Veetika Deora started her professional life with the Tata Group as a Tata Administrative Services officer in 2003. Over the past 15 years she has had stints across brands as diverse as Tanishq, Tata Teleservices, Tata Motors and Tata Capital. At Tata Capital - her longest stint spread over 8 years - she moved from a brand marketing remit to the chief operating officer role for the digital part of the business. Currently, she's heading marketing, category, digital and loyalty at the iconic coffee brand, Starbucks' India office.
Having spent many years at Tata Capital, and being a part of the founding team, what got you excited about taking up this role at Starbucks?
The Tata Group is one of the best places to work. And within such an institution, to work towards setting up a new company is a great experience. Tata Capital offered me just that. Starbucks is a dream brand. Not only does the company have 47 years of legacy and coffee leadership,it is rooted in purpose and humanity.
To join Tata Starbucks in India at such a critical juncture when it is defining its next stage of growth and is coming of age is a great opportunity.
What's the hardest decision you've made so far in your tenure as CMO?
As a CMO my preference is always to take decisions based on data and intuition. However, sometimes we don't have the liberty of perfect information and we need to embrace the ambiguity and take the best decision we can. There are times when some innovative concepts look great on paper, but do not look ideal post execution. At these times, take a hard call and drop the concept in the interest of the brand and the customers.
What are the biggest misconceptions about the applications of digital and analytics in business and, particularly, in marketing?
Digital and analytics hold within themselves the power to be a great competitive advantage. But, to be harnessed, digital and data need strategic clarity and disciplined execution. With digital there is also a lot of noise. It's important to isolate signals from noise and pick the right solutions for the right challenges or opportunities.
A misconception often associated with digital and analytics is that they are extremely expensive to build, and a healthy return is difficult to get in the short run.
Being a lifer at Tata, what's the one thing that you love about the organisation? And the one thing that you wish could be changed?
Undoubtedly, what drives high amounts of passion, warmth and respect in me towards the Group is the strong emphasis on ethics and values, and the role it has played in nation building. The Group's way of working has survived generations and its success has a 150-year legacy, so I would not want to change anything.Except, maybe, change the coffee served across all Tata companies to Starbucks!
First ever and last online purchase?
My first ever online purchase was way back in 2005. It was a belt. The most recent purchase was a television set I bought online.
A character from any non-fiction piece of work (books or TV or film) who you relate to most? Why?
Winnie the Pooh. I borrow the character from the book - The Tao of Pooh and the Te of Piglet by Benjamin Hoff. The character's appreciation for the power within us and respect for natural harmonious co-being is what I relate to most.