From Vision to Global Brand: The Story of Kristina Cimo and Bellus Labs

1. Unlocking the Power of Black Friday Marketing Strategies WWW.CIOWOMENMAGAZINE.COM | MAY 2025 for Maximum Success Pg. 38 Culture and Untouched Stories Rapa Nui Revealed- How the Moai Statues Reflect a Lost Pg. 28 Economist Who Redefined Claudia Goldin The Leslie Chapus Vice President Azenco Outdoor Equality Pg. 10 Empowering Business WOMEN TO WATCH Shaping Shaping – 2025 the Future of OUTDOOR DESIGN AND EXPERIENCE The Most

3. Erika Davis Shweta K. This list is NOT a ranking. The companies on listed in magazine serve different aspects of the market, making ranking them in any order except revenue impossible and unfair. We try to bring a perfect platform for business organization to showcase their valued products/ services. Copyrights © CIO Women Magazine | 2025. All Rights Reserved. The images and content included in this magazine should not be copied, transferred or reproduced in any form or by any means, electronics, mechanical, photocopying, recording, otherwise, without proper permission from CIO Women Magazine. CIO Women Magazine solely owns all the reprint rights.

4. "The purpose of education is to turn mirrors into windows." - Sydney J. Harris. Power, Progress, and Possibility! Dear Readers, As we usher in a new year filled with promise and potential, it is with immense pride and excitement that we present to you our latest issue, “The Most Empowering Business Women To Watch – 2025.” At CIO Women Magazine, we have always believed in the transformative power of leadership, and this edition celebrates the remarkable women who are reshaping the business landscape with vision, resilience, and innovation. Today, women leaders are not just participating in change—they are driving it. Across industries, from technology and finance to healthcare and sustainability, they are setting new benchmarks of excellence, leading global teams, and building legacies that inspire the next generation of leaders. The women featured in this special issue are pioneers in their fields. They are not defined by titles alone, but by the impact they create, the communities they uplift, and the courage with which they lead. Each profile in this issue is a story of perseverance, intelligence, and purpose. These women have broken barriers, challenged conventions, and remained unwavering in their pursuit of progress—not just for themselves, but for others. Their journeys remind us that true empowerment is about more than success; it’s about opening doors for those who follow. On the cover of this issue, we have featured Leslie Chapus, the Vice President of Azenco Outdoor. Leslie is one of the influential leaders who play a key role in driving the company’s global growth and international strategy. Additionally, she manages the coordination among the distribution network, material suppliers, and marketing teams. We thank our readers, contributors, and the extraordinary leaders featured in this edition for allowing us to be a part of their journey. May their stories ignite ambition and embolden dreams around the world. Here’s to the women leading us into a more inclusive, dynamic, and empowered future. Utkarsh D.

5. Leadership in Sports: Building Champions On and Off the Field Higher Education, Take Two: Returning To College After Dropping Out Read More>> Read More>> Top Strategies for Streamlining Your Business Operations How Exactly Can You Boost Your Graduate Employability? Read More>> Read More>> Aged Care Reform in 2025: Australia Faces Critical Crossroads Amid Baby Boomer Surge Clair Obscur: Expedition 33 Draws High Praise as “JRPG’s Baldur’s Gate 3” Apple Eases App Store Restrictions, Opening Doors for Crypto and NFT Transactions Why Oblivion’s Magic System Still Outshines Skyrim’s Read More>> Read More>> Read More>> Read More>>

6. COVER STORY 20 Leslie Chapus

7. First Lady Women 10 Claudia Goldin The Economist Who Redefined Equality Monuments 28 Rapa Nui Revealed- How the Moai Statues Reflect a Lost Culture and Untouched Stories Article 38 Unlocking the Power of Black Friday Marketing Strategies for Maximum Success

10. “Someone” being the first of “something.” Each one of us has dreamt to be that someone, to achieve that something. However, time wipes out this dream we had, or we do sometimes, and “be more practical,” as they say. The weight of practicality often dims our ambition, forcing us to take the safer path. It makes us feel small and inevitable, like a cockroach. However, Claudia Goldin's dream was not fleeting. Her journey, driven by an insatiable curiosity and a commitment to societal betterment, led her to shatter all barriers and become a trailblazer in the field of economics. It was a crisp October morning in 2023 when the world learned that Claudia Goldin, a distinguished economist from Harvard University, had made history. Winning the Nobel Prize in Economic Sciences—the first solo woman to do so—for her groundbreaking research on women’s labor market participation. To many, it marked the culmination of decades of relentless pursuit of knowledge, but for Claudia, it was a milestone in a lifelong journey. A journey to dissect, understand, and flourish gender, labor, and history. Claudia Claudia The Economist Who Redened Equality 10

