Sept. 17, 2024
Marketing, Mentorship, Mental Health Advocacy: Sumedha Mahajan's Journey to creating lasting impact
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What happens when an engineering graduate sets her sights on becoming a top marketer? Meet Sumedha Mahajan who shares her incredible journey from aspiring IAS officer to marketing leader.
Sumedha Mahajan is a seasoned marketer, with a passion for brand stories and growth experiments. Currently at the helm as the Head of Marketing, India for Ampverse DMI, she's scripting the next big chapter for Esports in India. She has worked and built marketing campaigns at some of the biggest brands like Paytm and MPL. Between scaling partnerships with the biggest brands, running BTL campaigns in Tier 2 cities, launching and marketing the Indian cricket Team Jersey, launching one of India's biggest Gaming IP , she's worked across channels, audience & scale.
Her interest in Psychology & Public Policy inspired her to study both and implement the learning in her work.
When not busy approving memes at work, she mentors at GrowthX and consults early stage startups. Off work, she is a voracious reader, mental health advocate and foodie.
Influenced by her grandfather, a freedom fighter and storyteller, Sumedha took bold steps that led her to the marketing world. Her story is brimming with inspiration, from her career choices to her dedication to mentoring and advocating for mental health.
Throughout this episode, we uncover Sumedha's strategies for navigating the dynamic marketing landscape. She emphasizes the importance of stepping out of comfort zones, the power of multi-channel strategies, and the crucial role of supportive networks. Her candid discussion on overcoming challenges and building confidence, particularly for women in leadership roles, offers valuable insights. Sumedha's personal anecdotes on imposter syndrome and resilience create a relatable narrative for anyone striving to achieve professional growth.
Sumedha also opens up about her passion projects, especially her work in mental health advocacy. From volunteering with Life Possible to participating in global conferences like Unleash and Unite 2030, she is committed to making a social impact. Her journey of leadership, mentorship, and culinary adventures paints a vivid picture of a life dedicated to personal and professional growth. Tune in to hear Sumedha's rich tapestry of experiences and learn how you can apply her wisdom to your own career and personal development.
Currently at the helm as the Head of Marketing, India for Ampverse DMI, she's scripting the next big chapter for Esports in India.She has worked and built marketing campaigns at some of the biggest brands like Paytm and MPL.Between scaling partnerships with the biggest brands, running BTL campaigns in Tier 2 cities, launching and marketing the Indian cricket Team Jersey, launching one of India's biggest Gaming IP , she's worked across channels, audience & scale.
Her interest in Psychology & Public Policy inspired her to study both and implement the learning in her work.
When not busy approving memes at work, she mentors at GrowthX and consults early stage startups. Off work, she is a voracious reader, mental health advocate and foodie.
#powerwomen #womeninleadership #womenempoweringwomen #diversity #diversityandinclusion #equalopportunities #leadership #leadershiplessons #career #opportunity #leader #globalleader #interview
https://unlimitedseating.com
00:04 - Empowering Female Leaders Through Conversations
08:33 - Navigating Opportunities in Marketing
15:34 - Overcoming Challenges and Building Confidence
19:45 - Navigating Career and Self-Discovery
26:54 - Exploring Mental Health Passion Projects
32:56 - Making Impact Through Leadership and Mentorship
WEBVTT
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Hi and thank you for giving your time to Unlimited Seating.
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I'm your host, sunila Samuel.
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Every episode, we bring to you a role model who shares her journey in an easy-flowing, candid conversation.
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We talk about early childhood influences, career choices and how they've navigated through biases and life in general to get to where they are at today.
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Through these conversations, unlimited Seating aims to inspire, educate and build a community that promotes and celebrates inclusion and diversity in a world where female leaders are still an exception and not the norm.
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Hey everyone, hello and welcome to another episode of Unlimited Seating.
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Another episode, another amazing guest.
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I'm so happy to have with me here today Sumedha Mahajan.
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Sumedha is Head of Marketing India at Ampliverse DMI.
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Sumedha is a true blue marketer, skilled in growth and go-to-market strategy, having worked and led large-scale campaigns, including launching the Indian cricket team jersey.
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Prior to this, she has worked at startups like MPL and Paytm.
