Unearthing The Path To Marketing Success: The Journey, The Struggles, The Wins

Aparna Allam Reveals Her Unconventional Path to Marketing Leadership and the Skills That Set Her Apart

We’re back with Series 2 of Career Advice From 5 Top Marketers Worldwide!

If you missed last week’s incredible insights from Rita Cidre, Head of Academy at Semrush, go catch up now—you don’t want to miss a moment of this journey.

Read Series 1 of Career Advice From 5 Top Marketers Worldwide with Rita Cidre

Now, let’s dive into this week’s feature with Aparna Allam, Director of Marketing at Espresso Capital—a title many marketers dream of achieving. This series felt extra special to me, maybe because it was more conversational, maybe because I’ve known Aparna a little, or maybe because it’s absolutely packed with actionable insights.

I promise, you’ll walk away a better marketer after reading this.

Don’t forget to like, comment, share, and tweet about it! Let’s jump in. 👇

Q1: Let's start by discussing your journey in marketing. I focused on digital marketing, but I'd love to hear about your overall experience in marketing and what motivates you in your career.

Aparna Allam: My background is in business administration, communications, and IT management, but my path to marketing has been anything but linear. After graduating into a recession, finding a stable role—especially as a former international student—was challenging. I started with roles that weren't traditional marketing but found ways to incorporate key elements like campaign management, communications, and program-building wherever I could.

An early opportunity to write for a young women’s magazine allowed me to build storytelling skills, conduct interviews, and create engaging content. I learned the importance of capturing attention and driving interest. Later, a data analyst role during a major organizational restructure helped me understand how data informs strategy, while my content management role for an e-health app taught me to distill complex information into concise, engaging formats.

These roles underscored the importance of metrics, program management, and shared accountability. Today, in financial services, I’m continuing to learn within a unique marketing ecosystem. My career has spanned over 15 years so far, with plenty of twists and turns. Some days, I feel seasoned; other days, it feels like I’m just beginning. Those days of discovery and new challenges are what excite me most.

Q2: I’d also like to ask about your journey with writing. Since I've noticed you often talk about content marketing, was writing a strength for you from the beginning of your career in marketing?

Aparna Allam: Writing has always been essential in my career—marketing is, at its core, about crafting messages that resonate. Whether it’s a long-form article or a quick social media post, creating something engaging and ‘sticky’ is key to capturing attention. My particular strength in this area is a sharp editing eye, which helps me refine content so it’s both impactful and memorable.

Q3: That brings me to another question about the skills and experiences that have shaped your career. Besides writing, are there other skills that you consider crucial to your success?

Aparna Allam: It’s PEOPLE. Success—or as I prefer, ‘growth’—is rarely a solo journey. When we see someone making big strides, it’s often because they’re leveraging connections, mentorship, and access to resources.

Success Lawal: I completely agree. One of the biggest factors in my career has been the people I’ve connected with. Doing this series, for instance, I’ve relied on insights from people I know. When I reached out to someone I took a class with, it turned into a mentorship where I could ask questions and learn more about honing my skills. It wasn’t a solo effort at all.

Aparna Allam: Exactly. Take, for example, Google’s origin story. It didn’t just start in a garage; it was supported by Susan Wojcicki, who not only provided the space initially but later became one of the company’s most influential executives, shaping YouTube into a global platform. No matter our talents or determination, growth often depends on the people around us who recognize, nurture, and support our potential. Very few significant achievements happen in isolation.

No matter our talents or determination, growth often depends on the people around us who recognize, nurture, and support our potential.

Q4: In your opinion, what is the biggest challenge facing newcomers in marketing today, and how can they overcome it? My community focuses on guiding newcomers in marketing, especially digital marketing. I read an article suggesting that rather than distinguishing "digital marketing," we should simply call it "marketing," as all marketing today is inherently digital.

Aparna Allam: Yes, I agree—today, most marketing is inherently digital, and it should be thought of as a whole with many applications. One of the biggest challenges newcomers face is the pressure to ‘know it all’ right away. There’s this feeling that you need to master every tool and trend instantly, which can be overwhelming.

