Interview: Meet Carmen Kalinowski- Weaver, Chief Marketing Officer

Carmen is the perfect balance of strategy, execution and passion; always driving towards Lakeba's mission of engineering a better tomorrow. With her gift for delivering real business impact and her knack for innovative thinking, she's constantly pushing the boundaries and never settles for the status quo, making her a true game-changer. In a nutshell, she's a formidable force to be reckoned with!

Through her enterprising nature for whatever marketing assignment she has the opportunity to accomplish, Carmen is always on the look out for creating a premium brand strategy for Lakeba and taking the company to its next level of global growth.

With the development?and implementation of many and diverse marketing processes and campaigns, Carmen possesses an agile toolbox comprising a large array of various marketing instruments. With over 19 years of marketing experience, Carmen has enjoyed working in many different industries including Financial Services, FMCG, Telecommunications, Information and Data Technology across diverse geographic markets including Europe, New Zealand and Australia. She always has her business targets set and with her creative thinking power, comes up with various alternatives and approaches. An obstacle is always an unrecognised opportunity for her. Overseeing market research, pricing, product/ service marketing, and advertising campaigns are her other crafts. Growing and developing a talented in-house marketing team and, building a reliable network are the secrets of her professional success. She is constantly conducting market research and always stays abreast of competitor positioning. Carmen's success in this role stems from her ability to craft and implement marketing strategies that not only align with the organisation's objectives of comprehensive expansion, but also account for the ever-changing landscape of our fast-paced world. By remaining agile in the face of rapid change, Carmen ensures that the organisation is able to adapt quickly to new trends, technologies and changing market dynamics.

1.??????How would you define the relationship you share with Lakeba?

With Lakeba comes Giuseppe Porcelli. I remember the first day I met Giuseppe, I was inspired by the energy and creativity he possessed, which I believe are the primary drivers for any marketing initiatives that a company needs to excel. With my comprehensive experience over the years, seeing the potential of this family owned business scaling up was a really exciting opportunity for me, we clicked and connected straight away. I always considered Lakeba as having all the potential for an Artificial Intelligence (AI) led business that leverages AI technologies to develop, market, and sell products or services. My vision for marketing, and ultimately for this AI Tech business, is to create unprecedented value for our brand and customers through effective communication. With innovative products already in place, our team has the capacity to deliver cutting-edge technology that will enable capabilities previously thought impossible. Our mission is to bring these breakthroughs to the world, revolutionising the industry and transforming the way people live, work, and interact through technology. Together, we can turn this vision into a reality and create a better future for all.

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2.??????Which project is close to your heart?

To me, Giuseppe and Lakeba are the main brands. For building a brand and driving brand awareness, it requires a well-planned strategic and tactical approach.?I begin my marketing approach by considering this dominant brand as a solar system, with all other ventures orbiting like celestial objects. As such, I am continuously in the process of tracing the brand values, mission, vision and unique selling proposition of this vast solar system, giving it a brand identity, which I believe, is very unique. By building a strong presence and purpose, I make sure that I am creating valuable and relevant content for this distinctive brand which ultimately drives sales and conversion.

Recently, we launched DoxAI which is very close to my heart. Being a unique brand itself, it’s been quite a riveting journey for me to position the vast potential of this AI brand.?It is a compressed and solid label in itself.?I'm excited to see DoxAI flourish and take off, but I always keep in mind that the heart of all our businesses and ventures lies with Lakeba and Giuseppe Porcelli. They are the engine that powers our ventures, providing the driving force that propels us forward.

3.??????What according to you is the next phase of growth for Lakeba?

In my opinion, the next phase of growth for Lakeba is global expansion. As an agile brand, extending our presence and operations to new markets worldwide is quite an invigorating prospect for me. While adapting the brand to local markets, I strive to maintain cultural relevance without deviating from the brand matrix. I monitor and adjust strategies to ensure the brand's success in each new market and make necessary changes as needed. Although Australia will remain the headquarters, it's time to explore the overseas potential that our technologies carry.

4.??????What do you like to do outside work?

Outside of work, I love cooking. I have a passion for spices and enjoy using them to add flavour to my dishes. As a brand strategist, I see parallels between cooking with spices and marketing a product or service. Just as spices can add a unique and appealing flavour to a dish, unique branding can make a product more attractive and memorable to consumers. Just as a pinch of spice can turn a bland dish into a masterpiece. However, too much spice can overwhelm the palate, just as intrusive branding can turn off potential clients. The right balance of both is the secret to success. My work in branding is like a delicate dance that requires both precision and passion, and it's what inspires and motivates me every day.

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5.??????What is your contribution to society?

I try to guide and manage, and in the process, put structure to the proper working of the team. For me the door is always open, thus bringing the best out of people. I also try to find the sweet spot for all my team members. Coming together, collaborating, strategising, and being transparent and open are my main attributes, which totals my leadership acumen. Team spirit and bonding are the crowning accomplishments for me. Opportunity is a gift and, ultimately the key for all the people working with me. It's like this in life. If you don't get an opportunity or the key, you may never have a chance to unlock the door.

By keeping my morals high, I never forget the human factor, which is one of the main things of?leadership. Leadership is not just an attribute for me; it is ultimately about people who have always been my main focus. “Without your team you are nothing” –?my motto is have a vision right in front of you, a well-oiled machine behind and next to you. Work with the best (potential) and you’ll take off. Driving people, success and revenue are the consequence of my exceptional and progressive leadership. This is ultimately my contribution to people, society and life. Open the door for anyone who is eager or give them the key.