Adriana Pirela
CMO
Brava
It's not what you sell that matters as much as how you sell it!
B r i a n H a l l i g a n
The Heart of Marke ng
Marketingisoftenmisunderstood.Manybelieveit
revolvesaroundclevertrickstosellproducts, butinreality,it’saboutcreatingrealvaluefor customers.Thebestmarketingeffortsfocuson understandingwhatpeopleneedandwant.Whena companygenuinelycaresaboutitscustomers,itbuildstrust andloyalty,whichareessentialforlong-termsuccess.
Creatingvaluebeginswithlisteningtocustomers.Instead ofmerelypushingproductsontothem,businessesshould seektounderstandtheirproblemsanddesires.This approachallowscompaniestodevelopsolutionsthat genuinelymeetcustomerneeds.Whenaproductgenuinely improvessomeone’slife,itencouragespositiveword-ofmouthandrecommendations,whicharepowerfulintoday’s marketplace.
Animportantaspectofmarketingistransparency. Customersappreciatehonestyaboutwhataproductcando. Ifabusinesscommunicatesclearlyandbuildsanopen relationshipwithitsaudience,itcanfosterastrong connectionthatgoesbeyondasimpletransaction.
Additionally,effectivemarketinginvolvescontinuous improvement.Companiesshouldalwaysseekfeedbackand bewillingtoadapt.Bystayingattunedtotheevolving
preferencesofcustomers,businessescanrefinetheir offeringsandmaintainrelevanceinacompetitive landscape.
Toputitbriefly,truemarketingisaboutmuchmorethan selling;it’saboutcreatingvalue,buildingrelationships,and enhancinglives.Whencustomersfeelvalued,theyaremore likelytoreturn,ensuringnotjustthesuccessofabusiness, butalsoapositiveimpactonthecommunityitserves.
ThelatesteditionofTheCIOWorld,titled "The Most Influential CMOs to Watch 2024," featuringleaderswhoare redefiningthemarketinglandscape,highlightsindividuals whoexemplifytheseprinciples.TheseChiefMarketing Officersarenotonlydrivingsalesbutarealsocommittedto encouraginggenuineconnectionswiththeiraudiences. Theyunderstandthatintoday’sdigitalage,where consumersaremoreinformedanddiscerningthanever, authenticityandvaluecreationareparamount.
Haveagreatreadahead!
o n t e n t s
Adriana Pirela
Inspiring Innovation and Leadership in Marketing Strategy
Chris Oosthuizen
How Does a CMO’s Leadership Style Impact the Success of the Marketing Department? 18
Transforming Perception and Marketing in the Self-Storage Industry
8 Strategies for E ective Marketing Campaigns
The Impact of CMOs on Business Strategy
Build something 100 people love, not something 1 million people kind of like. J
Editor-in-Chief
Deputy Editor
Managing Editor
Assistant Editor
Visualizer
Art & Design Head
Art & Design Assitant
Business Development Manager
Business Development Executives
Technical Head
Assitant Technical Head
Digital Marketing Manager
Research Analyst
Circulation Manager
Mia
Richard
Adriana Pirela CMO
Chris Oosthuizen CMO
Gabi Goldstein CMO
Hazel Chimhandamba CMO
Laurent Seraphin CMO
Lori Dyne
CMO
Mido M. Chishty CMO
Simmy Singh CMO
Brava www.brava.solu ons.com Company
Stor-Age Property REIT Limited www.investor-rela ons. stor-age.co.za
Student Village www.student village.co.za
Hollard Life Solu ons www.hollard.co.za Camunda www.camunda.com
Odgers Berndtson www.odgersbern dtson.com
Your Marke ng Chief Ltd www yourmarke ng chief.com
Liquid Thought www.liquid thought.co.za
Ya sh Narsi CMO
Mul Choice Group www.mul choice.com
Descrip on
Adriana Pirela is a dynamic leader focused on innova on and team empowerment, driving success at Brava through strategic marke ng ini a ves and mentorship.
Chris Oosthuizen excels in strategic marke ng and investor rela ons, enhancing Stor-Age Property REIT's brand visibility and stakeholder engagement through innova ve campaigns.
Gabi Goldstein is passionate about connec ng students with opportuni es at Student Village, u lizing crea ve marke ng strategies to engage youth and foster community involvement.
Hazel Chimhandamba champions customer-centric strategies at Hollard Life Solu ons, focusing on innova ve insurance products that meet diverse client needs while promo ng financial security
Laurent Seraphin drives product marke ng at Camunda, focusing on enhancing user experience and promo ng process automa on solu ons that empower organiza ons to achieve opera onal excellence.
Lori Dyne leverages her extensive experience in execu ve search at Odgers Berndtson, fostering connec ons between top talent and organiza ons to enhance leadership effec veness.
Mido M. Chishty combines crea vity and strategy at Your Marke ng Chief Ltd, leading impac ul marke ng solu ons that drive client growth and brand recogni on in diverse sectors.
Simmy Singh is a visionary marketer at Liquid Thought, dedicated to crea ng compelling brand narra ves that resonate with audiences and drive engagement across digital pla orms.
Ya sh Narsi leads marke ng ini a ves at Mul Choice Group, enhancing customer experiences and brand loyalty through innova ve content and strategic partnerships in the entertainment sector.
,,When we think about success, we often focus solely on professional achievements. However, Adriana Pirela denes it differently; for her, true success comes from thriving in all the key dimensions of her life.
