Most Influential Leaders in Marketing to Watch in 2024

VOL 07 I ISSUE 09 I 2024 Strategies for Success The Evolution of Digital Marketing Pla?orms, Engagement, and ROI Mastering Social Media Marketing Gareth Cameron

Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.

Marketing Victors n 2024, marketing leadership continues to evolve and setting new benchmarks for success. Whether with the emergence of influential figures who through thought leadership, transformative I redefine industry standards and inspire innovation. campaigns, or advocacy for diversity and inclusion, These leaders are instrumental in shaping the future these leaders exemplify the qualities necessary to of marketing through visionary strategies, cutting- thrive in an increasingly dynamic and interconnected edge technologies, and a relentless pursuit of marketplace. customer-centric approaches. Through the latest edition, we bring forth these From pioneering advancements in AI and data trailblazers who are not only shaping the present but analytics to championing sustainability and ethical also paving the way for future generations of marketing practices, these individuals drive marketers. Their insights, innovations, and meaningful change across global markets. Their ability commitment to excellence serve as a guiding light for to navigate complexities, anticipate trends, and the industry, inspiring others to push boundaries and leverage emerging platforms underscores their pivotal redefine what's possible in marketing in the years to role in shaping the trajectory of digital marketing. come. As we look ahead, their influence extends beyond organizational boundaries, impacting industry norms Prince Bolton Editor's Note

S 08 C O V E R S T O R Y T Gareth Cameron N P R O F I L E S E 14 22 Amber Brock Carla Boyd Redefining Digital Strategies in Leading the Digital Revolution in the A/E/C Sector Cinema Marketing T 26 Tala Alnounou N Ethical Leadership and Innovation in Marketing O A R T I C L E S 18 30 Platforms, Eogagemeot, Strategies for Success aod ROI C The Evolution of Digital Marketing Mastering Social Media Marketing

Pooja M Bansal Editor-in-Chief CONTENT FOLLOW US ON Deputy Editor Anish Miller www.facebook.com/ciolook Managing Editor Prince Bolton www.twi?er.com/ciolook WE ARE ALSO AVAILABLE ON DESIGN Visualizer Dave Bates Art & Design Director Davis Mar?n CONTACT US ON Associate Designer Jameson Carl Featured Person Company Name Brief Email info@ciolook.com As a leader in the industry, Amber uses her innate Amber Brock SALES Mulberry Marketing Co. inquisitiveness and understanding to create an open, honest For Subscrip?on Head Creative mulberrymktg.com Senior Sales Manager Wilson T., Hunter D. environment for her team, coworkers, and customers. www.ciolook.com Strategist Customer Success Manager Watson A. Copyright © 2024 CIOLOOK, All Carla Boyd rights reserved. The content and Sales Execu?veSco? Davis Carla is a multi-award-winning Digital Marketeer with Senior Social & Cineworld Cinemas images used in this magazine should expertise in Social Media, Influencers, Content Marketing, Content cineworld.co.uk not be reproduced or transmi?ed in Copywriting, CRM, and Digital Paid Media. TECHNICAL any form or by any means, Marketing Manager electronic, mechanical, Technical Head Peter Hayden photocopying, recording or Gareth Cameron Gareth is passionate about pioneering innovation, architecting Davies Consulting otherwise, without prior permission Technical Consultant Victor Collins Director of Marketing brands & strategies, working on projects with global reach and davies-group.com from CIOLOOK. & Communications relevance, and, most importantly, making a difference through /consulting Reprint rights remain solely with his involvement. - Consulting SME-SMO CIOLOOK. Research Analyst Eric Smith As a communications expert, Kaylie's approach combines data Community College Kaylie Schmidt analytics with market analysis and human interaction to SEO Execu?veAlen Spencer League of California Marketing, Strategic implement communication and public relations plans that are ccleague.org Communications effective and well received by the target audience. Tala Alnounou Tala, Head of Marketing at LWK + PARTNERS | MENA, is a sales@ciolook.com LWK + PARTNERS | MENA Head Of dynamic design professional, art enthusiast, and versatile lwkp.com storyteller. July, 2024 Marketing

Gareth COVER STORY Cameron Gareth's current goal is to propel Consulting at Davies to become a dominant force in financial services consulting on a Gareth Cameron global scale. Director of Marketing and Communications

