digital marketing specialist


Ever wonder where you’d be now if you’d made one different decision way back when? Whether you believe in fate or not, it’s always fascinating to look back and think “Wow, if that one thing hadn’t happened, I might be a completely different person today!”. Time and time again in the Marketing Expert Series, we meet people who ended up in digital marketing by chance; it was not what they had studied, and it certainly wasn’t what they had expected for themselves. Yet, they all love what they do.

In this issue, we meet a man who was in the wrong line of work when he first started. Fresh out of university, he went off to do what he thought was to be his career, until his boss let him know otherwise and set him on a new path.

We might never have had the chance to interview Navin Rajarathnam, if not for that chance of fate. He would never have gone into branding or marketing, and would never have had a fascinating and diverse career, or been able to share the insights of a said career with us in this issue of the Marketing Expert Series. We would never have been able to learn from his experiences or found out how he got to lead a dynamic team at GVE Asia, or share vicariously in his passion and drive.

Luckily for us, someone helped him onto a digital marketing and branding career path. And he loves what he does.

Hi, Navin, thank you for joining us in our Marketing Expert Series. Let’s kick off with something a bit general, please tell us a bit about yourself. How did you get to where you are now?

Firstly, thank you for this opportunity. It is indeed an honour. So! Let’s go back a little.

I started off as a PA with an incubator start-up after my degree as that was the first job that came my way in 2003. After about a year my boss pointed out that my core competencies lay elsewhere and told me that I should be working in either PR or advertising. He was good enough to send my CV to his contacts and I got my first interview with Michelle Ong, then General Manager at Mccann Erickson.

Michelle offered me my first stint as a Brand Executive working on the Proton account. From there things really fell into place; I had truly found my calling. I enjoyed working with the team at Mccann’s and we all grew really close and I am still best of friends with so many of them. We worked long hours but we also partied and that drew us together.

After almost 7 years, I left to join M&C Saatchi and was with them for another 6+ years. These 14 years with international agencies truly taught me grit, passion and never to ever give up no matter what the circumstances are.

From there I decided I wanted to enhance my skills and decided to move to the client-side of business and went to work with a bank, then a glove manufacturer and now I am with GVE Asia. I’ve had quite a colourful career and the industries I have worked with are completely varied, but all this has given me an advantage: it has allowed me to look at business strategies from various perspectives and learn from each of them.

You’re the Group Head of Marketing, Branding and PR at GVE Asia. Can you tell us a bit about GVE Asia? What exactly is GVE Asia?

GVE Asia is an organization that has varied businesses. We currently own and run 10 various business. We started as an importer of luxury cars but have since expanded to include luxury service centres as well as bars and restaurants. We have a medical business as well that deals with masks and sanitisers and we own several clinics. In addition, we also own the biggest 4S Volkswagen centre in Malaysia. Our CEO Dato Sri Devan believes in diversifying and building a strong conglomerate of brands and industries.

What does your role as Group Head of Marketing, Branding and PR look like? Do you have a favourite part of your role?

I lead a team of managers and designers and we look into the various parts of the whole branding and communications. The team manages the strategy, content development, social media management, performance marketing, CRM, email marketing and crisis management, among others. We operate as a startup so no one day is ever really the same. Some days we even assist the project management team or even help the mixologist for the parties we organize in our bars.

I think what I enjoy most in my current role is managing a very dynamic and young team. It’s refreshing and I actually learn something new every day from them. The exchange of knowledge is definitely a two-way street! We have built a wonderful rapport and they inspire me tremendously.

How have the developments of the COVID-19 Pandemic affected your strategies? What challenges and/or developments have you had to adapt to since 2020? How have you overcome them?

Seeing that we have a very varied business model, we have had to adapt and change at lightning speed. Marketing and branding have always been agile, but the pandemic thought us that we needed to take it up many levels up and be adaptive at such a speed that we don’t have time to second guess ourselves or our strategies.

The biggest challenge is WFH. Now since the pandemic is over, the team has had the benefit of working in their own pace so having them come back full-time to the office has taken quite a bit of internal strategizing and a lot of hand-holding.