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Beyond work, sumedha is a mentor at GrowthX, where she mentors young marketers and consults with startups.
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She is also a mental health advocate, a writer and a foodie, as well as a voracious reader.
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Sumeda, I'm so happy you could make the time to be with us here today on Unlimited Seating.
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Thank you so much.
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Thank you so much.
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It's an absolute pleasure and privilege to be here.
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I absolutely love what you're doing and I have to say this on record I love the name Unlimited Seating.
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It's so apt and stands for everything I think all of us believe in.
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Thank you so much for having me.
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Absolutely.
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I am so excited to dig more and learn about your journey.
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I think it's going to be very interesting for me and all our listeners and viewers.
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Sumit, what I said is true, right, your profile reads like a true blue marketer's profile.
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For me, that's your passion.
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You say you build brands, so that's what I think you are really passionate about.
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I want to maybe take you back to the start, because I don't know how somebody would have started their career saying I want to be a marketer.
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You're right, I didn't, I didn't.
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So let's go back Flashback in a true marketer style.
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Let me tell you a story.
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So this is, of course, the 90s and this is India, and if you don't have the kind of exposure in terms of career that you have today, right.
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So there are certain conventional fields engineering, medical commerce that you think you can get into, and I think one thing led to another.
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I knew what I didn't want to do.
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I knew I wasn't cut out to be a doctor.
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Got into engineering best years of my life all of that got into a job.
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I think marketing was nowhere on the radar till now, not as a concept, like not as a career.
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At this point, I always wanted to be an IAS officer.
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Yeah, that's how I think I like there was this whole angle of having a social impact and the 18 year old me thought that if you can be an IAS, that's how you can make a social impact and I didn't know any other ways.
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Then cut to being in a coding job, which I was decent at, but I think I during that time, I realized that I wasn't really enjoying this, and that's when I started looking around what people are doing, and this was the era when either people were doing their gmats or sitting for their cats and I'm gonna be very honest here, it could be a life, I say, and that's how I found my calling.
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I did.
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I again took a road very much traveled by a lot of people.
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I think I just realized in those two years and I don't regret those two years of my coding job, because I realized I liked processes a lot, I liked anything that was being launched, even if it was like a coding thing.
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But if there was a launch, if there was something involving people, and I started figuring what is the intersection of this.
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Mind you, the social impact story is still running in the background.
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But right now I have a career to figure and I think that's how, after talking to people, I 50 to 60 percent thought marketing, not even marketing.
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I think it was management.
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That might be the way and that's how I got into Narasimhanji.
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And after you get into a good college, I think the exposure of the alum network, the guest lecturers that come in, made me understand marketing and that's how it got in.
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But if I be very honest, it's in the last, now eight years of doing this that I realize that when I was a kid I didn't know the word marketing, but I was always doing this.
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I loved stories, I loved telling stories and I always loved hearing stories.
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I always loved following advertisements and I think all of it has come together when I was in my.
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So the skill set, the passion, the interest, writing all of it came together and started working and then I think by the end of my couple of years into marketing, I knew that I always wanted this.
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I didn't just know the name.
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And you're saying how you always love stories.
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I don't know if you were telling a lot of stories to your parents.
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You're saying how you always love stories.
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I don't know if you were telling a lot of stories to your parents.
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And I think.
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One more thing I want to say here I am very inspired by my grandfather.
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He's no more now but like he was my role model and he was a freedom fighter, and I've said this in all my conversations, all my interviews that he has been my role model and he loved telling stories and he was a freedom fighter, fighter.
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So he had a lot of stories and I think I always felt that stories have a lot of impact.
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He taught me that tell stories because your voice, your narrative can make a difference.
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That's the place he came from and I want to say, combined with the skill set, exposure, learning that I had, I think back of my mind, I always knew, in some form or the other, I am going to tell stories, whether it's's through my writing, whether it's now that I'm doing, through marketing, telling brand stories.
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I always knew that I love telling stories.
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I'm tying that as well to your need to have a social impact, because there's definitely an emotional connect when it tells stories.
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Just come from there.
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Yes, it does.
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Great, so coding.
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How did you make that move?
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You realized?