nderstanding customers' pain points can help online customer experience. At SMG, he embraced a you position your solution in a way that brings culture of autonomy, risk-taking, and excellence, setting U meaningful change in their lives. Marketing a high standard for himself and his team. owns the narrative, and marketing leaders have the ability to resonate with the target market. It is not Transitioning to London in 2020, Gareth became the about what we think but rather how the target Head of Marketing at Pendragon, where he audience will react, and thus, it is important to do collaborated with CMO Kim Costello to develop a market research. It is also not about us but about what unique online customer journey. This innovative is right for the people. approach gained recognition and was adopted by competitors, affirming his influence in the industry. As the Director of Marketing and Communications, Subsequently, as Head of Marketing at a boutique Gareth Cameron creates an environment that allows finance firm, Gareth spearheaded award-winning his team at Davies to challenge the status quo and push campaigns that reshaped marketing in the specialist the boundaries. As long as things are done for the right finance space. reasons, Gareth and his team always feel safe, inspired, empowered, and supported. Joining Sionic, later rebranded as Consulting at Davies, Gareth assumed the role of Director of Marketing. Navigating Innovation and Influence in the Business Leading the integration and rebranding efforts, he World navigated the challenge of establishing a lesser-known brand in the financial services sector. His contributions In Gareth's professional journey, his Uncle Aubrey were recognized with a Marketing Influencer award at played a pivotal role by introducing him to the property the Marketing 2.0 conference in Dubai. He attributes development business in Johannesburg. Over six years, his success to the dynamic environment fostered by he gained invaluable lessons in business, profit and loss, CEO Craig Sher, mirroring the values he cherished at stakeholder communication, and managing complex SMG. A Customer-Centric Approach responding to changing consumer behaviors amid the situations. This experience laid the foundation for his digitization of platforms like Auto Trader. Recognizing a career, providing him with essential business acumen. Throughout his career, Gareth's unwavering At the core of Gareth's marketing strategy lies targeted significant shift in consumer preferences towards commitment to innovation and excellence in marketing marketing campaigns, driven by robust MI reporting to online engagement, he devised a system enabling In 2015, Gareth joined SMG as the Group Marketing demonstrates his belief that one's identity is gauge consumer response across the customer journey. clients to interact with the dealership entirely remotely. Manager, a prominent motor retail company in South inseparable from their professional endeavors. Through meticulous analysis of consumer data This innovative approach allowed customers to Africa. Under the mentorship of directors Sean encompassing preferences, behaviors, and trends, conduct their own part exchange valuations via a McCarthy and Trevor Meyer and senior dealer principal Keys to Marketing Success Gareth ensures tailored messaging, content, and mobile app and seamlessly structure deals nationwide Stephen Searle, he honed his skills in brand building and advertising to resonate with specific audience by linking to their profiles. Consequently, the Driven by a fervent passion for innovation, Gareth segments. introduction of this app paved the way for the rejects the notion of consistency in marketing, seeing it establishment of a new business unit, SMG Buys Cars, as a barrier to progress and differentiation. Instead, he By prioritizing consumer needs and desires over enabling customers to sell their vehicles to the advocates for pushing boundaries, pioneering novel product-centric approaches, Gareth adopts a dealership using the same streamlined process. Gareth's unwavering approaches, and igniting creativity to captivate customer-centric perspective, focusing on customers and inspire teams. In an era of abundant commitment to understanding the implications of purchasing his A Mindset for Success choices, he believes in challenging conventional norms, product or service for consumers. This approach, embracing change, and leveraging cutting-edge innovation and known as service design, entails reverse engineering Gareth emphasizes that mindset is paramount to technologies to distinguish oneself in the marketplace. the customer journey to align with consumer achieving success. He firmly believes that no amount of excellence in marketing expectations, preferences, and purchasing behavior, technology or streamlined processes can foster Moreover, Gareth emphasizes the indispensable role of demonstrates his belief ultimately delivering value and satisfaction to the innovation unless accompanied by a mindset open to collaboration in achieving success. He asserts that customer. creative thinking. He advocates for creating an that one's identity is cultivating a network of trusted peers is essential for environment where teams are encouraged to think ideation, feedback, and continuous learning. He inseparable from their Revolutionizing Customer Engagement freely and devise inventive ways to engage with believes that isolated efforts limit potential, whereas customers. Throughout his career, he has found that collaboration fosters diverse perspectives, enhances professional endeavors. At SMG, Gareth spearheaded the development of a cultivating such an environment has been instrumental credibility, and unlocks opportunities in uncharted revolutionary digital purchasing customer journey, in nurturing high-performing teams. territories, nurturing professional advancement.

Furthermore, Gareth underscores the importance of Navigating the Cultural and Regulatory Landscape intricacies effectively. Moreover, he recognizes the understanding the customer's pain points. By significance of staying updated on regulatory gaining insight into these challenges, businesses can Gareth emphasizes the importance of continuous frameworks, such as GDPR in the UK and adapting position their products or solutions in a manner that learning through reading, observation, and networking. marketing strategies accordingly to ensure compliance brings about meaningful change in the lives of He believes that staying informed about popular and effectiveness. customers. He stresses the significance of owning the culture and consumer behavior is crucial for marketers. narrative and ensuring it resonates with the target Over the past decade, Gareth has witnessed significant Driving Growth and Global Leadership market. He emphasizes the value of conducting shifts in factors influencing behavior, from the thorough market research to ensure that strategies emergence of social media platforms like Facebook to Gareth's current goal is to propel Consulting at Davies align with the expectations and reactions of the target advancements in generative AI. He acknowledges that to become a dominant force in financial services audience. staying relevant requires actively listening to others consulting on a global scale. With a dynamic team and exchanging ideas to understand the potential spanning the globe, he aims to bolster their efforts with Fostering Innovation and Autonomy impacts of emerging trends. a brand that resonates within the B2B sphere. Gareth recalls receiving advice that deeply resonated In Gareth's experience, the primary challenges often This objective will be realized through meticulously with him: “you must never make anything that you have or stem from cultural and regulatory differences. crafted campaigns that target every stage of the anything that you do an extension of your ego.” Since then, Culturally, different markets exhibit varying reactions marketing funnel, ensuring seamless engagement this principle has remained a guiding force for him. He and nuances, influencing how customers prefer to regardless of where clients enter. He and his team have understands success is not about personal glory but engage with content. Factors such as communication dedicated substantial effort to devising a distinct what is best for the company and the team. His primary mediums, style, tone, language use, product approach and solution for guiding customers through focus, intent, and aspiration revolve around creating an preferences, and socioeconomic climate all contribute their marketing funnel, fueling anticipation for future environment where team members feel encouraged to to these differences. He underscores the importance of growth and success. challenge conventions, experiment, and push thorough market research to navigate these cultural boundaries without fear of repercussions. Gareth recognizes that people crave autonomy and the opportunity to innovate solutions to challenges. He believes it is the responsibility of leaders to facilitate this environment, offering credit when things go well and providing support when they don’t. As long as noble intentions drive actions, he ensures that his team feels safe, inspired, empowered, and supported. Gareth's marketing strategy lies targeted marketing campaigns, driven by robust MI reporting to gauge consumer response across the customer journey.

