Moving from a technical background in engineering to the creative and strategic world of digital marketing is a big leap no matter how you look at it !
Vaishali Easwaran, our next pathbreaker, Digital Marketer at Dolia Design, a digital marketing agency (UK), works with a diverse range of clients across industries, helping them drive their online marketing strategy based on data driven decisions !
Vaishali talks to Shyam Krishnamurthy from The Interview Portal about discovering the field of digital marketing while pursuing her love for writing and subsequently receiving a scholarship from the KEDGE Business School and a partial Charpak BCS scholarship from the French government for the program in digital marketing.
For students, don’t limit yourself to one area of expertise. Draw connections between seemingly unrelated fields. They can give you an edge in innovative thinking.
Vaishali, tell us what were your growing up years like?
I had a unique upbringing that was quite different from most. I grew up touring the globe, with my hometown being Pondicherry. By the time I completed my schooling, I had already changed around 10 schools! This constant movement exposed me to a variety of cultures and environments, which really helped shape my personality.
I was always surrounded by books from a very young age—my parents and relatives made sure of that. I started reading when I was almost two years old, and before I knew it, I had become a bookaholic! My father is an avid reader, and I definitely inherited that passion from him. On the other hand, my mother is very artistic, and I believe I took after her in that aspect as well. So, whether it was participating in cultural events, debates, write-ups or elocutions, you could always find my name on the list. I was naturally drawn to the more artistic and creative sides of life.
The experience of living in different places pushed me out of my comfort zone at a young age, helping me to become an ambivert. Over time, I realized that no matter what cultural background someone came from, speaking to them in their mother tongue instantly made them more open and comfortable with me. This sparked my interest in learning new languages.
I’ve gone on to learn multiple regional and international languages. Both my parents are multilingual too, so it’s always fun at home when we mix up languages in our conversations. I’m still learning and wouldn’t dare call myself a master in any of them, but that’s the beauty of life, isn’t it? There’s always more to learn.
Because of these experiences, I’ve always had a good way with people, and I knew early on that I wanted a career that would allow me to work closely with others. While medicine was a possibility, I knew that if I went down that path, it would be as a veterinarian because of my love for animals. But ultimately, the field of marketing caught my attention—especially because I’m an enthusiast for people wearing blazers! I thought it would be a better route to combine my love for interacting with people with a dynamic and creative career.
What did you do for graduation/post graduation?
I moved to Chennai to pursue my engineering degree in Electronics and Instrumentation Engineering (EIE) from Sri Sairam Engineering College. I initially considered following in my father’s footsteps by studying Mechanical Engineering, but I was drawn to EIE because of the exciting advancements in the field. I felt that this would open up many opportunities for me, and I was particularly intrigued by the potential to one day market instrumentation.
My decision to study EIE indeed opened many doors. Throughout my studies, I was fortunate to have extremely encouraging professors who supported me in exploring various aspects of the field. The highlight of my academic journey came during my final year when my teammates and I developed a project that was eventually patented. This achievement was a significant milestone for us and remains one of the proudest moments of my academic career.
After graduation, I decided not to follow the traditional route of campus placements. I wanted to explore a different path and was eager to gain hands-on experience in marketing through internships. However, life had other plans, and I ended up working as a project manager at a startup in Chennai. This role, which I hadn’t initially anticipated, turned out to be a blessing in disguise. It introduced me to the world of digital marketing, a field I quickly became passionate about.
In my third year of engineering, a friend encouraged me to pursue my love for writing. I got the opportunity to contribute to an anthology, and that experience marked the beginning of my journey as a writer. I soon found myself blogging regularly, connecting with like-minded individuals, and before long, I was writing full-time. I even managed to self-publish my own standalone fiction book.
The combination of my love for writing and my exposure to digital marketing led me to realize that content marketing was the ideal career path for me. It allowed me to merge my creative and analytical skills in a dynamic field.
About a year into my job, I started considering higher studies. I knew I wanted to study in Europe, with a particular interest in France—partly because of my connection to Pondicherry, which has a rich French heritage. I focused on finding a digital marketing program and discovered that KEDGE Business School offered an excellent curriculum. I applied and was fortunate to receive both a scholarship from the school and the partial Charpak BCS scholarship from the French government, which enabled me to pursue my dream.
What were some of the key influences that led you to such an offbeat, unconventional career in Digital Marketing?
