Amrita Chandra is the Head of Marketing at CrowdRiff in Toronto. Amrita and I first met at a design event a couple of years back and have stayed in touch over the course of her last two roles. She shares how she ended up in marketing, what she believes is the best starting point for a marketing team in any industry and gets really honest about finding meaning in marketing roles. Having worked in marketing her whole career, Amrita shares what she loves most about the discipline and also what she finds most challenging. Her points around knowing when it's time to make a career change and finding meaning in her work are some of my favourite parts from our chat.
Tell me a little bit about your role and what it encompasses.
I’m the head of marketing at CrowdRiff, which basically means that I lead our marketing efforts. We mainly work with people in the tourism and hospitality industries - destinations, hotels, museums. Our tool allows marketers to find photos that people are sharing of their cities, get permission to use those photos and then bring those visuals into their own marketing. So future travelers see a blend of authentic and aspirational photography. It is a dream role in that I get to work at the intersection of many of my interests - travel, photography, social media and marketing.
Marketing’s role is to make sure that we reach the people who have challenges our product can solve and that once they have heard about us, to work with sales to generate revenue for our company.
My role within the team is to make sure that as a team we work on the right things, and are able to measure the impact of what we do, and demonstrate how we’ve helped the company grow.
What is a major aspect of your work that you don’t think people realize?
I feel like marketing is definitely misunderstood because conceptually it’s very easy. In theory, it’s not neuroscience but in practice, it can be complex. People often think marketing is just about tactics. The reality is that to do marketing well, you need to start with a deep understanding of your customers and find that overlap between what your customers need and what your company offers.
I feel people think marketing is just about sending out tweets or running an ad. There is a lot more thought behind it than I think people know.