Rikhia Chakraborty has evolved her marketing career from a management trainee to a regional category marketing manager at Reckitt. She discusses how marketing has changed from a traditional focus to becoming data-driven and consumer-centric. Chakraborty emphasizes that brands must authentically listen to consumers, continuously improve the consumer journey, and refine insights to find new opportunities, while still upholding core values like brand mission and quality. She encourages marketers to learn new skills, take risks, and evolve how they explore opportunities in a changing digital landscape.

1. Evolution of a
Brand Manager
KEYNOTE
Rikhia Chakraborty
REGIONAL CATEGORY MARKETING MANAGER
RECKITT
SINGAPORE ~ SEPTEMBER 15 - 16, 2022
DIGIMARCONSOUTHEASTASIA.COM | #DigiMarConSoutheastAsia
DIGIMARCONSINGAPORE.SG | #DigiMarConSingapore

2. Who am I ? And why am I
relevant?
oManagement Trainee at GSK Middle East
oJunior Brand Manager at GSK Middle East
oRegional Brand Manager GSK SouthEast Asia
oGlobal Senior Brand Manager Reckitt
oRegional Category Marketing Manager SouthEast Asia- Reckitt

3. Who are we now?
Pre 2014
Traditional
Marketing Focus
2015
Mimicking look-alike
audiences- Facebook*
2018
Can there be a “digital
only” campaign?
2022
No Turning back
https://www.matchnode.com/blog/history-of-facebook-ad-strategy/#:~:text=Rise%20of%20Facebook%20Ads%2C%20Page,marketing%20channels%20available%20to%20brands.

4. Traditional marketing core values
▪Brand Mission, value and brand personality
▪Being authentic, consistent and relevant
▪Consumer Journey
▪Storytelling differently
>>Product/service: Quality and future proof

5. Let’s talk about relevance
▪Learn/unlearn skills
▪Agility and data
▪Consumers dictate – live with it
▪Take risks

6. Bluntly and
simply put -
authenticity

7. Consumer
Journey-
continuously
improve

8. The Aha
moment!

9. To Recap
Evolve:
1)Brand Mission, Personality and tonality →Authenticity is still valued
2) Consumer journey → Continuously scrutinize data, listen in to your
consumers, amalgamate and improve and tell your story
3)Continue refining consumer insights → for new opportunities

10. Still Holds True

11. Evolve and Explore
RIKHIA CHAKRABORTY