Harsha Oberoi, Associate Director - Digital Marketing, Pivotroots. speaks to BF FIROS, Associate Editor, AdgullyThe key to becoming a unicorn talent in the digital marketing industry is to be knowledgeable, adaptable, and always willing to learn and grow, says Harsha As the world celebrates Women's Day today, Harsha speaks to adgully.me about the challenges as a woman leader, important digital marketing skills, the future of digital marketing, the challenging project she has worked on, the way she stays up-to-date with the latest trends, and gender-based stereotypes. In today's digital age, says Harsha, the demand for full-stack digital marketers is on the rise. “With businesses competing in a highly saturated market, finding individuals who can wear multiple hats and possess a diverse set of skills has become crucial for success. To stand out in the industry, it is important to do your research, stay informed on industry news, and continuously develop your skills,” she adds. Excerpts from the interview:As a successful woman in the digital marketing industry, what advice do you have for aspiring women in the UAE looking to advance in their careers?In today's digital age, the demand for full-stack digital marketers is on the rise. With businesses competing in a highly saturated market, finding individuals who can wear multiple hats and possess a diverse set of skills has become crucial for success. To stand out in the industry, it is important to do your research, stay informed on industry news, and continuously develop your skills.One way to stay ahead of the curve is by investing in your learning curve, continuously developing your skills can give you a competitive edge in the job market. Additionally, taking the initiative to be proactive can also set you apart from other candidates. This can mean taking on side projects or seeking out new opportunities for growth and development.All in all, the key to becoming a unicorn talent in the digital marketing industry is to be knowledgeable, adaptable, and always willing to learn and grow. By staying on top of industry trends and continuously developing your skills, you can position yourself as a valuable asset to any business.Can you share with us a challenging project you worked on, and how you overcame obstacles, if any, you faced during the process?Sure. Although each business comes with its own challenges, one of the cases to remember was with a well-known global credit card player in the market. The key challenge was to reach the right audience for their range of cards offered and reduce the overlaps between these audiences while increasing credit card purchases in the region.We initiated our go-to-market strategy with market penetration and growth opportunities; we tapped into the audience understanding and micro-segmentation for each product offered within the target market.Prioritization of the market and audience was the first step. This was further enhanced with competition analysis and seasonality uplift at the granular level. The change in audience mix based on trends and seasonality was the highlight, and the communication was also tailored to increase sales.To avoid any potential spillage, the planning details were meticulous. The results were astounding, with a 60% increase in brand SOV and a 50% increase in conversions. We followed a comprehensive and continuous research-insight-plan approach with a full-stack team structure as a process, but we were also ready for the agility to bring in the effectiveness from trends.How do you stay up-to-date with the latest trends and changes in the digital marketing landscape, and how do you incorporate these insights into your work?Staying up-to-date with the latest trends and industry landscape is the key to growth in the ever-evolving digital marketing industry. Being a regular at reading industry news, use cases and knowing the beta products of the marketing industry with their possible outcomes across the globe definitely gives you an upper hand.A good strategy is to thoroughly understand the company and its objectives before developing strategic business development plans that incorporate the most relevant industry trends, leading to result-driven campaigns. Not every new trend would be a good match and you will have to make hard choices at times.I strongly recommend a B-I-T-E approach for most of my clients. BITE stands for laying down your core Business KPIs to build Insight-driven strategy further bringing in well-researched Trend-fits and finally driving Effective Planning. At the same time, regular discussions and brainstorming with your marketing and data teams are equally important and helpful in checking on any blind spots. Regularly check-in your brand uplifts, audience mix change, and media landscape change for positive outcomes.What do you believe are some of the most important skills for a digital marketer to have, and how have you developed and honed these skills over your career?Honestly, as a digital marketer, you play many roles and each of them are actually markedly different from one another. While the list is long, personally, I believe in five key skills: a. staying on top of your campaign's data and insights,b. paying close attention to details,c. having a firm grasp of the business, market, and competitors,d. being open to seeking input from others to identify any blind spotse. striving for growth and learning.In my career, I have shouldered different responsibilities for different businesses, and it was in my early years that I started picking up these skills. Thanks to the diverse clientele base and the exposure that PivotRoots has been able to provide, I have grown and am able to function strongly with these skill-sets to deliver a difference and bring positive growth to the businesses I have worked with.Adapt, unlearn, learn, and grow is the mantra!How do you ensure that your team remains motivated and engaged in their work, and what steps do you take to foster a positive and collaborative team culture?To be honest, it is equally essential to work as a team player while being a leader. This helps motivate your team by bringing in the feeling of belongingness and being heard. Providing them with the opportunity to speak up, share their opinions, and work in a team environment where there is collaboration is essential.As an effective step, I have always encouraged giving co-workers and team members room to work. Appreciations and healthy discussions boost their engagements in their day-to-day work. Besides, a healthy encouragement to push them for a balanced work-life has their heart in what they do. As a good leader though, one must have their decisions backed by clear logic while delivering thoughtful criticism when necessary, and being open-minded is very important.What do you see as the future of digital marketing, especially in the UAE, and how do you believe marketers can prepare for and adapt to these changes?Digital marketing as an industry is growing exponentially across the globe, and the UAE is no different. It is a visionary acceleration that all marketers are witnessing today in the industry within the country. The pandemic has strongly accelerated the growth of the digital ecosystem, and the industry is set to mark new records with digital investments taking about 70% of the share by 2026, with total marketing spends and growth CAGR of about 30% in the next five years.Mobile will account for roughly 90% of SOV, with audience expectations constantly changing. Marketers will need to up their game as they are now competing with the last best experience their user has had and not just another business or a product or service. Tech innovations will drive effective results and planning, and marketers must be able to apply and scale innovations to boost their business growth.Have you faced any challenges as a woman leader in an otherwise male-dominated domain? If so, how have you overcome these challenges?Honestly, it has always been comparatively harder for women to gain their seat at the table. It truly depends on the organisation, and there are still a few stereotypical companies out there, staffed by women but the leadership is always led by men at the top management positions. However, the times are changing, and we are seeing more women in positions of power. The change is visible, especially in young and dynamic companies.Luckily, as part of PivotRoots, a highly dynamic and young company that truly believes in women's growth and leadership and values their experience, thoughts, and capabilities, workplace stereotypes are something that I haven't come across. We have 50% of our leadership team driven by women, and I believe this in itself is a big example to many companies out there!Despite all the hype about gender-neutrality, gender-based stereotypes are deeply ingrained in societies transcending geographical boundaries. How pervasive such stereotypes are in the media industry? How do you think such stereotypes can be dealt with?Well, there are still gender stereotypes at play in many workplaces, primarily promoting men's growth in taking the lead while women are only allowed to take care of the team and remain a team player. This puts women in a difficult position.Moreover, men generally don’t get the struggle that women go through at times in order to be successful in business and life. Companies need to staff capable and prepared women and have faith in their talent. Offering equal pay and benefits and growth opportunities is surely weaving the way for organisational growth in the coming days. While professional women need to have each other’s backs, be cognizant of our interactions with each other, and allow our greatness to shine. After all – Together We Are Stronger.
