Marketing and Branding Strategist Interview

Tech marketing is a specialized field that involves not only promoting services online but also understanding complex customer needs and providing tailored, high-tech solutions.

Shalini Shrivastava, our next pathbreaker, works as Senior Manager Marketing Strategy and Branding at Pi DATACENTERS (Hyderabad), a leading datacenter firm that specializes in providing a range of services such as cloud computing, colocation, AI consulting, managed services, and disaster recovery.

Shalini talks to Shyam Krishnamurthy from The Interview Portal about her moment of reckoning that led her to transition from her initial role in the field of medical diagnostics to the marketing and branding side of things.

For students, once you find your niche, commit to it, work hard, then success will naturally follow. There are no shortcuts!

Shalini, can you share your background for our young readers? Born in the early 80s in Bokaro Steel City, where my father dedicated 40 years of service to the Steel Authority of India Limited (SAIL), I grew up in an environment shaped by the industrial heritage of the city. My schooling, from the late 80s until 2000, took place in a neighborhood school established by SAIL for the children of its employees. As a millennial, I was heavily influenced by societal expectations to pursue either a medical or engineering career-academic paths seen as the only viable options at the time. Under immense pressure, I prepared for medical entrance exams after completing my 12th grade, but deep down, I knew I was not fully committed.

I've always been opinionated and good at strategizing and planning, qualities I didn't recognize until later during my first master's in Life Sciences. Despite being creative and inclined to do something different, I ended up following the conventional path set by my parents, though one thing was certain: I didn't want to be confined to the traditional role of a homemaker. After finishing my 12th, I moved to Indore, Madhya Pradesh, to pursue a bachelor's degree in Life Sciences.

Afterward, driven by family expectations, I completed a master's and got my first job at a medical diagnostic kit manufacturing company in Surat, Gujarat. However, as soon as I started working, I realized my true passion lay in marketing and branding. After two years, I left the job to pursue an MBA, recognizing that it was the key to advancing my career in the direction I truly wanted.

What did you do for graduation/post graduation? I did my BSc in Microbiology from Davi Ahilya Bai Vishwa Vidyalaya followed by MSc in Microbiology.

I then completed my MBA in Marketing from ICFAI Business School. I also have a certification in Digital Marketing from Digital Vidya by Engaging Idea Pvt. Ltd. Additionally, I completed an Advanced Program in Marketing from IIM Calcutta.

What were some of the key influences that led you to such an unconventional career in Marketing and Branding? My English Teacher Mr. R Sharma was a key influencer in my journey. All the setbacks which made me feel helpless were also the drivers.

My first job gave me the power of earning, which further gave me confidence and a sense of independence that I could do whatever I wanted and I didn't need to ask anyone for money.

How did you plan the steps to get into the career you wanted? Tell us about your career path. My career path was not linear, and for the longest time, it felt like I was navigating without a clear sense of direction. Initially, I followed the conventional route that was expected of me. After completing my 12th grade, I pursued a bachelor's and then a master's degree in Life Sciences, mainly due to family pressure. I even secured a job in a medical diagnostic kit manufacturing company in Surat, Gujarat, thinking that this was the natural course of action after completing my education.

However, during those two years of working, I had a moment of reckoning. I realized that while I had followed the conventional academic path, my real interests lay elsewhere. My job exposed me to various business functions, and I found myself particularly drawn to the marketing and branding side of things. This was the space where I felt my creativity and strategic thinking could really thrive. It was also the first time I felt a strong sense of clarity about what I wanted to pursue.

I knew that to make this transition, I needed a formal education in business, especially in marketing, to truly excel. So, I made the decision to leave my job and pursue an MBA. This step was crucial in my career transition because it allowed me to build a strong foundation in marketing and gave me the tools to break into the field that I had come to realize was my true passion. My journey wasn't just about moving from one career to another-it was about finally aligning my career with my strengths and passions.

After completing my MBA, I transitioned back to the corporate world as a Business Development Associate. This role gave me the opportunity to not only re-enter the business landscape but also understand the intricacies of business operations on a global scale, particularly in the European region. From learning about diverse business models to pitching our firm's services, I gained a wealth of experience. It was during this period that I truly grasped how impactful marketing and branding can be in driving a company's success. This experience laid a solid foundation for my future career in marketing.

After gaining valuable experience in the corporate world, I switched to freelancing to explore my capabilities and push myself outside the boundaries of a typical 9-to-5 role. I wanted the flexibility and freedom to work on diverse projects and see how well I could handle responsibilities independently. However, freelancing turned out to be a much bigger challenge than I anticipated. Without the structure and support of a team, I struggled to manage my workload and build a steady client base, leading to measurable failure in my freelancing endeavors.

Freelancing was very different from my previous roles. While I had the autonomy I sought, I quickly realized how much I relied on the systems, processes, and teams in a corporate environment. It taught me how crucial self-discipline, marketing, and networking are in freelance work, and it gave me a new perspective on the effort it takes to manage every aspect of a business.

During this period, I handled various verticals, including business development, marketing strategy, and branding, but without the right framework, my approach lacked consistency, and I ultimately decided to pivot back to a more structured environment.

Each internship or job gave me the next clue about what to do and if I took this step what would be my fate. It's always important to keep breathing and have a "don't give up" approach. Living a mediocre life is not worth it, excel in whatever you choose. Leave the trail wherever you go. It's really very important to be financially independent.

How did you get your first break? My first initial break was through campus selection.

What were some of the challenges you faced? How did you address them? Challenge 1: First ever job, where I was lacking practical industry knowledge; addressed it by sticking to defined protocol and following senior colleagues and learning constantly.

Challenge 2: Language Barrier - I was in a non-Hindi speaking state. It was challenging to work with the older senior crowd as they were less accepting. I made my place in their day-to-day life through honesty, integrity, and hard work.

Challenge 3: Preparing myself for further studies by taking out time after work. I learned time management and dedicated time after my job and daily chores for studies every day, and after two years, I got selected.

Where do you work now? What problems do you solve? I work for Pi Datacenters, Hyderabad.

Pi Datacenters, as the name suggests, is a leading datacenter firm that specializes in providing a range of services such as cloud computing, colocation, AI consulting, managed services, and disaster recovery. The business model revolves around offering high-end data infrastructure solutions to enterprises, enabling them to scale and optimize their digital operations securely.

At Pi Datacenters, I lead the marketing and branding portfolio, addressing business problems by strategically positioning our services to meet market demands. I focus on building the brand's presence and highlighting its capabilities to potential customers, which include businesses from industries like IT, BFSI, healthcare, and more.

The customers are enterprises looking for reliable data infrastructure, cloud solutions, and managed services. While digital marketing is a significant part of our strategy, it goes beyond just that. Tech marketing is a specialized field that involves not only promoting services online but also understanding complex customer needs and providing tailored, high-tech solutions. For example, marketing our cloud solutions involves explaining how businesses can securely scale operations, improve disaster recovery plans, or enable AI-driven innovation through our platforms.

What skills are needed in your role? How did you acquire the skills? Analytics & Management skills. I acquired skills through practical implementation of what was learned during studies.

What's a typical day like? Typical day is busy analyzing data for the work already done and planning and its execution accordingly.

What is it you love about this job? Ability to innovate, test, and re-innovate strategies.

How does your work benefit society . click apply for full job details