Spotlight: The One With KaaS Sass
The Future MarTech Leader's initiative throws the spotlight on Hemal Anil Thakkar, Kitopi’s Marketing Manager
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Be it the ‘Bummer Summer’ Spotify campaign or the ‘It’s a Sign’ McDonald’s campaign, we always appreciate the fantastic marketing planning done by a brand and congratulate the head of the department. But how often do we think of the ‘behind the scenes’ people who have the potential to disrupt the marketing space?
Innovation and adaptability are paramount in the martech industry, and a new wave of visionary leaders is emerging. They are poised to shape the future landscape of the industry, and Martechvibe is determined to bring the spotlight on them. As the nominations pour in for the “Do You Know A Future Martech Leader?” initiative, here is a preview of one of our first shortlisted candidates: the dynamic Hemal Anil Thakkar from Kitopi.
In this exclusive snapshot, we delve into Thakkar’s achievements, use of technology, and her insights that sets her apart in an industry where differentiation is key.
About Kitopi
Kitopi is a cloud kitchen that encompasses 14 cuisine categories with numerous sub-brands. Operating as a tech-powered, multi-brand restaurant giant, Kitopi manages over 100 brands across 200+ locations in five markets. As a Kitchen as a Service (KaaS) platform, it facilitates streamlined, capital-efficient setup of delivery-focused hubs. Kitopi’s network spans 60+ cloud kitchens in the UAE, Saudi Arabia, Kuwait, and Bahrain.
Thakkar’s Contribution
Thakkar started working at Kitopi last year and was responsible for spearheading four brands in the burger portfolio. Recognising the significant prospects of Johnny Rockets, Thakkar identified it as a prime candidate and the central focus of growth. After achieving stability in the burger portfolio, she undertook the management of Kitopi’s largest category – Asian Cuisine. With a comparable strategic methodology, she formulated the brand vision, strategy, and positioning for all brands, while also crafting annual campaign schedules.
“The key is curiosity and eagerness to learn early. The digital space is still like Mars, we are trying to navigate the environment, understand the space, longevity and its pros and cons. Experimenting with different tools helps us broaden our horizon and get closer to the envisioned developments and advancement,” says Thakkar.
The Chosen Tech Support
Being an enthusiast for all things digital and a marketer driven by passion, Thakkar and her team actively engage in experimentation with AI tools. These tools are employed for research purposes, to find conceptual inspiration, and to create innovative materials.
For Burger King India, she spearheaded the launch of the first NFT campaign and the first AI campaign for India’s popular sporting tournament, The Indian Premier League.
Fueled by a desire to achieve even more, Thakkar delves into diverse tools to seamlessly integrate AI features into the application. She oversees the creation of a data monitoring dashboard and collaborates with her team on enhancing the user interface and customer journey. Her involvement extends to utilising platforms like Branch and Appsflyer to generate distinctive links and track the performance of campaigns.
Furthermore, Thakkar set up SMS and social media campaigns, affording her firsthand experience with platforms such as TikTok, Snapchat, Meta, and various telecommunications business management systems.
“Get your hands dirty and be curious about everything. And don’t forget your roots – Consumer behaviour is still at the centre of any brand world. So, use your platforms to learn as much as you can about their behaviour, and utilise it in developing your next big idea or communication.”
To thrive in this environment, it’s essential to stay ahead of the curve with new technology solutions and comply with the latest enterprise regulations. Hemal Anil Thakkar’s story is just the beginning. Martechvibe is committed to unveil narratives of brilliance and bring future martech leaders to the spotlight.
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