Unconscious gender bias in organisations remains a challenge: Monika Mishra

We, at Adgully, have always saluted and honoured women managers and leaders across diverse fields. Over the years, W-SUITE is a special initiative from Adgully that has been turning the spotlight on some of the most remarkable women achievers in the M&E, Advertising, Marketing, PR and Communications industry.

In conversation with Adgully, Monika Mishra, Director Marketing, MobiKwik, speaks at length about her advice to aspiring women leaders, how the industry has evolved and extended opportunities to women leaders, and much more.

As a successful woman in the field of marketing, what advice do you have for young women who aspire to build a career in this industry?

My advice to the beginners in marketing is to always remember that marketing begins and ends with the consumers. They are at the core of everything we do. Hence, it is really important to give enough time to truly understand the consumers’ needs, desires, and preferences. This understanding will form the foundation of your marketing strategies.

To gain a deep understanding of consumers, consider starting your journey by taking up sales roles. Spending time on the field will provide invaluable insights into consumer behaviour and help you build a solid foundation.

Marketing is data-driven. Learn how to collect, analyse, and interpret data to make informed decisions. Familiarise yourself with tools like Google Analytics, social media analytics platforms, and consumer behavior trend reports. These resources will provide you with the arsenal you need to create effective and impactful marketing campaigns.

As a marketer, it is imperative to be an active listener. Additionally, creativity plays a significant role in a marketer’s life. Cultivating listening skills, exploring different perspectives, creativity, and innovation is essential. Seek inspiration from various sources and never be afraid to take risks. It is through a creative and insight-driven approach that you will develop unique and memorable marketing campaigns that resonate with your target audience.

How do you think the marketing industry has evolved in terms of opportunities and challenges for women professionals over the years?

I think across industries there has been a positive shift in terms of opportunities for women professionals. More organisations are recognising the value of diverse perspectives and are actively involving women professionals. 

Specifically in the case of marketing, the inclusion of diverse perspectives leads to better results, making it imperative for the marketing field to embrace and prioritise the involvement of women professionals. Women excel at wearing multiple hats, allowing them to offer unique viewpoints and a deeper understanding of the target audience. Their contributions bring a fresh and insightful perspective that can effectively resonate with consumers.

There is definitely greater recognition of women’s talent, expertise, and contributions. However, challenges related to work-life balance, bias, and stereotypes still persist. I believe continued efforts to promote gender diversity, equal opportunities, and inclusive practices are still very crucial.

Could you share some insights on how MobiKwik has fostered a supportive and inclusive work environment for women employees?

MobiKwik has embraced an inclusive work culture, where women hold leadership positions, and gender parity is maintained across departments. 50% of the leadership team at MobiKwik is women and there is an absolute parity in terms of career progression, responsibilities, and recognition. 

There are women in tech, ops, product, marketing and across business teams. The organisation values and acknowledges that women often juggle multiple responsibilities. And therefore, there is an active effort to create an environment that enables women to grow professionally without compromising their personal obligations. Crucial interventions like flexible working hours, remote work options, mentorship sessions, and comprehensive support for childcare, catering to the needs of women who require it make the employees feel valued and enjoy their work. 

What initiatives or programs do you think are crucial for empowering women in the workplace, particularly in leadership positions?

First and foremost, organisations should establish mentoring programs that connect women with experienced leaders who can provide guidance, support, and advocacy. Additionally, leadership development programs tailored for women can help enhance their skills and confidence to excel in leadership roles. Creating inclusive policies and practices that promote work-life balance, flexible schedules, and parental leave can also support women in managing their personal and professional responsibilities. Furthermore, fostering a culture of diversity and inclusion, where everyone’s voice is heard and valued, is essential. Finally, organisations should actively address unconscious bias through training and awareness programs to create a more equitable and inclusive work environment. 

In your opinion, what are the key skills and qualities that women should cultivate to succeed in marketing roles?

Key skills for success in marketing roles include creativity, strong communication, adaptability, analytical skills, and collaboration, regardless of gender.

Have you faced any specific challenges or biases as a woman in a leadership position in the tech industry, and how did you overcome them?

