My Passion For Making A Difference In Consumers’ Lives Best Defines My Journey: Deepali Naair, CK Birla Group

A seasoned marketer, Deepali Naair, group CMO at CK Birla Group, is best known for her high calibre, business acumen, deep-rooted understanding of her consumers and storytelling skills. With over two decades of experience in sales, marketing, ecommerce and managing P&L, Naair has held leadership business positions with eminent consumer brands, emerging as one of the most revered marketers in the fraternity. 

She is also one of the few brand builders that successfully operates at the crossroads of creativity, technology and business strategy, along with being an ardent believer in building relations.

In a candid chat with Naair, she gives us a glimpse of what makes her what she is today, her journey so far, her approach to integrating work with personal commitments, and more.

Excerpts:

Q. Can you share with us your journey to becoming a CXO? What were some of the pivotal moments?

Before joining CK Birla as their group CMO, I was at IBM and spent 5 years managing brand, performance marketing and product marketing across all business and sales segments, including developer marketing in India, Nepal, Bangladesh and Sri Lanka. I also headed the Digital Sales Centre, catering to more than seven countries in Asia and Australia.

I have had the privilege of gaining exposure to diverse industries and sectors, each presenting unique challenges and learning opportunities, such as automobiles, telecom, FMCG, mutual funds, insurance, wealth management and technology. These diverse sector exposures strengthened my leadership skills as well as sales and marketing skills at the core. These varied roles allowed me to develop an understanding of different business dynamics, including B2C, B2B, B2B2C, B2G, which are invaluable.

Joining the CK Birla Group was a transformative moment for me. The organisation's commitment to digital transformation, customer-centricity, and philanthropy, along with its legacy, deeply resonated with my values.

Overall, my journey to date has been defined by a passion for making a difference in consumers’ lives, a commitment to continuous learning, and a willingness to embrace new challenges.

Q. As a leader, what are the core values you strive to embody and instil in your team?

As a leader, I encourage a growth mindset and open communication within my team. Values within any organisation should be led by its leadership. I take personal responsibility for embodying and fostering my core values of 'learning', 'collaboration', and 'transparency'.

To promote a culture of continuous learning and development, I advocate for initiatives like 'peer shadowing' and organising formal sessions on essential skills such as note-taking, time management, and reading comprehension. These efforts encourage a growth mindset and open communication within our team.

By actively demonstrating and facilitating these values, I aim to cultivate an environment where every team member feels empowered to learn, collaborate effectively, and communicate transparently, ultimately driving our collective success.

These fundamental values serve as the cornerstone of my leadership approach. I also believe in leaders being approachable and that changes the team dynamics. They are forthcoming in sharing their point of view and their ideas. This is important for a sustained growth culture.

All these translate to a commitment to excellence by the team.

Q. How do you intend to foster innovation and creativity within your team?

'Fail fast and fail small' is a concept that encourages embracing failure as a natural part of the innovation process. As a leader, I firmly believe in this approach and its significance in driving progress and growth.

When we fail fast, we acknowledge and address issues early in the process, minimising the potential impact on our overall goals and objectives. This allows us to iterate quickly, learn from our mistakes, and pivot towards more successful outcomes. By failing small, we limit the scope of our failures, making them easier to manage and recover from.

Over the years, there have been several principles that I have developed for fostering creativity and innovation:

1) Commit five percent of the marketing budget to experimentation

2) All experiments ought to have predefined measures of success and failure

3) Appreciate the team and not the individual

4) Reflect on the failure of the projects, not people

Q. How do you manage the balance between your professional responsibilities and your personal life?

I am sharing five practical and personal strategies that I have used and that most women can employ to attain integration between their career aspirations and personal commitments.

Integrated calendar management

Use one calendar to integrate both work and personal events, set reminders, and allocate time slots for key engagements. Prioritise important events, such as school schedules and work deadlines, to efficiently manage your time.

Open communication with family

Keep your family updated on important work events and busy periods. Without compromising confidentiality, set clear expectations with your family so that they understand the demands on your time and mental space and can offer support during intense work phases.

Building a support system at home

This is something that I learned early on and implemented. To ease the challenges of managing work and home, build an unfailing support network at home. Consider assembling a team (not one) to assist with household chores. If you typically rely on one helper, hiring an extra helper can cover for unexpected absences. This prevents situations where you must make excuses at work due to the absence of help at home. And women should practice asking for help, especially at home, from extended relatives.

Latest technology

Embrace modern technology not for status but to enhance your productivity and effectiveness. Consider investing in gadgets such as an iPad for taking notes during meetings or handling tasks on the move. These tools help you stay organised, access information easily, and collaborate effortlessly with colleagues, leading to increased efficiency and productivity.

Smart travel

My work comes with significant travel. Enhance your travel experience by mastering the art of efficient packing. Consider obtaining a credit card that provides perks like priority boarding and access to airport lounges, which can save time and alleviate travel stress. Opt for lightweight, durable luggage to facilitate easy manoeuvrability between destinations, reducing physical strain while travelling.

Q. What advice would you give to young women aspiring to leadership roles in their careers?

For young women aiming for leadership positions in their careers, my advice is to shift away from viewing gender as a barrier. Instead, concentrate on honing your skills and talents. Assert your value in professional environments by putting up your hand for complex projects and actively seeking mentors and allies. Additionally, cultivate a strong support network, continually seek opportunities for growth and development, and remain resilient in the face of obstacles. By focusing on your strengths and capabilities, you can overcome gender-related barriers and achieve your career aspirations.

Q. What message would you like to share with women around the world on the International Women's Day that just concluded?

On this International Women's Day, I encourage women globally to seize control of their financial futures by taking an active role in managing their investments. Whether it's planning for retirement, growing wealth, or spending on yourself, women need to equip themselves with the necessary knowledge and resources to make informed investment choices.

While the world of investments may appear daunting, women should recognise their capacity to navigate financial matters and prioritise enhancing their financial literacy. By empowering themselves with financial education and embracing investment opportunities, women can confidently pave the way towards a secure and prosperous future.