Passion for Customers, Respect, Imagination, Simplicity and Entrepreneurial Spirit – these are Edenred’s values and a driving force for all its employees. Get a glimpse into the life of an Edenred employee, see what makes us vibe, and discover how we’re contributing to financial inclusion by empowering the unbanked sector in the UAE.
🎤 What do you do?
➡️ I currently lead the B2C marketing communications at Edenred UAE. I handle the B2C social media channels including Facebook, YouTube, TikTok and Instagram, as well as manage offline events to grow brand equity leading to an engaged community of our users, who are the migrant workers of the UAE whom we proudly call our Champions.
🎤 What’s one of your biggest challenges at work?
➡️ One of the biggest challenges that I currently face is ensuring our content and brand initiatives reach as many of our champions as possible. Our Champions come from different backgrounds, speak different languages and have different levels of literacy, it is important that we can cater to all of them regardless of these differences. We strive to make our content visually strong and relatable to our Champions at large.
🎤 What part of your work makes you smile?
➡️ The smiles of our Champions. The most rewarding part of my job is interacting with the Champions, getting to know their stories and when I get to make them smile in some way. Sometimes it’s through a silly question I ask them and sometimes a thoughtful surprise. Our Champions are more than just numbers to us and knowing I work every single day towards making at least a small difference in their lives is what keeps me going.
🎤 How is your team contributing to financial inclusion for the unbanked sector in the UAE?
➡️ Handling our B2C socials and the offline events means direct access to our Champions. I am able to curate content that helps our Champions use the features on our C3Pay app better, thus improving their access to important financial services, which then reduces their dependency on cash and other traditional methods. Offline financial literacy trainings and online content series on financial planning and fraud awareness are other ways I contribute. The insights from Champion interactions are so valuable in product development and to further drive financial inclusion.
🎤 What’s one piece of advice you’d like to give to people entering the Marketing field today?
➡️ Learn by doing. There’s a lot of courses and learning material out there covering different areas of Marketing, but the best way to learn is getting your hands dirty. Explore different areas within Marketing by taking up projects, internships etc. before you deep dive. Once you figure out what you enjoy most, do more of it.
🎤 Now for some fun questions: Which languages do you speak?
➡️ I speak English, Hindi, Malayalam and Tamil fluently, and some broken Gujarati.
🎤 Who’s your favorite superhero, and why?
➡️ Ironman. He doesn’t have any superpowers yet he’s so brilliant, he created his own powers! He’s extremely intelligent and reliable combined with a dry sense of humour and sassiness.
🎤 What/where was your first job?
➡️ A remote campaign manager role at an Influencer Marketing agency based in Bangalore, India during Covid.
🎤 What’s your favorite movie or TV show at the moment?
➡️ Modern Family. It’s a feel-good show and is funny.
🎤 What’s the one thing you are absolutely passionate about?
➡️ Food – if that counts 😉 But have been keen on exploring spirituality lately.
🎤 What’s the best piece of advice you’ve ever received?
➡️ Seek Discomfort. If you are comfortable with where you are at, you are not doing enough.
🎤 One destination from your travel bucket list?
➡️ Iceland.
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