The 10 Most Influential CMOs to Watch 2022 vol1 February2022

Watc

Digital Engagement Components of Digital Markeng

Reforming Benchmarks

The Significance of an Effecve Markeng Strategy

Kristin Viccars

A Disciplined Marketing Maestro

Editor’s Desk

Changing Tides with Effective Marketing

Severalaspectsofbusinessaccumulatetomakeit

successful,andtheroleofmarketingisvitaloverall. Ithelpspromotethevalueoftheirproductstothe targetaudiencewithaneffectivemarketingstrategy.The mindbehindtheseeffectingmarketingplaysasignificant roleinunderstandingthemarket'sneedsanddelivering productsaccordingtothecustomers'changingneeds.Inan evolvingbusinessworld,thepartofCMOsisnotlimitedto justmarketingproficiencybutunderstandingdifferent dimensionsofthebusinesses.

CMOsfocusondeliveringpersonalizedcustomerexperiences,utilizingadvancedinnovativetechnologyfor sustainablegrowth.Theyprioritizealigningorganizational goalsbykeepingallthecustomersinthecenter,using analyticaltoolsanddatainsightstoknowcustomers' aspirationsandprovidesuperiorcustomerexperiencesand businessresults.CMOsdrivehealthymarginsandhigh revenuesfortheirorganizationsbycleverlyutilizingall innovativemethods.

CMOsaregreatcapacitybuildersanddeveloprobust marketingcapabilities,havingtechnicalfluency,expertise indigitalization,givingthemenhancedabilitytoplaya moredynamicroleinorganizationalgrowthbyutilizing theirintegratedskills.Theyusedifferenttacticsfordifferent mediaplatformsfromwebsites,newspapers,blogs,the internet,andalldigitaltoolstoeffectivelybrandthe organizationalproducts.

CMOshaveaconcreteplantoreachouttoalarger audiencewhichiswhytheyconsistentlytrytodeliver engagingcontentandimplementSEOmethodstolettheir productsbevisibleatthetopofthecustomers'search.

Beinganinnovationcatalyst,chiefstoryteller, capabilitybuilder,andgrowthdriver,CMOstake businessestogreatheightsinashortperiod.

Theyusemarketingtechniquestoretaincustomers CMOs,withasubstantialdigitalpresenceanda redressalmechanismtoaddressthecustomers'issues ontheonlineplatforms.Usingsocialmediatokeep customersinformedaboutproducts,engage,and establishclearmarketingmessagesinalucidand eloquentlanguageisanintegralpartofdigital marketingstrategytohelpmaximizesalesand businessprofitability.

InsightsSuccessadmirestheeffortsofsuch marketingmaestrosinitsnewedition, "The 10 Most Influential CMOs to Watch 2022," focusingon CMOsthatdeliverexcellentcustomerexperiences usinginnovativemarketingmethodsanddrive outstandingbusinessresults.

Let'shavealook!

Cover Story

Kristin Viccars

A Disciplined Marketing Maestro

16 SharplyExhibitingRoleof BusinessMarketingLeader

AbdulSaniAbdulMurad

AmitabhRamani 22 SpearheadingwithStrategic MarketingInitiatives

AndreaSaravia

26 ExemplifyingEnthusiasm andProficiencyTogether

SashaKing

ÈveLaurier

28 InstillingPridein Bombardier

36 ChangingtheFaceofOrgan Transplantation

10Most Influential CMOs to Watch 2022

FeaturedPerson

AmitabhRamani GlobalMarketing Director

AbdulSani AbdulMurad CMO

CompanyName

JadeGlobal jadeglobal.com

RHBBanking GroupRHB BankingGroup

AndreaSaravia GlobalMarketing Director Ufinet ufinet.com

AmieBracken AccountDirector Arize arize.com.au

DaneLopes ChiefCommercial Officer Vantage vantagerisk.com

ÈveLaurier VicePresident Communications Marketing Bombardier bombardier.com

ElizabethLee Marketing Communications& Partnerships ReaQta reaqta.com

JessicaJensen CMO Indeed.com indeed.com

Kristin.Viccars CMO ApexTool Group apextoolgroup.com

SashaKing CMO CareDx caredx.com

Description

JadeGlobaliswell-positionedstrategicITservicespartner.

RHBBankingGroupisamultinationalregionalfinancial servicesprovider.

UFINETisaneutralfiberopticoperatorinthewholesale telecommunicationsmarket.

Arizeisaspecialistcommunicationsagencythatdelivers powerfulresults.

Vantageoffersawidearrayofspecialtyre/insuranceproducts.

Bombardierrevolutionizedcorporateoccupationalhealthby leveragingthelatesttechnologyandmobilityhealthcaretrusted bysmallbusinessestoFortune500companies.

ReaQtaoffersafullrangeofendpointsecuritysolutions.

Indeedisthe#1jobsiteintheworld1withover250Munique visitors2everymonth.

ApexToolGroupstrivestoensureapositivecareerexperience forallassociates,fromalldifferentbackgrounds,fromaround theworld.

CareDxisdedicatedtoimprovingthelivesoforgantransplant patientsthroughnon-invasivediagnostics.

Kristin Viccars Marketing Director

Kristin Viccars

A Disciplined Marketing Maestro

Apex Tool Group has the tools to build the career you've always wanted, with work that develops and challenges you. The 10 Most

Marketingisinfamouslyknownasadisciplinewithout discipline.Butagoodmarketerknowsthatsuccessful marketingrequiresabalancedequationofcreativeinsight, piercingdata,andaninnovativeexecutionthatcapturesand delightsexistingandnewcustomers–there'salotof disciplineinthat.

Whilesuccesshasbeenfoundorganicallyandbyaccident, amarketingstrategythatcreatescut-throughimpacttime andtimeagainfocusesonbrandsaliency,awarenessand establishingtrustedrelationshipswithcustomersby dynamicallymeetingtheirneeds.

Understandingtheever-evolvingneedsofmodern-day marketing,KristinViccars,MarketingDirectorand CompanyDirectorofApexToolGroupinSydney, Australia,usesart,science,andpassionfordeliveringa commercialimpacttobringsuccesstohisteamand business.

ToolsareinKristin'sDNA.Hegrewupsurroundedby builders,mechanicaltradespeopleandlearnedfirsthand fromhisgrandfather,acarpenter,andhisdad,atelephone technician.Watchingtheseskilledhandsandmindsturn nothingintosomethinggavehimadeepunderstandingof theworldinwhichcreativesliketheseliveandaneven deeperlevelofrespectfortheworktheyproduce.

