Tarana Mehta is a marketing leader with 20 years of experience driving global brand growth and building strategic partnerships. As Senior Vice President of Marketing at Rokt, Mehta has secured a spot on our 2024 Marketers to Watch list, in partnership with The Wall Street Journal.
Mehta plays a key role in shaping innovative strategies that elevate the eCommerce technology company. Her leadership philosophy emphasizes innovation, authenticity, and collaboration. As just one example, Tarana’s leadership has been instrumental in Rokt’s successful partnership with F1’s Red Bull Racing, showcasing her ability to create high-impact collaborations that resonate across industries.
With a background at respected agencies like McCann Erickson, RMG Connect, and Vivaldi, Tarana brings deep expertise in brand strategy, experiential marketing, and partnership development — experience that equips her to effectively navigate the rapidly evolving world of modern marketing.
A strong advocate for gender diversity, Tarana co-chairs “Women Who Rokt,” an employee resource group dedicated to empowering women in the workplace. She is passionate about creating opportunities for female talent in the tech industry.
We asked Tarana to share her thoughts on the current marketing industry and what lies ahead:
What book or podcast do you recommend to marketing leaders today?
“My Life in Full” by Indra Nooyi. This book offers essential insights on authenticity, resilience, and adaptability — key traits for navigating today’s business landscape. Nooyi shares her experiences at PepsiCo, highlighting the importance of balancing short-term demands with long-term vision. Her innovation and strategic thinking lessons are directly relevant to effective leadership today.
What’s the one thing coming down the pike for marketing you are most excited about?
The convergence of AI and personalization at scale. It’s not just about delivering the right message; it’s about creating dynamic, individualized experiences that build lasting customer relationships and drive significant business impact.
What’s a prediction you have for brand marketing and brand strategy over the next few years?
The shift from transactional relationships to a focus on building enduring customer connections. In the coming years, successful brands will distinguish themselves by fostering genuine, personalized interactions that resonate with customers emotionally, both online and offline. This approach transcends traditional sales tactics, prioritizing creating meaningful experiences that turn everyday interactions into valuable experiences.
What widely accepted “marketing truth” or concept do you wish the industry would do away with or evolve?
Pitting brand and performance marketing against each other. When we set them against each other, we miss out on their collective impact on brand equity. It’s not just about the numbers; it’s about embracing a unified approach that leverages the strengths of both brand and performance to drive real results — like impact on revenue.
What leadership muscle is most important for marketers to exercise?
Adaptability. The marketing landscape is evolving at an unprecedented pace, fueled by tech advancements and shifting consumer behaviors. Marketers need to be agile and continuously embrace change as an opportunity. This means fostering a culture of experimentation, calculated risk-taking, and data-driven decision-making. It’s about being comfortable with ambiguity and leading teams through the unknown with empathy and resilience.
What’s the most game-changing career advice you‘ve received?
Embrace the discomfort of change. In marketing, what worked yesterday might not work tomorrow. It’s about constantly learning, unlearning, and adapting.
What gives you energy and inspiration outside of work?
Spending time with my 12-year-old daughter. She is funny, thoughtful, and full of ideas.
Marketers to Watch is a recognition series to spotlight highly innovative and forward-thinking marketing leaders in the community. If you have someone you’d like to nominate for the series, apply here.