Throughouthercareer,AdrianaPirelahas
consistentlyfocusedonempowermentinallits forms.Frominvestingindevelopingbrandsfrom thegroundup,toenhancingindividualcapacitiesfor growth,shehasdemonstratedaprofoundcommitmentto positiveimpact.Hergreateststrengthslieinherboundless motivationtoimprovepeople'sliveswhilejugglingthree keyrolesinherdailylife:ChiefMarketingOfficer,Chief MamaOfficer,andChiefMentoringOfficer.
Adrianahasdedicatedhercareertobalancingasuccessful professionallifewiththeever-changingdemandsofher personallife.Shehasbuiltamultidimensionalcareer, transforminghoworganizationsconnectwiththeir audiences,thrivingininitiallyunfamiliarmarkets,and managingresults-driventeams.Throughout,shehas prioritizedherrolesasakeyfamilymemberandmentor. Thisholisticviewhasrevolutionizedhowabrandlike Bravagoestomarket.
TransformingMarketingStrategies
AdrianaPirela'scareerjourneyismarkedbyboldmoves. Earlyinhercareer,sheventuredintothetechnology industry,afieldlessexploredbywomenatthetime.This decisionledhertosignificantroleswithincompanieslike Blackberry,Samsung,andTCLintheLatinAmerican market.ShelatermovedtotheCaribbeanregion,becoming aCMOinthefinancialtechnologyindustryforDigicel. TheseexperiencespavedthewayforhertenureasCMOat Mindvalley,anAsianunicornleadingtheglobalpersonal transformationmovement.Here,shehonedherskillsina startupenvironment,shiftingfromproduct-centric strategiestoauser-focusedapproach.Inallherpositions, sheexcelledinrestructuringteams,redesigningproducts andservices,andidentifyingnewmarketopportunities.
SpanningovertwodecadessincesheemigratedfromLatin AmericatotheUnitedStates,Adriana'scareerhasbeen drivenbyherpassionformarketingandcommercial strategy.Shehasworkedwithleadingtechnologyand financialservicescompanies,navigatingdiversemarkets andleadinghigh-performingteams.Herprimarymotivation hasalwaysbeentopositivelyimpactpeople'slivesthrough innovationanddigitaltransformation.Sheaimstoempower othersandensureherworkbenefitsthosewhoneeditmost, ultimatelycontributingtothedemocratizationof technology,whetherthroughadigitalwalletorby providingaccessibleenddevicesthatkeeppeople connected.
AtBrava,Adrianaandherteamdistinguishedthebrandby focusingonpeopleratherthansolelyontechnicalsolutions. Theylistenedtotheircustomers,ensuringBravabecamea customer-centricbrandthatsimplifiestheunderstanding, acquisition,andmanagementofbusinesssolutions.This approachhasmadeBravaagenuinedifferentiatorina saturatedmarket,offeringauniqueandaccessible experiencetailoredtocustomerneeds.Adriana'sholistic viewanddedicationhaverevolutionizedhowBravagoesto market,emphasizingtheimportanceofcustomer-centricity inbusinesssuccess.
PersonalizedMarketingandGlobalStrategy
Sofar,oneofAdriana'smostsuccessfulcampaignshas beentheBravaLaunchearlierthisyear,wheresheclearly establishedthebrand'smarketengagementapproach.She positionedBravaasacustomer-centricbrandratherthana solutions-centricone.Thestrategyinvolvedunderstanding andaddressingcustomerneedsthroughadvanced segmentationtechniquesandmarketdataanalysis.This resultedinBravapositioningitselfasthepremium challengerintheB2Bbusinesssolutionssegmentacrossthe fourmarketsitoperatesin.
Adrianabelievesinthoroughresearchandinterdisciplinary collaborationtoaddressdiversemarketseffectively.She listenstolocalteams,studiesculturaltrends,andadapts strategiestomeettheuniqueneedsofeachregion. Developingmarketingstrategiesfordiversemarkets involvesacomprehensiveandpersonalizedapproach.Her teamconductsexhaustivemarketanalysistounderstand cultural,economic,andsocialspecifics,thentailorstheir messagesandtacticstoresonatewithlocalaudiences.By maintainingthehabitofgatheringcustomersfeedback throughlocalteams,theyadjuststrategiesinreal-time, ensuringrelevanceandeffectiveness.Thisapproachhas positionedBravaasagenuinedifferentiatorinasaturated market.
DrivingandEnsuringSuccess
Whenwethinkaboutsuccess,weoftenfocussolelyon professionalachievements.However,AdrianaPireladefines itdifferently;forher,truesuccesscomesfromthrivingin allthekeydimensionsofherlife.
ForPirela,thegoalistobeabeaconofinspiration, embodyingamultifacetedrolethattranscendsconventional boundaries.SheisaCMO³,seamlesslyblendingtheroles
In general, people yearn for holistic development, and we women possess the ability to multitask masterfully, even at strategic levels.
Adriana Pirela CMO Brava
ofChiefMarketingOfficer,ChiefMamaOfficer,andChief MentoringOfficerintoaharmonioussymphonyof leadership,motherhood,andmentorship.Throughher remarkablejourney,Adrianaredefineswomen’s empowermentandembracesamissiontoinfluencemultiple spheres,catalyzingchangeincommunities,cities,andthe worldatlarge.“Ingeneral,peopleyearnforholistic development,andwewomenpossesstheabilityto multitaskmasterfully,evenatstrategiclevels,”shedeclares withconviction.Additionally,inhermostrecentroleasa mentor,Adrianafocusesonsupportingwomenwhostrive tobefullypresentinboththeirfamilyandprofessional roles.Withanauthenticleadershipapproach,shehelps themsuccessfullynavigatethemultitaskingchallengesof beingamotherviathesefreementorshipsessions.