Kristin'scareerhastakenhimforaride–dabblingin personaltraining,servingasaflightcrewwhilepursuing hispilot'slicense,workingoncruiseliners,closingdealson thesalesfloor,andfinallytumblingintomarketingwithan explosivecreativeforceandwilltomakechange.Eachof theseseeminglydisparatepositionsbuiltuponanother, providingKristinwithauniquepointofviewonhowtouse personalconnectionsanddatatoreachcustomersatscale.

Apex Tool Group is a lean, innovative, and inclusive team where every idea counts. Your creativity, passion, and know-how can accelerate our success.

ANon-LinearJourney Learningdidn'talwayscomeeasilyforKristin.Plagued withlearningdifficultiesasachild,hewasforcedtofind alternativelearningmethodsoutsideoftheclassroom.He oftenturnedtooutletslikesports–specificallyRugby Union–andbuiltthingslikebikerampsandjumpsto experiencetheworldaroundhimandlearntheimportance ofcommitmentandperseverance.Hegleanedlessonsof teamwork,leadershipandcamaraderiefromsports,anditis therewherehefirststartedtounderstandwhatittakesto succeed.

Findinghiswaybeyondschooltookevenmorecreative outletsandalotmoretrialanderror–eightyearsofit,to beexact.

In2012,KristinsettledintoaSeniorSalesExecutiverole, sellingtoolsforalocalAustralianproretailer.Ontheside, hewasusinghisloveofphotographyandvideographyto createsurfingandsnowboardingvideos.Merelyahobby, Kristinfellinlovewiththeprocessoftakinganartform andcraftingitintoanother,bringingacreativevisionto life.Helookedforwaystoturnapassionintoacareerand tookonhisfirstmarketingroleasadigitalcontentdesigner Inthedecadesince,Kristinhaspushedhimselftoevolve, learntheindustrybestpracticesandremainonthecutting edgeofmarketingscience.Throughthisdedication,Kristin rosetheranks,movingontoconsultancywork,tomarketing manager,tonowtheMarketingDirectorandCompany Director,whereheoverseesmajorglobalbrandslike GEARWRENCH,WellerandCrescentwithhismultiskilledhigh-performingmarketingteamfortheAustralian armofApexToolGroup'sbusiness.

Kristincreditsmuchofhissuccesstothepostgraduate degreesheearnedlaterinlife.Hecompletedadesignand marketingcourseandlaterbuiltonthiswithanMBA,a diplomainbusinesslaw,andHarvardBusinessSchool Onlinecourses.Theseinvestmentsinacademiaskyrocketed hiscareer,givinghimessentialtheoriesandframeworksto thriveasabusinessleader.Heexpressed, "I wouldn't be where I am today without the incessant need to keep searching for what drives me and to be a lifelong student."

UsingAScienceDrivenMethodology

Agoodleaderneedstobepreparedtochangetheirvision, takeboldrisks,beunapologeticaboutexecutingthings differently,andbecomfortablewithbeinguncomfortable. That'swhatKristindidwhenheinfluencedApexTool Group'sAustralianorganizationtobecomeamarketing-led businesswithagenuinemarketingorientation."Having marketing orientation means you understand and value the consumer's point of view and invite them into your organization,"Kristinexplains."As marketers, we're poised to do this, but embedding a marketing orientation strategy across all functions in a business of our size is no easy feat; it requires hard work, support and for all stakeholders to be aligned."

Ittook18monthsforKristintoreorientandrefocusthe businesssupportedbytheirnewManagingDirector TimothyOhlback,butheeventuallyevolvedaoncevery taskandproduct-orientedapproachintoaconsumer-driven andcustomer-focusedstrategy.Hewasabletomakethis shiftthroughquantitativeandqualitativefocusgroupsthat dugdeepintothepsychographicsoftradeandDIYusers. Theseresultswereminedforcustomermakeupandmarket insights,whichallowedApexToolGrouptodevelopbetter categorysegmentation.Asaresult,theAustralianbusiness achievedrecordresultsanddouble-digittopandbottomlinegrowthyearoveryear,evenduringaglobalpandemic.

Kristintrulybelievesthatbehindeverygreatideaand decisionisthedatatosupportit–thisbeingthesciencepart ofhisart+scienceequation–andwhenitcametoApex ToolGroup'smarket reorientation,thedatawasright.

Kristindidn'tdothisworkallonhisown.Inadditiontoan incrediblemarketingteamandexternalagencies,healso leanedoncrucialsoftwaresolutionstoguidehisworkand decision-making.HeusesBlis,asoftwaresolutionthatuses aconsumermatrixandrichmediatodynamicallygeotarget ApexToolGroup'spro/tradeaudienceontheircellphones. ThisPath-to-Purchasesoftwarethenusesrichmediaand

productcall-to-actionstotrackifthetargetedconsumer visitedApexToolGroup'scustomer'sstores.Thesoftware canunderstandandmeasurestoreconversionswhichhelps ApexToolGroupdemonstrateROIforitsprimarydemand, purchasefacilitationandsalesoutconversions.Italso furthersupportstheoverallbrandcampaignsand awareness.ThisdatahelpsApexToolGroupusean iterativeprocesstooptimizeitsmarketingapproach."Our customers are impressed by the results and our use of dynamic technologies, so much so that it has become one of the many reasons that Apex Tool Group has secured significant product range and distribution, which has led to substantial market share increases,"Kristinnoted. "Change is constant in the complex marketing and business world. Adopting a continual learning and evaluation approach is crucial, and technology can help you do that. The key is selecting the right technology for the job – one that achieves your strategic goals, supports your mission, and has strong ROI."

ExpectedShiftinTides

Kristinbelievesthatthemarketingindustrywillcontinueto movetowardstargetedpersonalization.Consumersare bombardedwithadvertisingateveryturn–onbillboards, duringthesponsoredbreakintheirpodcast,intheirsocial medianewsfeed,lingeringintheirendlessinbox,and duringtheirfavoriteTVprogramming.It'ssopervasivethat youhardlyseeit.

"When everything is for everyone, it's easy to tune it out. But when a specific product is chosen for you, displayed to you in a place you want to see it and paired with messaging that resonates, now you notice. That's personalization," Kristinexplains.ApexToolGrouphasdevelopedadata-led processthatfocusesonconsumers'painsandgains, understandstheirjourney,andusesaconsumertime-of-day matrixtocommunicatewiththem.Thismarketingapproach helpsApexToolGroupconnectwithitstargetconsumers andbuildatrustedrelationship.

Kristinsuggests,"Companies should be thinking about ways they, too, can bring personalization into their marketing mix, especially if the 'yelling through a megaphone to anyone who will listen' approach to ads hasn't been working for them."

