Dr. Amine Arezki is a marketing and technology expert with a PhD in Robotics and a passion for art and sports. He is currently the Director of Marketing & Chief Value and Branding Officer at Thales. Amine also co-founded AMaskForAll.com, founding member of OneGoldenNugget, and founder of MarkaMotion the disruptive method of advertisement in Sports.
Dr. Amine Arezki, Director Marketing & Chief Value/Branding Officer
Can you tell us about your background and how it led you to become an executive?
As an executive currently leading the marketing organization for a billion-euros business line, my background and career path have been unique. I began my journey in the tech industry in a politically unstable country that had undergone a decade of civil war. This challenging environment taught me the importance of perseverance, resilience, and composure in the face of adversity.
Throughout my career, I have actively pursued opportunities to drive positive change and make meaningful contributions to my organization. Whether through small incremental improvements or significant strategic initiatives, I always strive to keep the momentum going and avoid stagnation. As an agent of change, I approach my work with a curious and open-minded perspective, constantly seeking out new ideas and executing them with purpose and conviction.
Over the years, I have worked in various functions of the company, including project management, research and development, training, strategy, product management, and marketing. Each role has provided me with unique experiences and opportunities for growth, enabling me to develop a diverse skillset and a broad understanding of business operations.
In summary, my unconventional background and purpose-driven approach to work have been key factors in my journey to becoming an executive. Through hard work, perseverance, and a willingness to embrace new challenges, I have been able to build a successful career and drive meaningful change within my organization.
You have a very exclusive profile as a Marketer Today who is coming from a tech background, how did find yourself as a Marketer?
As someone with an academic background in robotics and an executive MBA from the London Business School, I have a unique perspective on the role of marketers in the tech industry.
Regarding your question about how I made the transition from a tech background to marketing, it was a natural progression based on my focus on driving positive change. I quickly realized that being able to articulate the benefits of any change, essentially creating a value proposition and telling a compelling story, was critical to achieving success. These skills are essential for any role, regardless of the function or company you work for.
Moreover, my experience in tech has given me a unique understanding of the industry and the ability to communicate effectively with technical teams. This has been invaluable in crafting messaging that resonates with both technical and non-technical audiences. Additionally, my background in robotics has equipped me with a data-driven approach to problem-solving, which has proven invaluable in the marketing world.
Overall, I believe that having a diverse background and skill set is crucial for success in any industry, especially in tech. My experience has taught me that the ability to adapt and evolve, coupled with a willingness to learn and embrace new challenges, is what sets successful marketers apart from the rest.
What is your opinion about the profile of marketers.
In my opinion, having a technical background or at least a basic understanding of technology is essential for marketers in the tech industry. The marketing function is closely linked to the overall business strategy and involves collaboration with every important function in the company, including product management and development.
To run a successful business, marketers need to conduct thorough market analysis, measure key performance indicators, apply analytics, and promote the product to the right audience. These activities are all closely intertwined with advanced technologies such as AI and robotics. As a result, marketers who can effectively communicate with technical teams and understand the latest technological advancements are much more likely to be successful in their roles.
Moreover, with the rise of digital marketing, marketers need to be well-versed in the latest digital marketing technologies and tactics, including social media marketing, SEO, content marketing, and email marketing. They should also be able to craft engaging and persuasive messaging that resonates with their target audience and effectively communicates the unique value proposition of the product or service.
Overall, the role of marketers in the tech industry is becoming increasingly complex and challenging, and success requires a unique blend of technical expertise, strategic thinking, and excellent communication skills. To stay ahead of the curve, marketers must continually educate themselves on the latest technological advancements and trends while also honing their marketing skills and staying focused on achieving business goals
You've been involved in a number of successful projects, from launching new products to implementing new business strategies. Can you walk us through your process for identifying opportunities and executing on them?
I consider myself fortunate to have been involved in several strategic initiatives across different companies. For instance, I led the rebranding of our portfolio, including the trademarking and storytelling. The goal was to modernize our brand and better align it with our target audience and purpose.
At another role I led the task in launching the first autonomous train operation activities, which involved implementing cutting-edge technologies such as AI and robotics to enhance safety and efficiency in the transportation industry.
I also introduced augmented reality to support field maintainers ThEye™, which involved identifying a need for improved training and support for our technicians in the field. Through the use of augmented reality, we were able to provide them with more accurate and detailed information, resulting in faster and more efficient maintenance.
Additionally, I created internal initiatives such as TalkIN, which involved panel discussions aimed at sharing successes with employees with the goal of creating a motivation spirit within the company. Furthermore, I was part of a tiger team that rescued a troubled project tender and ultimately secured the contract, among others that I cannot disclose but am excited about.
