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An Interview With Jade D'costa- Building a Career in Digital Marketing
Aug 17, 2023
An Interview With Jade D'costa- Building a Career in Digital Marketing

Digital marketing professionals are the driving force behind building and boosting a company's online visibility and presence. Though digital marketing has been around for more than a decade, it is only in the last few years that it has emerged as one of the most important aspects of modern companies. A number of skills like creativity, analytical power, content creation, fundamentals of marketing and communication, strategic thinking, and online presence are required to become the best in this field.  In our effort to share more knowledge about digital marketing and its ever-evolving environment, we interviewed Jade D'costa who has 10+ years of experience in this field and has worked in India, Kuwait, and England.     1. Please tell us a bit about yourself  I’m Jade. A CRM specialist based in the UK. I have a Bachelor’s degree in Commerce and an MBA with a dual specialization in Marketing and HRM. I’ve always been creatively inclined so Marketing was an ideal fit for me. I have over 10+ years of experience across eCommerce, luxury and fashion retail. Outside of work, I enjoy reading, dancing, travelling and writing.    2. How did you start your career after completing an MBA in marketing and HRM? What was your experience like in your first place of work? I aspired to enter the field of media buying; however, my graduation coincided with a recession, resulting in a scarcity of on-campus placement prospects. Taking matters into my own hands, I interviewed with a Digital Marketing agency for a social media role. This initial position proved to be fantastic, offering a relaxed work atmosphere that enabled me to delve into the world of social media marketing. 3. You have worked in India, Kuwait, and England. What, according to you, are the major differences in the working culture in all three countries? Are there any differences in the approach to digital marketing in these countries? In India and Kuwait, achieving a healthy work-life balance often takes a backseat, unlike in England where it holds significant value. As I embarked on my career journey in India, the landscape of digital marketing was still in its infancy. Moving to Kuwait, I joined the ranks of a renowned franchise operator where we enjoyed the direction, guidance and support of our host brands. Unfortunately, we faced a lot of limitations due to regulatory constraints. Both Kuwait and India operated in relatively unregulated digital marketing environments, but in England, stringent GDPR compliance is a requisite. 4. Your experience spans across different industries, including e-commerce, luxury, and fashion retail. How are these industries different when it comes to executing digital marketing strategies? How do you adapt your marketing strategies to suit the unique characteristics and demands of each industry? E-commerce often focuses on convenience and efficiency. Luxury brands emphasize exclusivity and brand image, seeking to create a sense of prestige. Fashion retail relies on trends, visual appeal, and swift response to consumer preferences. Therefore, the tactics and messaging for each industry must cater to these specific priorities. To effectively adapt my marketing strategies to the unique characteristics of each industry, I follow a tailored approach: 1.    E-Commerce: Here, the emphasis is on streamlining the purchasing process and creating a seamless user experience. Strategies involve targeted email campaigns, personalized product recommendations, and responsive web design for various devices. Prompt customer service and clear calls to action are crucial.   2.    Luxury: In the luxury sector, storytelling and visual aesthetics take centre stage. My strategies include crafting content that portrays exclusivity, using high-quality visuals, and leveraging influencer partnerships to enhance brand allure.    3.    Fashion Retail: Fashion is all about staying current and resonating with trends. Strategies involve rapid content creation, targeted email campaigns, timely social media engagement, and aligning marketing efforts with seasonal trends. Collaboration with fashion influencers and leveraging user-generated content are often effective.   Despite their differences, there are common lessons across these industries. Analytics-driven decision-making is paramount in all sectors. Regularly analyzing data helps identify what's working and what needs adjustment. Additionally, understanding the target audience and their preferences is crucial in tailoring messaging and strategies.   5. As digital marketing is an ever-changing field, how do you stay up-to-date about the trends and what strategies to use? Continuous learning is essential to stay up-to-date with the latest trends and strategies.  I prioritise learning by reading relevant blogs, listening to podcasts, attending webinars, strategy days, networking events and industry conferences. I also follow influential figures and organisations on LinkedIn.  6. Tell us a bit about your current role as a senior CRM Executive at Superdry. What does a CRM executive do? What does your regular day at work look like? My role involves managing the BAU (business as usual) side of things across 4 distinct CRM channels: email, SMS, direct mail and push notifications. I plan and manage the marketing calendar by factoring in elements like competitors’ activities, seasonality, fashion trends, search terms and past performance. One of the most rewarding aspects of my work involves conducting A/B tests, where I experiment with two versions of emails to gauge their impact on performance and engagement. My work day starts with reviewing campaign performance across different channels, ensuring campaigns are ready to schedule, collaborating with design, visual merchandising and trading teams, managing an assistant and supporting them with briefs and research. I also create business cases, manage third-party relationships and share campaign performance with various stakeholders within the organisation. I also Identify opportunities to improve customer lifetime value.    