Natasha Raja is a firm believer in following one’s passion. And if there’s one thing Raja is passionate about, it’s delivering results. Through her leadership, the tech career site Dice has experienced a 55% increase in registrations and a 70% increase in candidate applications.
Marketing strategy: I truly believe in customer centricity; especially ‘voice of customer’ and ‘how do we create loyalty for that customer.’ It’s really a two-way street on how you take care of your customers, how you make them feel special, and how you understand their wants and needs and make it a perfect CRM.
Winning ways: One of our campaigns was “Hottest in Tech.” [We invited] real techies—a real programmer, Hadoop developer, and Big Data engineer—and had a photo shoot. We were actually up on [a] Times Square [billboard], as well. The engineers were in their boxers and we put “find the hottest tech talent on Dice.” It worked so well because it really caught people’s attention…. It’s about changing perception, and we started getting more product awareness and product sales due to that.
Defining moment: When I first came to the U.S., I never wanted to live here…. I was going to gain a few years of work experience and go back [to India]. But working at eBay was life-changing because you’re working with the smartest people, but you’re [also] following your passion. You can see the work that you’re doing—whether it’s behind the cube, in front of Meg Whitman, in front of the camera, or in front of your customers. You are making a difference, and it was very rewarding to see that you don’t always need to own a company or start a company to build your success or make a difference in the world. You can work at a very good company, and you can still achieve your dreams.
Trend watching: It’s all about the data…. There’s brand, there’s product, there’s integrated marketing, but data speaks for itself. Data tells the story, and today the data is deeper and richer and marketers are smarter than ever before.
Words to live by: “Make a difference.” No matter what company or what job you’re doing, at the end of the day you want to feel like you made a difference in your life and in somebody else’s life.
Good read: The Fountainhead by Ayn Rand
This book is Ayn Rand’s gift to the world, and to any person, young or old, who strives to live an individual and independent life, free of the societal forces that want to crush the bold and spirited energy of the creative mind.
Good advice: Follow your dreams. Find your passion and follow it. Do not settle for less. Don’t be afraid to try new things.