Mastercard’s Raja Rajamannar on the Business Case for Humanity

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Raja Rajamannar, Mastercard’s Chief Marketing and Communications Officer and President of the Healthcare Division, returns to CMO Moves to take us deep into the marketing business case for humanity. This topic is top of mind for all marketers today as they juggle the short-term financial pressures and long-term reputation impact from their efforts at this very moment. Raja offers up a number of great tips for all marketers on how to not be tone-deaf with consumers or their CEO and CFO, and how to enroll help from their community for credibility.

“You should really understand that people are in a state of anxiety, fearfulness, loneliness—there are a lot of negative emotions they are going through right now. And you should not come out of sync with that and start talking about fancy things that are not relevant. At the same time, when you’re talking to consumers, they are saying that brands don’t have to (and should not) run and hide. But it’s simply not sufficient for brands to talk at us. We want brands to do something. I think brands have to do something at this point in time because they can and therefore they should.”

Further, Raja shares more on how two and half years ago he established a Risk Management function, now led by that same CFO who co-built the marketing finance team with Raja mentioned in his first episode of CMO Moves. Find out more about how this function was designed, what it monitors, and how it prepared Mastercard to handle the current pandemic across the 210 countries it operates in today.

To hear more from Raja, check out his first episode of CMO Moves on Financial Acumen, Credibility and Giving Back. Nadine Dietz is chief community officer at Adweek and host of the CMO Moves podcast.