CAREERS BLOG
CAREERS BLOG
2022/05/27
Erin Caldwell is the VP of marketing at Drishti. Known for her diligence and focus, Erin has been instrumental in putting together a highly talented and capable marketing team across geographies that caters to the demands of a fast-paced start-up.
Erin has developed and executed go-to-market strategies for more than a dozen SaaS companies. She relies on a combination of compelling storytelling and customer-centric thinking to help demonstrate the value of Drishti to the marketplace. Erin holds an MS in Strategic Marketing and resides in Boston.
Manasi KG: Why did you choose marketing?
Erin Caldwell: Marketing is the perfect blend of science and artistic expression. We have the ability to try new things, immerse ourselves in the world of the people who use and see benefits from Drishti and try to speak their language, which is an interesting challenge. We can try new channels, artwork, messages, etc. And we have the data to understand what’s working, what’s not working and how to improve.
MK: What are the top three abilities every marketer should have?
EC: First, marketers need to know how to write. Even if you aren’t writing long-form content, the ability to articulate yourself is critical, and I don’t know many people who can do that without also being good writers. Second, marketers must be able to self edit, whether that’s in written content, videos, social media, whatever. Good marketers are ruthlessly critical of their own work, and their continuous self-improvement drive shows up in a stellar final product. Third, marketers should be readers. When you’re trying to represent a brand to someone from outside of your world, you have to be able to understand that person’s perspective, and reading a lot, especially from a young age, develops that skill.
MK: Drishti is a global company, with employees and customers around the world. How does marketing adjust to be effective globally?
EC: The fundamentals remain the same: You have to intimately know and understand your audience. Sometimes that means immersing yourself in their world for a few days. Sometimes it means researching their industry and geography. Sometimes it means listening in on sales calls or tapping a partner resource in that region. Often it’s a combination of all three. No matter where or to whom you are selling, if you don’t understand your audience, you won’t be successful.
MK: What do you do outside of Drishti to unwind and disconnect?
EC: I love plants, both indoor and outdoor, and spend a good deal of time gardening. I recently bought a house that needed renovations and have been trying to do as much of it myself as possible, which takes longer but is more satisfying in the end. I’m originally from outside of Buffalo, NY so during the fall and winter you can bet I’m watching Bills and Sabres games. I am also pretty civicly involved in my neighborhood of Boston (go Red Sox), which keeps me connected to the community and allows me to give back outside of work. That’s pretty key when you work fully remotely; it can be too easy to not leave your house for days at a time and lose that connection, which just drives more isolation and polarization in the world. And I spend a ton of time walking and playing with my dog.
MK: What advice do you have for young marketers?
EC: “Marketing” encompasses a lot more in terms of domains and specializations than you’ll ever get exposure to in college. Having formerly taught graduate-level marketing, I can attest to this with some authority. Try different domains (content development, channel marketing, social media, media relations, event planning, product marketing, etc.) and industries and see what actually makes you happy. It is much easier to work 40+ hours a week for 50 years if you enjoy what you do. And if you’ve given it a decent try and still don’t enjoy it, quit and find what you love. That would be my advice for anyone early in his or her career, regardless of discipline.
