This edition features a handful of The 10 Most Influential Women In Marketing leaders across several sectors that are at the forefront of leading us into a digital future

1. Online Presence
Branding in the
Digital Age
VOL-06 |
ISSUE-05 |
2023
Shaping the Future of Marke ng
with Technology and Humanity
Cheryl Guerin
Executive Vice President
Mastercard
Cheryl
The
Influential
in Marketing
1
Women
Women
Most
Most
Personalization
in Marketing
Creating Tailored
Experiences for
Customers
www.insightssuccess.com

3. Ambition
is the spark that
Ignites the
firewithin
ambitious
Women

4. Define Innovion
Define Innovion
Exploring the
Exploring the
Aspects th
Aspects th

5. Trainskill.
Abhishek Joshi
Abhishek Joshi
Digital transformation has unravelled some of the
unique, modern, simplified and yet well-organized
ways in every business sector. Communication has
become more specific, targeted, fast, widespread, far-
reaching, and effective with the crucial role of technological
applications. For instance, if we take a look at marketing
and advertising these days. Its all-digital. Modern
entrepreneurs have shifted them from traditional mass-
centric generic advertising mediums to smart and effective
digital marketing.
Dynamic and responsive e-commerce websites that are the
new business address offer a unique window of seamless,
safe and sleek methods of transacting. The typical visiting
cards have been replaced with digital cards equipped with
smart QR code that opens a complete digital avenue for the
prospects. E-mails are the core basic threads of
communication that are enabled to transfer higher volumes
of data instantly. On the brighter side, online advertising
and promotions have been offering massive reach, control,
feasibility and flexibility in communication.
In the dynamic world of marketing, there are individuals
who stand out for their exceptional leadership, innovative
strategies, and profound impact on the industry. As we
delve into Q3 of the year 2023, we witness the rise of
numerous influential women who have redefined the field
and left an indelible mark on the marketing landscape.
Insights Success celebrates the achievements of the 10
exceptional women who have become trailblazers, thought
leaders, and change agents in the realm of marketing. They
have shattered glass ceilings, transformed brands, and
inspired countless professionals around the globe. From
pioneering digital strategies to championing diversity and
sustainability, these women are reshaping the way
businesses connect with their audiences.
The 10 Most Influential Women In Marketing, 2023,
features innovative leaders who possess a unique set of
skills, experiences, and accomplishments that have
contributed to their recognition as some of the most
influential figures in marketing. Their vision, creativity, and
unwavering dedication have propelled them to the forefront
of the industry and have enabled them to make a lasting
impact on the way we perceive and engage with brands.
As we explore the profiles of these remarkable women, we
will witness their remarkable journeys, highlighting their
notable achievements, successful campaigns, and the
initiatives they have championed. Through their efforts,
they have not only achieved remarkable personal success
but have also paved the way for future generations of
women in marketing.
Let’s delve into the stories of these ten influential women
who have left an indelible imprint on the marketing world
in 2023. Through their exceptional contributions, they have
become beacons of inspiration, pushing the boundaries of
marketing and shaping the future of the industry.
Flip through the Pages and have a Delightful Read!
D

6. C
o
n
t
e
n
t
s
Andrea Sengara
Reaching consumer's hearts, minds and 'spirits' 14
A r t i c l e s
Personalization in Marketing
Creating Tailored Experiences for Customers 24
Online Presence
Branding in the Digital Age 18
14
Roshni Wijayasinha
A Visionary Breaking Barriers and Building Empires 28
Elaine Mulan 22
28 22
C X O
C X O

7. Cov
Story
08
Cheryl
Cheryl
Guin
Guin
Shaping the Future of
Marketing with
Technology and
Humanity

8. sales@insightssuccess.com
March, 2023
Editor-in-Chief
Senior Sales Managers Business Development Manager
Marketing Manager
Technical Head
Technical Specialist Digital Marketing Manager
Research Analyst
Database Management Technology Consultant
Merry D'Souza
Deputy Editor Executive Editor Assistant Editor
Visualizer
David King
Art & Design Director Associate Designer
Sihanee M., Rouniyar A. Tim, Saurabh Mane
James M.
Sales Executives
Joe, Gaurav Gurav
Business Development Executives
Steve, Joe
Jacob Smile
Prachi Mokashi Dominique T.
SME-SMO Executive
Sagar Lahigade Frank Adams
Circulation Manager
Robert Brown Stella Andrew David Stokes
Revati Badkas
Copyright © 2023 Insights Success, All rights reserved. The content and images used in this magazine should not be reproduced or transmitted in any
form or by any means, electronic, mechanical, photocopying, recording or otherwise, without prior permission from Insights Success.
Reprint rights remain solely with Insights Success.
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Abhishek Joshi
Ankita Pandharpure
Jenny Fernandes Anish Miller
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9. Brief
Company Name
Andrea serves as an active industry volunteer to share and learn
best practices & emerging trends because of her passion for
marketing, innovation, people development & digital
transformation.
Featured Person
Campari Group
camparigroup.com
Andrea Sengara
Head of
Marketing - U.S.
Carmen offers Digital Operations and MarTech system
delivery, ensuring a unified customer experience across
qualcomm.com and Qualcomm's ecosystem of digital
touchpoints.
Qualcomm
qualcomm.com
Carmen True
Vice President
Marketing
Cheryl Guerin is responsible for the overall stewardship,
innovation and activation of the global Mastercard brand as an
Executive Vice President of Brand, Advertising, Media, Digital
Marketing and Research.
Mastercard
mastercard.com
Cheryl Guerin
Executive
Vice President
Elaine is a B2B marketing leader, with 20+ years track record
in financial software technology (FinTech) marketing,
designing and delivering results orientated marketing
programmes, built on identified marketing strategies.
Corlytics
corlytics.com
Elaine Mulan
Head of Marketing
& Business
Development
Jamie is a seasoned marketing and communications
professional with invaluable expertise, which she has gained
over 30 years across a range of industries.
Nielsen
nielsen.com
Jamie Moldafsky
Chief Marketing
and Communications
Officer
Jennifer has extensive global industry experience and a proven
track record of driving growth through marketing, analytics,
and product innovation, all grounded in a deep understanding
of the consumer.
Albertsons Companies
albertsonscompanies.com
Jennifer Saenz
EVP, Chief
Merchandising Officer
Laura is a marketing and leadership consultant with global
experience across consumer packaged goods, luxury fashion
and cosmetics brands.
Advent International
adventinternational.com
Laura Elkins
Operations Advisor
of Marketing
Pam is a CMO and CEO and a self-admitted geek in love with
the art, science and organic intersection of humans and
technology.
Marketing Nutz
pammarketingnut.com
Pam Moore
CEO and Founder
Roshni is a trusted marketing leader with over 17 yrs of
progressive experience helping companies bring brands and
products to market.
Prosh Marketing
proshmarketing.com
Roshni Wijayasinha
CEO
Stacy has a strong talent for building brand awareness and
adept at penetrating mixed markets across diverse media
channels.
Adare Pharma Solutions
adareps.com
Stacy
Mcdonald-Mickey
Head Of Global
Marketing

