Top 10 Women Leading the MarTech Revolution in 2023

Industry Insiders
Understanding the Aspects
of Growth in the Martech Sector
Redeﬁning Horizons
An ha
Khan's
Path to Economic Value Addition
Top 10
Women
Leading the
MarTech
Revolution in
2023
Anisha Khan
Head of Branding,
Marketing &
Communications
VOL 09 I ISSUE 01 I 2023
Growth Assured
How Technology is
Enhancing the Integra on
of Digital Marke ng?

The Legacy Approach for
MarketingTechnology is to Solve a
Speciﬁc Problem in a Speciﬁc
Channel with a
SpecificTool.

Editor’S
Note
Advancing
Factors
Connecting
People

Hire
character.
Trainskill.
AbhishekJoshi
n the ever-evolving landscape of marketing and
Itechnology, one trend continues to shine brightly:
the remarkable contributions of women who are
leading the MarTech revolution. As we navigate the
dynamic intersection of marketing strategies and
technological innovations, it's essential to recognize the
outstanding achievements of these visionaries who are
shaping the industry's future.
The latest edition of CIOLook shines the limelight on
"Top 10 Women Leading the MarTech Revolution in
2023." These exceptional leaders have demonstrated
unparalleled expertise, groundbreaking ideas, and
unwavering commitment to driving the growth of the
MarTech sector. Their stories serve as inspiration not
only to aspiring professionals but to the entire business
community.
From data-driven decision-making to AI-powered
personalization, these women have harnessed the
power of technology to revolutionize marketing
strategies, enhance customer experiences, and foster
innovation within their organizations. Their unique
perspectives, resilience, and unwavering dedication
highlight the vital role that diversity and inclusion play
in fostering innovation and pushing boundaries.
As we delve into the profiles of these remarkable
women, you'll discover their insights into the rapidly
evolving MarTech landscape, their strategies for staying
ahead in an ever-changing industry, and their thoughts
on the transformative potential of technology for
businesses of all sizes. In a world where technology is
the cornerstone of progress, these women have not
only embraced it but have become trailblazers, using it
to forge new paths and redefine possibilities. Their
accomplishments underscore the significance of
collaboration, adaptability, and a forward-thinking
mindset in the dynamic world of MarTech.
Let's delve into their stories, gain insights from their
experiences, and be inspired by their unwavering
dedication to pushing the boundaries of what's
possible.
Flip through the pages and have a delightful read!

Articles
18 38
cxo
Empowering Marketings
Evolution:How Technology Drives
Industry Growth?
30
-Wri en by Julie Reali
Elevating Marketing Technology
(Martech)
36
Expanding Horizons with Innova ve
Enrichments- Pam Moore
Cover
Story
An ha
Khan's
Industry Insiders
Understanding the Aspects
of Growth in the Martech Sector
Growth Assured
How Technology is Enhancing the
Integra onof Digital Marke ng?

22
Forging Las ng Connec ons
in Business and Beyond
32
26
Car ing Success through
Marke ng Alchemy
42
Amira Aboushousha
Carla Bastos Da Fonseca
A Resourceful Leader Eleva ng
Brands in the Digital Landscape
Kerry Dawes
Plethora of Extraordinary
A ributes
Yuanita Christanti

CONTENT
Senior Editor Alan Swann
Executive Editors AbhishekJoshi
Alex Spellman
DESIGN
Visualizer Dave Bates
Art & Design Director Revati Badkas
Associate Designer Ankita Pandharpure
SALES
Senior Sales Manager Sihanee M., Rouniyar A.
Customer Success Manager Sawant N.
Sales Executives Akash, Albert
TECHNICAL
Technical Head Prachi Mokashi
Technical Consultant Victor Collins
September, 2023
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Brief
Company Name
Shilpi Raut
Demand Generation
Manager
Yuanita Christanti
Marketing Manager
Carla Bastos da Fonseca
CMO
Julie Reali
CMO
Carla has been an architect of high-impact marketing strategies
that carve pathways to success
Shilpi is systematic and innovative in her approach, making her
special in the work she does.
Yuanita is a conceptor, a thinker and a curious marketer
wrapped in professional experience with dynamic automotive
environment.
Julie has been working with easrse with her dynamic marketing
strategies and is propelling the growth of the company to new
horizons.
Anisha Khan
Head of Branding,
Marketing
and Communications
Anisha is a visionary leader who embodies the ethos of
innovation and excellence within the robust realm of Financial
Services.
Ali Zaid Al-Quraishi &
Brothers
alquraishi.com
Bi4all
bi4all.pt
easrse
easrse.com
Amira Aboushousha
Growth &
Product Innovation Lead
Amira is a career B2B technology leader with 15+ years of
experience across product and marketing disciplines.
Human2b
human2b.com
Digitas
digitas.com
Kerry is an International Transformation Digital Leader with
experience delivering ROI within 6 months.
UMC Suzuki
umcsuzuki.com
Jason Stanbery
MarTech Head
For two decades, Jason has been working on digital projects in
various roles with increasing responsibilities.
Zedsge
zedsge.com
Cremarc
cremarc.com
Isle Data
isledata.io
Jennika’s passion for data developed at a young age through
her love of mathematics. Throughout her career, Jennika has
leveraged this passion to provide insight through data and
analytics within the ﬁnancial industry.
Jennika Gold
Chief Operating
Oﬃcer and Co-founder
Pam Moore
CEO and Founder
Pam loves the art, science and organic intersection of humans
and technology and holds 25 years experience working with the
most successful brands in the world.
Featured Person
Kerry Dawes
MarTech Director
Marketing Nutz
theMarketingNutz.com

Anisha Khan
Head of Branding,
Marketing &
Communications

An ha
An ha
An ha
Khan's
Khan's
Khan's
C O V E R S T O R Y
“
“
As a Marketing
leader, I have
found the
need to have
strong
analytical
skills to make
data-driven
decisions

