Women In Marketing 2024 Edition ft. Vilashni Vandayar from VMT squared

In our Women In Marketing interview with Vilashni Vandayar, CEO of VMT Squared, she shared her inspiring journey from graduating in Biochemistry and Microbiology. to pivoting into the business world due to the monotonous nature of the sciences. Vilashni advocates for hybrid work environments, believing they offer the best of both worlds by combining flexibility and collaboration. She also emphasizes the need for greater support for women, particularly mothers, in the workplace to create an inclusive environment where they can thrive without sacrificing their careers or family life.

Personal Background:

Thanks for taking the time to participate in our ‘Women In Marketing’ feature. Where were you born, and what childhood memories stand out for you?

I was born in Durban and grew up in Reservoir Hills. My fondest childhood memories are of doing crazy things with my cousins. From making Guy Fawkes and taking it around the neighbourhood to putting together shows for the adults.

Describe your high school and college years. You were the coolest one, right?

Quite the contrary! I was reticent and reserved during my high school years. A tomboy, sporty and nerdy. I would think about what I wanted to say but not say it out loud. I made a conscious decision at the beginning of my first year in college to speak my mind and say what I was thinking — To be myself. It was fantastic! I felt alive. I started being true to myself.

What’s your favourite meal that you wouldn’t share with anyone?

That’s a tough question! I don’t like sharing any of my food. I love food and trying new cuisine. If I had to choose, my favourite meal would be a creamy chicken pasta with loads of garlic, a hint of chilli and a glass of wine…of course.

What would be your plans for a sudden $10 million windfall if you were to receive it tomorrow?

I love to travel! I would leisurely travel the world with my family and then decide on the best place to live, most likely on a beach island.

Can you share an interesting fact or hidden talent not found on your LinkedIn profile? Previous Women in Marketing candidate Anastasia Hamel says that she can breathe fire!

That’s quite a talent from Anastasia. I’ll share two. Firstly, I am almost a 1st Dan/ black belt in the martial art of Taekwondo, which is the art of foot and fist fighting. Secondly, I used to model and one of the craziest outfits I had to wear was a green wig with a plastic trench coat!

Career and Work:

How do you typically start your day, and are you #TeamCoffee, #TeamTea, or both?

I start the day with at least 30 minutes of exercise to ignite my brain and body. I am #TeamTea but I have just one cup of tea and one cup of coffee for the day. I prefer drinking water (either hot or cold, depending on the weather) throughout the day.

What inspired you to pursue a career in marketing? Didn’t the “I want to become a doctor” bug bite you?

Haha, I actually did want to become a doctor. I was accepted to study medicine, however, my parents couldn’t afford it. I instead went the BSc route and obtained a degree in Biochemistry and Microbiology. Although I enjoyed what I studied, I didn’t particularly enjoy the monotony of the lab. My interest in marketing was piqued when I worked as a Fragrance and Cosmetic Laboratory manager and shadowed the sales team. I wanted to be more involved in the bigger business picture. I was intrigued by how marketing can identify potential consumer needs — even before the consumer realises their need for it!

You hold an MBA from the Wits Business School (You Go, Girl!!). Considering the rise of online educational platforms like Coursera and Google Skillshop, how do you foresee the future of tertiary-based education?

Thank you!

I don’t see online educational platforms as a threat to tertiary-based education. Rather, tertiary-based education will become more dynamic, inclusive, and technology-driven. Tertiary-based education can integrate online platforms and diversify its offerings to incorporate other courses, possibly changing the current classroom format to become a blend of classroom and online classes. It can be a win-win for traditional tertiary education and the growing online platforms.

Many industries had to create systems overnight that would enable their respective workforces to work from home due to the advent of the COVID-19 pandemic. What’s your perspective on remote and hybrid work, and how have you dealt with its challenges? Do you have a preference?

The COVID-19 pandemic has forced companies to focus on output rather than clock-watching. Initially, I found it quite challenging to keep the team motivated as we used to spend a lot of time physically together at the office. I had to change my leadership style and motivational tools to adapt to the online setting. I prefer hybrid to remote work settings; there is value in meeting, socialising and connecting with people at the office.

AI is the hot topic of the day, most specifically, generative AI tools like ChatGPT and Gemini. How do you address the challenges you face in your day-to-day responsibilities? Any specific tools you’d like to plug us with?

