Have you ever wondered what it would be like to be a performance strategist? Performance marketing is – as its name suggests – marketing based on performance. It’s a term that refers to a skillful combination of online marketing and advertising campaign programs.
Did you know that between 2019 and 2020, digital marketing budgets saw an increase in an average of 13%? This upward trending budget indicates an uptake in digital marketing. Technology is constantly changing, and performance marketing uses those advancements to drive successes. Performance marketing initiatives are the latest ‘hot’ thing, and not likely to go away, in fact, it’s likely to dominate the marketing sphere for the years to come.
As a result, a performance strategist plays a key role in the future of marketing. This week, we hear more about what makes a performance strategist tick, and how our very own performance strategist, Geetha Boyani, found her way to the #2StallionFamily.
Tell us about yourself! Who are you and where did you come from?
Hey! I am Geetha. I’m a Performance Strategist at 2Stallions. To break down my job title, I build data-driven strategies to reach target audiences in the digital space. I specialize in Search Engine Marketing (think of Google!). Furthermore, I’m a tech nerd, especially when it comes to tracking what users do on a website and how they become customers.
I come from an Engineering background, with a degree in Civil Engineering. Fresh out of college, I found an interest in the financial aspects of construction projects. Later, I went on to get a Masters in Project Management. After graduating, I made the conscious decision to switch to a career that blends my interest in dollars and numbers with project management. I must say I found that golden blend in digital marketing.
Is there someone who inspires you? Or something that motivates you?
I don’t really have role models per se. Being a numbers person, I find motivation in results. I wake up every day knowing I have a challenge ready for me at work. Solving these challenges and hearing “wow, it’s solved!” is definitely inspiring. I store these reactions so I can draw on them when things get tough.
You’ve come from a non-marketing background. Was it difficult for you to work in a field that was outside of your degree specialization? Do you have any advice for fresh graduates who are currently looking for jobs and are open to explore different career paths?
The world of work has changed drastically. We’re moving away from the belief that your degree decides your entire professional life and with technology updating practically every day, new opportunities are constantly created.
I started my journey as a fresher in all three companies I have worked in so far. Each experience has been different however the common learning has been to stay teachable. Also, as freshers, we come into industries with some expectations like about the kind of work we do, or the team we are in. We all need to identify what our priorities are, not every workplace has a pool table. Ask yourself, does that even matter? What worked for me was to find a mentor or friend to talk with. Those conversations helped me manage my expectations.
Are there any tips or tricks you use to get yourself going when you might find yourself stuck with developing a strategy or tactic to help a client or even your own personal brand?
Competition is a Pandora’s Box of insights. When I develop strategic plans for clients, I take time to check out what the competition is doing. This puts me in the place of an end user. When I am stuck, I go back to that user journey and ask myself, “Why would I go for this <brand> vs the other?” This gives me a new perspective on what I am missing and how I can better provide for my client.
Can you share some of your favorite marketing guides/non-marketing books?
I prefer to listen to podcasts or read blogs for marketing aspects. Currently, I have The Paid Search Podcast and Neil Patel’s Marketing School on my playlist. The audiobook Hacking Growth by Sean Ellis is lined up as my next read.
As for non-marketing books, I found Girl, Stop Apologising by Rachel Hollis memorable. It’s a must-read for anyone feeling that they are not good enough.
Is it true that an agency life is work without play? Tell us a little bit more about the culture at 2Stallions.
Honestly, I was scared to join an agency after hearing those stories. After joining 2Stallions, I believe the team played a huge role in helping me fit in. Our agency culture is best defined as “supportive”. I found amazing friends in my co-workers. Even though we are all working from home for most of this last year, we have come together virtually (and sometimes in person) to catch up on life outside work.
What about outside of work? What makes you tick?
Anyone who knows me associates me with the word “Toastmasters”. When I am not working, there are high chances that I will be working on Toastmasters related projects.
Toastmasters International is a not-for-profit organization, based in the USA, committed to developing communication and leadership skills with a learn-by-doing approach. In Singapore, there are more than 200 clubs where people can practice their speaking skills. I have been part of Toastmasters for close to 10 years now, and through this movement, I have met my mentors as well as got the opportunity to mentor others. To an extent, I would credit Toastmasters for helping me identify digital marketing as a career choice.
Connect with Geetha on LinkedIn to learn more about her work as a performance strategist or about her work with Toastmasters!
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