M
odern finance is a rapidly changing industry
where branding, marketing, and
communication are all essential for financial
institutions to succeed. Financial institutions that can
effectively leverage these channels will be well-
positioned to succeed in the years to come. These
institutions need the emergence of a dynamic force
that seamlessly weaves together the threads of
branding, marketing, and communications driving a
brand towards success.
A pivotal figure at the helm of this strategic
orchestration is Anisha Khan, a visionary leader who
embodies the ethos of innovation and excellence.
Within the robust realm of Financial Services, a
distinguished arm of the reputable Ali Zaid Al-Quraishi
& Brothers (AZAQ), Anisha is emerging as a linchpin in
propelling the group's legacy of economic value
addition forward. With a history etched in the sands of
Saudi Arabia since 1958, this 100% family-owned
group has solidified its presence across diverse sectors,
ranging from automotive and consumer goods, supply
chain and logistics, industrial and technology solutions,
as well as real estate and financial services.
As the Head of Branding, Marketing and
Communications, Anisha brings a unique blend of
strategic acumen and creative prowess to the fore.
Stepping into a dominion where innovation meets
tradition, she masterfully navigates the balance
between showcasing the time-honored heritage of Ali
Zaid Al-Quraishi & Brothers and steering the group
towards new horizons.
Anisha's journey resonates as a beacon of dedication
and insight, charting a course that marries the group's
rich legacy with the demands of a rapidly evolving
market. Her role becomes all the more pivotal as Ali
Zaid Al Quraishi and Brothers Company stands firm at
the forefront of economic value addition, embodying
resilience and progress in equal measure.
Let's explore the fusion of innovation and tradition that
shapes AZAQ's Financial Services division uncovering the
story of strategic brilliance and creative leadership that
propels us forward!
Marking the Path to Leadership
Anisha has over 18 years of global experience across
diverse sectors in directing, planning and implementing
effective brand and marketing strategies through
creative expression and communication.
Anisha started her journey at 16 years old working for
Boots and Nicole Farhi in Sales and as a No.7
Consultant parallel to completing her higher education.
The sales and people skills she learned at an early age
supported her in her future career endeavors. Her
entrepreneurial journey started young and throughout
her career where she launched, branded, marketed and
built businesses of her own in teething jewelry, kids'
nail polishes, female network and creative space and
modest activewear.
Anisha's career has been quite diverse. She's been a
creative freelancer, a consultant and has also held full-
time positions. Her expertise has been put to use for a
wide range of clients over the years. She's been busy
crafting creative solutions for branding, marketing and
communication needs.
In early 2006 Anisha joined DDB Bahrain as a Mid-
weight creative and later continued freelancing for
them as a senior Art Director. In 2007, she joined Ernst
and Young Global (EY) in London UK as a Supervising
Associate in Brand, Marketing and Communications,
managing and being part of the growth of the EY brand.
Anisha left EY in 2013 to move to Bahrain and started
her own brand consultancy business, Spur and Fly while
consulting for DDB Jabreen in Muscat, Oman.
Between 2017 and 2019, Anisha consulted for British
Schools in the Middle East operating at the upper
echelons of digital marketing, branding and
communication. Her direction elevated the
organization's brand and brand strength to new levels
in a very short time. As part of Anisha's consultancy, in
2019 she was instrumental in the creation of the brand
name and identity for Starlinks and joined it as the
Marketing Director in 2020.
Anisha also started working with Ali Zaid Al Quraishi
and Brothers Company (AZAQ) in 2020 shaping and
building the brand, creating and implementing the
group values whilst growing the identity,
communications, culture and voice of the organization.
The role has given Anisha the opportunity to transform
the organization in many ways including brand
strength, brand consistency for the group and
subsidiary brands, building brand awareness and direct
marketing initiatives.

As a Marketing leader, Anisha has faced many
challenges:
Ÿ Competition: The marketing landscape is highly
competitive, encompassing many businesses vying
for consumer attention. As a Marketing leader,
Anisha has found a need to develop innovative
strategies to stand out from the competition.
Ÿ Evolving Technology: Marketing is heavily
inﬂuenced by technological advancements. Staying
updated with the latest marketing tools, platforms
and trends is crucial for success.
Ÿ Data Analysis: Effective marketing requires
analyzing vast amounts of data to gain insights into
consumer behavior and preferences. Anisha says,
"As a Marketing leader, I have found the need to have
strong analytical skills to make data-driven decisions."
I have had to be adaptable
and open to change to stay
ahead of the curve and
meet evolving business
demands.
“
“

Ÿ Budget Constraints: Limited budgets have posed
challenges for Anisha where she had to ﬁnd creative
ways to achieve marketing goals while optimizing
resources.
Ÿ Adapting to Change: The marketing landscape is
constantly evolving. Anisha states, "I have had to be
adaptable and open to change to stay ahead of the
curve and meet evolving business demands."
Ÿ Building and Managing Teams: As someone who
has been responsible for building and managing
teams of diverse professionals-effective leadership,
communication and collaboration skills are essential
for success.
By overcoming these challenges and continuously
learning and adapting to the dynamic marketing
environment Anisha has driven success and added
value for the organizations and businesses she has had
the opportunity to work for.
Unveiling the Tapestry
AZAQ takes pride in its Saudi roots and continues to
build strategic business partnerships to contribute
towards the Saudi Vision 2030. It has a strong network
of companies involved in various sectors of the
economy across the region. The cumulative experience
spanning over decades has enabled it to have ﬁrst-hand
knowledge and experience in a range of sectors.
AZAQ's values are at the core of its business dealings
and it lives by the code of ethics. The vision is to be at
the forefront of economic value addition, associated
with responsible, long-term, sustainable business and
I have found the key is to
align your marketing
strategies with the goals
and objectives of the
businesses you are
supporting, constantly
monitoring market trends
and adapting your
approaches accordingly.
“
“

AZAQ's mission is
Ÿ Be the preferred choice for its strategic business
partners and customers.
Ÿ Be an employer of choice with an open environment
for people's development and growth.
Ÿ Have a meaningful presence in the community and the
eco-system it operates in.
Ÿ Be an effective source of constant sustainable value
creation to its shareholders.
Igniting Change
Anisha has over 20 years of experience in directing,
planning and implementing effective brand and
marketing strategies across diverse sectors. Anisha's
consultancy work has helped organizations elevate their
brand strength and consistency to new levels in a short
time.
As a marketing director, her expertise has had a
signiﬁcant impact on the sectors she has supported.
Here's how
Ÿ Market Analysis: Anisha's knowledge of market
trends, consumer behavior and competitive landscape
has supported the businesses she has supported to
identify lucrative opportunities and make informed
investment decisions.
Ÿ Branding and Positioning: As an example, by
effectively brand positioning British Schools in the
Middle East (BSME), Starlinks, AZAQ and its
subsidiary brands. She also helped in creating a strong
brand image, Anisha has enhanced their credibility
and attracted potential investors, partners and
customers.
Ÿ Targeted Marketing Campaigns: Anisha mentions,
"Through targeted marketing campaigns organic and
paid, I have reached out to speciﬁc investor segments
and showcased the businesses." She has supported
unique value propositions, generated interest and
attracted new investors, partners and customers.
Ÿ Relationship Building: Building and nurturing
relationships with existing and potential partners,
customers, colleagues and key stakeholders is
crucial.

Anisha states, "I have leveraged my expertise in
relationship marketing to establish trust and enhance
loyalty.”
Ÿ Thought Leadership: With a lot of the brands like
Starlinks, BSME and AZAQ Anisha has supported
actively she mentions, "I have focused on them being
seen as thought leaders in their industry, I have
enhanced brand reputation, gained credibility and
attracted high-profile customers and partners for many
businesses.”
Anisha also adds, "I have found the key is to align your
marketing strategies with the goals and objectives of the
businesses you are supporting, constantly monitoring
market trends and adapting your approaches accordingly.”
Anchored in Ideals
Ali Zaid Al Quraishi and Brothers Company (AZAQ) is a
Saudi-based organization that takes pride in its Saudi
roots and values. According to Anisha, AZAQ's values
are at the core of its business dealings, and living by its
code of ethics. AZAQ's work culture is open and
conducive to people's development and growth. The
aim is to be an effective source of constant sustainable
value creation to its shareholders and have a
meaningful presence in the community and the
ecosystem they presently operate in.
In Tech's Grip
AZAQ has a strong network of subsidiary businesses
involved in various sectors of the economy across the
region.
The cumulative experience spanning over decades has
enabled them to have first-hand knowledge and
experience in a range of sectors and industries. AZAQ
leverages technological advancements to make its
solutions resourceful by investing in digital
transformation initiatives and digital marketing. The
company also uses technology to optimize its supply
chain and logistics operations.
Peering into the Crystal Ball
According to Anisha, the next significant change in the
global marketing industry is the shift towards
experiential marketing. She believes that brands need
to create immersive experiences that connect with
customers emotionally and create a lasting impression.
AZAQ is preparing to be a part of this change by
investing in technology and innovation to create unique
customer experiences that differentiate them from
their competitors.
The Next Step
Anisha sees herself as a leader who can drive change
and innovation in the marketing industry. Her future
goals for AZAQ are to continue building the brand,
build on the group values, grow the identity, brand
awareness, communications, culture, and voice of the
organization and its subsidiaries.Anisha aims to
continue in the path to be instrumental in the
transformation journey of AZAQ in many ways,
including brand, marketing and communication
strategy, build brand strength, brand consistency, and
direct marketing initiatives.
Bequeathing Wisdom
Anisha shares, "My advice to budding leaders who aspire
to venture into the marketing industry would be to stay up-
to-date with the latest industry trends and technologies."
Be creative, innovative and willing to take calculated
risks. Build a strong network and surround yourself
with like-minded people who share your vision and
goals.
She also adds, "Finally, be persistent, patient and never
give up on your dreams.”
My advice to budding leaders
who aspire to venture into the
marketing industry would be to
stay up-to-date with the
latest industry trends and
technologies.
“
“

