February 27, 2019
With more than 10 years of experience with technology services companies, Sivan brings to the table her in-depth knowledge of digital marketing and superior project...
With more than 10 years of experience with technology services companies, Sivan brings to the table her in-depth knowledge of digital marketing and superior project management skills. At Qualitest, she leads global marketing campaigns and manages a variety of projects, public relations outreach, and partner initiatives. Below are the highlights of our interview with Sivan.
What first inspired you to get into the marketing field?
I have always been fascinated by marketing, advertising and communications. As a child, I used to follow global brand campaigns. I can honestly say that I was interested in the creative and the media before I even knew of any marketing concepts. My curiosity and love for media led me to study Business Administration, with a focus on marketing and advertising. Since then, I have had many opportunities to broaden my marketing and technology knowledge and skills.
What are some of the more memorable marketing projects that you have recently completed?
In my current role as a marketing manager at QUALITEST, the world’s #1 software testing and QA company, I had an opportunity to lead a momentous and historic rebranding initiative. In January 2019, after nearly a full year of intensive work with the company’s senior executives, we launched the new branding, replacing the messaging and positioning that Qualitest has used, unchanged, for nearly 20 years.
The task of rebranding a leading global organization with 3,000 employees in 5 regions around the world required innovative strategic thinking and precise coordination of many components of a modern, omni-channel marketing campaign.
In your opinion, what makes someone a good marketing manager?
A good marketing manager has a passion and desire for marketing, ability to innovate and identify new trends. It’s someone who is intimately familiar with the organization in which they operate and can clearly understand the company’s goals and objectives.
An effective marketing manager is an evangelist who builds and executes a clear marketing strategy that reaches its target audience, and who understands the customers’ needs and sends a sharp and strong message. I believe that combining these qualities with the aptitude for measuring results and analyzing data is what makes a marketing manager successful —in any company.
Can you cite an example of a company or brand whose marketing you find inspiring and effective?
Unilever “Dove”. This brave company challenges conventional models in women’s beauty product campaigns. Unilever pioneered new concepts in its “True Beauty” messaging, by showing real women, not models, in all their shapes and forms. Their popular videos that show “the making of an image” are high-speed clips that demonstrate how digital images are being distorted and manipulated by applying filters and corrections. These “before” and the “after” videos have gone viral, reaching millions of viewers, and empowering women to feel better about their body images and themselves.
What does “digital marketing” mean to you?
Digital marketing is the main component of marketing today. For me, it is the crucial point of contact in the client’s journey, which comes in a variety of innovative forms and reaches an audience through a multitude of channels that didn’t even exist a decade ago – from programmatic media buying in television, to influencing of millions of users through Instagram. Recent research shows that companies’ investment in digital marketing is equal to what they spend on TV advertising.
What advice would you like to share with new marketing managers?
Don’t ever stop learning and deepen your knowledge. Learn about the organization you work in, its history and people. Learn in-depth the intricacies of a product or service you are marketing, and of course, expand your marketing toolbox at every opportunity.