Frugal marketing is a philosophy and framework. It’s ideal for challenger brands and startups. Or any brand looking to achieve more with less. Some of the techniques are focusing on pull vs push marketing, prioritizing channels that have the highest ROI for you, and sourcing the marketing elements in the most efficient way. But before that, it also involves understanding the reason to buy as sharply as possible so that the messaging is tight and building credibility for this message.  

In this session, the speaker will bring her insights gained from 25 years of working with brands as a CMO, advisor, and board member. ​

What do you need to bring along?

• An open mind
• Curiosity and questions 

Key Takeaways

• How to figure out the reasons to buy, 
• A framework to build a core vs surround brand, 
• Choosing the right channels

ABOUT THE SPEAKER

Jessie has 25 years of experience in marketing, always on a tight budget. She was Global Brand Manager of Infosys during its hectic growth era of the late 90s and early 2000s headed marketing for challenger brand iGATE (now a part of Capgemini) and went on to be Chief Marketing Officer of Wipro Technologies for five years during which it quadrupled its revenues to $4 billion. 

In 2010, Jessie Paul founded Paul Writer, a marketing advisory firm that works with global and Indian clients to maximise marketing impact through consulting and content strategy. Multiple organisations have also sought her expertise on their Boards and she is an independent director on the boards of Bajaj Consumer Care, Expleo Solutions, Credit Access Grameen, and Royal Orchid Hotels.  

Her book, No Money Marketing: From Upstart to Big Brand on a Frugal Budget was published by Tata McGraw-Hill, and was based on her experience putting Indian brands on the global map. She is now refining her thoughts on frugal marketing in the digital era for a book to be published by Bloomsbury in 2021. A weekly newsletter authored by her, Marketing Booster, has been running for 480 weeks and has over 30,000 readers.

She holds an MBA from the Indian Institute of Management, Calcutta, and a bachelor's degree from National Institute of Technology, Trichy.