11. Claudia Claudia GOLDIN CIO Women Magazine | 11

12. The Roots of Curiosity Born in 1946 in New York City, Claudia Goldin grew up in a world still grappling with rigid gender roles. A curious child, she excelled academically, eventually earning her undergraduate degree from Cornell University and later, her PhD from the University of Chicago. Initially drawn to microbiology, Claudia’s path took an unexpected turn when she stumbled upon the field of economics. She was captivated by its potential to dissect societal structures and explain human behavior. At the University of Chicago, Claudia found herself amidst towering intellectuals like Gary Becker and Robert Fogel. Their mentorship ignited her passion for economic history and the ways economic forces shape society. It was here that Claudia began to realize the power of data in rewriting narratives long accepted as truth. Forging a New Path in Economics Claudia’s career has been nothing short of revolutionary. Her work primarily focuses on the intersection of economics and gender, a field that, before her, had been largely unexplored. In her seminal book, Understanding the Gender Gap: An Economic History of American Women, she traced the evolution of women’s participation in the workforce. With meticulous data analysis, she illuminated how societal norms, education, and economic incentives influenced women’s labor choices over centuries. Goldin’s research revealed that the “pink collar” phenomenon—women being relegated to specific job types—was not merely a matter of choice but a consequence of historical and structural forces. Her insights helped dismantle myths surrounding gender and work, offering policymakers a clearer lens through which to address economic inequalities. The Quiet Revolution One of Goldin’s most notable contributions is her concept of the “quiet revolution” in women’s labor market participation. She identified the mid-20th century as a turning point when women began to invest heavily in education and careers. Unlike previous generations, who entered the workforce out of economic necessity, this new cohort sought fulfillment and identity through their professions. Goldin’s research underscored the importance of flexible work environments and policies that support work-life balance. Her findings influenced debates on parental leave, childcare subsidies, and workplace equality. Today, her work remains a cornerstone for advocates striving to close the gender pay gap. 12

13. Claudia’s Nobel-Winning Work The Nobel Committee honored Claudia Goldin for her decades-long efforts to build a comprehensive framework for understanding women’s labor force dynamics. Her research provided a historical perspective, showing that the gender pay gap is not merely a modern issue but one rooted in centuries-old practices. Through detailed statistical analysis, Goldin demonstrated how changes in education, fertility, and societal expectations influenced women’s earnings relative to men. She also explored how the nature of jobs and industries has affected the gender wage gap, pointing to the need for systemic change to achieve true equality. CIO Women Magazine | 13

14. 14

15. To better understand Claudia Goldin’simpact, consider these statistics: The Pay Gap Over Time: In 1980, women earned 60 cents for every dollar earned by men. By 2020, this had risen to 82 cents, thanks in part to policies influenced by Goldin’s research. Women in Higher Education: In the 1960s, only 8% of American women completed a bachelor’s degree. By 2020, that number had climbed to 35%. These visualizations not only highlight progress but also underscore the distance still to be traveled. CIO Women Magazine | 15

16. Lessons for the B2B World Flexible Work Structures Data-Driven Policies Investment in Education Lessons for the B2B World Claudia Goldin’s work offers valuable lessons for businesses aiming to foster diversity and inclusion: Data-Driven Policies: • Just as Goldin used data to unravel gender dynamics, companies can leverage analytics to identify and address disparities within their organizations. Flexible Work Structures: • Goldin’s research highlights the importance of flexibility in retaining top talent, particularly among women. Investment in Education: • Encouraging continuous learning and professional development mirrors the educational trends Goldin emphasized as transformative for women. 16

