The Most Influential CMOs To Follow in 2022 1.pdf

Creating a
Benchmark of
Excellence
Editor’s Desk
he exact duties of a Chief Marketing Officer
T(CMO) these days are difficult to define. That's
because the marketing industry has a history of
being unpredictable, particularly in the last few decades, as
consumer attitudes and technological advancements have
undergone significant changes.
They occasionally have to manage sales and distribution.
Sometimes they are asked to work in public relations and
customer service. It all depends on what is currently
expected of them. As a result, CMOs now need to be
versatile masters of all trades. They must be aware of the
majority of activities at their company. There always seems
to be a core set of characteristics that they all share, despite
the shifting expectations and various roles.
Even though they assume a leadership position, a CMO
must be an exceptional team player. They should be
constantly seeking the input of everybody else involved. It’s
also vital that they act as a mediator between the different
parts of their team to solve issues and foster cooperation.
In many ways, the CMO acts as the bonding force that
holds a marketing team together. Their job is to keep
everybody focused and remind them of the bigger picture.
They accomplish this by getting all of the team members on
the same page, united under a single cohesive vision.
We live in an era defined by rapidly changing technology.
Social media, in particular, is rarely static; it can change
dramatically in a single day. Given that the majority of
marketing now takes place on social media, CMOs must
understand how to evolve with it. A successful CMO is
always looking for innovative solutions. They recognize the
importance of innovation and are willing to take risks to

facilitate it. Furthermore, they understand when to let
go of the past and what they've grown accustomed to
in order for their team to move forward and explore
novel approaches.
It takes a lot for a marketing campaign to stand out
from the crowd. Being exciting, ground-breaking, and
unique is the best way to cut through the
oversaturated digital landscape. A good CMO is
always aware of how the customer is feeling. They
frequently monitor social media to gauge public
sentiment. They also serve as customer advocates
within their teams, considering how each decision
may aﬀect the consumer and arguing in their favor.
Spotlighting such staunch aristocrats from the
modern industry, Insights Success features some of
the enthralling stories of the Most inﬂuential CMOs
To Follow in 2022. Flip through the pages and
indulge in the aspects of coherency combined with a
distinctive blend of modern advancements.
Have a Delightful Read!
Abhishek Joshi
Abhishek Joshi
abhishek.joshi@insightssuccess.com

08
Cover Story
Articles
Digital Engagement
Components of
Digital Marketing
Reforming Benchmarks
The Signiﬁcance of an
E ective Marketing Strategy
36
18
Sevounts
Reinventing B2B Marketing for Hyper
Growth: Next Generation Demand Generation
and Account-Based Marketing

Abdul Sani Abdul Murad
16
Sharply Exhibiting Role of
Business Marketing Leader
Andrea Saravia
26
Exemplifying Enthusiasm
and Proﬁciency Together
Sasha King
40
Changing the Face of Organ
Transplantation
Amitabh Ramani
22
Spearheading with Strategic
Marketing Initiatives
Ève Laurier
32
Instilling Pride in
Bombardier
Bernard Nassif
28
Blending Marketing,
Passion and Vision with Music

sales@insightssuccess.com
October 2022
Editor-in-Chief
Senior Sales Manager Business Development Manager
Marketing Manager
Technical Head
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Research Analyst
Database Management Technology Consultant
Merry D’Souza
Managing Editor
Abhishek Joshi
Executive Editor
Jenny Fernandes
Assistant Editors
Anish Miller, Sakshi Shrivastva
Kshitij S Peter Collins
John Matthew
Sales Executives
David, Martin
Business Development Executives
Steve, Joe
Jacob Smile
Prachi Mokashi Dominique T.
SME-SMO Executive
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Visualizer
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Abdul Sani
Abdul Murad,
Vice President Marketing
Communications
Abdul Sani Abdul Murad is a true-blue marketer who has been
in the business from the ground up
RHB Banking Group
rhb.com
Amitabh Ramani
Global Marketing
Director
Jade Global
jadeglobal.com
Andrea Saravia,
Global Marketing Director
Ufinet
ufinet.com
Gary Sevounts,
Chief Marketing Officer
Socure
socure.com
Bernard Nassif,
Chief Marketing Officer
Glava Holdings
glavaholding.com
Ève Laurier
Vice President of
Communications, Public
Affairs & Marketing
Bombardier
bombardier.com
Description
Company Name
Featured Person
Amitabh Ramani has led strategic marketing initiatives over the
past 18 years to drive change through a mix of innovative
technology.
Andrea is an experienced, accomplished, and results-driven
professional with more than 15 years in B2B marketing
strategy and branding.
Bernard is well rounded with not only people management,
marketing, sales, and product development experiences but also
finance expertise with management of separate divisional P&L
and Supply chain.
Ève Laurier is a seasoned professional and senior executive
leader, who brings more than 20 years of knowledge and
experience in public relations, communications, corporate
marketing, and branding to Bombardier.
Gary is a seasoned, creative and passionate marketing
executive.
Sasha King
Chief Marketing
Officer
CareDx
caredx.com
Sasha is committed to improving transplant patient outcomes
by providing innovative and intelligent solutions throughout the
entire patient journey.

Sevounts
Reinventing B2B Marketing for Hyper
Growth: Next Generation Demand Generation
and Account-Based Marketing
C o v e r S t o r y
Strategic technical storytelling,
constantly reinventing and
scaling revenue generation
engines, and building top
marketing teams are the three
essential pillars for hyper
growth.
“
“

