The cloud-based CRM and loyalty platform industry has witnessed a remarkable evolution in recent years, providing businesses with the tools to deliver exceptional customer experiences and build brand loyalty. In this dynamic landscape, Anjum Rastogi, the Chief Marketing Officer (CMO) of Easyrewardz, has emerged as a prominent leader. Anjum, who holds a Bachelor of Arts (Hons.) degree in Economics from Shri Ram College of Commerce, Delhi University, and an MBA in Marketing from S.P. Jain Institute of Management & Research, Mumbai, plays a pivotal role in empowering brands with innovative solutions that transform the customer experience. Under her leadership, Easyrewardz has become a driving force in the CRM and loyalty platform industry, offering cutting-edge solutions that inspire lasting customer relationships. Here's more from our interaction with Anjum.

Could you please share your early life experiences that significantly shaped you as an individual?

Many of us are familiar with the saying that behind every successful man, there is a woman. The adage holds true for the vice-a-versa case too, as behind a successful woman, there could be a man! It is certainly true in my case; it was my father who enriched me with the right values and education.

Growing up in India, much like many others from middle-class families, I too faced the common career choices of becoming a doctor, engineer, chartered accountant, or lecturer. However, being raised by a single parent, my father, and attending a boarding school, I developed into a confident and independent individual. While my sister continued the family tradition as a fourth-generation doctor, it became clear to me that my passion lay in marketing and business administration.

In the journey, I realized that I'm a combination of being both, creative and data-driven. My interest in marketing sparked at the age of 21 as I delved into the science of understanding consumer behavior, the purchase cycle, and how to influence behavior. This marked the beginning of my fascination with marketing.

Can you share your previous industry background and expertise as a marketer?

My professional journey began at Citibank Cards, where I dedicated almost five years of my career. In 2010, I made the decision to leave the banking sector and transitioned into roles related to loyalty, e-commerce, and digital transformation, marking the beginning of my journey with startups. Over the years, I assumed executive roles and played a part in establishing several businesses and products, resulting in a rewarding decade-long journey.

I'm certainly guided by two core principles ­ customer-centricity and ROI-focused strategies. Regardless of the industry or domain, I believe that customer experience is paramount, with customer-centricity at the core of every strategy. In fact, I co-authored a paper on the concept of Customer Democracy, emphasizing the importance of putting the customer at the forefront of any engagement 'of the customer, by the customer, for the customer.' Whether it's throughout the customer lifecycle, in campaign interactions, or brand interventions, my focus remains on achieving a strong return on investment (ROI). Measuring the impact of each action is integral to success.

Discuss the significant obstacles faced by business leaders on their journey and how you, as a marketer, navigate these challenges in today's business environment.

One of the primary hurdles involves breaking through the vast array of choices and content available to consumers. Whether operating in the B2B or B2C sector, attention spans have notably shrunk. It's imperative to craft a compelling narrative and establish your unique selling points (USPs).

The cornerstone to crafting effective marketing strategies and connecting with your audience lies in understanding your customers. Furthermore, regardless of whether you are in the B2B or B2C realm, transforming your customers into brand advocates creates an unparalleled sales engine.

“I believe that customer experience is paramount, with customer-centricity at the core of every strategy”

What do you consider to be the most significant accomplishments in your professional journey thus far?

With nearly two decades of experience, I've developed a versatile skill set that can be effectively applied across various domains. One notable milestone occurred in 2009 when we introduced a groundbreaking travel-focused credit card concept that was not tied to any specific airline. This was a pioneering move in an industry dominated by co-branded cards linked to frequent flyer programs.

Subsequently, I played a key role in a startup project focused on creating an app that facilitated connections between corner stores (kiranas), shoppers, and brands at the grassroots level. We achieved a certain level of success by bridging the gap between brands and consumers.

Moreover, I have consistently designed and executed highly successful programs across diverse industries, including healthcare, retail, and banking. These programs have received accolades and awards over the years, primarily due to my unwavering commitment to customer-centricity and strategies driven by return on investment (ROI).

How would you define your role as a leader and what principles guide your path to success?

For me, leadership is fundamentally about uniting people around shared objectives and collectively experiencing the entire spectrum of highs and lows on our journey. Understanding the unique strengths and challenges of my team members is essential, as it enables me to create an environment where everyone's perspectives and contributions are valued. By leading through example with a strong work ethic and unwavering values, I empower individuals to take ownership and think creatively. I firmly believe in respecting individuality and understand that success is not a fixed destination but an ongoing journey. I live by this philosophy, as it compels me to work tirelessly with dedication, passion, and a commitment to excellence to transform my vision into reality.

Anjum Rastogi, Chief Marketing Officer, Easyrewardz

Anjum Rastogi is the CMO at Easyrewardz. She pioneers customized CX solutions, enhancing brand affinity and customer engagement.