehow made a connection, that is a huge win for me!

CXO OUTLOOK December 2023

Who or what inspires you and why?

My parents, who immigrated to Canada.

I am the first generation on both sides of my family to attend university. We lived very frugally growing up, but I didn’t realize the full extent of my parents’ sacrifice until I started my first job out of university. My Dad revealed to me that my very small annual salary was more than he had ever made in a year, ever. And he raised three kids and single handedly sponsored more than 10 family members to become Canadian citizens over the years. That was one of my big ‘aha’ moments. How hard he worked to provide for his family.

What do you think is the biggest barrier for women in the industry, today? How do you think this barrier can be overcome?

Let’s first look at the evolution of games themselves. The movement away from objectification and damsels-in-distress stereotypes that alienated women from gaming in past decades is one factor.

A barrier as women felt intimidated and singled out. However, importantly, the industry itself is becoming more inclusive. For example, companies such as Ubisoft, have been announcing their appointment of senior leaders in diversity and inclusion roles to accelerate their culture shift. From an educational perspective, there is a movement to encourage more girls to take STEM and STEAM courses. All these factors are

positive indicators in society that it is fine to be a girl and to game and/or consider the industry as a viable career choice!

You have been a recipient of prestigious awards and accolades over the years. What is the secret mantra behind your success?

As an investor, I am always looking for ideas that are disruptive and by providing startup capital, I am actively supporting innovation and innovators. Furthermore, I am a ‘friend to the new.’ For example, by writing a book focused on the gaming and esports sector, I am shining a light on how innovation surrounds us and importantly, that all business leaders need to be aware of how a thriving sector, such as games, can impact us.

Always stay curious.

What do you consider to be the biggest achievement of your career, so far?

If I can influence, or somehow encourage someone to make a positive life change then that to me is significant. For example, a fabulous Canadian female entrepreneur said she heard me speak in a webinar and was inspired to uproot from Canada and relocate to Dubai. She told me this the first week she arrived in Dubai. Today she is running a thriving business.

She designs and creates innovative growing towers using aeroponic systems. Providing entrepreneurs and farmers an aeroponic turnkey solution to grow fruits & vegetables indoors

CXO OUTLOOK December 2023

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and outdoors. I am not setting out to be a role model to anyone, but if I can impact a student, entrepreneur or whomever – if I have somehow made a connection, that is a huge win for me!

What does the future of gaming look like to you in the next 5 years?

I have predicted that in the gaming/esports sector we can expect to see tourism developing around this sector. This is happening in various parts of the world already, such as Busan in Korea. But we can also expect to see esports hotels. I predict that may happen first in the Middle East.

CXO OUTLOOK December 2023

What advice would you give to others who are just starting out in this industry?

We are fortunate to be able to access so much via podcasts, newsletters and social media.

So firstly, connect with those who may be of help via LinkedIn. Subscribe to relevant newsletters and podcasts. Join communities such as Women In Games, Games for Good, and specific Discord and Streamer groups as a start. Start networking and making a connection with people in the industry. Communities such as SheFi are all about promoting students who have taken their course and posting lots and lots of job opportunities in the Web3 space.

SlimYoo

slimyoo.com

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CXO OUTLOOK istockphoto.com/DanielBendjy December 2023

LEADER’S INSIGHTS

Driving Innovation & Change for a Sustainable Future Klaus Kunz, VP, Head of ESG / External Engagement and Performance Reporting, Bayer

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What do you think are the biggest challenges facing businesses when it comes to sustainability?

There is still a common understanding in many companies that sustainability and business are trade-offs, that embedding sustainability only comes at costs and at best adds some reputational value. However, there is no sustainable business which is not profitable, but new parameters may be included in decision making. The key challenge is to find that value in changing businesses, products and innovation towards

a more integrated view including societal and environmental dimensions.

Are there any sustainability trends that have caught your attention and that you believe companies should keep an eye on in 2024?

I think the overarching megatrends are very clear, independent from the concrete business sector. In the environmental space we talk about climate change, biodiversity loss, water scarcity, pollution and plastic waste. The model

In the social area human and labor rights, diversity and gender equality are on top of mind. Many companies have made commitments to address these issues and implemented respective measure

CXO OUTLOOK December 2023

Klaus Kunz holds a PhD in Organic Chemistry and an MBA. He joined Bayer in 2001 and has gained 22 years of experience directing business strategic topics at a global level, taking leadership and executive roles in research, R&D project management, regulatory and public/governmental affairs, sustainability and business stewardship. Since February 2022, he has been responsible for ESG strategy, non-financial and sustainability reporting and engagement with partners, investors and other stakeholders on ESG and sustainability-related matters. Integration of sustainability into business has been at the core of Klaus’ work for many years.

Klaus is a member of the advisory board of the All-Party Parliamentary Group on ESG (UK), senior advisor for the think tank Climate & Company, member of the ESG practitioners of the WEF, the Competent Boards Faculty and other international initiatives. He is passionate about driving innovation and change, cross-cultural collaboration, politics, history and science, also holding a lectureship for chemistry at the University of Aachen.

Recently, in an exclusive interview with CXO Outlook Magazine, Klaus shared his insights on the biggest sustainability challenges faced by today’s businesses, his professional journey, significant career milestones, future plans, pearls of wisdom, and much more. The following excerpts are taken from the interview.

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of the planetary boundaries and how we are exceeding those is very helpful to start your own analysis. In the social area human and labor rights, diversity and gender equality are on top of mind. Many companies have made commitments to address these issues and implemented respective measure.

But while in 2018-2020 there was a great appetite to communicate commitments, we have now arrived at a point where the low hanging fruits have been collected and the painful work starts. A very illustrative example is the heated debate about scope 3 emissions and respective reduction targets. Some companies are beginning to step down with their ambitions. Another

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example is the increasing discussion around the term “ESG” itself. That is a concerning trend.

We will see now how those who walk the talk separate form those who don’t.

Klaus, could you share your journey to becoming an expert in your current position as VP, Head of ESG / External Engagement and Performance Reporting at Bayer?

It has been a long journey, beginning with a young chemist, coming straight from the university to Bayer and trying then for 8 years to find a new fungicide. Then I was ready to leave this purely science focused space to enter

a larger area: Development, being responsible for a new insecticide development candidate. I began to understand the width and depth of the Bayer world, worked with Business, Regulatory and Product Supply functions and with our country organizations. It was the time to accept that the German way of doing things only works in Germany, that it is key to understand, respect and ideally partly adopt to local and cultural differences to make progress together.

The biggest learning came when leading the regulatory team for insecticides afterwards, when I was confronted with controversial discussions around bee and pollinator safety of our products on a daily basis. Only transparency

and openness can help, other, more traditional corporate behaviors are typically aggravating these conflicts. Probably one of the biggest moves where I was involved was to open all Bayer files about safety data of our crop protection products to the public.

It was a great reward for me that the company then tasked me to lead Sustainability and Business Stewardship in the Crop Science division, right with the acquisition of Monsanto in 2018. We implemented a real sustainable business strategy with respective business plans and measures. After this I was ready to take the role for ESG, now responsible for all Bayer businesses.

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Looking at sustainability and ESG in the light of credible claims and reporting requirements, we will have to learn to deal with a new, huge data set, complementing traditional financial accounting

CXO OUTLOOK December 2023

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Can you provide examples of successful digital transformation initiatives that you have led or been a part of? What were the key factors contributing to their successes?

I have not been leading purely digital transformation projects but several, where data has played a crucial role. I mentioned our transparency initiative when we provided access to all our safety studies of our crop protection products. Key factor for that initial step was simply courage and support from the CEO. It took a while to get the organization behind, but ultimately it was the beginning of a series of additional actions, all around transparency and disclosure. I am very happy that today we receive a lot of feedback that Bayer is considered to be a leader in that space.

Looking at sustainability and ESG in the light of credible claims and reporting requirements, we will have to learn to deal with a new, huge data set, complementing traditional financial accounting. At Bayer we already have a good basis as we have prepared an annual sustainability report under assurance for years. But with the new Corporate Sustainability Reporting Directive in the EU we face a new situation and a lot more requirements. While collecting climate and emissions related data is already tangible, other areas like the systematic capturing of biodiversity figures is at very early stage. We are preparing for this new era with highest priority and efforts. Key for success here will be the integration of internal and external perspectives to achieve acceptance for our approaches early on.

