Nandini Nandakumar - Smirnoff

The Radical Global Marketing Podcast

Nandini is an intrapreneurial Marketer and a collaborative leader with over a decade of experience in Marketing Fortune-500 brands within consumer goods, retail, and e-commerce.

She is a global marketer having worked across Asia, Europe, and North America, and has a track record of delivering strong business performance on legacy and turnaround brands. What fires her up is having an impact on consumers’ lives, businesses, and society at large. She is a bold & brave leader, who holds the performance bar high but also leads with empathy.

She is currently the Global Marketing Director for Smirnoff with Diageo North America. Nandini. A strong advocate of the importance of leadership in marketing, she is also one of the peer mentors in the Marketing Leadership Masterclass with Thomas Barta & Syl Saller.
In this episode:

Nandini's career reflects a deep commitment to the impactful blend of the art and science of marketing, emphasizing creativity and precision to influence consumer behavior positively. Nandini's journey showcases her ability to adapt to various market conditions and regulations, particularly noting the challenges and learning experiences from restrictive marketing environments like India.

In discussing marketing strategies, Nandini highlights the importance of local adaptation while maintaining a consistent global brand purpose, especially for global brands like Smirnoff. She explains how different markets necessitate unique communication strategies and how digital channels have become increasingly central in marketing across various regions. Nandini points out the significance of understanding local nuances to effectively engage consumers through appropriate channels, whether it be digital, print, or experiential marketing.

Nandini also delves into the role of agencies in creating brand-specific content, stressing the collaborative efforts between global and local teams to ensure brand consistency and relevance. She expresses enthusiasm for the evolving landscape of marketing, which increasingly integrates technology and data to enhance creativity and efficiency. Nandini's approach underscores a commitment to storytelling and emotional connection, essential for building strong, enduring brand relationships with consumers.

Here are some key marketing tips shared by Nandini:

• Emphasize both the art and science of marketing to create impactful consumer interactions.
• Adapt global brand strategies to accommodate local market nuances.
• Leverage digital and traditional media effectively to communicate brand ethos and offerings.
• Collaborate closely with agencies to ensure creative consistency and adaptability across markets.
• Utilize data and technology to improve marketing efficiency and effectiveness while maintaining a strong focus on storytelling and emotional engagement.