Laurent Ross: The Oxygen of AI Integration

Laurent Ross
COO & Co-Owner, Oxygen 

Laurent Ross is a pioneering digital leader at the forefront of AI-driven marketing in Asia and beyond. With 18 years of experience, Laurent currently serves as the Chief Operations Officer at Oxygen, splitting his time between Dubai, UAE and Hong Kong. Specialising in AI integration, marketing automation with HubSpot, and Chinese market strategies, Laurent has become a trailblazer in leveraging artificial intelligence to transform marketing operations. His innovative approach led him to develop a comprehensive AI training program, equipping both his team and clients with cutting-edge skills to navigate the rapidly evolving digital landscape.

Questions for VICTOR magazine prepared for Laurent Ross

1. Oxygen was formed with the ambition of creating digital leaders within the industries you work with. What key factors do you believe are essential for companies to achieve this level of success?

a.  Digital leadership requires three fundamental elements that we’ve identified through our work at Oxygen. Companies must embrace cutting-edge technology without hesitation, commit to long-term marketing investments rather than seeking quick wins, and, most importantly, be willing to listen to experts who challenge conventional thinking. These factors combined create an environment where true digital transformation can thrive.

2. As COO, how do you balance the strategic vision for Oxygen with the daily demands of running an innovative and fast-paced business?

a.  I’ve learned that successful balance can be achieved through strategic investment in our infrastructure. We put significant resources, both financial and time-wise, into technology and processes that maximise our team’s efficiency. Our commitment to providing staff with access and training for the latest AI models ensures we stay ahead of the curve while managing both day-to-day operations and long-term growth. This technology-first approach allows us to maintain our innovative edge while running a smooth operation.

3.  What lessons from Oxygen’s journey would you say are most applicable to entrepreneurs in the Middle East looking to scale their ventures globally?

a.  For entrepreneurs in the Middle East looking to scale globally, I’d emphasise the importance of prioritising service quality over price competition. The regional market often sees businesses engaging in price wars, but that’s a race to the bottom. My advice is straightforward: focus on delivering exceptional value, and don’t be afraid to walk away from prospects who are solely focused on finding the cheapest option.

4.  You’ve been recognised as a Tatler Leader of Tomorrow 2024. How does this recognition align with your personal goals and the direction you’re steering Oxygen in?

a.  Being recognised as a Tatler Leader of Tomorrow 2024 was an unexpected honor, particularly meaningful as it came through a nomination from a former client with whom I worked closely on marketing strategy. The recognition aligns perfectly with Oxygen’s positioning as digital leaders in our space.

5. The Middle East is a hub for innovation and entrepreneurship. How does your work resonate with the opportunities and challenges in this region?

a.  The Middle East’s current business landscape reminds me of China a decade ago – ripe with potential and opportunity. However, there’s an interesting dynamic where many businesses here embrace futuristic visions but sometimes struggle with practical execution. This creates both challenges and opportunities in the region.

6.  Branding and storytelling have been central to your career. What do you think makes a brand truly stand out in today’s global marketplace?

a.  I believe that authenticity and quality are the cornerstones of standout brands. We’ve found success in maintaining a direct, honest approach, though it’s not for everyone. What’s particularly interesting is that personal thought leadership often proves more effective than corporate messaging – people simply don’t engage with company pages on LinkedIn like they used to.

7.  In your experience, what role does technology play in helping businesses transition from local players to global leaders?

a.  Technology plays a pivotal role in global business expansion, and I’ve witnessed firsthand the costly mistakes of choosing cheaper technological solutions. Attempting to save money on essential tools like CRM systems often leads to significant expenses down the line in redevelopment and fixes. It’s an area where cutting corners invariably backfires.

8.  What drives your leadership philosophy, and how do you ensure it resonates with the diverse team at Oxygen?

a.  Our leadership philosophy has been significantly influenced by our close relationship with HubSpot, widely recognised as one of the world’s best companies to work for. This influence shows in our track record, including multiple inclusivity awards in Hong Kong and our success in building a truly diverse team.

9.  On a personal level, what inspires you, and how do you integrate your passions into your professional life?

a.  My passion for technology and AI directly fuels my professional drive. I find genuine excitement in exploring new updates and innovations that could transform our clients’ businesses. This natural enthusiasm for the technical aspects of our industry has been crucial in maintaining my long-term engagement and commitment.

10.  Looking forward, what do you envision for yourself and Oxygen over the next decade, and how do you hope to leave an impact on the global business landscape?

a.  Looking ahead, we recognise that the consultancy and marketing landscape is undergoing rapid transformation. While our current business model might need to evolve significantly in the coming years, our ability to adapt quickly and embrace change positions us well for future success. We’re committed to staying ahead of industry shifts rather than being overtaken by them.