Saj Arshad is a marketers’ marketer. With more than 20 years of global commercial marketing experience, he is committed to driving a greater understanding of marketing and delivering actionable campaigns. He is on the advisory board of the CMO council and was previously group marketing director at Vodafone. Arshad is a Marketing Academy mentor, dispensing knowledge and experience to up and coming marketers, particularly those who are considering emulating him in his journey to the board. Arshad believes some of the best decisions come from frontline staff who speak to customers every day. “They are the ones who know your customers best and can often be your richest source of inspiration,” he says.