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Great, so coding.
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How did you make that move?
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You realize that, okay, now you want to try something new.
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You're tying it with all things that you like.
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How did you then make that move?
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Did your masters Did it then like, was it just organic from there?
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Thoughts are best connected backwards, right?
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I think had someone asked me then I would have a different answer.
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But I think when I was doing my tech techie job right, I think, like I said, I started reading a lot, talking to people.
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I used to read a lot of Quora and Reddit threads to understand what people are doing in this field and I've always learned from people's experience.
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So once I went into my master's, I did a master's in business administration from Narasimhanji Mumbai, so when I went there, I spoke to a lot of people.
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I was particularly very impressed and intrigued by guest speakers who would come, because the real world learning is the best right, and I think I started connecting dots.
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I started understanding that because within an MBA also, there are multiple options you can choose.
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You can choose to be in strategy.
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You can choose to be in finance, which I was never very good at.
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You can choose to be in ops.
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You can choose to be in multiple things right.
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I think real world experiences of people made me realize that this is.
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I won't even say exactly where I am.
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It's been an ongoing journey.
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I'm still figuring a lot of things, but meanwhile I need to be at the intersection of process and people.
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I need somewhere where there's a lot of conversations.
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I'm not someone who can just sit with a laptop all day and crunch numbers like a data analyst which is a wonderful job that I respect, but just not for me.
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I started working on my strengths and weakness and I realized I'm good with people.
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I'm good with conversations.
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I'm good with presenting things.
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I'm good with strategizing, and I realized that probably, like I said, I'm not very good with presenting things.
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I'm good with strategizing, and I realized that probably, like I said, I'm not very good with just put me in a corner and give me work and then don't disturb me for five days.
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I thrive on energy.
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So I think I just started putting all that together and something or other came along.
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Would be a lie to say I have a Eureka moment today.
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I didn't.
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I figured along the way.
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So you finally figured out, you get a start, you start your marketing career, so to say.
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Was it everything that you thought it would be, or that you were expecting it to be, or did you make it your own?
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I made it my own.
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I think that's a very interesting question.
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I hadn't ever thought about it, but the moment you said it I knew it.
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I think a lot of people think of marketing as oh my god, you have to make tv ads and you do like I don't know, just write copies, and I think it's so much more than that and I think even I realized that.
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So, within marketing, as you mentioned in my introduction, I've done everything from partnerships to btl to atl to experiential marketing.
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I love multi-channel marketing, right.
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So I think brand, I think a digital social, I think eventually, over a period of time, I realized, even within that, what is it that I enjoy the most?
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I don't think I'm a very conventional marketer.
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I like to figure things.
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I like to develop my own non-conventional paths when it comes to things, right, even if it doesn't have a name.
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I don't like just working out of the box, right.
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Like digital marketer, I'll just do this.
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I am also a media marketer.
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I'll just do that.
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I think I always like that, covering that bridge between different channels, and that is why I've always said that I'm a marketing generalist, though I come from brand.
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But I think I've always said I'm marketing generous.
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I love trying new channels.
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I am always looking out for there's so much.
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For example, I recently learned snapchat advertising.
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I didn't grow up doing that, but if you have to market to Gen Z, yeah, they are on snapchat more than Instagram.
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And if you go on snapchat website, they actually have certifications on advertising there and stuff.
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Yeah, because it's a advertising and monetization platform now.
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So I think I've made it my own and I genuinely don't know where I'll be, what I'll be doing it within marketing in the next three, four years okay and you obviously you've moved between roles, between organizations.
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Give us a flavor of how happened.
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What are some of the?
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Did you do that consciously?
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Was it people pulling you?
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Maybe give us like, because that would, that's good advice or tips for somebody who's trying to grow within marketing and can be within any field really.
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But how did you make those moves?
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Were they very strategic?
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Did you actually think about it?
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I think the first thing I would answer with the advice bit.
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I think my advice now to anyone within marketing or business or any career space looking out is if it's scaring, you do it.
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I think I'll be very honest.
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I think every move I've made I've been very scared, like I can say this on record now.
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I don't think I had it all figured out.
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I don't think it was strategic in the sense that I had it very figured out.