10. Cov
Story
Cheryl Guerin
Executive Vice President
Mastercard

11. Cheryl
Cheryl
Guin
Guin
Shaping the Future of Marketing with
Technology and Humanity
Cheryl's passion for learning
and skill collecting is evident
as she expresses how critical
it is to drive success for the
brands they work for and
lead their teams.

12. With over two decades of experience in the
marketing industry, Cheryl Guerin has
established herself as a leader committed to
inspiring business decisions, new offerings, and
communications across the company. As an Executive Vice
President at Mastercard, Cheryl drives the company's
global marketing efforts and brand strategy. Her expertise
and leadership have helped Mastercard establish itself as a
purpose-driven brand committed to creating a more
inclusive and sustainable world.
With a deep understanding of the power of human
connection and the importance of authenticity in marketing,
Cheryl has been instrumental in shaping the company's
approach in Human-to-Human marketing. Her contributions
to the industry have been recognized with numerous awards
and accolades, cementing her reputation as a visionary
leader and a trailblazer in marketing.
Let us understand her exciting journey in-depth.
A Remarkable Journey
Cheryl has had a fantastic journey in her career! Her
passion for marketing and advertising began in college
when she participated in the American Advertising
Federation student competition. After college, Cheryl joined
the ad agency side of the business, gaining experience
working with many companies. Soon after having her first
child, she made a significant move to the brand side of the
business, joining Mastercard. It was there that Cheryl began
to make her mark. Her experience managing partner
marketing opportunities and integrated promotions
programs with their sponsorship properties was invaluable.
But the turning point in her career came when her boss
pushed her out of her comfort zone and into the digital
marketing world.
Cheryl is a key member of the Mastercard team that’s
helping shape the future of marketing. She went on to lead
US Marketing, pivoted to Product and Services for North
America, and then became Credit Product lead globally.
Returning to North America, Cheryl managed Marketing &
Communications. She launched an offering that she is
incredibly proud of, True Name. Cheryl now leads the
Global Brand Strategy, Digital Marketing, Advertising,
Media & Insights functions. Her journey has been full of
new opportunities and skills to add to her already
impressive repertoire. Cheryl is excited about what the
future holds!
The Shifted Times
Cheryl was ecstatic to reflect on her journey and how far
she had come in her career. She remembered how things
were different when she started working at an ad agency.
Men were automatically given roles with clients or in new
business development. At the same time, women with the
same qualifications were assigned administrative positions.
Despite encountering blatant gender bias, Cheryl refused to
let it deter her and worked hard to prove her worth. Her
efforts paid off, and she was promoted within a year—this
valuable lesson of constantly pushing to do more stuck with
her throughout her career. At Mastercard, Cheryl found a
culture aligned with her inclusion and equal opportunity
values. She is thrilled to say that women at Mastercard earn
the same as men and is proud of the programs they created
such as Girls4Tech and the Strivers Initiative. Cheryl
spearheaded the Stivers Initiative, which aims to provide
support to women-owned small businesses in the U.S., with
a focus on underserves businesses owners.
The Significant Impact
Cheryl's passion for marketing has provided her with not
only a successful career but also a way to make a positive
impact on society. Throughout her career, she has launched
programs that have changed lives and made a significant
difference in the world. One of her most notable
achievements was establishing a partnership and cause
Cheryl's passion for
marketing has provided her
with not only a successful
career but also a way to
make a positive impact
on society.