Amber Brock Amber Brock Leading the Digital Revolution Head Creative Strategist Mulberry Marketing Co. in the A/E/C Sector he digital marketing industry has seen a Let’s delve into Amber’s innovative marketing strategies in transformative shift, especially within the the A/E/C sector: T architecture, engineering, and construction (A/E/C) sector. Traditionally dependent on conventional Setting Apart in Digital Trends sales tactics and word-of-mouth, this sector is now recognizing the importance of digital storytelling and Early in her career, Amber identified the rising importance of digital storytelling and content market- content marketing. The adoption of robust content strategies, including social media storytelling, has ing, particularly in the A/E/C sector, which relies heavily become crucial for enhancing online presence and on conventional sales tactics and word-of-mouth. engagement. Companies that are quick to adapt to Recognizing this shift, she guided contractors to these digital trends find themselves ahead of competi- embrace robust content strategies, including social tors who are slower to embrace the digital shift, setting media storytelling, which were yet to be widespread in new standards for marketing within the industry. their sector. Amber Brock, Head Creative Strategist, has been a This proactive approach significantly enhanced their pioneer in this digital transformation. With a dual online presence and engagement, setting them apart background in accounting and the humanities, she from competitors who were slower to adapt to digital brings a unique perspective to marketing, viewing it as trends. an intersection of art and science. Her proactive approach has guided contractors in the A/E/C sector to adopt innovative content strategies, significantly enhancing their online engagement. Amber’s leadership style is defined by a balance of creativity and data- driven methodologies, nurturing a culture of innovation Throughout her career, where calculated risks and continuous learning are encouraged. she has prioritized advocating for inclusion Mulberry Marketing Co. has thrived under Amber’s and diversity within the strategic direction, blending creativity with data-driven methodologies to deliver effective marketing solutions. companies she has The company’s commitment to ethical marketing worked for, teams she practices, transparency, and integrity has established it has been part of, and as a trusted partner in the A/E/C industry. Through thoughtful and strategic creativity, Mulberry Marketing associations she has Co. continues to empower small businesses, advocate joined. for inclusion and diversity, and build lasting relationships with clients based on trust and ethical practices. This dedication to sustainability and client loyalty underscores the company’s mission to make a positive impact in the marketing sector. 14 15 www.ciolook.com | July 2024 | www.ciolook.com | July 2024 |