Long-termInitiatives

KristinhopestocreatevalueforApexToolGroupwhile progressinghisleadershiproleandmakingimpactful

change.Hehasastrongdesiretolearncontinuouslyand lovesmentoringjuniormarketers,providingthemwith properguidancetokickstarttheirmarketingcareers.He wantstohelpApexToolGroupcreatemegabrandsknown andlovedbyglobalend-usersanddelivermeaningful innovationtoitscustomersthathelpthemgetthejobdone faster,easier,andsmarter.

Asforthemarketingindustry,Kristinfeelsthatitslosing manyofitsstrategicjobsandresponsibilitiestoother better-trainedfunctions.Tostoptheindustrybleeding,he suggestsmarketerspursuemoreformalizedtraining. "Strategic planning for the business is one that is increasingly being eroded from the marketer's toolbox. Marketers are now viewed more as communicators rather than strategists. To me, this is where formal education plays a vital role in retaining important corporate activities that marketers need to own for business success,"suggests Kristin.

TheGuidingSpirit

Kristinadvisesaspiringmarketersto "Just do it." Sharing histhoughtsonthefamousslogan,hesays, "Just do it was created by a marketer who truly understood Nike's audience and how to invoke a passionate response from them. The slogan is a vehicle to communicate the brand's meaning and bring its consumers into the organization. As a marketer, you'll have a chance to take on creative challenges like that – finding ways to connect people to the brand you represent.”

Kristinconsidersmarketingtobeoneofthebestcareersto exploreinnatecreativelicensewhilehavingtheopportunity todevelopcommercialandbusinessacumen."Growing a business or organization requires you to understand where,

when and what levers you need to pull to create brand saliency. It takes time, risk-taking, heart and data mining to understand the nuances of those levers, but it's well worth it,"Kristinconcludes.

AboutKristinViccarsandApexToolGroup

KristinViccarsjoinedATGin2017asMarketingManager AustralasiaandgrewintotheMarketingDirectorrole, overseeingcorporategovernance,businessstrategycreation andexecution,marketingstrategydevelopmentandprofit andlosstransparency.Kristinisarecentgraduateofthe EmergingLeadersandwasmostrecentlyrecognizedasone ofAustralia'sTop50CMOs.

ApexToolGroupisoneofthelargestmanufacturersof professionalhandandpowertoolsintheworld,servingthe industrial,vehicleserviceandassembly,aerospace, electronics,constructionandseriousDIYmarkets.Its portfolioofinnovativepowerhousebrandsincludes SATA®,GEARWRENCH®,Crescent®,Cleco®,Weller®, andAPEX®.Italsomanufacturesselect,premierprivate labelmechanicstools.

ApexToolGroupworkscollaborativelywithdistributors, retailersandlargecustomersacrosstheglobetomakesure end-usershavethetoolstheyneedtosolvereal-world problems.Itsuniquecategorymanagementapproach providescustomerswithend-userdata,marketresearchand voiceofthecustomerinsight,whichhelpsdriveinventory, displayandpromotiondecisions.

DigitalMarketingismarketingdoneondigital platformssuchassearchengines,websites, emailsandmobileapps.Itisanefficiently targeted,conversionorientedandinteractivemarketing ofproductsandservicesbyoptimallyutilizingdigital platformstoacquirecustomers.Thescopeofdigital marketingisnotlimitedtoadvertising.Italsoincludes Acquiringnewcustomersandsustainingthecurrent customers.Thereasonwhydigitalmarketingisatopic ofdiscussionisthestatisticsbehindthesame:

Ÿ 81%ofshoppersconductonlineresearchbefore makingbigpurchases.(RetailingToday,2014)

Ÿ 65%ofsmartphoneusersagreethatwhenconducting asearchontheirsmartphones,theylookforthemost relevantinformationregardlessofthecompany providingtheinformation.(Google,2015)

Ÿ 51%ofsmartphoneusershavediscoveredanew companyorproductwhenconductingasearchon theirsmartphone.(Google,2015)

Ÿ 61%ofmarketerssayimprovingSEOandgrowing theirorganicpresenceistheirtopinboundmarketing priority.(HubSpot,2017)

ComponentsofDigitalmarketing

DigitalMarketingisknowntobeanumbrellaunder whichalltheaspectsofonlinemarketingactivitiesare covered.Followingarethemostcommontypesof marketingactivitiesunderdigitalmarketing:

SearchEngineOptimization(SEO)

Searchengineoptimizationisaprocessofutilizingall theavailableresourcesinordertooptimizetheoverall performanceofawebsite.ThroughSEO,acompanycan improvethequalityofthecontentonitswebsite, increasethereachability,attainhigheruserengagement, etc.Forexample,Amazongeneratingcontenttobeon topofthesearchenginesisatypeofSEO.Accordingto statistics,67%oftheclickscomefromthefirstfive listingsofasearchpage.Thisclearlystateshow importantitisforcompaniestouseSEO.

PayPerClick(PPC)

PayperClickiswhenacompanybidsforacertain keywordsandoptimizesitswebsiteaccordinglytobeon thetopofthesearchresultspage.Thecompaniespaythe searchengineseverytimesomeoneclicksonthe

websiteslink.Inthe process,thesearchengineslookat threeaspectsbeforeputtingthemon thetopofthelistintheirsearch resultspage:

Ÿ Theamountofmoneythe companyisbidding

Ÿ Howrelevantthekeywordiswith thewebsiteanditsproducts

Ÿ Howoptimizedisthelanding pageofthewebsite

ContentMarketing

ContentMarketingisaprocessof creatingrelevantcontenttoacquire newcustomers.Thecontentmustbe

valuabletothecustomersand consistentinquality.Itisakeytool forSEOandhelpsthewebsitetoget noticedonsocialplatforms.Good Contentshouldnotbepromotional buteducationalandinspirationalso thattheusercanseethewebsiteasa sourceofinformation.

MobileMarketing

Mobilemarketingrefersto advertising/sellingtheproductsand servicestopotentialorexisting customersthroughtextmessageson theirmobilephones.Thisisoneof themostdirectwaysofmarketingas theresponsetimefromcustomersvia

smart phoneis highest. 97%ofall thetext messagesarereadwithin4minutes ofbeingsent.Thecompaniesacquire newcustomerseverydaybyoffering themdiscountsonitsproducts throughtextmessages.

