To Indra Nooyi, with Love

Once again, you’re in the news.

But unlike the last time when you embraced a position of power as PepsiCo’s CEO, this time you’re stepping down from the position and title you came to own, over the last decade.

I still remember being in high school back then, when the media first spoke of you. Of how a woman of humble Indian origin, had climbed the ranks to take over the position of PepsiCo’s Chief Executive Officer.

And then, all of a sudden, it wasn’t just me, but the world at large who took notice of you. Of your steady ascent to the much coveted seat in the boardroom, Collectively, we marveled at the grit, resilience and courage your journey demonstrated. At the way in which a middle class girl from Chennai, made it to first to prestigious institutions like IIM Calcutta and Yale, and took on the glass ceiling heads-on, shattering it, successfully.

As for me, over the years, once you were a global public figure and other facets of your life became known, I came to respect your authenticity, personality and your candidness. At how you openly spoke about your constant tussle between being the head-honcho of a multi-million conglomerate, and a wife and mother at the same time. Your openness , with which you narrated how your story of how being a woman with ambition isn’t easy, yet is definitely worthwhile.

I admired your sheer business acumen. At how you gave a fast-food company, otherwise notorious for taking people on the road to unhealthy lives, a heart. In creating the mission statement of Performance with Purpose. Of making Pepsi a greener, more environmentally aware company.  Of showing how business and benevolence can indeed be balanced.

Yet, more than anything, as a girl with ambition and zeal myself, you taught an entire generation of women to dream. To not only dream, but dream beyond the dream itself. Because that’s where it all starts. You taught us all, that talent and ability can surpass the biases of  gender and ethnicity. You demonstrated how you can be the iron lady in the velvet glove, how aggression can be soft too. And you led us to believe that positions of power, always come with great responsibility. For its never about the position you hold, its about the impact you create.

All good things in this world must come to an end, and so do tenures of powerful leaders. Yet, As you step down, and pass on the baton, you’re leaving a footprint. On the hearts of not only the company and its employees, but on millions of dreamers, believers and achievers.

 

Management lessons I learned from a chai-wallah (tea-seller).

As a middle class 90s kid growing up in India, I have fond childhood memories of what a majority of my Sunday mornings looked like. Down the corner of the road I grew up in, there was a tea-stall. Nothing fancy. Yet, every going every Sunday was a treat it itself. For out of that very rudimentary set-up, came some of the best chai(tea) served in earthen cups. With piping hot samosas to go with it. And jalebis in the winter.

Now that I reminisce back, it is here that I learned some of my best lessons of management and leadership.

1. Product, product, product : A great product, along with a great experience is what wins. Every single time. Anybody can make chai at home. But you went for the experience you knew you wouldn’t be able to replicate at home. One of relishing the ginger, saffron-flavoured chai in earthen cups. And what’s more, you got the same experience, every single time. It was a feeling that never failed you.

2. Know your customer, and serve them well : Once you went to the chai stall, you made sure you went there again. And again. And again. For you’d find that thanks to your multiple visits, the chai-wallah knew all your tastes and preferences. How hot you liked your tea. How much sugar you preferred. And you’d always be served accordingly. Once you became a regular, you could even be served on credit, and have the option of settling your bill monthly instead of daily. All of this made sure you didn’t even bother checking out another place, since your regular place knew you so well.

3. Do few things, and do them well : In the past 20 years, I’ve been going to the tea stall, the menu has pretty much remained the same. Tea. Samosas. Jalebis in the winter. The only variant being that if you requested, they introducing the option of  a sugar substitute, instead of sugar. I remember once asking the owner if he would ever consider extending his menu. To which I remember him saying a no. Why? I asked. Because I have limited resources. And I’d much rather put them to use where they are going to be used. In some cases, its best to grow vertically, instead of laterally. A wise entrepreneur understands which road to take.

4. A great product creates its own community : A good product or service creates its own following. And can be a great leveler. At the tea-stall every Sunday, you’d find people coming in luxury cars, in two wheelers, and on foot. To avail of the same product. For the short period of time they were there, social differences would be forgotten, and they would all be members of the same community – lovers of the chai stall.

5. Stay true to your brand : The chai stall stood for few things. Modest, humble tea at great taste and prices. Even after it started making more money, it didn’t bother to convert itself into a fancy restaurant of sorts. Because it didn’t want to lose the very essence which was a crowd-puller in first place.