13. marketing program with Stand Up To Cancer over a decade
ago, which has generated over $65MM in donations to
support cancer research and led to several FDA-approved
drugs.
But Cheryl's desire to do good doesn't stop there. She
recognized a pain point for transgender and non-binary
individuals with legal names displayed on their payment
cards that didn't align with their identity. To address this
issue, Cheryl's team introduced the True Name feature,
enabling individuals to have their chosen name printed on
the card, providing a sense of pride and ownership while
ensuring their safety and privacy. This innovation has
proven successful, with True Name now available in over
40 countries.
Cheryl's passion for making a positive impact has benefited
society and her company's brand and business growth. Her
employees are proud of the work they do and the impact
they are making on the world. Cheryl's commitment to
using her marketing skills as a superpower to do good is
priceless and inspiring to many.
The Core Values
Mastercard prides itself on having a culture centered around
decency. While many are familiar with the impact of
intelligence quotient (IQ) and emotional quotient (EQ) in
the workplace, the company places equal importance on
what they call the "decency quotient" (DQ). This focus on
DQ creates a safe and respectful work environment where
employees can do their best work. Mastercard believes
everyone should be treated with the same respect and
consideration they would like to receive. This approach is a
core value of the company and a unique selling point that
sets them apart from its competitors. Overall, they take
great pride in the company's commitment to decency.
Sailing with Technology
The impact of technology on the marketing function at
Mastercard has been immense, according to insiders. The
company has embraced innovation and has been able to
make a positive difference in the lives of consumers and
businesses worldwide. As technology continues to shape the
future, the company is focused on building authentic
connections with the communities they serve, emphasizing
the human approach. The recently launched Mastercard
Artist Accelerator is a prime example of the company's
dedication to combining technology with a people-centric
The 10 Most Influen al Women in Marke ng 2023

14. approach. The program teaches musicians how to create,
collaborate and monetize their work in the digital age, using
cutting-edge tools like NFTs, Blockchain, and an AI-
generated music studio. By using technology to connect
people with their passions and purpose, Mastercard is
setting a new standard for the marketing industry.
The marketing industry has experienced significant changes
recently, and Cheryl has been excited to be part of this
transformation. The shift towards digital marketing and the
demand for experiential marketing has revolutionized the
industry. However, the most thrilling aspect for Cheryl is
the importance of purpose-driven marketing. Consumers
are still looking for more than just buying products; they
want to support brands that align with their values. As a
result, marketers have a crucial role in authentically
conveying the company's socially reasonable efforts to their
customers. Cheryl recognizes that marketing is a vital
component of a company's success, as it helps build trust
with customers and drives revenue. Heading into the Future
Cheryl's passion for learning and skill collecting is evident
as she expresses how critical it is to drive success for the
brand one works for and use it as an example to lead ones
team. Cheryl's desire to pay it forward by mentoring and
supporting others in their careers is also important to her.
She draws inspiration from her mother, a math teacher who
ran a "College Now" program in the South Bronx, inspiring
many to continue their education. Cheryl aims to follow in
her mother's footsteps by doing good with purpose-driven
innovations and participating in nonprofit boards that
support the marketing industry and charitable organizations.
Her ultimate goal is to spend more time with her husband,
two sons, and friends, which she says is priceless to her.
Cheryl is a firm believer in the power of Human-to-Human
marketing. As a marketer, she knows that connecting with
people personally is the key to success, regardless of
whether it's B2B or B2C. For Cheryl, being authentic and
bringing a human touch to everything she does is good for
business and creates a positive working environment. Her
guiding principle is simple: we are all human, and by
recognizing this, we can build stronger connections with
each other, drive innovation, and achieve better outcomes.
Cheryl leads by example, bringing her true self to work
daily and inspiring her colleagues to do the same.
Cheryl plays a vital
role in shaping
Mastercard’s marketing
future.

15. Global
Subscription
Global
Global
Choose
Excellent
Choose
Insights.

16. Andrea
Sengara
Reaching consumer's
hearts, minds and 'spirits'
Embedding our brands into the
cultural zeitgeist in an authentic
and relevant way is a big part of the
work our Marketing team does.
“
“
The 10 Most Influen al Women in Marke ng 2023
s a seasoned global marketing leader, Andrea
ASengara is passionate about the opportunity to
unleash the potential of brands and people – and is
fortunate to be able to do that every day with the great
people at Campari Group.
She joined Campari America in 2020 with more than two
decades of experience within the beverage alcohol industry
in senior leadership roles across Diageo, Combs
Enterprises, and Moët Hennessy LVMH.
She enjoys connecting her brands with culture in powerful
new ways, pushing boundaries, uncovering and leveraging
insights, and launching innovative strategies that ignite
transformational growth.
Currently, she oversees all facets of marketing for Campari
Group’s premium portfolio of 30+ brands in the US, such as
Aperol®, Campari®, Espolòn Tequila®, Grand Marnier®,
SKYY Vodka® and Wild Turkey® – from data & insights
to experiences, communications, innovation & digital
transformation.
Her recipe for success is simple: Build trust with colleagues
& stakeholders, be curious about all parts of the business to
build holistic management acumen, search out diverse
perspectives to inform your decision-making, and actively
pursue new ways to engage with consumers and customers
to surprise and delight them.
She is a big believer in bringing diverse perspectives into
industry leadership circles, putting inclusivity at the heart of
all that she does. This is the cornerstone of how she
approaches brand building to deliver transformational
results in the marketplace.
In an interview with Insights Success, Andrea shares
valuable facts highlighting her professional tenure and the
journey so far in the modern business arena.
Below are the excerpts from the interview:
Tell us something more about Campari Group and its
mission and vision; how does your company thrive
towards enabling advancements in the dynamic business
arena?
We are a humble and hungry organization filled with
passionate brand builders who work hard to ensure our
globally iconic brands are at the heart of consumer
celebrations worldwide. We value creative thinking, open-
mindedness, curiosity, and commitment, strong learning
agendas and a test-and-learn environment.
We share knowledge and best practices across the
organization, inspiring each other to challenge the status
quo in pursuit of excellence, all with the spirit of
collaboration.
Enlighten us on how you have been impacting the F&B
sector through your expertise in the market.
Impact used to be about channel disruption, but now the
focus is integrating organically into the stream of culture. In
addition to Campari having two of the top 10 cocktails in
the world (Negroni and Aperol Spritz), the Negroni
Sbagliato was the top trending cocktail in Google searches
June 2023 | 14 | www.insightssuccess.com

