MARKETERS ARE DRIVING GROWTH, DIGITAL TRANSFORMATION, AND INNOVATION

RISHIKESH KANE
Deputy General Manager, Marketing- Brother International (India) Pvt. Ltd.

At Brother India, I’ve seen marketing evolve far beyond a traditional support role into a true growth engine at the heart of our business strategy. My team and I act as the vital link between market intelligence and business innovation, working hand in hand with sales, product, and service functions. Together, we shape product roadmaps, reimagine customer experiences, and drive digital transformation—while also creating demand, strengthening partner ecosystems, and unlocking new revenue streams.

I believe in accountability, and our contribution is measured through a robust KPI framework that blends both brand and business metrics. On the business front, we track lead conversion rates, customer acquisition costs (CAC), campaign ROI, and marketing-sourced revenue. For brand performance, we focus on customer retention, NPS, social listening insights, and favorability scores. We also monitor e-commerce traction and Tier 2/3 market adoption, which reflect our expanding reach in India.

Using AI, Analytics, and Automation

AI, analytics, and automation have become central to how I lead marketing at Brother India. Predictive analytics helps us segment users more effectively and personalize campaigns in real time. We also rely on AI for performance forecasting, sentiment analysis, and creative optimization, enabling us to drive engagement while lowering acquisition costs. Our automation stack powers end-to-end lifecycle journeys, ensuring we stay connected with customers from onboarding to re-engagement.

Marketing as a Transformation Partner

I see marketing as a key architect of Brother India’s digital transformation journey. We’ve enhanced CRM intelligence, digitized customer support through WhatsApp and chatbots, and built digital content hubs for partners. By integrating analytics across systems, we’ve created agility and seamless omnichannel engagement. For me, marketing is no longer just about communication—it’s about being a transformation partner. Looking ahead, I believe the role of the CMO will expand further, sitting at the intersection of technology, data, and brand purpose. Future CMOs will take ownership of customer intelligence, sustainability, and digital governance, balancing creativity with business acumen. My vision is clear: to drive both short-term growth and long-term brand equity in a digital-first, purpose-driven world.