Author: CIO Times

Marketing significantly shapes consumer perception by influencing how people view and engage with products and brands. Through strategic campaigns, consistent messaging, and storytelling, marketing creates an image and identity that resonates with the target audience. It highlights the unique features and benefits of a product, aligning them with the values and desires of consumers. 

By shaping narratives and presenting compelling visuals, marketing can alter consumer perceptions, driving preference and loyalty towards a brand. This power to mould perception makes marketing an essential tool for any business aiming to succeed in a competitive market. 

While working in the sales field for the first 6 years of her career, Irem Baltaci Yazlar witnessed the power of marketing in shaping consumer perception and driving business success. Marketing allowed her to be a part of that process, which is why she was always passionate about her marketing career. She had the privilege of working across various sectors, from consumer goods to technology, where she developed a strong foundation in brand management, product marketing, and strategic communication. 

The pivotal moment in Irem’s career came when she joined BSH Home Appliance. She was drawn to the company for its strong legacy in home appliances and its forward-thinking approach to innovation and people-centricity. Over the years, she has grown within the organization by taking on roles of increasing responsibility, managing product launches, driving market expansion, and leading high-performance teams. Her current role as Marketing Director for the Middle East region has allowed her to harness her skills and insights to drive BSH’s growth in this dynamic and culturally diverse region.

The Home Appliance Giant

BSH Home Appliances is the largest manufacturer of home appliances in Europe and one of the leading companies in the sector worldwide with globally recognized brands such as Bosch, Siemens, and Gaggenau, under its umbrella. It specializes in a wide range of products, from large home appliances – such as cooktops, ovens, ventilation hoods, dishwashers, washers, dryers, fridges, and freezers – to small home appliances, such as vacuum cleaners, espresso machines as well as small kitchen appliances. Its focus is not just on selling products, but on enhancing the quality of life for its customers by making everyday tasks simpler, more efficient, and more enjoyable through technology and innovation. 

The core values of BSH are customer-centricity, sustainability, digitalization, and connectivity. The company’s mission is to make life easier for its consumers through pioneering innovation while being environmentally responsible. They believe in creating products that not only enhance convenience but also reduce the carbon footprint and contribute to a more sustainable future.

Key Challenges in the Path

One of the key challenges Irem has faced in her career has been navigating the complexities of marketing in a rapidly changing, multicultural environment like the Middle East. Each market in the region is unique, with its own cultural nuances, consumer behaviours, and regulatory environments. When she first joined BSH, adapting the global marketing strategy to fit local contexts while staying true to the brand’s core identity was a significant challenge. 

She overcame this by diving deep into understanding each market individually. Irem invested time in market understanding, customer insights, and working closely with local teams. By fostering a collaborative culture and integrating local expertise into the strategy, she and her team were able to create campaigns that resonated deeply with diverse consumer groups while maintaining brand consistency. The key lesson she learned was the importance of flexibility and localized execution in global strategies.

Fostering Excellence 

Innovation and creativity are at the heart of everything at BSH, especially in the marketing department, where the team is constantly challenged to think outside the box. To foster these attributes, Irem believes in creating an environment that encourages experimentation and open dialogue. She actively promotes cross-functional collaboration where team members from different departments, such as Category Strategy, Customer Service and Sales, come together to share ideas and perspectives.

Moreover, Irem believes in empowering her team to take ownership of their projects. This means providing them with the freedom to explore new concepts, test new methodologies, and push the boundaries of conventional thinking. Failure is seen as part of the learning process, and they embrace an iterative approach to innovation.

“Continuous learning is also vital to fostering excellence. I encourage my team to stay updated with the latest trends in marketing, consumer behaviour, and technology through workshops and events, seminars, and online courses,” she says.

Technology for Better Homes

Technology is a fundamental pillar of growth for BSH, both in terms of the products they create and how they engage with their consumers. The advent of smart home technology, IoT (Internet of Things), and AI (Artificial Intelligence) has revolutionized the home appliances industry, and BSH has been at the forefront of this transformation. 

Their smart appliances, for instance, are designed to integrate seamlessly into modern homes, allowing users to control their appliances remotely, monitor energy consumption, and automate household tasks. They also leverage data analytics to gain deeper insights into consumer preferences, which helps them personalize their marketing efforts and improve customer satisfaction.

Moreover, technology has enabled BSH to streamline its operations and supply chains, ensuring it can meet the growing demand for sustainable and energy-efficient products. In the marketing domain, digital tools and platforms allow them to create more targeted and engaging campaigns, track performance in real time, and build stronger relationships with their customers.

Growing Responsibly

BSH pursues a holistic approach to sustainability, considering three key aspects: Environment, Social and Governance. They are committed to reducing their environmental impact across all stages of their business operations. They have set ambitious goals to become climate-neutral in their production processes by 2030 and are actively working on reducing water and energy consumption across their manufacturing sites. 

In product development, BSH prioritizes creating energy-efficient appliances that help consumers reduce their carbon footprint. For example, their dishwashers and washing machines use advanced technologies to optimize water usage, while their ovens and cooktops are designed to minimize energy consumption without compromising on performance.

“We also at BSH want to contribute to the transformation to a sustainable society and the empowerment of people, because people are at the heart of what we do. We care about the health and safety of our employees and support selected social organizations,” says Irem.

Lastly, BSH is committed to sustainability standards, both internally and along the value chain together with its partners. Therefore, it is part of certain global initiatives like the UN Global Compact asking its suppliers to implement their principles.