AstheCMOatBrava,Adrianamanageschallengesacross multiplemarketsbycreatingaflexibleandagile organizationalstructure.Shehasestablishedregionalteams withtheautonomytomakequickdecisionstailoredtolocal needsandimplementedcutting-edgetechnologiesto facilitatecollaborationandcommunicationacrossdifferent geographies.Additionally,sheinvestsindevelopinglocal capabilitiesandcontinuousemployeegrowth,ensuringthey canrespondeffectivelytomarketchanges.Thisapproach allowsBravatomaintainconsistentandsustainablegrowth.
Behindherprofessionalsuccessliesherlife-definingchoice andundeniabledrivingforce:herfamilyandherdecisionto becomeamother,bothofwhichserveasmilestones illuminatingherpath.Despiteherprofessionalambitions, herfamilyremainsherguidinglight.Reflectingonher journey,Adrianashares,“Myfamilyismytoppriority,and everychoiceImakeinmycareerismadewiththemin mind.Relocatingformyjobwasachallengingadventure, butmyfamilysupportsmeandbelievesinme.That decisionnotonlybroughtusexcitingexperiencesbutalso openedaworldofpossibilitiesformycareer.”Thoughthe journeywasuphill,shemaintainsthatherfamilyformsher foundation,provingitispossibletoreconcileprofessional successandmotherhood.Herabilitytomentorothers furthersolidifiesherclaimtosuccess.Whenshe successfullyjugglesthesethreeroles,shetrulyconsiders herselfsuccessful.
NavigatingCompetitiveMarkets
AdrianaPirelahasdesignedandimplementedasuccessful GTMstrategyatBravathatadeptlynavigatesthe challengingmarketsthecompanyoperatesin,markedby theirvariedsizesanddifferinglevelsofmarket
development.Recognizingtheuniquecomplexitiesofeach region—fromemergingeconomieswithnascent infrastructuretohighlydevelopedmarketswith sophisticateddemands—Adrianahasemphasizedthe importanceofpeopleandtheirrelentlessdriveasthe cornerstoneofBrava’ssuccess.
Herstrategyfocusesonacustomer-centricapproach,which isdistinctive.Underherleadership,Bravaprioritizes listeningtocustomers,understandingtheirspecificneeds, anddeliveringpersonalizedmarketingactions.This approachensuresthatcurrentandpotentialcustomerssee Bravanotjustasanotherproviderofbusinesssolutionsbut atrustedpartnerwhospeaksthelanguageofitscustomers andmeetsthemwheretheyare.
Adriana’scommitmenttounderstandinglocal nuancesenablesherteamtotailortheir approacheseffectively.Byfosteringacultureof excellenceanddeepcommitment,sheensures thatBrava’semployeesaredrivenand passionateabouttheirwork.Thisfocuson people—bothemployeesandclients—creates meaningfulconnectionsthatdrivesustainable growthandsuccess.
Throughherinnovativeandcustomer-focused strategy,AdrianaPirelahaspositionedBravaas acustomer-centricbusinesssolutionspartner, thrivingeveninthemostchallengingmarkets.
My family is my top priority, and every choice I make in my career is made with them in mind. Relocating for my job was a challenging adventure, but my family supports me and believes in me. That decision not only brought us exciting experiences but also opened a world of possibilities for my career.
8 Strategies for Effective Marketing Campaigns
Certainly,noorganizationhas
askedforeffectivemarketing strategyapproachesthatcan helpthemconnectwiththeirtarget customersandthusdeveloptheir intendedgoals.Effectivecampaigncan bringaboutbrandawareness,engage customers,andresultinsalesincrease. Thefollowingareeightstrategiesthat willsignificantlychangehow marketingcampaignsaredone.
1.KnowtheTargetAudience
Thetargetaudienceformsthebasisfor agoodmarketingcampaignsinceit clarifieswhothecustomersare,what theyneed,andhowtheymake purchases.Thisentailsdemographic, interest-based,behavior-based,and painpointstudies.
Knowingtheaudiencewellallows businessestocraftmoreengaging messageswiththemandenablesthe selectionoftherightchannelsfor connection.Thismeansthecampaign willverylikelyresonatewithpotential customersforengagement.
2.HavingClearGoals
Beforeamarketingcampaignis launched,clearlydefinedmeasurable goalsmustbethere.Theaimscould varyfromraisingbrandawarenessto anincreaseinsalesorgenerationof leads.Specificobjectiveswillhelpin havingafocusedstrategyalongwitha waytomeasurethesuccess.
Forinstance,incasethegoalisa highertrafficratingforawebsite,the numberofvisitorscanbemeasured bothbeforeandafteracampaign.A clearlydefinedgoalalsomakes resourceutilizationefficientand adjustsstrategiesifrequired.
3.EngagethroughSocialMedia
Socialmediahasitselfbecomean effectivemarketingtool.Socialmedia
helpsorganizationsengagedirectly withthecustomersandestablishafan communityoffansassociatedwiththe brand.Thecontentscreatedmust engagethereadertoshare,comment, andlikemore.