We have realized that the hybrid working environment has worked and many find that quite beneficial to them. It allows them to manage their families, but we have had to encourage the team and build a better environment within the office to entice them back into the office. To this end, we introduced an ice cream machine, built monkey bars and installed a punching bag as ways to make coming back to work a little bit more interesting.

What sort of lasting impact do you believe the pandemic’s forced acceleration of digital transformation has had on your industry?

The real lasting impact is that social media has helped grow our business in leaps and bounds and engage with our customers. Before this, social media was just used to showcase our luxury cars and to gather leads, but the pandemic has taken that to the next level where customers have engaged with us on a whole different level and we have managed to double our sales in 2020 despite all the lockdowns.

Do you think that this impact has permanently changed how you and your team go about your work? Where do you see your strategies going in the next few years?

I think now it’s gone back to pre-pandemic days and consumers in the luxury segment want what they did previously. They want the experience of walking into a showroom, engaging with the sales team, taking the car for a test drive and having that wow moment. They want to feel special. We have had to re-look our strategies to straddle both online and offline to give our customers a seamless journey as now its even more intense than what it used to be. As the paradigm has shifted, engagement is even more challenging so we need to focus our strategies in building the showroom experience even digitally.

Any advice you’d give to young and/or aspiring marketers?

Be agile, hungry and adaptive. Speed and accuracy are crucial but being inspiring and thinking out of the box, always gives you the advantage.

It’s been great to learn more about you and your work, Navin, thank you for sharing. How can people connect with you if they’d like to know more about you or GVE Asia?

They can drop me a line at or find me on LinkedIn at my profile Navin Rajaratnam and I would be more than happy to touch base and connect.

Digital marketing has taken a turn since 2020, expanding and growing into industries it hadn’t really touched before. Demand for digital tools like cloud computing and enterprise management software has increased. Marketing cloud software has never been more important. Growth and development in the cloud software industry have flown to the top of the list, with brands and companies clamouring for it to support their remote staff and clients.

In this issue of our Marketing Expert Series, we get to meet Elena Sanchez, Marketing Director for ASEAN at Infor. Join us as Elena shares her experiences and her passion for marketing in this truly motivating and inspirational issue of the Series!

Welcome to the Marketing Expert Series, Elena! It’s great to have you with us! Let’s start with the basics, tell us a bit about yourself! How did you get to where you are now? 

Thanks for inviting me!

About me in a couple of words: originally, I’m from Spain, I always have a big smile, and have strong values. I am a mother of two young kids so I run double or triple shifts!

When I was younger, I wanted to create “new things” so I became an Industrial Design Engineer. When I realized that engineers are normally stuck with plans and 3Ds I did a Masters in Marketing Management and started my marketing career in the lovely city of Valencia, Spain.

Then, Singapore…just happened! I was on a fun trip with friends through Asia and I felt in loved with the city so, a month later, I found myself a job… and it’s been almost 11 years!

Now I lead the ASEAN field marketing at Infor.

Cloud Marketing

What was it that attracted you to this line of work?

I am one of those people that really love what they do. I love marketing strategies, understanding the ‘why’ and the ‘how’ behind customer decisions and the beauty of tracking the intent through the sales cycle.

I love the art of testing and bringing the right content that will attract and convert through the right channels. I also love seeing how our customers improve their processes with our software and become brand advocates, that’s the best possible marketing you can do!

To me, in brief, marketing is the art of making the right impression on our customers’ minds so we can find, influence and win their trust to choose our products and stay with us.

The biggest reward for a marketeer like me is seeing our customers become more efficient and bringing that value to their own clients. That’s always the cherry that tops my cake every day.

Looking back at your career, it’s clear you have a lot of experience throughout the region across a variety of industries. Are there any specific experiences that believe helped shape your career?

Dozens of experiences shaped me into the person I am today.

