Kara Rudy
A CMO Whose Career Has Been Marked by Leadership, Mentorship, and Making a Di erence
Kara Rudy Chief Marketing Officer Compugen Systems Inc
The CIO is no longer just a . They are a TECHNOLOGIST strategic , BUSINESS LEADER driving digital transformation and .INNOVATION
Understanding the Heart of Marke ng
Marketingisallaboutconnectingwithcustomersandmeetingtheirneeds.Thetrue
goalofeffectivemarketingistogettoknowthecustomersowellthatthe productorservicefeelslikeanaturalfitforthem.Whenabusinessunderstands itsaudience,itcancreateofferingsthatresonatedeeply,makingshoppingfeellesslikea transactionandmorelikeasolution.
Toachievethislevelofunderstanding,businessesoftenconductresearchtogatherinsights abouttheircustomers.Thismightinvolvestudyingtheirpreferences,values,andpainpoints. Bylisteningtofeedbackandobservingbehavior,acompanycangainvaluableinformation aboutwhatdrivestheircustomers.
Oncethisknowledgeisinhand,thenextstepistotailortheproductorserviceaccordingly. Thismeansdesigningitemsthatnotonlymeetfunctionalneedsbutalsoalignwiththe customer'slifestyleandaspirations.Whencustomersseeaproductthatspeakstothem personally,theyaremorelikelytochooseitovercompetitors.
Moreover,effectivemarketingfostersastrongemotionalconnection.Peoplearedrawnto brandsthatunderstandtheirstoryandreflecttheirdesires.Whenthisconnectionis established,customersoftenbecomeloyaladvocates,promotingtheproductwithoutany additionaleffortfromthebusiness.
Fundamentally,thebestmarketingstrategiesfocusonthecustomerexperience.Withthe rightapproach,aproductcansellitselfbybeingpreciselywhatthecustomerislookingfor, creatingawin-winsituationforeveryoneinvolved.
Inthelatesteditionof The CIO World,titled"TheMostInfluentialChiefMarketing OfficerstoWatchin2024,"featuringleaderswhohavetransformedtheirorganizations throughinnovativemarketingstrategies.TheseCMOshavenotonlyembraceddata-driven decision-makingbuthavealsoprioritizedbuildingauthenticrelationshipswiththeir customers.
Haveagreatreadahead!
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Descrip on Featuring
KFC Africa
www.kfc.co.za Company Name
Direct Dental Group www.directaden talgroup.com Grant Macpherson
Compugen Systems Inc www.compugen.com Chase www.chase.com
AIA Sri Lanka www.aialife.com
Grant leads dynamic marke ng efforts, enhancing brand presence and customer loyalty for KFC Africa through innova ve promo onal strategies and community engagement.
Kara excels in driving innova ve marke ng strategies that enhance customer engagement and brand visibility within the IT service delivery sector.
Kristen is a strategic leader focused on enhancing customer experiences and driving growth through effec ve marke ng ini a ves in the financial services industry
Sasith leverages his exper se to develop impac ul marke ng campaigns that resonate with customers, contribu ng to AIA Sri Lanka's growth in the insurance market.
Simon is dedicated to transforming pa ent experiences through strategic marke ng ini a ves at Direct Dental Group, fostering strong rela onships and promo ng dental health awareness.
C O V E R
S T O R Y
Kara Rudy Meet Tech Trailblazer
A CMO Whose Career Has Been Marked by Leadership, Mentorship, and Making a Di erence
18
Kristen Bowdoin Creating Financial Opportunities and Fullling Dreams
28
Sasith Bambaradeniya Navigating Patterns of Marketing in the Changing Financial Landscape
14
Data Privacy Challenges: What Every CMO Needs to Know in an Era of Regulation
24 Top 13 Must-Read Books for CMOs in 2024: Insights for Effective Leadership
Meet Tech Trailblazer
Kara Rudy
A CMO Whose Career Has Been Marked by Leadership, Mentorship, and Making a Di erence
er S t or y
“ “
Kara Rudy exempli es the values of hard work, authenticity, and a strong commitment to empowering others. Her approach to leadership transcends traditional boundaries; she sees herself not merely as a leader but as a coach dedicated to nurturing the next generation of tech marketers and managers
The Most In uential Chief Marketing O cers to Watch in 2024
Transforming Tech Marketing
with Heart and Data!
Inatraditionallymale-dominatedfield, KaraRudyhascarvedoutanichefor herselfasatrailblazingmarketer whoseinfluenceonthetechnology industryiscatchingnotice.Herjourney fromasmalltowninupstateNewYork tobecomingtheChiefMarketing OfficeratCompugenSystemsInc.,a rapidlygrowingU.S.basedITservice deliverycompany,isanexampleofher determinationandinnovative approach.
Kara'spassionfortechnologyand marketingbeganatayoungagewhen shediscoveredherlovefor copywritingandgraphicdesign.After landingherfirstjobasawebdesigner foranengineeringfirm,shequickly rosethroughtheranks,gaining valuableexperienceinvarious marketingroleswithinthetechnology resellerdomain.Overnearly20years, shehonedherskills,buildingprocesses andteamsthatdeliveredmeasurable results,allwhilechampioninga
people-first,data-drivenapproach. Kara'suniqueblendoftechnical knowledgeandmarketingexpertise setsherapartfromherpeers.Shehas beentoutedasa"bestinclassIT marketer,"byherpeers,couplinga deepunderstandingoftheITindustry withtheintricaciesofsuccessful marketingstrategyandexecution.Her abilitytobridgethegapbetween executivevisionsandground-level operationsexemplifiesher commitmenttoinclusiveand empatheticleadership.
AsthefounderofMarketDesign ConsultingLLC,Karahasworked withSMBITresellers,VARs,MSPs, andSaaSorganizationsgloballyto buildtheirmarketingleadgeneration engines.Hercompany'ssuccessin turningastart-upintoaseven-figure firminjustfiveyearsisatestamentto herentrepreneurialspiritandstrategic vision.
