Marketing in the New Decade

  • February 25, 2022
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Lemnisk hosted a Customer Data Platform (CDP) Virtual Summit for the North American region in October 2021. As part of this summit, we had an insightful keynote session with Gaurav Bhatia, Chief Marketing Officer and Digital Experience Officer at PenFed Credit Union. The topic of this session was Modern Marketing in the New Decade.


CDP Virtual-Summit 2021 Gaurav Bhatia | marketing


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Gaurav is the Chief Marketing Officer and Digital Experience Officer at PenFed Credit Union. In his current role, he is responsible for the growth, marketing strategy/execution, and digital experience for PenFed across all channels – digital and traditional. Under his leadership, PenFed’s marketing team is continuing to invest in state-of-the-art marketing tech stacks, such as building a data warehouse, growing PenFed’s member relations management, maximizing the capabilities of tools like Adobe and Salesforce, and leveraging data to personalize their marketing.


Forward-thinking, creativity, and willingness to take thoughtful, measured risks to drive outcomes are the qualities that have made Gaurav Bhatia a renowned leader today. He is adept at anticipating future challenges and pivoting to meet unexpected challenges. He also understands the rapid changes within the industry. Gaurav’s experience enables him to drive revenue while being a respected and compassionate leader.


Prior to PenFed, he worked as the Chief Digital Officer at NewDay USA and as the Vice President of Digital Strategy at AARP. He has also held senior leadership roles in companies such as NIIT, Capital One, and Sabre.


Here are some of the key takeaways from the insightful keynote session:


Marketing in the New Decade




Customer Touchpoints




The Marketing Landscape



Building a Marketing Framework



6 Important Lessons that Marketers Need to Learn:

  1. Focus on business insights vs data collection

  2. Data is a business function vs a technology function

  3. The best technology does not win

  4. Don’t chose a technology and then retrofit

  5. Clean your data. Else, it is garbage in – garbage out.

  6. Don’t overinvest – crawl, walk, run


3 Things in Today’s Modern Marketing that You Need to Worry About:

  1. Marketing – do you have the right marketing tool? Are you sending the right messages?

  2. Data & Technology – do you have the right data and technology and insights to help customers along the way and make sure they stick around?

  3. Product – do you have the right product? If they come and look at your marketing and use the product will they be satisfied with it?



By Bijoy K.B | Senior Marketing Manager at Lemnisk


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