Starting humble and grounded is a key one. My first job in Singapore was in a small local SI/Cloud Computing company. In this role, I learnt to be hands-on to the max and wear many hats, be versatile and work with a tiny budget. I was doing the end-to-end of the campaigns, from the strategy to the graphic design of digital campaigns – thank God, I had a design background! – to the managing of the platforms (google ads etc.) and data analysis.

I couldn’t afford fancy agencies, so I had to think “cheap” and creative and find partners with a budget! I even re-launched the company website and ended up coding meta-keywords, editing content and changing URL titles etc. myself. This truly paid off as most of our leads started coming inbound.

Later I joined the multinational world where I had more resources, proper marketing automation software, multiple stakeholders and teams that would support you and helpful agencies like 2Stallions that could help outsource and scale the campaign management.

In this environment I learnt to adapt and collaborate widely, it is a different ball game where communication is king to avoid siloed work.

Elena Sanchez - Marketing Cloud SoftwareCurrently, you are the Marketing Director for ASEAN at Infor. Can you tell us about Infor and what it is that the company does?

Infor is a multi-billion-dollar Cloud Software company. Our biggest value proposition is around the deep industry-specific design of our software as our Industry Cloud Suites are designed for the industry needs, so the majority of the functionality is there out of the box.

This fact, plus the ability to be truly on a multi-tenant AWS cloud – to save cost, upgrades, maintenance etc. – and combined with our elite customer support makes us a powerful software option in those industries we play in.

Infor is a massive, multinational company with offices all over the world and thousands of employees and customers. What is it like to be a Marketing Director at Infor?

Even if the company is big, you tend to work with the same 50+ regular people. It is a matter of good communication horizontally and vertically while orchestrating the show.

The culture is one of the big pillars for Infor, people here are nice and friendly and my team is just SIMPLY AMAZING! Super-efficient, pro-active and with a big sense of accountancy. I have a lot of love for each of them.

Only one thing to confess, I am a very social person so one of the skills I had to develop through the years in the multi-national environment was to control my long chit-chatting, sometimes you can’t possibly get the job done if you don’t focus and cut to the point.

Does the company’s size impact the way you develop your strategies?

Yes, it certainly does.

Bigger companies usually mean bigger budgets, bigger policies, more tools, stricter brand guidelines and messaging, bigger targets, more reporting, and a longer approval process.

All this impacts the campaign strategy and the timelines to put a campaign to market.

Now, COVID-19 – I’d be remiss if I didn’t ask how it has affected Infor? Has there been a change in demand for your services?

Every problem comes with an opportunity! For example, Supply chain software is in high demand, COVID has caused disruption in logistics globally. Companies had to deal with peaks on demand for certain products, source other materials and products etc. and certainly not all companies were able to cope with changes in demand patterns, track and trace their products through the chain or forecast as needed.

On the other hand, this tiny virus has caused quite a lot of damage in many of our targeted sectors and hence, many of our customers put their IT budgets for software on hold.

However, Infor is still growing despite the pandemic and we are seeing a big shift to “cloud” software. Many companies struggled to provide remote work-from-home work as they were not on the cloud before, or had no way to access it if not in their offices.

How has the pandemic impacted your marketing strategies?

We shifted to 100% digital, what else could we do? We had no other choice than to think digital and think creatively.

All those beautiful fun events in Thailand and elsewhere were converted to sitting in front of laptops at home. No packing and flight needed but also no afterparty with wine mingling with the customers. I never thought of running a large event 100% online, but it is possible! Even virtual wine tasting is possible too!

Where do you see the region as a whole going due to the impact of COVID-19, any lasting B2B trends you think the industry will show as a result of the pandemic?

In my view, 2022 will be a “more normal” year and some trends will continue:

  • Hybrid events with virtual and in person options.
  • Hybrid work arrangements to allow people to work partially or even totally from home as a default.
  • Also, more trust on employees working from home. Previous miss-conception of “work from home” is not efficient.
  • More cloud-based applications, less on-premises software.
  • Possibly some companies will reconsider the amount of travel they used to do and reduce it.


Elena Sanchez - Marketing Cloud Software

What about you, when this pandemic is over, what’s next?

