At the forefront of a rapidly evolving world, one of the prominent high-growth AI-driven FinTech firms specializing in intelligent data analytics for global insurers and credit providers is Galytix. Galytix was founded in 2015 with the intent of developing a Smart Data Analytics platform that would allow risk professionals to make smarter, faster, and more informed business decisions. For international financial players, the firm deploys integrated data ecosystems that delivers Early Warning Signals (EWS) and advanced predictive analytics. The platform leverages machine learning technology to visualize unstructured and structured data in an end-to-end solution- putting comprehensive, granular, and up-to-date data with speed and cost-effectiveness.

Significantly a seasoned marketing leader, Priyanka Das is solely responsible for the Brand of Galytix. She has been generating a lot of value for the organization with her expertise in Integrated communication strategy, brand management, and product marketing. Priyanka adds, “My responsibility is to craft strategies for all Marketing teams including Brand, Digital, social media, Communications and Public Relations. I have been nurturing the marketing ecosystem within Galytix for Indian and European markets, building a premium and client-centric brand".

In an exclusive interview with Women Entrepreneur magazine, Priyanka Das, Head - Marketing & Growth at Galytix talks more about her unique play at Galytix as well as her exceptional professional trajectory.

Take us through your early educational journey and prior industry experience that you bring to the table. What sparked your interest in the field of marketing?

I completed my MBA with a Marketing major, since then I've developed a keen interest in the marketing field. Whether it was a television commercial or new product development, I always sought to address problems in a creative way. I was able to go deeper into it while working in Citibank. It was then that I realized I wanted to pursue Marketing as a career and become an expert in this domain, moving from offline marketing to performance marketing. Further, my role at Max Life provided me with the opportunity to combine commercial knowledge with a greater understanding of client personas and psychology. The platform taught me how to create customer-centric brands and convey product value in a clear and concise manner as well as how the appropriate influencers can assist in generating brand imagery on both social media and offline platforms. I genuinely believe that integrating offline and online platforms can help a brand stand out and cut through the clutter.

What are the various roles & responsibilities that you currently shoulder at Galytix? Tell us about the challenges you face and what strategies do you use to overcome them?

My responsibilities at Galytix are varied, and they involve developing strategies for multiple markets in India and Europe which includes managing agencies and projects across multiple countries, each with its own set of time zones, cultures, and languages. However, I've realized that with time and meticulous planning, I can manoeuvre through the challenges. It has been quite an exciting journey so far, both in terms of learning new skills and leveraging my leadership qualities.

“I genuinely believe that integrating offline and online platforms can help a brand stand out and cut through the clutter”

What are some key strategies and tools you employ to build effective campaigns and assist firms in communicating with their target audiences?

The answers to the most difficult questions, in my opinion, are basically easy. Always thinking from your customer's perspective is the simplest and indeed most helpful strategy of all time. Represent your customer where they are, and become a part of their journey and experience. Any communication that focuses on these fundamental concepts is bound to succeed. We must put ourselves in the shoes of our customers and determine what sort of brand we want to be and what products we want to offer. It's one thing to structure communication, but it's a very different ballgame to deliver it. The most critical part is determining which tool and platform will produce the best outcomes.

Are there any activities or hobbies you like to indulge in when time permits?

I have a strong interest in making handicrafts. I am very passionate about my artworks, and I strive to devote as much time as possible to hone my talents and passion. Besides that, I have a 4-year-old son with whom I love spending time. My family has been the most supportive pillar in my life thus far, and with their help, I have been able to achieve my goals.

Drawing from your experience as a business leader, what would your advice be to young women and girls who aspire to become business leaders and entrepreneurs in the future?

Have conviction in yourself and your ability. You can do anything if you work on your skills and are purpose-driven. Women are breaking down barriers all across the world and demonstrating that women have what it takes to be great business leaders. So, stick at it and create yourself your own route to success.

Priyanka Das, Head- Marketing & Growth, Galytix

Leveraging 12+ years of experience to successfully strategize and lead large-scale campaigns worth over Rs.20 crore and managed/ mentored multiple team members.