SocialMediaMarketing

Socialmediamarketingreferstothe processofinteractingwithcustomers

throughsocialmediaplatforms.Companies advertise,sell,andassistcustomersonsocial mediafornumerousreasons:

Ÿ Creatingbrandawarenessforfree

Ÿ Togetfeedbackdirectlyfrom customers

Ÿ Getmoretrafficonwebsiteandimprove SEOrating

Ÿ Acquirenewcustomerandexpandsales

Ÿ Marginallylowmarketingcost

Ÿ 47%ofallinternetusersareonFacebook

Ÿ 88%ofproductpurchasesarePinterestpinned

EmailMarketing

Emailmarketingisaformofmarketingthatenables companiestocommunicatepotential/currentcustomers throughelectronicmails.Theprocessincludes:

Ÿ Sendingemailstocurrentcustomerstoenhance relationshipwiththemforbrandloyalty

Ÿ Toacquirenewcustomersortoconvincethecurrent onetopurchase

Ÿ Advertisingthroughmail

Thekeybenefitsofemailmarketingincludecost effectiveness,flexibilityandbetterrateofsuccess.The contentmustberelevantandusefultotheuser,should lookauthenticandstrategicandwell-coordinated.

MarketingAutomation

MarketingAutomationisatoolthatkeepsallyourdigital marketingactivitiestogetherandsynchronizesthemfor efficientandeffectivebusiness.Italsomeasuresthe performanceandROIforfastergrowth.Automation givesdirectiontothecompanybyprovidingitdatathat showstheareaofimprovementandwaystoimproveit.

Inotherwordsitenablesthecompanytoknowwhatitis doingandwhetherisitfeasibleornot.

Digitalmarketinghasbecomeamilestoneinthisever changingdigitalworldandhasreplacedtraditionalways ofmarketingtosomeextentbyofferingavarietyof marketingtoolsthatareverycostefficientcomparedto theoldmarketingtechniques.Itenablesbetter interactionswithcustomers,resilientmarketingand bettercustomerrelation,rapidgrowthinsalesand overalleffectivedevelopmentofbusiness.Needlessto say,DigitalMarketingmayjustbenamedasMarketing.

The

Amitabh Ramani

Spearheading with Strategic Marketing Initiatives

Havingmultichannelandconnectedexperiencesare

notfuturetrends;instead,thesehavealready becomethewaypeoplecommunicate.Tocreate highlyengaginguserexperiencesforcustomers understandingbehavioralinsightsisessentialtoinfluencea business.Itisimperativetolearnthatcustomerswith positiveexperientialoutcomesaremoreinclinedtostay longerwithabrand,telltheirfriendsaboutit,andadvocate loyalty.ThispatternledAmitabhRamanitoguide marketingeffortstotransformcustomerexperiences, creatingamoredesirablefutureandbetterengagementfor companieshehasworkedwith.

AstheGlobalMarketingDirectoratJadeGlobal, AmitabhleadsStrategicMarketinginitiatives,driving changethroughamixofinnovativetechnology,storytelling,nuancedwithanenrichedunderstandingofB2B consumerbehavior.Hehasraisedthebarofthevalue deliveredtoclientsthroughautomation,handlingseveral state-of-the-artprojectsfrominceptiontocompletion, aimingtodeliverhisbest.

TheInitialRoots

Amitabhreminiscedtheexcitingearlydayswhenhewas deeplyinvolvedinbuildingmarketingroadmapsfrom scratchwithhisteam,managingtogetcustomersonboard. Thoughitwerecherishingmomentsfortheorganization,he hadtoovercomevariouschallenges,makingleaders understandthatmarketingisacorefunctionandnotonly support.Hethrivedonexplainingtothemtheimportanceof brandingandhowinvestmentinbuilt-inbrandequity reducescosts,buildscustomerloyalty,anddrivessales. However,Amitabhhadanenthusiasticteamworkingon multipleprojects;theyunderstoodthemoreprofound theoriesaroundbuildingbrandsandactualizingmarketing plans.

Budgetallocationofresourceswasalsoanotherchallenge thatAmitabhhadtoovercome.Heasserts, "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." Heiskeenonblurringthesiloedboundariestogainmore influenceasdifferentpartsmoveclosertowardreal synergies.Itcanempowerteamstodelivermorevalueto betterunderstandtherolesofothers.Headds, "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-DisciplinaryExpertise

Amitabhhasbeenworkinginthetechindustryformore thanadecade.Hehashelpedcompaniesacrossmultiple sectors,improvingthequalityoftheirproductandservices, enhancingtheirmarketing,branding,sales,andcustomer service.Hehasalsocollaboratedforproductdevelopment andbusinessgeneration,resultingincontinuoussuccess.

Asabelieverinthisnewageofdataandtechnology, AmitabhstatesthatthePandemicpushedorganizationsto achievetheimpossible.Astheoldsayinggoes- necessity is the mother of invention-theworldwitnessedthemost significantsurgeofmartechtoolsintheindustry.It acceleratedreachtothecustomers,gaveabetter understandingofprospects,anddefineditsidealcustomer base.

AmitabhbroughthisexpertisetoJadeGlobal,transforming itfromtraditionaltodata-driven.WithtoolslikeGoogle Analytics,HubSpot,ZoomInfo,SEMRush,andmany more,thecompanycantrackeachactivitycarriedoutonits websiteandsocialmediaandkeepacloseeyeonits competitionplusgetadetailedviewofthecustomer.It constantlyevaluateswhatworksmosteffectivelyatdriving userstotheirmodules.

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.

“ “

LeveragingTechnology

Amitabhisatechnologyevangelistwhoaimstocreate frameworksandtrajectoriesthatallowconceptualizing pathsthatincludeinnovativetechnologiesrightfromthe onset.Heexpresses, "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."

JadeGloballeveragestechnologyto:

1.Deliverhighlypersonalizedcustomerexperiences. 2.Gaincustomerinsightsforbetterdecision-making. 3.AutomationofallourtaskstoimproveTAT

Ithelpsthecompanystayfocusedonitscoremarketing objectivesanddeliverbest-in-classexperiences.

TheGoalsAhead

AmitabhfeelsfortunatetobepartofJadeGlobalinthe longrun.HelooksforwardtoreachingthezenithwithJade Globalasoneoftheworld'stopconsultingcompanies.He alsowantstogrowandmentorthenextgenerationof technomarketers.

BequeathingExcellence

Amitabhadvisesbuddingentrepreneursaspiringtoventure intothemarketingsectortolearn.Hesays, "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." Hebelieves thatthejourneyofthousandmilesbeginswiththefirststep.

Amarketer'sgoalistocreatevaluablecommunicationwith thehelpofdifferentmarketingstrategiesandengageevery consumertargetoneachstageofthelifecycletomeetthe objectivessetforth.Amitabhnotes, "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."

CommittedtoCustomerSuccess

JadeGlobalispoweringinvestmentstohelpitsclient succeed.Itstandsfirmonitsfourcorevalueswithashared commitmenttoenliventhesevaluesdaily:ClientFocus, Innovation,Integrity,andCommunication.