7. Email marketing is one of your areas of expertise. Could you share an example of a highly effective email campaign you orchestrated, including the key elements that contributed to its success?  As an email marketer, I am constantly looking to optimise campaigns to boost customer engagement and increase conversions, and revenue. By suggesting the incorporation of a navigation bar and recovery module into our emails, I successfully contributed to a remarkable 27% surge in conversion rates and a noteworthy 29% increase in revenue. Consistently conducting A/B tests and meticulously tracking campaign performance through the analysis of crucial email metrics remains integral to success.    8. How can one get into the space of marketing and digital marketing in particular? Would you recommend a relevant degree or an MBA? I suggest considering a relevant marketing degree, although it's not mandatory. Marketing attracts individuals from diverse educational backgrounds. For those contemplating an MBA, gaining prior work experience is advisable. A digital marketing certification is another option.  9. Lastly, what advice would you give to anyone aspiring to a career in marketing? What avenues are open to them? I might be biased but Marketing is one of the best careers out there. It’s creative, exciting and ever-changing. No two days are alike. There's an extensive array of avenues to explore: ranging from social media and email to paid search and brand management. If I were to offer advice, I'd suggest trying your hand at different roles before committing to a specialisation. It’s also important to ask yourself if you're inclined towards becoming a specialist or a generalist. Personally, I started my journey as a generalist marketer and have now honed my focus as a CRM specialist. While a relevant marketing degree can be advantageous, it's not a requirement.     BizBots.in wishes you all the best!

  • Sumasri Sumasri
An Interview With Charmaine Vas -  A Career In UI/UX Designing
Jul 10, 2023
An Interview With Charmaine Vas - A Career In UI/UX Designing

UI/UX designers play a vital role in today's digital landscape, shaping user experiences and driving the success of products and services. They are creative professionals responsible for designing intuitive and visually appealing interfaces that enhance user satisfaction. In a world where user expectations are continuously evolving, UI/UX designers are at the forefront of creating seamless and engaging experiences across various platforms, including websites, mobile apps, and software applications. Their expertise lies in understanding user behaviours, conducting user research, and translating insights into innovative design solutions. In our effort to share more knowledge about UI/UX with you, we interviewed a self-taught UI/UX designer Charmaine Vas, who started her journey as a freelance designer in Zomato and to being a Product Designer at Nationwide Building Society, UK. 1. Please tell us a bit about yourself. Hey! I'm Charmaine Vas, a self-taught UI/UX designer with a passion for creating beautiful and user-friendly digital experiences. I have a bachelor’s degree in Applied Art which is commercial art like advertising & graphic design. I find great joy in exploring various creative things, ranging from making little clay figures to plating food in a visually appealing manner. In my opinion, creativity is a fundamental aspect of life that allows us to express ourselves and connect with others in a unique and meaningful way.   2. Can you tell us what exactly graphic designing is? Is it different from UI/ UX? What sparked your interest in this field? Graphic design involves creating visual content to communicate information or ideas to an audience. UI/UX design specifically focuses on designing interfaces and experiences for digital products. All the basics of graphic design can be applied to UI/UX design (aka Product design). My interest in design started when I was young and used to scribble on the last couple of sheets of a book. I also took up nail art which varied from painting simple designs to painting landscapes and images on my fingernails.   3. What educational background or training do you have in graphic design? Did you pursue any specific courses or certifications? Can a person from a Non-IT background pursue a career in graphic design? I pursued a Bachelor's degree in Applied Art from J.J Institute of Art, Mumbai. Here I took up typography as my final course. There are plenty of online courses and certifications available for people from non-IT backgrounds to pursue a career in graphic design. One can also start by building a portfolio of design work and gaining experience through internships or freelance projects.   