Member Interview with Sylvia Assumpcao

We are delighted to bring you a Member Interview with Sylvia Assumpcao, Senior Director, Brand Marketing at OneStream Software

What’s your golden rule?

Data is marketing's best ally. In an environment where our decisions and funding are constantly scrutinised, having solid data to support our choices is invaluable. It ensures we're on the right path, and when needed, allows us to pivot quickly. Data is not just about numbers—it's about understanding our audience, refining our strategies, and continuously improving. It’s about making informed decisions that drive real result.

Who has been your biggest influence?

Bozoma Saint John – Bozoma's fearless approach to branding and her ability to bring a personal touch to global campaigns have been profoundly influential. She exemplifies the power of being unapologetically yourself in the corporate world.

What is your most hated business expression?

"Let’s circle back on that.” This phrase has become a bit of a catch-all for delaying decisions or avoiding commitment. In marketing, clarity and decisiveness are essential. If something’s worth doing, it’s worth addressing directly and with purpose, rather than kicking the can down the road.

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

The smartest decision I’ve made was to focus on building and nurturing a diverse team. By hiring individuals with different backgrounds, perspectives, and skill sets, we've created a dynamic and innovative environment that challenges the status quo. Investing in their growth not only helps them reach their full potential but also drives our collective success. The diversity of thought within the team has been a catalyst for creativity and has enabled us to better understand and serve our audience.

Which leader do you admire most and why?

Reshma Saujani, founder of Girls Who Code and Moms First, is a leader I greatly admire. What resonates with me is her willingness to speak openly about her failures and how she used those experiences to pivot her career and focus on making a lasting impact. Reshma’s dedication to empowering the next generation of women in tech and advocating for a more equitable workplace for all is truly inspiring. She’s a reminder that leadership is not just about success, but about resilience, adaptation, and driving meaningful change.

What keeps you up at night as a marketing leader?

As a marketing leader, I’m constantly thinking about how to stay ahead in a rapidly changing landscape. The pressure to innovate while staying true to the brand’s core values is immense. I worry about ensuring that our strategies not only meet the needs of today but are also adaptable for tomorrow. It’s about balancing the immediate demands with long-term vision—ensuring that every campaign, every piece of content, drives the business forward while resonating authentically with our audience.

Why is being part of The Marketing Society important for your career?

Being part of The Marketing Society is crucial for my career because it connects me with a network of like-minded professionals who are as passionate about marketing as I am. It's a space where I can exchange ideas, gain fresh perspectives, and continue learning from some of the brightest minds in the industry. This constant exposure to new thinking helps me stay ahead of the curve and drives my own journey forward.

Why does marketing matter to you?

Marketing matters to me because it’s the intersection of creativity, strategy, and human connection. It’s about understanding people—what they need, what they value, and how they make decisions. It’s about telling stories that resonate, building brands that matter, and creating experiences that leave a lasting impression. Marketing has the power to shape perceptions, influence behaviour, and drive change, which is why it’s so exciting and meaningful to me.

Tell us something that’s not on your CV

I played competitive volleyball throughout my life and was offered a full scholarship to play at a university in the US. Ultimately, I decided to pursue a career in marketing instead. It was a tough choice at the time, but looking back, it’s one that has allowed me to channel the same passion, discipline, and teamwork into a field that excites me every day. So far, I’d say it’s going pretty well!

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Published on 22 August 2024