Thecompanyiscommittedtopursuingexcellencewithout losingsightofwhatismostimportant–itsclientsand people.Itscollaborativeapproachwithadiverseteamof brightestandinnovativetalentenablesittoexceedclient expectations.Itthrivesonchallengesandconstantlythinks ofnewwaystooffereverythingthebestpossiblesolution. Asatechnologyleader,JadeGlobaleffectivelyidentifies, hires,andretainsindustryleaderswhodriveorganizationwidechangeforbusinessesinvariousindustriesthrough strategicthinkingandinvaluableexpertise.

The 10 Most Influential CMOs to Watch, 2022

Marketinghascomesofarwiththenew advancementsintechnologiessuchasAIand automation.Thejobofmarketinghasbecome moreconvenientaswellascumbersomeatthesametime, asmarketingleadershavetoperformseveraltaskstoreach outtotheirpotentialcustomers.Despitethesedifferencesof modernandtraditionalmarketingpractices,manyleaders havesmoothlycarriedoutallthemarketingfunctionsand achievedthedesirableresults.Withintenttorecognizetheir significantcontributions,InsightsSuccesshascompiledits listofThe10InfluentialMarketingLeaders,2019.

Thislistisincompletewithouttheinspiringworkof AndreaSaravia,theGlobalMarketingDirectorof Ufinet Andreahasbeenamarketingandbranding specialistfor24yearsnowandpossessanMBAspecialized inbusinessleadingandmarketingfromESIC,Madrid, Spain.ShehasbeenUfinet’sMarketingDirectorfor5years now,andhastackledmanychallengeseversince,suchas positioningUfinet’sbrandinadifficultandever-changing marketasisthetelecommunicationssector

StartedYoung

Andreastartedhercareerin1995asanExecutiveKey AccountManagerinanadvertisingagency.Sincethat momentsheknewshewasmadeformarketing.Beingable togettoknowmanycompany’sprofilesandbusinessesat theircoreandtoembracetheknowledgethateverysector hadtooffer,allowedhertogrowinaveryintegralway, openingherpathtoachieveresultsnomatterwhatthe segmentsheworkedwith.Shehasoperatedinmanysectors

includingadvertising,PR,law,interiordesign,magazines, nutrition,andtelecommunications,whichshehasloved most.

Andreastartedworkingveryyoung,attheageof18.She didnothaveanyexperiencebefore.Thejobinthe advertisingagencywasverystressfulandshehadan importantoverloadofwork.Shedidnotknowatthetime howtomanageheremotions,thepressureandhertime.It tookhermanyyearstoknowherselfandfindthebestway togetthingsdonewithoutlosingcontrol.Later,shelearned notonlytogetthrougheverysingleobstaclethatcameher way,butevencravethemastheymakeherlifemuchmore interestingandchallenging.

SourceofInspiration

TherearevariousfactorsthatinspireAndreathemost.She firmlybelievesinaphrasewhichstates,“dowhatyoulove, lovewhatyoudo”.Beingabletodothishasgivenherthe opportunitytotackleallthechallengesthatcomeherway andgrowasaprofessionalleader

AnothersubjectforAndreahasalwaysbeenlearningnew thingseveryday.Inheropinion,peoplewouldbesurprised knowingallthehiddentreasurestheycanfindbyjust openingtheirmind.Havingawork-lifebalanceisakey matter,enjoyingbothprofessionalandpersonallifewith familyandfriends.Fewotheradditionalmovesthathave inspiredhertoraiseincludesgivingtheextramile-always; workingsmart,nothard;takingriskseventhoughyoumay fail;andfinallychallengingyourselftodream.

“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 Global Marketing Director Ufinet

RepositioningasaBigPlayer

In2014aprivateinvestorboughtUfinetfromGasNatural FenosaTelecom.ThemostchallengingtaskwastorepositionthecompanyasUfinet,abigplayerinthe telecommunication’smarket,participatinginvarioustrade showsinseveralcountries,creatingthefirm’sonlineimage fromscratch,suchasthecompany’swebsite,aLinked-In profileandothersocialchannels(inexistentatthetime), andmoreoverinteriorizingthebusiness’sgreatassets, vision,missionandvalueswithinthecompany’spersonnel. Thatwaskeytocreateawarenessaboutthecompany’s ethics,itstop-notchservicesaswellascreatinganexcellent post-salespackagetogetthefirm’sclientsnotonlyto chooseUfinetforitsstrengthsandadvantages,butalsofor fallinginlovewithastrategyoftakingcareoftheirown businessgrowth.

BeingAuthenticwithCustomers

AccordingtoAndrea,Ufinethasoneofthebeststrategies inthetelecommunicationsmarket,beinganeutralcarrierof carriers.Thismeansthatthecompanydoesnotreachthe endcustomerandtherefore,itdoesnotcompetewithits clients,whichisoneofthemainissuesitusestotackle competition.Nevertheless,itscompetitorsarealsoits clients,whichmakethetaskmuchtrickierandmore difficult.So,thebestwaytomarketitscompanyremainsto behonestandauthenticwithitsconsumers.

AnotherkeyfactoristheclosenessUfinethaswithits customers.EveryclienthasitsownKeyAccountManager, whoisavailablealmost24/7forthem.Thisprovidesthe

companywithanadditionalhands-onapproach,asitgetsto knowandfullyunderstandtheirmostimportantneedsand obstacles.

WhenaskedaboutthefuturegoalsAndreastates, “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.”

AnEssentialAdvicetobeIncorporated

Andreaadvisesemergingentrepreneurstostriveforsuccess andqualityeverytime.Shesays, “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.”

Ève Laurier Instilling Pride in Bombardier

ÈveLaurier,VicePresidentofCommunications, MarketingandPublicAffairsatBombardier,is leadingthecompany’scommunityandgovernment engagement,itsemployeeandcustomeroutreach,and stewardingthebrandjourneyinternallyandexternally, aroundtheworld.InsightsSuccesscaughtupwithÈveto learnmoreaboutherjourneyandwhatmakeshersuchan influentialleader

Below are the highlights of the interview:

Briefouraudienceaboutyourjourneyasabusiness leaderuntilyourcurrentpositionatBombardier.What challengesdidyouhavetoovercometoreachwhereyou aretoday?