Regularpostingandinteractionwith followersenhancerelationshipsand keepthefollowersabreastofthe productsandservicesbeingoffered. Everyplatformhasdifferent characteristics,andsochoosingthe rightchannelsbestsuitedforthetarget audience'spreferencesisparamount.
4.CompellingContent
Inmarketingcommunications,content isatthecoreofmarketing communications.Compellingcontent willgetattentionandkeeppeopleon board.Blogpoststovideos, infographics,orpodcastsaresomeof thewaysthatproducevalueforan audience.
Thatistohavecontentthatsatisfiesthe needorinterestofyourtarget audience.Storytellingisagreat strategytomakethecontentmore relatableandmemorable.Itssimple clarityoflanguagealsotranslatestoa clearmessageacrosstoeveryone.
5.UtilizeEmailMarketing
Emailmarketingisstillaveryeffective wayofreachingcustomers.Inthis regard,companiescandirectlyand personallycommunicatetothe audience.Ahigh-qualityemaillistis crucial;forthisreason,givingaway contentorofferingdiscountsor exclusiveoffersforsigninguphelps.
Subscribernewscanbereleased throughperiodicnewslettersaboutnew products,promotions,orcompany news.Individualcustomerpreferences canbereflectedinemailstoenhance engagementandensuremaximum conversion.
6.UseofSEO
Searchengineoptimizationis necessarytocreatemoreawareness online.Throughoptimizationof websitecontentforthesearchengines, businessescangainhigherorganic traffic.Thisrequirestheuseof appropriatekeywords,producinghighqualitycontent,andensuringeasy navigationonthewebsite.
OtherSEOtechniquesareoptimizing imagesandimprovingpageloadspeed. Anoptimizedwebsitehelpsin reachingmorepotentialcustomersbut alsoimprovestheuserexperience,thus makingiteasierforvisitorstofind whattheywant.
7.TrackandAnalyzePerformance
Performancetrackingofamarketing campaignisrequiredforwhatworks andwhatdoesnot.Afirmcankeep trackofsites,socialmedia engagements,andconversionsusing analyticstools.Thesedataprovidethe insightsofcustomerbehaviorand preference.
Basedonthisanalysis,companiescan makeseriousdecisionsandalter strategiesormaneuversthatwould betteroptimizefuturecampaignsfor improvedreturns.Regularmonitoring ensurestheproperuseofresourcesto achievethecampaigngoals.
8.AdaptandInnovate
Sincechangeisanundisputedfactin themarketingenvironment,business shouldadapttobeontheadaptingend. Stillbeingopentonewerideasand lookingtoexperimentwithvarious strategiescanhelpfindinnovative solutionsthatreachdowntotheir customers.
Itcouldbetryingoutnewsocialmedia avenues,experimentingwithdifferent kindsofcontent,oradoptingnew
technologies-stayingaheadisthekey. Feedbackfromcustomersduringthe campaigncanalsosupplyimportant inputsthatwillhelpshapethefuture campaigns.Flexibilityandinnovation makeabusinessstandoutinacrowded marketplace.
Conclusion
Anybusinessaimingtosucceedinthe currentcompetitivestateofthings oughttohaveeffectivemarketing campaigns.Knowingwhomtocontact, distinctgoals,socialmedia,creating relevantcontent,emailmarketing, searchengineoptimization,tracking performance,andreadinessfor modification,businessescanproduce campaignsthatwillbothtargetthe audiencebutalsoinvolveandconvert them.
Themomenttheappropriatestrategies havebeensetup,thenmarketing effortswillleadtowardbetterbrand recognition,customerloyalty,and hence,success.Withthesestrategiesin place,marketingcampaignscaneasily betransformedintoapowerfulmeans forgrowthandsuccess.
To continue winning the internet marketing game, your content has to be more than just brilliant. It has to give the people consuming it the ability to become a better version of themselves.
- Simon Sinek
Chris Oosthuizen Chief Marketing Officer Stor-Age Property REIT Limited
Chris Oosthuizen
Transforming Perception and Marketing in the Self-Storage Industry
Turning a Simple Service into a
Compelling Brand Experience!
"Self-storage may lack glamour, but with the right marketing, it can shine." Thisbelief,championedbyChris Oosthuizen,ChiefMarketingOfficer ofStor-AgePropertyREITLimited, hasignitedarevolutionintheselfstorageindustry.Facedwiththe challengeoftransformingamundane serviceintoacompellingbrand,hehas transformedhowself-storageis perceivedandmarketed.
Underhisvisionaryleadership,StorAgehasexpandeditsportfoliotoan impressive103high-qualityselfstoragepropertiesacrossSouthAfrica andtheUK.Thisgrowthisnotmerely atestamenttothecompany's operationalsuccessbutalsoa reflectionofChris'sinnovative marketingstrategiesthatresonatewith consumers.Heunderstandsthat effectivemarketingcanturneventhe mostoverlookedservicesintosoughtaftersolutions.
Chris’innovativeapproachwas recentlyrecognizedinthe‘Fortyunder 40Awards’,whichidentifies,honours
andcelebratesacross-sectionof Africa’smostinfluentialand accomplishedbusinessleadersunder theageof40,wherehewasawarded thewinnerintheMarketingand Communicationfieldfor2023.