Creating an Inclusive Workspace

Diversity and inclusion are integral to BSH’s corporate culture, and as a female leader in the organization, Irem is deeply committed to fostering an inclusive work environment. She believes that diversity in the workplace leads to greater creativity, innovation, and problem-solving, as it brings together different perspectives and experiences.

Irem actively supports initiatives that encourage gender diversity, such as mentoring programs for women in the workplace, providing equal opportunities for career advancement, and promoting a work-life balance that enables all employees to thrive. There is an initiative called BSH SheLead which is formed by females in the organization and Irem to support their career development and other aspects of their work and personal lives.  They also focus on hiring talent from diverse cultural backgrounds, especially given the multicultural nature of the Middle East region.

“Inclusion is about ensuring that everyone feels valued and heard. I strive to create an open-door policy where team members feel comfortable sharing their ideas and concerns. We regularly conduct workshops on unconscious bias and cultural sensitivity to ensure that we maintain a respectful and inclusive workplace,” shares Irem.

Trends in the Industry

The home appliances industry is undergoing a significant transformation, driven by trends like smart home technology, sustainability, and personalized experiences. Consumers today are looking for products that integrate seamlessly with their digital lifestyles, are energy-efficient, and offer enhanced convenience.

BSH is already at the forefront of these trends with our Home Connect platform, which allows users to control and monitor their appliances via a smart app. They are continually investing in R&D to enhance the capabilities of their smart appliances and integrate AI for personalized user experiences. 

Another trend they see gaining momentum is the demand for sustainable products. Consumers are increasingly conscious of their environmental footprint and are looking for appliances that help them conserve energy and reduce waste. BSH is committed to staying ahead of this trend by launching more eco-friendly products and implementing sustainable practices across its operations.

Challenges, Potentials and the Vision Ahead

Irem suggests that one of the key challenges hindering the progress of the home appliances industry is the rapid pace of technological advancement. While this presents opportunities, it also poses the risk of leaving some consumers behind, particularly those who may not be as tech-savvy. To address this, she feels the industry needs to focus on creating user-friendly solutions that are accessible to a wide range of consumers, not just early adopters.

Another challenge is the increasing pressure to meet sustainability standards while maintaining profitability. The cost of producing eco-friendly appliances can be higher, which can impact pricing and market competitiveness. To overcome this, companies need to invest in R&D to find cost-effective solutions that meet both sustainability goals and consumer expectations.

In the next five years, Irem sees the home appliances industry becoming even more integrated with digital ecosystems. As IoT technology advances, there will be greater interoperability between home appliances, home security systems, and entertainment devices. Consumers will expect appliances to not only perform traditional functions but also offer intuitive, AI-driven insights that make their lives easier.

“At BSH, we aim to lead this evolution by continuing to invest in smart technology, sustainability, and customer-centric innovations. Our vision is to become the leading provider of sustainable and smart home solutions that are tailored to the needs of tomorrow’s consumers. We will also strengthen our digital engagement and build stronger, more personalized relationships with our customers,” concludes Irem.

A Quote to Live By:

“One quote that resonates deeply with me is from Maya Angelou: *”Do the best you can until you know better. Then when you know better, do better.”* This quote speaks to the importance of continuous learning, growth, and self-improvement. It reminds me that perfection is not the goal—progress is, and that as long as we are committed to learning and evolving, both in our personal and professional lives, we are on the right path.”

Quote: “BSH aspires to continuously improve the quality of life at home with its outstanding appliance brands and top-class digital services.”

Quote: “I have a consistent track record of leading diverse cross-functional with an inclusiveness mindset that results in success stories.”

For companies to thrive in today’s competitive market, they need to optimize every customer interaction to build strong emotional connections, leading to increased loyalty and, ultimately, brand love. Effective customer experience management (CXM) is essential to boost revenue by encouraging repeat purchases and referrals, while also reducing customer churn by addressing issues promptly. Additionally, it differentiates a company from its competitors and enhances its reputation through positive reviews and word-of-mouth recommendations. Investing in CXM creates a sustainable business model focused on long-term relationships and continuous growth.

As a global leader in digital business services, Teleperformance (TP) connects businesses with their customers through exceptional service, powered by its unique blend of high-tech solutions and human expertise.

TP’s innovative approach leverages the high emotional intelligence of our TP Experts combined with AI, analytics, and automation to streamline operations and deliver exceptional customer experiences. From its award-winning remote work model, Cloud Campus, to its client-centric TP Experts who provide service from the heart to its advanced application of technology, analytics, and process excellence, TP is transforming the industry through innovation under the leadership of Rahul Jolly, CEO of TP in the Philippines.

The Persistent & Compassionate Leader

Rahul’s professional journey across 25+ years has given him the opportunity to manage diverse & progressive roles across organizations like GE Capital International Services, IBM and Aegis / Teleperformance. He constantly looked to upskill himself with relevant and professional certifications including PMP from PMI – USA and Lean Six Sigma Black Belt from Indian Statistical Institute. Rahul also holds his Post Graduate in Management from XLRI -Jamshedpur, a marquee business school in India.

Rahul is part of the global management team at TP and previously part of the Leadership Advisory Council driving transformation initiatives across the organization. Over the years, he has had the privilege of building business units, acquiring new capabilities and leading large and diverse global teams. Each role has brought new challenges and opportunities. The Information Technology and Business Process Management (ITBPM) industry has evolved dramatically since he started. What once was a fledgling sector has become a global powerhouse, and he has been fortunate to be part of this immense growth. The industry’s ability to create jobs, promote economic development, and drive efficiency challenges him to improve every day.