Reinventing ABM and Demand Generation
Many global CMOs operating in micro and large
enterprises utilize only the tried and tested methods to
create an impact. However, when we came across Gary
Sevounts, we were stunned by his unique approach.
While innovation has been acknowledged as a fundamental
quality for product and tech teams for some time,
innovative practices are also increasingly being applied to
marketing. Fundamentals, innovation, technology, and
science, when amalgamated with marketing, could result in
exponential growth, allowing the companies to drive a win-
win situation.
Adapting to customer behaviour and new technologies
while maintaining a strong customer focus is essential to
great marketing. Creating an incredible customer
experience means giving consumers something beyond
their imagination. By providing the most impactful pipeline
and demand generation on account-based marketing with
distinct category building and strategic messaging, Gary has
proved to be one of the most influential CMOs in the
industry.
With a proven track record in building effective demand
generation engines, industry-leading brands, and scalable
teams for rapid growth, Gary utilizes his knowledge as the
full-stack CMO driven by the mantra 'overachieving while
underspending.’
Being a disruptor in this sector, Gary and his team
reinvented ABM-driven demand generation driving 3x YoY
pipeline generation growth with architecting, building, and
scaling the Treasure Operations science as a part of
Account-Based Marketing, where he combined account-
based marketing with digital inbound marketing, infused
with core differentiation, storytelling through product
marketing and high-quality content, SEO, intent signals,
MarTech, and analytics.
Gary and his team flawlessly executed this by reinventing
and enhancing account-based marketing with this Treasure-
Ops-driven approach. Today, as the CMO at Socure, Gary
implements his decades of experience scaling companies to
newer heights. Though, to reach this point, he had quite an
astonishing journey filled with various challenges, coming
from a technical and storytelling background.
Let us unveil his journey!
The Steady Rise
After getting a degree in software engineering, Gary
pursued jobs that covered every crucial aspect of the
software industry to gain a complete and deep
understanding of how everything is done to be an effective
leader. From developing software to QA to running tech
support, from sales and business development to product
management to product marketing, and then onto owning
the complete marketing function.
For the last 15 years, Gary has heavily focused on leading
marketing teams, gradually leaving his imprint as the CMO,
employing his clear understanding of the software and SaaS
industry, which is the significant reason behind his success.
His technical storytelling, combined with building
impactful teams and generating pipelines, has helped
renowned companies to overachieve their growth goals.
Delivering such consistent performance was not always
easy; Gary highlights the three significant challenges he
faced along the way.
Technical Storytelling, Strategic Messaging & Category
Building: When Gary was working at Panda Security, it was
a very crowded space with several security vendors
complaining about a problem. Thus, Gary developed a
Today, Socure has
more than 1,000
customers, including
top nancial
institutions,
government agencies,
and leading
enterprises across all
industries.
“
“
The Most Inuential Cmos To Follow In 2022

strategic messaging for cloud-based endpoint protection to
stand out. He conducted research after research, conversed
with customers and tech people, and came up with a
message called Forget Security, a successful disruptive eye-
opener for people to increase their curiosity. They asked,
"How can we help you forget security?" highlighting the
importance of addressing security complexities, incidents,
and overly unnecessary costs. The message of Forget
Security stood out and overcame numerous challenges that
helped the company propel and succeed.
Gary understood the market deeply to elevate the desired
message in a way that resonates with customers and assists
them in understanding how they can solve their problems
with technology to help them grow signiﬁcantly faster.
Pipeline & Revenue Generation: Gary came up with
numerous ideas to hit the sales numbers and overachieve at
a lower acquisition cost by reworking the pipeline and
revenue generation. He devised a term called TOPS ABM,
an account-based marketing engine that would deliver
pipeline and revenue numbers above the goals at a fraction
of the cost. The system is predicated on data science,
account-based marketing, digital inbound marketing, SDR,
and product marketing, and content. It allows to attract and
identify in real-time companies in the market for solutions
that it provides and educate companies turning them into
qualiﬁed opportunities into revenue in a short time at a
fraction of a cost.
Doing More with Less: The current economic downturn is
fourth in his career. He has successfully overcome this
challenge in several companies by building a very lean
marketing organization with lean budgets that consistently
outperformed large corporations and helped companies to
overachieve their goals. The key is to do more with less.
Partnering with Sales: Scaling pipeline 3x in one year
would have been impossible without a close partnership
with the CRO. Socure's CRO, Rhon Daguro, has worked
closely with Gary and the marketing team in architecting,
building, and scaling the demand and revenue engines. His
approach in technical selling, data-driven pitch building and
funnel management, real-time feedback, and empowering
highly impactful sales teams, has been a huge part of the
success story.

Socure: Identity Starts Here
Trusted by 1,000+ top financial institutions, government
agencies, and enterprises, Socure is the only graph-defined
identity verification platform that utilizes every identity
element—delivering the most accurate fraud detection and
verification in real-time. It leads the identity verification
and fraud protection space. Its mission is to accurately
identify with 100% of accuracy the digital identities on the
internet right.
The largest companies across many industries, from
financial services to fintech to gaming to insurance and
other sectors, telcos, and governments rely on Socure for
accurately verifying identities to protect against fraud. To
help with the conversions of their customers, which is
increasingly important in current times because many areas
where Socure helps is stopping fraud, which decreases the
costs for the companies, also further reducing the cost of
acquisition because marketing dollars are becoming harder
to obtain.
“
“
Our rapidly growing
team comes together
for in-person
meetings and events
to build
relationships, learn,
and celebrate key
milestones.

company's growth from the other. He notes, "Strategic
technical storytelling, category building, and having strong
teams are the three essential pillars for hyper-growth.”
Gary wants to build a future marketing organization by
enabling marketing professionals learn, evolve, outperform,
and have a transformational impact. He consistently focuses
on the team to love their work, grow their careers, and
deliver an outsized impact on the companies so that they
can grow faster. "I build Marketing teams in a way for
people on my team to be very proud of their work, and what
they will learn, and what they accomplish, and how they
push the bar of what it seems to be impossible, so they
could go back one day and say this was the best journey of
my life and the foundation of my success. Marketing is
becoming very strategic for companies, and one of my
goals is to build and empower future CMOs.”
Per Gary's request, this award is shared with CRO Rhon
Daguro and the marketing leadership team that built the
TOPS ABM engine with him - Heather Adams, Danielle
Allen, Jake Deserio, Charmaine Odums, Anthony Winslow,
Angela Griffo, West Gass, and others.
Socure's technology helps decrease acquisition costs by
providing accurate and inclusive identity verification rights.
And it's also helping to reduce the operational cost by
automating approvals, so time and money are not spent on
many manual reviews. However, those approvals are done
automatically and very accurately.
Scaling with Technology
Gary believes that one should architect the marketing model
to help build and accelerate the revenue to figure out the
flow in parallel to the plantation of technology. Technology
is one of the significant pillars of business, and marketing is
transforming. However, numerous automated tools cover
different aspects of business, and data science is becoming
more imperative. He mentions, "The technology around
data science that combines this, which powers the treasure
ops account-based marketing approach to achieve
marketing goals.”
What Lies Ahead?
Gary aims to continue improving marketing function to
focus more on how modern marketing helps to strategically
differentiate from one side and significantly accelerates the