17. Andrea Sengara
Head of Marketing U.S.,
Campari Group
June 2023 | 15 | www.insightssuccess.com

18. in the U.S. last year, fuelled by the viral TikTok video
featuring House of Dragons stars Emma D’Arcy and Oliva
Cooke. If you’ve watched season two of HBO’s White
Lotus, no doubt you noticed how frequently – yet naturally
– Aperol Spritzes were integrated into the majority of
episodes. Embedding our brands into the cultural zeitgeist
in an authentic and relevant way is a big part of the work
our Marketing team does – from partnerships with the
Screen Actors Guild Awards with Campari, Coachella with
Aperol, the Ocean Foundation with SKYY Vodka and
NASCAR on Cabo Wabo Tequila to The Longbranch
Ranch in Texas, we bring our brands to audiences in
distinctive ways that add value to their experiences. I am
also a big champion of digital acceleration and integration
across our business – working across Sales, Trade
Marketing and Brands to make it as easy as possible for
consumers to discover, experience, enjoy and purchase us,
both on and offline.
Describe in detail the values and the work culture that
drives your organization.
We’ve always referred to ourselves as “the smallest big
company in the spirits industry, building iconic brands and
superior financial returns, together with inspired and
passionate Camparistas.”
We bring that philosophy to all that we do as an
organization. We value developing and rewarding
employees that work with the utmost respect and
transparency by ensuring that fairness, honesty, and
consistency are guiding lights for our employees’
professional careers.
As a company, we’re passionate about our brands and go
the extra mile to create a positive experience for our
consumers, customers and partners every day.
June 2023 | 16 | www.insightssuccess.com

19. Lastly, we believe that pragmatism and working together to
bring unique perspectives to every table (across
departments, regions, and countries) allows us to avoid silos
as we move together in the same direction to achieve our
shared goals.
Undeniably, technology is playing a significant role in
almost every sector. How are you leveraging
technological advancements to make your solutions
resourceful?
Technology plays a significant role in the lives of our
consumers, customers, and employees. In the B2B space,
we work closely with our distributor partners in support of
digital ordering solutions for retailers, providing operators
with more flexibility.
Through multiple digital channels, we now have a better
view of the industry landscape, more often enabling faster,
more informed decision-making. In the B2C space, we are
actively working with numerous tech partners who help us
reach out to consumers more efficiently and effectively.
Overall, the role of digital interactions, including social
media, owned content and e-commerce, has exploded in the
last few years - we are active across all these channels in an
effort to seamlessly curate exceptional experiences for our
consumers across all of our brands.
What, according to you, could be the next significant
change in the global F&B sector? How is your company
preparing to be a part of that change?
I see two primary things driving change in the global
beverage alcohol industry: consumer preferences and
technology. We anticipate consumer tastes will continue to
drive more flavor innovation, everything from the growth of
flavor-complex spirits like tequila, mezcal and premium
whiskies to the introduction and growth of new formats and
categories altogether.
Technology and an evolving media landscape will continue
to push boundaries on how brands reach and engage with
consumers. Digital marketplaces with more robust data
will unlock new connection points for our brands and help
us reach more of our target audiences.
Campari Group has several specialists across the globe,
enabling our digital acceleration agenda to result in added
growth opportunities for our brands.
Where do you envision yourself to be in the long run,
and what are your future goals for Campari Group?
My focus is continuing to build our brands in culture and
creating meaningful, long-lasting connections with
consumers. Campari Group has several globally iconic
brands with Aperol®, Campari®, Grand Marnier®,
Espolón® Tequila to name a few; where we are just
beginning to scratch the surface with fandom in the U.S.
What would be your advice to budding entrepreneurs
who aspire to venture into the F&B sector?
Don’t be afraid to lead. It can be easier to follow someone
else’s path of what appears to be right, but it can be more
rewarding to blaze your own path forward.
June 2023 | 17 | www.insightssuccess.com

20. June 2023 | 18 | www.insightssuccess.com

21. Branding in the
Digal Age
In today's fast-paced and interconnected world, the digital age has
revolutionized the way businesses operate and interact with their customers.
One aspect that has undergone significant transformation is branding. In this
article, we will explore the key elements of branding in the digital age and discuss
strategies that businesses can employ to create a strong and effective brand
presence in the digital landscape.
Understanding the Digital Landscape:
The digital age has brought about a multitude of platforms and channels through
which businesses can reach their target audience. From social media platforms like
Facebook, Instagram, and Twitter to search engines and mobile applications,
businesses have numerous opportunities to engage with their customers. It is
crucial for brands to understand the digital landscape and identify the platforms that
align with their target audience and business objectives.
Consistency Across Channels:
With the proliferation of digital channels, maintaining consistency across all
touchpoints has become vital for building a strong brand. Brands should ensure that
their messaging, visuals, and overall brand experience are consistent across
websites, social media profiles, emails, and other digital channels. This consistency
helps in reinforcing the brand identity and creates a cohesive experience for
customers.
Building Authenticity and Trust:
In the digital age, consumers have become more discerning and seek authentic and
trustworthy brands. Businesses should focus on building authenticity by sharing
their brand story, values, and purpose with their audience. Leveraging user-
generated content and testimonials can also enhance credibility and foster trust.
Brands that are transparent and responsive to customer feedback can build stronger
relationships and loyalty in the digital space.
Online Presence
June 2023 | 19 | www.insightssuccess.com

