Member Interview with Marina Bachvarova

We are delighted to bring you a Member Interview with Marina Bachvarova, Head of Business Development, Sales & Marketing

What’s your golden rule?

My golden rule is to lead with a vision that makes our brands stand out and most importantly be essential to our customers. By fostering a culture of creativity and understanding customer needs, we consistently aim to deliver exceptional value and memorable experiences.

Who has been your biggest influence?

My biggest influences have been Mr. Mohamed Ali, our CEO, whose strategic vision and leadership have provided invaluable guidance, and my team whose creativity and dedication inspire me every day

What is your most hated business expression?

"Think outside the box" - this expression has become overused and due to this started serving as a placeholder rather than a genuine call for creativity or innovation.

What’s the smartest business idea you’ve ever had?

One of the most impactful business ideas I've had was to fully digitize and automate all company processes across departments including marketing, sales, operations, procurement, HR, and finance. Through thorough research and collaboration with each department, I customised workflows and automation to meet their specific needs. The ultimate objective was to integrate these functions into a unified, custom-made digital solution that offers a comprehensive overview to senior management and stakeholders. This initiative initially focused on digital marketing, has evolved to become an indispensable component of our entire organization.

Which leader do you admire most and why?

"'It's kind of fun to do the impossible' - one of the most famous quotes attributed to Walt Disney. His legacy as a pioneer in business and entertainment leadership continues to inspire creativity, innovation, and imagination across the world. The ability to transform storytelling into a universally beloved brand and create immersive experiences that resonate across generations is inspiring.

What keeps you up at night as a marketing leader?

What keeps me up at night is the constant evolution of the marketing landscape. The fear that what I believe will be effective today may become outdated tomorrow weighs heavily on my mind. Staying agile, anticipating trends, and continually innovating are crucial to staying ahead in this rapidly changing world.

Why is being part of The Marketing Society important for your career?

TMS is my inspiration hub, keeping me updated on the latest trends, facilitating connections with industry leaders and peers, and providing invaluable insights. As a marketer, inspiration serves as the driving force behind my work.

Why does marketing matter to you?

Marketing matters to me because it's about crafting compelling stories, building relationships, and creating value that resonates deeply with customers.

Tell us something that’s not on your CV

I sometimes seek my 14-year-old son's advice on social media trends and involve him in giving feedback on some of our content. It's a way I integrate family insights into my professional decisions and at the same time I get advice from someone who has more exposure to social media trends in everyday life

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Published on 8 July 2024