In this episode of Keen On, Andrew Keen talks with Raja Rajamannar about his new book, Quantum Marketing: Mastering the New Marketing Mindset for Tomorrow's Consumers.
In the book, Raja Rajamannar, Chief Marketing Officer of Mastercard, shares breakthrough, frontier strategies to navigate the challenges marketers face to thrive in a modern business world that is changing with unprecedented speed and disruption.
A member of the Mastercard's Management Committee, Raja draws upon his breadth of experience running global businesses across the payments, healthcare and consumer-packaged goods industries to reinvent marketing as a business driver and to explore new business opportunities in various sectors.
Today, the MasterCard brand delivers a sustainable, competitive advantage for the company and its customers. In addition to overseeing the traditional marketing disciplines, Mr. Rajamannar also has the chief communications officer, responsible for worldwide communications and digital marketing, reporting into him.
Prior to joining MasterCard, he served as executive vice president and chief transformation officer at Anthem, where he oversaw the turnaround of the company’s $10 billion Medicare Advantage business, while also managing functions like M&A, marketing data analytics and innovation. Before Anthem, Mr. Rajamannar served as the chief executive – International and chief innovation and marketing officer for Humana, overseeing enterprise-wide functions including marketing, communications, public affairs, innovation, data analytics and international business development.
Earlier, he was with Citigroup for 15 years, holding a number of senior management roles, including leading the core credit cards business for North America. From 2004 to 2006, Mr. Rajamannar was chairman and CEO, Diners Club North America. He also served as head of credit cards and all consumer asset products for Citi’s Europe, Middle East and Africa (EMEA) region. Prior to Citigroup, he held a number of senior product, sales and marketing positions with Unilever in India.
In 2015, Mr. Rajamannar was recognized as one of Forbes’ 50 Most Influential CMOs. He is a member of the Board of Directors of PPL Corporation.
Mr. Rajamannar has a Master of Business Administration from the Indian Institute of Management, Bangalore, India, and a Bachelor of Technology degree in Chemical Engineering from Osmania University in Hyderabad, India.
Raja Rajamannar on "The Fifth Paradign", Marketing and the Future of Consumerism