Drawingfromhisearlyexperiencesin thehospitalityindustry,herecognizes thepowerofcustomerengagementand satisfaction.Hebelievesthatthewaya productismarketedcansignificantly influenceitssuccess,aphilosophythat hasbecomethecornerstoneofStorAge'sstrategy.Byfosteringacreative culturewithinhisteam,Chrishas inspiredimaginativecampaignsthat appealtoadiverseaudience, showcasingthepracticalbenefitsof self-storageinarelatableandengaging manner
Hispassionforexceptionalcustomer serviceandqualityhaspositionedStorAgeasagloballeaderinself-storage. Hisapproachdemonstratesthatwith therightvisionandstrategy,eventhe mostordinaryofferingscancaptivate andinspire.Astheself-storage industryentersanewera,Chrisstands atthevanguard,provingthat innovationandcreativitycantransform perceptionsanddrivesuccess.
Below are the interview highlights:
Canyoupleaseintroduceyourself andyourmotivationtoenterthe self-storagesector?
IamtheChiefMarketingOfficerof Stor-AgePropertyREITLimited.The companyopeneditsfirstself-storage facilityin2006,withaportfoliotoday consistingof103high-qualityselfstorageproperties.Thisportfoliois spreadacrossSouthAfricaandtheUK.
Myjourneyintotheworldofselfstoragehasbeenunconventional. GrowingupinSouthAfrica,Istarted workinginarestaurantatayoungage anddiscoveredthatthebetterI marketedtherestaurant'sofferings,the highermytipswouldbe.This experienceignitedmypassionfor marketingandtaughtmethateffective positioningcansignificantlyimpact outcomes.
Thisearlyinsightledmetoembrace thephilosophythattheproductisoften abyproductofhowitismarketed. Regardlessofwhatyouareselling, therearealwaysuniquebenefitsto highlightandinnovativewaysto positionitforsuccess.
Inourcase,self-storagemightnotbe asglamorousassomeotherproducts, butourmarketingstrategieshave transformeditintoacompellingbrand. I'vefoundtremendousvalueand satisfactioninthissector,thankstoa creativemarketingapproach.
Couldyoupleasebrieflyintroduce yourcompanyanditsoriginstory?
Stor-Agebeganwithaclearvisionthat recognizedtherapidexpansionofthe self-storagesectorinSouthAfricaand weseizedtheopportunity.Ourgoal wasnotmerelytobethelargestselfstorageprovider,buttobethebest. Thismeantprioritizingexceptional productquality,outstandingcustomer service,andtop-notchfacilitiesover sheernumbers.
In2017,weenteredtheUKmarket withtheacquisitionofthecountry's sixth-largestself-storageoperator, StorageKing.Duringourexpansion intotheUK,weidentifiedasignificant opportunitytomarketself-storage solutionsinregionswhereweweren't yetpresent.
Onethingweremainresoluteinisour focusontheself-storageproduct. Despiteopportunitiestodiversifyinto areaslikeremovalsordocument storage,wehavechosentomaintain ourfocusonmarketingself-storage.
Whatinspiredyoutopursuea careerintheself-storageindustry, andwhathasbeenthemostfulfilling aspectofyourjourneysofar?
Initially,Ihadnoaspirationstoworkin theself-storageindustry WhenI receivedacallataround23or24years oldtomeetwiththefoundersofa smallself-storagecompanywithjust twolocations,Ihadnoideawhatselfstoragewas.ButIrememberedmylate grandfather'sadvice:"Itneverhurtsto
takethemeeting;youneverknowwhat mightcomeofit.”
So,Iattendedthemeeting,andIwas struckbythefounders'visionand passion.Itwasclearthatthesectorhad potential,butwhattrulycaptivatedme wasthepeoplebehindit.Thisfocuson peoplehasbeenarecurringtheme throughoutmycareer.
Themostfulfillingaspectofmy journeyhasundoubtedlybeenthe peopleI'vehadtheprivilegetowork with.Buildingandleadingan extraordinaryteam,creating meaningfulemploymentopportunities, andwitnessingtheimpactofthese opportunitieshasbeenincredibly rewarding.
It'sallaboutfindingtherightpeople, placingthemintherightroles,and thensteppingbacktoletthemshine. That'swhatmakesitallworthwhile.
AsCMO,howdoyoufostera cultureofcreativityandinnovation withinyourmarketingteam?Can youshareanexampleofasuccessful campaignthatresultedfromthis approach?
Thisisaboutcreatinganenvironment wherepeoplecantrulyenjoythe creativeprocess.Whileit'simportant tounderstandthecoreofaconceptor brief,encouragingtheteamtoexplore ideasbeyondtraditionalboundaries canleadtothemostinnovative solutions.
Creativitythriveswhenpeoplefeel freetoexperimentandhavefun,even ifthatmeanssteppingoutsideofthe usualconstraintsbeforerefiningideas intopracticalsolutions.
Understandinghoweachteammember bestexpressestheircreativityiskey Somepeoplethriveincollaborative
brainstormingsessions,whileothers mayfindinspirationthroughdifferent methods.Tailoringthecreativeprocess tosuittheseindividualpreferences helpsensurethatcreativityflourishes.
Anexampleofouruniqueapproachto marketingandbrandingiswhenwe attendedtheFederationofEuropean SelfStorageAssociationsannual conferenceinRotterdamlastyear We simplyplacedthewords'self-storage' onacapandthendistributedthemto attendeesoftheconference.
Wetooksomethingthat'stypicallyseen asuncool,inthiscase,aretrocapwith thewordsself-storage,andmadeitinto somethingthatbecameanovernight sensation.Thecapswereunexpectedly popularandwerespottedalloverthe world,fromluxuryyachtsinMonaco totheFormulaOnecircuit.Thiswasa reminderthatsometimesit'sabout takingsomethingthat'sdismissedor overlookedandgivingitafresh perspective.