Years down the line, I go to the tea-stall. It still is there. And serves the same tea, as it did, years ago. The samosas are still as irresistible, and the jalebis still as piping hot, as they used to be, at one point. The chai-stall stands tall, as my very own institution, where I learned some of the best lessons of management, from the experience of a man who probably had no formal business education, yet the experience of a lifetime in what it takes to create a world-class product and enterprise.

Women, go to work, please!

It was this article that got me thinking. And maybe it’ll get you thinking, too.

And if you don’t read the entire article, you can read just the first two lines.

LAKSHMI, the goddess of wealth and fortune, is the closest thing Hinduism has to an economic deity. How poorly her earthly sisters in present-day India are faring. 

Not that I was unaware of the scenario, but this mainly reaffirms what the reality is. This time, with real-life examples and figures to support the claim.

Ironic, very ironic. In the land where the ardently worshipped deities of wealth, education and power are all female, India is losing out a major chunk of its talent only because so many women are at home. A loss that converts into economic deprivation in terms of becoming a significant contributor to the nation’s poverty by a staggering 27%

Whats even more ironic that the only reason isn’t just the lack of education, it’s also the never-ending social pressures that collectively surmount to keep women actively out of the workforce. In-laws demanding the their daughters-in-law stay at home despite their education and desire to earn. Organizations that don’t support working mothers forcing women with children to quit their jobs and take a hiatus, which very often means that they don’t get back to work at all. Women entrepreneurs struggling to keep their ventures afloat, with collectively only around 2% of total venture capital financing going to women.

Of course there have been game changers within the society, in terms of women among the likes of Indra Nooyi, Kiran Majumdar Shaw and Chanda Kocchar, who have risen up the corporate ladder as well as gone to create successful companies of their own. And business models that supported women employment. AMUL and Lijjat Papad. And little proliferations of self-employed women with regard to the good old Tupperware and Amway aunties, the waxing ladies, the tuition teachers and the neigbourhood ladies with their pickle and tiffin businesses. Yet, the number of women who collectively remain unemployed still outnumber them.

Growing up, I was fortunate to be born to parents who viewed education and having a career equally important for both sons and daughters. Which meant that I never thought of myself not having a full-time job, ever. Yet again, that does not mean that I am biased towards stay-at-home moms. The point I’m trying to make, is that not every woman has to have a full-time job. There are women who stay out of active employment out of choice. But that doesn’t mean that the women at the other end of the spectrum, that is women who want to work, should be held back in any form. It is the birthright of every single woman, to have access to education, economic freedom and empowerment. So that when they fo genuinely want to go out and make a living, they are not are obstructed by  financial, physical or social barriers. From more education opportunities,  self-employment and work-from-home options, to child-friendly workplaces, maternity benefits, more microfincnace options and venture capital funding. We need them all.

Maybe this could be a wake-up call, and our mantra for the years to come: Sending more women to work. Hopefully our daughters and granddaughters, shall look at boardrooms and corner office aspirations as normal, instead of glass ceiling achievements, like our generation does. And we will have a fuller, richer economy, that thrives from the collective effort of both men and women.

(The article cited appeared in The Economist : Why India needs its women to work. https://www.economist.com/leaders/2018/07/05/why-india-needs-women-to-work)

Small Business. Big Impact.

A typical 90s kid, I grew up in an India which wasn’t exactly free of big corporate giants. Butter meant AMUL and chocolate meant Dairy Milk and washing powder meant Nirma. Yet, as much as you became a recipient of mass commoditization as introduced by well known brands and big national and multinational businesses, a typical day in your life also involved ample integration with small businesses. The neighbourhood salon, which you visited not only for their services but also a fresh round of gossip of what was happening in your locality. The chai-wallah (tea-seller) down the road whose ginger tea pulled in everyone from the aam aadmi (common man) to the multimillionaires of the town. The kirana (grocery) shop, where the uncle behind the counter had seen me since I was a toddler, where thanks to a relationship that spanned generations (my great-grandfather knew uncle’s grandfather) we got to to buy entire months worth of grocery in advance on credit.

And if that weren’t enough, being an offspring of a first-generation entrepreneur, allowed me to gauge first hand what small businesses were, how they were established, the challenges they typically experienced, and how they had to grow strength to strength to sustain themselves in competitive environments. They struggled, and stumbled, yet managed to stay, survive and thrive.