17. Conclusion As we celebrate Claudia Goldin’s contributions, it’s clear her work is far from over. The challenges she has identified—from the persistent pay gap to the undervaluation of flexible work—remain pressing. However, her research provides a robust foundation for tackling these issues head-on. In her own words, Claudia reminds us: “The future is not a straight road but a complex one, full of twists and turns. Understanding the past can illuminate the way forward.” Claudia Goldin’s story is a testament to the power of perseverance, intellect, and a commitment to societal betterment. Her journey serves as a beacon for all, illuminating pathways to equality and opportunity. CIO Women Magazine | 17

20. Cover Cover S t o r y 20

21. Leslie CHAPUS CHAPUS Shaping the Future of Outdoor Design and Experience Vice President | Azenco Outdoor The outdoor living industry is seeing a notable increase in women taking on leadership roles that promote inclusivity and empowerment. These female leaders are important for shaping the future of the industry, as research shows that outdoor experiences can greatly benefit women's lives. Their work in reducing the gender gap and creating opportunities for women improves decision-making, innovation, and encourages more women to participate in outdoor activities. Leslie Chapus, the Vice President of Azenco Outdoor, is one of these influential leaders. She plays a key role in driving the company's global growth and international strategy. Additionally, she manages the coordination among the distribution network, material suppliers, and marketing teams. “Build what you believe in!.” CIO Women Magazine | 21

22. Leslie believes in this idea and feels that authenticity and passion are the best foundation for success, and this belief guides her decisions. With over 15 years of experience in the outdoor living industry, Leslie aims to turn outdoor spaces into personalized areas for relaxation and enjoyment. 52% Year-over-Year Growth in 2024 Leslie wishes more people understood that “empathy and emotional intelligence are powerful leadership tools. They build stronger teams and create a lasting impact.” Azenco Outdoor Performance Highlights The Passion for Outdoor Living Leslie started her career in the outdoor living industry with Azenco Group in Europe, where she gained a strong understanding of design and manufacturing. When the company expanded to the U.S., she co-founded Azenco Outdoor to offer luxury, customizable outdoor solutions to the North American market. Today, Leslie is in charge of product strategy, branding, and business development across the U.S., Canada, and the Caribbean. Leslie has always been attracted to spaces that bring people closer to nature. Early in her career, she saw a need in the market for products that blended function, innovation, and clean design. This realization led to the founding of Azenco, which aims to redefine how outdoor living can improve both the value of homes and the overall lifestyle of their owners. Innovative Outdoor Living Azenco Outdoor began with a straightforward but impactful idea: to create outdoor structures that blend with their surroundings and meet customers' practical needs. Founded in the USA with European design influences, Azenco Outdoor offers a variety of products, including pergolas, patio covers, carports, and cabanas, all crafted with artistic design, precise engineering, and high-quality materials. Believing that life is better outside, the company designs and manufactures innovative products that help people enjoy their outdoor spaces. It merges creativity with the latest home automation technology to offer products that fit various lifestyles, suitable for both residential and commercial outdoor areas. Azenco Outdoor's mission is to create modern, smart, and high-quality outdoor structures that enhance outdoor spaces. Leslie works to ensure that every aspect—from design to customer service—reflects the company’s commitment to innovation and excellence. 22

23. 98% Customer Satisfaction Rating Dealer Network Tripled Since 2020 Cover Cover S t o r y CIO Women Magazine | 23