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I don't want to pretend to do that, but I think I knew one thing that growth does come out of comfort.
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It has really been rewarding every time I've taken that jump.
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So let me give an example.
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When I was at Paytm it was close to four years and I was like it gets very comforting right.
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It was a job college and then you're like you've been there and you've seen it was the COVID years, just post demon, and I think it was extremely scary.
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I also moved cities at that time because you're like if I keep growing here, I know the path.
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After two years you become this, the next job.
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A friend called, referred me for this job, the for my MPL job, and then they called and I was like it was a smaller startup at that point.
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Mpl was smaller startup than Paytm at that point and I felt that am I leaving something very comforting and I think that has made all the difference in my life.
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I can never thank myself enough if I go back to go out because I think that I might have grown but I would have never known what is beyond all these multi-channel marketing that I'm speaking about.
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I would keep doing the same things.
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I would keep talking to the same people.
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So I wouldn't say it's strategic in terms of, okay, now I'm x numbers of years, x number of package.
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No, I think it was strategic only from a point of view that if something is coming my way both these jobs have been referenced are coming my way, is coming my way, and I find it exciting but scary, I'll do it.
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You have to find it exciting also.
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I won't say just be scared and do it.
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You have to be excited by the problem statement.
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But I will not be here just because it's comfortable.
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It takes a village.
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Honestly, I want to emphasize on that.
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It takes a village.
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It has taken my friends to like having I'm an overthinker, so having those conversations about because I think you need to to and I think over a period of time I've realized it's more about accepting what you're willing to give up.
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If after four years, I'm 100, giving up a very cushioned, seasoned path, yeah, but higher risk and higher rewards, right.
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So I think it takes a village to give you that confidence, to give you that comfort to people, your mentors, who you look up to, people who are your friends, who pacify you and, as women, even more, because this and the reason we're all here there's so less, unfortunately, uh, female I don't want to say role models, but leaders and people in leadership, mid to senior leadership that you can talk to about, because there's so much happening at this stage in your life, right, otherwise also.
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So I think it takes a village and I really want to talk about that because I think it is not 100 always professional.
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It is also influenced by what's happening in your life, right, otherwise also.
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So I think it takes a village and I really want to talk about that because I think it is not 100 always professional.
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It is also influenced by what's happening in your life personally yeah, maybe digging a little more into that.
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So I don't have much experience in the marketing space, but when I think about marketing and maybe, I don't know, the india market is different from, say, the us or so but what I'm picturing is very type A people working in the marketing space.
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And for you, how did you find it getting into marketing and growing and rising through the ranks?
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You worked on big campaigns before.
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I guess what I'm trying to understand is how much of it is you saying that, hey, you want to be a part of it and you want to do something, because these are very high visibility campaigns.
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Right, something goes wrong.
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There's a lot of money that's spent on it and it's out there in the public.
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So how did you put yourself forward for these opportunities?
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I used to.
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I haven't for a while taken used to take sessions for women on negotiation skills, because there's proven data and enough research to show that women are extremely apprehensive and I hate to use this word but bad at negotiation.
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They don't ask for what they want, I think, without realizing it.
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Now, when I look back, I got these opportunities because I asked for them.
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For example, you spoke about the Indian cricket team jersey launch, which was a very high visibility campaign.
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We had multiple teams within MPL.
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I don't I think this rule.
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This came to me because I was.
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I was on the table.
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I literally raised my hand and I mean it literally and said let's do this.
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And we did the first launch in Dubai, at Burj, and I think the second year also, and then, because it was a smaller team there, and I think you have to ask for it, you have to be confident you weigh right.
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It's not a linear field, right?
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Yes, type A people.
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I would say, yes, there is a certain skew, but I wouldn't say I've only met those kind of people.
00:15:01.164 --> 00:15:09.034
But I think all the opportunities that have come to me is literally me raising my hands 90% of time, and 10% of the times I will give credit where it's due.
00:15:09.034 --> 00:15:13.725
People pushing me, edging me go raise your hand, you can do it right.
00:15:13.725 --> 00:15:19.269
The second year, when I did the jersey launch, for example, it was people saying that so what are you planning for the launch this year?
