Interview with Sanjay Singh, Director of Brand Strategy & Marketing at GameTyrant
Sanjay Singh is currently, the Director of Brand Strategy & Marketing at GameTyrant, a gaming entertainment and media company that offers a safe and entertaining experience at their local area network gaming center located in North Salt Lake, Utah. He is regarded for leading all aspects of research, strategy, branding, and marketing resulting in explosive growth in both brand awareness and revenues.
Your Journey as a Marketing Professional.
My journey as a marketing professional has followed an unorthodox path. I was a Radiotelephone Operator (RTO) in the US Army right out of high school. This is similar to a communications manager for your platoon, except you get to lug around these giant radios everywhere you go. It was a surprisingly good introduction to managing communications on a large scale because you are communicating with hundreds of people on a regular basis. After my time in the service, I was a Sales Manager at Transamerica for a year before freelancing as a Market Research Analyst for Idea Buyer. I learned what has been the roots of my marketing abilities: research and identifying strategic insights from data. I was also attending university at the same time for business management where I honed my research, strategy, and statistics skills. After Idea Buyer, I found myself working as a Strategist for various clients such as Paradigm Life, Noodle, Grumeti Capital, Billy Casper Golf and more. I assisted First the Trousers, a brand consulting agency, with the Arizona Lottery, Valspar, and Lallemand. The main Brand Strategist there was an advertising veteran, so working with him gave me a wealth of knowledge that I couldn’t get anywhere else. He is a major reason that I initially decided to specialize in branding in particular. Fast forward to 2017 and I found myself working as a Brand Marketing Manager at GameTyrant before getting promoted to Director of Brand Strategy and Marketing in early 2018. Now I have done brand activations for clients such as Western Digital, NVIDIA, Monster, Pixio, El Gato, Innex, and more.
What are the primary marketing channels you have worked on? What will be your advice to young marketers on each of these channels?
My advice to young marketers to become a master learner and teacher because you will be required to do both on a regular, even day-to-day, basis in order to be successful in marketing. As someone who is involved in marketing strategy, I must understand all the different channels, how they work, how they can collaborate with each other, and how to articulate and teach them. These channels can range from social, digital paid, digital organic, traditional, event activation, or public relations. If I was to give you one example from each, they might be Twitter, Google Ads, website and SEO, print, exhibits, and press releases. Young marketers should specialize, but they should also have a general knowledge of different platforms to maximize marketing effectiveness. If the goal is to eventually become a director or VP, it will be mandatory.
What are some of the important marketing software that you have used and found to be really useful for your company?
We live in a word where marketing is trackable and ROI-focused. For marketers, that statement is one of your pillars. This means analytics and channel management software are your best friend. That might be one or a combination of Google Marketing Platform, Adobe Marketing Cloud, and HubSpot CRM. Individual campaigns should be trackable, which is why platforms like MailChimp or Google Ads are useful because they prepare the data for you. Even your workflow should be tracked on platforms like Trello, Slack, and my best friend Google Calendar. I would be lost without it.
On a different note, I would be surprised if you can go your entire career without needing to design and give art direction. For that, Adobe Creative Cloud has you covered. Marketers should know how to use Photoshop, Illustrator, InDesign, InCopy, Spark, and Premiere. You may not use some of these as often as others, but ensure you are ready when the time comes. Beyond that, Microsoft PowerPoint or Google Slides can get you far with pitches and presentations.
Would you like to share a few words about any marketing software that you love?
i. What do you like in the software/ tool?
Google Ads is a great tool for paid advertising. The platform is simple and easy to use with advanced features. You can run multiple campaigns with different audiences. I personally have a love for search as I have seen a lot of success with it.
ii. Scope of improvement in the software/ tool.
The platform’s recommendations could be better.
iii. Did you consider other software for this use case? If yes, why did you decide to move forward with this software?
Yes, we considered Bing Ads as part of our SEM strategy. Google Ads is a stronger platform with great options. In the end, we ended up using both with Bing Ads supplementing out marketing objectives.”
iv. How likely are you to recommend this to others?
Your 2 line advice to people entering in the marketing domain.
Brands are built on promises that they must deliver. Understand your buyer personas. Understand the drivers of your customer profile. Understand your customer journey. Make sure your promise is powerful and unquestionably rewards your buyers. This will allow you to hold positioning in the market.