Kara'simpactextendsbeyondher professionalachievements.Sheisa passionatementorandcoach, dedicatedtoempoweringwomeninthe techindustry.Herbeliefinthe importanceofinvestinginpeopleas muchasinthebranditselfisevidentin herinclusiveapproachtoleadership.
Let us learn more about her journey:
FoundingMarketDesign:Turning SetbacksintoNewOpportunities
Afteracorporateacquisitionand restructuringleftheropentonew opportunities,Karafoundherselfatan excitingcrossroadsinhercareer. Ratherthanjumpingintoanother companyposition,shetookachance onherself,foundingMarketDesign ConsultingLLC,in2018.Whatstarted asasoloventurequicklygrewintoa thriving,seven-figurebusiness.
Byfocusingonhiringpeoplewithdeep experienceintechnology,sheensured thathercompanycoulddeliver tangiblevaluetoclientsinthe technologyspacewhowerelookingto definetheirbrand,buildtheir marketingengine,andconnecttheir salesandmarketingteamsthrougha focusondataandaccountability.Her proprietaryapproach,the 6Ps of Progress, focusesonaligningpeople, prospecting,platform,plan,process, andpipeline,toinspirenewlevelsof internalandexternalengagement:a provenframeworkforITsolution providerstocarveoutconsistent,yearover-yearrevenuegrowthinan increasinglymanufacturer-driven, margin-controlledindustry
“ “Kara equates the strength of a brand and its digital strategy to an essential investment in the company’s future, not merely a marketing initiative. A robust brand reassures employees, clients, and new contacts of the company's stability and industry presence. It’s an investment that re ects a commitment to growth and innovation.
Holdingthreeexecutiverolesatany giventimeinsupportoftheCompugen GroupofCompanies—aNorth Americannetworkoftechnologydrivenentities—servingastheChief OperatingOfficerofMarketDesign Consulting,theChiefMarketing OfficeratCompugenSystem'sInc., andtheVicePresidentofMarketingat CompugenInc.,Karaispoisedtomake anevengreaterimpactonthe technologyindustry.Hercommitment todata-drivenmarketing,digital innovation,andbrandevolutionoffers awinningformulaforothertech marketingleaderstofollow
MarketDesign’ssuccesswasn’tjustan exerciseinnewclientsacquiredor revenueachieved;itwasan opportunityforKaratogivebackto causesshecaresmostabout.Inspired byherpersonalexperienceswith cancer,shemadephilanthropyakey partofthecompany’smission,raising nearly$30,000forcancerresearchina fewshortyears.Thiscommitmentto makingadifferenceinthelivesof othersisathemethatrunsthroughout hercareer.
LeadingwithPurpose
Kara's experience in nearly every seat in an organization from individual contributor to owner, sales person to marketer to People + Culture leader; makes her a sought after consultant to clients, partners, and peers aspiring to take on new roles, move between departments, or hit the next growth milestone
“Kara’sbackgroundasanathletehas profoundlyinfluencedherprofessional approach,providingherwitharobust frameworkforsuccess.Thediscipline, structure,andteamworkshecultivated throughsportshavebecome foundationalelementsofherwork philosophy Whethersheiscoaching herchildren’ssportsteamsor mentoringcolleaguesinacorporate environment,Karafirmlybelievesthat withtherightguidanceandastrong workethic,anyonecanachievetheir goals.
Hermentorshipstyleisdeeplyrooted inherextensivepracticalexperience acrossvariousroleswithinacompany. Havingworkedherwayupfromentrylevelpositionstotheexecutivesuite, Karaleveragesherdiverseexperiences
toassistothersinnavigatingtheir careerpaths.Forher,mentorship transcendsmereadvice;itinvolves instillingthenecessarystructureand disciplinethatindividualsneedto thriveintheirprofessionaljourneys.
Asakeyleadernowforthreegrowing organizations,Karaleansonthe principlesthathaveguidedher throughouthercareer.Sheleadswith anemphasisonclarityandpurpose, ensuringthatthecompany’sstrategies areintricatelyalignedwithitscore missionandvalues.Thisalignmentis crucialforfosteringacohesivebrand identityandachievingsustainable growth.
Kara’smarketingapproachis refreshinglystraightforward.She assertsthatacompany’sbrandshould authenticallyreflectitstrueidentity,
withgo-to-marketeffortsfocusedon buildingtrust—bothwithcustomers andinternallyamongteammembers. Thisphilosophyhasproveneffective, asevidencedbyCompugenSystems’ impressivemarketshareexpansion, whichhasdoubledyear-over-yearfor thepastthreeyears,alongside enhancedbrandrecognition.
Herathleticbackgroundhasnotonly shapedherprofessionalethosbutalso equippedherwiththetoolstoinspire andleadothers.Hercommitmentto mentorship,clarityinmarketing,and dedicationtobuildingtrustwithinher organizationexemplifyherbeliefthat successisattainableforanyonewilling toputintheeffortandembracethe rightguidance.
BalancingEmpathywith Accountability
Karahasconsistentlyemphasizedthe importanceofemotionalintelligence (EQ)alongsidestrategicthinking throughouthercareer.Recognizing thatbusinessfundamentallyrevolves aroundpeople,sheprioritizesthe humanconnectionsthatarevitalfor success.Thisdualfocushasnotonly enhancedhereffectivenessbuthasalso establishedherasarespectedleader withinherorganization.
AtCompugen,Kara'sleadershipis markedbyastrongcommitmentto clearcommunicationandthe establishmentofsharedgoals.She activelyensuresthatallteam members,frommarketingtosalesand operations,arealignedandworking towardsaunifiedvision.This collaborativeapproachhasbeen instrumentalinCompugen's achievements,fosteringaculture characterizedbymutualrespectand support.