4. How did you start your career? How has your journey been from being a freelance designer at Zomato, India to being a Product Designer at Nationwide Building Society, UK? What is the nature of your work as a Product Designer? I started my career as a graphic designer, where I worked on various design projects such as branding, marketing collaterals, and designing logos. I later found an interest in User interface design, at first it was very difficult to understand how to start, so while I was learning I also started my own Instagram page, where I shared various UI/UX tips that I learnt along the way and connected with people who were in the same industry. I believe that the best way to learn is by sharing what you learn. I created guides for beginners and had one-to-one chats to speak about the basics. The work I used to do back then is very different from what I do now as a Product Designer but the design principles are the same. As a Product Designer at Nationwide Building Society, UK, I work on designing user flows, user interfaces, interactions, and experiences for fintech applications. My work involves collaborating with cross-functional teams to research and design applications with a seamless user experience.   5. How do you stay updated with the latest design trends and technologies? Do you actively participate in professional development activities? I stay updated by reading design blogs, attending design conferences and webinars, and being a part of design communities on social media. Instagram pages with guides to design were my go-to when I first entered the world of Product design. I also participate in professional development activities such as courses from the Interaction design foundation. I listen to podcasts such as the ‘Future of Design’ and the ‘Design Better Podcast’.   6. Can you describe your typical design process? How do you approach a new project from concept development to final deliverables? What software tools do you prefer to use for your design work? Are there any particular design-related tools or resources that you find indispensable? My typical design process involves going through the project brief, at this stage we get our team together to break down the requirements and plan a brainstorming session. In the next stage, we start to brainstorm, pulling in a group of people to explore various ideas. We then conduct user research based on questions we might have to understand what our users need and what their pain points are. Using the research we then start to build low-fidelity designs and concept test before creating Hi-fidelity designs. When presenting design journeys we create prototypes and iterate on the design based on feedback. We send the designs to the content team who write the content for the app to ensure we are using the correct tone of voice. At this stage, the design is ready to be prepped and sent over to the development team. Being in a small team means that you have the opportunity to be involved in the various stages, we collaborate with the developers to provide interactions and cross-check the front-end design. After development, the app is then handed over to the QA (Quality Assurance) team who assures that the app looks & functions the way we want it to and raises bugs. Once cleared the app is then made live on the platform. I use Figma as my main design tool, all the stages are done within this platform itself. They have multiple features and support remote collaboration. Figma also introduced AI as a part of their new features which I am looking forward to using in my process.   7. How do you approach balancing creativity and meeting stakeholder requirements in your design work? Can you share an example where you had to find a compromise?  Balancing creativity and meeting stakeholder requirements is a crucial part of design work. We faced a situation where the stakeholder wanted to introduce open banking as a feature in an app. The concept of open banking is the ability to add multiple bank accounts to a single platform so you have all of your incoming & outgoing transactions in one place. We started working on the feature and created user flows and planned user research. We wanted to understand from users how desirable this feature was and how secure they felt about linking their accounts. The results showed that users usually just add one bank account & proceed which means the feature will not work to its full potential. No matter how much of a seamless journey we create, if the feature is not desirable it will not be used. We took this back to the stakeholder and we decided to hold off on this feature and improve the other features based on the research results.   8. With the rise of AI tools like ChatGPT and Bard, what are your thoughts on the potential impact of these technologies on the field of graphic design? Do you believe there is a risk to graphic designer jobs as well? AI tools like ChatGPT and Bard have the potential to automate certain design tasks and make the design process more efficient. However, I don't believe that these technologies will replace the need for human creativity and problem-solving skills in the field of graphic design. Instead, designers will need to learn how to work alongside AI tools and use them to enhance their design work. There is great potential to create designs for concept testing which will mean spending less time on the initial stages and putting more effort into the final design stages.   9. What advice would you give to aspiring graphic designers who are just starting their careers? My advice to aspiring designers would be to keep practising and experimenting with different design styles and techniques. Building a strong portfolio is important, so take up as many internships or freelance projects as possible to gain experience and show your work to potential employers. I started by taking up the Daily UI challenge which gave me daily prompts which really allowed me to explore my creativity. I would say just pick a tool and start, that’s always the hardest part but once you get past that you will naturally get into it. Good Luck!   