Unique Marketing Perspective left her last position, the leadership team of the media, advertising—those are all things that are company jumped from 15% to 45% women—practically outsourced or managed by the receptionist. Amber’s dual background in accounting and the unheard of in the industry. humanities has given her a unique marketing perspec- Amber didn’t work as a marketer; she learned every- tive. For her, marketing is where the art and science of Making a Positive Difference thing she could on the topic and built her own depart- it all intersect to create something beautifully efficient. ment. She was lucky to have a leader who thought it At Mulberry Marketing Co., they blend creative She is particularly passionate about ethical marketing. was worth the gamble and a fantastic husband who strategies with rigorous data analysis to inform their She frequently discusses the importance of transpar- supported her every step of the way. There were night strategies and measure effectiveness, but they always ency and integrity in marketing and business; practices classes, continuing education, books, and workshops. leave room for creative experimentation. that build long-term trust rather than short-term gains are the way to sustainable success. In Amber’s opinion, She always needed a mentor—someone she could This balance has influenced her leadership style by “To truly make a positive difference in your niche, sector, or admire and grow to be. But she just had herself. Now, as encouraging a culture of innovation backed by data, community, you must build relationships with your clients the senior marketer in the room, she offers her guid- allowing the team to take calculated risks and learn and community. That can look different for each business, ance whenever possible. In Amber’s view, “You never from each engagement, whether successful or not. but the outcomes are the same—relationships built on trust know when you’re the only person they must look to for are forever.” mentorship.” Embracing Flexibility in the Digital Era Steering Towards Sustainability Finding Balance through Botanical Illustrations Being an open and straightforward marketer and leader means she is always keen to learn new things, hear new Amber believes there will always be a client who wants To maintain clarity and balance outside of marketing, ideas, and grow. She enjoys the flexibility and growth to use aggressive, misleading tactics to outpace she began coloring and drawing floral illustrations. A mindset required to succeed in today’s digital competitors. While seeing huge follower counts and couple of years ago, she even hand-illustrated her own era—qualities that she emphasizes within her team. engagement numbers on social media is often exciting, botanical coloring book, Garden Party. Her passion for This adaptability is fundamental to her leadership it doesn’t always mean valuable growth. Thousands of drawing and coloring botanicals helps hone her philosophy, which values proactive problem-solving followers who never buy your services or products will attention to detail and fosters creativity, which is and encourages embracing change as an opportunity never beat having twenty that do—and tell their friends essential for crafting compelling brand messages and for growth and innovation. about it. She emphasizes that client loyalty creates innovative strategies. She thinks not to mention the repeat sales every time. scientific aspects of botany and the research involved in Thoughtful and Ethical Marketing Practice botanical drawing. She always advocated for transparency and ethical Amber has cultivated a personal brand emphasizing marketing practices, emphasizing the long-term authenticity, strategic creativity, and a commitment to benefits of building trust with audiences. This approach empowering small businesses. This branding effort has helped steer the client towards more sustainable involved speaking at industry events, contributing to strategies and reinforced their agency’s commitment to trade publications, and actively engaging in profes- integrity. sional networks. Her brand has helped establish her For her, marketing influence within the A/E/C industry, attracting like- Efficient Adaptability in Project Management minded clients and collaborators who value thoughtful, is where the art ethical marketing practices. Leveraging the meticulousness Amber developed from and science of it her accounting days, she implemented a combination of all intersect to Advocacy for Inclusion and Diversity Agile methodologies at Mulberry Marketing Co. This approach, supported by tools like Asana, enables them create something Amber experiences in the construction industry have to manage projects efficiently, adapting quickly to beautifully heavily influenced her views on diversity and inclusion. changes while maintaining high standards of delivery. efficient. Often finding herself the only woman in the room, she was made aware of the inequities early on. Overcoming Industry Norms Throughout her career, she has prioritized advocating She was in marketing before she met her first marketer. for inclusion and diversity within the companies she has The construction industry was very slow to adapt to worked for, teams she has been part of, and associa- changes in the market. Marketing, branding, social tions she has joined. She is happy to say that when she 16 17 www.ciolook.com | July 2024 | www.ciolook.com | July 2024 |

Strategies for Success The Evolution of Digital Marketing n digital marketing, the landscape has undergone remarkable transformations over the years. From its humble beginnings as I banner ads on websites to sophisticated AI-driven campaigns, digital marketing has evolved into a cornerstone of modern business strategy. Further, we explore the journey of digital marketing, highlighting key milestones, emerging trends, and strategies for success in today's competitive environment. The Early Days Digital marketing emerged alongside the internet in the 1990s, initially characterized by basic display ads and email campaigns. Companies leveraged websites and early search engines like Yahoo! and AltaVista to reach audiences online. The introduction of Google in 1998 and its revolutionary AdWords platform in 2000 marked a pivotal moment, introducing pay-per-click (PPC) advertising and transforming how businesses approached online marketing. As social media platforms like LinkedIn (2003), Facebook (2004), and later Twitter (2006) gained prominence, digital marketing expanded into social media marketing (SMM). Brands realized the potential to engage directly with consumers, fostering relationships and driving brand loyalty through interactive content and targeted advertising. Mobile Revolution and Personalized Marketing The proliferation of smartphones in the late 2000s sparked the mobile marketing revolution. With users increasingly accessing content on mobile devices, marketers shifted towards responsive web design, mobile apps, and SMS marketing to optimize user experience (UX) and engagement. Location-based marketing emerged, leveraging GPS and beacon technology to deliver hyper-targeted messages based on user proximity. Simultaneously, advancements in data analytics and machine learning enabled the era of personalized marketing. By analyzing user behavior, preferences, and demographics, marketers could deliver tailored content and recommendations in real time. This shift from mass marketing to personalized experiences enhanced customer satisfaction and conversion rates, laying the groundwork for data- driven strategies. 18 19 www.ciolook.com | July 2024 | www.ciolook.com | July 2024 |

