In the vibrant realm of modern leadership, Manasi Mulasi stands out as a beacon of innovation and adaptability. As the Head of Marketing at CFIRST, her journey from journalism to corporate reflects the fluidity of success in today's fast-paced world. With a knack for navigating diverse industries and a commitment to continuous evolution, Manasi embodies the spirit of modern leadership – compassionate, versatile and agile. Join us as we delve into her captivating journey and uncover the secrets to her success. Let’s hear more about her in this one-on-one interaction.

Could you walk us through your previous industry experience that you bring as a marketing leader? What were some of the most pivotal moments in your journey?

My journey has been one interesting ride where I got to experience the best of the world in just 15 years! After navigating the realms of oil and gas, FMCG, manufacturing, community services, technology, telecommunications, and fintech, I am now working within the HR and TA fraternity.

This diverse background has provided me with a deep understanding of the customer mindsets which further helps me develop effective marketing strategies. Improved customer understanding also enables personalization, boosts brand awareness, and drives business growth. It’s akin to having a reliable compass to navigate complex terrains, ensuring that marketing efforts are precisely targeted and impactful.

Could you elaborate on the key areas of expertise you have developed as a leader in marketing and communications?

My background in content development has taught me the importance of precise messaging and positioning in marketing a product. In order to develop successful campaigns, marketers must deeply understand their products and empathize with their customers. During my experience in customer facing roles, I have been able to understand the global mindset, cultural nuances and priorities of the customers. I am grateful for this experience that really helped me shape up as a professional.

As a leader, I adhere to McGregor’s Theory Y, which posits that people are inherently motivated and responsible. I believe integrity is the cornerstone of a successful workplace. While processes can organize work, integrity drives it. Success hinges on doing the right thing at the right time and in the right way. This philosophy ensures that our marketing efforts are not only effective but also ethical and sustainable. By blending traditional wisdom with modern techniques, we can create impactful and meaningful campaigns.

Please introduce us to cFIRST and outline the key responsibilities you handle as the Head of Marketing for the company.

CFIRST is a global leader in background screening, renowned for its adherence to Character, Commitment, and Competence. Over the past 15 years, CFIRST has become the preferred partner for thousands of organizations worldwide seeking to strengthen their workforce. We enhance the client experience through a user-friendly online platform that simplifies ordering background checks, collecting documents, tracking live statuses, and retrieving results. CFIRST's intelligent platform mechanics, multiple screening capabilities, and responsive interface ensure faster turnaround times. We have also been consistently outperforming our competitors in client and candidate ratings, evidenced by our 97 percent client retention rate and 98 percent customer satisfaction rate.

As the Head of Marketing at CFIRST, my responsibilities include strategizing annual marketing activities, budgeting, and ensuring maximum ROI on marketing spend. I generate demand for the CFIRST brand in the global market and convert this demand into actionable leads. By promoting our services and reputation through strategic planning and execution, I aim to solidify CFIRST's position as a leader in the background screening industry.

What are the most critical challenges you face as a marketer in today’s business landscape, and how do you overcome these obstacles?

Much more than earlier, marketing today is a multi-dimensional field including numerous sub-domains and the ever-expanding gamut of marketing activities. One significant aspect that acts as both a challenge and opportunity, is the abundant data availability. While you can access any data point you need, the key lies in effectively utilizing this data for decision-making. Big data presents challenges such as maintaining the data, breaking it down into meaningful subsets, and ensuring global compliance. What a marketer really needs is a centralized data lake to avoid dealing with siloed data. When you create repositories of all the data you need, you can compare, and visualize better thereby making effective marketing strategies.

In today's volatile business environment, how can marketing leaders ensure their organizations and brands are future-proof?

Innovation and adaptation are vital for contemporary growth. Disregarding changes can be detrimental, especially in an era characterized by rapid transformations. There are numerous examples of heritage brands fading into irrelevance due to their inability to keep up with societal disruptions. In the data-driven realm of marketing, evolution has been substantial over the past decade, and this trend will likely accelerate. Successful marketers will prioritize staying ahead of the curve by striking the right balance between calculated risk taking, human insight and digital strategies.

Shed some light on your pivotal professional milestone and what guiding principle or mantra has propelled your success over the years?

Throughout my career, I've set incremental goals to maintain clarity and avoid disillusionment. My guiding principle is continual improvement. As a working mother, there have been times when I faced conflicting priorities and I truly believe these commitments and choices are what shape you as an individual. Balance is the key for any working woman today. Keep striving for better – individually, in your personal life and as a professional. Regardless of the pace, I persistently strive for advancement. The ethos is simple: never cease the journey of self-improvement and always endeavor to evolve into a better version of oneself. This relentless pursuit of growth has been fundamental to my professional journey and personal development.

Manasi Mulasi, Head Of Marketing, CFIRST

Manasi Mulasi, Head of Marketing at cFIRST, is an IIM-A alumnus with a Masters in Journalism. She is an expert in customer engagement, and brand building with 15 years of diverse experience under her kitty. With a philosophy of continuous improvement, Manasi believes in setting incremental goals, ensuring both professional success and personal growth.