This Women’s day, MediaNews4U.Com is acknowledging women leaders of the Media, Marketing, Broadcast and Advertising fraternity who have given more than expected.
DCMN (www.dcmn.com) is the growth marketing partner for digital businesses and start-ups. The company’s holistic, data-driven approach combines technology with expert knowledge to grow the market leaders of tomorrow. From its headquarters in Berlin and five international offices worldwide, DCMN equips its clients to scale efficiently in their own markets or internationally, whether they need creative, media plans, or growth strategies. All of this is supported by technologies DCMN designs and builds – based on over a decade of experience helping digital brands grow.
In this segment Bindu Balakrishnan, Country Head, India, DCMN shares her experiences and breaking the gender stereotypes and how she continues to inspire many other women who are true leaders in the making.
Journey
I started my career in the health tech space after studying marketing at university – working first in India and then later in the Netherlands. I then moved to Berlin, Germany, and in 2013, I decided to jump head first into the adtech space, launching a mobile attribution startup called 1SDK with my husband.
That’s when I first came across DCMN, who were leaders in the TV attribution space. They were keen to expand into mobile, and ended up acquiring 1SDK. Today, DCMN is a growth marketing partner to hundreds of leading digital brands all around the world, working across both online and offline campaigns.
Our partnership with DCMN came at an interesting time, as the company was very aware of the huge boom in the Indian digital ecosystem and keen to expand its footprint in the region. I was given the opportunity to set up the India team in 2016, and have been working steadily since then to grow the team and our client base. We’re really proud to now be working with some of India’s most exciting brands, including names like UpGrad, Truecaller, Rebel Foods and WinZO.
I’ve pivoted a lot in my career, and I’ve loved each new challenge that’s come with the different roles and industries I’ve worked in. I’m very comfortable with change and love trying new things, which I think stems back to my childhood – my father was a naval officer, which meant we were used to moving every few years all around India. Learning how to be adaptable and flexible has really helped me in my career path – and they’re very useful skills to have working on the partner side, where no two days are the same!
Growing up, I was obsessed with space and always wanted to be an astronaut. So if I were to pivot again, my dream job would be working for SpaceX!
Inspiration & Inspiring the Team
Day to day, I’m really inspired by DCMN’s vision, what the company stands for and the culture the founders have built. We have a relatively flat structure, work very collaboratively, are quick to celebrate success and also have the space to make mistakes (while learning from them). Ultimately, being trusted and empowered to succeed is key to being inspired.
In my experience it’s very rare to have this sort of workplace culture, especially in more traditional advertising companies or agencies. Having such a positive company culture makes it easy for my team to feel inspired, too, and I believe is a big reason why the attrition rate in our team is so low. As I’m primarily based in Berlin, and my team is based in India, I work hard to bridge the two regions and ensure that the company culture, DNA, trust and team spirit is also felt within the India team. We are also all incredibly supportive of each other and make an effort to get to know each other as individuals, which has been especially important after such a tough two years. I also regularly travel to India – at least pre-pandemic – to make sure we can spend time in-person, too.
Given my passion for space, I also find Elon Musk very inspiring – for his work on SpaceX, but also Tesla and Neuralink. He’s a true visionary, and way ahead of his peers.
Looking back, I also really admire my dad and his career progression, which he always managed to balance with his family life. As a mother myself, this is something that I actively strive for as well. It’s another reason why I love working for DCMN, as the company offers flexible working hours and is careful to offer the right work-life balance for its staff.
Empowring Women
There’s been a huge amount of progress in the last 20 years or so, and a big shift in recognising the value of diversity: by now, everyone should be familiar with the Boston Consulting Group research that found that companies with more diverse management teams generate 19% higher revenues due to innovation. It’s also really inspiring to see so many women in very senior positions, but I believe there’s still a lot of room for improvement, especially when it comes to funding and support for female founders.
I also believe that empowerment in the workplace comes from home – from the education and encouragement we give children, to splitting of responsibilities in terms of childcare and housework.
I come from Kerala, which has really influenced my views on female empowerment. It is one of the few matriarchal societies and the state with the highest literacy rates in India, and being female isn’t seen as a disadvantage. It’s this spirit of empowerment and positivity that we need to teach all girls and women. I’m passionate about helping children and giving them the encouragement and education they deserve, and my dream when I retire is to start a small orphanage, or home, for girls who have been abandoned or lost their parents.
