“Innovation is not just about technology; it’s about understanding the human experience.” This guiding principle encapsulates Firdaus Shariff’s approach as the Vice President of Marketing, Communications, and Digital Customer Experience at Schneider Electric. With ownership over the Brand to Order initiatives for the Middle East and Africa (MEA) zone, Firdaus plays a pivotal role in shaping the company’s marketing landscape, enhancing brand reputation, and driving digital engagement.
A Proven Track Record
Firdaus brings over 17 years of extensive experience in marketing, having successfully built new markets, increased brand visibility, and instilled a digital-first mindset across various sectors. Her impressive career includes eight years at Cisco and nine years at SAP, where she honed her skills in strategic marketing and customer experience. Under her leadership, Schneider Electric has achieved significant milestones, including winning multiple awards for digital transformation and customer engagement, such as the AVA Digital Awards and the WebAward for B2B Standard of Excellence.
Innovative Strategies Fuelling Growth
Firdaus Shariff has implemented a range of innovative strategies that have significantly redefined Schneider Electric’s presence in the Middle East and Africa (MEA) region. Her work is centred around three key areas. First, she spearheaded the digital transformation of Schneider Electric’s platforms, modernising them to be more user-friendly and efficient. This focus on improving the customer journey has enabled seamless engagement with the brand, enhancing the overall user experience.
Second, Firdaus recognised the importance of personalisation in marketing, developing tailored campaigns that cater to the individual needs and preferences of customers. This personalised approach has led to increased customer satisfaction and loyalty, with notable growth in repeat engagement. Lastly, to further elevate brand visibility, Firdaus forged strategic collaborations with local influencers and digital creators, tapping into new markets and expanding Schneider Electric’s reach. These partnerships have allowed the company to connect with a broader audience, resonating with consumers on a more meaningful level.
Championing Ethical Marketing and Team Culture
At the heart of Firdaus’s leadership philosophy is a steadfast commitment to ethical marketing practices and fostering a positive workplace culture. She emphasises transparency, creativity, and collaboration within her team, empowering them to innovate and think outside the box. This commitment has cultivated an environment where groundbreaking marketing initiatives can flourish.
Her dedication to mentoring emerging talent characterises Firdaus’s leadership style. By actively engaging with young marketers, she shares insights from her journey while encouraging them to push boundaries. Her belief in nurturing the next generation ensures that they are well-equipped to navigate the complexities of modern marketing.
Accomplishments and Recognition
Firdaus’s contributions have not gone unnoticed. She has received several prestigious accolades, including the Woman Super Achiever Award and Most Influential CMO Award for the ME region from the ME and Asia CMO Council, as well as the Women in Leadership Achievement Award from the World Federation of Marketing Professionals. Furthermore, her appointment as the first-ever Regional Vice President for the Middle East at the World Federation of Advertisers reflects her leadership and commitment to advancing sustainable marketing communications in the region.
Firdaus’ innovative approach and strategic vision have significantly contributed to Schneider Electric’s success in the MEA region. Her focus on digital transformation, personalised customer experiences, and effective demand generation has not only strengthened the company’s market presence but also set a benchmark for industry standards.
Looking Ahead
As Firdaus continues to lead Schneider Electric into a new era of marketing excellence, her strategic vision prioritises both brand relevance and ethical practices. With evolving consumer expectations, she remains well-positioned to drive the company’s initiatives forward.
Outside of her professional endeavours, Firdaus is an avid traveller and culinary enthusiast. Her love for exploring diverse cuisines and cultures informs her creativity, allowing her to approach marketing with a unique perspective that resonates with consumers. This passion for culture and authenticity is evident in Schneider Electric’s campaigns, which often reflect a deep understanding of local trends and narratives.
Firdaus’ journey is a powerful testament to the transformative impact of ethical leadership in marketing. As she navigates the challenges of a rapidly changing industry, her commitment to innovation and integrity continues to inspire those around her, paving the way for future leaders in the marketing landscape.