At first glance, small businesses might seem like the Davids of the world, in comparison to the Goliaths – the multinationals. Yet, combine them together, and they’re quite a force to reckon with. There’s data to prove it too. According to reports by CII, in 2017, a staggering 95% (almost 42.5 million) of business units in India comprise small and medium scale enterprises. SMEs in the country collectively employ almost 60% of the workforce in the country.

Which means the conclusion is clear. Small businesses are big.

What is about them, though? What makes them vulnerable, yet resilient enough to withstand the forces of the big daddies? Why do small businesses manage to not just compete, but coexist with their international, mammoth counterparts?

Possibly because at heart, they are more than a mid-sized profit-making entity. Or because they offer nimble, personalized services as opposed to homogenized offerings of the faceless corporation. Or maybe even because due to limited resources as opposed to their bigger counterparts, they are forced to remain lean and cost-effective in true startup sense. And if nothing else, the fact that at heart, they remain largely relationship oriented – both within the enterprise as well as with customers. For instance, every trip to the kirana store ended with me getting complimentary candies from uncle. My chai-wallah knew exactly how strong my father liked his tea. And in a society that still thinks with a heart, like ours does, such snippets of customer delight are huge.

Small businesses are a living proof to the entrepreneurial zeal of the country, society and times we live in. In an era where foreign giants are eyeing companies in India that they can buy out, these are essentially the start-ups in true sense. Which is why it’s no coincidence that everyone, from Facebook to Amazon are working relentlessly to strengthen their relations and operations with small players, instead of dismiss them as worthless competition.

In developing, populous, heterogeneous countries like ours, small businesses are the heart of the economy. Ones that are critical to national well being, both financially and socially.  For on a slightly more romantic note,they don’t just serve the economy they’re in. They make homes, families and households run. They give an entire strata of society, economic valuation, financial freedom, and social status.

Not every small business remains small in the long-run. Every mega conglomerate was once a small business. And small businesses, make a big difference.

Impower, not empower

Female empowerment isn’t just a buzz word anymore. Or a fad. It’s a way of life. And a cause one doesn’t not want to be associated with. One that’s found enough takers, for everyone to find some reason to jump on to the bandwagon. The commercialization of woman empowerment, I call it. Ad commercials that propagate the notion of equality repeatedly. Ventures ranging from lingerie, to plus sized clothing to media channels, focusing on women of various segments. Corporate policies across the globe evolving to recognize the biological, financial and social requirements of women. All steps towards empowering more women. Yet, somehow, I have an issue with the term empowerment.

Empower. The dictionary defines the word empower as the act of giving someone the authority or power to do something. And I begin to wonder why one an individual that is talented, capable and high-performing in her own way has to be ‘empowered‘ by another individual. Especially when the so-called ’empowerer’ happens to be a counterpart, except a difference in gender.

Maybe there needs to be a slight tweak to this term. Instead of ’empowering’ women, I’d like to change the term to female impowerment. Allowing more women find their purpose, through self-discovery of their abilities. Where through opportunities and avenues, we assist them in finding what already was within them. I’ve almost begun to associate the term empowerment as a hierarchical notion, where someone at the top allows power to someone below him. And the question that arises in my mind is why the apparent ‘allowed’ party even needed permission in first place. In a world that’s working towards equality and inclusivity,  that’s where we might be getting it wrong. Power lies within. It shouldn’t have to imparted externally.

And maybe that’s what should be our mantra this Women’s Day. To Impower, not empower. 

Women & Entrepreneurship. New best friends? Not really.

In the Bollywood movie English Vinglish, I remember a scene when everyone in the first session of a crash English course is introducing themselves. Sridevi a.k.a Shashi, mentions that she runs a tiny ladoo-making business from within the confines of her kitchen. ‘Oh, so you’re an entrepreneur,’ the English teacher exclaims. And Shashi’s eyes light up, for all of a sudden she’s now learned a new definition of her identity. One that enhances her own self-esteem in her eyes. In the blink of an eye, she’s gone from someone who thought she didn’t do anything exemplary, to an ‘en-tre-pre-neur’, a word she herself has to practice a few times before she gets it right.

As an Indian woman, there’s probably never been a better time to be an entrepreneur. As far as the glass ceiling of entrepreneurialism is concerned, the ceiling hasn’t just cracked, it’s been broken, even shattered. Repeatedly. In a nation that has traditionally seen a male-dominated entrepreneurial scenario, there is no dearth of women who’ve built and led successful ventures And that’s good news.

