Prudential Marketing VP: ‘Brand Strategy Follows Business Strategy’

For Niharika Shah, VP of brand marketing and advertising at Prudential, a great customer experience comes down to one word: frictionless. “On both sides,” she said.

Prudential Marketing VP: ‘Brand Strategy Follows Business Strategy’

by Giselle Abramovich

Posted on 11-18-2017

For Niharika Shah, VP of brand marketing and advertising at Prudential, a great customer experience comes down to one word: frictionless. “On both sides,” she said. “It adds value and it creates a lasting memory.” 

In an exclusive video interview, below, with CMO.com, Shah also talks about the importance of investing in technology to better understand media’s role in customer engagement, aligning marketing to the overarching business strategy, and why “what we say is never going to be more important than what we do.”

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