For these various projects, the key is to be observant and curious, identifying issues that need resolution. Once you identify these issues, creativity is essential to proposing effective solutions. When executives trust you and see your track record of success, they are more likely to involve you in critical projects and listen to your proposals for new opportunities.
How do you stay up-to-date on industry trends and ensure that your company is always at the forefront of innovation?
While monitoring competitors is an obvious approach, seeking inspiration and adopting methodologies and technologies from other industries is the real key. For instance, in our autonomous driving project, we drew on some technology used in the aerospace and satellite industries. Similarly, we looked to the video games industry for training purposes. I have found that exploring other industries has been incredibly beneficial and has led to me learning many new things.
Networking has also been powerful. By participating in various groups, such as those for business leaders, marketers, or tech enthusiasts, I have had the opportunity to connect with many talented individuals. The exchange of ideas and perspectives has been invaluable, and it is often from these conversations that brilliant insights can emerge.
However, when I say keeping an eye on the technology trends, this does not mean that companies need to rush and apply them, but do a smart analysis on its application and Implication within the company and its business. And them implement in the strategic plan if necessary. But ignoring things is not definitely not the way to go.
What are your thoughts on leadership, and what is your approach to leading teams?
In my opinion, leadership is about enabling individuals to grow and achieve their full potential while working towards common goals. It is about being a role model, setting an example, and inspiring people to take ownership of their work.
To achieve this, I believe in leading by example and being a servant leader, supporting and empowering my team members to perform their best. I also emphasize the importance of open communication, active listening, and creating a positive work culture.
Furthermore, I believe in creating an environment that fosters creativity and innovation. I encourage my team to think outside the box, challenge themselves, and take calculated risks. In my experience, this approach has led to breakthroughs, game-changing initiatives, and new business models that have benefited the company and the industry.
Lastly, I believe that a leader must be adaptable, especially in times of change and uncertainty. In today's rapidly evolving business landscape, being agile, and responsive is crucial to remain competitive and succeed. Therefore, I encourage my team to embrace change and view it as an opportunity to learn, grow, and excel.
You've completed an MBA and worked in a number of different industries. How has this experience shaped your approach to leadership and decision-making?
My diverse background in various industries and completion of my executive MBA program have greatly influenced my leadership style and decision-making approach. I've come to realize that as leaders, we must make decisions and navigate our companies towards success, even when we don't have access to all the necessary information. To make the best possible decision in such situations, I rely on available data and my past experiences while also taking into account others' successes and mistakes.
Through my MBA program, I gained a comprehensive understanding of running a business, from managing large corporations to younger startups. This experience helped me develop a broad perspective and the ability to view situations from different angles, whether it be from the standpoint of customers, suppliers, colleagues, or any stakeholder. This skill of empathizing with others and putting oneself in their shoes is critical for making strategic decisions that positively impact the organization and its stakeholders. Overall, my diverse experiences and education have greatly shaped my leadership style and decision-making approach, allowing me to make informed and effective decisions that drive organizational success.
In your opinion, what are some of the biggest challenges facing businesses today, and how can companies navigate them successfully?
I believe that businesses today are facing significant challenges due to the changing economy, which is being shaped by technological advancements and evolving employment trends. Companies are now able to expand and operate with fewer employees thanks to artificial intelligence and robotics, which can increase productivity and automate tasks. However, this transformation of the economy also raises important questions about work and income taxation, and how these factors impact people's lives.
These challenges are also present in other industries such as music, entertainment, and sports. In an upcoming article, I plan to explore the economy of the sports industry and suggest ways to improve it without overburdening players with too many games/leagues and causing burnout.
As technology continues to shape the world, it's important to ensure that everyone has access to the benefits of a prosperous economy. While cryptocurrencies like Bitcoin are disrupting the economy, we must explore new methods to distribute these benefits equitably and ensure that everyone can enjoy a high quality of life. Ultimately, navigating these challenges requires a forward-thinking approach that balances the benefits of technology with the needs and well-being of people.
What word motivates you the most, and why?
There are many words that inspire and drive me especially when they drive good cause and a dedicated purpose, but if I had to choose one, it would be "challenging". When someone tells me that something is impossible or that it won't work, it only fuels my motivation to prove the contrary. I thrive on difficult situations that require me to think creatively and push beyond my limits. The sense of accomplishment that comes from overcoming a challenge is incredibly rewarding and motivates me to keep pushing forward.