“I have always been motivated by the constant evolution of this industry. There’s always something new to learn, new challenges to overcome, and new opportunities to create.” says Jolly.

A Challenging Role

For Rahul, leading TP in the Philippines is both exhilarating and demanding. The pace of change in the industry has always been fast but more so in recent years, driven by technological advancements and evolving customer expectations.

Balancing the need for innovation with operational efficiency is a constant challenge. Ensuring that thecompany’s people are equipped with the right tools and the right skill at the right time is what keeps Rahul engaged and focused. Also addressing complexities of a global business with operations in a diverse country like the Philippines, presents its own unique set of hurdles.

Yet, says Rahul, the opportunities are equally immense for the industry, and for TP in the Philippines.

TP, throughout its journey, has redefined the customer experience landscape, creating truly exceptional interactions that drive loyalty and advocacy. In combining the power of technology and human ingenuity, it delivers unprecedented value to its clients. Its people are its greatest asset, and investing in their growth and development is essential to its long-term success.

“I believe that the key to overcoming challenges lies in our ability to create win-win solutions. Instead of simply capturing market share, we focus on expanding the overall market by delivering innovative solutions that benefit our clients, employees, and the communities we serve. This requires a mindset of abundance, where everyone wins,” says Jolly.

He feels incredibly fortunate to have an exceptional executive team by his side. Rahul believes they are the architects of TP’s success, constantly pushing the boundaries of what is possible.

“Their strategic thinking, combined with their deep industry expertise, is a true differentiator. Together, we are building a company that not only endures but thrives. With the team we have built, I am confident in our ability to navigate the complexities of our industry and emerge stronger than ever,” he sums up.

Leading through Innovation and Human-Approach

TP is a people company. They are defined by their unique “High-Touch” approach that combines cutting-edge technology with a deep-rooted commitment to human connection.

At the heart of TP’s success is its people. It fosters a culture of empathy, respect, and growth, creating a workplace where its employees feel valued and empowered. It invests in their well-being, offering programs and initiatives to support their mental health and career growth.

And that is the wellspring where its innovative framework draws its success from. TP’s highly engaged and talented people continuously engage in iterative solutions-building for its clients.

“Implementing the latest technology can be fairly simple at the surface, but it’s an entirely different thing to bring about transformative changes at scale. For that, you need highly talented and equipped individuals. That’s where TP thrives,” shares Jolly.

As a preferred partner of global brands, TP is innovating by co-creating solutions with its clients and their customers, leveraging its position to iteratively address pain points, and delivering value beyond its SLAs to all its stakeholders.

Leveraging interaction data from its TP experts, TP Recommender, provides in-depth insight into the “voice of the customer” and matches client needs to TP’s suite of solutions. This way, all its solutions are tailored to client needs, cost-effective, and agile.

“This human-centric approach, combined with our technological know-how, sets us apart and delivers exceptional customer experiences. It’s this unique blend of culture, people, and process that differentiates TP,” asserts Jolly.

Delivering Consistent Quality Service

Delivering consistent, high-quality customer experiences across its global operations is a core tenet at TP. It’s a complex challenge, but one they approach with strategic precision.

First and foremost, global leadership at TP understands  that customer expectations vary across cultures. Likewise, operating in over 100 countries and serving over 170+ markets puts them in a position to actively employ this with all their initiatives and programs.

Equally important is its investment in people. TP believes in the power of human connection, mostly in the increasingly digital world. Its “high-touch” approach, combined with a strong emphasis on cultural alignment, creates a harmonious blend of global expertise and local empathy. Its presence and experience operating at over 170+ markets around the world makes its operations resilient, impactful, and sustainable.

Finally, TP’s partnerships with its clients are the bedrock of its success. “Open communication and collaboration are essential. As integrated partners, we gain a deep understanding of their unique needs and tailor our solutions accordingly. Our ability to adapt quickly and fully understand their business speaks to the strength and opportunities that lie within these partnerships,” explains Jolly.

Scalable Solutions

Rigorous testing is at the heart of TP’s development process. It subjects its solutions to rigorous performance and stress tests to identify potential bottlenecks and ensure they can handle increased workloads. This proactive approach allows the solutions to scale seamlessly as the clients’ needs evolve.

TP has also invested heavily in building a flexible, cloud-based platform, TP-as-a-Service. This platform enables it to rapidly deploy and scale its solutions as required, without compromising quality or security. Getting into new technologies requires massive investment and comes with sizeable risks, and giving client exclusive access to its services on demand affords them the flexibility to sustainably grow.

“When it comes to innovation, our philosophy is simple. Be the best in the market. We leverage our position as the premier partner of global brands to offer scalable and adaptable solutions to each of our clients,” says Rahul.

Spotting the Trend

The digital integrated business industry is undergoing rapid transformation and is rife with opportunities in shifting consumer demands. Rahul feels that the paradigm of growth is shifting, and clients are looking for more sophisticated solutions. They’re seeing a shift towards higher-value, judgment-intensive services. To meet this challenge, TP is investing heavily in upskilling its workforce to handle complex tasks and building expertise in specialized domains like healthcare, finance, and technology while at the same time investing in Emotional Intelligence throughout its workforce.

They’re also seeing demand in areas like Finance & Accounting (F&A), Trust & Safety (T&S), and Data & Analytics (D&A). One key area they’re doubling down on here – also connected to the rise of GenAI – is data security and fraud risk management. Their best-in-class security services at TP, despite being a pioneer in emerging technologies, speaks volumes of their commitment to ethically, effectively, and securely leveraging data for clients.