“Kara’s background as an athlete has profoundly in uenced her professional approach, providing her with a robust framework for success. The discipline, structure, and teamwork she cultivated through sports have become foundational elements of her work philosophy “
notmerelyasaleaderbutasacoach dedicatedtonurturingthenext generationoftechprofessionals.Her LinkedInnewsletter,whichshe personallycontributestoeachmonth, isaptlycalled isa DearFutureSelf; collectionofletterswhichreflecton lessonslearnedandinsightsgainedfor thelearnerwithineachofus.
Kara'sabilitytobalancepractical businessdemandswithaprofound understandingofhercolleagueshas createdanenvironmentwhereteam membersfeelvaluedandempowered. Herleadershipstyleencouragesopen dialogueandfeedback,enhancingteam cohesionanddrivingperformance.By integratingemotionalintelligenceinto herleadershippractices,Karanotonly cultivatesapositiveworkplaceculture butalsopositionsCompugenfor sustainedsuccessinadrivenmodel. Thisholisticapproachtoleadership exemplifiesthecriticalroleof emotionalintelligenceinachieving organizationalgoalsandfostering professionalgrowth.
SendingtheElevatorBackDown
KaraRudyexemplifiesthevaluesof hardwork,authenticity,andastrong commitmenttoempoweringothers. Herapproachtoleadershiptranscends traditionalboundaries;sheseesherself
Kara'scareerservesasapowerful reminderthattruesuccessisnotsolely aboutpersonaladvancementbutalso aboutfosteringanenvironmentwhere otherscanthrive.MarketDesign ConsultingLLC,whichwas incorporatedintotheCompugenGroup ofCompaniesinJanuaryof2024. “Therehasbeenakeytransition happeninginmarketingand technologyoverthelastfiveyears,” shesays,“withmanytopplayers unitingthoughtleadershipwith consumerinsights.Dataisthecommon thread,andit’ssoimportanttoletit guideourefforts.”
Herrecognitionasoneofthe2024 WomenoftheChannelPower100 highlightsherinfluenceanddedication toinnovationwithintheindustry.Kara Rudy'sstoryinspiresmany,illustrating thatleadershipisaboutcreating opportunitiesforothersandmakinga meaningfuldifferenceinboth professionalandcommunitysettings. CIO
Data Privacy Challenges:
What Every CMO Needs to Know in an Era of Regulation
Dataprivacyintoday'sdigitaleraisthebiggest
issuecompaniesfaceatagloballevel.With increasedregulationprotectionofconsumer information,ChiefMarketingOfficersarefacingunique challenges.Itisessentialtobeawareandgraspsuch challengeswhendevelopingmarketingstrategiesthatprove workableandfallswithinlawcompliance.
UnderstandingtheDataPrivacyRegulations
Dataprotectionlawshaveblossomedinrecentyears.States worldwidehaveenactedstatutestosecureconsumers'data, liketheGDPRinEuropeorCCPAintheUnitedStates, whichbringsinstrictpoliciesregardingthegathering, storage,andusageofpersonaldata.
AllthismakesthelivesofCMOsprettychallenging.Where effectivemarketingstrategiesaresoughttobebalanced withacompliantoneprovestobecomeamammothtask sometimes.Non-complianceattractsheftyfinesand damagesthereputationofthebrand,therebycallingfora greatneedformarketingleaderstoupdatethemselveson thelatesthappeningsindataprivacylaws.
Transparency
Oneofthekeytenetsfordataprivacylawsistomakethem transparent.Consumersshouldknowwhattheirdatais beingusedfor,andthatmustbecommunicatedclearly This mandateisachallengeforCMOsbecausethismessaging hastonotonlypushproductsorservicesbutmustalso comfortconsumersabouttheirprivatelives.
Inestablishingasenseoftrust,itisimperativethatthedata practicesaretranslucent.Thereisaneedtobetransparent aboutthetypeofdatacollected,theiruse,andwhoitis sharedwith.Itlendstocreatingtransparencyinprivacy policiessuchthattheuseofdatade-mystifiesand, therefore,theconsumersfeelateaseinhavingsucha market.Furthermore,directdealingwithconsumerscreates anatmosphereoftrustinwhichtheycansharetheir information.
ConsumerConsentandDataCollection
Theothermajorhurdleinthedataprivacylandscapeis consumerconsent.Mostregulationsrequireexplicitconsent frombusinessorganizationsoverandabovetheothertypes ofconsentrequiredforcollectingpersonaldata.Thatputs theCMOsinapositionwheretheywillneedtodevelop strategiesnotjustencouragingsharingbutalsoensuring consentisacquiredinacompliantfashion.
Onesimpleapproachistomakeconsentformsuserfriendly,withclearstatementsastowhattheconsumersare consentingto.Insteadofusinglegalisticlanguage,using simplelanguagewillmakeiteasierforconsumersto understandtheimplicationsoftheirpermissions.The managementofconsumerpreferencesisalsoanareawhere controlcanbeexercisedtomaketheexperienceandallow theconsumersmorecontrolovertheirdata.
ControllingDataSecurity:
Dataprotectionistheessentialaspectofdataprivacy As thehigh-degreedatabreacheventsareresultingin increasedlevelsoffrequency,customersaremoreworried abouthowtheirinformationisbeingprotected.CMOswill havetoworkwiththeITandsecurityteamstoensurethat suchfunctionsaretakenuprobustlyintheprotectionof customerdata.
Bestpracticeincybersecuritypracticeinvolvesfrequent auditing,trainingtheemployee,andinvestmentinhigh securitytechnologies.Maintainingtheracewiththewouldbebreachesfromallperspectivescanprovetobevery effective.Also,consumerscanbecommunicatedtoconvey tothemthatabrandisreallycommittedtothecareoftheir data.
