‘Simply copying trends won’t create a lasting impact’

An enthusiastic marketer with a passion for social media, Mittali Gupta is making waves as a Marketing Executive at Hilary Rhoda Cosmetics. A post-graduate of Apeejay School of Management’s PGDM program in Marketing and Business Analytics (Batch 2023-25), Mittali has seamlessly transitioned from academia to the corporate world. 

In this exclusive conversation, she reveals how her ASM education laid the foundation for her career, what it takes to build a strong brand presence online, and why students should seize every opportunity on campus.

Mittali, tell us about your role at Hilary Rhoda Cosmetics. What does a typical day at work look like?

As a Marketing Executive, I manage our brand’s WhatsApp channel, LinkedIn, and YouTube. My primary responsibilities include content creation, audience engagement, and ensuring our social media presence aligns with current trends. I also analyze platform performance using analytics tools to optimize our strategy.

 How important is it for an organisation to build its own style versus following social media trends?
A brand should have its own identity while also leveraging trends strategically. Trends help in gaining visibility and engagement, but an organisation must mould them to fit its unique voice. Simply copying trends won’t create a lasting impact. At Hilary Rhoda Cosmetics, we merge trending content with our brand persona to maintain consistency while staying relevant.

What have been your key learnings from this job?

This role has been a deep dive into the world of digital branding. I’ve learned how to manage a brand’s online presence, create engaging content, and analyse audience behaviour through analytics tools. It has also improved my ability to interact with customers and adapt to changing digital landscapes. Every day brings new insights into consumer engagement and brand storytelling.

What motivated you to pursue this career, and how did you land this role?

I’ve always been passionate about social media marketing, and my interest grew during my time at ASM.  I secured this opportunity through my own efforts. The ASM mentorship helped me connect with the right people and step into this role confidently.

How has your ASM education helped in your job?

My PGDM in Marketing and Business Analytics has been incredibly useful. The analytics component helps me evaluate LinkedIn and YouTube metrics efficiently, while my marketing coursework—especially digital marketing—gave me a solid foundation. The certifications and practical projects during my course equipped me with hands-on skills that I now use daily.

What were the most valuable aspects of your time at ASM?

ASM offered a dynamic learning environment. The one-on-one mentoring sessions played a huge role in my growth. My mentor guided me on job preparation and building a strong LinkedIn presence. I was also an active member of the Marketing Club, where I served as a coordinator. The club’s activities, including guest lectures and real-world marketing projects, helped me gain practical exposure.

What advice would you give to current ASM students?

Showcase your skills and interact with industry professionals who visit campus. ASM hosts numerous events and networking opportunities—make the most of them. The key is to stay proactive, take initiative, and gain as much exposure as possible. Engaging with the right people early on can open doors to great career opportunities.

Mittali Gupta’s journey exemplifies how a blend of education, initiative, and mentorship can pave the way for success. Her insights serve as a valuable guide for aspiring marketers looking to carve a niche in the dynamic world of digital marketing.