CUSTOMER- CENTRIC APPROACH ESSENTIAL FOR TAILORING MARKETING STRATEGY
TRAILBLAZING MARKETERS
CUSTOMER- CENTRIC APPROACH ESSENTIAL FOR TAILORING MARKETING STRATEGY
ABOUT
Siddhartha Meherish is a seasoned marketing professional based in Dubai , UAE , with extensive experience in business development , customer acquisition and strategic marketing . Currently serving as a Marketing Manager at Zebra Technologies , he leads marketing initiatives across the Middle East , driving PR campaigns , product evangelism and to and thru channel activities .
Previously , Meherish held key roles at Microsoft , including Product Marketing Manager for Xbox and Business Development Manager for ESD , where he significantly boosted brand awareness and sales . He holds an MBA from SP Jain School of Global Management and a Bachelor ’ s in Information Technology from Skyline University College . He is known for his data-driven approach , cross-functional collaboration and expertise in digital content and demand generation .
Siddhartha Meherish , Field Marketing Manager , Middle East , Zebra Technologies Corporation
hHow has the role of a marketing leader in the technology sector evolved in the Middle East over the past few years , particularly with the rise of Digital Transformation ?
The role of a tech marketing leader has evolved significantly , driven largely by the rise of Digital Transformation . This involves setting a clear vision that aligns with the company ’ s Digital Transformation goals , focuses more on digital channels and integrates digital marketing strategies . But some things don ’ t change ; leaders in the marketing domain need to take a customercentric approach with a deep understanding of the customer experience and a focus on how to enhance it effectively , costeffectively , while tracking and monitoring feedback .
With the rapid advancements in marketing technologies – such as AI , automation and data analytics – what opportunities and challenges do you see for marketers in leveraging these tools effectively ?
Successfully navigating the cultural nuances and local market dynamics of the Middle East requires a deep understanding of the region ’ s diversity and complexities . The region is not a uniform market and each country has its own unique economic conditions , regulatory environment and consumer behaviour , requiring tailored strategies for each .
Marketers must be culturally sensitive , adaptable and wellinformed about local conditions to create effective and resonant marketing strategies . Competition , pricing sensitivity and diverse markets all play a part in the way the marketing strategy is executed in each market in line with business goals .
How would you describe your approach as a manager and how do you get the best results ?
As a marketing manager , my approach is centred around understanding the target audience and tailoring marketing key messages using data and metrics to drive continuous improvement – whether it ’ s a campaign or a major event . Cross-functional collaboration – working across sales , product marketing , channel and EMEA teams – is essential in driving a cohesive approach to achieving the business goals . To get the best results , it ’ s important to set clear , achievable and realistic goals when planning , monitor progress and make adjustments . And finally , learning from successes and failures .
How important are events such as GITEX to your marketing strategy and how do you approach planning for these ?
GITEX has been a keystone event in the region for over four decades and is one of the largest and most influential tech events , globally . It ’ s a platform to network with contacts and helps drive collaborations and business opportunities . The brand visibility and media coverage reaches a wide audience and its showcase of future technology attracts major companies from around the world . Zebra Technologies has a lot to show at the 2024 edition , so watch this space .
Effectively leveraging AI , automation and data analytics can transform marketing strategies , making them more efficient , agile , personalised , more impactful at lower cost and with better ROI . However , marketers must navigate challenges related to data privacy , integration , skill development and , most importantly , maintaining the human touch .
How do cultural nuances or local market dynamics influence your marketing strategy and are there any unique challenges the region presents ?
Are there any trends to watch out for in 2025 ?
GenAI continues to gain importance and popularity amongst marketers . Real-time analysis of campaigns which can help learning and improvement is a critical use of GenAI . Hyperpersonalisation , helping drive experiences catered to each individual and use of social media continue to grow quickly . With influencers in the B2C and B2B space growing along with platforms , social media will continue to be a strong channel for businesses , expanding reach and driving awareness . x
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