Whataresomeofthekeychallenges you'vefacedinyourrole,andhow haveyounavigatedthroughthem whilemaintainingapositiveteam environment?
Inmyrole,themostsignificant challengeshaveinvariablybeenrelated topeople.Whilewealwaysbringnew teammembersonboardwiththebest intentionsandhopefortheirsuccess, noteveryindividualistherightfitfor ourbusiness.Thisisacrucial realizationandonethatrequires thoughtfulmanagement.
Thecompositionofyourteam profoundlyimpactsitsculture.Adding newmemberstoasmallteamcan createasubstantialshift,whilethe effectonalargerteammightbeless noticeablebutstillsignificant.A mismatchinteamdynamics,
particularlyinafieldlikedigital marketing,canbeasdisruptiveas majormarketchangesorregulatory shifts.
Whenfacedwithsuchchallenges,it's essentialtoaddressthemproactively.If youidentifysomeonewhoisn't aligningwiththeteam'sneeds,it's importanttoprovidethemwiththe resourcesandsupportnecessaryto improve.Clearcommunicationof expectationsiskey.However,ifit becomesclearthataparticular individualisnotagoodfit,it'svitalto handlethesituationwithempathy, helpingthemtransitiontoarolewhere theycanthriveelsewhere.
Navigatingthesechallengeswhile maintainingapositiveteam environmentinvolvesbalancing supportwithdecisiveaction.Ensuring thateveryteammemberiswell-suited totheirrolehelpsmaintainacohesive andproductiveculture,ultimately contributingtotheoverallsuccessof theorganization.
Canyoudescribeyourleadership styleandthestrategiesyouuseto motivateandempoweryourteam members?
Myleadershipstylecentersonthe empowermentofteammembers.I believeinputtingindividualsin positionswheretheycantake ownershipoftheirresponsibilities, fosteringasenseofaccountability,and providingthemwiththenecessary resources,tools,andsupporttoexcel.
IadheretowhatIcallthe'replacement model,'whichessentiallymeansmy goalistoworkmyselfoutofajob.
Istrivetosetmyteamupforsuccess byhiringtherightpeople,equipping themwithwhattheyneed,andthen steppingbacktoallowthemthespace tothrive.Myrolebecomesoneof
supportandfacilitation,ensuringthey haveeverythingrequiredtoexcelin theirroleswhileIprovideguidance andassistanceasneeded.
Howdoyoustayupdatedonthe latestmarketingtrendsandbest practicesintheself-storageindustry, andhowdoyouapplythis knowledgeatStor-Age?
First,weallocatededicatedtimefor readingandstayinginformed, especiallywithinourleadershipteam. Thisinvolvessharingrelevanttopics andengagingindiscussionforumsto keepeveryonealignedwithcurrent trends.
Wealsostaycurrentwithtechnical advancementsthroughcoursesoffered byplatformslikeMetaandGoogle.
Giventhevastamountofinformation availabletoday,ourchallengeisnot findinginformationbutselectingthe mostrelevantandusefulinsights.To addressthis,weareintentionalinour approach:weregularlyreflectonour business,assesswhat'sworkingand whatisn't,andidentifygapsthatneed
addressing.Wethenseekout informationandtrendsthatspecifically addressthesegaps.
Fortechnical,creative,ormarketspecificchallenges,wefirstisolatethe problembeforesearchingfortargeted solutions.Thisfocusedapproachhelps usavoidthepitfallsofinformation overloadandensuresweareutilizing themostpertinentresources.
Additionally,withadiverse managementteam,weensurethat informationisstrategicallyselected andsharedacrossvariousareasof influence.Documentingourlearnings andmaintainingoperatingstandardsis crucial.Bysystematicallyrecording andsharinginsights,weunlock significantvalueandcontinuously enhanceourpractices.
Whatadvicewouldyougiveto aspiringmarketersoryoung professionalslookingtomaketheir markintheself-storageorreal estatesectors?
Don'tbeswayedbypreconceived notionsaboutasectororbrand.
Whetheryou'relookingatrealestate, tiremanufacturing,oranyotherfield, avoidlettingpopularperceptions dictateyourchoices. Often,themostrewarding opportunitieslieinnichesectorsthat othersmightoverlook.Whileitmight seemmoreglamoroustomarketwellknownconsumerproductslikeclothing orenergydrinks,focusingona specializedareacanoffersignificant advantages.Bybecominganexpertin anichesector,youcancarveouta uniquespaceforyourselfandexcel whereothersmightnot.
Myadviceisthis:resisttheallureof moreglamorousfields.Thereis tremendousvalueinsectorsthatmay notseemimmediatelyattractivebut offerthechancetobecomealeading expert.Embracetheniche,understand itsuniqueaspects,andbuildyour expertise.Youmightfindthatthemost successandfulfillmentcomefrom thoselessobviouspaths.
Canyoushareapivotalmomentin yourcareerthatsignificantly influencedyourapproachto marketingandleadership?
Apivotalmomentinmycareercame earlyonwhenIhadtheopportunityto workunderaless-than-idealline manageratalargeFMCG.This experiencewasprofoundly enlighteningforme,asitvividly demonstratedthecrucialimpacta managercanhaveontheirteamand thesignificantresponsibilitiesof leadership.
