The role of a Head of Connections in a company is pivotal, often serving as the linchpin between technology, marketing, and overall business strategy. They are responsible for crafting and implementing a comprehensive digital strategy to enhance brand visibility, engagement, and ultimately, drive business growth in the digital sphere. Neharika Talreja, Head of Connections, Danone India, with over 20 years of versatile experience, has established herself as a seasoned professional in the digital domain. Commencing her career at HSBC, she honed her skills before venturing into freelance digital consultancy. Her journey led her to pivotal roles as a digital and tech lead at IMS Consultant, where she provided expertise to diverse sectors including telecom, IT, FMCG, and BFSI brands. Her significant tenure at Sanofi as Head of Connections further enriched her expertise, culminating in her current role as Head of Connections at Danone India.

Since joining Danone in 2016, Neharika has spearheaded the digital mandate, overseeing the entire digital portfolio for all brands. Beyond her digital leadership, Neharika Talreja has also embraced the responsibility of fostering inclusive diversity at Danone. This additional role allows her to drive a progressive mindset and cultivate an inclusive culture within the organization, aligning with Danone's broader ethos of holistic development. Her multifaceted expertise, encompassing digital prowess and a commitment to fostering an inclusive work environment, makes Neharika Talreja an indispensable asset to Danone India's growth and digital evolution. Let’s hear more from her in this interaction.

Describe the key areas of expertise you've cultivated throughout your tenure as a digital specialist in the Indian and global business landscapes.

Throughout my professional journey, a significant portion of my roles involved initiating digital frameworks right from their inception. This encompassed a thorough comprehension of business dynamics, market landscapes, competitive analysis, team establishment, formulation of digital strategies, and the facilitation of a shift in mindset. The diverse trajectories of steering strategies across varied brand categories, spanning legacy, emerging, and regulated brands, aimed at amplifying brand recognition, enhancing consumer lifetime value, and generating substantial increases in sales. These experiences provided invaluable learning opportunities, allowing me to specialize in comprehensive 360-degree marketing campaigns, optimizing media efficacy, and leveraging performance marketing techniques.

My expertise was further augmented through projects that spanned continents, including Asia, Europe, and the Middle East. I led significant digital transformations across borders, overseeing data integrations, digital analytics implementation, business intelligence strategies, and spearheading digital incubator initiatives. This multifaceted exposure contributed significantly to my comprehensive understanding of digital ecosystems on a global scale.

Introduce us to Danone India. Tell us about the various responsibilities you shoulder as the firm’s Head of Connections.

As the Head of Connections at Danone India, I am tasked with steering the digital strategy across all our brands. My responsibilities include leading digital activations, media management, and CRM initiatives. I specialize in crafting integrated marketing strategies spanning the consumer funnel, utilizing cross-channel marketing techniques. Driving innovation and adopting new technologies to tackle business challenges is integral to my role. Moreover, I oversee the consumer digital marketing model, establishing an ecosystem that combines products and services seamlessly. I spearhead technology and transformation projects while designing and executing strategic roadmaps. Collaborating closely with brands, I implement ROI-driven campaigns to boost brand metrics and drive top-line growth. Additionally, I develop social integrated e-commerce strategies integrating social media and campaigns to bolster sales. My role also involves monitoring digital insights, trends, and social listening while championing the cause of 'Inclusive Diversity' within our organization. Danone India, with its diverse product range, is committed to societal and environmental responsibility, recently achieving B Corp certification in November 2023.

In your view, what major obstacles do you face in your current position, and what strategies do you employ to tackle these hurdles?

The rapid evolution of digital landscapes due to emerging technologies necessitates constant vigilance to navigate effectively. Companies rely on us to guide them amidst this dynamic environment. My approach involves a commitment to continuous learning, maintaining an adaptable mindset, and staying agile to stay abreast of these transformations.

The complexity of consumer journeys, compounded by increasingly shorter attention spans, presents a significant challenge for digital marketers. Staying ahead of these diverse journeys poses a considerable hurdle. To address this, our team engages in consumer immersions, deeply analyses campaign insights and activations, and conducts thorough social listening. This practice aids in comprehending their triggers, behaviors, digital consumption patterns, enabling us to fine-tune our activations for relevance and strive for audience engagement.

How do you anticipate the evolution of technology trends in the near future and which trends do you believe will significantly impact business operations?

The ongoing advancements in AI and machine learning are already reshaping our technological landscape. The capacity for continual learning will revolutionize how technology becomes increasingly ingrained in our daily lives. The pivotal aspect for businesses will be acquiring the necessary skills and tools to effectively harness this evolution.

The realm of Digital Health and wearables is poised for substantial change, demanding brands to elevate their strategies in integrating these technologies into their marketing approaches.

Moreover, the emergence of New Realities such as XR (extended reality) will offer consumers immersive experiences across various touchpoints. This shift will reshape consumer-brand interactions, favoring brands capable of providing seamless and immersive experiences.

Guidance for aspiring female entrepreneurs/business leaders:

Embrace your passion with confidence and resilience. Focus on leveraging your strengths instead of dwelling on weaknesses, as everyone possesses them. Don't hesitate to venture into new domains and roles; your natural abilities as a leader, organizer, and multitasker are your strengths. Trust in your capabilities; your talents have brought you this far and will continue to propel you forward. Allocate time to expand your network both within and outside your circles to widen your sphere of influence. Above all, prioritize doing what you love—it's crucial for your growth and success.

Neharika Talreja, Head Of Connections, Danone India

Neharika Talreja is a seasoned professional in the digital realm, boasting over two decades of versatile experience across various industries. Her extensive skill set encompasses spearheading digital strategies, driving innovation, navigating digital transformations, and harnessing the power of technology to address business challenges.