Tarek Abdalla, Senior Vice President and CMO at Visa, writes on translating jargon to optimise performance.
Marketers constantly navigate a complex landscape of expectations and change, both internal and external.
While continuing to deliver value at increasing levels of efficiency, we are also called upon to make sense of the impact of external factors—technological, economic, societal, and structural—on consumer behaviour. In justifying one of the largest spend items on the profit-and-loss sheet, we strive to demonstrate that marketing is an investment not a cost.
It is in the intersection of these expectat
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