Understandingthe
Aspects of Growth in the
MarTechSector
n the ever-evolving landscape of marketing and
Itechnology, the fusion of these two realms has given
rise to a dynamic sector known as "martech" – a
portmanteau of marketing and technology. The martech
sector has witnessed substantial growth in recent years,
driven by innovative solutions that enhance marketing
strategies and streamline business operations. In this article,
we delve into the key aspects contributing to the growth of
the martech sector and explore its implications for
businesses.
Scope of Martech
Martech encompasses a wide range of tools, platforms, and
technologies designed to facilitate marketing activities. This
includes customer relationship management (CRM)
systems, analytics tools, automation software, social media
management platforms, and more. The goal of martech is to
enable businesses to create targeted, data-driven marketing
campaigns, enhance customer experiences, and optimize
processes.
Data-Driven Decision Making
One of the driving forces behind the growth of the martech
sector is the emphasis on data-driven decision-making.
With the proliferation of digital channels, businesses can
collect vast amounts of data on consumer behavior,
preferences, and interactions. Martech tools oﬀer advanced
analytics and data processing capabilities, enabling
companies to derive valuable insights and make informed
marketing decisions.
Personalization and Customer Experience
Modern consumers expect personalized experiences from
the brands they interact with. Martech tools empower
businesses to create tailored campaigns and content that
www.ciolook.com | September 2023 |
18

Industry Insiders
19

resonate with individual customers. This personalization
enhances customer engagement, loyalty, and satisfaction,
ultimately driving revenue growth.
Marketing Automation
Automation lies at the heart of Martech's growth. Marketing
automation platforms enable businesses to streamline
repetitive tasks, such as email marketing, lead nurturing,
and social media posting. By automating these processes,
marketers can focus on strategy and creativity, leading to
more efficient campaigns and improved results.
Artificial Intelligence and Machine Learning
The integration of artificial intelligence (AI) and machine
learning (ML) technologies has revolutionized the martech
landscape. AI-powered tools can analyze vast amounts of
data, predict trends, and recommend personalized content
for consumers. Chatbots and virtual assistants powered by
AI enhance customer support and engagement.
Multichannel Marketing
Martech facilitates multichannel marketing, allowing
businesses to maintain a consistent brand presence across
various platforms, such as social media, email, websites,
and mobile apps. This cohesive approach ensures that
customers receive a unified brand experience regardless of
the channel they engage with.
Evolving Customer Acquisition
Martech has transformed how businesses acquire
customers. Inbound marketing strategies, which focus on
attracting customers through valuable content and
interactions, have gained prominence. Content management
systems (CMS) and search engine optimization (SEO) tools
play a crucial role in this process.
Measuring ROI and Attribution: MarTech tools have
significantly improved the ability to measure Return on
Investment (ROI) and attribute marketing efforts to specific
outcomes. This is crucial for understanding which
campaigns and channels are driving the most value and
which ones might need optimization. Advanced tracking
and analytics allow businesses to allocate resources more
effectively.
Dynamic Content Creation: MarTech tools enable the
creation of dynamic and personalized content that adapts
based on user behavior and preferences. This dynamic
content can include personalized product recommendations,
tailored email subject lines, and even website content that
changes based on the visitor's profile. This level of
customization enhances engagement and conversions.
Account-Based Marketing (ABM): ABM is a strategic
approach where marketing efforts are focused on a specific
set of high-value accounts. MarTech tools aid in identifying
and targeting these accounts, creating personalized
campaigns, and tracking interactions with key decision-
makers. ABM has gained traction as a B2B marketing
strategy due to its effectiveness in reaching the right people
with the right message.
Cross-Channel Integration: Modern consumers engage
with brands across multiple channels, from social media to
email to brick-and-mortar stores. MarTech solutions
facilitate cross-channel integration, allowing businesses to
deliver a consistent and seamless experience regardless of
where customers interact. This integration enhances brand
loyalty and customer satisfaction.
Marketing Compliance and Data Security: As data
privacy regulations become more stringent (such as GDPR
and CCPA), MarTech tools have adapted to ensure
compliance and data security. This includes features like
consent management, data encryption, and secure storage,
enabling businesses to maintain trust with their customers
while utilizing data for marketing purposes.
Challenges and Future Trends
While the martech sector offers numerous opportunities, it
also presents challenges. Integration of various martech
tools, data privacy concerns, and the rapid pace of
technological advancements can pose obstacles for
businesses. However, the sector continues to evolve, with
trends such as voice search optimization, influencer
marketing analytics, and augmented reality marketing on
the horizon.
In conclusion, the martech sector is experiencing rapid
growth due to its ability to harness technology for more
effective marketing strategies and improved customer
experiences. Businesses that embrace martech solutions
stand to gain a competitive edge in an increasingly digital
and data-driven world. As technology continues to advance,
the martech landscape will likely evolve, presenting new
possibilities and challenges for marketers and businesses
alike.
20