The 10 Most Inﬂuential CMOs to Watch, 2022
October 2022 | 16 | www.insightssuccess.com

Digital Marketing is marketing done on digital
platforms such as search engines, websites,
emails and mobile apps. It is an efficiently
targeted, conversion oriented and interactive marketing
of products and services by optimally utilizing digital
platforms to acquire customers. The scope of digital
marketing is not limited to advertising. It also includes
Acquiring new customers and sustaining the current
customers. The reason why digital marketing is a topic
of discussion is the statistics behind the same:
Ÿ 81% of shoppers conduct online research before
making big purchases. (Retailing Today, 2014)
Ÿ 65% of smartphone users agree that when conducting
a search on their smartphones, they look for the most
relevant information regardless of the company
providing the information. (Google, 2015)
Ÿ 51% of smartphone users have discovered a new
company or product when conducting a search on
their smartphone. (Google, 2015)
Ÿ 61% of marketers say improving SEO and growing
their organic presence is their top inbound marketing
priority. (HubSpot, 2017)
Components of Digital marketing
Digital Marketing is known to be an umbrella under
which all the aspects of online marketing activities are
covered. Following are the most common types of
marketing activities under digital marketing:
Search Engine Optimization (SEO)
Search engine optimization is a process of utilizing all
the available resources in order to optimize the overall
performance of a website. Through SEO, a company can
improve the quality of the content on its website,
increase the reachability, attain higher user engagement,
etc. For example, Amazon generating content to be on
top of the search engines is a type of SEO. According to
statistics, 67% of the clicks come from the first five
listings of a search page. This clearly states how
important it is for companies to use SEO.
Pay Per Click (PPC)
Pay per Click is when a company bids for a certain
keywords and optimizes its website accordingly to be on
the top of the search results page. The companies pay the
search engines every time someone clicks on the

websites link. In the
process, the search engines look at
three aspects before putting them on
the top of the list in their search
results page:
Ÿ The amount of money the
company is bidding
Ÿ How relevant the keyword is with
the website and its products
Ÿ How optimized is the landing
page of the website
Content Marketing
Content Marketing is a process of
creating relevant content to acquire
new customers. The content must be
smart
phone is
highest.
97% of all
the text
messages are read within 4 minutes
of being sent. The companies acquire
new customers every day by oﬀering
them discounts on its products
through text messages.
Social Media Marketing
Social media marketing refers to the
process of interacting with customers
valuable to the customers and
consistent in quality. It is a key tool
for SEO and helps the website to get
noticed on social platforms. Good
Content should not be promotional
but educational and inspirational so
that the user can see the website as a
source of information.
Mobile Marketing
Mobile marketing refers to
advertising/selling the products and
services to potential or existing
customers through text messages on
their mobile phones. This is one of
the most direct ways of marketing as
the response time from customers via

In other words it enables the company to know what it is
doing and whether is it feasible or not.
Digital marketing has become a milestone in this ever
changing digital world and has replaced traditional ways
of marketing to some extent by offering a variety of
marketing tools that are very cost efficient compared to
the old marketing techniques. It enables better
interactions with customers, resilient marketing and
better customer relation, rapid growth in sales and
overall effective development of business. Needless to
say, Digital Marketing may just be named as Marketing.
through social media platforms. Companies
advertise, sell, and assist customers on social
media for numerous reasons:
Ÿ Creating brand awareness for free
Ÿ To get feedback directly from
customers
Ÿ Get more traffic on website and improve
SEO rating
Ÿ Acquire new customer and expand sales
Ÿ Marginally low marketing cost
Ÿ 47% of all internet users are on Facebook
Ÿ 88% of product purchases are Pinterest pinned
Email Marketing
Email marketing is a form of marketing that enables
companies to communicate potential/current customers
through electronic mails. The process includes:
Ÿ Sending emails to current customers to enhance
relationship with them for brand loyalty
Ÿ To acquire new customers or to convince the current
one to purchase
Ÿ Advertising through mail
The key benefits of email marketing include cost
effectiveness, flexibility and better rate of success. The
content must be relevant and useful to the user, should
look authentic and strategic and well-coordinated.
Marketing Automation
Marketing Automation is a tool that keeps all your digital
marketing activities together and synchronizes them for
efficient and effective business. It also measures the
performance and ROI for faster growth. Automation
gives direction to the company by providing it data that
shows the area of improvement and ways to improve it.

Amitabh Ramani
Jade Global

aving multichannel and connected experiences are
Hnot future trends; instead, these have already
become the way people communicate. To create
highly engaging user experiences for customers
understanding behavioral insights is essential to influence a
business. It is imperative to learn that customers with
positive experiential outcomes are more inclined to stay
longer with a brand, tell their friends about it, and advocate
loyalty. This pattern led Amitabh Ramani to guide
marketing efforts to transform customer experiences,
creating a more desirable future and better engagement for
companies he has worked with.
As the Global Marketing Director at Jade Global,
Amitabh leads Strategic Marketing initiatives, driving
change through a mix of innovative technology, story-
telling, nuanced with an enriched understanding of B2B
consumer behavior. He has raised the bar of the value
delivered to clients through automation, handling several
state-of-the-art projects from inception to completion,
aiming to deliver his best.
The Initial Roots
Amitabh reminisced the exciting early days when he was
deeply involved in building marketing roadmaps from
scratch with his team, managing to get customers on board.
Though it were cherishing moments for the organization, he
had to overcome various challenges, making leaders
understand that marketing is a core function and not only
support. He thrived on explaining to them the importance of
branding and how investment in built-in brand equity
reduces costs, builds customer loyalty, and drives sales.
However, Amitabh had an enthusiastic team working on
multiple projects; they understood the more profound
theories around building brands and actualizing marketing
plans.
Budget allocation of resources was also another challenge
that Amitabh had to overcome. He asserts, "I think that's a
challenge that exists with all businesses, new and old. You
must prove your value before it will get funded. It's pretty
much a trial-and-error process. However, through proper
planning, we were able to overcome this hurdle on time."
He is keen on blurring the siloed boundaries to gain more
influence as different parts move closer toward real
synergies. It can empower teams to deliver more value to
better understand the roles of others. He adds, "It has been
my endeavor albeit not without accompanying challenges,
to break these siloes and through marketing involve and
unite other functions and roles in a company."
Multi-Disciplinary Expertise
Amitabh has been working in the tech industry for more
than a decade. He has helped companies across multiple
sectors, improving the quality of their product and services,
enhancing their marketing, branding, sales, and customer
service. He has also collaborated for product development
and business generation, resulting in continuous success.
As a believer in this new age of data and technology,
Amitabh states that the Pandemic pushed organizations to
achieve the impossible. As the old saying goes- necessity is
the mother of invention- the world witnessed the most
significant surge of martech tools in the industry. It
accelerated reach to the customers, gave a better
understanding of prospects, and defined its ideal customer
base.
Amitabh brought his expertise to Jade Global, transforming
it from traditional to data-driven. With tools like Google
Analytics, HubSpot, Zoom Info, SEMRush, and many
more, the company can track each activity carried out on its
website and social media and keep a close eye on its
competition plus get a detailed view of the customer. It
constantly evaluates what works most effectively at driving
users to their modules.
Amitabh Ramani
Spearheading with Strategic
Marketing Initiatives