Workingasamarketingandcommunicationsprofessional enablesmetoshapethedevelopmentandevolutionof productsandservices,whilesupportingaudience interpretationandunderstandingofbenefits.Creating,and protectingreputationsandinstillingprideisessentialfor continuedbusinesssuccess.Stewardingbrandsexternallyto globalaudiencesandinternallytocolleaguesisincredibly stimulating.Itisalsocriticalforaudienceacceptance, whichmakesitoneofthemorechallengingareasof marketinganybrand,andoneofthemorechallenging elementsofmycareerjourney.

Overcomingthesechallengesbothatagencyleveland clientsidehashelpedmedevelopa360-business perspective,whichcombinedwithmorethantwodecades ofexperienceissupportingmystewardshipofthe Bombardierbrandwell.

TellussomethingmoreaboutBombardier,itsmission andvision.

HeadquarteredinMontréal,Canada,Bombardierisaglobal leaderinbusinessaviation,withaworldwidereputationfor

creatinginnovativeandgame-changingexecutiveaircraft forademandinginternationalaudience.Themissionofour exceptionallytalentedworkforceistodeliversuperior, world-classexperiencesthatsetnewstandardsinpassenger comfort,reliability,safety,productinnovation,while respectingtheenvironmentthroughacommitmenttoa sustainablefuture.Ourvisiondoesnotstoponceanaircraft transactioncompletes.Bombardierstayswiththecustomer alongtheirownershipjourneyprovidingsuperiorcustomer supportthroughdedicatedservicecentres,mobileteams andasingularambitiontoensurethattheBombardier ownershipexperienceisexceptional.

Onanenvironmentalandsocialfront,Bombardierisa signatorytotheUnitedNations’GlobalCompact, promotingitskeyprinciplesonhumanrights,labour,anticorruptionandtheenvironment.OurESGplanisaligned withtheUnitedNationsSustainableDevelopmentGoals (SDG),focusingonthosewherewecanhavethegreatest impact.Iamparticularlypassionateaboutourrolein helpingpropelthewidespreaduseofSustainableAviation Fuel,orSAF,atBombardierandthroughoutthefacilities.It isanimportantpillartowardourindustrytosignificantly lowerCO2emissionsandSAFisapowerfulsolutionasit canbeusedbyexistingaircraft.

Enlightenusonhowyouhavemadeanimpactinthe Aerospacenichethroughyourexpertiseinthemarket.

Iamdelightedtoleveragemyskillstocommunicatethe strengthanddepthoftheBombardierproducts,philosophy, andbrandtoourglobalcustomers.Asweadheretoour pledgeforasustainablefuture,weareproudofthelevelof employeeengagementthatismakingthecommitmentto thisgoalpossible.Wehaveinvestedsignificantlyinmaking ouroperationsandfacilitiesmoreenvironmentallyfriendly, andwecontinuetoinvestinsustainabilitythroughour R&D.It’salsoveryimportanttomethatwecontinueto leadindustryengagementintheeducationandadoptionof

Ève Laurier | Vice President of Communications, Marketing and Public Affairs | Bombardier

sustainableaviationfuel.Fromthissolidfoundationweare gladtobeinfluencingourowncommunity,government, industrycolleaguesandcustomers’thoughtsabout environmentalresponsibility Throughmessaging, communications,andmarketingIampleasedtobemaking animpactbychangingtheenvironmentalnarrativefrom whattheaviationsectorisnegativelycontributing,towhat wearepositivelyachieving–itisamonumental transformationforme,Bombardier,andtheindustryasa whole.

Astheaerospaceindustrycontinuesitsevolution,theneed toattractamorediverseworkforceisessential.Wearea multinationalorganizationpresentin14countries,andwe areproudofthenumberofnationalitiesthatarerepresented amongstourcolleagues.Wealsorecognizethatitisour responsibilitytocreateamoreinclusiveworkforceand increasethenumberofunder-representedgroupsinour teams,whichthroughsolidcommunicationsaboutthe workingenvironment,attractsabroadsetofapplicants.As afemaleseniorexecutive,Iamalreadyplayingmypartin achievingthisgoal!

Don’t wait for the opportunities, make them, and be sure to take them.

“ “

Undeniably,technologyisplayingasignificantrolein almosteverysector.Howareyouleveraging technologicaladvancementstomakeyoursolutions resourceful?

Bombardier’stechnologicaladvancementshavea sustainableimpactandthankstovisionarydesignand developmentourflagshipaircraft,theGlobal7500aircraft, isthefirstbusinessjettohaveanEnvironmentalProduct Declaration(EPD).Thisthird-partyauditprovidesdetailed informationabouttheaircraft’slifecycleenvironmental footprint.Asthefirstbusinessjetconceivedwiththis approachitclearlyhighlightsBombardier’scommitmentto itsoverarchingenvironmentalsustainabilitystrategy

Exemplifyingourindustry-leadingstanceisthecreationof theglobalsustainableaviationfuel(SAF)initiative. BombardierisakeymemberoftheBusinessAviation CoalitionforSustainableAviationFuel,andwe’reproudto besignificantlycontributingtoencouragingtheincreased uptakeof,anddemandfor,thecarbonemissionsreducing fuel.Werecogniseourresponsibilitytotheplanetand remaincommittedtodeliveringexceptionalproductsfor ourcustomersandtheenvironment.

Ifgivenachance,whatchangewouldyouliketobring inthemarketingindustry?

Bombardierisalreadyinstigatingchangeinthemarketing sectorbybreakingdownsilosthathavetraditionallyexisted alongthebusinessjetownershipsupplychain.Formerly explicitproductdetailswerethefocusofmarketingactivity howeverweareevolvingourstrategytoenhancethe customerexperiencethroughtheforgingofaninnovative suiteofrelationshipswithadiversesetofaviation companies.

Byfacilitatingsimplifiedaccesstoleadingprovidersof essentialaviationservicesthroughtheBombardierbrand wecandeliveraseamlessoperationalexperiencethatsaves time,moneyandreducesworkload.

InSingaporewehaveenrichedourmaintenance,repairand overhaulofferingbyformingastrategicrelationshipwith awardwinningfixedbaseoperatorJetex.Throughtheir privateterminalatSeletarAirport,Jetexoffersstate-of-theartflightplanning,concierge,fuel,andotherground supportservices.Wehaveasimilarrelationshipwith SignatureFlightSupportintheU.S.andEurope,providing ourcustomerswithasuiteofmulti-facetedinitiativesthat transformandenhancetheserviceexperienceatour

facilities.Fromarrivaltodeparturecustomershaveaccess toalltheelementsnecessaryforaseamlessoperational experience.

Thisbreakingdownofsiloschangesthemarketing landscapeaswemoveawayfrommarketingaircraftand addvaluebydefiningaholisticcustomerlifestyleapproach.

Wheredoyouenvisionyourselftobeinthelongrun andwhatareyourfuturegoalsforBombardier?