22. Personalization and Customer Engagement:
Digital platforms provide businesses with vast amounts of
data about their customers. Leveraging this data, brands can
personalize their marketing efforts and deliver tailored
experiences to individual customers. Personalization can be
achieved through targeted email marketing, personalized
website experiences, and personalized advertising
campaigns. Additionally, engaging customers through
interactive content, contests, and social media interactions
can strengthen the brand-customer relationship.
Influencer Marketing and Brand Advocacy:
Influencer marketing has become a powerful tool for brands
in the digital age. Partnering with relevant influencers who
align with the brand's values and target audience can help
amplify brand messaging and reach a wider customer base.
Additionally, cultivating brand advocates among customers
can lead to organic word-of-mouth promotion and increased
brand loyalty. Brands should identify and nurture
relationships with influencers and brand advocates to
expand their digital reach.
Embracing Innovation and Emerging Technologies:
Technological advancements continue to shape the digital
landscape, and brands must embrace innovation to stay
relevant. Augmented reality (AR), virtual reality (VR),
chatbots, and voice-activated devices are some of the
emerging technologies that brands can leverage to create
unique and immersive brand experiences. By staying
abreast of the latest trends and adopting innovative
solutions, brands can differentiate themselves and captivate
their audience.
Social Media Engagement:
Social media platforms play a significant role in shaping
brand perception and customer engagement. Brands should
actively engage with their audience by responding to
comments, messages, and mentions. Creating meaningful
and authentic conversations on social media helps in
building a loyal community and generating positive brand
associations.
Content Marketing:
Content marketing is a powerful tool for building brand
authority and establishing thought leadership in the digital
age. Brands should focus on creating valuable and relevant
content that addresses the needs and interests of their target
audience. This can include blog posts, articles, videos,
infographics, and podcasts. Sharing valuable content helps
in positioning the brand as a trusted resource and drives
organic traffic to digital platforms.
Mobile Optimization:
With the increasing use of smartphones, brands must
prioritize mobile optimization to deliver seamless
experiences to their mobile users. Mobile-friendly websites,
responsive design, and mobile apps are essential for
providing a smooth and convenient user experience. Brands
that neglect mobile optimization may risk losing potential
customers who expect fast and user-friendly mobile
interactions.
Data Analytics and Insights:
Data analytics plays a crucial role in understanding
customer behavior, preferences, and the effectiveness of
branding efforts. Brands should leverage data analytics
tools to gain insights into customer interactions, website
traffic, social media engagement, and conversion rates.
These insights can help in making data-driven decisions,
refining branding strategies, and optimizing digital
marketing campaigns.
Online Reputation Management:
In the digital age, brand reputation can be easily influenced
by online reviews, ratings, and customer feedback. Brands
should actively monitor and manage their online reputation
by promptly responding to customer reviews and feedback,
both positive and negative. Addressing customer concerns
publicly showcases a brand's commitment to customer
satisfaction and can help in mitigating the impact of
negative feedback.
Branding in the digital age requires a comprehensive
understanding of the evolving digital landscape and the
ability to adapt to changing consumer behaviors and
preferences. By focusing on consistency, authenticity,
personalization, and innovation, brands can create a
compelling digital presence that resonates with their target
audience. Embracing the digital age presents both
challenges and opportunities, and businesses that
proactively navigate this landscape are poised for success in
the ever-evolving digital world.
June 2023 | 20 | www.insightssuccess.com

24. t’s happening! The disruption is
Ireal and it's here to stay. We're
living through a time when people
and firms are using technology in new
and innovative ways, but what does this
mean for business leaders? Let’s talk
about how technology is changing
everything in our lives as well as what
that means for regulation and those that
regulate.
Disruptive technology makes life
different, for everyone, but in time these
technologies don’t feel disruptive
anymore. At one time (actually the last
century) ATM’s (automated teller
machines) were disruptive, with bank
customers able to access cash from
these automated machines 24/7 and a
reduced need for bank tellers. Now
ATM’s face disruption from smartphone
apps such as Apple pay, Google pay etc
with changing customer behaviour
including a requirement for an ATM.
Indeed, not just ATM’s but their access
tool, the little plastic debit card also
Elaine
Mullan
WANT YOUR FLAT
WHITE AND TO DRINK IT TOO?
OR INNOVATION IS GREAT,
BUT CHANGE IS
SO,
HARD
YOU
Head of Marketing & Business
Development CORLYTICS
June 2023 | 22 | www.insightssuccess.com