Leveraging Technology
Amitabh is a technology evangelist who aims to create
frameworks and trajectories that allow conceptualizing
paths that include innovative technologies right from the
onset. He expresses, "I began my journey in the IT
ecosystem as a developer. This is my workhorse as every
path we take in this in the current marketing technology of
today is conceptualized as having certain ingredients that
are tied together as concept/technology."
Jade Global leverages technology to:
1. Deliver highly personalized customer experiences.
2. Gain customer insights for better decision-making.
3. Automation of all our tasks to improve TAT.
It helps the company stay focused on its core marketing
objectives and deliver best-in-class experiences.
The Goals Ahead
Amitabh feels fortunate to be part of Jade Global in the
long run. He looks forward to reaching the zenith with Jade
Global as one of the world's top consulting companies. He
also wants to grow and mentor the next generation of
techno marketers.
Bequeathing Excellence
Amitabh advises budding entrepreneurs aspiring to venture
into the marketing sector to learn. He says, "Marketing like
any other field is evolving daily, and at a faster pace than
many, you need to evolve yourself to be a technical
marketer now - rather than just a marketer." He believes
that the journey of thousand miles begins with the first step.
A marketer's goal is to create valuable communication with
the help of different marketing strategies and engage every
consumer target on each stage of the life cycle to meet the
objectives set forth. Amitabh notes, "Focus your efforts on
the latest trends and get yourself updated with everything
new that comes up. You need to drive engagement of your
target demographic at each stage of the funnel with relevant
messages or offers. The golden rule for marketers is Know
Your Consumer."
Committed to Customer Success
Jade Global is powering investments to help its client
succeed. It stands firm on its four core values with a shared
commitment to enliven these values daily: Client Focus,
Innovation, Integrity, and Communication.
The company is committed to pursuing excellence without
losing sight of what is most important – its clients and
people. Its collaborative approach with a diverse team of
brightest and innovative talent enables it to exceed client
expectations. It thrives on challenges and constantly thinks
of new ways to offer everything the best possible solution.
As a technology leader, Jade Global effectively identifies,
hires, and retains industry leaders who drive organization-
wide change for businesses in various industries through
strategic thinking and invaluable expertise.
Marketing like any
other field is evolving
daily, and at a faster
pace than many, you
need to evolve
yourself to be a
technical marketer
now - rather than just
a marketer.
“
“

Marketing has come so far with the new
advancements in technologies such as AI and
automation. The job of marketing has become
more convenient as well as cumbersome at the same time,
as marketing leaders have to perform several tasks to reach
out to their potential customers. Despite these differences of
modern and traditional marketing practices, many leaders
have smoothly carried out all the marketing functions and
achieved the desirable results. With intent to recognize their
significant contributions, Insights Success has compiled its
list of The 10 Influential Marketing Leaders, 2019.
This list is incomplete without the inspiring work of
Andrea Saravia, the Global Marketing Director of
Ufinet. Andrea has been a marketing and branding
specialist for 24 years now and possess an MBA specialized
in business leading and marketing from ESIC, Madrid,
Spain. She has been Ufinet’s Marketing Director for 5 years
now, and has tackled many challenges ever since, such as
positioning Ufinet’s brand in a difficult and ever-changing
market as is the telecommunications sector.
Started Young
Andrea started her career in 1995 as an Executive Key
Account Manager in an advertising agency. Since that
moment she knew she was made for marketing. Being able
to get to know many company’s profiles and businesses at
their core and to embrace the knowledge that every sector
had to offer, allowed her to grow in a very integral way,
opening her path to achieve results no matter what the
segment she worked with. She has operated in many sectors
including advertising, PR, law, interior design, magazines,
nutrition, and telecommunications, which she has loved
most.
Andrea started working very young, at the age of 18. She
did not have any experience before. The job in the
advertising agency was very stressful and she had an
important overload of work. She did not know at the time
how to manage her emotions, the pressure and her time. It
took her many years to know herself and find the best way
to get things done without losing control. Later, she learned
not only to get through every single obstacle that came her
way, but even crave them as they make her life much more
interesting and challenging.
Source of Inspiration
There are various factors that inspire Andrea the most. She
firmly believes in a phrase which states, “do what you love,
love what you do”. Being able to do this has given her the
opportunity to tackle all the challenges that come her way
and grow as a professional leader.
Another subject for Andrea has always been learning new
things every day. In her opinion, people would be surprised
knowing all the hidden treasures they can find by just
opening their mind. Having a work-life balance is a key
matter, enjoying both professional and personal life with
family and friends. Few other additional moves that have
inspired her to raise includes giving the extra mile -always;
working smart, not hard; taking risks even though you may
fail; and finally challenging yourself to dream.