Amira Aboushousha
Forging Lasting Connections in Business and Beyond
T
he business consulting and services industry is
constantly evolving, as businesses are always
looking for new ways to improve their operations
and achieve their goals. In this dynamic environment,
innovation and growth strategies are essential for
business consulting firms to stay ahead of the curve.
In this dynamic landscape where innovation and growth
strategies are paramount, human2b emerges as a
guiding light. Amira Aboushousha is the Growth &
Product Innovation Lead of human2b, a pragmatic
advisory boutique that specializes in providing
innovative and customized marketing and CX strategies
to B2B and B2C companies.
Amira's expertise lies in helping businesses grow their
customer base, increase brand awareness and improve
customer satisfaction. She has a proven track record of
success in a variety of industries, including fintech,
payments and e-commerce.
Let's delve into Amira's journey and her experiences leading
organizations!
Share your journey from Marketing leader to your
current role and outline the challenges you conquered
to attain your position.
My marketing leadership journey is a fusion of youth,
unconventional insights and a "can-do" spirit. From
cinema production roots, I brought creativity,
adaptability and a fresh perspective. My age didn't
deter me, I embraced challenges, leveraging diverse
experiences for innovation.
Shifting from cinema to marketing demanded mindset
adaptation and I excelled via efficiency and frugality.
Being a single mom further ignited my drive to excel.
I've learned age doesn't limit impact; fresh views yield
groundbreaking results. Embracing change, staying true
to the vision and learning, I founded "human2b" for
innovative, authentic-focused marketing in the dynamic
business realm.
With a transformative leadership role in marketing, I've
reshaped the landscape through key focus areas:
Ÿ Strategic Innovation: I challenge norms with
creative problem-solving, nurturing resonant
connections for higher engagement and loyalty.
Ÿ Human-Centric Marketing: I redefine success
through authentic connections, elevating
experiences and reshaping business-customer
relationships.
Ÿ Cross-Industry Collaboration: My diverse insights
break industry barriers, driving innovation through
cross-sector collaboration.
Ÿ Ethical Marketing: Advocating transparency and
values, I foster trust and lasting relationships,
aligning businesses with ethics.
Ÿ Digital Transformation: Leveraging tech potential, I
craft impactful strategies in AI, automation and
immersive experiences.
Ÿ Thought Leadership: Sharing insights via articles,
speeches and mentorship equips others to navigate
the evolving field.
Ÿ Cultural Diversity: Multicultural background
enables cross-cultural campaigns, fostering
connections that transcend borders.
Ÿ Purpose-Driven Marketing: By linking brands to
meaningful causes, I drive positive societal impact
and brand equity.
Ÿ Resilient Teams: Cultivating adaptable,
collaborative teams, I drive change and results as a
leader of leaders.
Tell us more about your company and its mission and
vision; how does it thrive towards enabling
advancements in the dynamic business arena?
At human2b, we aim to redefine how businesses
approach marketing by placing human connections and
authentic experiences at the forefront. We're not just a
marketing advisory boutique; we're a catalyst for
meaningful change in the business world. Our vision is
to create a future where customer-centricity, ethical
22

Amira Aboushousha
Founder
Growth & Product
Innovation Lead
Human2B
“
Achieving excellence in
marketing demands
authenticity and a hunger
for learning, especially
during challenges.”
“
23

values and the power of genuine relationships guide
every business decision.
Our approach is centered around understanding
customer needs and emotions and creating strategies
that add value to their lives. We hold ourselves to the
highest standards of professionalism and ethical
conduct, being transparent in all our interactions. We
build partnerships with our clients, ensuring their
voices are heard.
Our company adapts to changes, leverages emerging
technologies and focuses on human connections to
redefine marketing. We prioritize transparency, trust-
building and social responsibility, aligning with the
values of conscious consumers. We empower our
clients with the knowledge and tools they need to
effectively understand and execute our strategies,
contributing to sustainable growth.
Enlighten us on how you have impacted the sector
through your expertise in the market.
I believe in purpose-driven marketing, where
businesses align their values with their marketing
efforts. By connecting brands to meaningful causes, I
enable businesses to contribute positively to society
while building brand equity. As a leader of leaders, I
build resilient teams that thrive in dynamic
environments by fostering a culture of collaboration,
continuous learning and adaptability.
My impact on the sector stems from a holistic approach
that embraces innovation, authenticity, ethics and
empowerment. I champion strategies that prioritize
people, purpose and progress, contributing to a
marketing landscape that's innovative, socially
responsible and driven by genuine connections.
Describe in detail the values and the work culture that
drives your organization.
At human2b, authenticity is paramount in client
interactions. Ethical prosperity drives our transparent,
integrity-driven approach. Pure dealings, based on
fairness and honesty, guide all transactions. Real value
exchange fosters mutually beneficial relationships,
emphasizing quality services. The clarity in exchange is
key, ensuring informed and contented parties. These
principles shape our commitment to transparent,
honest and mutually beneficial relationships with our
clients.
Our Core Values:
Ÿ Authenticity: We believe in authenticity as the
cornerstone. Our strategies prioritize genuine
interactions, fostering connections that go beyond
transactions.
Ÿ Innovation: Innovation drives us to push boundaries
and find creative solutions. We blend innovation
with tried-and-true principles to craft strategies
that resonate with modern audiences.
Ÿ Empathy: Understanding the needs and emotions of
customers is central to our approach. By
empathizing with their journeys, we create
strategies that add value to their lives.
Ÿ Integrity: Ethical conduct and integrity are non-
negotiable for us. We hold ourselves to the highest
standards of professionalism and transparency in all
our interactions.
Ÿ Collaboration: Collaboration is in our DNA. We
work closely with our clients, building partnerships
that ensure their voices are heard.
24

These principles drive our interactions, decisions and
work, fostering a thriving space built on relationships
and universal values.
Undeniably, technology is playing a significant role in
almost every sector. How are you leveraging
technological advancements to make your solutions
resourceful?
Here at human2b, we're keenly aware of the breakneck
pace at which technology is advancing. That's why we
stay up-to-date with the latest technological
developments and utilize them to craft cutting-edge
solutions that are tailored to meet the ever-evolving
demands of today's marketplace.
Our approach is highly strategic and data-driven,
allowing us to create customized experiences that
resonate with both our clients and their customers. By
leveraging sophisticated data analysis techniques,
we're able to develop targeted strategies that
effectively engage and inspire loyalty within specific
audiences. Adapting to dynamic business landscapes,
we drive innovation:
Ÿ Human-Centric Approach: We prioritize authentic
relationships and resonant experiences over mere
product pushing.
Ÿ Data-Informed Insights: Data shapes our intuitive,
trend-aligned strategies.
Ÿ Cutting-Edge Technology: AI, immersive tech - our
solutions match the digital era.
Ÿ Ethical Marketing: Trust, transparency and values
drive our strategies.
Ÿ Continuous Learning: Staying ahead via trend
tracking and adaptation.
Ÿ Empowerment: We educate clients on strategy
execution
Ÿ Positive Impact: Our value-centric connections
foster growth.
In a tech-transformed world, human2b's mission is
redefining marketing.
What, according to you, could be the next significant
change in the global marketing industry? How is your
company preparing to be a part of that change?
Anticipating a pivotal shift in global marketing,
human2b embraces authentic connections and
experiences. As tech advances, discerning, value-driven
consumers seek genuine, personalized interactions.
Positioned at the forefront, we champion this change.
Centered on human connections, our strategy nurtures
brand-customer relationships.
Data-driven personalization fosters understanding,
aided by AI without losing humanity. Pioneering
immersive content captivates via AR and virtual
experiences. Trust thrives through ethical transparency,
while security remains paramount. Agile in evolution,
we foster learning and storytelling, empowering lasting
brand-audience bonds in this transformative era.
What would be your advice to budding leaders who
aspire to venture into the marketing industry?
Achieving excellence in marketing demands
authenticity and a hunger for learning, especially during
challenges. Central to success is the personal
connection with your audience. Understand their needs
and tailor your brand's message for resonance.
By prioritizing your audience's desires, lasting impact
and success follow suit. Keep them central, never
straying from your goals. This ensures your marketing
strategy thrives and leaves a remarkable impact.
25

Carla Fonseca
Chief Marketing
Ofﬁcer
Bi4All
Leadership is
a continuous
journey of
growth and
development
that requires
self-reﬂection,
learning, and
practice.
26

