The digital way is the new constant, while being dynamic in its ever evolving form. For a marketer, especially in the BFSI segment, it is not only unavoidable, but also a growing part. Leveraging her extensive experience of over 27 years in BFSI and FMCG sectors, Azmat Habibulla is passionate about the use of digital technology as a tool for business growth. She has driven business acquisition and revenue generation by developing robust digital marketing ecosystems across various channels. In her current role as Chief Marketing Officer (CMO), Azmat is leading the Marketing and Communications function in South Indian Bank, an esteemed organization with a rich legacy of over 93 years. Under her able leadership, while enhancing its brand value, the firm is catalysing the synergy of the key values of trust and technology.

In an exclusive interview with Women Entrepreneur, Azmat shares her early experience, the wide range of responsibilities she takes care of at South Indian Bank, and much more.

Shed Some Light On Your Early Educational Journey & The Prior Industry Experience That You Bring To The Table.

I have always wanted to be a marketer and brands with their stories have always fascinated me. Post my MBA from NMIMS, Mumbai, I began my career in the FMCG sector, and I subsequently transitioned to BFSI. Prior to joining South Indian Bank, I was heading marketing of several businesses in ICICI bank for 15 years. I am a thoroughbred marketing professional and digital enthusiast, who has led business transformation for leading brands of the country, like Meswak toothpaste and ICICI Bank. My expertise spans across a wide spectrum of domains such as digital marketing & business generation, marketing communication & branding, experiential & knowledge events, strategic partnerships, community-building, and thought leadership initiatives. Over 27 years, I have developed and implemented impactful customer strategies based on strong consumer insights.

Tell Us About The Roles & Responsibilities That You Shoulder As The CMO For South Indian Bank. What Are Your Primary Focus Areas As The Chief Marketing Officer?

As the Chief Marketing Officer at South Indian Bank, I lead the South Indian Bank’s marketing and communication function. Enhancing the brand value of the bank is one of my key responsibilities. My team and I strive to create the right perception of the bank, manage media relations, scale up our visibility and design new channels of communication for younger audiences. The key focus area for me is also to increase the awareness of the bank PAN India by communicating our inherent strengths of being a trustworthy, digital bank catering to all demographic profiles.

I am also focusing on leveraging data-driven segmentation & customization to deliver relevant messages to different audience cohorts, and scaling up our digital presence with the use of the latest digital technologies to deliver personalization at scale for an enhanced customer experience.

What Are Some Of The Major Business Challenges You Have Faced So Far And How Do You Overcome Them?

We are a 93-year-old private bank having strong fundamentals and a national presence with rich heritage. One of the major challenges that I face is to endear ourselves to India’s younger audiences and enable our loyal, older customers to embrace new technologies. We want to become the preferred bankers to India’s youth on the back of our digital and tech-savvy operations, and the trust instilled in us by our millions of customers.

Since we originated from India’s Southern parts, we are renowned across the region. We aspire to move beyond our traditional bastions and make ourselves more popular across India. I aim to overcome the challenges by launching a PAN-India campaign with a digital focus. The campaign will center on our key attributes of trust and technology.

What Are Some Of The Major Milestones That You Have Achieved Throughout Your Professional Journey? What Has Been The Driving Force Behind Your Success As A Leader?

I believe launching innovative digital engagements, including the creation of digital communities like NRI Engage, SME Toolkit, and the B2B marketplace known as SME Empower has been some of my key achievements. I have also conceived immensely successful media properties like the Emerging India Awards (The biggest recognition platform for SMEs), NRI of the Year, India Business Summit, and SME Elite 50 with prominent media partners.

"It’s an exciting and fulfilling professional world and the right time for every woman out there to achieve her dreams"

These properties have brought together ministers, business leaders, influencers, and industry experts and won many accolades & titles of being the biggest of its kind. I have effectively led teams to leverage technology and create industry-first interfaces, such as automated chatbots, instant lead calling, click-to-call, multichannel communication media (MCCM), IP-targeted banners, enabling customized videos, and banner communication basis user behavior, location, and many more.

Having managed large teams, I have fostered crossfunctional collaboration and consider myself a change agent. The mentoring that I have been fortunate to receive from some of my leaders have been the driving force behind my achievements. Reposing utmost faith, they have entrusted me with great responsibilities.

How Do You Foresee The Digital Marketing Landscape Evolving In The Future? Tell Us About Some Of The Key Trends.

Being dynamic, the digital marketing landscape is constantly evolving. We are heading into a cookie-less world by 2023. We are talking about personalization at scale. We are looking at Gen Z segment, who has a limited attention span. We need to think of short DIY video formats and long emotive videos to narrate a story. Voice based searches is growing, especially in Tier-II cities and use of voice technology is growing fast. We need to capture this opportunity, rather than product-based, our marketing efforts need to be purpose-led. Also, we know little about the rapidly evolving and intriguing Metaverse space.

Any Advice For Young Women & Girls Who Also Aspire To Become Business Leaders And Entrepreneurs In The Future?

The advice I would like to give to the young women is to believe in themselves and in their dreams and go all out to achieve them. The key to achieving your dreams is to persist and never give up despite roadblocks and hurdles. Garnering the required support required to make their careers work is the key. Don’t hesitate to take a sabbatical if you need one and step back in when ready. Despite three career breaks, I am forging ahead towards my goal. It’s an exciting and fulfilling professional world and the right time for every woman out there to achieve her dreams.

Azmat Habibulla, Chief Marketing Officer, South Indian Bank

With an accomplished career spanning over 27 years in various sectors such as the Fast-Moving Consumer Goods, Banking, and Finance Services, Azmat has worked on many popular brands such as Meswak toothpaste, Promise toothpaste, Bertolli olive oil, Barilla pasta, and ICICI Bank. She is presently serving as the Chief Marketing Officer at South Indian Bank taking care of its marketing and communication functionalities, while helping the firm enhance its brand value.