TechnologyplaysaHugeRole
Technologyalsoisakeytotheachievementofdataprivacy
Thereareinstitutionsthatusemoredevelopedtoolsand platformswheredatacollection,storage,andprocessingare conductedincompliancewithsuitableregulations. Marketingautomationsoftware,forinstance,helpsone monitorhowconsentisbeingexecutedacrossvariouskinds ofcustomerpreferences.
Incorporationofprivacybydesignisanotherimportant aspect.Thisisabouthowdataprivacyconsiderationsare moreintegratedintotheearlystagesofdevelopmentof productsandservices.Thegivingoutofpreferenceon privacythrougheachstepinthemarketingprocesswill helpbusinessesbuildacultureforrespectofconsumerdata.
BuildingaPrivacyOrientedMarketingStrategy
Thisthuscallsforprivacy-centricmarketingstrategieswith whichthemodernregulationerahasemphasized;important inthecurrentstretchforCMOs.Thisnotonlykeepsone
compliantbuthelpsbuildbetterreputationforthebrand.As such,inshort,beingconsumer-privacyfriendlyisperhaps theonefactorthatcanhelpbusinessesstandoutinthe overcrowdedmarketplace.
Long-termcustomerrelationshipswouldbeoneofthe effectivestrategies.Insteadofalluringjustbasedondatafor quickreturns,customerloyaltyandengagementcanleadto prosperityinthelongrun.Valuecombinedwithexperience withoutinvadingprivacycanwinaswellasloseboththe consumersandcompaniessimultaneously
InformedandAdaptive
Dataprivacylawcontinuestoevolve.CMOsmustkeep informedofnewdevelopmentsinthelawandguidanceto ensurethatthereisongoingcompliance.Marketingleaders canalsoupdatetheirknowledgebyattendingindustry forums,workshops,andbysubscribingtopublications relevanttotheirwork.
Insuchadynamicenvironment,flexibilityisalsoessential. Marketingstrategiesonceputinpracticemustbeadaptedin accordancewiththechangesinrules.Flexibilitytowards thenewchallengeshelpsorganizationsrespondrapidly withoutlosingcontrolovercomplianceandconsumertrust.
Conclusion
Inthepresentage,issuesaboutdataprivacyhavebecome veryimportanttothemattersthatCMOsneedtonavigate onaverytightrope.Arelationshipoftheimportanceof transparency,consumerconsent,datasecurityand technologydevelopeffectivestrategieswithrespectfor consumerprivacyyettiedtobusinessperformance.
Aprivacy-centricapproachnotonlyencouragesconsumers tobecompliantwiththeregulationsbutalsoconfidentand loyal.Therewillcomeatimewhendataprivacywillbeat thecenterformarketerstogrowandstaysustainableinthe digitalworld.
Kristen Bowdoin
Creating Financial Opportunities and Fullling Dreams
Bowdoin ChiefMarketingOfficer BusinessBankingatChase
Kristen
Providingfinancialopportunitiesthatempower individualsisoneofthemostrewardingaspectsof workinginbanking.It'sareciprocalrelationship builtonmutualbenefit—thebankoffersproductsand servicesthathelpcustomersachievetheirfinancialgoals, whilecustomers,inturn,contributetothebank'ssuccess andallowittoreinvestinthecommunity
There'ssomethingdeeplyfulfillingaboutplayingarolein helpingpeoplebuytheirfirsthome,startabusiness,fundan education,orplanforretirement.Morethanjustfinancial transactions,thesearelife-changingmilestonesthatrequire trustedguidanceandsupport.
ForKristenBowdoin,theChiefMarketingOfficerof BusinessBankingatChase,acareerinfinancialservices wasanobviouschoicedrivenbyaprofoundunderstanding ofthesector'simpactonindividuals'lives.Withnearlyher entireprofessionaljourneydedicatedtothisfield,shehas witnessedfirsthandthetransformativepoweroffinancial instrumentsandthecriticalroletheyplayincreating opportunities.
"It'srewardingtohelpcreatefinancialopportunitiesfor individuals,"Kristenshares."I'vealwaysvaluedbeingpart ofthatandlovethereciprocalrelationshipbetweenbank andcustomer—eachderivesvaluefromtheother,driving successandfulfillingdreams.”
Thisphilosophyhasbeenthedrivingforcebehindher achievements,fuelingherpassionfordeveloping innovativesolutionsthatcatertothediverseneedsof Chase'sbusinessbankingcustomers.Herstrategicapproach combinesdeepmarketinsightswithacustomer-centric mindset,ensuringthatthebank'sofferingsresonatewith entrepreneursandbusinessownersalike.
UnderKristen'sleadership,Chase'sBusinessBanking divisionhasconsistentlypushedboundaries,introducing futuristicdigitaltools,tailoredadvisoryservices,and flexiblefinancingoptionsthatempowerbusinessestothrive inaprogressingeconomiclandscape.Herabilityto anticipatemarkettrendsandadaptmarketingstrategies accordinglyhassolidifiedChase'spositionasatrusted partnerforbusinessesofallsizes.
Kristen’simpactextendsbeyondtherealmofbusiness banking.Sheisanactiveadvocateforfinancialliteracyand education,recognizingthevitalroletheseplayinnurturing economicempowermentandsustainablegrowth.Through herinitiatives,shehashelpedcountlessindividualsand businessesnavigatethecomplexitiesoffinancial management,equippingthemwiththeknowledgeand resourcesneededtomakeinformeddecisions.
“
I’manoutcomes-basedmarketer,somyfocusistodeliver measurableimpactforChaseforBusinessandJPMC. Everymarketingsolutionstartswithanunmetcustomer needandadesiredoutcome.Thecustomerremainstopof The
Small Business Week is extremely important to us, to our customers, and to our prospects. It’s also an area that, I think everyone would agree, is a very crowded space.
“
Below are the interview highlights:
Couldyoupleasegiveabriefintroductiontoyour companyanditsinceptionstory?
