Aligning marketing with customer needs is a constant challenge for many companies, especially in a competitive and rapidly evolving environment. In this context, Sarah Zilenovski, CMO at Clear Sale, shared her experience on how to connect product marketing and solution engineering strategies with customer demands.
Sarah began her career at Procter & Gamble, where she worked for five years. She emphasizes the importance of not following a traditional career path and taking control of your own professional path. During her journey, she worked in several areas, including commercial and financial, which gave her a broad view of business and helped her develop an analytical approach.
One of the valuable lessons shared by Sarah is the importance of “spending coins” to try out new areas and functions. This mindset allowed her to explore different sectors within the company and better understand how the business works. Her transition to marketing occurred naturally, with a significant stint in sales, where she learned to value integration between numbers and business.
Clear Sale, a company specializing in risk management and fraud prevention, was an important milestone in his career. Sarah highlighted that when she joined Clear Sale, she faced challenges dealing with an underdeveloped marketing structure. She helped structure the commercial team and create a pre-sales approach, something that did not previously exist. This process included expansion into new markets, such as banking and telecom, in addition to diversifying the company's revenue.
Sarah reflects on the importance of understanding the business as a whole and how alignment with the company's vision is crucial to success. She believes that all areas, including marketing and sales, must work together to achieve the company's goals. Clear Sale, under his leadership, underwent a significant transformation, with strong brand repositioning and international expansion. The “One Step Ahead” campaign was an example of this, showing how the company is always ahead and is not limited to the e-commerce market.
For Sarah, the international career was a choice that came later, but which proved to be extremely enriching. She highlights that success in foreign markets depends not only on technical skills, but also on a deep understanding of cultural differences and market expectations. In the United States, for example, she observed that negotiations tend to be more direct, with less room for discounts, unlike Brazil.
The issue of gender discrimination was also addressed, with Sarah recounting challenging experiences, such as being underestimated because she is a woman. She highlights the importance of perseverance and building a career based on merit. Furthermore, she emphasizes the need for transparency and clear communication with leadership and staff, something she practices when holding individual conversations with her employees.
Sarah also shares her leadership practices, highlighting the importance of getting to know the team and understanding their ambitions and challenges. She believes that a team's success depends on a good alignment between personal expectations and the company's objectives. To stay current, she values continuous learning, whether through formal education, reading or participating in meetings and events.
Conclusion, Sarah Zilenovski offers a rich and inspiring insight into a career in marketing and the importance of aligning business strategies with customer needs. Your focus on a flexible and adaptable career, combined with a strong work ethic and search for purpose, serves as a valuable guide for professionals at every stage of their journey.
