Mastercard’s Raja Rajamannar On What It Takes To Engineer Experiences Money Can’t Buy
In his role as the Chief Marketing and Communications Officer of Mastercard, Rajamannar says that a deep understanding of customers lies at the heart of the global payments technology company’s strategy.
Global payments leader Mastercard made its presence felt at this year's Formula 1 Abu Dhabi Grand Prix with the launch of its first-ever Fan Garage, which was created in partnership with the McLaren Formula 1 team.
As the Primary Partner of the McLaren Formula 1 Team, Mastercard brought its collaboration with it to life at the Fan Garage through a number of exclusive experiences, which ranged from racing simulators to artificial intelligence (AI)-driven interactions.
Speaking to Inc. Arabia, Raja Rajamannar, Chief Marketing and Communications Officer, Mastercard, highlighted the Fan Garage as yet another example of Mastercard's strategy of curating "priceless" experiences that money cannot buy, which, in turn, stems from the significant effort it places in deeply understanding its customers.
No wonder then that this was the first piece of advice Rajamannar shared for other brands seeking to connect with their clientele ("When you understand consumers the best, you are able to serve them the best"), and he followed that up by urging brands to be "crystal clear" in their strategies. "The third thing [is that] once you have a great strategy, you need great talent to bring that strategy to life," Rajamannar added. "So, you have to build phenomenal teams. These are the three 'to-do's', I would say.”
Rajamannar also shared with Inc. Arabia what brands should not be doing with their marketing efforts—check out the full video to hear what they are!
