In her CM Spotlight, Sharanya Vijayarangan, CM, Marketing Manager at Pathway Communications, believes the Chartered Marketer designation represents the gold standard in the Canadian marketing profession. She credits the art of storytelling with inspiring her to become a marketer. Sharanya shares her excitement about AI-driven marketing and sustainable practices shaping the profession’s future. Sharanya suggests that marketers be open to change and embrace continuous learning as the key to staying relevant.

Gold Standard

The CM program represents a gold standard in marketing, equipping professionals with strategic, data-driven, and sustainable marketing skills. It builds expertise and credibility, ensuring that marketers are prepared to adapt and lead in a rapidly evolving landscape. The CM program emphasizes ethical and sustainable practices, vital in today’s marketing ecosystem. The Chartered Marketer is more than a designation; it’s a commitment to continuous learning, innovation, and fostering meaningful connections with both customers and teams.

The Art of Storytelling

My inspiration to become a marketer stemmed from the art of storytelling and its ability to create lasting connections. Marketing offers the unique opportunity to blend creativity with strategy, crafting messages that resonate with diverse audiences. Early in my career, I recognized marketing’s power to influence behaviour, build trust, and drive positive change.

I was captivated by how marketing could align a brand’s values with societal needs. Campaigns supporting sustainability, inclusivity, and innovation reinforced my decision to pursue this profession. The dynamic nature of marketing, and its ability to make an impact, have kept me inspired throughout my journey.

Embrace Adaptability

I wish I had known how critical it is to embrace adaptability. The marketing field evolves at lightning speed and staying curious and open to change is essential. Understanding that leadership is about more than simply guiding teams is critical to fostering collaboration and innovation.

Remaining Relevant

One unique challenge in marketing is balancing creativity with data-driven strategies. While data provides invaluable insights, relying on it too much can stifle innovation. Another pertinent challenge is navigating through the ever-changing consumer expectations. Marketers must constantly monitor trends, anticipate needs, and adjust strategies to remain relevant.

Sustainability has also become a pivotal focus. Today, marketers must promote ethical practices while ensuring campaigns are both impactful and socially responsible. This dual responsibility of driving business results and fostering positive societal impact adds a layer of complexity that requires skillful navigation.

Well-Prepared for Change

I stay current by engaging in professional communities, attending webinars, following marketing leaders, and networking to exchange insights with peers across industries. I also experiment with emerging tools and strategies, ensuring I am well-prepared for change.

Marketing has shifted from being primarily intuition-based to heavily data-driven. While creativity remains crucial, decisions are now grounded in analytics and customer insights. Another significant change is the growing emphasis on sustainability and ethical marketing, reflecting the evolving values of both consumers and organizations.

Dealing with Challenges

Balancing highly demanding professional responsibilities alongside continuous learning and upskilling was a notable challenge. I overcame challenges by honing my time management and prioritization skills. Another challenge was transitioning to leadership roles, where I had to learn to foster collaboration and innovation while driving results.

Continuous Learning, Adaptability and Resilience

The defining moment of my career was leading an award-winning sustainability-focused marketing campaign that achieved business goals and aligned with my values. It was rewarding to see how purpose-driven strategies can make a tangible impact, both for the brand and society. Another memorable moment was completing the CM program while managing my professional responsibilities and pregnancy. This experience solidified my belief in continuous learning, adaptability and resilience.

New Possibilities

I’m excited about the rise of AI-driven marketing, which is transforming customer engagement through hyper-personalized experiences and predictive analytics. Another trend that excites me is sustainable marketing. With consumers increasingly valuing ethical practices, there’s a growing opportunity for brands to lead with purpose. Additionally, immersive technologies like Augmented Reality (AR) and Virtual Reality (VR) create new possibilities for storytelling and audience interaction, making marketing more dynamic and engaging.

Fulfilling and Impactful

I advise marketers to be curious and embrace continuous learning, which is the key to staying relevant. Second, focus on understanding your audience and their needs after all empathy is at the heart of effective marketing. Third, don’t avoid challenges or setbacks, as they provide the greatest learning opportunities. Fourth, collaborate and learn from peers, as the best ideas often come from teamwork. Finally, and most importantly, aligning your work with your values as purpose-driven marketing is fulfilling and impactful.

 

 

Becoming a Chartered Marketer not only boosts your credibility but also ensures you stay competitive in this evolving field. Download the CM Brochure to learn more about the pathways to becoming a Chartered Marketer program today and take a significant step in your marketing career.