  1. Party!!!!! big hugs and large catch ups.
  2. First stop: Spain to see the family.
  3. Make a bucket list of trips to do, get rid of my mask and continue smiling

Any advice you’d give to young and aspiring marketers? 

Recipe for success: listen to your audience, research your key competitors, dare to be different and add a pinch of creativity and lots of love. Test it out and make sure you know how to measure success, run pilot campaigns and scale up what works, analyze results and try again.

Most importantly: enjoy what you are doing and never stop learning!

Thank you for sharing your experiences and insights with us, Elena! How can people connect with you if they’d like to know more about you or Infor?

People are welcome to email me at


The Marketing Expert Series features marketing and communications experts from across every industry. Every month, 2Stallions will showcase the stories and expertise of marketing experts from around the world, join us as we explore how marketers navigate the challenges of the regions and industries they work in. If you’d like to be featured in a next issue of the Marketing Expert Series. Please reach out to us via email.

If you are interested in building your own company’s digital advertising, get in touch with us today, and find out how you can optimize your digital marketing strategies.



A lot of digital marketers seem to find their way into their specialties because of some discovered passion for the field, either early on in their education or later in their careers. As we’ve seen throughout the Marketing Expert Series so far, digital marketers come in all shapes, sizes, and many different backgrounds. It takes all kinds of experiences and approaches to make a difference in the world of digital these days, and it’s that variety and passion for innovation that makes digital marketers such fascinating individuals.

To emphasize that very point and joining us for this week’s issue of the Marketing Expert Series, is Shun Di Lim, Content Manager for Hewlett Packard Asia Pacific. Join us as Shun Di talks about how her digital marketer’s journey came when someone took a leap of faith, and take a peek into the world of digital marketing for a high-flying brand like HP.

Hi, Shun Di! I’m very excited to have you join us for this issue of the Marketing Expert Series! Thank you! Let’s get warmed up. Can you tell us a bit about who you are and how you got to where you are now? 

Having been an avid gamer since young, an IT degree was a natural choice for me to pursue; I was fantasizing about a career in the gaming industry! In my final semester at Monash University, I met my first boss, Datuk Tim Garland, Director of TBWA Malaysia. Datuk Tim was on the judging panel for a business case presentation competition in which I took second place. That’s when I took a leap of faith into the world of advertising and marketing for the next 5 years. 

Currently, I am with Hewlett Packard (HP) as a Content Manager, Asia Pacific based in Kuala Lumpur, Malaysia.

You’ve been in and around the world of digital for many years – really since the start of your career. What drew you to this line of work? 

I was extremely fortunate to have a boss who took a chance on me. He believed in me and gave me freedom and opportunity to pitch ideas. He let me dabble in digital marketing on my own, strategising, branding, and analytics for various clients. To upskill my knowledge, I completed Facebook and Google certifications. 

After three and a half years with TBWA, I was head-hunted to join other agencies, where I was presented with opportunities to gain an understanding of a holistic approach to digital marketing, adding performance marketing to my portfolio. 

Clearly, you have a passion for digital – marketing, websites, performance, advertising – you have experienced the full scope of what the digital world has to offer. Is there any facet you are more passionate about over others?

This is a hard question to answer! Can I say all of them? 

Having experienced multiple facets of digital marketing, I am able to understand the intricacies and insights that connect one facet to another, resulting in a more polished outcome.

With the ever changing and evolving world of technology and social media, one has to be constantly kept abreast of the latest, especially with performance marketing and SEO, to get the best bang-for-buck or pivot to ensure impactful campaigns.

Currently, you are the Content Manager, Asia Pacific at HP. What is it like to manage content for such a widely recognized brand?

I joined HP at a very exciting time, growing our online store – HP Store – and establishing our brand throughout Asia. My role is to develop content strategies with a team of designers, writers, and developers, aimed at creating user-friendly gateways to our online stores. 

I really enjoy the process of analysing competitor positioning and laying out content on a landing page to increase traffic and average time on site. The most satisfying part is when all our hard work is rewarded through conversions for the store. 