I
n today's digital age, businesses are constantly
looking for new ways to innovate and grow. This is
where the CMO comes in. The CMO is responsible
for developing and executing marketing strategies that
will help the business reach its goals.
Carla Bastos da Fonseca, Chief Marketing Officer
(CMO) at BI4ALL stands out as a leader in this
landscape where innovation thrives and business
growth takes center stage. With over two decades of
invaluable experience in Management, Marketing, and
Strategy, Carla is a Senior Executive who redefines the
art of strategic thinking.
Throughout her illustrious career, Carla has been an
architect of high-impact marketing strategies that
carve pathways to success. She is renowned for her
commitment to driving business growth and amplifying
brand visibility. Carla's strategies are not just plans-
they are winning blueprints marked by exceptional
performance, efficiency and tangible results.
Let’s delve into Carla’s journey, a world that thrives on
innovation and differentiation!
Brief our audience about your journey as a Marketing
leader to your current position at Bi4All. What
challenges have you had to overcome to reach where
you are today?
From the early stages of my career, I’ve always been
passionate about the world of marketing, management
and communication and its dynamic nature. My journey
began with a strong foundation in marketing principles,
which I gained through formal education and hands-on
experiences in different businesses.
I started my journey by working in a small (but huge)
company, where I learned the importance of
responsibility, creativity, purpose, teamwork, and
adaptability. This experience taught me how to develop
marketing and communication campaigns from scratch
to achieve significant results.
I progressively climbed the ladder and transitioned into
larger companies, where I had the opportunity to work
on worldwide companies, create marketing
departments from scratch, develop business-oriented
strategies and deliver excellent results.
During my journey, I’ve embraced digital
transformation and its impact on marketing, and there
is enormous potential in the digital world if we combine
assertive strategies with data-based decision-making,
allowing leveraging strategies and ensuring maximum
ROI. This focus on analytics has allowed us to drive
successful campaigns and demonstrate the measurable
impact of marketing efforts to stakeholders.
I arrived at BI4ALL in 2016 as Marketing Director, and
today, I am part of the Board due to work recognition. I
cannot fail to mention that over the years, I’ve worked
with extraordinary people and amazing teams who
inspire me deeply!
Challenges during the journey?! Of course, I had and
still have. We all have! The difference is in how we face
these challenges and turn them into growth
opportunities.
Tell us something more about Bi4All and its mission
and vision; how does Bi4All thrive towards enabling
Focused on goals, value creation, innovation and
delivery, BI4ALL helps organizations to achieve better
results by optimizing their organizational structure and
control systems, allowing them to have solutions that
optimize decision-making.
To achieve high-performance results, we invest a lot in
our team. We have a team with extensive experience
and in-depth knowledge, certified and highly qualified
employees who comply with industry best practices.
We transform organizations of all dimensions into more
agile and vigorous organizations that anticipate the
unpredictable, adapt quickly to market changes and are
27

better prepared for the future. It is extremely
important that our clients are satisfied to work with us
and that we can always respond to their primary needs.
Our solutions can bring countless benefits, direct and
indirect, to organizations. Total control of information,
combined with analytical data management, provides
various variables that help you choose the best path for
a strategy. Knowing the organizations’ panorama from
different perspectives makes the error significantly
minimized.
Enlighten us on how you have been impacting the
sector through your expertise in the market.
Marketing is a dynamic, complex and challenging area
due to the diversity of projects we work on
simultaneously and the amount of “behind-the-scenes”
that are not visible. The secret? I am passionate about
Management, Marketing, Communication and
Innovation! I love developing strategies that contribute
to business growth and brand awareness. I am focused
on creating winning strategies and oriented towards
high performance, efficiency and results.
The difference between ordinary and extraordinary
work is often detailed, and I am passionate about
details. A good Marketing strategy can attract, inspire,
involve and be relevant to customers (and potential
customers) and, consequently, to business results. It is
the one that stays in the memory, enhances the brand’s
values and goes beyond the objectives.
But, in a world as fast-paced and demanding as the one
we live in, it is challenging to think of a winning formula
because what works today will not have the same
impact “tomorrow”, so it is crucial to be in constant
learning and have a fantastic team that works with the
same focus.
resourceful?
With the constant evolution of businesses and markets,
leveraging technological advancements is crucial in
making marketing strategies and solutions more
resourceful and practical.
The relevance of technology like Marketing
Automation platforms or Data Analytics & AI solutions
in Marketing is increasingly evident. The ability to make
informed decisions, personalize strategies, optimize
campaigns and understand the customer journey gives
companies substantial competitive advantages and
better positions them to achieve success and build
stronger, longer-lasting relationships with their
customers and prospects.
change in the global marketing industry?
Predicting the following significant change in the global
marketing industry can be challenging, but there are
several emerging trends and technologies that have the
potential to reshape the landscape:
Ÿ Metaverse and Virtual Experiences: Brands might
explore immersive virtual experiences, events and
even virtual stores within this digital space.
Ÿ Blurring the lines between online and offline
interactions; Augmented Reality Shopping-where
brands can reshape the e-commerce landscape by
allowing customers to virtually try on products
before purchasing, enhancing the online shopping
experience.
Ÿ Social media and influencer Marketing: according
to the target, all brands need to keep up to have a
presence and use the platforms effectively.
Ÿ Content Marketing plays a vital role in conveying
the brand's message, engaging the audience, and
driving desired actions if we add Artificial
Intelligence. It can be a powerful tool to enhance the
effectiveness of marketing strategies and provide
incredible opportunities to reach the target
audiences
Ÿ Marketing Automation: It streamlines and
enhances marketing efforts by allowing businesses
to deliver personalized and relevant content to their
target audience at the right time and through the
proper channels.
Where do you envision yourself to be in the long run,
and what are your future goals?
I am motivated by making a difference, knowledge,
creativity, innovation, and people. Motivation leads to
achieving dreams, overcoming challenges and
overcoming obstacles.
28

Looking ahead, my journey as a Marketing leader
continues to evolve and is fuelled by the desire to
remain at the forefront of innovation and create
impactful strategies. The rapid pace of technological
advancements and shifts in consumer behaviour only
excites me further, as I want to continue to drive
impactful and successful global marketing strategies.
I still think about the legacy I want to leave and the
impact I can have and give to the world around me. I
want to continue to grow as a person and professional,
make a difference, drive innovation, and contribute to
the success of my team and the organization.
Leadership is a continuous journey of growth and
development that requires self-reﬂection, learning, and
practice. In the world we live in today, where
complexity is increasing, organizations increasingly
need inspiring leaders who can guide them in the right
direction. Therefore, leaders must have robust
management and leadership skills to achieve and
deliver good results.
A leader must be available to listen, teach, learn and
inspire. I enjoy helping bring out the best in each team
member, making them discover and enhance their
talents. Being a leader also makes team members shine
by giving them opportunities to evolve. I can leave four
pieces of advice:
Ÿ Self-awareness is vital. Evaluating your strengths
and weaknesses helps you understand your
leadership style and the areas you must focus on.
Ÿ Continuous learning, never stop learning. Embrace
growth opportunities through formal education,
conferences, mentorship, or self-learning. Stay
curious and open-minded about new ideas and
perspectives.
Ÿ Developing practical communication skills,
including active listening and precise delivery, allows
you to connect with and inspire others.
Ÿ Leading by example, empowering others, and
raising a positive and inclusive work environment is
crucial for building trust and motivating your team.
29

