About Anja Petrovski

Anja is a seasoned marketer with over 17 years of experience in the advertising industry. Her expertise lies in digital marketing, content marketing, social media, and advertising. Anja has made history as the first female Marketing Director of Volkswagen Middle East, where she is responsible for developing and executing the brand’s marketing strategy. She is dedicated to ensuring that Volkswagen’s brand message resonates with the target customer segment in the region. Anja leads multidisciplinary agencies to drive communication, branding, and social media strategies for the brand. Her areas of specialization include digital marketing & campaigns, brand activations, loyalty and experience, consumer behavior, market trends, cross-channel/omnichannel customer engagement, and sales. With her experience and expertise, Anja is committed to driving Volkswagen’s success in the Middle East.

About her thoughts, wishes and reflections for the marketing industry in 2023:

As we move into 2023, I believe the marketing industry has an opportunity but also a responsibility to continue to focus on two critical themes: diversity and sustainability. These themes are not only essential for building a better world but are also essential for creating a successful marketing strategy.

Firstly, diversity should be at the forefront of marketing in 2023 and beyond. Brands must be conscious of the diverse communities they serve and ensure that their marketing campaigns reflect this. From hiring diverse talent to showcasing diverse stories and perspectives in advertising, brands must make a concerted effort to create a more inclusive marketing landscape.

Secondly, sustainability should also be a top priority for marketers. As consumers are becoming more conscious of their environmental impact, brands must take a strong stance on sustainability to appeal to this growing audience. From using eco-friendly materials to supporting sustainable practices, brands must show their commitment to building a more sustainable future.

In addition to the two critical themes, the power of storytelling cannot be overstated. Brands that can tell a compelling story are more likely to capture the attention and loyalty of their audience. Storytelling can be used to create emotional connections with consumers, showcase brand values, and convey complex messages in a relatable and understandable way.

Digitalisation, especially the power of AI (a tool that actually helped me write this response!) also makes me super excited for the future of marketing. I’m excited to continue to learn how the industry can leverage AI and technology while ensuring we do not lose the human spirit which is so important in our industry.