  • Sumasri Sumasri
An Interview With Prajwala Puttappa- A Career In Design Verification Engineering
Apr 03, 2023
An Interview With Prajwala Puttappa- A Career In Design Verification Engineering

Design verification engineers are production development professionals who are responsible for verifying the functionality of the architecture/micro-architecture specifications of a product. They create efficient techniques to improve the products and services by utilising various system tools and applications. With the ever-evolving landscape of technology and innovation, opportunities for design engineers are growing rapidly in various industries including electronics, aerospace, and consumer manufacturing. In India as well as around the world, it is one of the fastest-growing careers. In our effort to share more knowledge about Design Verification Engineering with you, we interviewed Prajwala Puttappa, a Design Verification Engineer who started her journey in Bangalore and is presently working at a multinational tech company in the United Kingdom.   1. Please tell us a bit about yourself. What exactly is ‘design verification engineering’? How did you come to work as a design engineer? Thank you for having me, to begin with, I am a design verification engineer with over 8 years of experience in the field. My interest in design verification began through an internship in Bangalore during the 8th semester of my college. Since then, I have been fascinated by the intricacies of this field and have continued to enjoy it to this day. Concerning the second part of the question, design verification engineering, in simple terms, is the process of ensuring that semiconductor chips function properly. This involves verifying the functional correctness of the behavioural code written by the RTL (Register Transfer Level) designer, also known as the front-end designer, using languages like Verilog or VHDL. The verification engineer must ensure that the design meets the customer's specifications, functions correctly, is optimised for power and performance and is within the required area constraints. The process of ASIC (Application-Specific Integrated Circuit) design involves a series of iterations between the designer and the verification engineer to ensure the design is functionally correct before it is sent for manufacturing. The verification engineer is responsible for detecting any bugs or issues before the chip is manufactured. This is critical because fixing any bugs on the hardware can be very costly and may require starting the entire design process from scratch. Hence, design verification engineering is a critical aspect of semiconductor chip design. It requires a high level of technical expertise and attention to detail to ensure that the design is optimised for power, performance, and manufacturability and that any issues are detected and resolved early in the design process.   2. How has your professional journey been so far starting from Design E - I, Bangalore, to now working in England? How has your experience been in the technology field? I started my career at Asarva, a small startup, right after completing my engineering. Despite a job offer from a well-established IT service company that promised to pay me significantly more, I accepted the internship at Asarva. This decision proved to be the best I ever made, as I gained a wealth of knowledge by working with a team that had to design everything from scratch due to financial constraints. I learned how to navigate challenges and learn from the internet when resources were scarce. When deciding between a start-up and a well-established company, I would suggest giving the start-up a higher preference based on their area of interest and what the start-up is doing. It can provide a unique and valuable learning experience, which could help in the long run. My journey continued with Intel, where I worked on 5G chip projects, and with Texas Instruments, where I worked on digital and analogue chip design. In each role, I had to set up everything from scratch, which gave me hands-on experience in building test benches and working with different teams. Eventually, I received a job offer from a small start-up called “lowRISC” in the UK, which allowed me to work on processor design. After a year there, I interviewed for a job at Apple and found a great match, where I currently work and enjoy every day. Every job I did, even if it was for a short duration, taught me something valuable that I could apply in my future roles. The journey was challenging, but it helped me develop my skills and become a better professional.   3. 'While women have the skill set to excel in tech roles, the biases in organisations and society are barriers to opportunities' - do you agree with this statement? (If yes, how do you think this can be changed?)  In my experience, women are underrepresented in VLSI (Very Large Scale Integration) and software occupations. Throughout my 8-year profession, I have never encountered sexism. Nowadays, many tech businesses are trying to support women through various initiatives such as back-to-work schemes, referral bonuses, maternity programs, and working-from-home options. But unfortunately, I have noticed a reduction in the number of women in leadership positions. Even though employers strive to give women-centric benefits and other amenities, the fundamental issue that women confront is societal pressure. Sometimes everyone must work more hours owing to project deadlines. Men do it more easily than women because women are mostly the primary caretakers at home. This is partly due to societal norms that dictate that a mother should be at home with her children instead of the father. People have been programmed to believe that a mother should be at home with her children and not the father. Therefore, it is hard to juggle work and responsibilities at home. Hence to remain in the workforce, they require a supportive team as well as a support system at home. The latter, however, is not an issue for men. In most cases, they are not expected to do both their job and their housework.  