Standard Life chief urges brands to be brave over GDPR

Standard Life’s head of decisioning, Firas Khnaisser, has used his appointment as chair of DMA Scotland to call on brands to be brave in the face of GDPR challenges, and ensure they push the bar to deliver value back to their customers.
Khnaisser succeeds Lynsey Fusco, head of marketing and communications at The Royal Edinburgh Military Tattoo, who took up the role four years ago and helped guide DMA Scotland during a significant period of change and growth for the organisation.
Along with newly appointed deputy, Lida senior account director Kerrie Hull, the new leadership team aims to ensure that DMA Scotland continues to represent the vibrant, energetic and creative data-driven marketing industry north of the border.
They aim to celebrating the work done in Scotland, empower brands to create even more engaging campaigns, and inspire the next generation of talent into the industry.
The council will work with Scottish businesses and universities to ensure they not only nurture local talent, but showcase the opportunity there is to remain at the cutting edge of creativity, data and technology within the Scottish marketing sector.
Khnaisser said: “We are here to help organisations in Scotland deliver value to their customers by making the best of the opportunity that GDPR has to offer, and by demonstrating how we can take customer engagement to bold new heights through nurturing and leveraging local talent, being super creative with content and realising the true value of data. This is not just about compliance, it’s about how brave are brands willing to be and how far will they push the bar to deliver value back to their customers.”
DMA managing director Rachel Aldighieri added: “Scotland has a fast-growing, fantastically vibrant data and marketing industry that we look forward to working with through the DMA Scotland team.”