The traits of my parents played a huge role in shaping who I am today. My father’s extensive travels around the world helped broaden my perspective and made me more adaptable, which is really important when dealing with new situations and embracing change.
My mother, on the other hand, had a natural ability to connect with people and make them feel at ease. Her talent for creating a welcoming atmosphere taught me the value of empathy and communication, skills that have been incredibly useful in both my personal life and professional career.
I’ve always felt a deep connection to marketing, and this conviction only grew stronger over time. A pivotal moment came when I began exploring writing. As my passion for digital marketing also grew, it became evident that content writing was the career path I was meant to follow.
Finally, the biggest contribution to who I am today has been the endless supply of books on my shelves, no matter where I lived. Growing up with so many books deeply influenced my love for reading and learning, which has been a foundation for everything I do now.
Tell us about your career path
With a clear goal in mind, I began researching educational institutions that offered specialized programs in digital marketing. I evaluated various schools based on their curriculum, faculty expertise, and industry connections. I chose KEDGE Business School in Marseille for its strong reputation in digital marketing and its international exposure, which was aligned with my interests.
I meticulously worked on my statement of purpose, ensuring it reflected my career aspirations and how the program would help me achieve them. I also sought recommendation letters from mentors who could vouch for my potential in the field. The application process was thorough, requiring careful attention to detail and adherence to deadlines.
Delving into digital marketing opened my eyes to the vast and multifaceted nature of the field, revealing that it encompasses much more than just managing social media accounts.
While I enjoyed my time with friends there, I found the constant sunshine a bit overwhelming and decided to explore opportunities in the UK instead. My first role was as a marketing apprentice for a French food company, which I loved. The familiarity with French culture made the transition smoother, although the commute was challenging. To address this, I began looking for new positions and interviewed for a marketing assistant role at an EV company. Although I didn’t get that job, they offered me a project manager position, which I accepted.
Despite the new role, I soon realized that my true passion was in marketing, not project management. I decided to refocus on my career goals and started job hunting again. I finally secured a role as a Marketing and Communications Executive at one of the largest fintech companies in the UK. I enjoyed the role and my team, but I felt that my career progression wasn’t meeting my expectations, so I took a year-long break to realign my career goals. Also the job gave me insight that I really liked the analytics side of the business and I started experimenting in courses that would let me learn this more.
How did you get your first break?
My first break was working as a marketing apprentice in the UK.
What were some of the challenges you faced? How did you address them?
Shifting from engineering to marketing: Moving from a technical background in engineering to the creative and strategic world of digital marketing was a big leap for me. It took a lot of learning and adapting to get comfortable in this new field.
Gaining hands-on experience in a competitive landscape: I started my career post-COVID, a time when digital marketing courses were booming online, leading to more competition than usual. Everyone seemed to be diving into the field, so standing out and gaining real-world experience felt like a constant uphill battle. I had to stay on my toes and keep learning to stay ahead.
Building connections and battling self-doubt: Starting in a new industry meant building a whole new network, which wasn’t always easy. Along the way, I also had to push through moments of self-doubt, but staying committed to my goals and learning from each challenge helped me find my path.
Where do you work now?
I’m currently working with Dolia Design, a digital marketing agency. This position is a great fit for me, allowing me to apply my skills and work with a diverse range of clients, which keeps me engaged and constantly learning.
What problems do you solve?
A lot of people think digital marketing is just about spending time on Instagram or making memes, but there’s much more to it. Our job involves managing a company’s online presence, making sure they stand out in a competitive market, which is a complex and rewarding challenge.
In my role as a digital marketer, I solve several key problems that help drive business growth and brand visibility. I craft comprehensive digital marketing strategies that align with organizational goals, ensuring that our efforts are always targeted and effective. This involves analyzing market trends, consumer behavior, and competitor activities to identify opportunities for growth.
What skills are required in your role? How did you acquire them?
To succeed in digital marketing, a combination of analytical, creative, and technical skills is essential. You need to be proficient in data analysis to track and measure campaign performance, which requires familiarity with tools like Google Analytics and social media insights. Strong writing and content creation skills are also crucial for crafting compelling messages that resonate with the target audience. Additionally, technical knowledge in SEO, SEM, and marketing automation platforms is necessary to optimize campaigns and improve website visibility.
I acquired these skills through a mix of formal education, hands-on experience, and continuous learning.
What is a typical day like?