Furthermore, women often struggle with confidence once they return to work after a long break which may be due to maternity leave or just taking a career break to focus on their homes. Lack of confidence and constant juggling between work and home can take a toll on anyone. This is the reason why women eventually give up on their careers at later stages and hence there is an under-representation of women in leadership positions. A few women in high leadership positions are there because of their sacrifices and life modifications, which come with a lot of guilt for not spending enough time with their children and families.    4. How do you keep yourself updated in a broad sector like information and technology? I believe that through regular work, one will automatically be updated. However, when we take a break from work, it is difficult to keep ourselves updated in this fast-growing sector. I constantly develop my skills to be more efficient and add value to my work. There is a need for verification engineers to focus on automation. It is beneficial to learn scripting languages. Thus, along with System Verilog, I make a conscious effort to learn languages like Python, Perl, etc.  Lastly, if you are in love with your career and are passionate about it, then you will naturally get fascinated and curious to know about a variety of topics that may be outside of your comfort zone to keep yourself up to date in such a broad sector.   5. As a design verification engineer, what does your regular day at work look like? My work involves a structured approach to project management, which is determined by the current stage of a project. The initial months are spent on planning and preparation, followed by consultations with architects, designers, managers, and other stakeholders. Once the project is underway, the focus shifts to coding, setting up environments, checkers, and test cases. The most critical part of my work involves building a test bench and running test cases multiple times at various speeds. I work with design engineers, architects, and other managers to ensure that the design is verified and meets the project requirements. A major aspect of my job is to catch bugs early, which can save significant costs for the company and prevent delays in the project timeline. To ensure the successful completion of a project, I establish deadlines for each task and run multiple iterations of regressions to achieve full coverage. The project cycle can be compared to a roller coaster, with its ups and downs. It's crucial to stay mentally prepared, enjoy the learning process, and be accountable for your responsibilities. While the job may seem glamorous from the outside, it's important to recognize that it can become routine and lose its shine over time. Nevertheless, my passion for the work and the sense of accomplishment that comes with each completed project keep me motivated and engaged.   6. To be a design verification engineer, is it necessary to be proficient in programming? Can non-IT background people also pursue design engineering? To pursue a career in VLSI, a computer science engineering degree is not required. More importance is given to engineers from an electronics background. However, you should possess programming skills or be willing to learn how to code on the job.  The ability to code in scripting languages like Python and Perl will make you better at your job irrespective of which domain in VLSI you’re working in. Engineers in physical design, physical verification, analogue layout, etc don’t code on an everyday basis. While having coding skills is advantageous everywhere, it is still possible to excel in these positions without them. Even if you haven't performed well in your previous job or college, you can always acquire new skills and improve your performance. 7. What is your advice for students/young professionals who want to pursue a career as a design engineer? What avenues are open in this field? Where can they work? What is the future in this field? If you're interested in pursuing a career in VLSI engineering, there are many resources available to you. For example, universities like Manipal and Vellore Institute of Technology offer master's degrees in VLSI as well. At the end of the first year, many reputed companies like Intel and Qualcomm come to these colleges to hire students for internships. These internships are a great way to gain experience and make connections with potential employers. Companies like Intel and Qualcomm often offer internships and may even hire interns for full-time positions. These internships are also typically well-paid and provide valuable work experience.  Several institutions like RV-VLSI, Maven-Silicon, Sandipini, etc provide training courses in VLSI. They help you get placed, but mostly in service-based VLSI companies. The starting pay in these companies can be low and they may ask you to sign a bond to work with them for a period of three to four years. Additionally, some startups may also be looking for talented individuals and conducting interviews. By taking advantage of these opportunities, you may find an easier path into VLSI businesses. However, in my experience after those few initial years of struggle, you should be able to get a good job with good pay if you have learned well. It's important to remember that at the beginning of your career, focusing on learning and gaining experience can take you further than focusing solely on money. By prioritizing growth and development, you can build a strong foundation for your future in VLSI engineering.      

  • Sumasri Sumasri
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