25. being replaced by digital access via smart phones. Today,
most digital transactions are still connected to the banking
system and are moving currency around be it pounds,
dollars or euros – in other words tap your phone on the
payment pad to pay for your flat white. But emerging
technologies now offer another way of paying for that flat
white, that is cryptocurrencies - and once again we can see
how the financial services sector is shifting. With this shift
comes another, a shift in regulation and the balance to be
struck between supporting innovation within the sector
while protecting consumers and avoiding systemic risk.
We love the idea of progress and innovation, but we’re not
always keen on change. Change is hard. The process of
change is hard. Business leaders can enjoy the ease of
email over typed and posted letters, of clicking and setting
up meetings on digital apps rather than trading voicemails,
and at the same time feel swamped in overfull inboxes,
meeting alerts and hours of face-to-face group meetings
with familiar phrases disturbing the flow – you’ve got your
mic on mute – sound familiar? We want to have our cake
and eat it, but this isn’t proving a simple task.
Emerging technologies such as (AI) artificial intelligence
and machine learning are revolutionising the way firms
operate. These technologies can help firms to make better
decisions which will lead them towards success. Indeed,
new business models develop due to technological innova-
tion and are very much part of the digital transformation
agenda. Just take a peek at the digital asset ecosystem with
its decentralisation and, earlier mentioned, crypto/digital
currencies and general potential for disruption and it
becomes obvious that firms need to build resilient business
models amid the volatility in this rapidly evolving space as
digital asset firms seek to close the trust gap with banks and
change the competitive landscape – an environment where
even several of the central banks have their own plans for a
digital currency or CBSC (Central Bank Stable Coin).
A positive effect of this digitalisation of financial services is
that it has provided for transformation and innovation
throughout the value chain for firms that are embracing this
change. With the emergence of new technologies comes
many opportunities for firms including new tools to help
build out sustainable business models. Alongside this
technology growth is the rise of regulatory and compliance
challenges as regulators continue to both encourage
innovation within financial services and seek to protect the
industry and individuals from bad practice. A recent white
paper published by the UK government’s Department for
Science, Innovation and Technology, “A pro-innovation
approach to AI regulation” is a good example of the balance
that regulators are seeking to strike with a regulatory
framework that makes innovation easier. These new legal
and regulatory requirements are constantly evolving as
technology innovates and changes and impacts the bottom
line as well as other areas of a firm’s business, such as
cybersecurity and data privacy. As the laws change, so do
the regulatory compliance standards and obligations from
regulators. Regulatory compliance can seem like a moving
target that never stops changing, particularly when it comes
to newer technologies like blockchain and cryptocurrency,
which have been evolving rapidly and regulators are now
trying to establish what best regulatory practice looks like
in this area. We are yet to see a coordinated global
approach,however, the EU has taken an important step
towards the creation of a comprehensive digital asset
regulatory framework as set out in the Markets in Crypto
Assets (MiCA) Regulation.
If you are a business leader within financial services you’re
thinking about the future. Corlytics is helping clients who
are forward thinking and investing in digital transformation
around regulatory change management, compliance and of
course regulatory risk management. These firms are
partnering with Corlytics as they can see the value in
having a specialist regulatory technology (RegTech) firm to
help them execute on their agendas including innovation
and obligations management.
Strategic leaders are the ones who create the future. They
are those who have a vision and know how to get there – or
the ones who feel they can actually have their flat white and
drink it too. They understand that the world is constantly
changing and that they must adapt, or risk being left behind
by their competitors who are able to keep up with these
changes (or even ahead of them). They know what it takes
for their firm to succeed over time, which means having an
accurate understanding of where they currently stand in
relation to their goals as well as how others perceive them
within their industry or field of expertise.
We are riding the wave of an industrial revolution, the
digital revolution that is influencing what is happening
around us and is reflected in what is happening within
financial services. Financial services models, processes, the
nature of work and the services offered are being
transformed – all while costs must be managed and risk
reduced. It’s going to be an interesting journey, let’s hope
there’s enough coffee to keep us all going.
CXO
June 2023 | 23 | www.insightssuccess.com

26. June 2023 | 24 | www.insightssuccess.com

27. n today's competitive business landscape, delivering
Ipersonalized experiences to customers has become
crucial for building strong relationships and fostering
loyalty. With advancements in technology and access to
vast amounts of customer data, businesses now have the
tools to create tailored experiences that resonate with
individual customers. In this article, we will explore the
importance of tailored experiences and provide strategies
for businesses to effectively implement personalization
across various touchpoints.
Understanding Customer Needs and Preferences:
The foundation of creating tailored experiences lies in
gaining a deep understanding of customer needs,
preferences, and behaviors. Through data analysis,
customer surveys, and market research, businesses can
gather insights into their target audience. This information
helps identify customer segments, purchase patterns, and
individual preferences, enabling businesses to design
personalized experiences that cater to specific customer
desires.
Leveraging Customer Data:
To create tailored experiences, businesses must leverage the
wealth of customer data available to them. This includes
demographic information, purchase history, browsing
behavior, social media activity, and more. By analyzing this
data, businesses can gain insights into individual customer
preferences and tailor their offerings, messaging, and
interactions accordingly.
Crea ng
Tailored
Experiences
Customers
for
Personaliza on in Marke ng
June 2023 | 25 | www.insightssuccess.com
Personalized Marketing Campaigns:
Personalized marketing campaigns allow businesses to
target customers with tailored messages, offers, and
recommendations. By segmenting customers based on their
preferences, purchase history, or demographics, businesses
can deliver relevant content that resonates with each
individual. Personalization can be achieved through email
marketing, targeted advertising, and dynamic website
content, increasing engagement and conversion rates.
Customized Product and Service Offerings:
Tailoring products and services to meet individual customer
preferences can enhance the overall experience. Businesses
can leverage customer data to create personalized
recommendations, suggest complementary products, or
offer customization options. By providing customers with
unique and tailored options, businesses demonstrate that
they understand their customers' needs, leading to increased
satisfaction and loyalty.
Seamless Omni-channel Experience:
Customers interact with businesses through multiple
touchpoints, including websites, social media, physical
stores, mobile apps, and more. Creating a seamless and
consistent experience across these channels is essential for
delivering tailored experiences. Integrated customer
databases, cross-channel communication, and synchronized
customer journeys ensure that customers receive a cohesive
and personalized experience, regardless of the channel they
choose.