24. Cover Cover S t o r y CHARLES CHAPUS CEO 24

25. Challenges and Milestones Building a Sustainable Future One of the biggest challenges Leslie faced in her role was scaling a premium brand during a global supply chain crisis. She addressed this issue by investing in local sourcing and building operational resilience. Additionally, maintaining quality while growing rapidly has required constant adjustments and adaptations. Azenco Outdoor is actively incorporating eco-friendly practices into its operations and product development. It uses recyclable aluminum, eco- friendly powder coatings, and modular designs to minimize waste. Additionally, the company is introducing solar-ready products and working towards achieving LEED compliance, demonstrating its commitment to sustainability. Leslie mentioned that Azenco Outdoor is exploring exciting collaborations with luxury hospitality brands and technology companies to broaden its reach and improve the connected outdoor experience. The partnership with Hunter Douglas has been the first step in this direction. Under Leslie's leadership, Azenco Outdoor has achieved several significant milestones. The company has experienced double-digit growth year after year, expanded its dealer network across the country, and formed a strategic partnership with Hunter Douglas in 2024. Additionally, it has introduced new product lines, including the award-winning R-Blade and R-Shade pergolas. Leadership Approach Leslie approaches leadership with an emphasis on transparency and trust. She values input from everyone in the organization, celebrates successes, and fosters a culture of autonomy, accountability, and respect. What Sets Azenco Outdoor Apart In a competitive market, several unique elements distinguish Azenco Outdoor from others in the industry. Its products are fully customizable and designed to fit seamlessly with various architectural styles. The company uses high-quality powder-coated aluminum, incorporates smart features, and provides exceptional service through its dealer network. This approach ensures a personalized experience for customers from beginning to end. ANGEL F. technical director The Vision for Innovation and Growth Leslie cultivates innovation and forward- thinking within her team and the entire organization by involving every department in the idea-generation process. The team prioritizes staying ahead of trends and invests in research and development. For Leslie and Azenco, innovation is about creating new products and enhancing their work processes, sales strategies, and customer service. In the short term, Leslie plans to open a facility in Texas to better serve the West Coast. In the long term, her goal is to develop more products and expand Azenco Outdoor's presence throughout Central and North America. CIO Women Magazine | 25

26. Women’s Corner 1. Who has been your greatest inspiration or mentor in your professional journey? My greatest inspiration is my husband. He is a visionary and a problem- solver who challenges and supports me every day. 2. How do you balance the demands of leadership with your personal passions and family life? I balance these demands by setting clear boundaries, prioritizing being present, and embracing flexibility. I’ve learned to delegate tasks and trust my team, which allows me to focus on what matters most, both at work and at home. Passion, Purpose, and Progress in Outdoor Living Leslie has shown that when leadership is guided by passion and purpose, great things can happen. She has taken Azenco Outdoor from a bold idea to a thriving brand that continues to transform outdoor spaces into functional, beautiful extensions of the home. Her ability to combine European design with North American innovation sets Azenco apart in a crowded market. But perhaps her most impactful quality is her leadership style, centered on empathy, emotional intelligence, and empowerment. As she looks toward the future, Leslie remains focused on growing sustainably, creating smarter products, and encouraging her team to think big. In doing so, she’s not just building better outdoor spaces—she’s building a better future for the entire industry. Open Letter to Emerging Leaders Dear Aspiring Professionals, Be curious, adaptable, and focused on your customers. Success in the industry comes from having a deep understanding of your market and being bold with your ideas. Embrace these qualities as you embark on your journey. Leslie Chapus, Vice President, Azenco Outdoor 26

27. CIO Women Magazine | 27

30. The sea's endless expanse stretched before me, the azure waves holding the horizon in its arms. It was a serene April day in 1722 when I, Jacob Roggeveen, a Dutch navigator, set foot on an island unlike any I had ever seen. We had set out to find Terra Australis, but destiny had other plans, leading us to this hidden, unknown land, which we later named Easter Island, or as the indigenous people called it, Rapa Nui. As I stepped ashore, the air whispered ancient secrets, and the land felt alive, charged with energy from its towering Moai—stone statues that dotted the landscape. Their stoic faces, carved with intricate detail, seemed to gaze toward the sky, guardians of a civilization long past. 30

31. CIO Women Magazine | 31

32. Easter Island, a volcanic island in the Pacific, holds a history as layered as its rugged terrain. Settled around 1200 CE by Polynesians, the island's early society thrived, marked by its remarkable ability to adapt to limited resources. The Moai statues, numbering over 900, were the centerpiece of their culture, embodying ancestral worship and spiritual connection. These statues, crafted from volcanic tuff, range from 6 to 33 feet in height and weigh several tons. They were transported from the Rano Raraku quarry across the island—a feat of engineering that still baffles experts. Yet, with time, the very success of this civilization sowed the seeds of its decline. Overexploitation of resources led to deforestation, soil degradation, and eventual societal collapse, a cautionary tale of ecological mismanagement. Fact: Some moai statues feature red “pukao” hats made from scoria, symbolizing power and status. As I wandered the island with my crew, I was struck by the desolate beauty of the place. The Moai stood in silence, their backs to the sea, as though guarding something sacred inland. The native Rapa Nui people were few, their culture a shadow of its former glory. They greeted us cautiously, their expressions a mix of curiosity and fear. The statues fascinated me. How could an isolated people, with no draft animals or modern tools, create and transport such colossal figures? The answer lies in their innovative methods. Using wooden sleds, ropes, and sheer determination, the Rapa Nui achieved what seemed impossible. I felt both awe and sorrow as I realized the toll this achievement had taken on their environment and society. Fact: Jacob Roggeveen described the island as treeless upon his arrival, but studies suggest it was once covered in lush palm forests that disappeared due to overexploitation by its inhabitants. 32