The world is also catching up to integrating sustainability into operations. As a Force for Good, TP in the Philippines has pioneered integrated models of corporate social responsibility. They mobilize the people and invest in the communities, to foster inclusive growth and contribute to a future we all deserve.

Lastly, securing top talent is increasingly competitive. To address this, TP is focusing on talent development and retention. With its cloud solutions, for example, it is leveraging its technological advantage to explore new talent pools and expand its geographic footprint to access a wider talent base.

Supporting Employee Growth

Its people are the heart of TP, and their well-being is its top priority.

Success is not a solo endeavor, believes Rahul. If a business wants to upgrade itself, it’s essential to hire great people and give them the opportunity to make a difference. It is important to invest in high performance talent development to create depth in extended leadership team and support growth. At an overall organizational level – the ability to attract and retain talent is extremely important in a very competitive environment.

“We offer flexible work arrangements that empower our people to manage their time effectively. Recognizing the importance of mental health, we’ve established comprehensive support systems, including access to mental health resources and training for our managers. We prioritize the well-being of our employees and their families by offering competitive benefits packages. Safety is paramount, and our ISO 45001 certification underscores our commitment to creating a secure work environment,” shares Jolly.

Further, TP in the Philippines has created a strong culture of inclusion and belonging through its ERGs such as TP Pride for LGBTQIA+ people and TP Women, providing a supportive space for employees from diverse backgrounds. It remains the largest, seven-time consecutive Great Place to Work certified company in the Philippines, to date. With 88% of its 60,000 employees participating and attesting to their superb experience, TP in the Philippines is proud of being a responsive people company.

Diversity and innovation go hand-in-hand at TP. Rahul exemplifies that a workplace where everyone feels valued and respected is a strategic imperative for driving innovation. Its commitment to Diversity, Equity, and Inclusion (DE&I) is evident in everything it does. From its inclusive hiring practices to its employee resource groups it is creating a culture where everyone feels empowered to contribute their unique perspectives. This commitment extends to leadership, with women and people of diverse SOGIE making up a strong majority (56%) of leaders at TP in the Philippines.

As Rahul is focused on building a high-performance culture that does not celebrate mediocracy, he strongly believes-one of the main reasons for an unproductive work environment is absence of trust. “Once you have trust, you can give feedback openly and you can have professional arguments, and you can still excel together.”

Miles to Go

TP in the Philippines is poised for continued growth and leadership in the IT-BPM industry. With over 28 years of operations in the Philippines, led by world-class talent, TP in the Philippines is fueled by a staunch commitment to inclusive growth.

The team is committed to expand its reach into new sectors and regions and drive robust revenue growth, creating value for its people, stakeholders, clients, and communities.

To achieve these goals, Rahul and the executive team recognize the importance of investing in its people and adapting to the rapidly evolving technological landscape. They’re committed to continue to upskill and reskill the workforce to meet the demands of an increasingly complex industry, while also creating a positive and supportive work environment that fosters loyalty and productivity.

“The emergence of new technologies presents both opportunities and challenges. We believe that by equipping our employees with the necessary skills to leverage these technologies, we can enhance efficiency, improve decision-making, and create innovative solutions for our clients. Our strategy is clear: prioritize our people, leverage technology to innovate, and create immense value for our clients and stakeholders,” concludes Rahul.

Read More Exclusive Interviews

Giovanni Di Filippo is a seasoned executive with a distinguished career in the technology industry for nearly 35 years in some of the world’s most highly diverse and fast-paced markets. He currently serves as the President of Europe, Middle East, and Africa (EMEA) at Lenovo Data Center Group.

Giovanni started his career at Compaq working his way up through various sales roles including a two-year North America assignment with McKinsey for a global CIO program, then moved to Sun Microsystems where he was leading as Managing Director Central and Eastern Europe. From there he progressed at Cisco steering some of the emerging markets, including the Middle East, during the years of the Financial Crisis back into high profitability. 

Giovanni then spent a few years at SAP leading the worldwide SAP/HANA partner go-to-market strategy and at the same time implementing the Sybase acquisition. On top of that, he was chartered to build and lead SAP’s largest GSI program. He then joined Riverbed Technology bought by Private Equity where he led the EMEA partner ecosystem, including the strategy to transform product sales into a profitable subscription business with the outcome of EMEA becoming the geography of the year. Along the way, he has also stepped up as Executive Sponsor for several Fortune 500 companies including an APAC assignment living in Singapore.

Giovanni is known for his innovative approach to sales models, having developed the rapid operational sales model and the partner quadrant model. He is passionate about developing people and creating world-class teams focused on delighting partners and customers. Giovanni’s vision is to leverage technology to make everyday life easier and solve some of humanity’s greatest challenges.

Leading at Lenovo

Lenovo lives up to its reputation as a global technology powerhouse with innovative end-to-end-full stack IT solutions available. From dual headquarters, in Beijing and Raleigh NC, it operates in 180 markets, with 18 R&D locations, and over 30 manufacturing facilities globally. The business is broken down into three core business groups – Solutions and Services Group (SSG), Infrastructure Solutions Group (ISG), and Intelligent Devices Group (IDG) which includes the entire Motorola brand. 