I like the challenge in producing positive results for an already recognised brand, and strategising for multiple customer segments.

You landed this role at HP in 2020, when COVID-19 interfered with many lives and companies. What is it like, to enter a brand new job during a pandemic? 

I was enjoying my stint as a Digital Marketing and Performance Manager with a Muslim travel and tours agency for a year when COVID-19 hit and I lost my job. 

Fortunately, digital marketing is even more relevant during the pandemic and I am  grateful to have landed a job with HP in a short span of time. Like a duck to water, I quickly eased into the Content Manager role and am currently enjoying both job satisfaction and the great company culture. 

Do you have any suggestions or advice for other job seekers who might be having a hard time finding employment during these uncertain times?

Stay hungry and curious. Every interview is an opportunity to learn how to sell yourself, your experience to a prospective employer. Upskill yourself and get certified. Learn something outside your job scope, outside your comfort zone.

Lastly, always remember: When one door closes, another opens. 

Has COVID-19 impacted your work and the strategies you’ve had to use to overcome the challenges?

The nature of my work with a global computer organisation and its ePlatform had no negative impact. The team is constantly in touch via Teams, Zoom, and email. Working from home is a plus, no need to wake up early and rush through heavy traffic to and from work.

Are there any digital trends that have come out during the pandemic that you think we need to think about for the future?

Companies could get used to the idea of a remote workforce, especially those with a digital-centric business model. Good thing Zoom existed well before the pandemic, hence working from home and communication was made almost seamless. 

What about when, finally, this pandemic is over  – any big plans for you?

Travel, travel, and travel! I can’t wait to embrace the wanderlust and explore different countries and cultures. Also, to reconnect with friends socially in person.

Any advice you’d give to young and aspiring marketers or entrepreneurs? 

Advertising is a great place to build your experience but brace yourselves, working hours could be long and the work is hard. 

Always follow your heart. If you have a passion, make that your career then your job won’t feel like just a job. 

Thanks for taking part in this Series, Shun Di, and for sharing your experiences with us! How can people connect with you if they’d like to know more about you?

Hit me up at LinkedIn or by email!

The Marketing Expert Series features marketing and communications experts from across every industry. Every month, 2Stallions will showcase the stories and expertise of marketing experts from around the world, join us as we explore how marketers navigate the challenges of the regions and industries they work in. If you’d like to be featured in a next issue of the Marketing Expert Series. Please reach out to us via email.

If you are interested in building your own company’s digital advertising, get in touch with us today, and find out how you can optimize your digital marketing strategies.

Psychology and marketing are tied together. For decades, psychology has played an integral role in marketing strategies, allowing marketers to build strong relationships between brands and their audiences. Psychology-aided marketing helps brands relate to their customers, appeal to their emotions and senses, and capture and hold their audiences’ attention. Using psychology in marketing is nothing new, throw in Bhuddist philosophy, however, and you might just have the perfect combination.

Enter Maverick Foo. A marketing veteran, Maverick has marketing running through his veins. An ardent advocate of modern marketing with a dash of old-school common sense, Maverick is a leading marketing strategist and digital influencer. Join us in this issue of the Marketing Expert Series as we explore the fascinating life of a unique marketer and the power of psychology, Buddhism and marketing.

Hello, Maverick! I’m very excited to have you join us for this issue of the Marketing Expert Series! I’ll throw a softball question first to get us warmed up. You’ve had a pretty special journey to get to where you are now, can you tell us a bit about who you are and how you got to where you are now? 

If you cut my wrist, chances are the blood that squirts out will try to market you something. (Disclaimer, it’s not something I’m looking to verify). I’ve been in marketing for the last 18 years, from mediums such as newspaper ads, billboards and fax machines, to social media, video and multi-step funnels.

I’ve always been interested in psychology, but I remember my mom saying that it may not be a favourable degree to have (ie. if accountants work with accounts and musicians work with music, then psychologists work with psychos?)

So I ended up taking an engineering degree, which I dropped out of 3 months prior to graduating. During those 4 years, I was actually spending more time at the psychology and human resources section of the library than the engineering one.

