Mariia Golitsyna, Independent Marketing & Business Development Consultant (USA) – Role of technology in shaping modern customer engagement

Mariia Golitsyna shares her insights on technology’s enabling role, engagement evolution from broadcasts to experiences, and measurable business impact.

Mariia Golitsyna is a seasoned Global B2B Sales and Commercial Growth Expert with over 15 years of experience in shaping high-impact marketing and business development strategies across international markets.

Jury Perspective:

What role does technology play in shaping modern customer engagement?

From my professional experience, technology has reshaped how brands engage with customers, but it has not replaced strategy. Its true role lies in enabling relevance, speed, and consistency at scale.

Data, automation, and AI empower organisations to better anticipate customer needs, personalise interactions, and optimise engagement across channels. In my work, I often see that the most effective engagement strategies are not defined by the number of tools used, but by how thoughtfully those tools are applied within the customer journey.

When technology supports clear objectives and human-centred thinking, it becomes a powerful driver of meaningful and measurable engagement — strengthening both customer relevance and business impact.

How has customer engagement evolved over the past few years?

Customer engagement has shifted from broadcasting messages to designing experiences. Today’s customers expect brands to be context-aware, responsive, and consistent across markets and platforms.

Another clear evolution I observe is the growing emphasis on measurable impact. Engagement is increasingly assessed through its contribution to long-term value — from loyalty and retention to commercial performance. As a result, customer engagement has moved from being a creative layer to a strategic business priority, closely connected to growth and customer trust.

What excites you most about being part of this jury?

What excites me most about being part of this jury is the opportunity to support high standards in customer engagement by recognising work that delivers both strategic clarity and measurable impact. From my experience across international markets and B2B environments, strong engagement is defined by its ability to create real value for both customers and the business.

 She currently operates as an Independent Consultant, advising organisations on corporate sales, brand building, growth strategy, and customer-centric innovation. Her expertise spans helping businesses unlock commercial value while aligning brand narratives with customer expectations — a synergy that lies at the heart of effective customer engagement.

Mariia’s professional journey reflects strong experience in:

• Sales strategy and commercial growth planning
• Marketing and brand positioning for customer relevance
• Cross-market engagement practices for global audiences

Her insights into blending strategy with execution have supported clients in building measurable, scalable engagement outcomes — making her assessment perspective invaluable to the Awards jury.

As a jury member for the 15th Global Customer Engagement Awards, held on 30th April 2026 in Mumbai, Mariia will bring her global outlook to evaluating standout work that drives both customer relevance and business impact. Her involvement reinforces the Awards’ commitment to spotlighting excellence that combines strategic clarity, creativity, and measurable engagement outcomes.

 About the Global Customer Engagement Awards:

The 15th edition of the Global Customer Engagement Awards will be held on 30th April in Mumbai, recognising excellence in customer engagement across Television, Print, Radio, Mobile, Social Media, Cinema, OOH, PR, and emerging digital platforms. The Awards celebrate organisations and agencies that are creating meaningful, measurable, and future-ready customer experiences.

Brands and agencies are invited to showcase their best work and have it evaluated by industry leaders who understand the evolving realities of customer experience and engagement.