Yet, if I look back to my growing up years, it does strike me that female entrepreneurship is no new phenomenon. Rather one that’s been around since the last few decades. And there are several instances of this.

A prime example that comes to mind is the cooperative company structures Lijjat Papad and AMUL built. Allowing women to a taste of financial independence through employing household skills that they had anyway learned by default.  A win-win situation for these commercial ventures and for the women. Many of these business models even went on to become case studies at B-schools, for they were pathbreaking attempts at employing latent talent in women that had otherwise been traditionally ignored. And in the process allowing women, who had mostly been financially dependent on menfolk, to earn their own livelihood.

Or, another regular character in my growing up days, the women I called the Tupperware and Avon aunties. The ones who usually were female acquaintances of my mother through her personal network of friends, family and kitty party members. Ones who would come home with glossy catalogues of kitchen ware items and cosmetics, trying to make use of salesmanship trainings they had acquired through becoming representatives of these companies, almost always convincing my mother that the products advertised in the catalogues were far better than their retail counterparts. And each of these women ran her own show as a company affiliate, growing her clientele, and sales volume through her own efforts. Some of them even managed to employ other women under them, creating their own sales hierarchies. And running them profitably.

And then every neighbourhood most likely had a pickle and tiffin aunty. The ones who ran tiny ventures out from home. Making pickles and lunches for those who didn’t have the time to make their own. And becoming indispensable in most cases.

Each one of these women is an entrepreneur. Irrespective of the size of the venture they ran.

And the trend hasn’t stopped, for even today, there are several many women who run successful small-scale businesses, from within their homes. And we’d all probably agree that they are as important as are the women who build unicorns. For they contribute in many ways, to our social economy. And personally, I have an extra element of respect for them. Because even without B-school degrees, venture capital and sometimes even a basic education, they did everything that is included in the definition of an  entrepreneur. Take risks. Create value. Solve pain points. And in the process, earn identity and profit.

Advertising on my Mind

Given that yesterday was the SuperBowl, it seems timely that I should be writing a piece of my take on this conundrum called advertising.

As a consumer, Advertising is a drug. It catches you, as a toddler, when while you’re taking your first walking steps, you master jingles. When by the time you’ve entered kindergarten, you have logos tattooed on my minds to the extent that you can recognize the golden arches before you learn your alphabet, and you start equating the tick-mark to a popular shoe brand before you learn that it technically stands for ‘correct’. And then when you’re slightly older, you know taglines, brand icons and commercials by heart.

Yet, does advertising make you a buyer of the product? I’d say you buy into the story, and the brand, under the guise of which is cleverly enclosed some kind of product. Starbucks, not coffee. Tide, not detergent. Coca-cola, not soda.

So then, does advertising become selling, or does it become storytelling?

Now from the perspective of a marketing student, and not only a consumer. In my eyes, a happy marriage of the two. Storytelling with an intention to sell. A union of creativity and commerce. And added to that, in today’s context, purpose. For a millennial centric audience is no longer satisfied with a product that solves pain-points, and a brand that has a strong narrative. They’re also demanding one that chooses, adopts and safeguards regularly, values and principles that define its identity. A.k.a., brands that care.

Breaking it down further, I’d say that successful advertising comprises of three components – Heart, Mind and Wallet. Appealing to the Heart (we’re humans after all), Convincing the Mind (that the product you’re selling them is going to be more valuable than the money they’re going to spend on it), and impacting the Wallet (in favor of the brand of course!). And each of these, in my opinion, form the three parts of the triangle you might call advertising. Each as important and non-negotiable as the other.

I remember a professor of mine at grad school, explaining to us that advertising may be a ‘creative effort’, yet creativity is the process, not the means to an end. ‘We may be creative people, but we’re here to sell.” Creativity-on-demand, that’s what he would call advertising. And I think in my own way, I would, too. Solving business problems with creative thinking. Or using Creativity to solve business problems. The same expression flipped in two ways.

What then essentially sells, in advertising? I’d say a great story that combines emotion and fact, yet one that leads to a superior product. And these are opposite end of the same spectrum. Simply put, your customer might buy into the story, yet if the product is inferior, she’s not coming back again. And on the other hand, you might have a great product, but if you’re not making an effort to break through the clutter by communicating your story well, chances are your product is never getting discovered amidst all the others on the shelf (or in that desktop/tablet/app window if we’re talking e-commerce).