What drew Giovanni to Lenovo was the clear intent that they do not develop tech for tech’s sake; they are purposeful in delivering human-centred innovation. In his role as President of the ISG business in EMEA, Giovanni has worked on ensuring Lenovo is the most trusted technology vendor, focused on empowering customers through their intelligent transformations. One way he has done this was by leading a transformative shift in their Sales Go-To-Market strategy from traditional product-focused sales to a solution and outcome-based sales approach. This strategic pivot allowed them to deeply align with customer needs and deliver measurable business outcomes, strengthening client partnerships. As a result, the organization became recognized in the industry as a thought leader, positioning itself at the forefront of solution-driven innovation and creating lasting value for both its clients and the brand.

Challenges Enroute

“I’ve probably seen some of the best and the most challenging times economically in this region over the years, but despite everything the economy has thrown at us, I’ve seen Lenovo EMEA continue to transform from a company known as the #1 PC manufacturer into a technology solutions powerhouse,” says Giovanni.

In a post-pandemic world, he has seen some of the toughest quarters for the technology industry ever, and guiding teams through them has been challenging. But Giovanni likes to lead with the reminder that success doesn’t happen overnight, nor does it happen in just one quarter, so while there will always be headwinds that they can’t control, he believes that during challenging times, strong vision and leadership can help everybody stay focused with a sense of direction and purpose.

Being able to anticipate and adapt in challenging times is the key to success, and that’s exactly what happened when the industry required a shift from IT costs being CAPEX to OPEX, Lenovo pivoted from traditional product sales to an X-as-a-Service sales model. This meant supporting sales teams across the region to develop their skills beyond product knowledge and adapt to longer and different sales cycles. They now work much more seamlessly with colleagues in the Solutions and Services Group to deliver more consultative selling as one team. 

“Lenovo has achieved remarkable success as a leading provider of supercomputers, powering nearly one-third of the systems on the latest TOP500 list. Of these, 39 are located in EMEA, including 8 new systems. Additionally, Lenovo boasts 3 supercomputers ranked in the Green500’s top 10 for energy efficiency, with two of them situated in EMEA. I am incredibly proud that the Lenovo High-Performance Computing (HPC) business in EMEA continues to outperform other vendors, and our team here in EMEA is such an important contributor to this overall success,” shares Giovanni.

Strategic Vision for Growth and Innovation 

For a long while Lenovo has worked on being the most trusted partner – empowering customers’ intelligent transformation and helping solve humanity’s greatest challenges. In doing this, it is working towards its vision for the infrastructure business to become the largest end-to-end infrastructure solutions provider in the world, but also be the vendor of choice with the greatest purpose. 

Giovanni shares that part of their plan is to drive growth and innovation by continuing to partner with research facilities, universities, and other entities that require innovative HPC solutions to progress in fields that impact humanity the most. For example, in Spain and the UK, Physics Centres and Universities are using Lenovo-based supercomputers to address some of the most complex questions about the universe, and in Italy, the Euro-Mediterranean Center on Climate Change runs on Lenovo technology with improved operational efficiency for its important research activities. In Saudi Arabia, Lenovo technology is used by NCM to run weather and climate models to produce predictions that save lives during extreme weather conditions. These projects will always be important to society and are certain growth drivers. 

In fact, in EMEA Lenovo’s vision specifically includes building on the momentum it has seen in the Middle East that has been fuelled by an increasing number of large-cap projects and its strong economies. It wants to tap into the robust growth in the region and unlock the transformative potential of digital technologies there, which it plans to do through its recently announced strategic collaboration with Alat and other proposed investments in the region.  

Integrating ESG principles into Business Operations 

ESG principles are part of the fabric of business at Lenovo and it demonstrates the brand’s commitment, persistence, and ongoing progress in all areas. Based on financial and corporate social responsibility data and community opinion, Lenovo’s supply chain was ranked #10 in the Gartner Supply Chain Top 25 for 2024, which is a great reflection of the increased focus it has had on key areas such as security, digital transformation, and environmental sustainability. 

“We know it’s important that sustainability in particular permeates every inch of our business too, and as a company, we are on track for our 2030 emission reduction goals, after announcing our commitment to reach net-zero emissions by 2050 in alignment to the Science Based Targets initiative’s Net-Zero Standard,” assures Giovanni.

Fuelled by its own commitments and services-led transformation, Lenovo continues to meet its customers wherever they are on their ESG journey with its sustainability services and partner programs as well. Just to name some of the more recent efforts, Lenovo now offers a new reduced carbon transport service for global logistics, as well as L.I.S.S.A., an AI-powered consultant that can help customers optimize their IT solutions in support of their sustainability goals. For the channel, it launched Lenovo 360 Circle, a community where 438 active partners, 314 based in EMEA, come together to align on ESG objectives and leverage new market trends driven by sustainability.  

Leveraging Data to Achieve Business Goals

Even as a Fortune 500 company, Lenovo faces the same challenges as many of its customers, and like them, its success can depend on IT systems and services running reliably. One of the best things about Lenovo is that it doesn’t just talk the talk, it walks the walk. Lenovo draws on its own products and services to unleash the power of its data, improve operations, and achieve its business goals. It showcases how ‘Lenovo Powers Lenovo’ publicly because it is so proud of its solutions and the results. 

“For example, we improved our own on-prem and cloud IT operations with a solution called xSpark that combines valuable data with LLM’s and our cloud technology. It allows the teams internally to add a higher level of automation and intelligence to different IT operations processes, and it combines and analyses data from multiple sources to identify the root causes of data centre incidents. On the customer-facing side, Lenovo created Smart Avatar—a first-of-its-kind AI solution that uses data to automatically direct each Lenovo PC customer to the appropriate support resources in real-time. It’s already delivered $10 million in cost-avoidance and a 15.4-point increase in customer satisfaction,” explains Giovanni.

