Being a strategist it's very important for you to get in the early nuances of the organization where you actually get your hands on the ground. It makes your life much easier when you start from scratch and get your problems solved easily on a daily basis. Also, you get connected with different people with different mindsets. Marketing and branding have transformed enormously in this digital age.
1. Tell us about your upbringing, background, and journey?
I come from a humble middle-class family, my father is a Senior most lawyer in the oldest city in the World Varanasi, and my mother is a homemaker. I am the youngest of 3 siblings. We studied in the only convent school in the city, my journey had lots of ups and downs which is common for anyone who is not from the highly-rated B-School.
2. What are the common challenges in your profession? How did you overcome them?
Anyone who climbs up the ladder from the lowest rank has a difference of opinion. Because he knows what is actually required in the market than to the one who just drops from the highly-rated B-School and thinks he knows everything. These are the common challenges everyone faces.
A simple way to overcome this is to start healthy communication.
3. Has being a strategist for over a decade changed your perspective towards problem-solving in life?
Being a strategist it's very important for you to get in the early nuances of the organization where you actually get your hands on the ground. It makes your life much easier when you start from scratch and get your problems solved easily on a daily basis. Also, you get connected with different people with different mindsets. Marketing and branding have transformed enormously in this digital age.
4. What major changes have you observed since you started working?
The internet has upended how consumers engage with brands. It is transforming the economics of marketing and making obsolete many of the function’s traditional strategies and structures. For marketers, the old way of doing business is unsustainable.
Marketing Experience (or MX) is the term we use to define a holistic brand experience that is associated with connecting and integrating contextual and imaginative use of data, information, analytics, algorithms, technologies with the softer but important aspects of what a brand stands for with respect to the equity of the brand.
The evolution of advertising has experienced some major milestones over the years, as it’s had to adapt and change to suit new mediums and audiences constantly. Most significantly, it’s become much more personalized throughout history. The one medium that’s had the biggest impact on the history of advertising and advertising personalization is the internet, and its ability to collect billions of data points on users.
5. What would be your advice to someone who is starting out in this field?
For any young student who wants to make a career in marketing my advice for them is to get the basics of marketing on the ground whether it's trade marketing/retail etc. You need to understand the dynamics of the product totally first, then comes the TG. understanding your TG Is utmost importance for you to launch your product in the market.
6. Do you think the strategy is something that can be taught? Or do you believe it comes from a naturally developed mindset?
Strategic thinking is more of a creative process. So, can strategic thinking be taught? Yes. More importantly, the key executives across business units, divisions, and departments need to strategically think for an organization to be successful.
7. What are your favorite books and why?
I really like Amish Tripathi’s books as those are based on mythological fictions, to name a few - Shiva Triology, Ramayana Series is a must-read.
Girindra Mohan, Head of Product, Management and Strategies, Emxcel Travel Solutions Pvt. Ltd.
Interviewed By: Nishad Kinhikar
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