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Member Interview with Abilash Jai baskaren

We are delighted to bring you a Member Interview with Abilash Jai baskaren, Marketing Automation Professional at BT Group plc.


What’s your golden rule?

Know my audience, be empathetic, and understand what they want. I believe in carefully identifying what my customer wants, and then showing them that I can provide them with the service that will meet those needs. Once I know what people expect of me, I can tailor my business objectives to meet their needs and develop a marketing plan that clearly outlines the specific initiatives required to achieve the marketing objectives and business goals.


Who has been your biggest influence?

Raja Rajamannar, the Chief Marketing Officer of MasterCard, has been one of my biggest influence. His journey in the field of marketing has been truly inspiring and has shaped my approach towards marketing.


What is your most hated business expression?

Think outside the box. I believe that creativity and innovation can happen within the constraints of a situation and do not always require one to think outside the box.


What’s the smartest business idea you’ve ever had?

To create a food brand starting from a multigrain nutritional health mix. This idea combines the growing trend of health consciousness with the need for convenient and quick meal options.


Which leader do you admire most and why?

I admire Ratan Tata the most. His pioneering efforts in various industries and his commitment to philanthropy are truly commendable. His leadership style and vision have had a significant impact on me.


What keeps you up at night as a marketing leader?

The proliferation of digital clutter keeps me up at night. I believe the challenge lies in cutting through this clutter and reaching the target audience effectively.


Why is being part of TMS important for your career?

Being part of The Marketing Society is important for my career as it allows me to be part of an aspirational community. It provides me with the opportunity to network with like-minded people, learn from the best, and make a difference in the industry.


Why does marketing matter to you?

Marketing matters to me because it allows me to assist and influence someone’s decision in their buying journey. Having the right balance between data and creativity is about understanding the customer’s needs and providing solutions that not only meet but exceed their expectations.


Tell us something that’s not on your CV

Apart from my professional achievements, I am super interested in the world of investing and stock markets. I am also passionate about volunteering for cancer treatment initiatives. My journey has been one of resilience and adaptability - from studying biology and science in school, engineering in college, to pursuing marketing as my passion and career.


Published on 8 April 2024


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