CXO OUTLOOK December 2023

How important is the connection between the goals of the ESG / Sustainability team and the goals of the overall business?

It is absolutely crucial. If there is no connection, there is no mid- to long-term support in the organization. And even more importantly, the efforts can never reach a reasonable scale and thereby create positive and measurable impact.

As mentioned in the beginning: A sustainability strategy which does not offer commercial value is simply not sustainable.

How do you approach ESG engagement across global markets, given regional differences in regulation and best practices, as well as differing investment strategies?

Understanding the needs of your audience is key, wherever you operate. I have been several times in the US this year because I felt that my view on ESG was very European sided or in other words, very positive. And indeed, when talking to all kinds of stakeholders in Washington DC, the term “ESG” was viewed as very negative, either as a greenwashing tool or as an instrument to force companies into directions which are not favorable for them. So ultimately it is all about the engagement: When I shared my view that for me “ESG” is a mechanism that helps to translate a sustainable business strategy into an investable framework, we had a good basis for a constructive discussion.

The common denominator is that ESG must add and not take out value. That might have a more environmental focus in Europe or a more social focus in Asia. The role of a global ESG function is to provide a framework to the

My pledge to ESG-minded investors is that we should help each other in concrete engagements which result in ESG-related actions on our side and in respective investments by them

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organization which allows regional adoption and focus while defining the global guardrails.

Concerning investors, it is also really important to note that amongst them there is as much diversity as amongst the investees: For some, ESG is a compliance burden, for some a business opportunity and for some the core of all decision making. My pledge to ESG-minded investors is that we should help each other in concrete engagements which result in ESGrelated actions on our side and in respective investments by them. I am very proud that this year we shared a joint statement with investors about such an engagement. It really helped us to step up on ESG, especially on transparency and governance.

What achievements are you most proud of in the sustainability space?

For some years now I have had the privilege to work in a in the field of transformation.

Looking back, the biggest moves have been the transparency initiative and the integrated sustainability strategy in the Crop Science division. Within this strategy, two elements stand out for me: The commitments to reduce both 30% greenhouse gas emissions on the fields of our farmer customers and the commitment to reduce 30% environmental impact of our crop protection products. Today, both commitments are deeply embedded in our business planning, they have also opened te door to new opportunities like carbon farming. And they

CXO OUTLOOK December 2023

Over the years, my level of selfreflection has certainly increased.

But I do not need to separate “work” from “life” – with my great work and my family I have a very rich life 26

have impacted our narrative. I will never forget how our former CEO in Crop Science, Liam Condon, went on stage and opened an external presentation with the words: “How can we feed a hungry planet without starving it?” That level of acknowledgement, of inclusive thinking and of bridging from problem to opportunity was really new.

Another, very recent achievement is the massive improvement of Bayer’s ESG rating profile. All red flags have been removed in the last two years. The essence of success again: transparency, acknowledgement, disclosure and transparency.

CXO OUTLOOK December 2023

How have you kept yourself motivated in difficult times? Have you developed any new skills, or a focus on personal well-being?

Today I understand what gives me energy and what doesn’t. I really love challenges and change. I also love working together with dedicated people and an energized team. I found some of my best friends in the company and it helps so much, to climb the mountain together and not alone.

Even if some find this bizarre, I am also energized by going into a very controversial discussions and explore where the common ground is. And I am an ambassador for innovation. In summary, I like difficult times and challenges. A friend recently said to me that I see the glass too empty and not full enough.

But it is the empty part of the glass that I am interested in, not the full.

Over the years, my level of self-reflection has certainly increased. But I do not need to separate “work” from “life” – with my great work and my family I have a very rich life.

What are your plans for the future?

I will keep on driving change and impact together with likeminded people. That is my passion.

What advice would you give to other tech professionals looking to incorporate sustainability into their work?

Don’t start with regulations and imperatives when you look at sustainability. Find the impact and inspire your organization.

Regulations may help but should not determine your strategy.

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MOST INSPIRING

BUSINESS LEADER 2023

John Liu CEO OF jumpAD

UNLEASHING INNOVATION IN AIDRIVEN DIGITAL ADVERTISING 28

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ohn Liu is a visionary leader who seamlessly merged his IT expertise with a passion for marketing. As the Founder, President, and CEO of jumpAD, John's journey began with a realization – the internet held boundless potential for both businesses and the public. The allure of digital marketing advertising, with its innovative methods and creative approaches, captivated him, driving him to explore the limitless possibilities that the online realm offered. "I believe that the Internet can achieve the goal of 'connecting the world and changing the world,'" shares John Liu. What sets John Liu apart is not just his journey but the profound inspiration he drew from tech giants like Google's parent company, Alphabet.

The idea of combining artificial intelligence with digital advertising sparked a vision in John's mind.

CXO OUTLOOK December 2023

He saw the potential of AI in keeping pace with the ever-changing landscape of consumer online behavior. "The real digital advertising expert is AI, and we at jumpAD are experts in training AI advertising," John Liu emphasizes.

Before establishing jumpAD, John had concerns about the potential threat to the advertising agency industry from the intelligent development of platforms like Google and Meta.

However, rather than succumb to these worries, he embarked on a mission to find solutions, new directions, and services for jumpAD. "There was a time when I worried about our industry being replaced by intelligent platforms. But it pays to plan ahead," John reflects on the challenges, showcasing his proactive approach to evolving industry landscapes.

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John Liu CEO of jumpAD

CXO OUTLOOK December 2023

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As a seasoned consultant nurturing the growth of small and mediumsized enterprises, jumpAD assumes the role of a digital field nanny, offering expertise akin to a guiding force in the vast expanse of the online landscape

CXO OUTLOOK December 2023

The philosophy at jumpAD is clear: "The real digital advertising expert is AI, and we at jumpAD are experts in training AI advertising." John recognizes that while AI brings convenience, it needs adept guidance.

In the intricate world of the internet, akin to navigating the challenges of parenting, jumpAD positions itself as the expert teacher, steering AI through the complexities of the network environment. "Artificial intelligence can currently bring convenience, but it must be trained by good teachers," John Liu wisely articulates, underlining the delicate balance between AI capabilities and human expertise.

This unique perspective sets jumpAD apart, emphasizing not just on the application of AI in advertising but on the crucial role of human expertise in training and guiding this powerful tool.

JumpAD's Mission and AI Integration As a seasoned consultant nurturing the growth of small and medium-sized enterprises, jumpAD assumes the role of a digital field nanny, offering expertise akin to a guiding force in the vast expanse of the online landscape. John passionately describes how jumpAD's advanced artificial intelligence acts as a silent guardian, meticulously filtering out false noise in client marketing materials and ensuring the precise delivery of messages to advertising platforms—all while safeguarding consumer privacy.

"JumpAD is like a nanny in the digital field.

Our artificial intelligence can reduce false noise in client marketing materials and deliver the right message to advertising platforms in a way that protects consumer privacy," shares John Liu. This unique approach involves

using AI to train AI—a concept that reflects the synergy between human ingenuity and artificial intelligence. In the ever-evolving digital environment rife with challenges like online nickname environments, malicious clicks, and information leakage, jumpAD has not only navigated these complexities but also secured the invention patent of the Republic of China, a testament to their innovative strides.

Distinguishing jumpAD in the Digital Advertising Landscape "Jump doesn't mean jumping into the advertising field, but jumping out of the framework of a digital advertising company," clarifies John Liu. Unlike traditional digital advertising agencies, jumpAD offers a holistic suite of services encompassing enterprise domain planning, cloud hosting, website system design, and comprehensive application of artificial intelligence.

This multifaceted approach sets jumpAD apart, positioning it as a digital marketing solutions service provider rather than a conventional advertising agency. Notably, jumpAD addresses client needs comprehensively, bridging the gaps that often exist when merchants seek answers from platform customer service or technology companies. "When merchants ask the official customer service of the advertising platform or the engineering staff of the technology company, they cannot get the answers to all the questions because many problems occur across fields, but jumpAD can listen to customers' problems from beginning to end," emphasizes John Liu.

