What makes a marketing professional stand out and, even better, create winning strategies for their brand in such a competitive market? I spoke to Antonio Guerardi, CMO of Unidas, one of the largest car rental companies in the country, and he told us some interesting facts about the construction of this case!
Thiego Goularte: Antonio, what are you currently working on?
Antonio Guerardi: I am currently acting as CMO and Director of Customer Experience and Service at Unidas.
Thiego Goularte: You've worked for some of the biggest brands in your current sector, how has this influenced you to become the professional you are today?
Antonio Guerardi: It's been a great pleasure to be part of the company's history for so long. I've been at Unidas for about 10 years and in all that time I've had countless learning opportunities, and this is very important for my position. We know that marketing, media and digital transformation processes change very quickly, and being in a company that encourages evolution and development provides a very good atmosphere for evolution. This is perhaps the greatest contribution to more dynamic and collaborative management, focused on developing even better customer journeys.
Thiego Goularte: You're in a very competitive market, how has this digital transformation been going?
Antonio Guerardi: Today we are in the service sector, more precisely the rental sector. And for many years it was a sector without major transformation peaks. However, in the last five years, we have seen a new level for rental companies, with more modern processes, the inclusion of self-service and more consistent multi-channel experiences, with less friction for the customer. Not to mention the customer's own needs, which have been improving and demanding more from our sector. Today we already have customers who buy their car 100% online and receive it in the comfort of their own home, and customers who have chosen to stop owning their own cars and have subscriptions, and want to solve all the processes in an app on their smartphone. Our sector has undergone constant transformation and I believe we are only just getting started.
Thiego Goularte: In a super atypical year, due to the pandemic, has the role of the CMO also changed?
Antonio Guerardi: Absolutely. We needed to quickly change our mindset and foster a more digital journey for our clients, and strengthen arguments of transparency and trust. There were many challenges, from actions involving the company's reputation, new media processes, building new journeys and digital transformation, among others. But I believe that our role hasn't changed completely, we've just developed new skills and priorities, calibrated the role of the CMO, as well as many other areas within companies in general.
Thiego Goularte: Are you working with the remote team? If so, how has the exchange with the team been?
Antonio Guerardi: Yes, right from the start we adopted the home office, the teams reacted very well, we created incentives to provide adequate infrastructure so that everyone could work remotely. Of course, we still miss face-to-face meetings, which is why we set up some monthly meetings, within all the recommended health rules, and we are attentive to the new recommendations.
Thiego Goularte: After the pandemic, do you think marketers will change their concepts about the market, consumers and the like?
Antonio Guerardi: I believe that these changes are already happening, and this is a path of no return, we have accelerated some trends for reasons of force majeure. But our consumers will become more and more digital and, with the advance in the availability of quality internet (5G) in the country, this process of digital transformation for consumers and companies will become even more exponential.
Thiego Goularte: Do you currently work with agencies? If so, how has the relationship been since you are also a part of the ecosystem that has undergone many transformations?
Antonio Guerardi: For some years now, three years or more, we have adopted an in-house agency format, this is our predominant model and we only use agencies for one-off deliveries, such as developing TV campaigns.
Thiego Goularte: What skills will be essential for marketing professionals from now on?
Antonio Guerardi: The ability to test and measure, testing and learning. As well as relationship, engagement and influence skills.
Thiego Goularte: You are a leader and have a C-Level position in a huge company. What's the bravest thing you've ever done that you're proud of?
Antonio Guerardi: I'm proud of many things, from implementing CRM, launching websites, new media projects and partnerships such as influencers, developing SEO and content projects, major media projects, encouraging sport, culture and ESG in general, as well as helping to build an increasingly strong customer service culture.
Thiego Goularte: What advice would you give younger Antonio?
Antonio Guerardi: Meeting you and participating in Makers first! Joking aside, I believe that alliances and benchmarking are very important things that open the mind and offer shortcuts. So developing good connections and making the most of all these opportunities is great advice.