AsaseniorexecutiveatBombardier,I’mintheprivileged positionofbeingabletosupportcompanygrowth,evolve itsreputation,deliverthesustainabilitymessageeffectively, andinfluenceindustrychangesandattitudesintermsof attractingwomenandunder-representedgroupstothe sector.ThiswillnotonlyenhancetheBombardierbusiness, butitwilleffectpositivechangewithintheindustryaswe leadbyexample.

IalsowanttodemonstratethehumansideofBombardier throughcreativestorytelling–buildingastrongnarrative thatresonateswithauthenticityandinspiration.I’m passionateabouttellingBombardier’sstorythroughthe eyesofitspeople.Ourdedicatedandhighlyskilled workforcegivethebestofthemselveseachdayandit reflectsinthequalityofourproductsandservices.It’s importanttoconveythestoryfromtheirperspectiveto revealthehumanspiritbehindourworld-classorganization.

Whatwouldbeyouradvicetobuddingentrepreneurs whoaspiretoventureintothemarketingsector?

Thereisnosinglepieceofadvicethatwillmakean entrepreneursuccessfulastherearesomanyfactorsinplay, butyoumustbelieveinyourselfandyourgoals.Don’twait fortheopportunities,makethem,andbesuretotakethem. Surroundyourselfwithpositivepeoplewhohavesimilar goalsandaspirations.Don’tthinktoohardaboutallthe thingsthatyoucan’tachieve,focusonthoseyoucan,and therestwillfollow.

ReformingBenchmarks

The Significance an of Effective Marketing Strategy Marketing Strategy

Marketinghasbeentherealessenceinthe

upliftingofanyOrganizationinthelongrun. Whilethereareanumberofotherparameters thatfosterabusiness,marketingcertifiestobethebaseof it,upholdingtheawarenessandreachitrequires,printing itsmarkworldwide.

Forallfirms,whetheranypoorstart-uporan MNC giant, aneffectivemarketingstrategycanserveasapivotalroadmapfortheentirebusiness.Bydevelopingacoherentand wellconsideredmarketingstrategy,organizationscan promotetheirbusiness,targettherighttypesofclientand allocatetheirresourcescorrectly,allwhilesafeguardingthe reputationofthefirm.

Becauseoneparameterofamarketingplanaffectsallofthe others,synchronizingactivitiesiscriticaltoeliminate obstaclesandmaximizeprofits.Amarketingstrategylooks atalltheareasofthesalesactivitiesandhelpseachone supportthenext.

Oneofthemostimportantaspectsofanymarketing strategyrelatestorecognizinggrowthopportunities.This canbeefficientlydonebyusingthe SWOT analysis.Once anorganizationidentifiesits strength, weaknesses, opportunities and threats ofanymarketingscheme,it becomeseasiertoen-cashthoseopportunitiesand reconsiderwhatcourseoractionshouldbetakento eliminateprevalentthreats.

Theunderlyingfocusoftheorganization’smarketing strategyshouldbebasedontheconceptofdevelopingand increasingawarenessofthecompany’sbrand,andalsoon developingtrustassuranceinthatbrand.Acompany’s credibilityorserviceisitsmostimportantasset.Hence, attemptsshouldbemadetoenhanceandprotectitduring thecourseofthemarketingprocess

. Understandinghowtocreateanintegratedmarketing strategyisthekeyhelptomakebetterindividualdecisions withrespecttospecificmarketingtactics.Inorderto achievethis,organizationsmustimplementrobustand efficientmarketingstrategiesasquicklyaspossible.Allthe keycomponentsofamarketingstrategy,ifcateredand appliedinthebestmanner,helpstodesignandmanufacture successfulbusiness.

Herearesomeofthecrucialparametersthatplayapivotal roleinsuccessfullyimplementingandnourishingeffective marketingstrategies.

GoalsandObjectives

Aswithalltheplans,goalsandobjectivesaretheoriginof anytarget-orientedorganization.Withoutapropermixof theseobjectivesaccordingtotheprevalentresources,a companyprovestobeinefficientinthelongrun.

Itcanbeginbythinkingthroughgoal-specific accomplishments,identifyingbasicmarketingobjectives,

whichmayincludesomeofthefollowingaspects:

Ÿ Increasedbrandrecognition

Ÿ Growthinthemarketshare

Ÿ MarkettoNewCustomerSegments

Ÿ Digitization

Investment,BudgetandRevenue

Oncetheobjectivesforthebusinessarefullydetermined, theconceptof On-margin investments,BudgetandEnd revenuecomeintoplay.However,thereisneverenough budgettocoverallthemarketing‘wish-lists’adequately TheprocessofInvestmentisiterativeandoperates continually.Itmaybeafunctionof:

Ÿ Comingupwithbudgettoshelterallthemarketing needs

Ÿ Identifyingtheobjectivesthataremorecriticaland inclinedtowardsthesuccessfactorandreallocating budgetmeettop-priorityobjectivesona‘first-serve’ preference.

Ÿ Searchingforinnovatingwaystostretchthemarketing budget.Forexample,contentdevelopment, low-cost crowdoutsourcingetc.

Ÿ Constructingabigpictureviewandreviewingthekey marketingthrustareas.Othersparameterssuchasspend comparison,consumptionofutilizationchannels, websiteoptimizationetc.shouldbefetchedunder consideration.

Asfarasrevenueisconsidered,amarketingstrategyis usedtodeterminetherevenuethatthecampaignwill deliver Allofthepartsthatgointodeterminingrevenue, includingthebudgetallottedtothecampaign,productcost, sellingpriceandthelifespanoftheproduct,shouldallbe consideredwhiledevelopingthemarketingstrategy The estimated End-Revenue canbemeasuredagainsttheactual revenue,andthatinformationcanbeusedtocreatefuture marketingstrategiesthataremoresuccessful.

TargetAudienceandBuyerJourney

Trackingandanalyzingthedynamicandchangingneedsof theaudienceunderradarispivotalineffectivemarketing. Identifyingthedemographicandpsychographic characteristicsofthetargetaudienceaidstorelocalizethe radiusunderconsideration.Basedontheavailabledata,

segmentationshouldbedonetoprovidequalifiedandneedbasedresources.

Abuyerpersonaisafictionalrepresentationofyourideal customerbasedonstatisticalmarketresearchandthe prevalentdataaboutyourexistingcustomers.After developingbuyerpersonas,developingtheBuyerJourney foreachsinglepersonaanditsinteractionwiththebrandis consideredtobethekeytoimplementtrustandsatisfaction amongthetargetaudiences.

