Over the past couple of months, we’ve introduced a few of the members of The Shortcut team, including our Talent Development Specialist Stefan and Chief Technology Officer Mojjammil. This time, we sat down and had a chat with someone you probably already know, even if you have no idea who she is — you might even have already spoken to her. Put your hands together for Jutismita Hazarika, The Shortcut’s Marketing and Communications Manager! Jutismita is the voice of The Shortcut’s social media channels, so if you’ve ever read one of our posts or sent us a message, odds are the person behind the words was Jutismita. A bit of an underdog, she contributes to The Shortcut from out of the spotlight — so let’s put her in the spotlight for a change!
Tell us a little bit about yourself.
I am originally from Assam, a north-eastern state in India famous for its tea. Then, I attended college and university and worked in Delhi before moving to Helsinki. I have an educational background in English literature and mass communication with a specialisation in TV & film production. I started my career as a travel editor cum writer for a magazine, and then went on to work as a news editor and as a freelance content creator and marketer in between. Then I worked at a digital marketing startup as a communications manager, handling many marketing and social media campaigns for different international brands.
How did you end up in Finland?
I moved to Helsinki as a trailing spouse. I didn’t do my research well and it was only after moving here that I realised that I had to start from scratch — both with my career and my social life.
How long have you been at The Shortcut?
I started working at The Shortcut in January of 2019 as a content creation trainee, and I soon received an offer for a full-time position. My past work experience helped in landing that job, but it was also due to the fact that during the long period of job searching in Finland, I used the time I had to upskill myself. As a digital marketer, I had to keep myself updated about the trends and tools even when I didn’t have a job — and I think that helped me a lot. Besides, my training period at The Shortcut gave me a platform to showcase those skills and build a professional, as well as a social network in a foreign country.
What do you do at The Shortcut?
My role as a Marketing & Communications Manager at The Shortcut involves taking care of the overall marketing and communication needs — starting from branding, social media, event promotions, and product marketing all the way to building and maintaining relationships in the startup ecosystem.
Where did your interest in marketing come from?
Although I studied television and film production as a specialisation, my Master’s degree program gave me the opportunity to learn different aspects of communication and, after I graduated, I realised that it was writing that interested me the most. And when you become a professional writer, you soon understand that without proper marketing your content will not get the exposure you want, especially in the digital age… but it was at my last job as a communications manager at a digital marketing startup in India that I really got hooked on marketing.
How did you get started in the marketing field?
It was a completely unique experience. Being a part of a startup, where your role is naturally multifunctional, you end up becoming a multitasker. Soon enough, the boundary between communication and marketing started to blend in for me at that job. I am overjoyed to still be part of a startup ecosystem — albeit a new one! — and my passion for marketing hasn’t changed.
What do you think constitutes a good marketing strategy?
A marketing strategy is important in the sense that it gives you a clear idea of your vision and plans. But it is how you execute it that ends up making all the difference. In general, a good marketing strategy should answer a few important questions — what are your marketing goals? Who is your target audience? How do you plan on achieving your goals? This involves investing time in making a roadmap and formulating a marketing approach. Also consider what you need to achieve these goals; this involves getting a clear idea of all the activities, steps, tools, guidelines, etc. you’ll be using in your marketing plan.
What’s something that inspires you?
To put it simply — creativity! The awareness that I will be able to create something new today is what drives me.
Tell us about one marketing campaign that really stuck with you.
There are many, but I remember two in particular. The first one was for a popular car brand about to launch a new urban SUV on the Indian market. To promote the launch, we ran a collaborative nationwide competition. People could send their urban discoveries (hidden spots in their cities that could be reached in an SUV) to win a car. It was a very successful campaign with entries coming in around the clock. The golden combination of travel and cars worked like magic!
The second one was a social media campaign for an international diaper brand. It was a sensitive campaign as I needed to get the facts right about babies. I was 25 years old and had no clue about babies. I still don’t! But I did my research well, and it worked.
What kind of advice do you have for our readers who want to get started in creative writing and marketing?
I don’t think I am in a position to really advise others, but in general, I am of the opinion that you need to be a hoarder of ideas, words, images, and information. They always come in handy. As a marketer, you have to understand your audience, and you won’t understand them unless you are one of them or you have the reference to imagine that you are one of them.
Lastly – if you could be any animal in the world, what animal would you be and why?
I think I’d be a dolphin. They are extremely creative creatures. They are harmonious, and thrive most in an aesthetically pleasing environment. And most importantly, they look out for each other!
By Charlotte Van Hulle – May 19th, 2020