Generative AI is a brilliant tool, especially for marketers. I don’t really use any AI tools. I do, however, use Canva for developing proposals, presentations and content for my business.

According to the WEF, the pandemic caused a 4.2% reduction in women’s employment compared to 3% of men (from 2019 to 2020). How can organisations better support women and mothers, especially in light of the pandemic’s impact on women in the workplace?

It is a frightening statistic that demonstrates the inequalities that still exist in the workplace. Women were more impacted by the pandemic as they had to work remotely, assist their children to adjust to online schooling and maintain the household. As a result, many women succumbed to the pressure by either giving up their careers or losing their jobs.

As much as we aspire to believe in equal sharing of household responsibilities between women and men, there is still an underlying expectation for women to excel both as career professionals and housewives simultaneously.

Organisations should leverage this insight to comprehend the significance of women and mothers by promoting work-life integration. It’s crucial to embed this approach into the organisational culture rather than merely mentioning it superficially.

How can organisations ensure equal opportunities for women to advance into executive positions?

Many organisations have implemented diversity and inclusion initiatives that include policies and programs promoting women to have equal access to leadership roles. However, unconscious bias still exists. There needs to be awareness (and perhaps training) around this to ensure decision-making is fair and unbiased.

Mentorship and sponsorship opportunities can help women develop the skills and networks needed to advance into executive positions. Work-life integration again is a much-needed culture for many organisations. By providing flexible work options, women can balance their professional and personal responsibilities guilt-free, enabling them to pursue leadership roles.

Organisations can also create transparent promotion processes and opportunities for skill development to support women in advancing their careers.

2024 and Beyond:

If you could go back in time, what advice would you give your younger self?

Embrace your authenticity from the start, and don’t hesitate to express yourself openly and honestly. Your voice and opinions are valuable and worth sharing.

What are your personal or professional goals and aspirations for the future? We hope to see you on Forbes’ Most Influential CMOs list. No pressure!

I’d love to see me there too!

Personally, I aspire to raise two future leaders who will build on the legacies that my husband and I leave behind.

Professionally, I aspire to be a well-renowned leader of business and people.

Who are some of your sheroes?

Indra Nooyi, the former CEO of PepsiCo, shared her inspiring journey in her book. I connected with her experience of balancing a successful career with roles as a wife, daughter, mother, and various other responsibilities within an Indian household.

A fellow South African that I admire is Caster Semenya for her tenacity and resilience.

Lastly, my maternal grandmother who was a political activist. She stood up against apartheid and actually spent a few days in prison!

What are you currently reading, and how do you consume your content?

I’m currently reading From ‘Good to Great’ by Jim Collins. I’m old school and like turning a page so I prefer the old-fashioned paperback.

What are you currently streaming that you’d recommend?

I can’t pretend to be all deep and meaningful. Right now, I’m hooked on binge-watching ‘The Mommy Club: Sugar and Spice’. I’m loving the drama! It’s my ticket to a world of pure escapism! I also love watching true crime and dark humour series.

You wake up one day, and before you know it, you are nearing retirement. What would you like your professional legacy to be? Furthermore, what do your colleagues and superiors admire about you the most?

I aspire to be remembered as an inspiring leader who has nurtured individuals to achieve their full potential and elevated businesses to unprecedented levels.

My colleagues enjoy my “let’s sprinkle some fun into work” attitude, my ethos of treating everyone with respect, and my all-in commitment to every task. My philosophy is to turn a mountain of work into a fun rollercoaster ride! I believe they value my interest in getting to know people at a deeper and personal level, which helps us establish a more genuine connection.

On the other hand, my superiors value my strong work ethic, my collaborative team spirit that bridges different functions, and my skill in handling multiple intricate projects at once — all while injecting a touch of dry humour.

Share a unique message for young professionals in the marketing industry.

The world of marketing is always evolving. You need to embrace creativity, data-driven insights, and adaptability to thrive.

Stay curious, question conventional methods, and never stop learning. Your inventive concepts and strategic mindset can influence the future of marketing so seize each chance to develop, cooperate, and create a significant impression!

Thank you for your time, Vilashni. We hope this interview will inspire future leaders and other Women in Marketing. How can people follow you and your company on social media?

Thank you for this opportunity, I loved participating in this series. It was great to share my experiences thus far.

My LinkedIn profile is www.linkedin.com/in/vilashni-vandayar-56850232

My Instagram is vilash_vandayar