Mayank Singh: An Exemplary Leader Unlocking the Potential of ‘Data’ Across Industry Verticals 

Domino's is one of the world's largest pizza brands with a presence in over 90 countries. Domino's Pizza Indonesia opened its first store on August 22nd, 2008 at Pondok Indah, Jakarta. It is a leading Pizza brand in Indonesia spread across 26 cities in Indonesia with 197 stores in operation and still growing. It is adding more new stores each month in a bid to reach out to all Indonesian customers. It is a part of MAP (PT Mitra Adiperkasa, Tbk) Indonesia and Everstone Capital and holds the exclusive master franchise rights for Domino's brand and network in Indonesia.

An Astute Leader with Tech and Entrepreneurship Interests 

Mayank Singh serves as Chief Digital Officer & Vice President – Marketing & Technology at Domino's Pizza Indonesia. He is a visionary, highly strategic, and result-driven leader having 15 years of career experience in leading, managing, and scaling businesses in Food Retail, Media, Entertainment, e-Commerce, and Startups. As a passionate and entrepreneurial business leader, he leverages his expertise in in-depth marketing, product development & business building to facilitate all 3Cs of the digital domain (Content, Community & Commerce) with P&L responsibility for fast-paced start-ups. Some of his distinguished achievements include scaling up business and operations, building next-generation products, and delivering data analytics and strategic partnerships. Having a love for technology and a passion for entrepreneurship, he has led innovative and strategic projects and products ahead of the curve.

Over the last three years, Mayank has contributed to executing strategies to support the growth of Domino's Pizza Indonesia. He has played a great role in devising and leading strategies for multiple departments under two functions Marketing & Technology to drive high-impact results for the growth of the company to become among the fastest-growing Domino's Market. Further, he has been driving sales by leading forward-thinking tactical campaigns and technical strategies. He was also involved in establishing food-tech, banks, wallets, and eCommerce platform partnerships while building & managing corporate sales and strategic business partnerships in Indonesia for Domino's Pizza. 

Mayank has been serving as a thought leader while guiding the technology department to design and implement the digital strategy and transformation, including the first Fully integrated only QSR in Indonesia to automate orders from the Food aggregator directly into POS on lead generating model, etc. Also, he has been optimizing call centre operation for cost efficiency, reducing query resolution time, and driving the NPS score and ratings on each platform including App stores, ranking top 3 in the QSR industry in Indonesia.

From Scratch to Success: An Incredible Journey 

As a successful leader, Mayank has helped established India's 1st D2C Hyperlocal Digital Commerce ecosystem for Domino's India, leading the cross-functional team to grow the Digital business by 25X in revenue in four years. He improved Domino's India e-commerce platform conversion rate from 19% to 27% and added $3.5M to the EBITA by utilizing the Six Sigma Green Belt. Talking about his journey he expresses how he migrated from India to Indonesia to lead Domino's Indonesian marketing and technology function. He also defined a 3D and 3E framework for data utilization to drive sales for Domino's Indonesia- Use of Data for expansion(Business Development), enhancement(Marketing), and efficiencies(operations). The 1st in QSR Indonesia WhatsApp bot for intelligent order taking, customer servicing, gratification, and marketing communications using WhatsApp as a channel.

Further, he mentions how he is consistently acknowledged as a thought leader in marketing, digital, and business growth, receiving the coveted 2022 Geospatial 50 Rising Stars Under 40 Award and serving as a speaker and advisory board member at multiple conferences organized globally on Future of Digital, eCommerce, Omni-Channel Retail, Voice Bots, Content Marketing, Location Intelligence, Marketing, Retail Tech & Innovation, Leadership, etc.

Mayank shares that he was lucky to be a part of Domino's brand, the brand that was pioneered in adopting the latest technological advancement and use of data to serve its customers with the highest level of service excellence in all areas of interaction.

The 3Cs Trailblazing CDOs Follow

According to Mayank, 3Cs are vital for every CDO. The first C stands for Creative (A storyteller with assumptions to not just read the data but to create a story out of the data both for customers as well as internal stakeholders to drive revenue for the organization). The second C stands for Curiosity (Have to be highly curious about each signal to investigate all the 5W and 1H " What When Why Who Where and How"), and the last C stands for Cross-functional. He insists that a CDO has to coordinate with different functions to domains in every organization and it is most critical to be a good cross-functional communicator as well as a leader.

'Data' as a Trigger to Innovative Strategies 

Mayank claims that data is the new fuel as everyone talks about it these days and the best way for anyone to innovate or transform is by drawing the path for their strategies to drive 3Es for the business i.e. Expansion of business, Marketing Enhancement and Driving Operational Efficiencies. These can be further quantified as KPIs in form of Growth, ROIs, and Cost saving.

Overcoming Adversaries with Emerging Technologies 

Mayank states that the challenges of the past are being made easier and more economical with these emerging technologies. For example, Artificial Intelligence is not a new concept but it has become relevant today because of the rise of the emerging technologies that are creating the right ecosystem for easy and effective adoption. He adds that fixed high computing hardware request to run AI is eased out with cloud computing on-demand instances, data transmission getting faster with 4g and now 5G, lot of Data can be now collected and can be used as meaningful information for the desired outcome with IoT, etc.

Envisaging Data Securing Concerns 

As Mayank believes, the biggest challenge is always to attract and put in place the right resources, especially, the Data experienced resources for a QSR organization with an understanding of both the world. A business partner firm comes in handy to resolve so of these challenges at the same time people have to take a coach seat to guide everyone to a common goal. Other challenges are having the right tools for data management, seamless integration across all sales channels and operational systems, and last but not least data security.

Above and Beyond the Digital World 

"It was just a decade ago when food ordering used to happen on phone calls and now it is digital via mobile apps with a level of transparency and accountability. This is going to grow to improve the customer experiences, touchpoints, and organizational efficiencies to maximize profits" Mayank presumes.

Start Small, Test, Fail and Learn: Roadmap for Budding Leaders 

For emerging CDIOs, Mayank gives a piece of his mind. Every CDIO should ensure that there is a proper data collection, segmentation, and analysis strategy in place. He or she must define proper roadmap strategies for adopting emerging technologies aligned with business goals. He advises the emerging officers to always think out of the box as they sit on a data mine for the organization and all data is important internally, from customers to employees. Mayank asks them to start with small, to test, fail and learn from it, to use feedback, and then try again. Last but not least, he suggests CDIOs never stop learning, using all ways possible to learn from self to superiors to subordinates to industry or out even of the industry. "Useful learning, idea, case-study, thoughts, and implementation can come from anywhere," he concludes.