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JumpAD's expertise extends beyond theoretical knowledge, boasting practical success stories such as being the first in Taiwan to obtain Google Ads AI Smart Bidding 2.0.

The company's proficiency is further validated by the fact that peers within the digital space also seek their guidance. Whether it's microstudios grappling with case-related challenges or large corporations entrusting jumpAD to solve problems their in-house departments can't handle, jumpAD's commitment to giving back to the community shines through. "We believe this is also a way to give back to the community," states John Liu, articulating not just a commitment to excellence but a genuine desire to elevate the entire digital advertising industry through knowledge-sharing and collaboration.

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Leveraging Machine Learning for Precision in Advertising Conversion In digital advertising, jumpAD stands out for its innovative use of machine learning techniques to

enhance the precision of advertising conversion performance data. John Liu explains the intricate process through which the system analyzes consumer behavior on the client's website or app, mapping out the browsing path and interaction patterns. The value of each conversion order is meticulously defined, creating an effective advertising conversion model that serves as a guiding beacon for machine learning.

"Our system establishes an effective advertising conversion model as an example teaching material for machine learning, enabling it to track the evolution of consumer behavior trends," elucidates John Liu. This intricate dance between browsing history, ad-driven consumer behavior, and effective models allows machine learning to predict and anticipate market adjustments in advance.

An illustrative example from the financial industry highlights the practical implications of jumpAD's approach. In scenarios where consumers are targeted to apply for financial

This multifaceted approach sets jumpAD apart, positioning it as a digital marketing solutions service provider rather than a conventional advertising agency

CXO OUTLOOK December 2023

products online, the system can identify potential pitfalls, such as peers posing as consumers and filling in false information during conversion processes. Through real-time tracking and judgment, jumpAD's AI can automatically enhance email content based on probability similarity, preventing misunderstandings and ensuring a more accurate representation of ad conversion statistics.

The overarching goal is clear – to empower businesses with the ability to differentiate valid consumers from infiltrators and bots in website traffic. John Liu emphasizes that while traditional metrics like online payment behavior are suitable for online store business models, many merchants with offline conversion models face challenges in determining effective conversions. Here, jumpAD's AI steps in, offering a solution to bridge the gap and truly measure advertising effectiveness beyond online payment behaviors. "Let AI and merchants truly reach a consensus on advertising effectiveness," asserts John Liu, highlighting jumpAD's commitment to not just keeping pace with the digital landscape but leading the charge in revolutionizing how businesses navigate it.

Empowering Clients for Informed Adjustments As businesses grapple with the intricacies of the digital landscape, jumpAD emerges as a vital ally, empowering clients to make informed adjustments and maximize the impact of every advertising dollar spent. The company's comprehensive services delve deep into the core elements of a client's digital presence, analyzing the website's marketing compatibility, the

operational status of the client's cloud server, and the effectiveness of online advertising.

"We specialize in data tracking. We cannot say that we can completely avoid invalid ad clicks, but we can at least reduce invalid ad clicks through AI assistance and optimize advertising delivery to more potential consumers," explains John Liu. This commitment to precision extends beyond mere avoidance of invalid clicks; jumpAD strives to adapt to the changing landscape of target audiences, ensuring that advertising efforts remain effective even as consumer profiles evolve.

The essence of jumpAD's approach lies in reducing the cost of experimentation for clients investing in advertising. By accelerating artificial intelligence machine learning with the right consumer data, jumpAD aims to not only increase the effectiveness of every ad spend but also provide clients with actionable insights to drive informed decisions in the dynamic world of digital advertising.

Addressing Challenges in the Digital Advertising Space Today, jumpAD navigates a myriad of challenges, each presenting a unique opportunity for growth and innovation. John Liu sheds light on the remarkable journey the company embarks upon while serving clients, illustrating how they overcome obstacles to enhance client outcomes.

"We encounter so many challenges that sometimes we want to write a column describing the amazing journey we encounter while serving our clients," remarks John Liu. One significant challenge involves industries restricted by local regulations, such as overly sensitive political, gambling, or adult ads,

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which may face rejection by ad platforms. John Liu emphasizes jumpAD's principled stance, avoiding advocacy for potentially harmful content. This commitment aligns with the philosophy of "As long as it is not illegal, you must find a way," echoing the wisdom of Mr. James Soong of Taiwan.

As an intermediary between advertising platforms and clients, jumpAD plays a crucial role in navigating the complex landscape. They

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understand clients' marketing target needs intimately, acting as the bridge between clients and platforms. Beyond being a certified advertising agency, jumpAD distinguishes itself as full-end digital marketing consultants, equipped with in-depth knowledge of cloud servers, web design, programming, and the intricacies of online marketing tools.

"On the Internet, consumers see advertisements, click to enter customer websites

and interact with merchants online. The data end collects advertising conversion effects, consumer behavior analysis, and SEO. We all need to understand and have expertise in all aspects of online marketing," explains John Liu, highlighting the comprehensive approach jumpAD adopts.

The company positions itself as a digital field doctor, conducting status health checks of online advertising and website systems.

In digital advertising, jumpAD stands out for its innovative use of machine learning techniques to enhance the precision of advertising conversion performance data

Through meticulous diagnosis and prescribing 'medication' in the form of guidance and advice, jumpAD empowers clients with the insights needed to thrive in the digital realm.

Over the years, jumpAD has encountered challenges that have become sources of experience and growth. While it's impossible to detail every obstacle faced, John Liu emphasizes the proactive role jumpAD plays in providing feedback to platforms like Google.

This includes sharing insights into bugs and suggesting ideas for feature optimization. When immediate improvements are challenging, jumpAD finds alternative solutions, showcasing their commitment to delivering positive outcomes for clients.

"Taiwan’s market is too small, so our digital service providers in Taiwan have very weak feedback capabilities, but we have not given up.

After all, our customers are waiting for good news from us," opines John Liu, highlighting the resilience and dedication that propel jumpAD forward in the pursuit of excellence in the digital advertising space.

Positive Impact on Return on Investment (ROI) for Clients JumpAD's impact on clients' return on investment (ROI) is a testament to the intersection of experience, innovation, and a nuanced understanding of the digital advertising landscape. John Liu emphasizes that success in artificial intelligence, much like chatbots, stems from harnessing the right data to solve users' real problems.

"Success in artificial intelligence comes from the right data, just like chatbots. Is it just to accompany users to kill time through

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As businesses grapple with the intricacies of the digital landscape, jumpAD emerges as a vital ally, empowering clients to make informed adjustments and maximize the impact of every advertising dollar spent

random data reorganization? Or can it really solve users' problems?" questions John Liu, laying the foundation for jumpAD's strategic approach.

Over a decade of experience in the digital advertising field has positioned jumpAD as a pioneer in adapting to the evolving nature of the industry. While acknowledging the efforts of major players like Google and Meta in pushing towards AI automation, John distinguishes between smart advertising and automatic advertising. JumpAD goes beyond mere automation, leveraging AI to conduct indepth machine learning based on data collection.

This empowers the system to analyze the effective target audience (TA) of advertising, predict trends, and automatically optimize future advertising directions.

In the face of challenges such as malicious clicks, usage of internet robots, and offline transaction complexities, jumpAD excels in automatically correcting online advertising performance data. By reducing distortions in advertising performance, jumpAD ensures that AI learns from accurate data, leading to optimal performance. An impressive example showcases a remarkable 22% increase in return on ad spend (ROAS) for one client, earning recognition from Google Taiwan and marking the first Google Ads AI Bidding 2.0 success case in Taiwan.

Addressing Challenges in the Evolving Landscape The ever-evolving landscape of digital advertising presents multifaceted challenges, encompassing changes in consumer behavior, peer competition, uncertainties, and the crucial shift towards data privacy. John Liu reiterates the importance of accurate consumer

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behavior data in effective digital advertising, highlighting the delicate balance between privacy protection and revenue generation.

