Data to Decisions: Marketing Strategies
for Today’s Brands to Thrive
by Suz Pathmanathan
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What you'll discover
when watching Suz's story
- Understanding data empowers marketers to make informed choices and justify strategies to help drive business growth.
- Authentic storytelling is a means to resonate with audiences on a deeper level; genuine narratives should align with the brand’s values to connect with customers.
- While innovation drives creativity and differentiation, practical considerations like resource constraints and feasibility must also be addressed to ensure successful execution.
- By understanding each team member’s strengths, needs, and preferences, leaders can create an agile and supportive work environment that enhances productivity and morale.
- Startups are characterized by dynamism and rapid change, requiring marketers to be flexible, quick to learn, and capable of navigating ambiguity to drive growth
- AI is a helpful tool that can amplify creative capabilities and expand marketing reach.
- Young marketers should learn how to understand marketing data, think creatively, and align career paths with their values to contribute meaningfully to brands and make a positive impact in the industry.
Meet Suz Pathmanathan - Vice President of Marketing @ Brikl
Suz Pathmanathan is the Vice President of Marketing at Brikl, the leading e-commerce platform for MicroStores worldwide, and helps custom sportswear and promotional products companies set up online stores.
With over 15 years of marketing experience, Suz brings a wealth of expertise in communications and brand strategy to her current role at Brikl.
As a marketing leader, she combines strategic insights with a deep understanding of brand storytelling to drive engagement and business growth.
Suz began her career in consumer goods, mastering the basics of marketing, brand management, and customer engagement. Transitioning to digital marketing as the industry evolved, she found her passion in B2B marketing, combining data-driven strategies with creative storytelling.
At Brikl, Suz plays a pivotal role in driving growth and innovation. She leverages her extensive experience to build and manage agile teams and establish an environment where creativity and data-driven decision-making thrive.
Her leadership ensures that Brikl’s marketing and branding efforts resonate with customers and align with the company’s strategic vision.
Check out Suz Pathmanathan's thoughts on content marketing
When it comes to creating engagement using marketing, Suz shares:
"This is at the epicentre of marketing. There is no cookie cutter way to create engagement, it is trial and error. Great marketers fail a lot. We A/B test even the greatest campaign because it can be the smallest thing that drives that extra 1%."
She also shares about how to keep your brand fresh over time:
"Be relevant to the consumer at all times. If you understand what the consumer needs you'll always appear fresh. When you communicate a message that is targeted and relevant you'll get an engaged consumer that identifies with your brand."
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