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The Traits that Symbolize Proficiency

Editor’s Desk

AbhishekJoshi AbhishekJoshi

Themarketingindustryhasahistoryofbeing

unpredictable,particularlyinthelastfewdecades, asconsumerattitudesandtechnological advancementshaveundergonesigniﬁcantchanges.They occasionallyhavetomanagesalesanddistribution. Sometimestheyareaskedtoworkinpublicrelationsand customerservice.Italldependsonwhatiscurrently expectedofthem.

Asaresult,CMOsnowneedtobeversatilemastersofall trades.Theymustbeawareofthemajorityofactivitiesat theircompany.Therealwaysseemstobeacoresetof characteristicsthattheyallshare,despitetheshifting expectationsandvariousroles.

Eventhoughtheyassumealeadershipposition,aCMO mustbeanexceptionalteamplayer Theyshouldbe constantlyseekingtheinputofeverybodyelseinvolved.It’s alsovitalthattheyactasamediatorbetweenthedistinct partsoftheirteaminordertosolveissuesandfoster cooperation.Inmanyways,theCMOactsasthebonding forcethatholdsamarketingteamtogether Theirjobisto keepeverybodyfocusedandremindthemofthebigger picture.Theyaccomplishthisbygettingalloftheteam membersonthesamepage,unitedunderasinglecohesive vision.

Weliveinaneradeﬁnedbyrapidlychangingtechnology. Socialmedia,inparticular,israrelystatic;itcanchange dramaticallyinasingleday.Giventhatthemajorityof marketingnowtakesplaceonsocialmedia,CMOsmust understandhowtoevolvewithit.

AsuccessfulCMOisalwayslookingforinnovative solutions.Theyrecognisetheimportanceofinnovationand arewillingtotakeriskstofacilitateit.Furthermore,they

understandwhentoletgoofthepastandwhatthey've grownaccustomedtoinorderfortheirteamtomove forwardandexploreinnovativeapproaches.

Ittakesalotforamarketingcampaigntostandoutfromthe crowd.Beingexciting,ground-breaking,anduniqueisthe bestwaytocutthroughtheoversaturateddigitallandscape.

AgoodCMOisalwaysawareofhowthecustomeris feeling.Theyfrequentlymonitorsocialmediatogauge publicsentiment.Theyalsoserveascustomeradvocates withintheirteams,consideringhoweachdecisionmay aﬀecttheconsumerandarguingintheirfavour.

Spotlightingsuchstauncharistocratsfromthemodern industry,InsightsSuccessfeaturessomeoftheenthralling storiesofTheMostInﬂuentialCMOstoFollowin2023 Flipthroughthepagesandindulgeintheaspectsof coherencycombinedwithadistinctiveblendofmodern advancements.

Have a Delightful Read!

Marketing a Proof of Trust

Rosenfeld

Managing

Abhishek

Senior

Marketing

Business

SME-SMO

Circulation

FeaturedPerson

AbdulSani AbdulMurad CMO

AmitabhRamani

GlobalMarketing Director

AndreaSaravia GlobalMarketing Director

BradRosenfeld, ChiefMarketing Head

DanoeleJoubert Growthand OperationsLead

EveLaurier, VPofCommunications, PublicAﬀairsand Marketing

SashaKing, ChiefMarketingHead

The Most Influential CMO’s to Follow in 2023

CompanyName

RHBBankingGroup rhbgroup.com

JadeGlobal jadeglobal.com

Uﬁnet uﬁnet.com

Prove prove.com

UberEatsSSA

Bombardier bombardier.com

CareDx caredx.com

Brief

Abdulisinspiredbytoday'schallengeofdeﬁningabrand's uniquepurpose,thenactingonthatpurposetocreateﬂuid, meaningfulinteractionsacrosscomplextouchpoints.