JumpAD acknowledges challenges such as the rise of personal data privacy awareness and the advent of the cookieless era. The battle between information security and hackers further complicates the terrain. Acknowledging the impact of these factors on digital advertising, John Liu points out the symbiotic relationship between consumer privacy protection and advertising revenue. The fundamental business model of online service merchants involves cultivating user traffic through free resources and monetizing advertising revenue derived from this traffic to support operations.

"Consumer privacy issues are indeed important, but the way in which privacy is protected also affects advertising revenue and the existence of free resources," notes John Liu, underscoring the intricate dance between privacy protection, revenue generation, and resource sustainability.

In response to these challenges, John Liu advocates for continuous investment in AI development and leveraging AI to respond proactively to changing consumer behavior patterns. The forward-looking approach of jumpAD positions it not only as a leader in navigating current challenges but as a trailblazer shaping the future of digital advertising.

Excitement for Emerging Trends and Future Plans John Liu reflects on the exciting landscape of emerging trends in the first year of artificial intelligence development. While celebrating the birth of numerous AI companies and applications, he remains vigilant about the impact of AI on

people and the environment. jumpAD, having invested in AI applications to enhance online advertising, has secured recognition with an invention patent from the Intellectual Property Administration of the Republic of China.

However, John emphasizes that the intention is not to restrict others but to mark a milestone in their journey.

In terms of staying at the forefront of industry developments, jumpAD's approach revolves around acting as a consultant and problemsolving doctor in the digital realm. The team passionately invests in research to address challenges faced by clients in the digital environment. This proactive stance not only positions jumpAD as a leader in solving digital problems but also provides unique learning opportunities that set them apart from peers.

John shares the excitement of this journey, emphasizing the continuous effort to convince clients of jumpAD's expertise. The focus is on being the go-to destination for clients with digital challenges, establishing a reputation for satisfaction and problem-solving prowess.

Strategic Vision for the Future Looking ahead, jumpAD outlines a strategic vision that encompasses a holistic approach to digital services. The goal is to provide merchants with a comprehensive suite of offerings, including digital advertising, cloud hosting services, website system design, and AI-driven solutions for seamless integration.

The strategic plan involves continuous efforts to expand service territory by investing in the functional development of jumpAD's own digital advertising products. Beyond being a digital advertising agency for major players like Google and Meta, jumpAD positions

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JumpAD's impact on clients' return on investment (ROI) is a testament to the intersection of experience, innovation, and a nuanced understanding of the digital advertising landscape

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itself as a member of the Google Advertising Network. Additionally, the company has ventured into launching its own advertising platform services, marking a move towards becoming an emerging player in the digital advertising industry.

Company operations are guided by principles of intrapreneurship and reinvestment, reflecting a commitment to innovation and growth. JumpAD positions itself not just as a service provider but as an online platform, actively shaping user specifications, managing the platform ecosystem, and integrating seamlessly with the Google advertising network and their proprietary advertising services.

Critical Leadership Principles Driving Innovation and Success at jumpAD John Liu, a leader at jumpAD, underscores key leadership principles driving innovation and success within the dynamic digital landscape. At jumpAD, a diverse team comprising online marketing, cloud systems, information security, artificial intelligence, IoT, and e-commerce experts collaborates synergistically.

The core leadership principle, as articulated by John, is the "complementary optimization" approach, facilitating effective communication across various professional backgrounds to reach consensus on understanding customer needs and project collaboration. This principle ensures a harmonious work environment where team members trust leaders,

fostering collaboration without fear of blame-shifting.

In John's words, this principle allows the team to "feel at ease and trust the company's leaders." Respect for each other's expertise is paramount, fostering a culture where colleagues contribute and acknowledge each other's skills, contributing to overall team success. Encouraging critical thinking is a core tenet, with John noting that "anyone can be a great innovative inventor." This philosophy aligns with the open creative mindset inspired

by American tech giant Alphabet, emphasizing ethical values and moral principles akin to Alphabet's "Don't be evil."

Drawing influence from the "People First Party," jumpAD adheres to a "people-oriented and returns power to the people" approach. John's leadership encourages a focus on team wellbeing, creating a supportive and collaborative atmosphere. Additionally, jumpAD embraces a sense of global responsibility, leveraging internet communication to subtly influence people positively, promote charity, and create applications that inspire and heal users.

In John's words, "We make the most of our talents, and we can strictly guarantee service quality." This commitment to excellence, combined with a collaborative and innovative ethos, defines jumpAD's leadership principles in navigating the intricacies of the digital realm.

Cultivating Innovation and Gratitude Fostering a culture of creativity and adaptability at jumpAD is a priority for John Liu. He encourages colleagues to cultivate curiosity, explore new knowledge, cultures, and popular trends. To stimulate innovative thinking, John

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Drawing influence from the "People First Party," jumpAD adheres to a "people-oriented and returns power to the people" approach

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advocates analyzing the motivations behind new developments, viewing business models as subjects worthy of scientific scrutiny.

While acknowledging the realities of society, he believes this broader perspective prevents individuals from being trapped in personal frames of mind, fostering a more grounded understanding of human nature and the consumer market.

Despite the potential conflict between basic and innovative ideas, John promotes breaking habits and thinking in opposite directions after grounding. This approach often leads to breakthrough thinking and generates excitement and inspiration among colleagues. He even shares his commitment to intrapreneurship, having invested in a new company with the Chief Strategy Officer, aiming to create an innovative

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business service platform. Currently in the preparation stage for entrepreneurial financing, John expresses hope for its success.

Reflecting on the future of AI-driven digital advertising, John highlights the current limitations of generative AI, emphasizing that it can't replace human brain thinking due to the lack of emotional capabilities. He underscores the importance of not solely focusing on market profits but leveraging technology to help minorities and disadvantaged groups, contributing to societal well-being.

In expressing gratitude, John acknowledges the crucial role played by his family, colleagues, and customers in jumpAD's success. Their support, encouragement, and the challenges encountered have been instrumental in shaping jumpAD's journey.

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EXPERT OPINION

Exploring Consumer Behaviour: A Deeper Dive into Marketing Strategy Transformation Beyond Demographics Marianne Brits-Strodl, The Group Chief Operating Officer (COO), BIPROCSI

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n an era where consumer data is exponentially proliferating, the need for innovative approaches to understand and harness this wealth of information has become paramount. Though valuable, traditional segmentation methods, such as demographics or psychographics, have limitations. They offer only a surface-level understanding of consumers, often failing to capture the intricacies of their choices and behaviors. I will explore the triedand-true data categorisation and classification methods, while simultaneously exploring the more advanced realm of behavioral insights.

This shift away from traditional categorisation allows companies to gain a deeper understanding of their customers, enabling them to precisely tailor marketing strategies and adapt to evolving trends based on behavior rather than predefined categories.

I will delve into the transformative power of behavioral data, highlighting its advantages

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over relying solely on demographic data. We will explore how behavioral data enables a deeper understanding of consumer behavior, fosters personalisation and adaptability, and ultimately leads to more effective decisionmaking in the C-suite.

Understanding Real-World Interactions Demographic data, such as age, gender, and income, has long been the cornerstone of consumer segmentation. However, as businesses navigate an increasingly complex consumer landscape, they discover that these surface-level attributes offer only a superficial understanding of their audience. These traditional demographics need to capture the dynamic nature of how consumers interact with products and services in the real world.

On the contrary, behavioral data offers a much more nuanced perspective. It vividly depicts consumer actions, habits, preferences,

Marianne Brits-Strodl holds the Group Chief Operating Officer (COO) position at BIPROCSI, a technology consultancy specialising in data solutions.

Her grasp of cutting-edge technologies is further underscored by her concurrent role as the CEO of Dataru, a sister company leading the charge in pioneering an advanced analytics SaaS platform driven

by Machine Learning (ML) and Artificial Intelligence (AI). With a distinguished career spanning the cutting edge of technology and data-driven solutions, Marianne possesses extensive expertise in harnessing the full potential of data.

Behavioral data encompasses a rich tapestry of activities, spanning both online and offline behaviors, purchase histories, browsing patterns, and even lifestyle habits

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and interactions. Behavioral data encompasses a rich tapestry of activities, spanning both online and offline behaviors, purchase histories, browsing patterns, and even lifestyle habits.