28. Real-time Personalization:
Real-time personalization allows businesses to tailor
experiences in the moment based on customer behavior and
preferences. This can include dynamic website content,
personalized recommendations during the shopping
journey, or live chat support. Real-time personalization
enables businesses to adapt and respond to customer needs
immediately, enhancing customer satisfaction and
engagement.
Chatbots and Virtual Assistants:
Chatbots and virtual assistants powered by artificial
intelligence (AI) offer personalized assistance and support
to customers. These AI-driven tools can analyze customer
inquiries and provide relevant and customized responses,
creating a personalized experience even in the absence of
human interaction. Chatbots can assist with product
recommendations, answer frequently asked questions, and
guide customers through the purchase process.
Feedback and Customer Engagement:
Engaging customers and actively seeking their feedback is
crucial for creating tailored experiences. By collecting
feedback through surveys, reviews, and social media
interactions, businesses can gather insights into customer
preferences and areas for improvement. Actively
responding to customer feedback and incorporating their
suggestions demonstrates a commitment to providing
personalized experiences and strengthens the customer-
business relationship.
Continuous Learning and Optimization:
Creating tailored experiences is an iterative process that
requires continuous learning and optimization. Businesses
should leverage analytics and customer feedback to assess
the effectiveness of personalization efforts and make data-
driven adjustments. By constantly fine-tuning personalized
experiences, businesses can ensure ongoing relevance and
deliver the best possible customer experience.
Predictive Analytics:
Leveraging predictive analytics allows businesses to
anticipate customer preferences and behavior. By analyzing
historical data and patterns, businesses can make
personalized recommendations, anticipate customer needs,
and proactively offer tailored experiences. Predictive
analytics helps businesses stay one step ahead and provide
customers with relevant and personalized offerings.
Gamification:
Integrating elements of gamification into the customer
experience can enhance personalization. By incorporating
game-like features such as challenges, rewards, and
achievements, businesses can create engaging and tailored
experiences. Gamification encourages active participation,
motivates customers to interact with the brand, and fosters a
sense of personal achievement.
Social Listening:
Monitoring social media conversations and online
discussions provides valuable insights into customer
sentiments and preferences. By actively listening to
customer feedback, businesses can identify opportunities to
personalize experiences, address concerns, and engage in
meaningful conversations. Social listening helps businesses
understand customer perceptions and adapt their strategies
accordingly.
Loyalty Programs:
Implementing personalized loyalty programs can enhance
the customer experience and foster loyalty. By tailoring
rewards, offers, and incentives based on individual
customer behavior and preferences, businesses can make
customers feel valued and appreciated. Loyalty programs
can be customized to provide exclusive benefits,
personalized discounts, or personalized product
recommendations.
In an era where customers expect personalized interactions
and experiences, businesses must embrace the power of
tailored experiences to drive engagement and foster loyalty.
By understanding customer needs, leveraging data, and
implementing personalized marketing campaigns,
customized product offerings, and seamless omni-channel
experiences, businesses can create meaningful connections
with customers.
With continuous learning and optimization, businesses can
stay ahead of evolving customer expectations and deliver
exceptional tailored experiences that set them apart from
the competition.
June 2023 | 26 | www.insightssuccess.com

30. Roshni Wijayasinha
CEO
Prosh Marketing
Overall, my passion for
marketing has led me to start
my own company, and I
continue to enjoy every
aspect of the work I do. For
me, finding a job that you love
is essential to feeling fulfilled
and engaged in your work.
With Marketing, I get to do
what I love every day.
“
June 2023 | 28 | www.insightssuccess.com

31. Roshni
Roshni
Wijayasinha
Wijayasinha
Wijayasinha
A Visionary Breaking
Barriers and Building Empires
As the world continues to embrace the digital era,
marketing has become a crucial tool in the success
of businesses. It takes a skilled and experienced
marketing leader to navigate the ever-changing landscape
and help companies achieve their goals. This is where
Roshni Wijayasinha, the CEO of Prosh Marketing,
comes in. With years of experience under her belt, Roshni
has proven herself to be a true master in the marketing
industry.
Roshni's passion for mentoring and sharing knowledge
extends to her work at Prosh Marketing, where she provides
equal opportunities to all and fosters a positive and
inclusive work environment. With a commitment to staying
up-to-date with the latest industry trends, Roshni is a
member of the Forbes Communication Council sharing her
insights and experiences with peers in the industry.
Let's delve into the insights Roshni gave us on modernizing
marketing efforts with digital marketing and developing
innovative platforms!
From Marketing Novice to Leader
Roshni's marketing journey is a story of determination,
leadership and success. It all began with her first marketing
leadership role at Kobo, where she played a significant role
in the company's rapid growth. However, Roshni wanted to
expand her role and lead an entire marketing team, which
led her to take on as the Head of Marketing at Juice Mobile.
She was responsible for expanding the company into the
US and launching the world's first mobile programmatic
platform, cementing her reputation as an innovative
marketer.
Roshni then moved on to Thinking Capital, where she built
the marketing function from scratch. She rebranded the
company, built a digital marketing lead generation engine
and created a team and marketing infrastructure. Her
success continued when she helped Benecaid modernize its
marketing efforts and develop Honeybee, a revolutionary
platform for brokers to sell health insurance online.
Inspired by her success and motivated to pursue her
entrepreneurial dreams, Roshni launched her own business,
Prosh Marketing, as an independent consultancy. Today,
her business has grown into a Fractional CMO model, with
supporting consultants and clients worldwide. Roshni's
success story is a testament to her dedication, leadership
skills and innovative approach to marketing.
Talking about the challenges Roshni faced, she expressed,
"The key challenges I faced throughout my career were
managing growth with limited budgets, managing work-life
balance as my work required a lot of travel and the pressure
of startups that need to grow aggressively. But I thrive off
the pressure!"
Marketing Impact: Roshni's Journey
Roshni has always found the world of marketing to be
fascinating. In her experience, it's a field that offers an
incredible amount of creative freedom while also requiring
a deep understanding of business functions. She loves being
able to explore new ideas and concepts while staying sharp
and engaged in her work.
For Roshni, the best part of marketing is how it connects to
every aspect of a company's operations, from finance to
operations to sales. This has allowed her to build lasting
relationships with a diverse group of people, something that
she finds incredibly rewarding on both a personal and
professional level. What's more, marketing has also given
her the chance to travel and experience new cultures,
something that she finds both exciting and invigorating.
The 10 Most Influen al Women In Marke ng 2023
June 2023 | 29 | www.insightssuccess.com

