"If marketing is the growth engine for the company, then the marketer is the captain."
This week, we are featuring Vasu Jakkal, VP, of Corporate Marketing at Brocade, where her role includes Global Brand, Communications, Marketing Strategy, Analytics and Operations. She is a passionate marketer who is fueled by strategy, team building and making an impact. Here, she shares with us some of the things she's learned during her career, and what she loves so much about being a marketer.
My favorite job is what I do today :) We live in an exponential world full of possibilities, and marketing's role as the growth engine of the company is more critical than ever. We get to be at that intersection of art and science, to understand markets and human beings, win hearts and minds (and $), tell amazing, personalized stories and drive demand and revenue for our businesses. And I get to do that every day at Brocade with an amazing team of people.
My first real job was in Chippewa Falls, Wisconsin at Cray Research, but that’s a story for another time over a glass of wine...
That would be my boss here at Brocade, Christine Heckart! Christine is a brilliant CMO, an outstanding business and people leader and one of my biggest heroes (and that's a high bar with the likes of Stephen Hawking, Gandhi, and Steve Jobs). She has taught me how having vision and driving business strategy are pivotal for becoming a marketing leader, how provocative and inspiring stories change the world, and that we should never forget the fun factor when creating a dynamic culture with engaged employees!
I can also relate to Christine on a different level - that of being a mum. As mums and marketers, we are constantly striving for perfection, and she taught me that we need to let that idea go. Sometimes, 'good enough' is best.
I have had many wonderful mentors in my life who have influenced me both professionally and personally. One of my heroes, in particular, is Abhi Talwalkar who had a profound impact on my career. He was the CEO of LSI Corporation when I was his Chief of Staff leading strategy and marketing initiatives. Abhi is an epitome of what it means to lead with heart and, as a result, is a brilliant leader and advisor.
A key inflection point at LSI for me was choosing between the General Manager or CMO role as my next step. It was the conversations with Abhi that played a key role in steering my career towards the CMO path, and he empowered me by giving me the opportunities to make that possible.
"Be the change you want to see in the world." - Gandhi
"Sometimes it is the people no one can imagine anything of who do the things no one can imagine.” - Alan Turing
Over the last five years, marketing has pivoted to playing an even more central role in driving growth for businesses. While the fundamentals of marketing haven't changed much, the way consumers understand the world around them, make choices and consume information has transformed dramatically. We have moved from an information age to a networking age and we now rely on the stories within these network orbits to make our selections.
Today, data and analytics give marketers access to intelligence that can help predict buyers and behaviors, and social media lets us create platforms, communities and reach which is exponential. We are expected to define and drive our brand purpose - have the vision and 'why' narrative so that customers, employees, partners and shareholders can understand the big picture and how we get there. We also bolster demand and deliver exceptional customer experiences. I can sum it up by saying modern marketing is at the junction of strategy and creativity like it's never been before - and it's truly an exciting time to be here!
Agility in responding to changing markets, businesses and trends and an understanding of the big picture and how to execute toward that.
As a change-agent CMO leading marketing to be a growth engine for the company, driving transformation and making magic happen with an amazing team and community!
Burrito or burger: Burrito
Central Park or Golden Gate Park: Golden Gate
Beach or mountains: Mountains
Snapchat or Instagram: Instagram
Pokémon Go or no? Oh, DEFINITELY Pokémon Go
"Ideas can come from unexpected places or random, totally unrelated discussions. Being open to change makes one a stronger marketer because change is all around us."
In this month's member feature, we catch up with Amy Beaver, Digital Marketing Director of Organifi, about her experiences as a start-up marketer.