Instead of merely knowing 'who' your customers are, behavioral data tells you ‘What,' 'where,' and 'how' they engage with your offerings.

Imagine having access to a timeline of your customer's journey, tracing every touchpoint from their initial discovery of your product to their every interaction with it. With behavioral data, you can track the websites they visit, the products they research, the items they add to their shopping carts, and the feedback they provide. This level of granularity empowers businesses to decode the intricate web of consumer choices and preferences.

Unearthing the 'Why' Behind the 'What' One of the fundamental limitations of demographic data is its inability to delve into the 'why' behind consumer actions. Demographics can tell you ‘Who' is buying your products, but it rarely offers insights into 'why' they are making those choices. This 'why' is crucial because it provides the motivation behind consumer behavior.

Behavioral data, however, transcends this limitation. By analyzing behavioral patterns, companies can uncover the motivations and underlying reasons driving consumer actions. For instance, two customers might purchase the

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same product, but their 'whys' could be vastly different. Understanding these motivations allows companies to segment their audience based on shared interests, needs, and desires.

This level of understanding enables businesses to create highly targeted marketing campaigns that resonate with customers on a personal level.

Take the example of a retailer identifying a group of eco-conscious customers. Armed with this behavioral insight, the retailer can tailor its messaging to highlight the environmental benefits of its products, effectively speaking to the motivations of this specific customer segment.

In today's hypercompetitive landscape, personalisation is the name of the game. Consumers expect experiences that speak directly to their needs and preferences

Personalisation and Enhanced Customer Experiences In today's hyper-competitive landscape, personalisation is the name of the game.

Consumers expect experiences that speak directly to their needs and preferences.

Demographic data, however, often needs more granularity required for this level of personalisation.

Behavioral data, with its rich insights into how customers interact with products and services, enables a new level of personalisation. Companies can use this data to tailor recommendations, content, and offers to align with individual preferences. The result? Increased customer engagement and higher conversion rates.

Consider Amazon, a trailblazer in the use of behavioral data. By analysing past purchases, browsing history, and product reviews, Amazon's recommendation engine suggests products that customers are more likely to be interested in. This personalisation has led to increased customer loyalty and boosted sales significantly.

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Iterative Improvement and Adaptation Consumer behavior is far from static. It evolves over time, influenced by a myriad of factors, including changing societal trends, technological advancements, and individual life events. Demographic data, which provides a snapshot in time, often fails to keep pace with these shifts.

Behavioral data, on the other hand, is dynamic. It changes as consumers' habits and preferences change. This presents businesses with a unique opportunity for iterative improvement and adaptation. By continuously monitoring and analysing behavioral data, companies can stay ahead of emerging trends and shifting customer preferences.

Consider a fashion retailer that tracks the browsing habits of its customers. The retailer can swiftly adjust its inventory and marketing strategies to capitalise on the latest fashion craze by identifying popular styles and trends in real-time. Such adaptability can be a decisive competitive advantage in a rapidly changing market.

Enhanced Customer Engagement Understanding consumer behavior on a granular level also empowers companies to engage with their customers in more meaningful ways. Take, for instance, a fitness app that uses behavioral data to track users' exercise routines and progress. By sending

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Behavioral data has the power to revolutionise media campaign planning by optimising creative content for specific demographics

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personalised messages and challenges based on individual activities and goals, the app keeps users engaged and motivated, fostering long-term loyalty.

Another example is that financial institutions can enhance customer engagement through behavioral data by providing personalised financial advice. Instead of relying solely on demographics, they analyse clients' financial behaviors such as spending habits and investment choices. For instance, they can offer tailored investment opportunities that align with clients' values and provide savings strategies based on income and risk tolerance. This personalised approach fosters trust, loyalty, and long-term partnerships by ensuring clients feel understood and supported on their unique financial journey.

Media Planning Precision: Leveraging Behavioral Data in Advertising Imagine a media company preparing for a major campaign. Traditionally, they might have allocated significant portions of their budget to wide-reaching advertising, targeting demographics primarily based on age, gender, and location. However, this approach often proves costly and ineffective, failing to effectively engage the right audience.

Now, let's introduce behavioral data into the mix. After a thorough analysis, the media company uncovers that a substantial portion of their audience, particularly a younger demographic, passionately interacts with usergenerated content and participates in interactive polls related to their favorite shows. Equipped with these behavioral insights, the company can revamp its campaign strategy by creating interactive, user-generated content tailored specifically to engage this demographic.

The result? The campaign not only deeply resonates with the intended audience but also stimulates organic engagement, reducing the reliance on expensive paid placements. This shift in strategy, made possible by a precise understanding of how behavior influences audience segments, results in significant budget savings.

Behavioral data has the power to revolutionise media campaign planning by optimising creative content for specific demographics. Instead of channeling resources into broad advertising approaches, behavioral insights enable campaigns that are not only more engaging but also cost-effective. In today's media landscape, where every expenditure is carefully examined, this approach represents a strategic breakthrough, maximising return on investment and ensuring that advertising budgets operate with greater efficiency.

Looking ahead, the role of behavioral data in media campaign planning will only become more significant. The evolution of technology and data analytics capabilities will provide even deeper insights into consumer behavior, allowing for more precise targeting and personalisation.

But how do companies get access to behavioral data?

Companies can leverage machine learning to gather behavioral data through methods like website and app tracking, user profiling, predictive analytics, natural language processing, A/B testing, customer segmentation, anomaly detection, personalisation, and more. This data allows them to understand user behavior, predict future actions, segment customers, personalise experiences, and even detect anomalies or security threats.

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For instance, analysing behavioral data can help predict which products users are likely to purchase next, segment customers with similar browsing patterns, and recommend personalised content or products. Continuous learning and adaptation also enable companies to refine their understanding of user behavior over time.

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By harnessing the power of behavioral data, companies can unlock a deeper understanding of their customers, tailor their strategies with precision, offer personalised experiences, adapt to evolving trends, and ultimately create more engaging and effective marketing campaigns

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Conclusion The power of behavioral data has redefined our approach to understanding consumer behavior.

It offers a dynamic view of consumers that transcends the limitations of demographic data, delving deep into their real-world interactions, motivations, and preferences. By harnessing the power of behavioral data, companies can unlock a deeper understanding of their customers, tailor their strategies with precision, offer personalised experiences, adapt to evolving trends, and ultimately create more engaging and effective marketing campaigns.

On the other hand, relying solely on demographic categorisation is an outdated and inadequate approach. It paints a limited and often inaccurate picture of consumers, failing to capture the 'why' behind their choices and missing opportunities for personalisation and adaptation.

As the digital landscape continues to evolve, embracing behavioral data is not just an option; it is a strategic imperative for businesses seeking to thrive in the modern marketplace.

To understand consumers in their full complexity, businesses must move beyond demographics and harness the power of Behavioral data to stay competitive, relevant, and attuned to the ever-evolving needs and preferences of their customers.

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MOST INSPIRING

BUSINESS LEADER 2023

Sven Rischko FOUNDER & MANAGING DIRECTOR OF KRONOS ADVISORY GMBH

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NAVIGATING FINANCIAL EXCELLENCE WITH AN UNPARALLELED COMMITMENT TO CLIENT SUCCESS

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he financial industry can often seem like a world reserved for only a select few. However, Sven Rischko's incredible journey from humble beginnings to the helm of KRONOS Advisory GmbH stands as a testament to the power of resilience and entrepreneurship. He has made an indelible mark on the industry since 1998.

Rischko's early years and his rapid ascent in the financial industry are fascinating to learn about in his own words. "At just 19,

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I began working in the financial industry as a self-employed distributor of financial products," Rischko reflects. "Then, at the age of 29, I was given the opportunity to become a board member and shareholder of an asset management company after being headhunted."

Before immersing himself in the financial industry, Rischko had never experienced the luxuries of vacations, good food, or a nice car. His journey is not just about his career, but also about his transformative experience.

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Sven Rischko

Founder & Managing Director of KRONOS Advisory GmbH

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KRONOS Advisory GmbH was founded with the vision of efficiently helping asset owners avoid being taken advantage of by providers of capital investments or asset managers with conflicts of interest or selfinterest. Rischko explains that the company

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strives to make the lives of all financial service providers more straightforward, prioritizing customer interests as their core value.

