Leaders—are you keeping up? Shifting consumer behaviours, cultural changes, and the rise of AI have made one thing clear: the strategies that worked yesterday won’t cut it today. This week’s episode of She Talks Business is especially exciting as Sana Khalid joins the brilliant Nafinia Putra in Bali to explore why the traditional marketing playbook might be obsolete. Nafinia, who has scaled startups, B2B and B2C businesses, led growth at Indonesia’s unicorn fintech Xendit, and currently serves as Fractional CMO at Livit, shares invaluable insights into modern marketing and leadership. We learned how simplifying your messaging could unlock higher conversions, and why relying on a single channel no longer works—success lies in layering the right ones. Nafinia explains how to show senior leadership the true ROI of marketing by linking it directly to business outcomes and how hypothesis-driven experimentation leads to faster, more effective strategies. Additionally, the episode delves into why fractional roles are redefining leadership with their agility and specialised impact. If you’re a leader navigating today’s fast-changing business landscape, this episode will challenge how you think about marketing and growth. 00:00 Quick Overview 01:01 How is the marketing playbook evolving? 03:43 Convincing leadership on ROI 05:52 What is a fractional executive role? 09:11 Marketing activities in the funnel 11:21 What does a growth-led function mean? 13:11 Maximising customer acquisition 18:41 Key advice on building community - short vs. long-term 24:43 Tips for creating effective marketing experiments. 26:26 What are the questions to ask when validating your data hypotheses? 29:11 How to grow your mailing list? 31:56 How AI is transforming marketing roles and workflows? 34:08 Key skills to future-proof your team in an AI-driven world 37:37 Using ChatGPT and AI effectively

Nafinia Putra: https://www.linkedin.com/in/nafinia/ Sana Khalid: https://www.linkedin.com/in/sanakay/
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