More broadly, to support its Net Zero goals, Lenovo uses an innovative management system called Lenovo ESG Navigator that uses data to monitor key ESG metrics at our factory sites and delivers near-real-time insights on GHG (greenhouse gas) emissions and energy use.  

Exciting Time Ahead

It’s no surprise that AI is having the biggest impact on technological advancements at the moment. The rapid growth of generative AI is driving a surge in energy demand, which in turn puts pressure on data centres’ cooling abilities as well as the need to reduce their carbon emissions. Energy-intensive GPUs require more advanced cooling methods than traditional air systems, which is prompting a shift to liquid cooling, which (with the right solution) can cut power consumption by up to 40%. 

Datacentres need to be re-engineered for these higher thermal densities and in some cases completely redesigned. Giovanni has been excited about the latest generation of Lenovo’s Neptune Water Cooling systems since it launched in October last year. They have reshaped liquid cooling, with innovation that puts the highest accelerated computing available in a compact chassis that any size organization can use. The industry-first design takes liquid cooling vertical and delivers a system that is 100% liquid-cooled, eliminating the need for power-consuming fans.

“It’s a game changer for how data centres are going to look as well as how they operate and manage their environmental footprint,” he says.

Enhancing Customer Experience

Giovanni has always led with a customer-centric and partner-first approach and to ensure the highest satisfaction levels he implores all his teams to engage with customers on a human level. He leads by example meeting with hundreds of customers and partners a year – and in every interaction, he looks at the people not just the company. When it comes to selling, the starting point of a sales cycle is sacred, and the priority should be looking at what exactly your customer needs – not at what your solution is. 

Giovanni gets to know what they care about, and the truth is, they care about more than just the solution turning up and doing its job. They care about where it comes from, and how it’s made, and increasingly they care about the impact each purchase has on the environment. 

“To do this effectively we have moved manufacturing into EMEA to be closer to our customers. This increases the geographic diversification of Lenovo’s manufacturing footprint and enables us to capitalize on the growth momentum within specific regions of EMEA. We can respond to customer needs more effectively, with greater efficiency and control over product development and supply chain operations, all while continuing our commitment to sustainability and supporting the local community,” he shares.

Fostering a Culture of Innovation and Excellence

At Lenovo, particularly within the EMEA region, Giovanni and the team are deeply committed to fostering continuous development and supporting a culture of innovation and excellence. They invest significantly in ongoing training, offering weekly Solution Sales Enablement sessions across their entire sales force, including technical sales. These sessions are led by internal subject matter experts and trainers, as well as external coaches, covering everything from solution-focused strategies to advanced sales methodologies and execution practices. Their approach blends practical, hands-on learning to equip the teams to address customer needs, pain points, and desired outcomes through best-in-class solution selling.

Lenovo’s partnerships with industry leaders also play a key role in this development. For instance, it collaborates with NVIDIA to train and accredit its EMEA sales teams as NVIDIA AI Advisors, empowering both the sales and technical teams with cutting-edge AI expertise. Beyond technical skills, it offers a comprehensive portfolio of self-paced soft-skill training in areas such as innovation and design thinking, essential for nurturing adaptable, forward-thinking professionals. Next to that are programs in EMEA that support its ‘high potentials’ in becoming Lenovo’s next-gen leaders, and at the same time, it develops its existing leaders up to the executive level. 

“Importantly, this commitment to life-long learning begins with leadership: I, along with my managerial peers, actively engage in these same training programs to stay agile and resilient in our fast-evolving industry. By investing in our people, we’re not only fostering individual growth but also creating a culture where innovation, resilience, and diversity thrive,” says Giovanni.

Trends in the Data Center Industry

Per Giovanni, Artificial Intelligence is probably more of a disruptor than a trend, but either way, it’s certainly shaping the future of data centre infrastructure across every vertical. Lenovo has been building its AI-ready portfolio for the data centre since 2017, so it is more than ready for this evolution.  

“Alongside AI, security has become a paramount focus. Enterprises today are acutely aware of growing cyber risks, and as a trusted partner, it’s our role to ensure their data and data centres are protected. Lenovo invests heavily in security innovations throughout our portfolio, embedding layers of protection into our hardware and software to mitigate threats proactively. We work closely with customers, delivering end-to-end solutions that address their unique security challenges, ensuring robust, resilient infrastructure and devices to support their AI ambitions and broader digital transformation,” he says.

Next on the Cards

Lenovo’s ‘Smarter AI for All’ vision will remain Giovanni and his team’s focus over the coming years, and with their hybrid AI strategy, he sees Lenovo paving the way for AI to become accessible to everyone.​ AI is not new for Lenovo, and they are capitalising on the continual investment in innovation for AI-powered edge computing and hybrid cloud, as well as the expansion of their AI-ready server and storage portfolio.

Beyond the solutions, they are also taking steps to grow their AI Innovators Program which acts as a unique ecosystem of best-in-class software partners who collaborate with them to provide tailored, proven and ready-to-develop AI solutions including computer vision, audio recognition, prediction, security, and virtual assistants for every industry. To date, Lenovo has more than 50 of the industry’s leading software providers, 25 headquartered in EMEA, who have access to its AI Discover Labs where they validate their solutions and launch proof of concepts.  There have been over 150 industry turnkey solutions brought to market from the program and they are doing everything required to keep that number rising.