Building Authority and Visibility optimizing campaign performance. Marketing automation platforms enabled personalized email Content marketing emerged as a cornerstone of digital marketing, lead nurturing, and customer journey strategy, focusing on creating valuable, relevant mapping based on behavioral triggers. AI-powered content to attract and engage target audiences. Blogs, analytics and predictive modeling provide insights into articles, videos, and infographics became essential tools consumer behavior, enabling marketers to anticipate for educating consumers, building brand authority, and needs, optimize ad spend, and measure ROI more driving organic traffic through search engine effectively. optimization (SEO). Marketers optimized content with keywords, meta tags, and backlinks to enhance visibility Omnichannel Marketing and Customer Experience on search engines like Google, Bing, and, later, voice search platforms. The shift towards omnichannel marketing integrated multiple touchpoints—website, social media, email, Rise of Video and Visual Content mobile apps, and physical stores—into seamless, cohesive customer experiences. Marketers adopted The rise of high-speed internet and mobile technology CRM systems to track customer interactions and facilitated the exponential growth of video marketing. preferences across channels, delivering personalized Platforms like YouTube (2005), Vine (2012), and later messaging and offers at each stage of the buying TikTok (2016) revolutionized how brands connect with journey. Omnichannel strategies emphasize customer- audiences through engaging video content. Video centricity, aiming to provide consistent, integrated marketing became instrumental in storytelling, product experiences that drive engagement, loyalty, and demonstrations, customer testimonials, and live- advocacy. streaming events, fostering deeper emotional connections and virality. Ethical Considerations Visual content also gained prominence across As digital marketing evolved, concerns over data platforms like Instagram (2010) and Pinterest (2010), privacy and consumer trust came to the forefront. where brands curated visually appealing content to Regulations like the General Data Protection showcase products and inspire consumer lifestyles. Regulation (GDPR) in Europe and the California Infographics and memes emerged as effective tools for Consumer Privacy Act (CCPA) reinforced the need for conveying complex information and engaging transparent data practices and consent-driven audiences through humor and visual storytelling. marketing. Marketers prioritized ethical data collection, storage, and usage to build trust and The Era of Influencer Marketing and Social Proof compliance with regulatory standards, fostering long- term customer relationships. Influencer marketing emerged as a powerful strategy, leveraging social media influencers to promote Conclusion products and services authentically. Influencers, ranging from celebrities to micro-influencers, The evolution of digital marketing reflects a journey of cultivated loyal followings and wielded significant innovation, adaptation, and transformative technology. influence over consumer purchasing decisions. Brands From its origins in basic web ads to today's AI-driven, collaborated with influencers to tap into their engaged omnichannel strategies, digital marketing continues to audiences, drive brand awareness, and build social redefine how businesses connect with consumers in a proof through authentic endorsements. fast-paced, interconnected world. By embracing data- driven insights, personalized experiences, and ethical Automation and AI in Marketing practices, businesses can navigate the evolving landscape and achieve sustainable growth in the digital Automation and artificial intelligence (AI) age. revolutionized digital marketing by streamlining processes, enhancing targeting precision, and 20 www.ciolook.com | July 2024 |

Carla Boyd Senior Social & Content Marke?ng Manager Cineworld Cinemas Carla Boyd Redefining Digital Strategies in Cinema Marke?ng inema marketing requires a blend of creativity In the world of marketing, staying ahead of trends is crucial. Could you share an instance where you and strategic foresight. This industry not only C thrives on innovation but also demands a keen identified a trend or opportunity before it became understanding of consumer trends and technological mainstream and how you leveraged it to benefit your organization or clients? advancements. Effectively harnessing these elements can propel a brand to prominence amidst stiff competition and rapidly changing consumer behaviors. Using micro-influencers! At Cineworld, we realized early on that using influencers with a smaller following At the forefront of leveraging these is Carla Boyd, a but a high engagement rate meant being able to reach seasoned professional renowned for her expertise in the same amount of people as a larger influencer with a social and content marketing strategies. As Senior low engagement rate, and the budget required is much Social & Content Marketing Manager, she has made smaller. This allowed us to jump in early and make significant strides in her field, particularly within relationships with these content creators before other Cineworld Cinemas. Her leadership has been pivotal in brands realized and jumped on the trend. harnessing the power of micro-influencers to amplify brand reach and engagement, all while optimizing Marketing often involves striking a balance between marketing budgets—a testament to her strategic creativity and data-driven decision-making. Can you acumen and forward-thinking approach. describe your personal approach to this balance and how it has influenced your leadership style? Under Carla’s guidance, Cineworld has not only You can use data to create a piece of content that has Marketing is known for its fast-paced nature. How do Especially on social, it’s both very important and rather adapted to the digital age but has thrived by striking a the most optimal length, is attention-grabbing in you stay resilient in the face of constant change and delicate balance between data-driven insights and difficult to find the balance between creativity and principle, and is scheduled at a data-driven “optimized uncertainty, and how does this resilience translate innovative content creation. Her team’s ability to data. time,” but the post still gains no traction due to the into your leadership philosophy? identify and capitalize on emerging trends has algorithm favoring other content that day/week. At the cemented Cineworld’s position as a trailblazer in same time, sometimes you can come up with a really Marketing is fast-paced in most industries, but cinema marketing. simple, fun post that goes viral for no concrete reason. especially in cinema, it can get very intense. There’s Carla believes that fostering diversity From our side, we use data to inform trends (i.e., if we constantly new product to talk about with multiple Let’s explore Carla’s journey of transformation: and inclusion is crucial, and the most see that 90% of our text-only Facebook posts have films releasing each week, plus a multitude of retail higher engagement than image-led Facebook posts, we items, promotions, offers, and different types of important aspect is allowing people to shift our content strategy to post more text-only posts) premium large formats to support (such as IMAX and be their true, authentic selves without and give our content the best shot on the channels; 4DX). With such a fast-paced environment and often concealing any parts of who they are. however, I also give my team the ability to be creative last-minute briefs and changes coming through, it’s and try out new ideas regardless of data. 22 23 www.ciolook.com | July 4 202 | www.ciolook.com | July 2024 |