WhilethehistoryofJPMorganChaseisvast,what’s interestingtomehasbeenthetransformationofChase BusinessBankingfromaservices-basedmodelto somethingmoreakintoapartnership.Whenviewingthe businessthroughamarketinglens,namingandframingitas ‘ChaseforBusiness,’andconsideringhowwecouldadd morevalueandcommittoprovidingmeaningfulresources, Weleanedintotheideaofoptimismanddoingeverything wecouldtohelpfosterthegrowthandsuccessofthe customersandbusinessownerswesupport.
Howdoyouapproachaligningmarketingstrategies withoverallbusinessgoalsasaChiefMarketing Officer?
mindthroughoutthedevelopmentofourmarketing strategies,andourapproachesarethengeneratedwiththose goalsinmind.
I’mmostinterestedintheintersectionbetweenthoseneeds andourgoals—that’swhereweuncoveractionableinsights thatlaythegroundworkforourmarketingstrategies.We’re alwayslookingtouncoverwhitespacetoensureourefforts willbedifferentiatedandownable.
CanyoushareasuccessfulcampaignyouledasaCMO andthekeyfactorsthatcontributedtoitssuccess?
AsCMO,I’veledthecreationofouradvertisingstrategies andcampaigns.Chasebanksallsizesofbusinesses,but smallbusinessownersareunique—bothintermsoftheir bankingneedsandwhotheyareaspeople.Attheheartof ourcurrentcampaignarerealstoriestoldbyrealbusiness owners.We’vefoundthatreal,relatablesmallbusiness ownersarethemosteffectivevoicefordemonstratingthe differenceChaseforBusinesscanmake.Theunderpinnings ofthestrategyarerelatabilityandcredibility
Gettingtorelatabilityisnoeasytask—weneedrealstories thatresonatebroadlyandbreakthrough.Ourapproachhas beentoidentifysmallbusinessesthatrepresentourclient base,reflectingadiversityofbusinesstype,business ownership,growthstage,andgeographicalarea. Byfocusingonourcustomersandtheirstories,wemake themtheheroes,notChase.Andtheyareheroic!Ittakes
Getting to relatability is no easy task—we need real stories that resonate broadly and break through. “ “
incrediblegrittostartabusiness—andevenmoretokeepit goingandgrowing.Thisisapopulationthatisuniquein theirmakeup,andtheytrulylovenothingmorethanhearing fromotherswalkingthatsamepath—tosharestories, successes,andkeylearningsalongtheway.
Recently,wefeaturedabusinessoutofMiami,GirlsWho DoInteriors—theownersarethreewomenwho,coming outofdesignschool,turnedapassionintoathriving business.ShowinghowChasesupportedtheirgrowth throughstorytellinggivesourproductsandservicesa humancontext,allowingustobringmeaningand connectiontoourmarketing.
Showcasingrealbusinessesinrealcommunitieshumanizes ChaseforBusiness,makingusmoreaccessibleand approachable.Thewinningcombinationforourcustomers, andforus,istodemonstratehowChaseworksatthelocal levelwhileprovidingthestrengthandresourcesofalarge bank.
Howdoyoustayupdatedonemergingmarketingtrends andtechnologiestodriveinnovationinyourrole?
I’mluckytoworkforChasebecausethefirmasawhole placesemphasisontrackingtrendsthatimpactourworld and,mostimportantly,ourcustomers.Fromapersonal perspective,though,I’mveryintentionalaboutreading, listeningtopodcasts,andsolicitingnewideasfrommy teamandagencypartners.Ialsokeepaneyeoncompetitors andnewdisruptorscomingintothefinancialservicesrealm.
Andlastly,andlikelymostimportantly,Istayclosetothe customerbyreviewingmonthlyfeedbackviaforumsthat weinteractwithonanongoingbasis.
Whatstrategiesdoyouemploytofostercollaboration betweenmarketingandotherdepartmentswithinan organization?
Collaborationhastobeattheheartofanorganization’s cultureforittoactuallyhappen—it’sgottobeembeddedas acompanyvalueandsupported.Thatmeansbreakingdown internalsilosandworkingasintegratedteams—something wedobothinternallyandwithourexternalagencypartners.
Whenweallsharethesametruenorth,thathelpsfoster amplificationstrategiesacrossalldisciplines.
Howdoyoumeasuretheeffectivenessofmarketing initiativesandadjuststrategiesaccordinglyasaCMO?
Remainingfocusedonsolutionsandoutcomesby identifyingandframingKPIsforany(andall)initiatives. Whilenotwoprojectsarethesame,ourorganizationhas identifiedkeymeasuresonbothmacroandmicrolevels. Whetherit’sPR,anadcampaign,orapodcast,we’re lookingtoimpactthebrand,butnotably,thosewilleach likelyhavedifferentmeasures.Beingnimble,andhaving nimblepartners,iskeytoadjustingwhereandwhenit’s calledfor
Canyoudiscussachallengingsituationyoufacedasa CMOandhowyounavigatedthroughittoachieve positiveoutcomes?
SmallBusinessWeekisextremelyimportanttous,toour customers,andtoourprospects.It’salsoanareathat,I thinkeveryonewouldagree,isaverycrowdedspace.So whileitwascriticalthatwemakeanimpact,weneededan effortthatcouldtrulyoffervalue—youdon’twanttolaunch amarketingeffortincelebrationofsmallbusinessowners thatarejustservingyourbrandratherthantheseincredible businessowners.
Ittookanenormouseffortwithallourpartnerstocreatea meaningfulactivation.ButI’msoproudofwhatwe’ve done,anditwassoenormouslysuccessfulineverymeasure thatwearecontinuingtogrowit,anditsimpact,yearover year
Howdoyouprioritizeandallocateresourceseffectively tomaximizeROIinyourmarketingefforts?
Iliketoprioritizemarketingeffortsintothreecategories: whatmustwedo,whatcanwedo,andwhatwouldwelike todo?Anotherwayofthinkingaboutthisisnow,next,and future.Therearesomanyterrificideas,butyoucan’t implementallofthem.