33. The Moai were more than mere sculptures; they were embodiments of ancestors, symbols of authority and protection. Each statue was placed on an Ahu, a ceremonial platform, signifying its spiritual importance. The intricate carvings, including tattoos on the Moai, spoke of a rich cultural tapestry, blending art, religion, and community identity. Interestingly, the Moai's enigmatic gaze is often misinterpreted. Their eyes, once inlaid with coral and obsidian, faced inland, watching over the tribes they represented. The craftsmanship extended to petroglyphs and rock art scattered across the island, depicting marine life, deities, and everyday activities. Fact: The term “moai” means “statue” in Rapa Nui's indigenous language, and “ahu” refers to the ceremonial platforms on which they stand. One of the island's most compelling mysteries is how the Moai were transported. Recent research suggests the statues were “walked” using a rocking motion, guided by ropes and human coordination. This method demonstrated in modern experiments, aligns with oral traditions describing the Moai as having “walked” to their destinations. It's a testament to the ingenuity and resilience of the Rapa Nui people. CIO Women Magazine | 33

34. Our arrival in 1722 marked the beginning of a tragic chapter for Easter Island. European contact introduced diseases, slavery, and new socio-political dynamics that further eroded the island's culture. By the 19th century, the population had dwindled to a few hundred, and many Moai had toppled, victims of tribal conflict and neglect. Number of Moai ~900 Average Height 13 feet (4 meters) Heaviest Moai ~82 tons Today, Easter Island is a UNESCO World Heritage Site, and efforts are underway to preserve its unique legacy. The indigenous people have reclaimed their identity, revitalizing traditional practices and preserving the Moai as symbols of resilience and ingenuity. On the other hand, tourism plays a vital role in the island's economy, and efforts are being made to preserve its cultural and environmental heritage. The annual Tapati Rapa Nui festival celebrates the island's traditions through music, dance, and competitions. Tallest Moai (unfinished) 70 feet (21 meters) Age of Moai ~800 years Fact: By the 19th century, the Rapa Nui population had dwindled to just over 100 individuals, but today, it has rebounded, and their cultural heritage is celebrated worldwide. 34

35. The Rongorongo script, discovered on wooden tablets from Rapa Nui, is one of the most enigmatic and debated writing systems in the world. This unique script features intricate glyphs depicting humans, animals, plants, and abstract geometric forms arranged in alternating directions, a style known as “reverse boustrophedon.” The script was first recorded in the 19th century by European explorers, who found it on tablets that the islanders reportedly considered sacred. Despite decades of research, the Rongorongo script remains undeciphered. Scholars have struggled to determine if it represents a full writing system, a proto-writing system, or a mnemonic device aiding in the recitation of oral traditions. What adds to the mystery is the near-total absence of cultural context—much of Easter Island's history and knowledge was lost following colonization, disease, and the island's deforestation. Religious Use: Some researchers suggest Rongorongo was used in religious or ceremonial contexts, potentially to document sacred knowledge or to preserve chants and prayers. Mnemonic Device: Another theory posits that it served as a memory aid for oral traditions, with the glyphs symbolizing concepts or stories rather than conveying language phonetically. Historical Records: Others argue it may have been used to record genealogies, events, or astronomical information important to the island's agricultural and navigational practices. Ÿ Ÿ Ÿ The Rongorongo script continues to fascinate linguists, historians, and archaeologists worldwide. Its enduring mystery offers a glimpse into the complexity of Rapa Nui's cultural heritage and a reminder of the fragility of human knowledge in the face of time and external pressures. Facts: The script's unique glyphs are carved with meticulous precision, often into wood from the extinct toromiro tree. CIO Women Magazine | 35