Repositioning as a Big Player
In 2014 a private investor bought Ufinet from Gas Natural
Fenosa Telecom. The most challenging task was to re-
position the company as Ufinet, a big player in the
telecommunication’s market, participating in various trade
shows in several countries, creating the firm’s online image
from scratch, such as the company’s website, a Linked-In
profile and other social channels (inexistent at the time),
and moreover interiorizing the business’s great assets,
vision, mission and values within the company’s personnel.
That was key to create awareness about the company’s
ethics, its top-notch services as well as creating an excellent
post-sales package to get the firm’s clients not only to
choose Ufinet for its strengths and advantages, but also for
falling in love with a strategy of taking care of their own
business growth.
Being Authentic with Customers
According to Andrea, Ufinet has one of the best strategies
in the telecommunications market, being a neutral carrier of
carriers. This means that the company does not reach the
end customer and therefore, it does not compete with its
clients, which is one of the main issues it uses to tackle
competition. Nevertheless, its competitors are also its
clients, which make the task much trickier and more
difficult. So, the best way to market its company remains to
be honest and authentic with its consumers.
Another key factor is the closeness Ufinet has with its
customers. Every client has its own Key Account Manager,
who is available almost 24/7 for them. This provides the
company with an additional hands-on approach, as it gets to
know and fully understand their most important needs and
obstacles.
When asked about the future goals Andrea states, “I love
my job. And I can say that Ufinet is one of the best
companies I have ever worked in. The values under which
this company breathes are amazing. So, I aim to keep
working here as a CMO. I believe that my expertise, my
passion and my creativity will keep this company growing
and “rock-n-rolling” for many years to come.”
An Essential Advice to be Incorporated
Andrea advises emerging entrepreneurs to strive for success
and quality every time. She says, “You will fail sometimes,
of course, but the key here is to learn about each error and
fiasco to make a better job next time. If you don’t push
yourself after every failure, you will never acquire the
wisdom to succeed in the future. Just do it, make things
happen and never ever stop until you achieve what you
desire most.”
“Be resilient and embrace
change with passion – it’s
the only way you will be able
to grow as a person and a
professional.
“
Andrea Saravia
Ufinet

Bernard Nassif
Blending Marketing, Passion and Vision with Music
reating a copy that speaks, requires immense
Cobservation, creativity, and empathy. The person
has to speak the language of people to reach the
hearts of people. Bernard Nassif, another most influential
CMO to follow in 2022 that we decided to feature, has
spent nearly three decades of his professional journey
working in different countries, industries, and cultures
understanding and communicating to a vast variety of
consumer needs.
Bernard brings this experience and ease with emotional
communication to Glava Holdings, a music and entertain-
ment company that envisions to “Transform the ‘Artisanat’
into an actual industry.” By combining the vast knowledge
of Bernard and its expertise and passion, the company
hopes to prepare future generations and improve culture,
economy, and hence life in the Mena region.
Bernard has a successful record of 18 years in general
business management (former MD L'Oréal's Canada and
Spain MD & GM in the U.K.) He has built up startups to
become key players, and managed large, established
divisions (500+ employees) that always significantly
outperformed the market growth.
He is well-rounded with not only people management,
marketing, sales, and product development experiences but
also finance expertise with management of separate
divisional P&L and supply chain.
Insights Success interviewed Bernard Nassif on his journey
in the marketing world, his arrival on the music scene, and
his plans for the future of Glava Holdings.
Below are the highlights of the interview:
Briefly describe your professional journey up until now.
My professional journey so far has taken me through a
number of industries, countries, and cultures– all of them
together have mixed and made me grow to become who I
am today. I am passionate about life, consumers, and the
incredible diversity and opportunities their needs offer.
Having started in Australia in the cosmetics industry with
LÓreal, I grew with them and, across 21 years found
myself moving from Australia to France, then zone north
America, then general management positions across the
United Kingdom, Canada, and Spain.
From there, I had to experience other industries, as although
I enjoyed and loved the cosmetics and hairdressing sector, it
was time to broaden my scope. So, I entered the consul-
tancy world with Tinderbox consulting, Strat Management,
IBC (International Blockchain Consultancy) and, at the
same entered the electronics and Kitchen appliances
industry and joined an amazing start-up Froothie helping
them expand in 40 countries while being the main owner of
Froothie UK and Ireland Ltd.
And finally, a few months ago, while on a trip to Dubai, I
fell in love with the Arabic music industry, its incredible
expansion opportunities, and, more specifically, a key
player, the Glava Holding group. I decided to join them as
the CMO for Glava and MD for both Stardom Hype and
Deepiu while also remaining in consultancy and MD of
Froothie UK.
What challenges did you face along the way?
As with anything in life, there are always challenges that
occur, and the best way to approach them is to always keep
a positive attitude and approach them with what does not
kill you will definitely make you stronger. Depicting market
trends, understanding your target consumer behaviour, your
competition moves, how to create your product launches &
animate them especially in such industries where consum-
ers are savvy, and the competition is fierce becomes key
challenges that need to be turned into opportunities; you
have to constantly be updated and moving as fast as you
can to create or follow a trend. The marketing approach had
to be perfectly tailored to several markets and behaviours.

Bernard Nassif,
Chief Marketing Ofﬁcer
Glava Holdings
The Most Inﬂuential CMO to Follow in 2022

What significant impact have you brought to the
marketing industry?
I would say the most significant impact I have left the
marketing industry with is the great marketers and teams
that have worked with me throughout the years, and today
the majority of these people have high management
positions which gives me a great pleasure and personal
satisfaction.
Tell us about Glava holding and its foundation pillar.
Glava with its 19.3 billion views on its YouTube channels
and via its core 4 brands, Music is my life, Watary, Deepiu
and Stardom Hype is proudly the only 360 group in MENA
when it comes to music and entertainment offering
complete support to musicians. We are the only ones who
unite arts and science under one formula. It is the only
GloCal (global while remaining extremely local) Group in
MENA with several repetitive success stories.
How does Glava holding promote workforce flexibility,
and what is your role in it?
In Music and Entertainment, you have to be flexible, and
the environment has to be fun and healthy. Our employees
can work from any place; we are keen that they have their
days off and are always compensated.
What is your take on technology’s importance, and how
are you leveraging it?
Back in the days when I started my career, we used to suffer
from the lack of data, we used to get limited info that we
had to use, but now it is the opposite; we have an excess of
data. So, AI and software are a must in any company as the
world is changing by the second. Trends go viral in no time,
so you should constantly be updated. As mentioned above,
at Glava, we unite arts and science under one formula, so
we have a lot of tools, an AI, and several software that all
employees have access to.
What are your goals in the upcoming future?
With Glava, we have set ourselves extremely ambitious
objectives; as a CMO, I am in the process of creating a
massive structure for the Business Development Depart-
ment across all MENA, where I have set a target to meet,
which exceeded last year's by far (Quadruple) and as MD
for both Deepiu and Stardom Hype, we are looking to
expand the e-commerce in all its shape and opportunities,
be it digital with amazing NFT concepts in the WEB 3 or
physical and adding a true ROI for brand celebrity endorse-
ments.
What advice would you like to give the next generation
of aspiring business leaders?
I’d like to quote Darwin “It is not the strongest of the
species that survives nor the most intelligent that survives;
it is the one that is the most adaptable to change.”
With all the technological advancements and the fast pace
that our world is going, the next generation should be open
to the idea of change, be more flexible, and accept that fact.
They have unlimited access to data; they should do more
research and realize that really sky is no longer the limit.
I am passionate
about life,
consumers, and the
incredible diversity
and opportunities
their needs offer.

