Leaders

In the modern era where technology shapes destinies and innovation steers progress, the age-old adage ‘transform or perish’ takes on new dimensions of significance. In the face of this ever-evolving digital revolution, Navdha Dhingra not only comprehends this truth but embraces it wholeheartedly to transform businesses. With over 16 illustrious years of experience, she has carved a remarkable path as the AVP – Digital Marketing at Future Generali India Insurance.

Navdha embarked on her digital journey in 2007, at a time when the term ‘digital’ was still nascent. During her career, she gained valuable agency experience, a phase that proved to be short but profoundly impactful. This period honed her skills in managing diverse expectations and working harmoniously within teams. Collaborating with renowned names like Quasar Media and McCann, Navdha took on the role of a brand and digital resource. This multifaceted role provided her the opportunity to orchestrate 360-degree strategies, seamlessly coordinating digital marketing campaigns and print shoots concurrently. A pivotal juncture in Navdha's career came through her association with iconic homegrown brands like Café Coffee Day (CCD) and Jet Airways. These household names showed her the significance of cross-functional interactions, a critical component for digital and social success.

A valuable lesson Navdha learned through experience is the importance of voicing a point of view (POV). Navdha champions the notion that voicing her POV, even when intimidating, consistently yields positive outcomes. One of Navdha's key principles is rooted in listening to the customer.

Women Entrepreneur Magazine is excited to interview her.

What drew you towards the field of marketing?

A complete shot in the dark, but it stuck! I graduated in journalism, of course, wanting to become a journalist. Writing and communication were always my strong suits. After some internships in college, I realized journalism wasn't for me. I explored radio, magazines, retail advertising, and events; advertising stuck with me. While interning with World Space, surprisingly, I realised my interest in marketing.

Also, I started blogging and attending online meets, building a writer's portfolio. Exposure to internet since childhood helped me a lot to leverage it as a tool. That said, Yahoo India hired me as a content writer when I graduated. I explored search engine marketing and moved to campaign management. I enjoyed interacting with sales teams and clients on successful search campaigns.

I underwent a training for a platform migration at Yahoo which further made me appreciate digital and tech and its capability. I moved to the agency world to learn more about advertising. By the time I shifted to marketing, I had a solid base in digital brand management. Digital marketing's evolving and exciting nature remains a joy for me.

“Stay agile, success thrives on adeptly embracing change and responding quickly. Be graceful and kind – EQ > IQ”

What are some of the most critical challenges you encounter?

One of the biggest challenges is measuring data & metrics and tying them back to marketing efforts. With no standardized data point, each platform offers distinct metrics, impeding cohesive strategy alignment and ROI assessment. Digital clutter further compounds the situation, particularly within media platforms. Capturing and retaining audience attention amidst the noise is hard. Genuine customer engagement hinges on understanding their inspirations and motivations beyond demographics. Understanding content preferences, what resonates with them, and digital choices is a complex endeavor – personally, I love working on these aspects and optimizing them. The ever-changing digital sphere mandates constant upskilling, a pressing yet demanding task. Adapting to evolving technologies, updates, algorithms, and tools remains a perpetual challenge, emphasizing the need for continuous learning.

Tell us about the key professional milestones you have achieved over the years?

It is not easy to quantify milestones, but I find a sense of pride for being at the centre of digital since the beginning of my career almost 16 years ago - when I worked for an internet giant - that gave me an edge over most new age marketers.

I have been fortunate to explore diverse industries – from F&B Retail and aviation to loyalty programs, consumer tech, automobiles, and presently BFSI, which has shaped me into a versatile professional.

In the course of pursuing my professional path, I've moved cities on several occasions, forging enduring connections with peers and mentors worldwide. Amidst this, I've striven to maintain my personal passions, nurture my health & well-being. That seems like a good solid milestone!

How do you foresee the realm of digital marketing evolving and changing in the years to come?

The next 2-3 years are pivotal. Technology matters, yet consumer behavior decides what sticks. Companies investing in digital now will thrive. Data privacy continues to be a huge concern for both consumers and advertisers and something is bound to shift here.

Irrespective of the medium, be it online or offline, brands that nurture trust with consumers will not only capture but also maintain their attention. This trust becomes the cornerstone of propelling digital payments, forming an essential connection. I'm really curious about AI’s impact on content and research. I used to be sceptical about AI taking over the jobs, but ChatGPT has totally pulled me in. I'm hooked to exploring how it can make content better, and I'm absolutely loving playing around with dall.e.

Navdha Dhingra , AVP – Digital Marketing, Future Generali India Insurance

In addition to her professional pursuits, Navdha is also a yoga teacher. A healthy body and mind, she believes, fuel cognitive functions, energy levels, posture, and sleep habits, thus contributing to excellence in all aspects of life.