36. Experiencing the Easter Island Today For modern explorers, Easter Island offers a blend of history, mystery, and natural beauty. A visit to the island takes you on a journey through time, with sites like Rano Raraku quarry, where half-carved Moai lie abandoned, and Ahu Tongariki, a restored platform showcasing 15 statues against a stunning coastal backdrop. Beyond the Moai, Rapa Nui boasts volcanic craters, pristine beaches like Anakena, and vibrant local culture. The Tapati Festival, held annually, celebrates Easter Island heritage through traditional dance, music, and competitions. Fact: The moai statues are gradually being restored to their original positions on ahu platforms, thanks to international collaboration and local expertise. Polynesians settle in Rapa Nui 1200 CE Peak of Moai construction 1400-1600 CE Deforestation and societal decline 1600-1700 CE Dutch explorer Jacob Roggeveen arrives 1722 CE Population collapse due to slavery and disease 1800s CE Easter Island declared a UNESCO World Heritage Site 1995 CE Reflec?ons: A Legacy for the Future Standing amidst the towering Moai, I felt humbled by the ingenuity of the Rapa Nui people. Their story is one of triumph, tragedy, and resilience—a reminder of humanity's capacity for both creation and destruction. As the sun set over the Pacific, casting golden light on the statues, I couldn't help but wonder: What secrets remain hidden in this island's soil, waiting to be uncovered? Centuries later, Rapa Nui continues to captivate the world, drawing adventurers, historians, and dreamers. Its legacy is not just in its statues but in the lessons it imparts about the delicate balance between human ambition and environmental stewardship. As its first outsider, I feel privileged to have been part of its story—a story that continues to unfold. 36

38. Black Friday has been one of the most awaited events of every year. It marks the unofficial beginning of the holiday shopping season. Both retailers and customers prepare themselves for this annual event, which is followed by incredible discounts and a flood in sales. During these times, all businesses focus on executing an effective black Friday marketing strategy to increase the hype and gain as many customers as they can. It’s essential for all businesses regardless of being small retailers or big giants, to have a concrete marketing plan for increasing the profits and attracting more customers. In this article, we will explore various proven strategies that can be used for black Friday marketing. They will help businesses to drive traffic, boost sales, and increase visibility. Starting from initial promotion to using social media to filter out the target audience and upgrade customer experience, let’s get into effective campaigns that make your business stand out in the market. 1. Start Early with Pre-Black Friday Hype One of the most important Black Friday marketing strategies is to begin your promotions well before the actual day. Many shoppers are already researching deals in early November or even late October, eager to plan their purchases ahead of time. By teasing your Black Friday deals in advance, you can capture the attention of these early- bird shoppers and generate excitement around your brand. Create a countdown to Black Friday on your website and social media channels. You could also send out "sneak peek" emails to your subscriber list, offering a glimpse of the upcoming deals. This tactic helps build anticipation and ensures that your audience is primed to act the moment your Black Friday sales go live. BLACK FRIDAY MARKETING BLACK FRIDAY MARKETING STRATEGIES FOR MAXIMUM SUCCESS STRATEGIES FOR MAXIMUM SUCCESS 38

39. Unlocking the Power of BLACK FRIDAY MARKETING BLACK FRIDAY MARKETING STRATEGIES FOR MAXIMUM SUCCESS STRATEGIES FOR MAXIMUM SUCCESS CIO Women Magazine | 39