Thislessonhasstayedwithme throughoutmycareer.Despitenot alwaysgettingitright,I'velearnedthe importanceofsurroundingyourself withtherightpeopleandcelebrating theirachievements.Recognizingand supportingyourteam'ssuccessesisnot onlyvitalfortheirgrowthbutalsofor yoursuccess.
Byempoweringyourteam,allowing themtoshine,andstandingupfor them,whennecessary,youcreatean environmentwhereeveryonecan thrive.Thisearlyexperiencetaught methateffectiveleadershipisabout fosteringthesuccessofothersand embracingthemutualgrowththat comesfromit.
Inyouropinion,whatarethemost importantqualitiesorskillsthata successfulCMOshouldpossessin today'scompetitivebusiness landscape?
Intoday'scompetitivebusiness landscape,Ibelievethatasuccessful CMOmustexcelinseveralkeyareas. First,beingdata-driveniscrucial.Iuse analyticsandmetricstoinform decisionsandmeasurethe effectivenessofourstrategies.This approachensuresthatourmarketing effortsarenotjustcreativebutalso groundedinsoliddata.
Additionally,strongleadershipand teammanagementskillsareessential.I focusonleadingdiverseteams, fosteringcollaboration,anddriving performancetoachieveourmarketing goals.
Finally,agilityandadaptabilityare vital.Theabilitytopivotstrategies quicklyinresponsetomarketshiftsor disruptionshelpsusstayaheadand remaincompetitiveinarapidly changingenvironment.
Howdoyoumaintainawork-life balancewhilemanagingthe demandsofyourroleasCMO,and whatstrategiesdoyouusetoavoid burnout?
Thebestadviceforavoidingburnoutis togenuinelylovewhatyoudo.Iknow itmightsoundrepetitive,buthavinga teamofgreatpeoplewhoareall
One thing I'd say to myself is just understand your energy, understand your inuence, and be responsible with your engagement with people.
alignedwiththesamegoalsiscrucial. Wheneveryoneisheadingintheright directionandfeelsempowered,it greatlyreducestheriskofburnout. Yourcareerpathandtheofficeculture youchoosearesomeofthemost significantdecisionsyou'llmake, secondonlytopersonaldecisionslike choosingalifepartnerorraising children.
It'salsoimportanttodelegateandtrust yourteamtohandlechallenges, allowingthemthespacetolearnfrom theirmistakesandgrow Youdon't needtofixeveryproblemyourself; instead,giveyourteamtheautonomy totakeownershipoftheir responsibilities.
Ifyoucouldgiveyouryoungerself onepieceofadviceasyoubegan yourcareerinmarketing,what woulditbe?
IfIcouldgivemyselfonebitofadvice asayoungmarketer,I'dsay,just understand.Thisisquiteapersonal thing,butI'dsayjustunderstandyour influence.Understandthatyou're influencingpeople,whetheryoulikeit ornot.Ateverysingleturnoftheroad, everyengagement,everyconversation,
everymeeting,everyclientdiscussion, you'realwaysinfluencingpeople.
You'vegotaresponsibilitywithhow youcommunicatewithpeople.You've gotaresponsibilitywithwhat messagingyouputintotheworldin termsofmarketing.You'vegota responsibilitytotheenvironmentthat you'rein.So,onethingI'dsayto myselfistojustunderstandyour energyandyourinfluence.Andbe responsiblewithyourengagementwith people.
AndthenI'dalsosaytomyself,you're notalwaysgoingtogetitright,and that'sperfectlyokay;justtryyourbest andjustkeepworkingthroughit.As longasyourintentionsaregood,you willbejustfine.
Whatareyourlong-termgoalsfor Stor-AgePropertyREITLimited, andhowdoyouenvisionthe companyevolvingtoserveits customersbetterinthecoming years?
Ourapproachistwofold:wewill pursuetraditionalgrowthstrategies whilestayingattunedtotheevolving landscapeofself-storage.Asthesector progresses,weaimtonotonlyadapt butalsotoleadinkeyareas,ensuring thatweremainattheforefrontof industrydevelopments.
Ourcommitmenttoinnovationand improvementisunwavering,andwe're excitedabouttheopportunitiesthatlie ahead.Ourfocusremainsondelivering exceptionalserviceandmaintaininga highstandardofqualityaswegrow
The Impact of on Business Strategy
Inamodern-daybusinessscenario,
theroleofaChiefMarketing Officerhaschangedtoonewhose careerhasseentremendous transformation.TheroleoftheCMOis nolongerthatofanadvertising campaignmanagerbuthasbecomethe backboneofbusinessstrategy.This changereflectsthatmarketingis becomingmoreimportantforbusiness successandadjustmenttowardsthe emergingmarketconditions.
RoleofaCMO
TheprimaryroleofaCMOisto overseethemarketingeffortsatany givenorganization.Thisencompasses branding,marketresearch,product developmentandcustomer engagement-basicallyeverything.It, howevertranscendstheerstwhile conventionalmarketingfunctionsthat amodernCMOsareinvolvedin;they areincreasinglyconfrontedwith strategicdecision-makingastheywork togetherwithotherexecutivesto ensuremarketingisalignedwith companyobjectives.
TheCMO'sinfluencecanbefeltin differentdirectionsthroughthe businessstrategy,aswell.Theymake availablemarkettrendsandconsumer behaviorinsightstohelpshapeproduct offeringsanddesignpricingstrategies. Understandingthetargetaudience helpsbusinessescraftmessages
tailoredtotheircustomersonaneven deeperlevelandinfluencestheir customers'experience.
