Ad Land’s Young Guns: Prachi Madiyar, Group Head, Puretech Digital

Prachi Madiyar comes in with a strong experience of over seven and a half years in the Digital Marketing arena, where she leads from the front. She started out as a Paid Media Analyst in 2014 and is now driving performance marketing campaigns for businesses across BFSI, Education, Travel and D2C brands on major digital marketing channels, as a Group Head at Puretech Digital.

In conversation with adgully, Prachi Madiyar speaks about her journey with Puretech Digital, long term career in digital marketing, success mantra, future plans, and more.

What particular skill sets do you think you bring to the table?

I believe I have a strong analytical and data-driven approach to problem-solving. I believe in a methodological approach, where statistical analytics are important to know insights and campaign recommendations. Performance marketing can be mastered through practical experiences and exposure to various campaigns. Along with having strong execution knowledge across multiple platforms about the key performance metrics, I also have quick decision-making skills, which are required to execute larger campaigns.

How did you join your current organisation?

After my graduation in 2014, I started my professional career with a media agency, where I got to work on various brands and various media channels. Later in 2017, I got to know about Puretech Digital through a friend. I was looking for work in a similar space, which had good culture, growth and ethics, and I joined the agency immediately as it checked all the boxes.

Icons in this field whom you look up to and how they have influenced you and your work?

There are a number of icons that have influenced not just me and my work, but a number of others. The top management at Puretech Digital has shaped me to become who I am today and will constantly keep inspiring me to scale greater heights, keep the learner in me alive as well.

What are the five most productive things that you do in your everyday routine?

• Starting my day early
• Avoiding electronic devices for the next 30 minutes
• Maintaining a tracker for daily tasks
• Daily catch-up calls with team members to set the agenda  
• Read about the latest industry trends

Do you think a career in this field is a viable one in the long term?

Definitely! This is an apt career if you are open to learning and experimenting. There is a huge change in online and content consumption behaviour, compared to the traditional marketing era. We have come a long way, and there’s a longer one to go.

What does it take to succeed in a career?

In today’s competitive career landscape, employers are looking for individuals who can bring fresh ideas to the table and take the initiative, start new projects, pitch new solutions and create new opportunities for the business. Also, one of the best ways to achieve career success is to keep assessing your performance and creating a detailed plan to achieve your goals.

What would be your advice to youngsters planning to enter this industry?

There is no stop to learning. Don’t think your study life is over; don’t lose the student inside you. Learn as much as possible. Step out of your comfort zone. Communication is the key. Ask as many questions as possible until you get your questions resolved.

Where do you see yourself in five years’ time?

Helping industries scale businesses, continue to mould digital strategists and growing talents to gain an enriching experience in the digital industry, getting recognised as an expert in growth marketing and a veteran digital marketer, eventually.

Is there any organisation that you would like to work with in the future?

I would love to continue working with people to build companies that create an impact within the digital domain in the future.