Bomo Piri
Vice-president of brand
Native Instruments
Bomo Piri joined software and hardware manufacturer Native Instruments as vice-president of brand in December 2023, placing him at the forefront of sonic innovation. In his role, he leads initiatives that aim to reshape the relationship between brands, artists and audiences.
Previously, Piri served as head of marketing for Google’s innovation lab, Jigsaw, where he developed strategic programmes addressing online safety issues – countering disinformation, protecting digital rights, enhancing cybersecurity, and election integrity.
With a global career spanning roles at OMD Worldwide, Yahoo and YouTube, Piri views modern marketing as a “complex blend” of brand building and performance-driven strategies.
"Early in my career, brand loyalty and awareness and engagement were more straightforward goals, but today there’s a need to balance long-term brand equity with short-term conversions," he says, noting that the change requires much more attention and expertise in connecting with niche communities, subcultures, and influencers in relevant ways.
"Rather than relying on one-off campaigns, marketing will shift to build personalised, enduring connections that anticipate customer needs in real time, fostering brand loyalty and increasing lifetime value.”
Yet, Piri says these changes make him "more agile and willing to experiment”, while allowing him to be more strategic about choosing the “right” opportunities to connect with customers.
He sees the greatest opportunity for marketers in “human-centric, community-focused branding”, emphasising the need to keep the human element at the forefront as technology advances. On the flip side, he highlights the biggest challenge as the “paradox of being risk-averse while aiming for growth”.
"Moving into new spaces demands boldness and differentiation; you need to stand out, not blend in with safe, predictable approaches. At the same time, there’s a balancing act required: you have to meet short-term goals while also communicating the long-term returns from bold investments," he says.
Going forward, Piri believes marketers will need to think more like behavioural scientists, to uncover the "motivations and emotional drivers" behind customer behaviour. He also anticipates a resurgence of print and tactile experiences as people increasingly seek authenticity.
"Rather than relying on one-off campaigns, marketing will shift to build personalised, enduring connections that anticipate customer needs in real time, fostering brand loyalty and increasing lifetime value.”
For those considering a career in marketing, Piri says the key is being curious, embracing both creative and analytical thinking, and staying focused on understanding people beyond data points. "Seek out ways to connect with communities, stay inclusive, and continuously learn. Don’t be afraid to ask hard questions within the business, even if it shows you’re still learning. Because repeated questioning challenges assumptions and builds shared understanding.”
