Mike Rich: Leading Marketing Strategist Promotes Global Growth and Invention --[Reported by Umva mag]

Journey of Resilience, Innovation, and Customer-Centric Growth Strategies

As the industry evolves, competent marketing experts are crucial for organizational expansion. They strive to get a comprehensive grasp of brand creation, sales management, product, and distribution management, and customer service.

Their leadership philosophy highlights the value of being unique and questioning the established norm. They demonstrate empathy and excellent communication by addressing layoffs with care and openness while still preserving team morale and trust during difficult times.

Mike Rich‘s professional journey epitomizes resilience and strategic aptitude. Starting 24 years ago, working in a local F&B outlet, Mike now serves as the Group Chief Marketing Officer for Aramex. Overseeing a team of over 500 employees.

His extensive expertise across sectors and locations has polished his strategic prowess, allowing him to drive tremendous development and innovation at Aramex. His background includes digital and growth marketing, brand management, sales, data analytics, and customer experience.

Aramex, established in 1982, offers a comprehensive range of logistics services, including international and domestic express delivery, integrated logistics solutions, consumer retail services, and e-commerce solutions. His aim is to link the globe by fostering development and prosperity for businesses, people, and communities through innovation and consumer happiness.

Mike owes his business energy to his father. This mentality inspired him to start other enterprises, including a computer store, a sports shop, restaurants, a marketing firm, and a sushi bar. He develops an innovative culture inside the firm by fostering new ideas and contests among his team members.

Looking ahead, he plans to improve the customer experience and sustainability through projects such as autonomous deliveries and the growth of Aramex+. And also a subscription-based service for social sellers and influencers. He aspires to leave a legacy of kindness, environmental consciousness, and inspiration for future leaders.

Here are some interview highlights:

Can you provide a brief overview of your professional journey and your company’s contribution to the business world?

My journey has been nothing short of extraordinary. It all began 24 years ago when I started off washing glasses in a local F&B outlet. From these humble beginnings, I now find myself at the helm of a talented team of over 500 rockstars in my role as Group Chief Marketing Officer for Aramex. This remarkable ascent is a testament to the power of perseverance, strategic thinking, and an unwavering commitment to excellence.

Founded in 1982 as an express operator, Aramex has evolved into a global logistics powerhouse. With more than 600 offices spread across 65 countries, we deliver a comprehensive range of logistics services and transportation solutions. Our specialized offerings include international and domestic express delivery, freight forwarding, integrated logistics solutions, consumer retail services, and e-commerce solutions. At Aramex, our mission is to connect the world, fostering growth and prosperity for businesses, employees, and communities alike. Our success is driven by a passion for innovation, an entrepreneurial spirit, and an unwavering focus on customer satisfaction.

My career journey has been equally dynamic and diverse. I bring over 20 years of seasoned expertise across various domains, including digital and growth marketing, brand management, sales, data insights, and customer experience. Each step of my career has been marked by strategic acumen, turning challenges into opportunities for growth and success.

Throughout my career, I have made a significant impact across international landscapes, including the Middle East, Africa, Asia, Oceania, the US, the UK, and Europe. My extensive experience spans a variety of industries such as leisure, F&B, logistics, and loyalty, which has enriched my insights and honed my strategic prowess.

I am a fervent advocate for digital innovation, consistently pioneering with a digital-first philosophy and embracing calculated risks that push the boundaries of what’s possible. My strength lies in blending data-driven insights with creative solutions, enabling me to navigate the ever-evolving landscape of modern business with agility and foresight.

In summary, I am Mike, a strategic thinker, an innovation champion, and a growth driver. My journey from washing glasses to leading a global marketing and customer experience team at Aramex is a story of relentless ambition and a passion for making a difference.

Who has been your greatest source of inspiration in your career, and why?

I don’t want to be cliché by mentioning figures like Elon Musk, Richard Branson, or Steve Jobs, although I have learned a lot from them and they have inspired me to be different. For me, it all started with my father. He was an entrepreneur who started his own successful business later in life, supporting our family and giving me the opportunity to learn a lot. He instilled the spirit of entrepreneurship deeply into my veins.

This entrepreneurial spirit led me to start my own computer business at the age of 15, working from school. From there, I went on to open my own sports shop, two very successful restaurants, a marketing agency, a sushi bar, and many other ventures. I strongly believe these experiences have set me apart from many others and have made me the person I am today.

Unfortunately, my parents passed away when I was very young. It was then that my brother-in-law, Gary, stepped in. I have always looked up to him, and I still do. I was a lost soul destined for failure, but he was always willing to support, invest in, and guide me. Along with the unwavering support of my two sisters, I was backed by a powerhouse of family. With such a strong foundation, how could I not succeed? I have worked with some amazing leaders, who have always supported me and given me opportunities, because of the person I was.

Can you share a personal leadership philosophy or guiding principles that have contributed to your and your company’s success?

There are many qualities that make an inspirational leader, with listening being a crucial one. However, I firmly believe in the power of being different amidst the overwhelming noise in the world today.

As Steve Jobs famously said, “Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs are in the square holes. They are the ones who see things differently. They’re not fond of rules. And they have no respect for the status quo.

You can quote them, disagree with them, glorify them, or vilify them. The only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world are the ones who do.”