32. Overcoming Adversity
Roshni says, "The under-representation of women in the
technology industry when I was first starting out made it
difficult for me to find role models and mentors who shared
similar experiences.”
In support of the same, she adds, "This lack of
representation is slowly changing, but it can definitely
create challenges for women in advancing their careers and
achieving their professional goals in the technology sector."
Regardless, Roshni's commitment to equal opportunity and
diversity extends beyond her own business endeavours. As
the founder of Prosh Marketing, she recognizes the value of
diverse perspectives and offers opportunities to newcomers,
students and interns from all backgrounds. Roshni firmly
believes that everyone deserves an equal chance to succeed,
and she works to create a welcoming environment for all
aspirants in her company.
In addition to her work at Prosh Marketing, Roshni is also
an angel investor with The Firehood. Her focus is on
empowering and supporting women in the technology
industry, with the goal of increasing their participation,
leadership and prosperity. Roshni is acutely aware of the
gender gap in the tech industry and she works tirelessly to
address this issue and promote equal opportunities for all.
Empowering Mentorship
Roshni is a firm believer in sharing knowledge and giving
back to the community. She is involved in numerous
mentorship programs, including VentureLab, Futurpreneur,
Treefrog, Scotiabank - The Women Initiative, Brampton
Venture Zone, Schulich Startups, Essential Impact and
eQuo.
Additionally, she teaches at the Schulich School of
Business, York University, where she shares her expertise
with the next generation of marketing professionals. Her
passion for mentoring extends to her work at Prosh
Marketing, where she strives to create a safe space for
young marketers and interns to learn and grow.
For her clients, Roshni aims to build a sustainable business
model by providing part-time marketing leadership,
ensuring that their needs are met while fostering a positive
and inclusive work environment. As a member of the
Forbes Communication Council since 2020, Roshni is
committed to staying up-to-date with the latest industry
trends and sharing her insights and peers.
June 2023 | 30 | www.insightssuccess.com

33. Marketing Evolution
Earlier, marketing was seen as more of an art than a science
and there were limited tools available to measure adequate
efforts. Roshni and her team had to rely on their instincts
and creativity, without much opportunity for iteration.
However, with the advent of new technologies, we can now
A/B test various aspects of a campaign and apply a "fail
fast, learn quick" approach.
The focus of marketing has also shifted from being
primarily launch-focused to emphasizing the benefits and
values of a product or service rather than just its features
and specs.
Overall, these developments have transformed the field of
marketing, making it more data-driven, adaptable and
responsive to customer needs. By embracing new
technologies and approaches, Roshni and her team continue
to innovate and provide the best possible service to their
clients.
Tech Impact: Prosh Marketing
Roshni believes that technology has brought about a
significant impact on the marketing industry, including her
own company, Prosh Marketing. With the aid of technology,
her team is now able to track the results of their campaigns
more effectively and demonstrate ROI more clearly. This
has allowed them to refine their marketing strategies and
ensure that they are delivering the best possible results to
their clients.
Moreover, technology has also played a vital role in helping
them become more efficient. They have access to a variety
of tools that enable them to manage scheduling, project
management, content generation, and other important tasks
more effectively.
The most significant benefit of technology for Prosh
Marketing has been its ability to enable them to deliver
their services remotely. This has allowed them to expand
their business into new markets, including the U.S. and
other international markets.
It has also made it easier for them to reach prospective
clients through search engines. Overall, Roshni sees
technology as an important tool that has helped Prosh
Marketing grow and succeed in the competitive field of
marketing.
Prosh Marketing Values and Culture
Shedding the spotlight on the value and work culture that
defines Prosh Marketing, Roshni shares, "We strive to
create a unique culture that is accepting and open to our
diverse employees. The values that we hold dear to us at
Prosh Marketing are Kindness, Excellence, Collaboration,
Integrity, Curiosity and Optimism.”
She adds, "At Prosh Marketing, our long-term goals include
expanding our team to better serve the needs of startups
and further expanding our reach within the United States,
where there are many startups and growing businesses
whom we could help.”
"To achieve these goals, we are continuously working on
developing new partnerships and expanding our service
offerings. We assess our growth trajectory every four
months and make revisions to our plans as needed. This
enables us to stay agile and adapt to changing market
conditions and client needs, expresses Roshni.”
Success Mantras
One of the mantras Roshni continues to follow to this day is
something my General Manager at Sony shared with her,
"Do what you can, with what you have, where you are."
This quote from Theodore Roosevelt reminds her that while
others might have different situations, resources, and
abilities, we can only do the best we can and work with
what we're given. This is especially helpful for startups to
keep in mind as they usually have limited resources but
have the opportunity to punch about their weight if they just
lean into their situation and find creative ways to grow.
Another quote she truly believes in is, "Do what you love,
and you'll never work a day in your life." This reinforces
the importance of finding a job or career that aligns with
one's passions and interests.
Last but not least, "Listen to your customers." While one
may have a deep understanding of their business and
product, it's essential to seek feedback from your customers
in order to understand their needs and perspectives truly. By
actively listening to customers, one can build stronger
relationships and create products and services that better
meet their needs.
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36. www.insightssuccess.com