40. 2. Offer Exclusive Early Access to Loyal Customers 4. Use Social Media to Amplify Your Message limited your stock or time-sensitive your offers are, you can motivate shoppers to complete their purchases without delay. Use language like "limited stock available," "while supplies last," or "offer ends soon" in your promotional materials. Add countdown timers on your website and emails to reinforce the time-limited nature of your deals. Flash sales, hourly deals, and doorbusters can also help create excitement and boost urgency-driven purchases. Rewarding your loyal customers with exclusive early access to Black Friday sales can be an effective way to strengthen relationships and increase sales. This can be done by offering VIP-only discounts or giving your newsletter subscribers early access to deals before the general public. This is not only a great way to make your best customers feel valued but also encourages repeat purchases. One of the most successful Black Friday marketing strategies is to foster brand loyalty, as loyal customers tend to spend more and become advocates for your brand. Social media platforms are one of the most powerful tools for driving traffic to your Black Friday sales. As part of your Black Friday marketing strategies, develop a strong social media campaign to engage your audience, build excitement, and inform them of the latest deals and promotions. Use Instagram stories, Facebook ads, and TikTok videos to showcase your top products and exclusive offers. You can also use social media to create urgency with time-sensitive posts and limited- time offers. Encourage user- generated content by asking your customers to share their Black Friday purchases and experiences on social media, which can help build social proof and expand your reach. Don't forget about paid advertising, either. With Facebook and Instagram ads, you can target specific customer segments based on their interests, shopping behaviors, and past interactions with your brand. Invest in retargeting campaigns to remind shoppers who may have visited your site but didn't make a purchase. Social media is a key platform for increasing visibility and driving conversions on Black Friday. 6. Enhance the Customer Experience with Fast Shipping and Easy Returns A successful Black Friday campaign doesn't end at the sale. The post- purchase experience is just as important in building customer satisfaction and loyalty. Offering fast shipping and easy returns can set you apart from competitors and encourage repeat purchases. As part of your Black Friday marketing strategies, communicate clearly about your shipping times, return policies, and any extended holiday return periods. If possible, offer free shipping or discounted express shipping to sweeten the deal. Happy customers are more likely to return to your store and recommend your brand to others, especially when they have a seamless and stress-free shopping experience. 3. Optimize Your Website and Online Store for Mobile A mobile-optimized shopping experience is crucial for any Black Friday sale. In recent years, mobile shopping has surpassed desktop purchases, and a growing number of consumers now complete their Black Friday shopping from their phones. If your website isn't mobile-friendly, you risk losing out on a large chunk of sales. To make the most of Black Friday marketing strategies, ensure that your website is fast, responsive, and easy to navigate on mobile devices. Test your site's load time, streamline the checkout process, and remove any potential friction points that might lead to cart abandonment. The smoother and faster the shopping experience, the more likely consumers are to complete their purchases. 7. Leverage Email Marketing for Targeted Campaigns Email marketing continues to be a highly effective channel for Black Friday promotions. Segment your email list based on customer behaviors, preferences, and past purchases, then create personalized email campaigns tailored to each group. This allows you to deliver relevant offers that resonate with your audience, increasing the chances of conversions. Include clear and compelling CTAs (call to action) in your emails to drive 5. Create a Sense of Urgency and Scarcity One of the most effective Black Friday marketing strategies is to tap into the psychology of urgency and scarcity. Black Friday is synonymous with limited-time offers, which creates a sense of urgency that pushes consumers to act quickly. By emphasizing how 40

41. customers to your site. Use subject lines that build curiosity or urgency, such as "Your Black Friday Deal Is Waiting!" or "Hurry, Limited Time Only!" Email marketing is a cornerstone of Black Friday marketing strategies because it provides a direct line to your most engaged customers. Conclusion Black Friday provides every business with an unmatched opportunity to increase their sales and grow their customer base. But to truly stand out among all competitors in the market, it’s important to refer to outstanding black Friday marketing strategies. Early promotions and developing a sense of urgency among the customers are vital along with capitalizing from email marketing and many more can help us make the most out of this annual shopping event. By aiming at these black Friday marketing strategies, you can maximize the conversation rate of customers, increase brand awareness, and drive trafc to your business. Resulting in the best customer experience to make sure you achieve some loyal customers which will stick along even when this event passes. 8. Bundle Deals and Offerupsell Opportunities Shoppers love to feel like they're getting the best bang for their buck. By offering bundled deals or upsell opportunities, you can encourage customers to spend more while still feeling like they’re getting a great deal. For example, offer discounts on complementary products when purchased together or provide a "Buy One, Get One 50% Off" promotion on select items. These bundled offers not only increase the average order value but also help you clear out inventory faster. It's a win-win approach and one of the smart Black Friday marketing strategies for maximizing revenue during this critical shopping period. 9. Don’t Forget About Post-Black Friday Campaigns While Black Friday itself is important, don't forget about the opportunities that follow. Many consumers continue their shopping spree throughout Cyber Monday and the days leading up to Christmas. Extend your promotions to capture the attention of those who may have missed out on your Black Friday deals. You can also offer exclusive post- Black Friday deals to keep the momentum going. Thank your customers for their purchases and offer them discounts or early access to future promotions as part of your holiday campaign. CIO Women Magazine | 41