Marketing professionals should harbour relentless self-motivation and an undivided commitment to customers as these attributes form the foundation of triumph in marketing. Self-motivation stimulates creativity, resilience, and the quest for excellence in an ever-changing terrain. Concurrently, giving precedence to customers guarantees not just their contentment but also their allegiance, fundamental to brand prosperity. By consistently surpassing customer anticipation, marketing officers, exemplified by Wella Manabo, establish enduring relationships, stimulate expansion, and ultimately set themselves apart as adept leaders in the fiercely competitive marketing realm.

Wella Manabo is a driving force behind The Rock­ets Consulting as its Chief Marketing Officer. With over 15 years of invaluable experience in the sales and mar­keting arena, Wella has honed her skills to become a formidable presence in the industry. Her track record is marked by a strong commitment to excellence, which has propelled her through countless business planning activities, the successful execution of strat­egies, and the composition of impactful branding and product launches.

Below is an excerpt of Wella Manabo’s exclusive interaction with the Global Women Leader magazine.

Take us through the formative years of your life. What were some key early influences in life that shaped you as an individual?

My journey, a testament to resilience, began at 16 when I left my home in the Philippines. Through unwaver­ing determination, I balanced work and studies, com­pleting high school and graduating a college degree, fuelled by day jobs and scholarships for my role as a college newspaper editor. I ventured abroad to Sudan, and there, I became the Executive Assistant to Dr. Abu Baker Mustafa, my mentor and father figure. Sudan unveiled stark inequalities, inspiring initiatives to uplift our staff's lives. I continued supporting charita­ble causes, empathizing with those who have little. I give not because I have too much, but simply because I know the feeling of not having. Throughout my ca­reer, I've come to appreciate the significance of tenaci­ty, empathy, and making the most of the chances that come my way.

What are the key responsibilities that your role as the company’s CMO entails?

Being a CMO demands a multifaceted skill set, and an ability to gracefully juggle numerous roles. At the helm, I'm not merely a marketing director; I'm a brand man­ager, innovation maven, storyteller, and customer ser­vice expert rolled into one. Social media, among other responsibilities, falls within my purview. My current role entails overseeing not one, but four burgeoning brands in a startup venture. The spectrum of my du­ties spans from market research and product develop­ment to orchestrating advertising campaigns, manag­ing public relations, and, crucially, driving sales. As the CMO at The Rockets Consulting, my mission centres on shepherding the holistic marketing landscape of our company, navigating it through diverse terrains with deft proficiency.

“Throughout my career, i've come to appreciate the significance of tenacity, empathy & making the most of chances that come my way”

Can you outline some of the toughest challenges faced by marketers in today’s business climate? What strategies do you put in place to overcome the said roadblocks?

In the realm of marketing, the primary challenge that often looms large, not just for me but for marketers across the spectrum, is the relentless pursuit of con­versions, which essentially translates to sales. The holy grail here is ROI, where every marketing endeav­our must yield returns on the investment, making it a high-stakes game of strategy and execution. Compli­cating matters, especially when dealing with startup projects, is the perennial question of available funds. In the startup landscape, budgets are tight, and there's a constant need to prove oneself by generating sales be­fore securing a substantial marketing budget. It's a del­icate balancing act that demands creative solutions.

Furthermore, in the context of new ventures, there's an imperative need for brand building and aware­ness, a process that not only consumes time but also requires financial backing. These constraints under­score the complexity of the marketing landscape to­day. My strategy, one that can be universally applied, revolves around market penetration. By strategically focusing on a specific market - for instance, the UAE - and achieving success there, we establish a solid foun­dation that can be replicated in other markets. It's akin to anchoring a ship; once secured, we can navigate the stormy seas of marketing with confidence, building natural engagement with our audience and allowing for dynamic social marketing and other strategic ini­tiatives to follow suit. It is the success of being a mar­keter when you have successfully launched a brand in the market.

In your opinion what have been the biggest ‘wins’ that you have achieved so far in your professional journey? What is your success mantra?

My success mantra is rooted in the belief that the best is always yet to come. Every day presents fresh op­portunities to learn and grow. My journey, as an Asian woman succeeding in the highly competitive environ­ment of the Middle East, where numerous nationali­ties and languages converge, and most positions are held by men, underscores the significance of resolute self-assurance, capability, and unwavering dedication.

I didn't land in a leadership position overnight; I started from the ground up. It's not about owning the company or being a CEO; it's about the resilience, tenac­ity, and unyielding self-awareness that has propelled me forward. Today, standing as a leader, I cherish this achievement as my biggest win. It demonstrates the conviction that success can reach limitless heights when propelled by commitment and self-belief.

Wella Manabo, Chief Marketing Officer, The Rockets Consulting

Wella Manabo holds a BSc in Tourism from Southwestern University. With a diverse career spanning Future University Sudan, Advansoft, and Dofreeze, she brings a wealth of experience and expertise to the world of marketing.