As a student at the NUS Business School, Krutika had a vibrant student life, participating in various activities and societies. She was one of the 15 students chosen from the NUS Business School for the NUS Bizad Leadership Development Programme (BLDP), Sponsorship Director of the Kent Ridge Hall Theatre Production, Co-Marketing Director for Startup@Singapore run by the NUS Entrepreneurship Society and Co-Chairperson of the Economic and Social Council at the Singapore Model UN Conference organised by the NUS Political Science Society.
She interned every summer, and in her final year, also worked as a part-time intern at Microsoft, following which she worked in their APAC Marketing and Operations team in various capacities. She subsequently joined LinkedIn as a Digital Marketing Manager for the APAC LinkedIn Marketing Solutions team in 2018.
Q: Please tell us more about yourself.
I want to be known as a passionate data-driven marketer. Contrary to the belief held by some that marketing is money down the drain, my experience in the working world has shown me that marketing can have untenable business impact. Key to success in this field are sound communication, curiosity and analytical capabilities – all skills that I continue to hone in my current work environment.
Q: How do you make the most of your internships?
I think it’s key to understand the main project deliverable expected from you in an internship, because that gives you a goal to work towards. Moreover, internships are usually only about 3 months long, and having a north star established right from the start sets you up for success. Make sure you have regular check-ins with your manager to ensure that you’re progressing on the right track. Ensure that you have an opportunity to present your project to your team and managers towards the end of the internship. This gives you the opportunity to truly leave an impact on your team and bodes well for your future.
Krutika Sri Krishna (second from left). Senior Digital Marketing Manager, LinkedIn Marketing Solutions
Bachelor of Business Administration – Marketing, Management + Minor in Communication and New Media (2015)
Q: What were some challenges you faced?
The biggest challenges I have faced are organisational and leadership change, and this is especially common in larger organizations. What saw me through the challenges were my mentors and peer group that I could lean on for support and advice. It’s crucial at such times to be able to put things in perspective and determine next steps for yourself. The (good) people you surround yourself with are the best sounding boards at such junctures.
Q: What is one takeaway you have from Microsoft?
Microsoft taught me the importance of data. With stakeholders in varied roles who sometimes didn’t understand marketing nuances, data was the common language that helped weave a narrative/idea/solution to a problem together, and have the desired impact.
Q: What advice do you have for undergraduates?
At the risk of sounding cliché, I can’t stress enough the importance of networking and relationship building. In the context of Singapore this is especially true, because you will find your business /personal relationships come full circle in ways you never imagined.
I would also recommend being open to opportunities that leverage your strengths while starting out in the working world. This provides firm footing to then develop your other skills as you progress. Look for a manager who has your best interests at heart in an organisational culture that aligns with your values. That is half the battle won, and key to being successful in your role. If you’re wondering how to do this, interviews are a great gauge! You should be able to present the honest version of yourself and receive answers to your questions about the culture, management style and team to help you make a decision.
Q: Do you think your progression was what you envisioned it to be?
I am very happy with my progress, yes, but have miles to go before I sleep. Where I am today is beyond my wildest dreams back from university.
I didn’t have the privilege of being part of a community like the BSA (Youth Wing), but credit the networking opportunities at NUS, my large cohort at the NUS Business School, a phenomenal support system of family and friends and my persistence and resilience.
Q: What advice would you give to those wanting to climb up the ladder to bigger roles in the company?
I would say keep learning, keep adding value and keep communicating the impact you’re making to your manager.
Our co-founder Reid Hoffman says ‘..you need to think of your career like you’re running a start-up, the start-up of you.’ You are the CEO of your career. I have certainly not mastered this role, but have found that a few things keep me on track:
- A self-created self-development plan that you put together on paper (or Office 365), that you revisit every few months, and make progress on. Regular check-ins with a dedicated time set up (preferably with your manager) can have a great impact.
- Regular conversations with seniors or superiors in the same field and in other fields that interest you as part of your development plan in the long-term.
Ultimately the aim shouldn’t be about climbing to the next rung on the ladder, but about learning and demonstrating all the skills that you see in the people you aspire to be like.
Q: What are some of the industry trends/threats that students can leverage on?
I think the concept of having a personal brand has really picked up in the last few years. And documentation in any form, is a great way to build one.
For example, I have seen interns create blogs (written/video/infographics), documenting their experiences on a platform like LinkedIn. Long-form posts describing memorable experiences in the workplace on LinkedIn with pictures, tagging co-workers, managers and leadership can also have great reach and help build your reputation. This seems to be a trend that is here to stay, and acts as a great conversation starter and relationship builder.
Q: Do you have any closing comments for our readers?
Stay true to yourself and your passion. Establish your own identity and take intelligent risks. Like Reid Hoffman said, “For life in permanent beta, the trick is to never stop starting. The start-up is you.”
