Tariq Khan - "My profession is my passion"

"I am very fortunate to find a career that does not feel like work," says Tariq Khan of Nationwide Financial Network, who has built a career in marketing in corporate America. "In fact, I have been able to find my passion in my career," he said in an exclusive interview with this writer.

Tariq's parents were born in India and migrated to Pakistan. Tariq was born in Karachi, Pakistan. After completing High School, Tariq immigrated to the United States in order to pursue higher studies. After earning his bachelor's degree in international marketing/advertising from Baruch College, New York, and his MBA in marketing and management from St. John's University, New York, Khan was offered a job as Management Executive Trainee at MetLife. Against the wishes of many who had discouraged him from taking up this position, young Tariq decided to stick on with the job, and was soon proved very successful.

MetLife, not long after, recognizing his skills, promoted him to a Branch Manger's Position, within a year, where the opportunities and challenges were enormous. "That was the turning point in my marketing career," recalls Tariq. Young Tariq Khan, with his hard work, dedication, and a keen sense of marketing, "won tons of awards and honors." After honoring him with several awards and promotions, MetLife appointed him the Director of Marketing in 1997, where he thrived and helped MetLife reach every possible ethnic household. When he left MetLife, after nearly 12 of years of service, Tariq Khan was vice president, marketing for MetLife, Inc., where he was responsible for marketing, advertising and recruiting activities for all diverse segments, including Hispanic, African-American and Asian markets. Tariq played a critical role in making MetLife a leader in diverse marketing by creating among the largest multicultural sales force in the industry.

In September 2005, Tariq Khan was named vice president for market development and diversity for Nationwide Financial Network (NFN), the affiliated distribution organization for Nationwide Financial Services, Inc. (NYSE: NFS) In his current position, Khan is responsible for strategically growing the NFN sales force to enhance its outreach to targeted diverse markets.

NFN's president, Mike Hamilton, says, "Tariq's extensive experience and his successful track record in building business with diverse market segments is tremendously valuable to our organization. His knowledge of the insurance and financial services industry, coupled with his vast understanding of the changing population in America, means his role is important to the company."

Tariq Khan said, Nationwide Financial Services, Inc., a publicly traded company based in Columbus, Ohio, provides a variety of financial services that help consumers invest and protect their long-term assets, and offers retirement plans and services through both public- and private-sector employers. It's part of the Nationwide group of companies, which offers diversified insurance and financial services, and has more than $160 billion in assets. The company is ranked No.104 on the Fortune 500 based on 2006 revenue.

Under his leadership, Nationwide has taken several initiatives to reach out to the ethnic minority communities, especially, the South Asian Americans. Asian Americans constitute five percent of the American population, but they represent a very lucrative market, owing to their high education levels and professional backgrounds, Khan pointed out. Describing how the dynamic of an American "melting pot" was evolving to resemble a "salad bowl" metaphor, where various groups "retain distinct identities," Tariq Khan cited figures suggesting that nearly 90% of the next 100 million in US population growth may be minority groups, including Black, Hispanic, and Asian.

"The rapidly growing South Asian market is very important to us," said Khan. "Addressing their marketing campaigns specifically at diverse markets is an investment that results in meaningful returns for their shareholders and hence makes "good business" sense to target individual communities. Events like children's education, retirement, social security, etc. are things that are impacting other communities in the country, are similarly impacting the Asian American community also."
"We are living in a new environment today where the face of America is changing," said Tariq Khan. "The new face of America is very diverse and full of opportunities. The U.S. multicultural population is nearly 100 million and its buying power is likely to reach U.S. $5 trillion by the year 2008, yet this target group remains nearly untapped."

According to Khan, the Asian American segment in general, and specifically the Asian-Indian/South Asian segment, creates a unique and desirable opportunity. "I personally prefer the term South Asian as it essentially covers the larger target market that is quite similar in psychographics," he said. "As a marketer I would divide South Asians into two groups; South Asian consumers and South Asian talent for employment."
And therefore, Khan says, "Connecting with the rapidly growing South Asian population is very important to us. We wanted to create work that reflects scenarios and traditions that are relevant to them. This campaign is an example of our growing support of diverse markets."

Tariq is behind launching one of the most popular advertising campaigns, "Life Comes At You Fast" in the South Asian market. Nationwide launched this campaign in 2006 and it quickly became one of the most talked about campaigns among South Asian Americans. As part of its plan to target South Asians in the United States, Nationwide and A Partnership Inc. created new work based on the humorous ‘Life Comes At You Fast' brand campaign. Said Tariq Khan,

"We wanted to create work that reflects scenarios and traditions that are relevant to them. This campaign is an example of our growing support of diverse markets." The ads were shot in Mumbai and Goa in India and various cities in Malaysia and South Africa. "Last year was the first time we created advertising specifically targeting the South Asian market," said Tariq Khan. "And the response has been fantastic, so we're very excited to be launching this new round of work while continuing to support the South Asian community," he added. Khan said in just four months of airing the ads, 49 percent people recognized the brand where earlier surveys had shown that not many in the community had even heard of the company.

Khan has more than 15 years experience in developing and supporting large and diverse sales forces and helping financial services companies target emerging markets. He said, if he were in not marketing, he would be active in politics, just his family members in Pakistan are in active politics

His hobbies include, watching cricket, and said, "I spend hours, especially in the night, watching cricket matches." In the midst of a busy life, which involves frequent travels, both international and across the United States, Tariq Khan, said, I usually take over 150 flights a year, however, "I make it a point to spend time with my children and wife, especially during the weekend." Describing his 15-year-old son and 12-year-old daughter as his "best friends," Tariq Khan said, "I am happy that I have been able to be involved in every aspect of their life."

Tariq is also assistant adjunct professor at NYU SCPS and teaches marketing wherever his schedule permits. Khan has been a frequent speaker at many industry conferences on marketing and diversity. He serves on the board of directors for the Asian & Pacific Islander American Scholarship Fund (APIASF), the largest national organization devoted to the financial scholarship needs of Asian and Pacific Islander American students. APIASF has donated over a million dollar to hundreds of Asian American students in last three years. "I want to contribute to the education of the second generation Asians in this country. Our future rests in their hands." In fact, that may be my retirement plan – to do something that will invest in the education of our next generation.