Rischko states, "While international recognition is nice, what truly matters are the successes we've achieved for our customers."

KRONOS Advisory GmbH was founded with the vision of efficiently helping asset owners avoid being taken advantage of by providers of capital investments or asset managers with conflicts of interest or self-interest

The company's impact on clients, such as negotiating a 30% reduction in conditions with one of the world's largest asset managers, speaks volumes beyond awards.

KRONOS Advisory creates a strategic asset allocation tailored to individual investment goals without constraints. Rischko mentions, "After the customer has selected and commissioned the various service providers, we continually monitor them and create consolidated reports.

We search providers via tenders as we don’t have any cooperation with providers."

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The achievements of KRONOS Advisory are not just professional accolades; they reflect a deeper motivation. Mr. Rischko finds joy in seeing customers achieve better results after deducting their costs and hearing from banks that "Kronos is the dreaded advisor."

To maintain a balance between professional responsibilities and personal interests, Rischko has built a team where everyone excels in their respective areas.

"We only offer our services to clients after analyzing their current situation, ensuring

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To maintain a balance between professional responsibilities and personal interests, Rischko has built a team where everyone excels in their respective areas

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that the benefits for the customer far exceed our costs," concludes Mr. Rischko.

Sven Rischko's journey, intertwined with the mission of KRONOS Advisory, is a story of challenging industry norms and putting customers first in an industry often clouded by conflicting interests. It's inspiring to see how one person's resilience and dedication can make a significant impact on an entire industry.

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LEADER’S INSIGHTS

Driving Global Accessibility & Inclusion Debra Ruh, CEO, Ruh Global IMPACT

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Debra, please brief us about your professional background and areas of interest.

I’m Debra Ruh, and I am proud to be part of the disability community. I am neurodiverse, having both ADHD and Dyslexia. I’m also the spouse of Ed Ruh, who suffered a traumatic brain injury as a child and later battled Dementia until his passing in 2021. My daughter, Sara Ruh, was born with Down syndrome.

Throughout my life, I’ve dedicated myself to supporting the disability community. My current mission is to unite the 1.3 billion individuals with disabilities worldwide, fostering a sense of pride in our unique identities shaped by our lived experiences with disabilities. We are a global community, and together we are stronger.

You can follow my journey using the hashtag #WeAreBillionStrong.

My current mission is to unite the 1.3 billion individuals with disabilities worldwide, fostering a sense of pride in our unique identities shaped by our lived experiences with disabilities

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Debra Ruh is a visionary advocate, thought leader, and technologist driving global accessibility and inclusion. With a career spanning decade, she champions the rights of people with disabilities. As CEO of Ruh Global Impact and Executive Chair of Billion Strong, she leads initiatives for accessibility, diversity, and inclusion, particularly in disability advocacy. Her passion for realizing human potential led to the 2013 creation of Ruh Global IMPACT, a think tank driving disability inclusion strategy worldwide. She's authored three books, including "Inclusion Branding," and spearheads a popular program, "Human Potential at Work."

Recently, in an exclusive interview with CXO Outlook Magazine, Debra shared her professional background, the key initiatives and achievements of Ruh Global IMPACT in advocating for the rights of persons with disabilities, the major takeaways from her book, ‘Inclusion Branding’, future plans, and much more. The following excerpts are taken from the interview.

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What are the key initiatives and achievements of Ruh Global IMPACT in advocating for the rights of persons with disabilities?

Ruh Global IMPACT is a think tank that brings stake holders together to advocate for the rights of persons with disabilities through initiatives like disability inclusion consulting, global accessibility standards, awareness campaigns, education, advocacy for disability-inclusive policies, and collaborations with various stakeholders. Our work aims to create a more inclusive and accessible world.

You are Chairwoman of the Board at Billion Strong. Can you please tell us about this non-profit organization and its mission?

“Billion Strong” is an initiative led by me, aiming to unite the global community of individuals with disabilities. The #WeAreBillionStrong hashtag is used to promote this mission, encouraging pride in the unique identities shaped by lived

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As a woman leader, I've learned that embracing diversity and inclusion is not just a choice but a necessity

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experiences with disabilities and emphasizing the strength that comes from collective unity.

This initiative seeks to empower and amplify the voices of the 1.3 to 1.7 billion people with disabilities worldwide.

In your opinion, what are some of the biggest challenges that organisations may face while implementing a disability-inclusion hiring strategy?

Implementing a disability-inclusion hiring strategy can pose several challenges for organizations.

These include overcoming biases and stereotypes, ensuring accessible recruitment processes, providing reasonable accommodations, fostering an inclusive workplace culture, and addressing concerns about potential productivity or costs associated with hiring individuals with disabilities.

These challenges require commitment, education, and resources to create a more inclusive and diverse workforce successfully.

As the Founder & CEO at Ruh Global IMPACT, what are some of the key challenges you face while implementing your projects and how do you overcome them?

Social Impact companies like Ruh Global IMPACT often struggle with cash flow issues and lack of resources. Here are some highlights of the challenges faced by companies during challenging times, including funding and cash flow issues stemming from the lack of emphasis on disability inclusion. Societal challenges in disability inclusion projects encompass awareness and education, resource limitations, complex policy and legal barriers, and the need to overcome biases.

To address these challenges, we advocate for strategies such as collaboration with partners, policy influence, awareness campaigns, inclusive policies within organizations, and the collection of evidence to showcase the advantages of inclusion to the brand and society.

Please share the major takeaways from your book, ‘Inclusion Branding’.

In my book “Inclusion Branding,” written in 2018, I have emphasized the significance of including people with disabilities and ensuring accessibility as crucial steps for societal progress. I consider the exclusion of individuals who are eager to contribute to society due to a lack of accessibility and inclusivity as a missed opportunity. With society’s aging demographic and a diminishing workforce, the importance of enabling everyone who desires to work cannot be overstated. This inclusivity is vital for the continued advancement and growth of society.

What are your suggestions to policymakers towards creating a more conducive work environment for implementation agencies and NGOs? My suggestions to policymakers for fostering a more conducive work environment for implementation agencies and NGOs include prioritizing disability inclusion in policy decisions, allocating resources and funding for inclusive initiatives, reducing bureaucratic hurdles, promoting collaboration between government and organizations, and ensuring that policies align with the needs of marginalized communities. These measures can help create

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an environment where NGOs and agencies can effectively carry out their missions and contribute to positive societal change.

How do you unplug and step away from work?

Okay confession time. During my husband’s illness and passing, I watched Big Foot videos on YouTube. They were silly and sometimes scary. But so different from my walk at the time that it helped. I still do that sometimes when work overwhelms me. I like the thought of having Guardians of our Forests. So, it was a nice distraction. I also meditate and do yoga.

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What is the one lesson learnt that’s unique to being a woman leader?

As a woman leader, I've learned that embracing diversity and inclusion is not just a choice but a necessity. Being a minority in leadership roles has taught me the importance of fostering diverse perspectives, as it leads to more innovative solutions and a stronger team. I've also learned that breaking down gender biases and stereotypes is an ongoing effort, and my unique experiences have made me even more committed to promoting equality and inclusivity in the workplace. Last but not the least, I believe that women should support other women. We are stronger together and women are great collaborators.

Where do you see yourself in the next 5 years?

Great question. My hope for Billion Strong and the #WeAreBillionStrong initiative is to unite the global community of individuals with disabilities, fostering a strong sense of

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pride in their unique identities shaped by lived experiences with disabilities.

I envision a world where the 1.3 to 1.8 billion people with disabilities worldwide come together, empowered by a shared identity and a common goal of inclusion and equal opportunities. Through this unity, we aim to break down barriers, challenge stereotypes, and create a more inclusive society that values and respects the contributions of all its members, regardless of their abilities or disabilities. My hope is that this movement will drive positive change, advocating for the rights and well-being of individuals with disabilities on a global scale.

Would you like to share a few tips on how to work towards creating a sense of belonging by building an inclusive culture with diverse perspectives to better the workplace and society?

To create a sense of belonging and build an inclusive culture with diverse perspectives in the workplace and society, it's crucial to lead by example, demonstrating inclusive behaviors.