A typical day in my role is dynamic and involves juggling multiple tasks. I start by reviewing the performance of ongoing digital marketing campaigns using analytics tools, identifying any areas that need adjustment. Then, I might spend time brainstorming and creating content for social media, drafting email campaigns, or working on SEO optimizations for the company website.
I also frequently collaborate with cross-functional teams to ensure that our marketing initiatives are executed seamlessly. Depending on the day, I may have meetings with clients to discuss campaign progress or explore new marketing opportunities. The day often ends with reporting on campaign metrics and planning for the next day’s activities.
Every day is different, and there’s always a new challenge to tackle. I enjoy the satisfaction that comes from seeing a campaign succeed, knowing that my efforts directly contribute to the company’s growth. Moreover, the fast-paced nature of the digital world means I’m constantly learning and adapting, which keeps the job exciting and fulfilling.
I am actively involved in SEM (AdWords) strategy as part of our broader digital marketing efforts. Specifically, I focus on measuring ROI through various channels, including free versus paid media. This involves analyzing the performance of paid search campaigns, comparing it with organic efforts, and adjusting our approach to maximize effectiveness.
I use analytics tools such as Google Analytics and Google Ads to track key performance metrics like click-through rates, conversion rates, and cost-per-acquisition. I also run A/B tests to refine targeting, bidding strategies, and ad copy, ensuring our campaigns are optimized for maximum impact.
The insights gained from these analyses help in making data-driven decisions on budget allocation between free and paid media, enhancing overall campaign performance.
I work with a diverse range of client industries, including e-commerce, technology, healthcare, and marine, among others. Each industry brings its own set of challenges, such as strict compliance requirements in healthcare and marine or the need for high competition keyword strategies in e-commerce.
How does your work benefit society?
My work in digital marketing benefits society by helping businesses connect with people in meaningful and efficient ways. By crafting and executing targeted marketing strategies, I help companies offer products and services that meet the specific needs and desires of their audience. This, in turn, empowers consumers to make informed choices that improve their lives.
Tell us an example of a specific memorable work you did that is very close to you!
One of the most memorable projects I’ve worked on was my master’s thesis, where I explored the decline in the quality of writing with the advent of digital media. This topic was particularly close to my heart, as it combined my passion for writing with my professional journey in digital marketing.
What made this project especially meaningful was the way it tied into my own experiences. I found myself grappling with the same challenges I was studying. How do we maintain high-quality content in a digital landscape that often values virality over substance? Writing this thesis allowed me to reflect on my own practices and reaffirm my commitment to producing content that is not only engaging but also meaningful and well-crafted.
Your advice to students based on your experience?
Leverage Multidisciplinary Skills: Don’t limit yourself to one area of expertise. Draw connections between seemingly unrelated fields. For instance, my background in engineering gave me a structured problem-solving mindset, which I now apply creatively in digital marketing. Embrace diverse knowledge bases; they can give you an edge in innovative thinking.
Document Your Journey: Start a journal, blog, or vlog about your personal, educational and professional journey. Reflecting on your experiences as they happen can provide insights you might otherwise miss.
Don’t Just Network—Build Relationships: Instead of collecting contacts, focus on building meaningful relationships with a few people. Go beyond the typical networking events; get involved in projects or communities where you can collaborate deeply with others. These relationships will prove far more valuable than a large but shallow network.
Pursue Passion Projects Outside Your Main Field: Engage in a side project or hobby that’s completely unrelated to your main career path. Whether it’s music, painting, or even coding if you’re into the arts—this cross-pollination of ideas can lead to unexpected innovations and keep your creative juices flowing.
Embrace Failure as a Creative Tool: Don’t just accept failure—actively seek it out as part of your learning process. Experiment with bold ideas that might not work. Failure forces you to think outside the box and can lead to breakthroughs that success alone might never bring. Use it as a catalyst for creativity and growth.
Master the Art of Stepping Back: Knowing when to take a step back and recharge is crucial. It’s not just about avoiding burnout—it’s about giving yourself the space to gain fresh perspectives and insights. Embrace breaks as a strategic part of your process, not just downtime.
Future Plans?
Looking ahead, I’m excited to channel my passion into a new venture: starting a book marketing agency. Given my lifelong love for books and my experience in digital marketing, this seems like a perfect fusion of my interests. My goal is to help authors and publishers leverage digital platforms to reach wider audiences and effectively promote their work.
Beyond that, I plan to continue expanding my skills in digital marketing, particularly in areas like data analytics and emerging technologies.