In hindsight, I figure that was my mom’s grand plan all along. If she had allowed me to take on psychology, would I have been as passionate?

As it turns out, even though I’ve never worked as an engineer, the systems and structural thinking I picked up is useful for design work-around and growth strategies.

What drew you to this line of work? Was it inevitable or something that crept up on you a little bit at a time?

Many years ago when I first started, I went to a sales presentation for one of the largest insurance companies in Malaysia. I fumbled a little, and the prospect actually said I was the worst sales person she had ever met. She even dropped an email to my boss to say that.

Since that day, I decided that because marketing comes before sales, and if the former is done well, the latter would be easier, or maybe even unnecessary!

The irony? That insurance company is currently one of our clients for the third year running. 🙂

If we consult LinkedIn at the moment, right now you’re a Marketing Strategist & New Profits Consultant at the Authority Institute, among several other things – like Marketing Strategist and Program Developer at High Income Trainer (HIT). You’re also doing some high end training for companies like Great Eastern. Let me just say it: you’re a busy, busy man! What is it that keeps you motivated and enthusiastic about the work you do?

I’m a naturally curious person, especially when it comes to psychology and technology, or a combination of that, being Mar-Tech.

My Mom, a teacher all her life, had a big influence on me as well. I enjoy taking complicated processes, distilling them into frameworks, and teaching them. 

I guess you can say I’m one of the lucky people who happens to like what I do for a living, and my favourite pastime is tinkering – testing out new apps, finding ways to simplify complex marketing messaging, producing content etc.

It’s funny that I try to finish my weekday work as fast as I can, just so I can do more of them over weekends.

I’d be remiss if I didn’t ask: You’re a former Buddhist Monk and now you’re a leader in the marketing community, how does that happen? 

Well, I was a novice Buddhist Monk for 2 weeks when I was 13, 14 and 15, mainly because my Mom was a staunch Buddhist, and wanted to see her son be part of the temple. The first year took some coaxing, since being a monk meant a strict schedule and no forms of entertainment at all. Being a 13 year old and told not to be able to play video games or listen to Backstreet Boys?

The experience was really good, though, and I went back for the 2 subsequent years.

I credit a lot of my current success (and the ability to overcome the failures), to my time at the temple. Powerful principles on relationships help me understand customers and partners better, and the profound wisdom of elders has helped me understand myself better as well.  It has also helped me find peace even in the eye of the storm (constant reminders still needed, trust me, I still have a long way to go).

You see, if you can understand the thought process of others, you will be able to elicit their behaviour, and also appreciate the emotions they project. Turn that around, and you can use the same wisdom for a better state of control. I’ve always believed that the external wars are won by winning the internal battles.

Has it influenced how you tackle your marketing strategies?

Because Buddhism talks a lot about the state of human existence, ie. life is suffering, it has given me much insight into human nature. Coupled with my interest in psychology, they are a potent mix of knowledge that can be used in predicting consumer behaviour, improving copywriting and even closing sales.

At the end of the day, as long as we’re selling to another fellow human being, we have to acknowledge their psychological states, mental models and emotional triggers. The best part is that this knowledge is not new. As a matter of fact, it has become very predictable. 

FOMO (Fear Of Missing Out) drives us to check our phones every few minutes. Guilt allows working parents to justify spending more money on their kids, as they assume that money buys happiness. Anger lets voters pick the opposition party, and frustrated housewives to go “revenge” shopping using their husbands credit cards.

How we express our emotions has changed over the centuries. Before, having a body covered with gold ornaments was a show of status, and now, it’s the ability to appear happy and successful all the time on our social media feeds.

Technology will come and go, but psychology will stay.

The first time I met you, back in 2019 at a Masterclass in Kuala Lumpur, I remember you saying that your ‘age’ meant you had an advantage over the younger marketers that had spoken before you. Tell us, what advantages does an ‘OG’ marketer have over the younger generations?

Experience over different marketing channels, really. As some platforms become less effective, we don’t use them as often. Flyers, newspapers and buntings, for example, are now being replaced by newsfeeds, in-stream video ads and podcast advertising.