MediaandMessaging

Messagingisaprocesswhichsignifiesthefirm’sintentions, andinformstheactualpurposeofyourbusinesstothe externalworld.

Basedonadetailedevaluationofhowtargetisreacting withthevariouscomponentsofthebrand,establishanapt messagingmedia,tone,sellingpropositionsandkeyterms thatarelikelytoresonatethemost.

DeterminingtheChannelMix

Ÿ Analyzeanddecidewherethebusinesswouldgetthe most Return on Investment (ROI).Thiscanbedoneby echoingthechannelsaroundthreeroadcategories:

Ÿ Traditionalmarketingchannels(TV,Radio,Newspaper, DirectMailetc.)

Ÿ DigitalMarketingChannels(Website,Mobile applications,Socialplatforms,onlineadvertisements etc.)

Ÿ ContentMarketing(Blogs,Newsletters,e-books,Infographicsetc.)

Competition

Thoughtheroleofcompetitionindevisinganoptimal marketingstrategyislimited,ithelpstodrawcomparisons amongidenticalproductsandgroups,providingscopefor ‘brand-improvements’.Inordertosymbolizeapowerful campaign,marketingstrategyneedstoofferadetailed descriptionofthecompetition,accordingtothesmall businessexpertsattheCenterforBusinessplanning.

Theobjectiveofthemarketingstrategyistoprovide historicalinformationonhowthecompetitionhas advertisedproductsinthepast,thetargetmarketthe competitiongoesafterandtheproductfeaturesthatthe competitionoffers.Someotherfactorsincludecompetition pricing,thecompetition’sdistributionnetworkandthesales strategies,whicharealsoapartofthecomprehensive marketingstrategy.

Changing the Face of Organ Transplantation

Differencemakerscandrivemeaningfulchanges thattouchpeople'slivesatdifferentlevels. LeveragingherMITbackgroundandpassionfor makingadifferenceinthelivesofothers,SashaKinghas ledaremarkablepatient-centricapproachtoscientific innovationandcommercialgrowthsinceshejoined CareDxastheChiefMarketingOfficer

Sasha'spassionforimpactingpatients'liveshashelped CareDxdeliveranewstandardofcareforpatientswho've tradedend-stageorganfailureforasecondchanceatlife withanorgantransplant.Shehasalsohelpedsimplify patients'day-to-daylivesbyrollingoutat-homeblood testingforimmunosuppressedtransplantrecipientsduringa globalpandemic.

Togetherwithhercolleagues,Sashalaunchednew diagnosticproductsthatenhancecareforpatientsliving withadonatedheart,kidney,liverorlungandpatientcentricdigitalapplicationsthathelpimprovecomplex medicationadherenceregimens.

LeadingwithInnovation

SashastatesCareDxisfullyandexclusivelydedicatedto transplantpatientcare,focusedonsolidorgantransplants withanacutemedicalneed.Shenotes, “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.”

WhenCareDxwasfounded20yearsago,itfocusedonnew emergingtechnologyandidentifyingthebestmarketfit basedonthetechnologyitself.Thecompanylookedat

everyplacewhereitsproprietarygeneexpression diagnosticscouldbeimpactful.Earlyon,thecompany decidedtofocusonhearttransplants,wheretherewasa significantunmetmedicalneed,andavailableproducts wereinvasiveandlaggingindicatorsofheartrejection. CareDxwasthefirsttointroduceanon-invasivebloodtest toassesstransplantedorganhealth.

Sashamentionsthateightyearsago,aroundthetimethe companywentpublic,thecompany'sformerCEO,Peter Maag,putafirmstakeinthegroundanddecidedtofocus exclusivelyontransplantpatients.Itwasn'tenoughtooffer atesttoidentifyrejection.Hewantedtoexpanditsmission tohelptransplantrecipientsateverystageoftheirjourney, pre-andpost-transplant–fromorganmatchingtowaitlist supporttopost-transplantsurveillancetomedication adherence.

ThecompanynamewaschangedtoCareDx,revitalizing thecourseforthecompany AfterlaunchingAlloMap Heart,theworld'sfirstnon-invasivetesttomonitorimmune quiescence,itrealizeditneededtoevaluatemultiple dimensionsoforganhealth.Sashashares, “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.”

CareDxisnowplowingnewfrontiersinmultimodality diagnostics,combininggeneexpressiontestswithdonorderivedcell-freeDNA(dd-cfDNA)togivetransplant physicianstheearliestandmostcomprehensivepictureof post-transplantorganhealth,enablingtimelier,tailored medicalinterventionsifproblemsarise. ® ®

Sasha King Chief Marketing Officer

CareDx

“ “

DentingtheUniverse

Asthecompanygrewandnewproductswereintroduced, Sashaworkedwithherteamtobuildoutsales,marketing, andcustomercareteams,andsupportingreimbursementto ensureAlloSure wasreadilyavailableforalltransplant patients.Incontrast,previoussolutionsfortransplant patientswereeitherlaggingindicatorsoforgandamageor invasivebiopsies.Sashamentions, “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.”

EmbracingTechnology

SasharealizedearlyonthatCareDx'ssuccessdependedon averyhightouchpersonalizedservicetosupportthe logisticsofblooddrawsandtest-reportgeneration.She understoodthatlogisticsshouldneverbeabarrierto physicians'abilitytodeploynext-generation,non-invasive, post-transplanttools.Thus,CareDxhaspatientcare managerswhocallpatientsandscheduletheirblooddraws, simplifyingtheprocessfortransplantrecipients,their patientcareteam,andproviders.

RemoTraC,amobilephlebotomyservice,allowspatients todrawtheirbloodfromtheirhomes.Itbecameanessential servicewhentheCOVID-19pandemichit.Sashanotes, “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.”

SinceCareDx'sinception,ithashelpedmorethan80,000 transplantpatientswithitstestingservices.Twiceamonth, thecompanyhostspatientwebinarsandthousands subscribetotheirnewslettertostayontopofthescience andthelatestresearch.Asatransplantcompany,CareDx playsanexcitingrolewithitsdigitalplatformtobring transplantpatientstogether,sotheycantalktoeachother, learnfromeachother,andsupporteachother.

TheNextBigStep

CareDxismovingintomonitoringthehealthofcancer patientsafterreceivingallogeneiccellulartherapiesand stem-celltransplantation.Sashaasserts, “When you transplant someone else's stem cells or bioengineer somebody's cells, that is a form of blood-based or cellbased 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.”

BequeathingBrilliance

Sashaadvisesaspiringentrepreneursventuringintothe marketingsectortotakefeedbackeffectivelyandbe comfortablewithpivotingandmakingchangesthatcanbe asignificantenablerofsuccess.Sashasays, “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.