SomaximizingROIisanimportantpartofhowwe prioritize,butit’snottheonlyfactor.Somemarketing effortsmayhaveotherobjectivesthatgobeyondROI.Any majorinitiativeweplanislookedatholistically,andweuse dataandmodelingtodeterminethelikelyROI.
Asyoucanimagine,resourcingatacorporationthesizeof Chasehasitschallenges.Therearemanycompetingfor resourceswithintheorganization,sodevelopingcompelling businesscasesforthe“must-do”initiativesiskey.Another wayweprioritizeisthroughadvanceplanninganddoubling downonwinners.
Gettingaheadofwhatwemightneedfromaresource perspectiveisnecessaryinordertoknowthatwecanfully
executeourideasandbringthemtomarketontime.The otherisrapidmeasurementofresults,soweknowquickly whenwe’veachievedsuccessandshouldcontinuetofund themosteffectiveinitiatives.
WhatroledodataandanalyticsplayinyourdecisionmakingprocessasaChiefMarketingOfficer?
Dataandanalyticsareincrediblyimportantinmydecisionmakingprocess—it’sallaboutgeneratingactionable insights.Knowinginputsandoutputsiscriticaltomy investmentdecisionsandhowIprioritizeourefforts.Asan example,ahugepartofourmarketingprocessistoidentify smallbusinessownersandthesignalsthatindicatetheright momentintimefortargetingtobringthemintothefold.
MostofourcustomersstartoutwithChaseonapersonal level,andit’sthedatathathelpsusdeterminewhoisready tomakethattransition.
Howdoyouensurebrandconsistencyandmessaging acrossvariousmarketingchannelsandtouchpoints?
Consistencyisdependentonthenorthstarofyourbrand andyourcampaign.Beingdisciplinedaboutthe componentsofyourbrandidentityandhavingthosewellarticulatedinguidelines,iscritical.Butyouhavetomake sureitallshowsupthroughouttheecosystemofyour
marketing.Notjustatthetopofthefunnelbutalltheway through.Thesameistrueforyourcampaign.
Youneedthestrategicunderpinningsandtheexecutional elementstoshowupeverywhereyourbrandisshowingup. Andtodothat,youneedstronginternalandexternal partnerswhocanbothcomeupwithastrongideathatis differentiating,andalsoimplementthatideathroughoutall theirwork.
Howdoyouapproachbuildingandleadingahighperformingmarketingteamtodriveorganizational success?
Ofcourse,youneedateamwithastrongfoundationinthe tenetsofmarketing—andthat’sacomplexwebofskills, frommarketingtomediatodataandanalytics,andmuch more.Butnoneofthatisenoughtosucceedasateam—you alsoneedpeoplewithsoftskills.
Strongcommunicationskills,anabilitytomanageand providefeedback,andanorientationtowardsconstant improvementandgrowth—thesearethequalitiesyou’llsee inhighlyfunctionalandsuccessfulteams.Mymagic trifectawhenhiringistofindthosepeoplewhoaresmart, whoworkhard,andwhocare. CIO
Leadership is not about titles, positions, or owcharts. It is about one life inuencing another.
Top 13
Must-Read Books for CMOs in 2024: Insights for E ective Leadership
Chiefmarketingofficershavetheinteresting
challengeofstayingsavvyinthefreneticworldof marketing,atoncecreativeandstrategic.Keeping abreastoftheconstantmorphingfaceoftechnologyand, indeed,theclientisanimportantwaytogetaheadasa leader.Belowisahandpickedlistofthirteenmust-read booksforCMOsin2024:Theselisttwelveselections whichdelivervaluableinsightsintomarketingtrends, strategy,howtocommunicate:
1.BuildingaStoryBrandbyDonaldMiller
Foreverymarketingleader,understandinghowtoreach customersiskey.Withthisbook,thereisaclarityof frameworkthatwillhelpbusinessesmakeiteasiertoclarify themessageofvalueinthebrand.Usingstorytelling techniques,CMOscanalwaysmakecompellingstoriesthat resonatewiththeiraudiencetofinditeasierforcustomers tounderstandthebrand'svalue.
2.TheLeanStartupbyEricRies
Althoughthebookiswrittenforentrepreneursasitsreader, CMOsfindhelpfulprincipleswithin.Theauthorteaches thatwhenbusinessesengageinagilityandexperimentation, theformerboom.Aleanmarketingapproachhelpsaleader quicklytestideas,learnfromfailures,andadapttheir strategybasedonreal-timefeedback.Thisisanorientation thatcreatesinnovationandkeepscampaignsrelevant.
3.Contagious:HowtoBuildWordofMouthinthe DigitalAgebyJonahBerger
Thisbookdiscusseswhysomeideasandproductsgoviral. Understandingthesciencebehindword-of-mouth marketingcanbeveryvaluabletoCMOsinhowtomake somethingshareable.Bergeroutlinesthekeyelementsof whatmakessomethingshareable,enablingmarketing leaderstocreatecampaignsthattrulyencourageorganic promotion.Thatkindofknowledgeiscrucialtocreating buzzinacrowdedmarketplace.
4.HackingGrowthbySeanEllisandMorganBrown
Thetermgrowthhackinghasgainedwidespreadrelevance intherecentpast,andthisbookwillexplainwhatcanbe leveragedwiththistermtopushmarketingsuccess.The authorswillpresentaroadmaponhowtousedata-driven strategiestoachieverapidgrowth.Withfocusoncustomer acquisitionandretentiontechniques,CMOswillupscale theireffortsinmarketinganddelivermeasurableresults.