Empowering Marketing's
Evolution: How Technology
Drives Industry Growth ?
n today's fast-moving digital world, the marketing
Ilandscape is undergoing an exciting makeover, all
thanks to rapid technological advancements. As a
Co-Founder at SpaceCowBoys, a vibrant marketing
agency leading the charge, I'm eager to explore how
these technological leaps are fueling the growth of the
marketing sector and changing the way we connect
with people.
Gone are the days when we relied solely on traditional
advertising methods. The rise of digital tools and
platforms has transformed how brands engage with
their desired audiences. Social Media platforms like
Facebook, Instagram, Twitter, and LinkedIn are direct
channels for businesses to have real-time
conversations with customers.
Data Analytics helps us analyze massive amounts of
info about consumers, which helps us spot patterns and
make smarter choices. AI goes the extra mile by
suggesting things that people might enjoy or having
conversations with them on websites. All of this jazz
enhances how customers experience things and creates
a more seamless process for companies.
Then there's something called Search Engine
Optimization (SEO), a pretty big deal in the digital
marketing world. Imagine searching for stuff online
using Google. A good SEO makes sure that company's
stuff shows up ﬁrst when people look for things.
Creating cool content like pictures and videos has also
changed a lot due to tech upgrades. Nowadays, visuals
- Wri en by Julie Reali
like images and videos grab attention big time. There
are tools anyone can use to make snazzy images and
videos, even if they're not pros. These visuals help tell
stories that make people really like the company and
what it stands for.
Technology has shaken up how campaigns are run too.
Computers now do things automatically, like sending
emails or posting stuff on social media. This frees up
time for marketers to think up better ideas and lets
companies send the right messages to the right people
at the right moments.
You might have seen famous folks on social media
endorsing products. That's inﬂuencer marketing, and
technology makes it work like magic. Companies can
use these tricks to show how their products would look
in your own world before you make any decision.
All this comes with more challenging path to crack. One
biggie is keeping people's private info safe. Companies
need to be really careful about how they use your info
and not share it without asking.
So, in a nutshell, technology is totally changing how
marketing works. From AI and data analytics to nifty
images and videos, it's making marketing cooler for
companies and for regular folks like you and me. Being
part of SpaceCowBoys, I'm proud to be riding this
changing wave. We're using these new ideas to create
ads and messages that you and others will really dig.
And as technology keeps growing, there'll be even more
fun and exciting ways to connect with you in the future.
30

CXO
31

K
KerryDawes
MarTech Director
Digitas UK
We only get better by
challenging, considering and
questioning the norm,
especially with the rate of
change and innovation we are
seeing in the world today.”
32

Kerry
Kerrywes
A Resourceful Leader Elevating
Brands in the Digital Landscape
arTech is the umbrella term for all the
Msoftware and tools that help marketers
achieve their goals. The MarTech landscape
has exploded in recent years, with the number of
MarTech solutions now exceeding 7,000. This growth is
being driven by the increasing complexity of marketing,
the rise of digital channels, and the need for marketers
to be able to measure the effectiveness of their
campaigns. As the MarTech landscape continues to
evolve, a group of visionary women are leading the
revolution, driving innovation and making a significant
impact. Kerry Dawes is among these influential leaders
positioned as the MarTech Director at Digitas UK.
Imagine a scenario where businesses are seeking to
leverage the power of connection to fuel their growth
and make a positive impact. In this scenario, Digitas UK
emerges as a dynamic force, harnessing the potential of
connections to transform the way clients' businesses
thrive. With a relentless focus on creating meaningful
connections, Digitas UK brings together diverse people,
ideas and expertise in innovative and exciting ways.
At the helm of Digitas UK’s MarTech division, Kerry
Dawes spearheads the charge toward driving these
impactful connections. With a wealth of experience and
a keen understanding of the MarTech landscape, Kerry
is a driving force behind Digitas UK’s success in helping
clients achieve their goals.
Kerry's leadership prowess lies in her ability to navigate
the complexities of the MarTech industry while
delivering tangible results for clients. Through her
strategic vision, she identifies opportunities for
leveraging technology to create transformative
marketing campaigns, optimize customer engagement
and maximize digital media impact. Her expertise
extends beyond theoretical concepts, as she brings
practical solutions to the table that have a direct and
measurable impact on the client’s bottom line.
Under Kerry's guidance, Digitas UK has earned
recognition as a leader in Gartner's Magic Quadrant for
Global Marketing Agencies. This accolade speaks
volumes about her ability to deliver innovative
solutions and generate meaningful results for clients.
Collaborating with some of the world's leading brands,
Kerry ensures that Digitas UK remains at the forefront
of MarTech advancements, continuously pushing the
boundaries and delivering cutting-edge strategies.
Beyond her professional achievements, Kerry
embodies the values of connection, collaboration and
positive impact. She fosters an environment where
ideas flourish, diversity is celebrated and teamwork is
nurtured. Her ability to connect with clients,
understand their unique needs and translate those
needs into actionable strategies sets her apart as a
trusted partner.
We uncovered strategic insights and discovered how
her expertise is helping businesses thrive in the
dynamic world of MarTech through an interview.
Let’s delve into the intercepts of the interview!
Brief our audience about your journey as a Marketing
leader to your current position at your company. What
challenges have you had to overcome to reach where
you are today?
My career has taken a less than the direct route; I’ve
worked with different organizations, from tech
providers and sales, through to client-side building and
growing teams. The one constant has been about
extracting value from data and applying it to marketing
activities.
33

Early on in my career, I worked in a business that
provided data and we were constantly asking ‘So what?’.
This built my curiosity to continuously question and
challenge data and strategies. This has meant I have
found myself looking at the bigger picture and the
future ambition, but remaining obsessively pragmatic
about the practical applications and ideas to bring value
and impact to marketing.
My work sits in the grey area between IT and marketing
which brings its own challenges. Questioning the status
quo also tends to rufﬂe feathers and then there is being
one of the few women in a male-dominated industry
and the challenges that come with that.
I am surrounded by a range of diverse thinkers at
Digitas UK. Creatives, strategists, media practitioners,
and much more. Through my work discussing
connected martech and orchestration of connected
journeys, I have helped bring the technology
conversation further upstream.
When strategies and designs are being created, I work
with these teams to ensure they are possible. I also help
our clients navigate the 11,000+ technologies to break
down what they need, in order to deliver against their
ambitions.
resourceful?
Whenever generating new ideas for clients, I work with
my colleagues to help uncover what’s possible.
Ÿ What does the client have in their toolkit that helps
them deliver their marketing strategies?
Ÿ What do they need to connect to enable them to
bring to life their ambitions?
Ÿ Are they set up to measure success against their
target audiences?
All of these questions help us identify what’s possible
and what isn’t. That way we are building impactful
recommendations.
Where do you envision yourself to be in the long run
and what are your future goals for your career?
I am passionate that we as an industry (MarTech) start
to face into the issues that we constantly talk about but
aren’t resolving. There are more technologies out there
than ever before, but businesses still struggle to deliver
connected experiences.
I want to champion the industry to look inwards and
recognize that it’s not just a technology problem but
one of connection. From data engineering, integrations
and connectors, business and team changes and
adoption through to changing how marketing and IT
work together.
If you’re asking yourself why in your head, be conﬁdent
enough to say it out loud. We only get better by
challenging, considering and questioning the norm,
especially with the rate of change and innovation we
are seeing in the world today.
34