“For Lenovo, the Middle East momentum has never been stronger and we’ve made a big commitment in the region that will pan out over the next 5 years and more. We see the region hailed as a phenomenon in economic performance, breaking the trends and avoiding recessions, specifically the large-scale digital transformations are being seen in Saudi Arabia right now as they drive towards the Vision 2030 plan and position themselves as the platform for AI innovation,” concludes Giovanni.

A Quote to Live By:

“I can’t change the direction of the wind, but I can adjust my sails to always reach my destination – Jimmy Dean.”

For me, it’s a reminder that change is a constant in life and business and that people need to adapt, persevere, and learn to endure – and the best way to do that is as a team.

Quote: “Data will remain front and centre of everything we do, and how we innovate for our customers.”

Akram Shaar is a seasoned hospitality leader with over 27 years of experience in the industry. Currently serving as the General Manager of Crowne Plaza Jeddah, Akram has been instrumental in driving the hotel’s remarkable growth and success. His strategic leadership and innovative approach have significantly contributed to achieving targets and fostering a diverse and inclusive work environment. Akram’s commitment to excellence and sustainability aligns with Saudi Vision 2030, making him a key figure in the kingdom’s evolving hospitality sector.

Positioned strategically in the bustling Al Hamra District, Crowne Plaza Jeddah, an IHG Hotel, epitomizes the perfect fusion of modern luxury and Arabian tradition. Catering to the discerning business traveller, this 5-star establishment offers proximity to King Abdulaziz International Airport, advanced meeting facilities, and a range of gourmet dining options. One can experience unparalleled hospitality and tailored services designed to elevate their business engagements and leisure moments alike.

The Professional Journey

Akram’s professional journey in the hospitality industry spans over two decades, during which he has worked with some of the most renowned hotel brands, including IHG Hotels & Resorts, Hilton Worldwide, Raffles, and Mövenpick. From an early age, his love for travel and fascination with different cultures inspired Akram to join the hospitality industry. It’s a career that allows him to connect with people from around the world and continuously learn about their traditions and lifestyles. 

After taking his first steps into the hospitality industry with IHG in 1997, Akram quickly realized that this was where he belonged. Over the years, he has held multiple leadership roles, where he has honed his skills in operations, strategy, management and guest experience. His journey has been one of continuous learning, adapting to industry trends, and embracing cultural nuances to drive guest satisfaction and business growth.

A Challenging Role

One of the biggest challenges Akram has faced as a General Manager is striking the right balance between operational efficiency and providing an exceptional guest experience. For instance, during periods of high occupancy, it’s critical to ensure that services are delivered promptly without compromising quality. He overcame this by implementing streamlined processes, cross-training staff to handle multiple roles, and maintaining constant communication with the team to address issues in real time.

Secondly, leading a team with diverse cultural backgrounds, languages, and work styles can be challenging. Akram focused on fostering a culture of inclusivity, creating clear communication channels, and organizing team-building activities to bridge gaps. Regular training sessions also help to ensure that everyone shares the same vision and standards for guest service.

Thirdly, the rapid evolution of technology in hospitality, from booking platforms to in-room tech, can be overwhelming. He has ensured the hotel stayed competitive by investing in scalable technology and conducting regular training sessions for staff to stay updated on new tools, thereby improving both operations and the guest experience.

Addressing critical guest feedback in real time can be difficult, especially when it involves emotionally charged situations. Akram always takes a hands-on approach, personally engaging with the guest, offering a solution on the spot, and following up to ensure satisfaction. Building a reputation for transparency and swift action has helped turn complaints into opportunities.

“In highly competitive markets, distinguishing the property from competitors can be daunting. I focused on identifying unique selling points, such as personalized guest services or exclusive partnerships, and developed marketing campaigns that highlighted these advantages,” shares Akram.

Signature Experiences 

Crowne Plaza Jeddah is renowned for blending contemporary luxury with traditional Saudi hospitality. Signature experiences include its diverse dining options, such as Sakura, an award-winning Japanese restaurant, and Al Zahra, which offers a wide range of international cuisines. 

Guests also enjoy state-of-the-art meeting and event spaces equipped with cutting-edge technology, making us a preferred choice for business travellers and luxury events and weddings. Additionally, its wellness facilities, including a fully equipped fitness centre and outdoor pool, ensure guests can maintain their health routines during their stay. Personalized service and a commitment to exceeding guest expectations are at the core of every experience Crowne Plaza Jeddah offers.

Owning Environmental Responsibility

Sustainability is integral to Crowne Plaza Jeddah’s operations. It has implemented energy-efficient lighting systems, water conservation measures, and waste management programs. Its commitment to reducing single-use plastics is evident in initiatives such as replacing plastic water bottles with glass alternatives. Additionally, Crowne Plaza Jeddah sources local produce for its restaurants, reducing its carbon footprint while supporting local communities. These efforts align with IHG’s Green Engage program, which provides actionable solutions to minimize environmental impact.

• Water-Saving Measures: Implemented strategies led to a remarkable 30% reduction in water consumption, highlighting the hotel’s commitment to sustainability and resulting in substantial utility savings.
• Sustainable Transportation: The installation of two electric vehicle (EV) chargers promotes green transportation, supporting the hotel’s corporate sustainability goals and helping reduce carbon emissions.
• Energy-Efficient Lighting: Transitioned 2,500 lights to energy-efficient LED systems, significantly lowering energy consumption and aligning with CSA requirements.
• Enhancing Greenery: Added 2,500 new plants to improve air quality and the hotel’s environmental footprint, creating a more inviting atmosphere for guests and staff.
• Toilet Flush Sensors: Installed sensors in all public area toilets to minimize water waste, enhancing overall efficiency.