5.MarketingRebellion:TheMostHumanCompany WinsbyMarkSchaefer
Siftingthroughnonsensicalmessagesbeingthrownat consumers,authenticityandaconnectionaretheticket.The
bookconfirmsthatthetimehascomeforbrandstoembrace humanity.CMOsareinspiredtocultivatearelationship withcustomersbecausetheirmarketingshouldbehonest valuesandbeliefs.Thisleadstoloyaltyandtrust,staple factorsinthismarkettoday
6.TheInnovator'sDilemmabyClaytonChristensen
Anymarketingleadermustlearninnovation.Thisclassical bookdescribesthechallengescompanieshavetoovercome whenthesedisruptiontechnologiesappear.Byreadingthis book,CMO'swouldlearnhowtorecognizethreatsand opportunities,whichwouldmotivatethemtopursue innovationsuccessfully.Marketingleaderscanposition theirbrandsbetteriftheydonotresistchangebutembrace it.
7.InvisibleInfluence:TheHiddenForcesthatShape Behaviorby
Thisbookexplorestheunconscioussocialinfluencesthat shapeconsumerbehavior.CMOscouldlearnhowto harnesssuchunderstandingincraftingmarketingstrategies thathappentobecomeclosesttopeople'shearts. Understandingwhypeoplemaketheirdecisionswill empowermarketingleaderstodevelopcampaignsthatnot onlyseizeattentionbutalsoinspireaction.
8.MadetoStick:WhySomeIdeasSurviveandOthers DiebyChipHeathandDanHeath
Craftingstickinessinmessageswouldbeanimportant skillssetforanymarketer Thisbookofferssome conceptualtoolstohelponerememberideas.TheCMOcan usesomeoftheseconceptstocomeupwithmarketing messagesthatattachorconnectwiththetargetaudience.As willbeseenlater,theHeathbrothersgiveverypractical illustrationsandstrategiesthatareboundtoenhancethe communicativeefforts.
9.TheFourStepstotheEpiphanybySteveBlank
Thisbookisaguideforunderstandingcustomerneedsand developingsuccessfulproducts.CMOswillfindvaluable insightsonhowtoidentifymarketopportunitiesand validateideasbeforelaunching.Usingacustomer-centric approachwillensuremarketingleadersalignstrategieswith whatconsumersreallywantand,therefore,experiencefar moresuccess.
10.DaretoLeadbyBrenéBrown
Notastrategy,butalsotheteamsofskill:thebook'Brown' bydefinition"theroleofvulnerabilityandtrustinserving andleading".ACMOmaybenefitfromthisbookbyhaving
amorecomfortablesettingandinclusivityresultingin bettercooperationandinnovativeideas.Theinsightsthat thebookgiveswillenableleaderstocreateaworkplace wherecreativitycanflourish.
11.ThisIsMarketing:YouCan'tBeSeenUntilYou LearntoSeebySethGodin
Inthisbook,Godinrenewstheroleofmarketinginthe modernworldbyfocusingonservingacommunityover pushingproductsandservices.ForaCMO,thealignment ofsuchthinkingleadstomoremeaningfulmarketing strategyeffectivenesswithconsumers.Focusingon buildingrelationshipsandvalue,themarketingleadercan createmuchdeeperconnectionswithhisorheraudience.
12.Data-DrivenMarketing:The15MetricsEveryonein MarketingShouldKnowbyMarkJeffery
Everyonehasbigdata,butthatdoesnotnecessarilymake themagooduserofit;atleast,notwithoutagoodguide. Hereistheperfectbooktooutlinekeymetricsthatevery marketingleadermustknowtoevaluateperformance.DatadrivendecisionswillhelpCMOsenhancecampaign effectivenessand,hence,deliverbetterresults.
13.CreativeConfidence:UnleashingtheCreative PotentialWithinUsAllbyTomKelleyandDavidKelley
Creativityisacriticalingredientinmodernmarketing.This bookinspiresthereadertoreachouttohiscreative potentialanddevelopthinkingdifferently.FortheCMO's,it willhelpindevelopingacultureofcreativepeoplewithin theteams,bringingmoreinnovativeideasandcampaigns thatarepossiblyuniqueinacompetitiveandsometimes noisylandscape.
Conclusion
Astheyear2024unfolds,CMOswillconfrontaneverchanging,endlessmarketinglandscape.Forallthat,the booksontheabovelistprovidecriticallessonstoguide theirstrategies,leadtheirteams,andconnectwiththeend consumer.Byembracingtheselessons,marketingleaders candomoreindevelopingskillsandmovingorganizations towardsuccessinmarketing.
JonahBerger
Bambaradeniya Sasith
Crafting Strategic Connections by Linking Marketing with Business Goals!
Intoday'sfinancialclimate,
aligningmarketingstrategieswith businessgoalsisanuanced processthatrequiresacomprehensive understandingofthecompany’svision andstrategicobjectives.Understanding hiscircumstances,Sasithhas demonstratedauniqueapproachtothis challenge.
Withanempathyledseamless integrationofmarketingplansintothe broaderbusinessstrategy,Sasith Bambaradeniyaensuresthat marketingeffortsarenotisolated activitiesbutratheranintegralpartofa cohesiveefforttoenable,engage,and empathizewithstakeholdersandthe organization'sobjectives.
AstheChiefMarketingOfficerof AIAInsurance,hiscontributionto safeguardingthehealth,financial stability,andfutureofindividualsand familiesacrossSriLankaina meaningfulmannerwasincredibly fulfillingandsatisfying.
Withthegrowingfinancelandscape,he isanexpertinadaptingtotheevolving needsofhiscustomers,distribution forceandcommunitytooffer innovativeproducts,servicesand experiencestosuittheirevolving needs.
Hismotiveistostayalignedtothe brandpurposeofAIAandhelppeople livehealthier,longer,andhaveabetter life,whichisthedrivingforcethat defineshisroleastheCMO.Hiswork isfocusedonensuringbrand consistencyacrossvariousmarketing channelsandtouchpoints.
Byaligningmarketingstrategieswith thecompany'sbroadervisionand purpose,hehassucceededinmaking animpactfulapproachtohisroleas ChiefMarketingOfficeratAIA Insurance.