Education and awareness-raising initiatives help promote understanding. Prioritizing diverse hiring practices brings varied viewpoints into the organization, while implementing inclusive policies and practices provides a foundation for equality. Encouraging open communication and active listening ensures that diverse voices are heard. Empowering underrepresented groups and celebrating differences fosters a culture of pride in diversity. Seeking feedback, making continuous improvements, and holding individuals and organizations accountable for promoting inclusion contribute to a more inclusive and equitable environment for all.

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MOST INSPIRING

BUSINESS LEADER 2023

Volodymyr Gubskyi CO-FOUNDER AND CEO OF IVM MARKETS INC

REVOLUTIONIZING FINANCE WITH AI-POWERED SUITE AND CLIENT-CENTRIC INNOVATION 62

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n the hallowed halls of the London School of Economics, Volodymyr Gubskyi's passion for structured products was ignited during a seminar, setting the stage for a remarkable journey. With a career etched at the pinnacles of financial prowess—Merrill Lynch, RBS, and Deutsche Bank—Gubskyi honed his expertise in cross-asset derivatives, weaving a vision that would reshape the landscape of structured investments.

Their brainchild, IVM Markets, emerged from the crucible of experience and collaboration with Co-Founder Ildar Farkhshatov. The mission: to revolutionize structured product offerings through the magic of AI-driven software, creating a paradigm shift towards personalized investment solutions. "We wanted to make investing a personal journey, not an industrial

CXO OUTLOOK December 2023

process," Gubskyi reflects. His tenure at major banks exposed the shortcomings of an industry shackled by repetitive, industrialized product issuance. Gubskyi envisioned a platform that would empower investors to sculpt their financial destinies.

Enter IVM Markets, an embodiment of innovation with a laser focus on democratizing the investment process. The platform leverages cutting-edge AI to tailor structured products to individual preferences, challenging the status quo of a market plagued by generic offerings.

A Visionary Response to Market Inefficiencies At the heart of Gubskyi's mission is the resolve to combat the industry's inefficiencies headon. Reflecting on his experiences, he draws

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Volodymyr Gubskyi

Co-Founder and CEO of IVM Markets Inc

CXO OUTLOOK December 2023

a parallel to the streamlined search and recommendation systems of e-commerce giants like Amazon and Netflix. In stark contrast, the structured products market lacked such efficiency. Cumbersome sales processes and manual trial-and-error methods were the norm, resulting in suboptimal outcomes for both banks and investors.

"Recognizing this inefficiency, I founded IVM Markets with Ildar to address this gap, creating a platform that revolutionizes the way structured products are selected and personalized, streamlining the process for financial professionals," shares Gubskyi.

Founded in 2018, IVM Markets stands as a testament to Gubskyi's commitment to addressing the lack of personalization in structured product offerings. The company stands at the forefront of the finance industry, offering AI-driven solutions that empower financial institutions to design structured products tailored to individual investor needs. In doing so, IVM Markets breathes life into the concept of democratizing the market, ushering in a new era of tailored financial solutions.

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Ildar Farkhshatov, Co-Founder

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Innovating the Future: IVM AI B2B SaaS Structured Product Suite At the core of Gubskyi's vision stands the IVM AI B2B SaaS Structured Product Suite, a groundbreaking and comprehensive solution poised to redefine the structured product landscape for financial institutions across the value chain. The IVM AI Suite streamlines the traditionally time-intensive process of idea generation for structured product distributors. Gubskyi envisions a future where the suite becomes an

indispensable element in the toolkit of every financial institution, revolutionizing how ideas are conceived and presented.

"The Suite significantly reduces the time spent on generating and selling ideas by automating the selection of optimal structured products," Gubskyi emphasizes. In a world where speed and precision are paramount, this automation not only boosts efficiency but

also unlocks new realms of possibility in the structured product landscape.

The true magic of the IVM AI Suite lies in its ability to transcend conventional boundaries. The AI engine generates thematic stock or Index/ETF lists, providing not just data but actionable insights. It doesn't stop there—imagine a suite that not only suggests but also explains. Gubskyi's brainchild offers

IVM Markets leverages cutting-edge AI to tailor structured products to individual preferences, challenging the status quo of a market plagued by generic offerings

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explanations for stock or Index/ETF selections, bridging the gap between raw data and informed decision-making.

In a world inundated with information, the IVM AI Suite acts as a discerning guide.

It curates analyst consensus and performs news checks, distilling the noise into valuable, actionable intelligence. Gubskyi envisions a future where financial professionals can rely on the suite not just for data but for curated insights that drive strategic decision-making.

The Suite is not just about generating ideas; it's about turning those ideas into profitable realities. Gubskyi emphasizes, "It enables users to price thousands of product variations quickly, focusing on maximizing returns while minimizing risks." In an era where agility is synonymous with success, the IVM AI Suite becomes the catalyst for efficient pricing and risk management, empowering financial

CXO OUTLOOK December 2023

institutions to navigate the dynamic landscape with confidence.

IVM's commitment to inclusivity shines through in the suite's design. Tailored for a diverse range of distributors, the whitelabel solution enhances revenue generation and decision-making efficiency across the board. Gubskyi's vision encompasses not just innovation but accessibility—ensuring that financial institutions of all sizes can leverage the transformative power of the IVM AI B2B SaaS Structured Product Suite.

Creating Paradigm Shift in Structured Products At the heart of IVM Markets' philosophy lies a revolutionary concept—separating investment content generation from liquidity provision. This bold move transforms how the buy side engages with structured products, empowering them to

generate unique investment ideas independently from the issuers. "Historically, the only place for a distributor to find an idea and get a price was within the investment bank that ultimately issued the structured product," explains Gubskyi.

With IVM, distributors can now design and optimize their desired products independently, approaching major investment banks solely for the final auction to secure the best price for their meticulously selected deal.

IVM Markets focuses on the crucial preliminary stages of designing and optimizing structured products, traditionally hindered by manual processes. By leveraging technology, clients can explore thousands of product variations, breaking free from the constraints of outdated methods. This shift is more than a process enhancement; it's a seismic change that democratizes the structured product landscape.

"Our aim is to enable clients to explore a vast array of structured product variations, fostering a market where personalized investment strategies are not just a possibility but a reality," affirms Gubskyi. In this liberated landscape, clients have the tools to tailor their investments to individual needs, ushering in a new era of financial empowerment.

Revolutionizing Power Dynamics: Distributors Take the Lead IVM Markets envisions a future where the power dynamic between issuers and distributors undergoes a profound transformation. By providing technology that empowers distributors to independently generate investment content, the landscape shifts. Distributors, traditionally confined to the role of consumers, now become

At the core of Gubskyi's vision stands the IVM AI B2B SaaS Structured Product Suite, a groundbreaking and comprehensive solution poised to redefine the structured product landscape for financial institutions across the value chain

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creators, owning the content creation piece of the chain.

"While big investment banks focus on ensuring that this content can be traded in the market, distributors take the lead in shaping the narrative," Gubskyi declares. This shift results in a win-win scenario—the market witnesses more and better structured products being purchased by investment advisors from distributors and, in turn, from the investment bank issuers. The structured products market grows organically for all parties involved, marking a paradigm shift in the industry.

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Gubskyi's vision encompasses not just innovation but accessibility— ensuring that financial institutions of all sizes can leverage the transformative power of the IVM AI B2B SaaS Structured Product Suite

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Transforming Financial Experiences through AI and B2B Innovation In the ever-evolving landscape of financial services, IVM Markets stands at the forefront of change, revolutionizing the experience for wealth managers, asset managers, brokers, private banks, and insurance companies with its cutting-edge IVM SaaS Structured Product Suite. This powerful suite, seamlessly integrating AI and B2B elements, redefines how investment ideas are generated, optimized, and personalized.

At the core of IVM's offering is a suite of AIdriven tools that empower financial professionals to rapidly generate personalized investment ideas. Whether you're a wealth manager, asset manager, broker, private bank, or insurer, the suite's capabilities cater to diverse financial needs. By curating thematic stock or Index/ ETF lists and optimizing product variations, the technology adapts swiftly to client preferences and market conditions.

