Q&A with Maliha Aqeel, Director of Global Communications at Fix Network World

MEDIA 7 | January 16, 2020

marketing metrics
Maliha Aqeel, Director of Global Communications at Fix Network World is an award-winning, communication and marketing professional who helps companies harness the power of their brand to drive engagement and achieve measurable business results. 

She has developed and led content and marcomm programs for B2B companies in the financial and professional services sectors in her over 15 years of industry experience.

MEDIA 7: When did you start working and what was it?
MALIHA AQEEL:
I started my career in 1996 right after high school, freelancing as a journalist and features writer for a magazine in Dubai, UAE. Over time, I expanded my services to include scriptwriting for corporate videos and TV productions, writing and designing client newsletters and promotional collateral.

M7: What made you want to pursue a career in branding and marketing communications? What aspect about your role brings you the most joy?
MA: I didn’t consciously decide to pursue a career in marketing and communication as my plan was to become a filmmaker. However, I had great curiosity about what makes people prefer one brand over the other when a feature-by-feature comparison didn’t show a huge difference between similar products or services. I had taken a few advertising courses during university and it broadened my understanding of how powerful brand experiences and storytelling can drive business objectives. That balance of strategy and creativity is what I enjoy most about what I do and why I’ve continued to find purpose in my career.


"Marketing professionals have to act as conveners, and connect the dots so that there is alignment between stakeholders like sales and operation teams and executive leadership on what products and services will drive growth in any given quarter."

M7: How has branding changed over the years to become what it is today? What marketing metrics do you value most for brand management?
MA:
Branding used to be focused on the tactical: aesthetics of an ad, wordsmithing copy and “selling” a vision that was less about what the customer needed and more about what the brand wanted you to purchase. Much of this was driven by the rise of a consumerist society in the 1980s and part of the 1990s. But the new millennium witnessed boom-bust economic cycles, changing demographics and technological advances at a relentless pace than ever before. Gradually, the brand’s point of view started to become less relevant and empowered consumers took back control of their brand experience and their buyer journey.

Now brands have to look outward, focusing on the needs, behaviors and motivations of their end customers. They’re also recognizing that purpose and having an impact on society in a positive way is what will drive their enterprise value instead of share price alone. The institutional investors are also taking notice and aligning their investment criteria and evaluation accordingly. This was one of the outcomes of the Embankment Project for Inclusive Capitalism, a multi-year initiative that looked into making capitalism more dynamic, sustainable, inclusive and trusted. As a result, the brand metrics that I value most are outcome-focused like contribution to reputation value, net promoter score, brand perception (a combination of brand recall and service delivery) and employee engagement/advocacy scores.


"One of the most common mistakes companies make is implementing a brand strategy that isn’t aligned to the organization’s overall business goal."

M7: What are the common mistakes that companies make when implementing their brand strategies?
MA:
One of the most common mistakes is implementing a strategy that isn’t aligned to the organization’s overall business goal. This can be challenging in large corporations where there are multiple competing priorities, but marketing professionals have to act as conveners, and connect the dots so that there is alignment between stakeholders like sales and operation teams and executive leadership on what products and services will drive growth in any given quarter. And then create and implement holistic marketing campaigns that drive specific results that support the key performance indicators (KPIs) that the executives are measured on.

A second mistake is running campaigns that are not aligned from a macro or micro environmental perspective. For example, an oil company runs a social media campaign on their corporate citizenship initiatives at a time when the industry (not necessarily the company) is under regulatory scrutiny for bad environmental practices. The timing, not necessarily the content, of the campaign can appear tone deaf and unsympathetic to sentiment in society. Another instance is if a company runs an employer branding campaign about its great culture at a time when it might be going through litigation for a workplace harassment issue. To counter this, marketing and communication professionals need to create business partnerships across all layers and functions of the company so that they’re planning and executing brand strategies that are contextually appropriate and reputationally sound.


"Marketing and communication professionals need to create business partnerships across all layers and functions of the company so that they’re planning and executing brand strategies that are contextually appropriate and reputationally sound."

M7: Which strategies do you count on to help leaders understand the value of communications?
MA:
I’m a huge advocate of data-driven decision making and offering informed insights and recommendations. C-suite executives see data analytics as a distinct competitive advantage for their business, and it can be the main strategy we use to help them understand our value. Gut instinct has a role to play in planning and execution, but to convince others and demonstrate our importance, we need to have a common understanding of business goals and use language that senior leaders will understand. Examples of this include showing how strategic communications resulted in cost efficiencies, margin improvement and contribution to revenue or increase in sales. These are tangible financial results that any executive function will recognize and appreciate. In addition to the above, I also use benchmarking data (internal and external) and forecasting as part of my communication and resource planning so that I have a framework for reporting to leadership on communication-driven outcomes.