n the ever-evolving landscape of advertising and
Imarketing, the era performs a pivotal function in
shaping the way corporations connect with their
target market. Marketing Technology, or MarTech,
encompasses quite a number of tools and structures
that enable entrepreneurs to streamline their efforts,
make statistics-pushed selections, and decorate client
stories.
As technology continues to strengthen, new
opportunities rise up for elevating MarTech to
extraordinary heights, offering marketers progressive
ways to interact, examine and optimize their
techniques.
Personalization through AI and Machine Learning
Artiﬁcial Intelligence (AI) and Machine Learning (ML)
are revolutionizing the MarTech industry by enabling
entrepreneurs to create pretty customized experiences
for clients. AI-driven algorithms examine good-sized
quantities of information to apprehend customer
behavior, choices and tendencies, thereby permitting
entrepreneurs to tailor their campaigns and content
material accordingly. This level of personalization
enhances customer engagement and fosters brand
loyalty.
Predictive Analytics for Informed Decision-Making
Predictive analytics utilize historical data to make
informed predictions about future trends and
outcomes. In MarTech, this technology aids marketers
in anticipating customer needs and behavior, enabling
them to reﬁne their strategies and allocate resources
more effectively. By harnessing predictive analytics,
marketers can make proactive decisions that align with
their audience's preferences and expectations.
36

Enhanced Customer Journey Mapping
Customer journey mapping is a crucial aspect of
effective marketing strategies. With advancements in
MarTech, marketers can now delve deeper into
understanding the customer journey, identifying pain
points and optimizing touchpoints.
Interactive visualization tools enable marketers to
create comprehensive maps that illustrate each step of
the customer's interaction with the brand, facilitating
more targeted and impactful interventions.
Immersive Experiences through Augmented Reality
(AR) and Virtual Reality (VR)
AR and VR technologies are reshaping how consumers
engage with brands. Marketers can use AR and VR to
create immersive experiences that allow customers to
interact with products and services in virtual
environments. This technology not only boosts
engagement but also enables customers to make more
informed purchasing decisions by virtually experiencing
products before buying.
Voice Search Optimization
Voice search is rapidly gaining traction, thanks to the
proliferation of voice-activated devices and digital
assistants. Marketers need to optimize their content
for voice search to ensure their brand remains visible in
this emerging channel. By integrating voice search
optimization strategies, MarTech can help businesses
adapt to changing consumer search behaviors and
preferences.
Blockchain for Transparent Marketing Campaigns
Blockchain technology introduces transparency and
security to marketing campaigns. It enables marketers
to track the origin and journey of digital assets,
ensuring that content is authentic and unaltered.
Blockchain's decentralized nature enhances trust
between brands and consumers, which is especially
vital in inﬂuencer marketing and the distribution of
digital assets.
Automated Social Media Management
The dynamic nature of social media requires constant
monitoring and engagement. Automated social media
management tools powered by MarTech simplify this
process by scheduling posts, responding to inquiries,
and analyzing performance metrics. This automation
frees up marketers' time and ensures consistent online
presence.
Data Privacy and Compliance Solutions
As data privacy regulations become more stringent,
MarTech is evolving to address these concerns.
Enhanced technologies now offer robust solutions for
managing customer data securely and ensuring
compliance with regulations such as GDPR and CCPA.
These advancements empower marketers to build trust
with their audience while adhering to legal
requirements.
Conclusion
The MarTech landscape is witnessing an
unprecedented wave of innovation, ushering in a new
era of possibilities for marketers. From AI-driven
personalization and predictive analytics to immersive
AR and VR experiences, the realm of marketing
technology is expanding and enhancing at a rapid pace.
As marketers embrace these technologies, they gain
the tools to forge deeper connections with consumers,
make more informed decisions, and deliver memorable
brand experiences.
However, with these opportunities come
responsibilities. Marketers must approach the
integration of these technologies with careful
consideration of data privacy, ethical implications, and
the potential for unintended consequences. Striking a
balance between innovation and responsibility will be
crucial as MarTech continues to evolve.
In conclusion, the journey of MarTech enhancement is
one of continuous exploration and adaptation. As we
navigate this landscape, the synergy between human
creativity and technological advancement will be the
driving force behind unlocking the true potential of
MarTech in reshaping the marketing industry.
37

HowTechnologyis
DigitalMarketing?
Enhancing the
Integration of
n the fast-paced digital landscape of today, technology
Iplays a pivotal role in shaping and enhancing various
aspects of our lives. One area where its impact is
particularly profound is digital marketing. The integration
of technology and digital marketing has given rise to a
transformative synergy, revolutionizing the way businesses
connect with their target audiences. In this article, we will
explore how technology is driving the integration of digital
marketing and reshaping the strategies that businesses
employ.
Data-Driven Decision Making
Technology has ushered in an era of data abundance. The
integration of advanced analytics tools allows marketers to
collect, analyze, and interpret massive amounts of data
about consumer behavior, preferences, and interactions.
This data-driven approach empowers businesses to make
informed decisions, refine their strategies, and personalize
their marketing efforts to a granular level.
Marketing Automation
Automation technology has significantly streamlined digital
marketing processes. Marketing automation platforms
enable businesses to automate repetitive tasks such as email
marketing, social media posting, and lead nurturing. By
automating these tasks, marketers can allocate more time to
strategic thinking, content creation, and engaging with
customers.
Personalization at Scale
Technology has made personalization a scalable reality.
Advanced algorithms and machine learning enable
marketers to create highly personalized experiences for
individual consumers. Personalization ranges from tailored
email content and product recommendations to dynamically
adapting website content based on user behavior.
Cross-Channel Consistency
Integrated technology solutions facilitate cross-channel
marketing consistency. Whether a customer engages
through a social media post, an email, or a website visit, the
messaging remains coherent and aligned. Marketing
automation platforms and Customer Relationship
Management (CRM) systems contribute to this seamless
cross-channel integration.
Real-Time Engagement
Technology enables real-time engagement with customers.
Social media monitoring tools, chatbots, and instant
messaging platforms allow businesses to respond promptly
to customer inquiries and feedback. This immediate
interaction enhances customer satisfaction and builds brand
loyalty.
Search Engine Optimization (SEO)
Technology-driven tools provide insights into search engine
algorithms and keyword trends, allowing businesses to
optimize their content for better visibility on search
engines. SEO technology helps drive organic traffic and
ensures that businesses stay relevant in the digital
landscape.
38