Infrastructure Improvements

• Water Tank Renovation: Oversaw a comprehensive renovation of the hotel’s ageing water tank, ensuring compliance with safety standards and improving water quality.
• Guard House Construction: Built a new guardhouse to enhance security and visibility, aligning with regulatory standards and improving guest safety and trust.
• Water and Heat Insulation: Completed critical repairs and insulation on the roof, protecting key operational areas and enhancing the building’s efficiency during heavy rains.
• A/C Enhancement for Ballroom: Installed a new package unit to effectively manage ballroom temperatures, significantly enhancing guest comfort during events.
• Drain Line Renovation: Upgraded the drainage system to eliminate health hazards and ensure compliance with hygiene standards.
• Accessible Pathways Project: Constructed new pathways to improve accessibility at the main entrance, reinforcing the hotel’s commitment to inclusivity.

Integrating Local Culture 

Celebrating local culture is central to the work philosophy at Crowne Plaza Jeddah. From the architectural elements of the hotel’s design, which reflect Saudi heritage, to the inclusion of traditional dishes on its menus, the hotel aims to offer guests an authentic taste of the region. 

“Our cultural integration extends to our services, such as arranging guided tours to historical landmarks in Jeddah and showcasing local art within the hotel premises. Additionally, our staff undergoes cultural training to ensure they can deliver services that resonate with both local and international guests,” shares Akram.

Employee Well-Being

Akram believes that the employees at Crowne Plaza Jeddah are the backbone of its success, and he prioritizes their growth and well-being. Crowne Plaza Jeddah is dedicated to people development and Saudi Vision 2030. The localization percentage at the hotel has exceeded regional targets, with all key departments being led by talented local individuals. In 2024, Crowne Plaza Jeddah made remarkable progress in adhering to the regulations set by the Ministry of Human Resources and the Labor Office. The hotel achieved an impressive Saudization rate of over 75%, demonstrating a strong commitment to employing Saudi nationals and enhancing local workforce participation.

Through comprehensive training programs, Crowne Plaza Jeddah ensures that the staff is equipped with the skills and knowledge needed to exceed guest expectations. Regular feedback sessions and performance recognition initiatives foster a culture of motivation and excellence. It also provides opportunities for career advancement and promotes a supportive work environment that values diversity and inclusivity.

Adapting to Trends

The hospitality industry, observes Akram, is being shaped by several trends, including technological innovation, sustainable travel, and personalization. Crowne Plaza Jeddah is staying ahead by investing in smart technologies. Personalization of guest experiences is a key area of focus for the hotel, with AI-enabled data analytics and machine learning algorithms enabling the team to understand guest preferences at a granular level. This allows them to curate bespoke experiences, from tailored dining options to customized stay packages, ensuring every guest feels valued and catered to. In 2023, Crowne Plaza Jeddah achieved an impressive ranking of 6th among EMEAA hotels and secured the top position in Saudi Arabia for Wi-Fi Guest Experience. This achievement underscores the commitment to enhancing guest satisfaction through reliable connectivity.

Enhanced Guest Experience

Guest well-being is a top priority at Crowne Plaza Jeddah. It offers premium bedding and an array of amenities to ensure restful stays. Its wellness offerings, including fitness facilities and nutritious dining options, cater to guests seeking a healthy lifestyle. Additionally, the team is trained to provide personalized service, ensuring every guest feels valued and cared for throughout their stay.

Crowne Plaza Jeddah has recently revamped its Bridge Café, offering a refreshed menu and a comfortable poolside setting with large screens for sports enthusiasts. For business travellers, state-of-the-art meeting facilities and advanced audio-visual tools ensure seamless and impactful events. The hotel also offers personalized services, such as tailored wedding packages and rejuvenating spa treatments, to make every stay memorable. With a focus on both relaxation and productivity, Crowne Plaza Jeddah ensures that every guest’s needs are met with unparalleled hospitality and attention to detail.

Balancing Business and Leisure

Crowne Plaza Jeddah strikes a balance by offering tailored services for both business and leisure guests. For business travellers, it provides well-equipped meeting spaces, high-speed internet, and a business centre. Leisure guests can enjoy its diverse dining options, recreational facilities, proximity to cultural landmarks and tailored recreational packages ranging from diving to hiking, paragliding, etc. Its staff is trained to understand the unique needs of each guest segment, ensuring a seamless experience for all.

Looking Ahead

Akram’s vision for Crowne Plaza Jeddah is to solidify its position as a market leader in the hospitality industry by delivering exceptional guest experiences and driving sustainable growth. To achieve this, his team is focusing on continuous innovation, enhancing their service offerings, and strengthening their community engagement. They aim to expand their digital capabilities, improve operational efficiencies, and foster a culture of excellence among the employees. 

“Diversity and inclusion are core values at our hotel, and I have ensured a progressive work environment for all our female colleagues. By mentoring and coaching six female colleagues who now lead critical departments such as rooms division, Engineering, Sales and Marketing, Revenue, Housekeeping, and Culinary Director, we have not only empowered these individuals but also contributed to our overall success,” concludes Akram.

A Quote to Live By

“Success is not the key to happiness. Happiness is the key to success. If you love what you are doing, you will be successful.” 

“This quote by Albert Schweitzer resonates with me deeply and serves as a guiding principle in my professional and personal life. It reminds me of the importance of passion and commitment in achieving meaningful success,” says Akram.