Instilling Pride in Bombardier
È
ve Laurier, Vice President of Communications,
Marketing and Public Affairs at Bombardier, is
leading the company’s community and government
engagement, its employee and customer outreach, and
stewarding the brand journey internally and externally,
around the world. Insights Success caught up with Ève to
learn more about her journey and what makes her such an
influential leader.
Below are the highlights of the interview:
Brief our audience about your journey as a business
leader until your current position at Bombardier. What
challenges did you have to overcome to reach where you
are today?
Working as a marketing and communications professional
enables me to shape the development and evolution of
products and services, while supporting audience
interpretation and understanding of benefits. Creating, and
protecting reputations and instilling pride is essential for
continued business success. Stewarding brands externally to
global audiences and internally to colleagues is incredibly
stimulating. It is also critical for audience acceptance,
which makes it one of the more challenging areas of
marketing any brand, and one of the more challenging
elements of my career journey.
Overcoming these challenges both at agency level and
client side has helped me develop a 360- business
perspective, which combined with more than two decades
of experience is supporting my stewardship of the
Bombardier brand well.
Tell us something more about Bombardier, its mission
and vision.
Headquartered in Montréal, Canada, Bombardier is a global
leader in business aviation, with a worldwide reputation for
creating innovative and game-changing executive aircraft
for a demanding international audience. The mission of our
exceptionally talented workforce is to deliver superior,
world-class experiences that set new standards in passenger
comfort, reliability, safety, product innovation, while
respecting the environment through a commitment to a
sustainable future. Our vision does not stop once an aircraft
transaction completes. Bombardier stays with the customer
along their ownership journey providing superior customer
support through dedicated service centres, mobile teams
and a singular ambition to ensure that the Bombardier
ownership experience is exceptional.
On an environmental and social front, Bombardier is a
signatory to the United Nations’ Global Compact,
promoting its key principles on human rights, labour, anti-
corruption and the environment. Our ESG plan is aligned
with the United Nations Sustainable Development Goals
(SDG), focusing on those where we can have the greatest
impact. I am particularly passionate about our role in
helping propel the widespread use of Sustainable Aviation
Fuel, or SAF, at Bombardier and throughout the facilities. It
is an important pillar toward our industry to significantly
lower CO2 emissions and SAF is a powerful solution as it
can be used by existing aircraft.
Enlighten us on how you have made an impact in the
Aerospace niche through your expertise in the market.
I am delighted to leverage my skills to communicate the
strength and depth of the Bombardier products, philosophy,
and brand to our global customers. As we adhere to our
pledge for a sustainable future, we are proud of the level of
employee engagement that is making the commitment to
this goal possible. We have invested significantly in making
our operations and facilities more environmentally friendly,
and we continue to invest in sustainability through our
R&D. It’s also very important to me that we continue to
lead industry engagement in the education and adoption of

sustainable aviation fuel. From this solid foundation we are
glad to be inﬂuencing our own community, government,
industry colleagues and customers’ thoughts about
environmental responsibility. Through messaging,
communications, and marketing I am pleased to be making
an impact by changing the environmental narrative from
what the aviation sector is negatively contributing, to what
we are positively achieving – it is a monumental
transformation for me, Bombardier, and the industry as a
whole.
As the aerospace industry continues its evolution, the need
to attract a more diverse workforce is essential. We are a
multinational organization present in 14 countries, and we
are proud of the number of nationalities that are represented
amongst our colleagues. We also recognize that it is our
responsibility to create a more inclusive workforce and
increase the number of under-represented groups in our
teams, which through solid communications about the
working environment, attracts a broad set of applicants. As
a female senior executive, I am already playing my part in
achieving this goal!
Don’t wait
for the
opportunities,
make them,
and be sure to
take them.
“
“
Ève Laurier | Vice President of Communications, Marketing and Public Affairs | Bombardier

Undeniably, technology is playing a significant role in
almost every sector. How are you leveraging
technological advancements to make your solutions
resourceful?
Bombardier’s technological advancements have a
sustainable impact and thanks to visionary design and
development our flagship aircraft, the Global 7500 aircraft,
is the first business jet to have an Environmental Product
Declaration (EPD). This third-party audit provides detailed
information about the aircraft’s life cycle environmental
footprint. As the first business jet conceived with this
approach it clearly highlights Bombardier’s commitment to
its overarching environmental sustainability strategy.
Exemplifying our industry-leading stance is the creation of
the global sustainable aviation fuel (SAF) initiative.
Bombardier is a key member of the Business Aviation
Coalition for Sustainable Aviation Fuel, and we’re proud to
be significantly contributing to encouraging the increased
uptake of, and demand for, the carbon emissions reducing
fuel. We recognise our responsibility to the planet and
remain committed to delivering exceptional products for
our customers and the environment.
If given a chance, what change would you like to bring
in the marketing industry?
Bombardier is already instigating change in the marketing
sector by breaking down silos that have traditionally existed
along the business jet ownership supply chain. Formerly
explicit product details were the focus of marketing activity
however we are evolving our strategy to enhance the
customer experience through the forging of an innovative
suite of relationships with a diverse set of aviation
companies.
By facilitating simplified access to leading providers of
essential aviation services through the Bombardier brand
we can deliver a seamless operational experience that saves
time, money and reduces workload.
In Singapore we have enriched our maintenance, repair and
overhaul offering by forming a strategic relationship with
award winning fixed base operator Jetex. Through their
private terminal at Seletar Airport, Jetex offers state-of-the-
art flight planning, concierge, fuel, and other ground
support services. We have a similar relationship with
Signature Flight Support in the U.S. and Europe, providing
our customers with a suite of multi-faceted initiatives that
transform and enhance the service experience at our
facilities. From arrival to departure customers have access
to all the elements necessary for a seamless operational
experience.
This breaking down of silos changes the marketing
landscape as we move away from marketing aircraft and
add value by defining a holistic customer lifestyle approach.
Where do you envision yourself to be in the long run
and what are your future goals for Bombardier?
As a senior executive at Bombardier, I’m in the privileged
position of being able to support company growth, evolve
its reputation, deliver the sustainability message effectively,
and influence industry changes and attitudes in terms of
attracting women and under-represented groups to the
sector. This will not only enhance the Bombardier business,
but it will effect positive change within the industry as we
lead by example.
I also want to demonstrate the human side of Bombardier
through creative storytelling – building a strong narrative
that resonates with authenticity and inspiration. I’m
passionate about telling Bombardier’s story through the
eyes of its people. Our dedicated and highly skilled
workforce give the best of themselves each day and it
reflects in the quality of our products and services. It’s
important to convey the story from their perspective to
reveal the human spirit behind our world-class organization.
What would be your advice to budding entrepreneurs
who aspire to venture into the marketing sector?
There is no single piece of advice that will make an
entrepreneur successful as there are so many factors in play,
but you must believe in yourself and your goals. Don’t wait
for the opportunities, make them, and be sure to take them.
Surround yourself with positive people who have similar
goals and aspirations. Don’t think too hard about all the
things that you can’t achieve, focus on those you can, and
the rest will follow.