As a leader in the tech industry, I have been fortunate to have a supportive environment that values diversity and inclusion. While I have not personally faced specific challenges or biases as a woman in a leadership position, I am aware that many women do encounter obstacles. To overcome these challenges, it is crucial to build a strong professional network, seek mentors, challenge bias and stereotypes, pursue continuous learning, develop strong communication and negotiation skills, advocate for diversity and inclusion, and find allies and support systems.

How can organisations promote gender diversity and equal representation in their marketing teams? What strategies have you implemented at MobiKwik?

Organisations have made significant progress in recognising the importance of diversity and different perspectives in driving business growth. However, there is still work to be done. While policies are in place to prevent gender-based differentiation, unconscious bias remains a challenge. It is crucial for organisations to offer training programs that address unconscious bias, diversity, and inclusion in the workplace. Facilitating open dialogue and providing platforms for networking, mentorship, and advocacy can help address any biases that persist. Instances of bias or discrimination should be promptly and effectively addressed. It is important to acknowledge that women juggle multiple roles and should not have to compromise. Interventions should be in place to support women in effectively balancing their personal and professional responsibilities.

In my team at MobiKwik, gender discrimination is non-existent. There are more women than men in my team and it feels like we are a perfect blend. I believe we create better outputs when work is fun and that’ where culture plays a major role, and what could be a better way to create culture than to practice it. I encourage my team to voice their opinions fearlessly and bring in diverse perspectives. After all, what’s the fun without having varied viewpoints and then jamming together to come to a consensus? We challenge each other and bring the best together. And of course, we have each other’s back. We emphasise on 3 Cs in my team – Collaborate, Create and Celebrate.

In the era of digital marketing, what opportunities and trends do you see emerging for women entrepreneurs and marketers?

In today’s modern era of marketing, social media platforms have brought marketers closer to their audience, providing quick access to audience responses and direct communication with users. However, the overwhelming amount of information available today presents challenges, including shorter attention spans and the increased difficulty of staying top-of-mind. This is where creativity becomes crucial. 

Personalised marketing and authentic storytelling offer a unique advantage for marketers. Building meaningful relationships and connecting on a deeper level with customers can be leveraged to create compelling brand narratives. The future of creativity will be powered by data and technology.

Social media platforms and online communities have leveled the playing field, enabling women to showcase their businesses and reach a global audience directly. Additionally, the shift towards remote work and flexible arrangements is an emerging trend that benefits women entrepreneurs and marketers. It provides them with greater flexibility to balance personal and professional responsibilities, leading to increased productivity and job satisfaction.

Could you share any personal experiences or anecdotes where being a woman has influenced your marketing strategies or decision-making process?

Absolutely! One of my memorable experiences was working on a campaign targeting female consumers. Being a woman myself, I had a deeper understanding of the struggles and aspirations of my target audience. This personal connection influenced by marketing strategies, as I focused on creating messaging that empowered and celebrated women. I incorporated relatable anecdotes and narratives that truly resonated with them. Being a woman, I was closer to my audience’s sentiment and this allowed me to bring a relatable perspective to the table and create campaigns that truly connected with our female consumers at a deeper level.

What advice would you give to women who are striving to balance their personal and professional lives in high-pressure roles like marketing?

First and foremost, prioritise and set boundaries. Ensure that you allocate time and energy to both personal and professional aspects. This will help maintain a sense of balance and prevent burnout. 

The marketing landscape is dynamic, and change is inevitable. So, it's crucial to stay curious and commit to continuous learning and adapt your strategies with the changing trend to stay ahead of the curve.

Marketing is a collaborative field, so it’s crucial to work effectively with cross-functional teams and build strong relationships with colleagues. Attend industry events, join professional marketing associations, and engage with fellow marketers to build a robust network and gain valuable insights and stay updated on industry trends.

Remember, self-care is not a luxury, but a necessity. Take care of yourself physically, mentally, and emotionally. Make time for activities that rejuvenate you and reduce stress, such as exercising, practicing mindfulness, pursuing hobbies, or spending quality time with loved ones.