Director: Marketing Technology
Coca-Cola Company

Devendra Shivhare currently holds the position of Director of Marketing Technology at The Coca-Cola Company, overseeing the Asia-Pacific region, which encompasses four operational units spanning more than 15 countries. In his role, his primary focus lies in the realm of Digital experiences, Marketing automation, AI, CRM, and Digital Media. His mission revolves around driving consumer audience expansion, elevating personalization efforts, triangulating identity data, bolstering brand awareness, and optimizing the efficacy of advertising campaigns, all through the adept utilization of marketing technologies, platforms, and tools. With nearly two decades of invaluable expertise, his purview spans an array of domains, encompassing digital marketing, advertising, media, customer experience (CX), B2C relations, eCommerce, and more. His steadfast belief resides in the capacity of technology to bridge the divide between marketers and customers, acting as a pivotal facilitator for marketers to craft intuitive, captivating, personalized, and consequential customer experiences.


CMO COUNCIL: Which digital marketing innovations are most enabling your go-to-market process, customer value creation, and campaign effectiveness?

SHIVHARE: I find that innovation is the cornerstone of any go-to-market process, customer value creation, and campaign effectiveness. My approach is inherently data-driven, leveraging advanced analytics and AI to provide a comprehensive customer 360 view. Automation plays a pivotal role in optimizing media strategies and connecting digital experiences seamlessly. However, I prioritize privacy and trust, ensuring a value exchange that respects customer data and preferences. By embracing these digital marketing innovations, we can shape a customer-centric future where engagement is meaningful, and ROI is maximized, fostering a dynamic ecosystem where data platforms are the bedrock of business success.


CMO COUNCIL: What past experiences have best prepared you for the marketing technology leadership role?

SHIVHARE: My extensive background in marketing technology leadership has been uniquely shaped by a multifaceted career path. My experience spans both the demand and supply sides of the digital marketing ecosystem. Working closely with diverse brands and businesses has honed my ability to understand their unique needs, challenges, and objectives. This exposure allowed me to craft data-driven strategies that drive results and foster growth. Moreover, my deep involvement in AdTech and MarTech platforms has provided me with invaluable insights into the cutting-edge tools and technologies that power today's digital marketing landscape. This expertise enables me to harness the full potential of marketing technology, optimizing campaigns, and maximizing ROI. Lastly, my engagement with publishers has afforded me a holistic view of the industry, ensuring that I can navigate the digital marketing ecosystem effectively, delivering innovative solutions that resonate with both clients and consumers.


CMO COUNCIL: How do you describe your leadership style?

SHIVHARE: My leadership style is inclusive and collaborative. I believe in fostering an environment where everyone's ideas are valued, recognizing that diverse perspectives drive innovation and impact. I am supportive of my team, always striving to create a balance between working hard and enjoying our journey together. We work hard, play hard, and have fun while celebrating our successes. My leadership is heart-led, driven by the genuine inspiration to see my team thrive. I aim to be a mentor and coach, helping individuals reach their full potential while assembling the right people with the right expertise to form a high-performing unit. I prioritize a culture that encourages a diversity of perspectives and I pride myself on being a thoughtful partner in achieving our collective goals.


CMO COUNCIL: What factors contribute most to your success?

SHIVHARE: My success as a marketing technology leader can be attributed to several key factors. First and foremost, collaboration is at the core of my approach. By fostering a culture of collaboration, I bring together diverse talents and perspectives to drive innovative thinking and generate fresh ideas. Building winning relationships with my team and partners is another crucial element, as I believe in bringing out the best in people and empowering them to excel. I adhere to the principle of simplicity, consistently aiming to keep it simple, whether in processes or strategies. Moreover, my commitment to being data-driven ensures that every decision is grounded in actionable insights, allowing us to refine and optimize our efforts continuously. These factors collectively contribute to my ability to navigate the complex landscape of marketing technology and deliver effective solutions that drive success.


CMO COUNCIL: What’s the best piece of career advice you’ve been given? Or what career advice would you give to emerging marketing leaders?

SHIVHARE: Continuously invest in your learning and adaptability. The marketing landscape is dynamic, with technology evolving rapidly. Stay curious, embrace new tools and trends, and develop a growth mindset. Build a strong network, collaborate with diverse professionals, and always prioritize data-driven decision-making. Remember that success in marketing technology is a blend of creativity and analytics. Keep your customer at the forefront of every strategy, and never underestimate the power of empathy in understanding their needs. Lastly, be a strategic thinker; align your efforts with overarching business goals and articulate the value of marketing technology in achieving them. By staying agile, informed, and focused on delivering tangible results, you'll pave the way for a successful and fulfilling career in marketing leadership.


DEVENDRA SHIVHARE is host of a CMO Panel, 'Getting Serious About the Omni-Channel Experience’, at The Chief Customer Officers (CCO) & Enterprise Leaders Summit , to which CMO Council is an industry partner. VIEW MORE


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