"Our goal is to ensure that wealth managers and other financial professionals can make high-return and secure investment choices with

speed and precision," emphasizes Gubskyi.

This commitment to efficiency and adaptability positions the IVM SaaS Structured Product Suite as an invaluable asset in the arsenal of today's financial professionals.

Client-Centric Approach: Empowering Clients with Control IVM Markets spearheads a client-centric revolution in structured products and personalized investing. The AI-driven tools empower financial professionals to evaluate thousands of product variations rapidly, aligning seamlessly with clients' specific preferences and market dynamics. This clientcentric approach not only streamlines the investment process but also places more control in the hands of clients, fostering tailored and effective investment strategies.

"We believe that optimization in the preliminary stages of product design is pivotal in advancing the structured products market towards greater personalization and client empowerment," asserts Gubskyi. The suite's focus on these foundational stages sets the stage

for a more responsive, adaptive, and clientfocused financial landscape.

Digitalization Trends: A Glimpse into the Future Gubskyi, a keen observer of emerging trends in finance, highlights the digitalization of equity structured products and the rise of multi-issuer platforms as key developments. Drawing parallels to the electronic trading transformation of FX derivatives, he notes the rapid growth of the equity structured products market in the US, echoing trends observed in Europe and Asia.

"The shift from manual to electronic trading in equity structured products mirrors what occurred in FX derivatives, emphasizing the need for personalization and differentiation in service offerings," remarks Gubskyi. In this dynamic landscape, IVM's software emerges as a vital catalyst, meeting the growing demand for solutions that navigate the changing dynamics of the financial industry.

A particularly exciting development noted

by Gubskyi is the use of AI to analyze client portfolios and recommend relevant products. This

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IVM Markets envisions a future where the power dynamic between issuers and distributors undergoes a profound transformation

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showcases IVM's commitment to leveraging technology for more personalized and efficient financial solutions. The integration of AI into the very fabric of financial decision-making reflects a forward-thinking approach that aligns with the evolving needs of the industry.

A Future Defined by Innovation In the dynamic realm of finance, where change is the only constant, IVM Markets emerges as a trailblazer, shaping a future defined by innovation, efficiency, and client empowerment.

The IVM SaaS Structured Product Suite, a harmonious blend of AI and B2B elements, stands as a testament to the transformative power of technology in financial services. By revolutionizing the way investment ideas are generated, optimized, and personalized, IVM Markets empowers wealth managers, asset

CXO OUTLOOK December 2023

managers, brokers, private banks, and insurance companies to navigate the complexities of the modern financial landscape with unparalleled speed and precision.

As Volodymyr Gubskyi aptly notes, the digitalization trends and the integration of AI into portfolio analysis signal a future where personalization, differentiation, and efficiency become paramount. IVM Markets, with its unwavering commitment to clientcentricity and foresight into emerging trends, not only contributes to the evolution of structured products but also paves the way for a financial ecosystem where innovation is the compass guiding us towards new horizons.

Stay tuned for the unfolding chapters of this financial revolution, where IVM Markets continues to redefine the very essence of financial experiences.

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EXPERT OPINION

Globalisation and Digitalisation Provide Opportunities to Increasing Accessibility and Improving Standards Sarah Beale, CEO, AAT

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hanges in the way we work and learn over the last few years are evident. The effects of the pandemic accelerated a digital age where working or studying from home has become just as much the norm as doing things in person. Despite the benefits of this, in some circles, there remains a stigma attached to the virtual world. This is mainly based on the rhetoric that it is not as engaging as faceto-face interaction or that it cannot replicate the ‘traditional’ way of doing things.

Of course, there’s a certain truth to that.

Learning or working remotely will never be the same as in person. But not being the same doesn’t mean it’s worse. Both methods have their place and add value depending on circumstances. But for some, simply having the option to take part in activities digitally, opens a whole new world of opportunity, not available to them in person.

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This is the convenience, the efficiency, and the inclusivity that digital learning provides to us.

I recently oversaw the launch of our new strategic plan at AAT, and the principles underpinning our work can be applied to almost any industry. The three key themes are keeping our profession relevant, driving up standards, and building responsible businesses for the future. Running through all these ideas are the concepts of globalisation through partnership and digitalisation.

Whether you work in entertainment, sport, finance, or any other field - keeping a profession relevant requires the ability to adapt. Reacting to the changes we’ve seen in recent years and anticipating what’s next means we all need to enhance our digital capabilities - ensuring borders do not inhibit the work we do or the way

In November 2021 Sarah Beale took over as the Chief Executive of the Association of Accounting Technicians – better known as AAT. Back at the start of her career, she chose to earn whilst becoming AAT qualified rather than going to university and studying for a traditional degree. Since then, she has held several finance-based roles and more general management roles before some 10 years ago securing executive experience as a Chief Financial Officer, Corporate Performance Director, and then CEO. Having now come full circle to lead AAT, Sarah knows exactly how important it is that the organisation not only retains but builds on previous achievements. AAT’s primary roles are as an awarding and membership body for accounting professionals. Sarah recently oversaw the launch of AAT’s new strategic plan looking forward to 2030 - setting out the organisation’s priorities for the coming 73 years, to ensure the profession retains relevance, drives up professional standards, and builds a responsible business. She is also spearheading a period of increased globalisation for Accounting Technicians, as the community embraces digitalisation to help increase reach, access, and foster collaboration.

Whether you work in entertainment, sport, finance, or any other field - keeping a profession relevant requires the ability to adapt

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One of the biggest talking points for organisations in the modern day is building responsible businesses

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we collaborate. I’m very keen to help eradicate the potential stigma around digital study or work, by showing businesses opportunities to increase their talent pool, embrace alternative ways of working, and sustain their business in the long run by embracing online solutions.

By providing access to learning through remote study and even remote invigilation, we can ensure that our businesses and communities

are growing not only in their place of origin, but potentially internationally, without the limitations of only being accessible to, or having access to the resources of one location.

Enhancing this global availability means we drive up standards by ensuring the most talented people can access learning, information, and the opportunity they need to have their voices heard and talents seen. This also helps to create globally recognised standards and remove grey areas based on one nation’s traditional expectations compared to another. There is no reason that quality must be sacrificed in online learning either – it is perfectly possible to invest in valuable online qualification options with the same robust quality assurance we enjoy through our more traditional learning experiences. It’s true that there are often teething challenges in setting up online provisions – we have experienced challenges around this ourselves at AAT – but ironing out those issues is key to coming back stronger, learning how to improve, and developing the best systems for the future.

Of course, a further consideration in this respect is that learning and honing our skills is never a one-and-done concept. By centralising learning and development online, professionals will always be able to easily keep up with CPD and have the resources and help they need at their fingertips. We know that up-to-date skills and understanding are a big demand for employers, and these are the tangible ways to meet that demand.

Finally, one of the biggest talking points for organisations in the modern day is building responsible businesses. A big part of this goal must be sustainability in its widest sense – it goes without saying that this is aided by digital

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Whilst there is currently an understandable correlation between successful study and in-person support, my plea to learning providers, employers, and indeed individuals is to embrace the new world

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borderless learning, often eradicating the need for travel, and saving on the finances involved in that too. Social mobility is also key to responsible business, and again with increased accessibility offered by digitalisation, we open more doors worldwide.

All these factors will help sustain businesses long-term and us as a community to grow, thrive, and support one another as we do. Globalisation and digital innovation in business and services are key to allowing us all to reach our full potential.

This is true for today and will be even more true for tomorrow. Young people in education right now will not even see digitalisation as change – they have grown up with it – and the future workforce will expect as they continue their learning and make their first steps into the working world that we keep up with

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their expectations, adapt to their needs and provide them with an environment where they can continue to develop the skills that employers need.

Whilst there is currently an understandable correlation between successful study and in-person support, my plea to learning providers, employers, and indeed individuals is to embrace the new world. There will be challenges along the way and no one route is right – as there are in a constantly changing world, but those who adapt best give themselves the best chance of not only surviving but thriving. Globalisation and digitalisation go hand-in-hand to ensure that we can all grow closer than ever to our goals and each other, for AAT, widening and strengthening our community, regardless of how far apart we remain physically.

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