However, there are lessons to learn from putting USD2000 on a newspaper ad. Lessons such as copywriting refinement, big-picture thinking and prudent spending, because compared to paid ads of today, that was a huge amount to test the market. Now, with countless technologies on A/B testing, retargeting pixels and remarketing, the risk has reduced significantly. When the pressure is less, we tend to omit important learning points.

Another advantage of age is also network and connections. There are 3 sources of traffic when it comes to marketing:

  1. Free
  2. Paid
  3. Partnerships

Free takes time, and paid takes money. Partnerships, if properly executed, can cut short go-to-marketing timing, and cost a fraction. However, to be able to execute successful partnerships, some experience is needed. Lucky for most, experience comes with age.

Having said that, sometimes age comes alone too 🙂

One of the things that those of us who follow you like about your communication is your down-to-earth, honest style. You have no fear – what’s that all about?

I do have fear, actually! I still feel nervous before going to stage, or even a Zoom call.

But if you’re referring to fear of being judged for what I have to say, then yes, I do admit I can be loose of tongue, I point out the elephant in the room, and state the obvious. Perhaps it’s one way to demonstrate a level of authenticity.

On that note, I personally think that if a market leader or public figure cannot make up his or her mind and speak boldly about what they believe, the younger, modern markets may not resonate with them. As the world progresses, I notice edgier brands with personalities stand out. Apple, Crossfit, Porsche, Nike, Tesla are a few brands that are not afraid to stand up for what they believe. They have a message, even if it means alienating a portion of the market. It’s about identifying your most profitable markets, and getting them to be your advocates. The thing about every fan? There will be a few haters too.

I like to think that’s how a brand knows if they are successful. If no one hates your guts, you’re probably doing it wrong.

And now, because it’s practically obligatory for me to ask – has COVID-19 impacted your work and the strategies you’ve had to employ? Do you see any lasting trends that we should take into account?

Yes, COVID-19 has a tremendous impact on how we conduct our businesses, because it has a tremendous impact on what we’ve spoken about earlier – psychology. The consumers’ perception and experience has changed during 2020, and companies will have to accommodate that in order to stay relevant.

For example, marketing messages have to reflect that the brand cares about the well-being of their target audiences. They also need to be seen as a necessity instead of a luxury.

Lastly, COVID-19 has also broken down the borders as consumers are getting more and more comfortable buying things online, even from countries they previously shunt. With the increased choices now made available, local brands have to double down on their brand story to retain the loyalty of their fleeting customers.  

What about when, finally, this pandemic is over  – any big plans for you?

Travel! I used to travel 90 days a year, and 2020 saw that number down to 20 🙁

Any advice you’d give to young and aspiring marketers or entrepreneurs? 

You can choose to invest in marketing dollars, and it’ll be an ongoing expense. Instead, take the time to understand the buyer’s insights, because once you’ve understood them once, they hardly change.

For example, in a state of crisis, most people will become short-sighted. Selling long terms benefits will not work as well, as customers will be looking for short-term wins.

Lastly, with an understanding of psychology, try to improve the copywriting, particularly story telling skills, because the better the copy is, the more relatable is. And in a sea of similar products and services, the story is something that can draw customers to.

Thanks for taking part in this Series, Maverick, and for sharing your experiences with us! How can people connect with you if they’d like to know more about you?

Cool! They can connect with me at LinkedIn ( Also, if they are interested to know more about the psychological shifts of consumers during their crisis, and if you’re ok to share, here’s a quick training video that I did for a client, which I made available to the public.

The Marketing Expert Series features marketing and communications experts from across every industry. Every month, 2Stallions will showcase the stories and expertise of marketing experts from around the world, join us as we explore how marketers navigate the challenges of the regions and industries they work in. If you’d like to be featured in a next issue of the Marketing Expert Series. Please reach out to us via email.

If you are interested in building your own company’s digital advertising, get in touch with us today, and find out how you can optimize your digital marketing strategies.

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