arketing has been the real essence in the
Muplifting of any Organization in the long run.
While there are a number of other parameters
that foster a business, marketing certifies to be the base of
it, upholding the awareness and reach it requires, printing
its mark worldwide.
For all firms, whether any poor start-up or an MNC giant,
an effective marketing strategy can serve as a pivotal road-
map for the entire business. By developing a coherent and
well considered marketing strategy, organizations can
promote their business, target the right types of client and
allocate their resources correctly, all while safeguarding the
reputation of the firm.
Because one parameter of a marketing plan affects all of the
others, synchronizing activities is critical to eliminate
obstacles and maximize profits. A marketing strategy looks
at all the areas of the sales activities and helps each one
support the next.
One of the most important aspects of any marketing
strategy relates to recognizing growth opportunities. This
can be efficiently done by using the SWOT analysis. Once
an organization identifies its strength, weaknesses,
opportunities and threats of any marketing scheme, it
becomes easier to en-cash those opportunities and
reconsider what course or action should be taken to
eliminate prevalent threats.
The underlying focus of the organization’s marketing
strategy should be based on the concept of developing and
increasing awareness of the company’s brand, and also on
developing trust assurance in that brand. A company’s
credibility or service is its most important asset. Hence,
attempts should be made to enhance and protect it during
the course of the marketing process
.
Understanding how to create an integrated marketing
strategy is the key help to make better individual decisions
with respect to specific marketing tactics. In order to
achieve this, organizations must implement robust and
efficient marketing strategies as quickly as possible. All the
key components of a marketing strategy, if catered and
applied in the best manner, helps to design and manufacture
successful business.
Here are some of the crucial parameters that play a pivotal
role in successfully implementing and nourishing effective
marketing strategies.
Goals and Objectives
As with all the plans, goals and objectives are the origin of
any target-oriented organization. Without a proper mix of
these objectives according to the prevalent resources, a
company proves to be inefficient in the long run.
It can begin by thinking through goal-specific
accomplishments, identifying basic marketing objectives,
The
Significance an
of
Effective Marketing
Strategy
Marketing
Strategy
Reforming Benchmarks

which may include some of the following aspects:
Ÿ Increased brand recognition
Ÿ Growth in the market share
Ÿ Market to New Customer Segments
Ÿ Digitization
Investment, Budget and Revenue
Once the objectives for the business are fully determined,
the concept of On-margin investments, Budget and End
revenue come into play. However, there is never enough
budget to cover all the marketing ‘wish-lists’ adequately.
The process of Investment is iterative and operates
continually. It may be a function of:
Ÿ Coming up with budget to shelter all the marketing
needs
Ÿ Identifying the objectives that are more critical and
inclined towards the success factor and reallocating
budget meet top-priority objectives on a ‘ﬁrst-serve’
preference.
Ÿ Searching for innovating ways to stretch the marketing
budget. For example, content development, low-cost
crowd outsourcing etc.
Ÿ Constructing a big picture view and reviewing the key
marketing thrust areas. Others parameters such as spend
comparison, consumption of utilization channels,
website optimization etc. should be fetched under
consideration.
As far as revenue is considered, a marketing strategy is
used to determine the revenue that the campaign will
deliver. All of the parts that go into determining revenue,
including the budget allotted to the campaign, product cost,
selling price and the life span of the product, should all be
considered while developing the marketing strategy. The
estimated End-Revenue can be measured against the actual
revenue, and that information can be used to create future
marketing strategies that are more successful.
Target Audience and Buyer Journey
Tracking and analyzing the dynamic and changing needs of
the audience under radar is pivotal in eﬀective marketing.
Identifying the demographic and psychographic
characteristics of the target audience aids to re localize the
radius under consideration. Based on the available data,

Ÿ Traditional marketing channels (TV, Radio, Newspaper,
Direct Mail etc.)
Ÿ Digital Marketing Channels (Website, Mobile
applications, Social platforms, online advertisements
etc.)
Ÿ Content Marketing (Blogs, Newsletters, e-books, Info-
graphics etc.)
Competition
Though the role of competition in devising an optimal
marketing strategy is limited, it helps to draw comparisons
among identical products and groups, providing scope for
‘brand-improvements’. In order to symbolize a powerful
campaign, marketing strategy needs to offer a detailed
description of the competition, according to the small
business experts at the Center for Business planning.
The objective of the marketing strategy is to provide
historical information on how the competition has
advertised products in the past, the target market the
competition goes after and the product features that the
competition offers. Some other factors include competition
pricing, the competition’s distribution network and the sales
strategies, which are also a part of the comprehensive
marketing strategy.
segmentation should be done to provide qualified and need-
based resources.
A buyer persona is a fictional representation of your ideal
customer based on statistical market research and the
prevalent data about your existing customers. After
developing buyer personas, developing the Buyer Journey
for each single persona and its interaction with the brand is
considered to be the key to implement trust and satisfaction
among the target audiences.
Media and Messaging
Messaging is a process which signifies the firm’s intentions,
and informs the actual purpose of your business to the
external world.
Based on a detailed evaluation of how target is reacting
with the various components of the brand, establish an apt
messaging media, tone, selling propositions and key terms
that are likely to resonate the most.
Determining the Channel Mix
Ÿ Analyze and decide where the business would get the
most Return on Investment (ROI). This can be done by
echoing the channels around three road categories:

