About the author :
Sindhu Biswal ("Sindhu Biswal is currently working as a Growth Marketer at Filter Copy. On a mission to share the knowledge that's not in books and the internet, he runs a youtube channel where he shares some really cool videos on marketing and related trending topics and an Instagram account where he shares some quick doses of marketing from everyday incidents.")
The links to his channels are shared at the end of the interview.
MA: How was media management as a course in B-School? How much, do you feel, the academic curriculum and courses define one's career path?
Sindhu: I did my majors in Media Management to study Advertising, PR, Corporate Communications, and get an understanding of the media field. I am a 2017 pass out, and after that media evolved way faster with the OTT and content boom. So, I had to do a lot of unlearning and new stuff learning. I guess that's the only way. The world is changing faster.
Your majors are there to give you a perspective of the past and a slight hint of the present. But the future is coming way fast than you think. Hence, the kind of friends you make, the magazines and articles you read, and its frequency define your adaptability and sustainability.
Courses and academic curriculum are just to give you a perspective, but your first job and further career decision in your 1st 2 years will define a lot of your future career unless you make an industry and role shift later.
MA: How has been your journey like? How did make your way to where you are today?
Sindhu: My journey is like dreaming to become an Astronaut to now being a Marketing Professional! The travel story is from Cuttack to Noida to Mumbai. Btw, Cuttack is a small beautiful city in Odisha. :)
⚡At 14, I dreamt to be an astronaut but figured out I didn't have the superpowers to nail at Mathematics. Such a cool dream it was.
⚡At 18, I didn't go to college (mostly) and spent 11 hrs of my day at a music production house and learned how music is produced. Started songwriting and composing, eventually also started helping local musicians and bands to promote their music online.
⚡At 21, I took admission in a B-School (graduated with a Gold Medal), joined an incubator. Worked with 8 early age startups, helping them in creating marketing plans and that's how I was exposed to the startup ecosystem.
⚡At 22, I met a guy with an awesome idea and became one of the founding members at Dogether, a Facebook Start and NASSCOM selected startup and built the marketing and business development team from scratch from 1 member to 12 members.
Expanded the business from 1 city to 4 cities in India.
⚡At 23, I left Dogether and decided to work with larger teams, better products, and complex problems to solve.
⚡At 24, I contributed to the growth journey of Paytm Insider, promoting some of the largest events in India - ISL, PKL, T20, ODI, Brand Factory - Free Shopping Weekend, etc. Also, built and promoted a new business vertical - live interactive content from scratch.
⚡At 25, Currently playing an active role in the growth acceleration of Pocket Aces' digital media channels - FilterCopy, Dice Media, and Gobble.
Currently, I am also building and growing 2 new social media channels from scratch - Jambo (One of a kind desi Animation Channel), Nutshell (Non-fiction channel)
MA: What exactly is growth marketing? Can you tell us about your current job role?
Sindhu: Growth as a role and department is a silicon valley concept that got famous after Facebook and other big tech giants started this role in their companies.
The marketer inside the growth team is a T-shaped marketer with entrepreneurial instincts. In India, many startups and few MNCs have started developing Growth teams and it is very different than traditional marketing teams.
You must know digital marketing + behavior psychology + basic design understanding + solid copywriting + data analytics + product understanding, to be a part of a Growth Team.
And the above is also my roles and skillsets.
Currently, I handle digital marketing and distribution strategy of FilterCopy, Gobble, Dice Media, and also building and scaling distribution for 2 new channels of ours - Jambo and Nutshell.
MA: What are some qualities and skills necessary for someone who wants to excel in this field?
Sindhu: An entrepreneurial mindset is a must. At least, the field where I am in. Second, strong digital marketing and copywriting as skills with an understanding of behavioral psychology with data analytics.
MA: What message would you like to give to the budding managers? How can they make themselves industry ready?
Sindhu: Look at the markets, sense the future, and adapt fast. Digital Marketing is a super evolving field. The certification you will do on Google also gets expired in a year, which means the knowledge needs a faster upgrade.
Read daily, Network regularly, and be more human. Communication is changing rapidly, it is becoming more empathetic and the only you for you to become a great manager is to become more human and empathetic.
Rest skill will follow.
Youtube: https://m.youtube.com/channel/UCd9CmFqf_KE01jHV5uFEMnw
Instagram: https://www.instagram.com/sindhubiswalpro/
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