Here are the interview highlights:
Canyoupleaseintroduceyourself andyourmotivationtoembarkon thissector?
HavingstartedmyjourneyatAIAasa ManagementTraineein2011,ithas beenalongjourneywithmany learningsandexperiences,whichhas resultedinmehavingtheprivilegeof currentlyservingastheChief MarketingOfficerofoneoftheleading insurersinSriLankaandglobally,AIA Insurance.
Sasith Bambaradeniya Chief Marketing O cer AIA Insurance
Myjourneyintotheinsurancesector wasdrivenbyadeep-seateddesireto makeameaningfuldifferencein people'slives.Insurance, fundamentally,isaboutproviding financialprotectionandpeaceofmind, whichresonatesprofoundlywiththe aspirationsofmanySriLankans.
Couldyoupleasegiveabrief introductiontoyourcompanyand itsinceptionstory?
AIASriLankaispartof AIAGroup, whichisaleadinglifeinsurerinthe worldbymarketcapitalization.Witha presencein18marketsacrossPan Asia,thecompanyhasahistoryof over100yearsofhelpingpeoplelive healthier,longer,andbetterlives.
InSriLanka,thecompanyhasbeen deliveringonthispromiseforover35 yearsandhasestablisheditselfasone oftheleadinglifeinsurersinthe industry.
Sinceitsinception,AIAhasaimedto providefinancialprotectionandlongtermsavingssolutionstopeopleacross Asia.
Howdoyouapproachaligning marketingstrategieswithoverall businessgoalsasaChiefMarketing Officer?
Insuranceisfundamentallyabusiness focusedonpeople.Thehumanelement isatthecoreofeverythingwedo.Our priorityinMarketingistherefore multi-facetedwithafocusonthe Customer,Distributionand Community.
Ineverythingwedo,beitproduct development,brandengagement, communityengagementinitiatives,or
overallmarketingactivities,themain goalistocatertotheneedsof customerswithadeep-rooted understandingoftheirneedsanda greatdealofempathy.
Assuch,everythingwedoisbacked byadeepunderstandingofthe behaviorofourcustomersand community,aswellasthatofour Distributionforce.
Fundamentalsofempathy-led marketingstartwithchallengingour ownbiasesthroughcarefullyobserving andunderstandingtheenvironment aroundus.
Additionally,establishingclearmetrics tomeasurethesuccessofour marketinginitiativesconcerning businessgoalsallowsforcontinuous adjustmentandalignment.
Finally,itisimportanttomaintaina culturethatpromoteslearningfrom
mistakesandbeingbetterwiththat learningandoureffort.
Whatstrategiesdoyouemployto fostercollaborationbetween marketingandotherdepartments withinanorganization?
Designthinkingcansignificantly enhancecollaborationbetween marketingandotherdepartments throughseveralkeyprinciplesand practices:
EmpathyandUser-CentricFocus: Designthinkingstartswith understandingtheneedsand experiencesofend-usersorcustomers. Byprioritizingempathy,themarketing teamcanaligntheirgoalsand strategieswiththoseofother departments(likeproduct development,eco-systemdevelopment, etc.),ensuringthateveryoneis workingtowardsacommonobjective: meetingcustomerneeds.
Cross-FunctionalTeams:Formation ofdiverse,cross-functionalteams. Includingmembersfrommarketing, distribution,underwriting,claims,IT, etc.fostersaholisticapproachto problem-solving,ensuringthat multipleperspectivesareconsidered andintegrated.
CollaborativeIdeation: Meaningful brainstormingsessions,acoreaspect ofdesignthinking,allowforthefree flowofideasacrossdifferent departments.Thiscanleadto innovativesolutionsthatmightnot emergewithinthesilosofasingle department.
SharedGoalsandMetrics:By focusingonuseroutcomesandshared goals,designthinkinghelpsalignthe objectivesofmarketingwiththoseof otherdepartments.Thisalignment ensuresthatallteamsareworking towardscommonmetricsandsuccess criteria,promotingaunifiedeffort.
Byfosteringcollaboration,open communication,andauser-centric focus,designthinkingcanbridgegaps betweenmarketingandother departments,leadingtomorecohesive andinnovativeoutcomes.
Howdoyouensurebrand consistencyandmessagingacross variousmarketingchannelsand touchpoints?
Allourcommunicationsand campaigns,betheyATL,BTL,or digital,emphasizethiscentralmessage. Wemaintainaconsistentnarrativeby focusingonthekeypillarsofphysical wellness,mentalwellness,financial wellness,andenvironmentalwellness.
Eachcampaignandmessagehighlights howwesupportandenhancethese
aspectsofwell-being,ensuringthatour brandpurposeisreflectedinevery interaction.
Byconsistentlypromotingthese themes,wecreateaunifiedand compellingbrandpresencethat resonatesacrossallchannelsand touchpoints.
Howdoyouapproachbuildingand leadingahigh-performing marketingteamtodrive organizationalsuccess?
Buildingandleadingahighperformingmarketingteamtodrive organizationalsuccesshingeson promotingmeaningfulinnovation, breakingdownsilos,andfostering collaboration.
Encouragingteammemberstothink creativelyandchallengethestatusquo cultivatesanenvironmentwhere innovativeideascanthrive.By breakingdownsilosandensuringopen communicationandcollaboration acrossdepartments,weenableamore cohesiveandintegratedapproachto ourmarketingefforts.
Ibelieveempathyiskeyto understandingbothteammembersand ouraudience,ensuringthatour strategiesresonateonadeeperlevel. Bynurturingaculturethatvalues innovativethinking,cross-functional collaboration,andcompassion,we createadynamicandhigh-performing marketingteamthatdrives organizationalsuccess.
,, ,, Success is not the key to happiness. Happiness is the key to success. Ifyou love whatyou are doingy , ou wi be successful.
- Epictetus
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