Growth Assured
39

Influencer Marketing and Social Listening
Technology aids in identifying influential figures within
specific niches and tracking their impact. Social listening
tools analyze conversations across social media platforms,
enabling businesses to gauge sentiment, identify trends, and
adapt their marketing strategies accordingly.
Video Marketing and Virtual Reality (VR)
Technological advancements in video production and
distribution have led to the rise of video marketing.
Additionally, Virtual Reality (VR) technology is enhancing
immersive experiences, enabling businesses to engage
customers in new and exciting ways.
Predictive Analytics
Predictive analytics leverage historical data and machine
learning to forecast future trends and behaviors. This
technology helps marketers anticipate customer needs,
tailor campaigns, and allocate resources effectively.
Agile Campaign Management
Technology supports agile marketing methodologies,
allowing businesses to quickly adapt to changing trends and
consumer behaviors. Digital marketing teams can analyze
real-time data and adjust campaigns on the fly to achieve
optimal results.
Enhanced User Experience (UX)
Technology enables businesses to create websites and
applications with enhanced user experiences. Fast-loading
pages, intuitive navigation, and mobile responsiveness
contribute to better engagement and conversions.
Performance Tracking and Reporting
Advanced analytics technology provides in-depth insights
into campaign performance. Marketers can track key
performance indicators (KPIs) and generate detailed reports
to evaluate the effectiveness of their digital marketing
efforts.
Voice Search Optimization
The proliferation of voice-activated devices like smart
speakers has given rise to voice search optimization.
Marketers are adapting their digital strategies to
accommodate voice search queries, which often differ from
text-based searches.
Artificial Intelligence (AI) and Chatbots
AI-powered chatbots are transforming customer service and
engagement. They provide instant responses to queries,
assist with purchasing decisions, and enhance user
experiences on websites and social media platforms.
Social Media Advertising and Targeting
Social media platforms offer advanced targeting options
enabled by technology. Marketers can reach specific
demographics, interests, and behaviors, ensuring that their
advertisements are displayed to the most relevant
audiences.
Programmatic Advertising
Programmatic advertising leverages automated systems and
algorithms to buy and place digital ads in real time. This
technology optimizes ad placements and ensures efficient
use of advertising budgets.
Content Creation and Curation
Technology aids in content creation, from graphic design
tools to video editing software. AI-powered content
generators assist in creating articles, blog posts, and social
media updates, saving time and effort for marketers.
In conclusion, the integration of technology and digital
marketing has ushered in a new era of possibilities.
Businesses that embrace these technological advancements
can create more targeted, personalized, and efficient
marketing strategies. As technology continues to evolve, the
integration of digital marketing will remain a dynamic and
ever-changing landscape, presenting both challenges and
opportunities for businesses aiming to stay competitive in
the digital realm.
40

Yuanita
Christanti
Plethora of Extraordinary Attributes
ommencing the professional journey at UMC as
Ca Personal Assistant to the President Director,
Yuanita Christanti had the privilege of learning
directly from the supreme leader of the company. This
experience greatly enhanced her ability to assess and
understand various issues from a broader perspective.
In this position, she developed a “helicopter view” when
encountering challenges, enabling her to comprehend
the larger context and make informed decisions for
success.
In parallel with the very first launch of the Suzuki Ertiga
in 2012, she was promoted to the position of
Marketing Manager of UMC Suzuki with the
responsibility of leading the introduction of Suzuki
Ertiga. During that period, the company made
significant organization adjustments, as it was
anticipated that Suzuki Ertiga would increase the sales
figures.
The automotive industry is highly dynamic and male-
dominated; the challenges she faces are limitless as she
seeks to constantly adapt, learn, unlearn, maneuver
rapidly, and provide innovative and enjoyable
experiences to customers.
CIOLook had the opportunity to interact with Yuanita
for an exclusive interview. She highlighted her
professional tenure while spotlighting the exceptional
traits that we believe enable new transformation in the
automotive industry.
Let’s delve into the interview excerpts!
Yuanita, tell us about UMC and its mission and vision;
how does UMC thrive towards enabling
United Motors Centre is a group of automotive brands
based in East Java, Indonesia. UMC, which was initially
formed from the product agents of General Motors,
was established in 1952. Since 1981, UMC has been the
main dealer for Suzuki in East Java. Over time, UMC
has expanded and now operates as an automotive
group that represents seven different brands: Suzuki,
Hyundai, Wuling, Volkswagen, Audi, Nissan, and
Kawasaki.
UMC's vision is to become the premier automotive
dealership network in Indonesia, being the top choice
for customers and business partners. As a company
striving to have the best automotive dealership
network, we are committed to satisfying all
stakeholders through:
Ÿ High-standard sales and aftersales services
Ÿ Continuous employee competency development
Ÿ Productive and efficient corporate governance
Moreover, thanks to UMC's diverse range of
automotive brands, we can foster a collaborative
mindset and engage in platform sharing. The capability
enables us to efficiently apply policies across multiple
brands at the same time.
Innovate and Educate as a package is a necessary
element in my campaign or marketing activity to
differentiate UMC from its peers, with calculated risk
while maintaining the customer’s comfort level.
42

“My future goal for UMC
is for the company to serve
as an inspiration to similar
industries through its
innovative use of
marketing
technology.”
Yuanita Christanti,
Marketing Manager
UMC Suzuki
43

Before the COVID-19 pandemic, we successfully
enhanced the brand awareness of UMC Suzuki through
various activities that targeted a large audience,
particularly in Surabaya and East Java. After the
outbreak of the pandemic, we became the first dealer in
East Java to regularly organize online Showroom
Events in order to boost sales. Additionally, we had the
chance to introduce our Digital Showroom as a
replacement for our offline showrooms, which we
decided to close down in order to reduce operational
expenses.
After the COVID-19 pandemic, our primary focus
shifted towards transitioning our marketing strategy
from multichannel to omnichannel. This change aimed
to offer customers a comprehensive and seamless
experience by integrating UMC's diverse marketing
channels, both online and offline.
UMC has frequently been a pilot project for Suzuki
dealer all over Indonesia in the way UMC handle their
marketing campaign. UMC also frequently win the most
prestigious award in GIIAS (Gaikindo Indonesia
International Auto Show) or IIMS (Indonesia
International Motor Show) as the two biggest
automotive exhibitions in Indonesia.
Describe in detail the values and the work culture that
drives your organization.
Effort, Quality, and Image.
We consistently strive to maintain UMC's effort,
quality, and image in Indonesia, particularly in East
Java. Our goal is to ensure that our customers
experience maximum comfort and satisfaction.
Consistency is maintained by continuously adapting to
a dynamic environment, ensuring that the market can
clearly understand the message that UMC wants to
convey.
resourceful?
We began by implementing a multichannel marketing
strategy, where UMC aims to be present on as many
channels as possible in order to adapt to our customers'
needs. Following the COVID-19 pandemic, there was a
major increase in digital competition. As a result, our
attention shifted towards omnichannel marketing. This
approach involved not only utilizing multiple channels
but also prioritizing the creation of a seamless
experience for our customers through effective
integration between these channels.
change in the global marketing industry? How is UMC
preparing to be a part of that change?
Shifting in our customers’ journey. UMC should
prioritize staying relevant to its target market by
understanding the customers' buying journey and
effectively utilizing various resources to enhance and
optimize the customer experience.
UMC is now running a Digital Showroom that
specializes in identifying and managing digital leads, as
well as implementing omnichannel marketing
strategies. Our Digital Showroom serves as a
"laboratory" where we combine various marketing
strategies from both offline and online channels to
achieve the most effective results.
Where do you envision yourself to be in the long run,
and what are your future goals for UMC?
Based on my experience, I consider myself a marketing
technology expert specializing in the automotive
industry. My expertise lies in developing customized
marketing strategies for various automotive brands,
with a particular focus on those within the UMC. I see
myself as a skilled communicator who works closely
with CEOs and directors to effectively present the
progress and advancements in digital marketing so that
the business can invest in an optimal budget and
accommodate the development of marketing
technology.
My future goal for UMC is for the company to serve as
an inspiration to similar industries through its
innovative use of marketing technology.
Developing a helicopter mindset is essential for leaders.
As the boundaries between divisions and between
knowledge have become more seamless, it is crucial to
seek fresh perspectives from various viewpoints to
achieve the best results.
44

Top 10 Women Leading the MarTech Revolution in 2023

Top 10 Women Leading the MarTech Revolution in 2023

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