00:15:19.269 --> 00:15:21.423
I was like what are you planning?
00:15:21.423 --> 00:15:22.485
What is Sumit?
00:15:22.485 --> 00:15:24.489
So three things I would say.
00:15:24.489 --> 00:15:25.770
How did I navigate this?
00:15:25.770 --> 00:15:28.383
How did I get those opportunities?
00:15:28.383 --> 00:15:33.763
Using smaller opportunities as a learning experience and building blocks?
00:15:34.245 --> 00:15:35.551
I don't think anything's good or bad.
00:15:35.551 --> 00:15:37.700
You can't always have the best of campaigns.
00:15:37.700 --> 00:15:39.664
There are some boring days with boring campaigns.
00:15:39.664 --> 00:15:40.729
Let's be honest about it.
00:15:40.729 --> 00:15:45.509
There are days when a job is a job, right, valuing them equally, second them equally.
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Second, like I said, asking for it.
00:15:46.772 --> 00:15:57.047
I cannot honestly, for any and every woman listening to me today, if there's one message I can honestly give, is would be this asking for it, not being scared, raising your hand.
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And third is having the right ecosystem that supports you.
00:16:00.610 --> 00:16:02.947
I genuinely believe I've said that before it helps.
00:16:02.947 --> 00:16:10.822
It takes a village, I think who can believe in you?
00:16:10.822 --> 00:16:11.904
And on days when you don't believe in yourself?
00:16:11.904 --> 00:16:13.548
Because, see the bigger campaigns, like you said, takes it takes.
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There's so much spotlight, there's so much pressure that you need people to remind you that you can do it.
00:16:18.903 --> 00:16:24.363
I don't want to sound like I genuinely want to be vulnerable here and say that there are moments when you doubt yourself.
00:16:24.363 --> 00:16:24.623
Right.
00:16:24.623 --> 00:16:30.274
Imp Imposter syndrome is real right and I've thankfully been confident enough to raise my hand.
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But I know that I've had days when I'm like did I get into something I can't handle?
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And I think it's been tough.
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It's been tough at times.
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It's not all been rosy.
00:16:39.658 --> 00:16:40.822
There have been mistakes.
00:16:40.822 --> 00:16:44.532
There have been moments where I've felt that, oh my God, what have I done.
00:16:44.532 --> 00:16:46.212
There have been things where I've felt that, oh my god, what have I done.
00:16:46.212 --> 00:16:47.774
There have been things where I have to own up for it's not.
00:16:47.774 --> 00:16:50.215
If you get the credit, you also get the big bats right.
00:16:50.215 --> 00:16:55.738
So I will say, through all of this, I remember that if they gave this to me, they believed in me.
00:16:55.738 --> 00:16:58.986
You have to believe in yourself at the end of the day.
00:17:00.412 --> 00:17:03.782
I totally agree and I think what you said about being vulnerable right.
00:17:03.782 --> 00:17:06.769
It's okay to sometimes say you're working on a big thing.
00:17:06.769 --> 00:17:19.122
You can also just rely on the people you trust to say, hey, I'm feeling nervous, give me a bit of a motivational speech or something, not to just hide it all the time that and it is beautiful.
00:17:19.343 --> 00:17:24.342
I think it's very underrated, both personally and professionally, with the right set of people, of course.
00:17:24.342 --> 00:17:33.890
But I want to share a trick here that I use, since you asked, like long ago and a friend of mine, he also mentioned this to me at one actually, women reteach only that we were doing.
00:17:33.890 --> 00:17:35.776
Make, now I do this.
00:17:35.776 --> 00:17:38.021
Make a compliment document.
00:17:38.021 --> 00:17:57.882
Okay, basically every time and this is, I think, more important for women because we are extremely hard on ourselves for reasons unknown, but I think every time someone gives you a compliment, whether it's your client, whether it's your boss, whether it's professionally also you probably want to do it personally, whether it's your team, whether it's an award you receive, whether it's a job well done you get that mail.
00:17:57.882 --> 00:18:01.089
Someone verbally said it, write it down and have that documented.
00:18:01.089 --> 00:18:01.912
Could be sticky notes.
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You want to personally write it somewhere.
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