ShapingCustomerExperience
Thecustomerexperienceiswherea CMOcanaddvaluetothebusiness strategy.Intoday'smarketplace,there arefartoomanyoptionsavailabletoa customerthroughanyplatform,hence creatingsignificantdifficultyinhaving aproductnoticed.ACMOhastherole ofensuringthateveryinteractionthe customerhaswiththebrandispositive andmemorable.
Thisfocusoncustomerexperience necessitatessomethingbeyondthe marketingoperations.Rather,their integrationhastobesoughtafterfrom someotherdepartments,aswell.For example,thatofsalesandcustomer servicescancompleteaseamless businessprocessinthecontextofthe consumer.CMOsgetanorganization tounderstandandattaintheneedsand wantsofthetargetcustomersbymeans ofpromotingacustomer-centric orientationanditsimplicationsrelating toloyaltyandsatisfaction.
TakingData-DrivenStrategic Decisions
AnotherareawheretheCMOdoes makeanimpactisindataanalytics. Today,datahasbecomeoneofthe
morepowerfultoolsforbusiness strategies.CMOsincreasinglyare beingturnedtoasonestoleveragethis phenomenonofdataasitinformsand optimizesdecisionswhilemarshaling marketingefforts.
ConsumerdatacanallowCMOsto identifyallthetrendsandpatternsthat determinethedirectionofdevelopment andmarketingstrategiesforthe products.Marketingactivitieswillthus bemuchmorepinpointedandtarget therightaudience,whichindirectly meanseffectiveuseofresourceswith higherreturnsoninvestment.
DevelopingInnovation
Innovationisthelifebloodofevery businessthataspirestobecompetitive. Indeed,theroleofaCMOcannotgo withouttheroleinhelpingfosteran organizationalcultureofinnovation. Encouragingcreativityand experimentingCMOscanfoster generationofnewproductsorservices ideasmatchedtothechangedneedsin consumingend.
Thisapproachtoinnovationcanbe transferredtomarketingstrategiestoo. CMOscanspearheadinnovativenew channelsandtechnologiesasthe companystrivestostayrelevantinan increasinglyfast-changingworld. Whetheritisembracingthepowerof socialmedia,influencermarketing,or newlydevelopedtechnologieslike artificialintelligence,CMOsare alwaysattheforeofdiscoveringfresh andmoreeffectivewaysof communicatingwiththecustomer.
AligningMarketingwithBusiness Goals
Asuccessfulchiefmarketingofficer knowsmarketingshouldbealigned withotherbusinesspriorities.This includessellingproductsbut, simultaneously,toachievethebest returnoninvestmentforthecompany.
Whencoordinatedwithother executives,theCMOcanensure marketingprojectsalignwithbig businesspriorities-thus,forexample, marketshareornewmarkets.
Thisalignmentalsoallowsfor improvedinterdepartmental communication.Marketing,when placedinthecontextoftheoverall businessplan,fostersteamworkand ensuresthatallpartiesareworking towardcommongoals.Inthis approach,theremightbemore cohesivebrandingandmessagingthat couldmakeoverallcompanyefforts moreeffective.
BuildingStrongerBrandEquity
Therefore,brandequityprovidesvalue totheproductorservice.Itisthat valueabrandaddstoaproductor service.Brandequityhasanimmediate influenceoncustomerpurchasing decisionsandmarketpositionin general.Thecreationandsustenanceof brandequitymainlyliesinthehands oftheCMO.Witheffectivemarketing strategiesandtools,theCMOcan createanidentityforthebrand.
Agoodbrandattractsandretains customers.Whenaconsumeris emotionallychargedaboutabrand,he orshewillpreferthatbrandtoothers. Thisisarepetitionofbusinessand sometimesevenanencouragementof thebrandtoitspraisetoother consumers.Inthisrespect,CMOs significantlycontributetoward sustainedbusinesssuccessduetothe focusonbrandequity.
OvercomingChallenges
Despitetheforceoftheroleofthe CMO,however,challengesremain involved.Technologicalchangeisvery rapid,consumerpreferencesare shifting,andcompetitionisheightened. Themarketingleadersstandina challenginglandscape,sotheyneedto
beagileandmovealong.
Moreover,withtheconstantchangein themarketingarena,therearethings thathavetobeknownofaboutwhatis trendyandwhatispossible.TheCMOs mustbelifelonglearnersastheyseek knowledgeandskillstokeeptheir businesscompaniesaliveandkicking.
Conclusion
TheinfluenceofCMOsona company'sbusinessstrategyhasfarreachingandmultipledimensions. Marketing,dataanalysis,and consumerbehaviorexpertisewould definearolebytheCMOinhelping determinethecourseofthe corporation.Inthegeneralschemeof things,theyhelpdriveinnovation, improvethecustomerexperience, ensuremarketingisalignedwith corporategoals,andbuildbrand equity.
Asthiscontinuesintermsof adaptation,thepoweroftheCMOwill onlyincrease,andsubsequentlyinthat context,effectiveleadershipin marketingwillbesignificantin realizingsuccessinalong-runhorizon.
The best marketing doesn't feel like marketing.
-TomFishburne
How Does a CMO’s Leadership Style Impact the Success of the Marketing Department?
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,, The aim of marketing is to know and understand the customer so well the product or service ts him and sells itself.
- Peter Drucker
www thecioworld.com