Veetika Deoras
COO- Digital Vertical
Vice President- Brand Marketing and Corporate Communication
What makes a good marketer?
Marketing lies at the intersection of internal objectives and external needs and dynamics.
Besides the typical skills sets, a good marketer is a true custodian of the brand and the beacon that guides and aligns internal actions to the external promise. A good marketer must have a deep understanding of the customer and the competition, and be the external voice, inside. He/she must be able to intelligently translate them into relevant trends and insights and effectively percolate the same internally across all key relevant teams. In today’s era, he/she must also have a deep understanding of technology and data.
3 things you do to prepare for a meeting?
The first and foremost is to craft the agenda clearly and confirm that it’s understood and accepted by all the attendees. Second would be to view the profiles of the key attendees to understand them better. Third would be to well-verse oneself with the topic of discussion. I am adding a ‘softer’ fourth – i.e. to enter each meeting with an open mind.
3 things you look for when you hire a person?
Commitment, Competency and Honesty.
Where do you think Marketing is headed?
I think marketing needs to redefine itself to fully capitalize on the significance that can potentially be transmitted to the marketers. Today, like never before a Company needs to adopt a Customer-centric approach, have Open Communication and develop the Ability to handle ambiguity and constant change – all of which are traits that marketers have aplenty, and hence the basics are in place. However what they need to do to redefine themselves is to embrace technology and step out of their comfort zones to tap larger opportunities.
What would you say to someone who aspires to be in marketing?
Marketing is as much a science, as an art. Always think from your heart and use your mind to ratify or drop your hypotheses. Intuition-led fact-based decision making, clarity of thought process, brave innovative thinking and meandering through constant changes are skill sets that are becoming critical for a marketer.
What are a few activities you do at your leisure?
Travel! I am a complete travel buff. If not travelling, I try and play an outdoor sport. Or else I like to sit in a quiet corner and read or listen to some good music.
Do you love/ hate data?
I completely love data! Data has the power to reinforce our assumptions or correct them, and consequently prevent us from making mistakes. Data also tells great stories, provided we know what data to look at and how to read and interpret it.
One app that you cannot do without?
WhatsApp! And my grocery app.
Profile:
Veetika leads two key portfolios at Tata Capital – Digital Business and Brand Marketing. As the Chief Operating Officer (COO) for the Digital vertical, she is entrusted with the responsibility of the establishment and operations of the vertical as a profit centre, cutting across all the retail products and services. Additionally, she also oversees Internal Communication and drives the Public & Media relations strategy and function. Veetika has been working in the Tata Group for the last 13 years. She is a Fulbright Fellowship Programme scholar, and has attended executive programmes at the Carnegie Mellon University, and by the University of Michigan, NYU Stern School of Business and University of Cambridge. Her interests include – sports, travelling and reading.
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