Changing the Face of Organ Transplantation
Difference makers can drive meaningful changes
that touch people's lives at different levels.
Leveraging her MIT background and passion for
making a difference in the lives of others, Sasha King has
led a remarkable patient-centric approach to scientific
innovation and commercial growth since she joined
CareDx as the Chief Marketing Officer.
Sasha's passion for impacting patients' lives has helped
CareDx deliver a new standard of care for patients who've
traded end-stage organ failure for a second chance at life
with an organ transplant. She has also helped simplify
patients' day-to-day lives by rolling out at-home blood
testing for immunosuppressed transplant recipients during a
global pandemic.
Together with her colleagues, Sasha launched new
diagnostic products that enhance care for patients living
with a donated heart, kidney, liver or lung and patient-
centric digital applications that help improve complex
medication adherence regimens.
Leading with Innovation
Sasha states CareDx is fully and exclusively dedicated to
transplant patient care, focused on solid organ transplants
with an acute medical need. She notes, “We help people
who are experiencing end-stage organ disease where a vital
organ – their heart, their kidneys, their liver, or their
lung(s) – are failing, and they need to receive a new one to
survive. It's a patient population where transplantation
makes miracles happen, taking recipients from their very
worst medical state to a new lease on life.”
When CareDx was founded 20 years ago, it focused on new
emerging technology and identifying the best market fit
based on the technology itself. The company looked at
every place where its proprietary gene expression
diagnostics could be impactful. Early on, the company
decided to focus on heart transplants, where there was a
significant unmet medical need, and available products
were invasive and lagging indicators of heart rejection.
CareDx was the first to introduce a non-invasive blood test
to assess transplanted organ health.
Sasha mentions that eight years ago, around the time the
company went public, the company's former CEO, Peter
Maag, put a firm stake in the ground and decided to focus
exclusively on transplant patients. It wasn't enough to offer
a test to identify rejection. He wanted to expand its mission
to help transplant recipients at every stage of their journey,
pre- and post-transplant – from organ matching to waitlist
support to post-transplant surveillance to medication
adherence.
The company name was changed to CareDx, revitalizing
the course for the company. After launching AlloMap
Heart, the world's first non-invasive test to monitor immune
quiescence, it realized it needed to evaluate multiple
dimensions of organ health. Sasha shares, “We acquired the
initial intellectual property behind AlloSure ,a tool that can
measure donor DNA levels in a recipient's body – a key
measurement to inform post-transplant care. Since then,
CareDx has spent years in research and development to
clinically validate AlloSure for heart, kidney, and lung
transplantation.”
CareDx is now plowing new frontiers in multimodality
diagnostics, combining gene expression tests with donor-
derived cell-free DNA (dd-cfDNA) to give transplant
physicians the earliest and most comprehensive picture of
post-transplant organ health, enabling timelier, tailored
medical interventions if problems arise.
®
®

Sasha King
Chief Marketing Officer
CareDx

“
“
Denting the Universe
As the company grew and new products were introduced,
Sasha worked with her team to build out sales, marketing,
and customer care teams, and supporting reimbursement to
ensure AlloSure was readily available for all transplant
patients. In contrast, previous solutions for transplant
patients were either lagging indicators of organ damage or
invasive biopsies. Sasha mentions, “We were able to
introduce a completely new, advanced molecular tool that
has provided early detection for patients and clinicians. If it
wasn't for our solutions, you'd hear about patients who
would be on a very different trajectory and may have lost
their organs. It's incredibly compelling when you think
about the impact we're having on transplantation.”
Embracing Technology
Sasha realized early on that CareDx's success depended on
a very high touch personalized service to support the
logistics of blood draws and test-report generation. She
understood that logistics should never be a barrier to
physicians' ability to deploy next-generation, non-invasive,
post-transplant tools. Thus, CareDx has patient care
managers who call patients and schedule their blood draws,
simplifying the process for transplant recipients, their
patient care team, and providers.
RemoTraC , a mobile phlebotomy service, allows patients
to draw their blood from their homes. It became an essential
service when the COVID-19 pandemic hit. Sasha notes,
“Transplant patients are immunosuppressed and at higher
risk of severe disease, so going into healthcare settings
during a global pandemic is incredibly dangerous for them.
They need to be able to do their blood draws from home,
safely. Luckily, we already had that service in place, but we
expanded it to support all patients during the height of the
pandemic. The service has helped keep people safe, so only
those who need to be in the physician's office with a serious
issue go in.”
Since CareDx's inception, it has helped more than 80,000
transplant patients with its testing services. Twice a month,
the company hosts patient webinars and thousands
subscribe to their newsletter to stay on top of the science
and the latest research. As a transplant company, CareDx
plays an exciting role with its digital platform to bring
transplant patients together, so they can talk to each other,
learn from each other, and support each other.
The Next Big Step
CareDx is moving into monitoring the health of cancer
patients after receiving allogeneic cellular therapies and
stem-cell transplantation. Sasha asserts, “When you
transplant someone else's stem cells or bioengineer
somebody's cells, that is a form of blood-based or cell-
based transplantation. You now have a cell with DNA that
is not your own. This is an area where we specialize, so
we're excited to apply our organ transplant experience and
move into these new areas to provide our expertise to
support our patients and expand that definition of
transplant.”
Bequeathing Brilliance
Sasha advises aspiring entrepreneurs venturing into the
marketing sector to take feedback effectively and be
comfortable with pivoting and making changes that can be
a significant enabler of success. Sasha says, “I've seen
people be successful in marketing who come from a wide
variety of backgrounds. What they have in common is a
growth mindset. That's something I always look for on my
teams. In marketing, you need to be comfortable and thrive
in change.”
“I also think it's incredibly important to follow your
passions. At CareDx, we love taking care of transplant
patients. If you have a passion for your mission and a vision
for change, you're going to be well-situated to shift into the
kinds of strategies that will make you successful," Sasha
concludes.
®

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