Tejaswee Nithoo began her academic journey with a double major in Digital Design with User Experience and Creative Advertising. This foundation set the stage for a vibrant career that combines creativity with technical insight. Discover how her diverse skills led her to the dynamic role of Marketing Manager at Phoenix Mall, where she reshapes consumer experiences and refines marketing strategies.

Exploring a passion for digital design

Choosing a career in digital design was a natural step for me, stemming from my lifelong passion for creativity. This field uniquely merges technology with artistic expression, allowing me to impact various aspects of life and business—from media and human relationships to operations, marketing, and finance.

Digital design is not just about making things look good; it is about enhancing functionality and improving user interaction through thoughtful visual design of a product (User Interface) and overall feel and ease of use (User Experience). It also opens up opportunities to work remotely, thanks to advances in technology, which is a significant advantage for maintaining work-life balance.

In my previous roles as a Digital Designer and Digital Media Account Manager, I worked with both the technical and creative sides of digital projects. This means I not only dealt with the behind-the-scenes technical parts but also made sure everything that users interacted with looked good and worked well. My job was to blend art and technology to create websites and applications that are easy to use and visually appealing. I also managed relationships with our clients, making sure their needs were met and their projects were successful. This involved organising projects, leading important changes, and aiming to get the best results in terms of visibility online, effective advertising, and more sales leads. My knowledge in handling online advertising and building comprehensive marketing plans helped in achieving these goals efficiently.

From Digital Design to Marketing Manager

Transitioning to the role of Marketing Manager at Phoenix Mall was a seamless move, strengthened by my background in digital design—a field driven by the need to understand and improve user interaction and functionality. Both fields, essentially focused on connecting with and understanding user needs, provide a robust foundation for my current role.

In marketing, every project involves a deep dive into user analysis, much like in digital design. This connection has not only made the transition natural but also essential for modern business strategies. My work now extends these principles, enhancing customer engagement and refining shopping experiences at the mall, supported by my earlier experiences in crafting targeted digital campaigns.

Working with international brands, watching products evolve, and being more involved on the ground has enriched my approach. It’s a team effort and seeing our tenants progress and succeed is incredibly rewarding. This role allows me to leverage my past experiences to create a dynamic and engaging environment for every visitor to Phoenix Mall.

My views on the evolution of the marketing field

Having witnessed the transformation of branding and how to engage more people effectively, I've come to appreciate the critical role of digital marketing in today's business world. Digital marketing is not just about outward appearances; it involves deep studies, creative attempts, detailed analyses, and understanding customer journeys to craft targeted campaigns. It’s about understanding the customer, fostering organic growth, and strategically building a brand.

In my role at Ascencia, I dive deep into each project. I dissect briefs thoroughly, ensuring I comprehend and analyse all aspects before executing. This meticulous approach ensures that our strategies are robust and aligned with our goals. Without a solid strategy, achieving objectives becomes a distant dream. My experience in digital design has been invaluable, enabling me to approach these challenges with a unique perspective and a toolkit ready to tackle the dynamic demands of modern marketing.

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