Building a diverse and inclusive marketing team is a In today’s world, marketing leaders are expected to everything down is key. I live by my to-do list, which is priority for many leaders. Can you describe your navigate ethical challenges. Can you share an example structured based on projects and in order of priorities. approach to fostering diversity and inclusion within of a complex ethical dilemma you’ve encountered and This way, I know everything remains on my radar but your team or organization? how you addressed it as a leader? I’m not working on less important projects ahead of those with a much tighter deadline. In my team, I make sure everyone feels heard and I’ve been fortunate in that I’ve not encountered very supported. I think when it comes to fostering diversity many ethical dilemmas in my career, and those I have, As a leader, mentorship is often part of the role. Can and inclusion, the most important part is making people I’m not at liberty to discuss publically, but I would say you tell us about a mentor or role model who has had a feel like they’re allowed to be their true, authentic that it’s important to navigate these kinds of challenges profound impact on your career and how their selves without having to hide parts of themselves. I with the company’s best interest as the key focus. guidance shaped your leadership journey? strive to provide an open environment where team While some dilemmas can seem personal on paper, members are empowered to voice their opinions, ultimately, consumers will have these same personal Although I’ve only recently begun formal mentorship, I especially when it’s on a topic where their life opinions, and therefore, especially in marketing, where credit Jennifer, one of my university lecturers, for experiences give them a unique view (i.e., including you’re representing a brand, it’s important to profoundly influencing my career. She encouraged me members of the LGBTQ+ community in decision- remember that anything your brand does or doesn’t do to contemplate my future path early on, leading me to making around how we support Pride season). or say will be judged by potential customers and help pursue internships that ignited my passion for social form part of their brand perception. media and digital marketing. Inspired by her guidance, I Thought leadership is highly regarded in marketing. now prioritize supporting my team similarly, helping What topics or areas are you most passionate about, Marketing often involves managing complex projects them identify their strengths and passions in digital and how do you see them influencing the future of with tight deadlines. Can you share a project marketing and fostering their professional growth marketing? management strategy or tool that has been toward fulfilling careers. instrumental in your career? Over the years, my career in marketing has evolved The marketing field is known for its creativity. Could significantly. Initially, I concentrated on social media, I don’t have any out-of-the-box tools or strategies when you share a personal creative project or endeavor passionately advocating its importance in enhancing it comes to managing projects. For me, writing outside of work that reflects your creative side and brand perception and driving sales. Fortunately, how it contributes to your overall leadership style and attitudes have shifted, and businesses now recognize perspective? important to keep a level head. I strive to be the person the potential of social media marketing more readily. on my team who takes a step back where possible and Outside of work, I have always enjoyed writing. I have ensures things are done in order of priority. Subsequently, I delved into influencer marketing, done a couple of blog series, initially giving advice to facilitating collaborations with prominent content up-and-coming social media marketers discussing all Personal branding is becoming more important in creators to authentically promote our brand. Recently, the things I wish I had known when I was first starting marketing leadership. How have you cultivated your my focus has shifted towards digital marketing, out. I feel very passionate about supporting people at personal brand, and how do you believe it has particularly in CRM, website marketing, and leveraging the beginning of their careers, and I’m currently in impacted your influence within the industry? marketing technology. Given the rapid advancements in discussions with a company about doing a session to data, cookies and AI, staying ahead of trends is crucial talk about a topic for a community of junior marketing Personal branding is about raising awareness of to maximizing digital marketing opportunities and professionals who are keen to learn from more senior personal achievements that may otherwise go optimizing revenue growth. marketers. unnoticed, so I’ve sat on multiple panels, been interviewed for podcasts, and started a blog series on Recently, I launched a blog sharing my journey as a LinkedIn to talk about my personal experiences of being working mother, offering insights into balancing dual a working mother. This year, I’m part of the Women In roles that many women face across various industries, Cinema Leadership Program, which will not only allow not just marketing. My aim is to shed light on this me to grow by learning from a brilliant mentor but also common yet seldom-discussed experience, highlighting She ensures that the team explores all give me an opportunity to network with senior women its realities and challenges. in my industry. I believe all of this work has made me available opportunities in digital more recognized in the industry as a leading voice, marketing, optimizing their efforts and especially within social media and digital marketing. driving revenue growth. 24 25 www.ciolook.com | July 2024 | www.ciolook.com | July 2024 |

Tala Alnounou Ethical Leadership and Innovation in Marketing n marketing, staying ahead demands a keen and residential developments, educational institutions, understanding of emerging trends that can redefine transit-oriented developments, as well as leisure and I the industry environment. One notable example is public facilities. The firm's commitment to innovation Tala Alnounou the early recognition of influencer marketing's and quality craftsmanship underscores its reputation burgeoning potential within specialized sectors. This for excellence in architectural design and urban Head of Marketing approach has reshaped consumer engagement development. LWK + PARTNERS | MENA strategies, favoring authenticity and credible brand partnerships aligned with changing consumer trust. Let's explore Tala's remarkable journey: As the Head of Marketing at LWK + PARTNERS | Pioneering Authentic Marketing Trends MENA,Tala Alnounou embodies a leadership style that seamlessly integrates data-driven insights with creative In the modern sector of marketing, foreseeing trends innovation. By leveraging analytics to inform strategic can yield substantial advantages. A notable example is decisions, she empowers her team to craft compelling Tala's early recognition of the burgeoning potential of narratives that resonate deeply with diverse audiences. influencer marketing within the design and This approach not only drives sustainable growth but architecture sector. In 2016, a pivotal shift was also nurtures a culture of continuous innovation within observed in consumer trust, favoring authentic voices her domain. Her impact transcends conventional over traditional advertising methods. By strategically marketing paradigms, driven by an unwavering engaging with micro-influencers aligned with brand dedication to ethical leadership and inclusive growth. values, she facilitated the creation of compelling and By championing diversity and fostering a supportive credible content. This approach not only extended the work environment, she enhances team cohesion and brand's outreach but also significantly enhanced also inspires innovation. conversion rates, establishing a precedent for future marketing initiatives. Cultivating such strategic As part of the leadership team Tala worked with LWK + partnerships remains pivotal for sustaining the PARTNERS that operates as a prominent architecture ecosystem's structure. and design firm headquartered in Hong Kong. The firm boasts a global presence with 12 offices worldwide, employing over 1,100 talented professionals who collaborate seamlessly to deliver exceptional solutions for built environments. The company offers a comprehensive suite of services encompassing architecture planning, urban design, interiors, Tala exemplifies resilience in landscape architecture, heritage conservation, building information modeling, brand experience and lighting marketing by embracing change as design. an opportunity. Her leadership philosophy promotes continuous With a rich history spanning 38 years, the organization has established itself as a leader in the industry, learning, experimentation and consistently delivering world-class projects across proactive problem-solving. various sectors. These include mixed-use commercial 26 27 www.ciolook.com | July 2024 | www.ciolook.com | July 2024 |

