Krishma Sood: As a South Asian Female, I've Always Had to Overcome Being a Different Face (Marketer, Cannes Young Lions Winner, 30U30 Australia)

Krishma Sood Interview

“That's truly changed how I approach branding - if the idea can't be understood in a 3-6 second video, it's probably dead before it's started!”

Q. You’ve built a career at the intersection of brand strategy, storytelling, and innovation. What sparked your love for marketing, and how has your cultural identity shaped the way you tell stories?

I've been privileged to spend over the last decade working around the world for several iconic brands! I have always loved the idea that marketers hold the power to shape perceptions, to tell stories and to inspire.

When you have an idea that you can pitch in under 90 seconds and people just "get it" you know you're on to something. The hard work is always in turning the idea (or concept) into a reality; whether that's a new campaign or a new product launch.

I have always loved the creative commerciality of marketing! They go hand in hand. You have to be creative to come up with new things and push boundaries. But you also have to be highly commercial and understand your way around businesses.

You have to be able to inspire and lead cross-functional teams, and collaborate with stakeholders and agency partners. I've always loved how multifaceted marketing is.

One day I'm worried about my pricing strategy and how that's impacting margins. The next day I'm perfecting the right print pantone shade of a packaging or point-of-sale design! This duality keeps me highly engaged.

As a South Asian female, I've always had to overcome being a "different voice or face" in a room. The nature of marketing as a career means that not too many South Asians enter into it. It's not really considered as a traditional "career path."

This has meant I've typically had to drive harder, achieve more and try to find pockets of success in different places. The way we tell stories comes from our own personal experiences and how we view the world, and .

Q. From Cannes Young Lions to Australia’s 30 under 30, your accolades span across countries and industries. Which moment, award, or milestone felt the most surreal—and why?

Genuinely it all feels very surreal, I often feel these types of accolades just find you while you're busy setting yourself continuous goals!

As a kid I always found people on "those 30u30 lists" so inspiring and I always looked up to them. I truly hope that there's a little girl like me feeling the same way! However, winning Cannes Young Lions will forever be a career high.

That was something I felt I had really manifested and representing Australia on a global stage felt like a real privilege. The experience itself in Cannes is something that I will cherish for a lifetime! 

From meeting Chrissy Tiegan and John Legend (to name a few), to having my own work judged by talented global creatives. I won’t even get into the fashion and the parties! It was absolutely incredible.

Q. Marketing, beauty, food, and fashion all require understanding desire, identity, and trends. What’s one consumer insight you’ve learned that changed the way you approach branding?

Inspiration, insights and spotting trends are at the heart of brand management. One insight that I've always held is that "consumers pay very little attention," so capturing someone's attention is critical to the success of any campaign or innovation. They have to connect with it fast. 

That's truly changed how I approach branding - if the idea can't be understood in a 3-6 second video, it's probably dead before it's started!

Q. You’ve lived and worked in Australia, Singapore, and beyond. How has being a global citizen shaped your approach to leadership and creativity?

Living and working abroad truly helps you understand diverse perspectives. And when you understand how people think, you're able to tailor your approach or message to cut-through!

That's what's really shaped me. My approach to leadership is to do my very best to understand how I can rally people behind ideas and make them feel truly integral to making it all happen!

To get the best out of teams, I've had to let go of how I might do something, and instead provide coaching, and a safe space for people to feel confident to perform at their very best! 

Admittedly, I've made so many mistakes along this path and I'm still learning each and every day! I hold myself and the teams that I work with to an exceptionally high standard, however that’s what get’s me out of bed each day and keeps me motivated; who wakes up thinking “I think I’ll just be mediocre today!”

Q. There’s a certain confidence and elegance in the way you blend tradition with trend. Where do you draw inspiration from when it comes to personal style and content creation?

You are so kind! I honestly draw inspiration from my own personal journey as an Indian-Australian girlie!

When I was younger, I never understood how beautiful my cultural background was. In fact, not embracing it really held me back from being my best self. There was a turning point (around 2015) where I feel like I embraced my true self which is a melting pot between my Indian heritage and being born and raised in Australia.

My wedding was also a turn-key moment in my life where I was able to dig deeper into Indian fashion, understanding the craftsmanship (the way I had previously only understood Luxury within a European context).

I like to draw inspiration for both my personal style and content from here! Whether I'm pairing a western gown with a piece of Indian jewellery, or donning a lehenga with European designer accessories, there's an absolute joy in representing one of the richest cultures of the world, that I'm really honoured to be part of!

I am also about to be a mom for the first time and I want my child to grow up seeing women embracing all facets of who they are!

Connect with Krishma on LinkedIn

Bio

Krishma Sood is an accomplished marketing professional with a strong background in brand strategy, innovation, and purpose-driven campaigns. With global experience across diverse industries and a Master's in Social Business from LSE, she is known for leading high-impact initiatives and earning recognition among top emerging leaders in marketing.

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Interviewed By Irene Elina Eldhose