AmitabhRamanihasledstrategicmarketinginitiativesoverthe past18yearstodrivechangethroughamixofinnovative technology,andstory-telling,nuancedwithanenriched understandingofB2Bconsumerbehavior

Andreaisanexperienced,accomplished,andresults-driven professionalwithmorethan15yearsinB2Bmarketing strategyandbranding.

Bradisfocused onleveragingsophisticated,data-driven marketingstrategieswithemotionalbrandbuildingandproduct developmenttoyieldhyper-revenuegrowth.

Danoeleisaninnovative,enthusiasticindustrialengineerwho wantstousehisskillstocontributetotheworldaroundhim andmakeitabetterplace.

Èvebringsmorethan20yearsofknowledgeandexperiencein publicrelations,communications,corporatemarketingand brandingtoBombardier.

SashaKingbringsover10yearsofdiagnosticsandgenetic testingexperience.

I've helped many marketing leaders from across industries to leverage the latest technology to prevent onboarding abandonment and fix their leaky sales funnel.

C O V E R S T O R Y

Brad Rosenfeld, CMO Prove

In his play All's Well That Ends Well, William

Shakespeare famously writes: "Love all, trust a few…"Whiletheplayisseveralhundredyearsold, these words are still relevant today as companies struggle to trust more customers online. With fraud on therise,brandsareoftenforcedtorequireconsumersto complete cumbersome security measures, leading to friction,frustration,andlostbusiness.That'swhereNew York-basedtechcompanyProvecomesintothepicture.

Proveisonamissiontorebuilddigitaltrustbyhelping companies authenticate and verify consumer identities withoutaddingfrictiontotheuserexperience.Tospeak about Prove's success in empowering companies to boost their revenue while cutting down on fraud, we spoke with Brad Rosenfeld, the company's Chief Marketing Oﬃcer (CMO). In this wide-ranging conversation,weaskedBradabouthisjourneyupuntil now,thechallengeshefacedalongtheway,histhoughts on the marketing industry, the mission of Prove, and whatheseeshimselfdoingnext.

Below are the highlights of the interview:

Brieﬂydescribeyourprofessionaljourneyupuntilnow.

Afterundergrad,Ifoundedamarketingtechnology consultingcompanythatconnectedhighlyregarded nonprofitswithmajornamebrandcompanieslikePapa John's,Sonic,andSubway.Asaresultofthesestrategic partnerships,wewereabletoboostrevenuethrough affinity-baseddigitalproductswhilealsoprovidingmuchneededfundingtononprofits.Aftersellingthecompany, IhonedmyproductmarketingskillsbyattendingColumbia BusinessSchoolandworkingat PhilipsSonicare.After that,IeventuallyenteredthepaymentsindustrywhenI movedovertoPayPal,runningNAB2BDigitalMarketing; Later,IbecametheCMOforBiz2CreditandBiz2X. Reflectingonmycareersofar,Irealizethat,inmanyways, mycurrentroleasChiefMarketingOfficeratProveisa culminationofallthesepastexperiences.Everyday,Iwork withanincredibleteamtotransforminnovativetechnology intosellableproducts,telltheProvestory,andworkto combatfraudhead-on.

Whatchallengesdidyoufacealongtheway?

Achievingtheperfectwork-lifebalanceisalwaysa challenge,especiallywhenyouarepassionateaboutwhat youdobutalsowanttobeanengagedpartnerandparent. Addahistoricpandemicandgrowingfamilyintothemix, andit'sevenharder!Idon'thavetheperfectsolution,butI trytobemorefullypresent,whetherintheoﬃceorat homewithmyfamily.

Whatsigniﬁcantimpacthaveyoubroughttothe marketingindustry?

When it comes to markeng technology, the more things change, the more they stay the same.