M7: With over 15 years of progressive experience in strategic communication, what advice do you have for leaders who are trying to improve their performance?
MA:
My advice is to bring the brand promise and purpose into your decision-making process. Often, not always, performance is directly impacted by the culture of an organization. And your culture is a reflection of your purpose. It conveys why what the organization does matters; make evangelists out of your customers and convince employees to be part of the journey not just show up for a pay cheque. Research by Gallup found that highly engaged teams are 21% more productive, but low employee engagement results in 65% lower share price over time.

Communication professionals are enablers of the brand. As strategic advisors, we have to help make the connection between culture and business performance—between the intangible and the tangible. The cost of getting it wrong can have a negative impact on reputation capital, share price and even the balance sheet. Research from the Engagement Institute showed that disengaged employees cost US businesses up to $550 billion a year, which is a little over half the nominal GDP of The Netherlands in 2019 ($900 billion). That’s not a comparison that you want someone making at your annual general meeting of shareholders.

ABOUT FIX NETWORK WORLD

The Fix Network global family of brands includes collision repair franchise networks Fix Auto and Pro Color, glass repair and replacement brand NOVUS Glass and mechanical shops Speedy Auto Service, as well as the full suite of SRP glass products. With more than 2,100 points of service in over 40 countries worldwide, Fix Network is the global aftermarket services leader. The Network continues to grow internationally, thanks to a solid foundation based on entrepreneurship and innovation. For more information, visit Fixnetwork.

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Paradigm’s proprietary practice management technology, Paragon, utilizes cutting-edge technology and data analytics to provide and store proprietary information and intelligence generated by the business, leading to enhanced performance as well as increased patient and provider satisfaction. Today, Paradigm and its team of over 100 surgeon partners provide patient care in 75 state-of-the-art facilities throughout the United States. “We are pleased to invest in Paradigm, which has established itself as an industry defining platform for the development and delivery of next-generation oral health solutions. Through its focus on providing superior clinical care, advanced technology, and continued training and education to its surgeon partners, the company is well positioned for long-term growth. We look forward to partnering with Dr. David Rallis and the entire Paradigm team.” Colm Lanigan, Head of BlackRock LTPC, Americas David Rallis, DDS, MD, and CEO of Paradigm Oral Health, commented, “Paradigm is advancing oral surgical outcomes and patient experience through a culture that places the needs of the patient first. At Paradigm, we validate our clinical performance through a proprietary data ecosystem and use data to reinforce our culture of excellence and accountability. Through innovation, and the rapid adoption of technology, we continue to set the standard for dental implant surgery. Aligning our company with world-class partners, first InTandem Capital and now BlackRock LTPC, has allowed Paradigm to emerge as a leader. We are humbled by the opportunity to partner with BlackRock LTPC, and excited to work with Colm Lanigan and his team as we continue to advance Paradigm as the global leader in oral surgery.” Elliot Cooperstone, Managing Partner of InTandem Capital Partners, Paradigm’s financial sponsor since 2019, commented, “InTandem Capital invests in healthcare companies that are local leaders with the ambition and potential to become a national powerhouse. Dr. David Rallis and the leadership team at Paradigm embraced our playbook for accelerated growth with amazing skill and dedication. Our deep trust in each other has allowed our partnership to flourish. My colleagues and I wish David and the Paradigm team the very best as they build on their well-deserved position as the country’s leading oral health company.” Paradigm is BlackRock LTPC’s sixth investment to date and its fourth investment in North America. Houlihan Lokey acted as financial advisor and Goodwin Procter acted as legal advisor to Paradigm. Simpson Thacher acted as legal advisor to Blackrock LTPC. About Paradigm Oral Health Paradigm Oral Health is the preeminent provider of oral surgery. Paradigm’s uniqueness comes from their ability to hire the most elite oral surgeons in the country and train them on their proprietary platform of excellence. Paradigm Oral Health continues to revolutionize and reinvent implant surgery through their ongoing technology and digital work-flow advancements. With a passion for excellence, Paradigm embraces every opportunity to meet the needs of their patients and referring dentists. About BlackRock LTPC BlackRock LTPC is an innovative private equity strategy focused on investing in high-quality businesses and value creation through active collaboration with management teams. The strategy's flexible duration and prudent approach to leverage preserve optionality for growth and help enable compounded capital appreciation. LTPC's team of 23 professionals are based in New York and London and invest across North America and Western Europe. LTPC is backed by BlackRock, Inc., which manages $320 billion in alternative investments and commitments on behalf of clients worldwide as of June 30, 2022. About InTandem Capital Partners InTandem Capital Partners is a private equity firm that invests in and helps accelerate the growth of select healthcare services companies. Its goal is to build excellent businesses of significant value working collaboratively with its management team partners. InTandem is comprised of former business executives and experienced investors, and is uniquely qualified to provide strategic, acquisition and operating expertise to help companies significantly increase their value over time. InTandem provides active support to the management of its portfolio companies directly and leverages its network of industry executives to augment its capabilities.

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