As a consumer, and as a marketer, if I had to conclude here, I’d say advertising isn’t a definition that be universally coined and carved in stone. The overall core idea may be similar (people selling to people). Yet the term itself can mean many things.  An artistic effort with a purpose. A duping mechanism. Yet, an unnecessary evil. Call it what you may, but advertising in itself, I know is here to stay.

Management Lessons I learned from Ma

A while ago, I read Richard Branson’s 5 Lessons I learned from my Mum

Ever since then I’ve been inspired to write my own version of what I learned from mine. My mother was a stay-at-home mom, at least for most of my growing up years. She belonged to a generation of Indian women who weren’t expected to have a full-time job or career, despite her college education. They were expected to support their husbands in their careers, and bring up their children while the men when to work. And that’s exactly what Ma did too. And she did a fantastic job at it. Bringing up three children, with a husband who was aggressively building up a company for the initial two decades of their married life , was no mean feat. At least, now that I look back in hindsight, I realize what an unsung hero my mother was. No certificates, no medals of appreciations, no material compensation. Yet, day in and day out, she put in her mind, body, heart and soul into her household and domestic duties, pushing all her boundaries to excel at them. And she never got paid, promoted, and applauded. To me, the more I think about it, the more I marvel at her internal motivation to be a better wife and mother, every single day of her life.

I on the other hand, grew up in a generation where women were clamoring for equality to the male counterparts in, every sphere of life. Which meant I always grew up knowing I wanted a career. I grew up admiring women who’d made in big in the corporate world, as entrepreneurs, and as global icons. Yet after almost half a decade of being out in the real world, I realize now that some of the invaluable lessons of life came from my stay-at-home. In her tiny lessons of life, lay teachings that have served me incredulously well in my professional life.

  1. Frugality & Budgeting – Frugality was always a core value growing up. And my mother reinforced it, constantly. ‘Money doesn’t grow on trees’, and ‘Daddy works so hard for all of us’, I remember her saying all the time. Minimizing wasteful expenditure, buying only what you need, and above all, respecting the value of money, were ideals she emphasized. She would give us pocket-money, and encourage us to write down in our little diaries, how much we were spending. These tiny habits today have translated into me being very careful about budgeting, keeping track of expenses, and storing resources for a rainy day.
  2. Attention to detail – My mother’s eye for detail never fails to astonish me, even today. Her ability to spot even the tiniest speck of dust on the kitchen counter, or the littlest crumb on the floor, or the faintest stain on our clothes. Even though I haven’t inherited even half of her well-trained eye, I do believe that I get my love for detailing from her. One that shows when I proof read my emails twice before I sent them out.
  3. Planning & Organization – My mother’s organization skills could seriously give Marie Kondo a run for her money. ‘A place for everything, everything in its place’ was, and remains her organization mantra. Right from her kitchen where every utensil, every spice container and every piece of cutlery had its own shelf and drawer, to teaching us how to fold and store our clothes according to occasion and type, to neatly storing my father’s work files in alphabetical order. And at work, I’m only learning to be more and more organized with each passing day. With my files, my documents, and my assignments. Because a little planning goes a long way. And the opposite too.
  4. Gratitude – Ma taught us to not complain. To be thankful for what you have, rather than what you don’t. She taught us that if something annoys you, you either change the situation, or you leave the room. Anything but sit and complain. And I carried this lesson with me to the workplace. When professional setbacks, situations or even colleagues got me down, I stood up and tried my best to do something about it. Rather than sit back on my chair and cringe about how unfair the world was.
  5. Patience & Silent strength – From my mother, I learned that good things come, not only if you work hard for them, but also if you wait for them. She taught me the power of resilience. The ability to face every situation with grace and poise. A virtue that’s becoming more and more respected in the boardroom.

Ma remains, and will remain my most important pillar of strength. Because in her little actions lay principles and values I’m certain no degree could ever teach me. And even though I don’t say this enough, I am indebted and thoroughly grateful to her. In the ultimate analysis, all I can say is ‘Thank You Ma’.

 

Focus on voice, the brand will follow

Focus on your personal brand, says every article related to any aspect of career change, or job hunt. Think about what makes you unique. Justify how what you’ve done so far demonstrates what your personal brand is. 