Overthepastfewyears,themarketingindustry'sscopeof workhasexpandeddramatically.Itusedtobethatgetting eyesonawebpagewasenough.Today,marketingexecsare increasinglyresponsibleforboostingsign-upsandeven improvingretentionrates.Overthepastfewyears,I've helpedmanymarketingleadersfromacrossindustriesto leveragethelatesttechnologytopreventonboarding abandonmentandﬁxtheirleakysalesfunnelonceandfor all.WatchingProve'ssolutionshelpworld-classmarketers reachtheirambitiousgoalsisoneofthemostrewarding partsofmyjob.

TellusaboutProveanditsfoundationpillar.

AtProve,ourmissionissimplebutpowerful:wedeliver

It's beer to get in on the ground ﬂoor of a smaller up-and-coming company than to be late to the game at Apple. The growth potenal is exponenally larger in smaller start-ups.

digital trust, providing businesses with the conﬁdence to do more. Today's digital world is plagued by fraud which contributestoadigitalecosystemlackingtrust.Withouttrust, consumers must jump through more and more digital authenticationhoops,resultinginlostbusinessandincreased operationsexpenses.Tosolvethisproblem,Proveleverages themobilephonetomodernizethewayconsumersprovewho they are with ease, accuracy, and privacy – allowing businesses to focus on what they do best: increase revenue, provide best-in-class service, and contribute to economic empowerment.

HowdoesProvepromoteworkforceﬂexibility,andwhat isyourroleinit?

Today,Proveoffersthebestofbothworlds.Foremployees whowantthecomraderyanddedicatedworkspaceofan office,Provehasahandfulofbeautifulofficesacrossthe globe,includingNewYorkCity,Denver,RedwoodCity, andLondon.Employeeswhocraveflexibility,arewelcome toworkfromhome.BecauseProve'sheadcountincreased rapidlyduringtheworstofthepandemictokeepupwith risingdemand,workforceflexibilityisinourDNA.

Whatisyourtakeontechnology'simportance,andhow areyouleveragingit?

Whenitcomestomarketingtechnology,themorethings

change,themoretheystaythesame.Whileit'scriticalto keepupwiththetimesanduseallofthetoolsatyour disposal,it'salsoimportanttorememberthebasics.Asa marketer,youneedtodevelopamessagethatresonates withyourcustomer,andthenyouneedtogetthatmessage outtherebyanymeansnecessary

Longstoryshort:youneedtousetechnologyandnotlet technologyuseyou.

Whatwillbethenextsigniﬁcantchangeinthe marketingindustry,andhowareyoupreparingforit?

KidstodayhavegrownuponMinecraft.Forthem,virtual realityandthemetaversearenotsomefar-oﬀconceptsbut aneverydayreality.Astheygrowupandtheirpurchasing powerincreases,marketerswillneedtomeetthis generationwheretheyspendtheirfreetimeandthat'son immersivedigitalplatforms.BecauseProveisinthedigital identityspace,weareactuallylookingforwardtoanot-sodistantfuturewheneverythingfromdesignergoodsto back-to-schoolsuppliesismarketedandsoldinvirtual reality We'llhelppropelthatindustryforwardbyhelping companiesverifyidentitiesseamlessly.

Whatareyourgoalsintheupcomingfuture?

Rightnow,mymaingoalistoputProve'stechnologyinto thehandsofasmanyprospectivepartnersaspossible.After execsseetheirresultsindigitalonboardingandservicing withProve,theyalmostalwaysmakeapurchase. Additionally,continuingtopushProveasathoughtleader inthespace.

Whatadvicewouldyouliketogivethenextgeneration ofaspiringbusinessleaders?

Ithinkit'sbettertogetinonthegroundﬂoorofasmaller up-and-comingcompanythantobelatetothegameata GoogleoranApple.Somanyyoungprofessionalsmissout onincredibleopportunitiesbecausetheironlygoalisto workforacompanywithwidespreadbrandrecognition. Havingworkedatbothmultinationalconglomeratesand smallerstart-ups,Icantellyouthatthegrowthpotentialis exponentiallylargerinthelatter