I take pride in consistently challenging the status quo and striving to do things differently to stand out. This mindset has been a significant factor in my success across various roles, especially at Aramex. Let’s be honest—logistics isn’t the most exciting industry. But to me, that was an opportunity to make some noise in an industry that isn’t ready for it. By embracing this approach, I’ve been able to bring innovation and excitement to a field that often lacks both.

Every leader faces challenges. What are some significant challenges you’ve encountered in your career, and how did you overcome them?

If there’s one thing any leader is never short of, it’s challenges. And how exciting is that? Imagine being pushed to think outside the box every day, knowing that the well-being of hundreds of people on your team rests on your shoulders. That’s truly inspiring.

However, not all challenges are thrilling. One of the toughest hurdles a leader can face is optimizing and cutting costs—a challenge most leaders encounter at some point. Letting people go is never easy.

It impacts not only those individuals and their families, but also the morale of the entire company. I recently faced this difficult task, and it’s during such times that one of the greatest leadership qualities, empathy, becomes crucial. It’s not just about the act of letting people go but about how you handle the situation.

As a leader, it’s essential to inspire those who are leaving, helping them understand that it’s not personal and not a reflection of their performance. It’s about ensuring they leave with their heads held high, knowing their worth, and confident that they will land on their feet.

At the same time, it’s vital to communicate effectively with the team members who remain, helping them understand the reasons behind the decisions and what they mean for the future.

Empathy and communication are incredibly powerful leadership qualities. By handling such situations with care and transparency, a leader can maintain trust, inspire confidence, and foster a resilient and motivated team, even in the face of adversity.

Could you highlight a few key milestones or achievements at Aramex that you are particularly proud of?

Where do I start? I am nothing without my incredible team of talented individuals who understand my vision and go above and beyond every day to either turn my crazy ideas into reality or present their own (which I absolutely love!). Some of the achievements I am most proud of include:

Creating a world-class in-house marketing department: From scratch, we built a team that covers digital, creative, PR, customer experience (CX), and corporate communications.

Producing a documentary for Aramex’s 40th anniversary: This documentary captivated millions of viewers worldwide.

Pioneering female Arabic language option: We became the first company globally to offer female Arabic as a language option on Aramex.com.

Our annual Ramadan ad: Each year, our emotionally resonant and relevant ads make a significant impact. Our first ad is currently used as a case study in a university in Dubai, and our most recent ad, which touched on the situation in Gaza, has been viewed 14 million times.

Implementing an Account-Based Marketing (ABM) strategy: Seeing this strategy come to life and generate millions of dollars for the business globally has been incredibly rewarding.

These milestones reflect the synergy, creativity, and dedication of my team, and I couldn’t be prouder of what we’ve accomplished together.

Innovation is crucial in today’s business landscape. How do you foster a culture of innovation within your organization?

Firstly, we are very fortunate to have an innovation department within our organization that is constantly exploring what’s next. This is incredibly exciting and allows us to continuously push the boundaries, ensuring we are embracing the latest trends or being the first to market.

Within my team, I always encourage the generation of new ideas. We regularly run competitions where everyone is asked to come up with two ideas. We then set up a committee to review and choose a winner.

Additionally, we assess all the ideas to see which ones we can bring to life. Many of the ideas that have emerged from these competitions have been successfully implemented.

What kind of impact do you hope to make in your industry, and what legacy would you like to leave behind?

This is a great question and something I think about often. I once read that in life, you need to picture the day you die and consider what you want people to say about you when you are buried. That’s your legacy. For me, it will be a mix of personal and professional achievements.

Foremost, I want to be remembered as a great father, husband, and friend. Professionally, I aspire to inspire others—by doing good, and by being kind. I want to show what is possible when you work your way up from the ground.

I hope to inspire people to help others because the world needs that. I also want to encourage others to take care of our planet; we only have one. Ultimately, I want to leave this world a better place.

What advice would you offer to emerging business leaders striving to make a positive impact in the Middle East?

People in the Middle East, including expatriates, have a deep sense of patriotism and love for their country. Living in the UAE, I can attest to what an amazing place it is. We are incredibly fortunate to reside in a nation where the leaders are dedicated to supporting success and making the UAE a welcoming home for everyone, regardless of race, beliefs, or religion.

To truly connect with people in the Middle East, it’s essential to understand their shared aspirations: living a good life, helping others, achieving success, and taking care of their families. The more you can localize your business to align with these values, the greater your chances of success will be.

Can you provide a glimpse into your future endeavors and projects that our readers can look forward to?

At Aramex, we are constantly innovating and working on exciting new projects. Our primary focus is on putting the customer first. Recently, I took over the customer service and customer experience (CX) departments, and we have already implemented some significant improvements. We’ve introduced Live Chat, which will soon be available globally, and we are developing live tracking to enhance the overall customer experience.

Sustainability is a key part of our strategy moving forward. We recognize the environmental impact of logistics and are committed to reducing it. We’re focusing heavily on autonomous deliveries using electric bots, drones, and cargo vehicles.

Additionally, we’re developing a new product called Aramex+, a subscription-based service designed for social sellers, influencers, and frequent users. Aramex+ will offer great rates, data visualization, a wallet feature, and many other benefits.

I’ll stop there for now. I don’t want to give away too much!

The post Mike Rich: Leading Marketing Strategist Promotes Global Growth and Invention appeared first on Insights Success.

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