Nushrinah Sadeer recently joined Carlota Pico to discuss her role as global marketing manager for NetApp, a data authority for hybrid clouds. Nushrinah explained how she started her journey at NetApp through an internship position when she was younger, and how she’s since advanced to managing the brand’s markets all over the world. She also shared tips for prioritizing campaigns and getting creative with a small budget.

You can watch the full conversation in the video above or on YouTube, listen to the podcast on Apple and Spotify, and read our recap below.

Key takeaways

  • Nushrinah started on the path of IT when she joined a camp run by IBM called EXITE—short for EXploring Interests in Technology & Engineering—which was developed to encourage young girls to pursue academic disciplines in STEM fields.
  • Embracing new challenges is fundamental in marketing, since markets are constantly changing. Being open-minded is also crucial, since you’re working with so many different cultures and languages, as is the ability to come up with short-term and long-term solutions to any problems that arise.
  • Brands that have made waves during the pandemic are those that have thought outside the box—or in Glade’s case, inside the box! During lockdown, Glade came up with a fascinating way to reach audiences involving online orders, bubble wrap and QR codes, allowing customers to have a personal experience with the brand at home.
  • There’s a magic formula for prioritizing campaigns: understanding your target audience and how to reach them; having clear strategy goals, objectives and a timeline; assessing risks, costs, resources and budget; and tracking realistic measurable metrics.
  • Content can be tricky; it needs to be engaging and interactive. Popular ideas for interactive content include infographics, polls, surveys, webinars and digital events. It’s also important that audiences are approached in the right way—especially when absolutely everything is online.

It’s essential to be open-minded; you’re going to work with a wide range of stakeholders from different cultural backgrounds and countries who speak different languages, so it’s really important that you can embrace this.

Rapid-fire recs

What’s an app or tool that you can’t work without?

Microsoft Teams. It’s been so useful during lockdown, when everything has become remote. It makes it easy to collaborate and chat with different stakeholders worldwide.

Your source of inspiration?

My source of inspiration isn’t an influencer or anyone famous—it’s my grandpa!

I’m also inspired by the Brazilian racing driver Ayrton Senna, who pursued his dreams despite facing many challenges in his career.

A valuable resource, book or hashtag?

I’m more of a TV person than a book person, and I enjoyed watching America’s Next Top Model. It’s a great show that touches on brand identity, which is crucial for every organization and individual to be unique and stand out from the crowd.

However, if I were to recommend a book, it would be one about IT and DevOps called “The Phoenix Project.” It teaches you about the importance of breaking down silos at the organizational level, in order to identify and manage constraints. It also teaches you how to develop a collaborative DevOps culture to improve agility and technical information.

As for hashtags, I like #BeUnique and #BeYourself. I love the positive content that pops up when you search for them.

Connect with Nushrinah and Carlota on LinkedIn.

This post was edited by Mary Kresge, a freelance content creator based in Madrid.

For more insights into global marketing management, check out:

Really get to know your customer – Teodora Takacs, EMEA marketing director

Leverage multichannel marketing – Fabio Peyer, EMEA senior marketing manager

Reimagining staycations – Jasmine Anderson, global content marketing manager

To see the full transcript, click on page number 2 below.