Data-Driven Creativity in Marketing industry shifts. This resilient approach underscores her Driving Innovation Through Diversity Meeting Marketing Challenges with Flexibility leadership philosophy, promoting continuous learning, Balancing creativity with data-driven decision-making experimentation and proactive problem-solving. By Diversity and inclusion form the cornerstone of Tala's Managing complex projects with tight deadlines is a is essential in marketing. Tala's approach involves fostering a supportive work environment, they navigate leadership ethos. She firmly believes that diverse teams frequent challenge in marketing. Tala has found agile project management to be a crucial strategy in her harnessing data to inform and direct creative uncertainties with confidence and creativity, ensuring enrich perspectives, driving innovation and creativity. processes. By utilizing analytics and market research, sustained success in a constantly changing Her approach centers on cultivating an inclusive career. By embracing agile methodologies, projects are marketplace. insights into audience preferences are identified, culture where every team member feels esteemed and systematically broken down into manageable tasks, promoting flexibility and ongoing refinement. This enabling the creative team to develop compelling empowered. This commitment is reflected in proactive narratives aligned with these findings. This integration Building Personal Brand in Marketing Leadership efforts to recruit from diverse backgrounds and approach fosters enhanced collaboration within the ensures that campaigns are not only innovative but also provide equitable opportunities for growth and team, facilitates timely project completion and enables swift adaptation to changing circumstances. Utilizing impactful, cultivating a culture of informed creativity Personal branding has become essential in marketing development. Regular workshops and open dialogues within the team. Such an approach has defined her leadership. Tala has cultivated her personal brand on inclusivity further reinforce these values, fostering a tools such as Trello and Asana have proven invaluable in leadership style as both visionary and pragmatic, through consistent sharing of industry insights, active cohesive and innovative team environment. implementing this strategy effectively. Central to its success is maintaining transparent communication driving sustainable growth and fostering innovation. engagement in thought leadership and maintaining a robust online presence. These efforts have bolstered Driving Marketing Innovation through Customer- within the team, cultivating a collaborative spirit where Navigating Change in Marketing her credibility and influence within the industry. By Centric Strategies each member develops and contributes their strengths to shape project outcomes. positioning herself as a knowledgeable and In the field of marketing, resilience and adaptability are approachable leader, she has established a network As a marketing leader, Tala is passionate about digital paramount. Tala exemplifies resilience by cultivating a built on trust and collaboration, significantly transformation and customer-centric strategies, The Impact of Mentorship on Career Growth growth mindset within herself and her team. Embracing contributing to both personal and organizational recognizing their pivotal role in shaping the future of change as an opportunity rather than a setback enables achievements. marketing. She sees significant potential in leveraging Mentorship has been pivotal in Tala's career, with one them to remain agile and responsive in the face of rapid technology to elevate customer experiences and gain particularly influential mentor being Kerem Cengiz, a visionary leader renowned for his emphasis on deeper insights into changing needs. Through sharing insights and actively participating in industry empathy and strategic acumen. Under his guidance, she discussions, she aims to influence the environment of honed a balanced leadership approach that prioritizes marketing. Her goal is to inspire others to adopt both people and performance. This mentorship innovative approaches and foster a culture of experience instilled in her a deep appreciation for continuous learning, emphasizing the importance of giving back, motivating her to actively mentor emerging keeping an open mind and embracing diverse leaders. Through sharing insights and fostering their perspectives. professional growth, she contributes to exclusive youth development initiatives aimed at nurturing future Balancing Ethics and Effectiveness in Marketing leaders. Leadership Inspiring Creativity in Marketing Leadership Navigating ethical challenges is integral to marketing leadership. Tala faced a significant ethical dilemma Outside of work, Tala indulges in photography, a involving a highly effective campaign that raised passion that illuminates her creative spirit. Through concerns due to its intensity. Addressing this situation capturing moments and weaving narratives with demanded a delicate balance between achieving visuals, she enhances her ability to perceive the world business objectives and upholding ethical from varied perspectives and think creatively. This responsibility. The approach prioritized transparency, hobby enriches her approach to marketing, where ensuring alignment with ethical standards to cultivate visual storytelling holds significant influence. It shapes her leadership style by instilling a mindset that long-term trust with the audience and deliver genuine value. This experience underscored her dedication to cherishes innovation, meticulousness and appreciation ethical leadership and emphasized the paramount for diverse viewpoints. importance of integrity in all endeavors, highlighting the value of empathy in understanding other's perspectives. 28 29 www.ciolook.com | July 2024 | www.ciolook.com | July 2024 |