And as a marketing student, I must take even more attention here. On building, displaying and marketing myself as a successful ‘brand’. For the caveat is that I can’t sell products, when I can’t sell myself.

Yet, to an extent, my personal instinct on this is that we’ve started focusing so much on what we want to be seen as, that we’ve almost forgotten who we actually are. Being a personal brand is fine when the amount of dissonance (the difference between what you are and what you think you are) is almost negligible. But when you’re thinking brand first, you’re almost putting yourself at the risk of being individual second. When the only agenda of your brand is to drive your audience’s perception of yourself in a certain manner, I believe we’re putting our authenticity at risk.

To me, this article by Sheryl Sandberg perfectly sums up the solution to the problem at hand. Focus on being a voice, not a brand.

There are innumerable definitions of what the term brand implies . Some say its what they talk about your when you’re not in the room. Some say its a set of associations. Some even go on to call it a ‘promise kept’. And  I understand that the idea synthesis of people being brands comes from the ideology that as people, we too have tangible and intangible values attached to us. And these are what drive our equity, and define our uniqueness when we’re pitching ourselves amongst a crowd of people who are similar to us in terms of academic and/or professional background.

But then, we’re people, we’re not objects. Or products. Objects don’t speak for themselves. Marketers give those products  their persona through a combination of marketing activities, strategies and messaging. But as people, we are our own personas. Our activities, and actions  demonstrate who we are. Even if we walk around with labels proclaiming us to be practitioners, evangelists and thought leaders on certain subjects. Paradoxically , what we do in the real world is who we are, not what we say we do. Because your audience is a co-owner of your brand. Your audience’s perception of you is what drives their opinion of you. Hence my personal thought is that we as living, breathing, walking-talking individuals need to be more than ‘brands’.

As individuals, what makes us different, is our own unique set of idiosyncraties, backgrounds and ‘secret sauce’ that we bring to the party. We’re all passionate about something. Or some things. And they are what makes us more ‘us’. And I personally am a big believer in the fact that everything you do has an impact on teaching you skills that can impact you personal or professional life. For instance, if like me, you’re very passionate about writing, I believe it allows you to be a better communicator at work. If you’re a sports player, it teaches you team spirit. And these are critical skills that no degree can ever teach you enough.  And these make up your individualistic, independent voice. What I also believe is that it is totally fine to let these passions evolve over time, what’s not okay is faking it.

When you’re passionate about something, it shows. When you show you’re passionate about something, that shows too. Think inside out. Begin with some deep rooted thinking inside yourself. Choose what are the things you’re going to put your time, resources and energy into, and don’t be afraid to talk about them. Make that your voice. And it is your voice, combined with other things that becomes your brand over time. Get your voice to align with your principles, values and mission. And the brand will automatically follow.

Why I became a marketer

Yes, I chose to become a marketer.

I became a marketer because I enjoy people. It fascinates me to think how people across race, ethnicities,cultures, communities, classes, genders and geographies feel, behave and react differently. Yet if you dig deep, you realize that human emotions are the same. Love, anger, joy and fear are felt by every single human being. And being able to address this similarity with dissimilitude is what I enjoy as a marketer.

I became a marketer, because I appreciate creativity. I firmly believe that there’s magic in picking up that boring can of soup and making it Andy Warhol-esque art, or in writing that jingle that in the years to come,will become an anthem, or in designing that logo which millions across the world will recognize immediately.

I became a marketer because I want to tell stories. Of real people, and their journeys, and challenges and experiences.

I became a marketer because I believe in the power of design. Great design speaks a million words. Whether its how something is packaged. Or presented. Or communicated.

I became a marketer because I believe nothing communicates like communication does. To people, by people, for people.

I became a marketer because strategy is my playground. Whether is planning channels of distribution, or customer segmentation, or media buying, I love integrating the strategic business element to my creative outlet.

I became a marketer because there’s Big Data, and loads of it. But my job doesn’t end at data collection, in fact, it begins at insight generation. When my real-time observations are backed by quantitative figures.

I became a marketer because I enjoy working with numbers. And tying them back to my strategic efforts.

I became a marketer because I want to harness the power of technology to create seamless, meaningful, interactive experiences for people.

I became a marketer, because I love it when people come back for more. And even more, when by sharing their experiences and stories, they become marketers themselves.

And all you thought I did, was sell products.