Platforms, Engagement, and ROI Mastering Social Media Marketing n today's digital age, social media has become more than just a platform for connecting with I friends and sharing updates—it's a powerhouse for businesses to engage with their audiences, build brand awareness, and drive conversions. Further, we explore the essentials of mastering social media marketing, covering key platforms, strategies for engagement, and measuring return on investment (ROI). The Role of Social Media in Modern Marketing Social media platforms have revolutionized how businesses interact with consumers. From Facebook to TikTok, each platform offers unique opportunities to reach diverse demographics and engage with users in real time. According to Statista, over 4.7 billion people worldwide use social media in 2024, underscoring its influence and reach. Understanding Social Media Platforms 1. Facebook: With over 2.8 billion monthly active users, Facebook remains a cornerstone of social media marketing. Businesses use Facebook Pages to share updates, create events, and run targeted ads based on user demographics, interests, and behaviors. 2. Instagram: Known for its visual appeal, Instagram boasts 2 billion users globally. Businesses leverage Instagram Stories, IGTV, and carousel posts to showcase products/services creatively. Influencer collaborations and shoppable posts enhance engagement and drive sales. 3. Twitter: With 435 million monthly active users, Twitter facilitates real-time conversations and news 30 31 www.ciolook.com | July 2024 | www.ciolook.com | July 2024 |

updates. Brands utilize hashtags, polls, and Twitter Measuring Social Media ROI chats to foster engagement, share industry insights, and address customer queries promptly. 1. Key Performance Indicators (KPIs): Track metrics aligned with business goals—engagement rate, reach, 4. LinkedIn: Positioned as a professional networking impressions, click-through rate (CTR), conversion rate, platform, LinkedIn has 810 million members. B2B and customer acquisition cost (CAC). Use social media marketers utilize LinkedIn Pages, thought leadership analytics tools (e.g., Facebook Insights, Twitter articles, and targeted advertising to connect with Analytics) to monitor performance regularly. industry professionals, recruit talent, and establish credibility. 2. Attribution Models: Employ multi-touch attribution models to understand the customer journey across 5. TikTok: Boasting 1 billion monthly active users, social media channels. Attribute conversions to specific TikTok is popular among Gen Z and millennials. Brands campaigns, content types, or touchpoints to optimize create short-form videos, challenges, and influencer marketing spending effectively. campaigns to showcase creativity, entertain audiences, and drive brand awareness virally. 3. ROI Calculation: Calculate ROI by comparing campaign costs against generated revenue or customer Crafting Effective Social Media Strategies lifetime value (CLV). Factor in both direct (sales) and indirect benefits (brand awareness, customer loyalty) Marketing is too 1. Define Goals and Target Audience: Begin by outlining derived from social media efforts. specific objectives—whether it's increasing brand important to be left to visibility, driving website traffic, or boosting sales. 4. A/B Testing: Experiment with different ad creatives, Understand your target demographics' preferences, audience segments, and campaign objectives to identify the marketing behaviors, and pain points to tailor content effectively. high-performing strategies. Continuously optimize campaigns based on insights gathered from A/B testing department. 2. Content Strategy: Develop a diverse content to maximize ROI. calendar encompassing posts, videos, infographics, and user-generated content (UGC). Maintain consistency in Challenges and Opportunities tone, branding, and messaging across platforms while adapting content formats to suit each audience. 1. Algorithm Changes: Stay informed about platform algorithm updates that impact organic reach and ad 3. Engagement Tactics: Encourage two-way performance. Adapt content strategies and budgets communication by responding to comments, messages, accordingly to maintain visibility and engagement. and reviews promptly. Host live sessions, Q&A sessions, and polls to foster community engagement and gather 2. Content Saturation: Combat content saturation by feedback in real time. delivering unique, value-driven content that resonates with your audience's interests and preferences. 4. Influencer Partnerships: Collaborate with influencers Embrace interactive formats, user-generated content, relevant to your niche to amplify reach and credibility. and storytelling to differentiate your brand. Choose influencers based on audience demographics, engagement rates, and brand alignment to drive In conclusion, mastering social media marketing authentic connections and conversions. requires a strategic approach focused on audience engagement, content relevance, and measurable 5. Paid Advertising: Utilize platform-specific ad outcomes. By leveraging diverse platforms, crafting formats—such as Facebook Ads, Instagram sponsored compelling content, and analyzing performance metrics, businesses can cultivate meaningful posts, and LinkedIn sponsored content—to target specific demographics, retarget website visitors, and connections, drive conversions, and achieve tangible measure campaign performance with detailed ROI in today's competitive digital landscape. Embrace innovation, adapt to evolving trends, and prioritize analytics. ethical practices to propel your brand's success in social media marketing. 32 www.ciolook.com | July 2024 |

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Most Influential Leaders in Marketing to Watch in 2024

Most Influential Leaders in Marketing to Watch in 2024

Presentation Transcript

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