Part of that pressure comes from how we present our stories; we often see polished success without the backstory of failures, sacrifices, or setbacks. Then there are employer expectations—job descriptions sometimes ask for ten years of experience with tools that have existed for a year or two. Employers may expect marketers to be experts in everything—Google Ads, SEO, web development—all at an entry-level salary. It’s unrealistic and can skew newcomers’ perceptions, making them think they need to know it all immediately, which simply isn’t true.

Success Lawal: I agree. Many people ask if they need to know everything, and I always tell them that much of this experience is gained on the job. Trying to master it all at once isn’t realistic and can lead to burnout. Marketing often involves diagnosing a brand’s needs and tailoring strategies accordingly. What works for one brand might not be right for another, so it’s more important to focus on relevant skills than try to cover it all.

Aparna Allam: That’s why my approach incorporates the concept of a ‘T-shaped marketer.’ The top of the ‘T’ is broad knowledge across many areas, while the vertical stroke represents deep expertise in a few key areas. Employers should prioritize finding marketers with a solid foundation across disciplines and depth in specific areas relevant to their needs rather than expecting expertise across the board. Those who do bring depth in multiple areas are rare, in high demand, and deserve competitive compensation for their skills.

Marketing isn’t about mastering every tool right away; it’s about finding your strengths and building a network.

Q5: I’d love to hear about any specific projects, experiences or campaigns that had a significant impact on your career.

Aparna Allam: A couple of key experiences come to mind. Early in my career, a mentor gave me valuable feedback during an interview where I was asked to plan an event. I thought I’d covered everything, but she pointed out that I hadn’t leveraged my team—an oversight that stuck with me. That feedback has shaped how I train and collaborate with my teams ever since.

Another impactful moment was watching a manager handle a team member’s mistake. Instead of reprimanding them in front of a client, he took full responsibility, saying, ‘The buck stops with me.’ That approach taught me the importance of fostering trust and supporting team members, even when things go wrong."

Success Lawal: Absolutely, reprimanding doesn’t yield the best results.

Aparna Allam: Exactly. My own golden rule is, ‘Don’t be a jerk’—be firm but kind. The goal is to praise in public and critique in private. The Gordon Ramsay style of shock-value feedback might work for TV, but it usually only serves the person delivering it. Creating an environment where people feel secure and respected is essential. I want my teams to work from a place of motivation and curiosity rather than fear. Once respect is set as a foundation, everything else tends to fall into place more often than not.

Q6: Are there any projects or courses that have impacted your career? I know you're also an ambassador for Growclass

Aparna Allam: Yes, one project that stands out was my time as head of marketing at a business payments startup. With a lean team and limited resources, maintaining high production standards was challenging but non-negotiable for me. This role taught me how to take informed risks and the importance of blending creativity with thorough planning. Playing it safe can limit impact, but carefully calculated risks can lead to the ‘hockey stick’ growth we all strive for in marketing.

Another impactful experience has been my journey with Growclass, first as a student and now as a mentor. I came for the course, but I stayed for the community. Growclass fosters a culture of real-world learning and connection, which has broadened my skills and introduced me to other ambitious marketers. The energy in this space is inspiring—it’s a place where people are genuinely invested in each other’s growth.

Q7: How do you stay updated on the latest trends and changes in the marketing industry, given how fast things evolve?

Aparna Allam: I stay updated by following key industry leaders and connecting with experts across different fields, whether it’s email marketing, data analysis, PR, or legal. These connections keep me informed on the latest tools, trends, and changes across the industry. There’s so much happening at once, and having access to experts in different areas helps me stay agile.

I also believe in the saying, ‘If you’re the smartest person in the room, find a new room.’ I try to be in spaces where I’m constantly learning from others who are deeper in areas I don’t handle day-to-day. Staying connected to people who know more than I do keeps my perspective fresh and helps me stay ahead of the curve.”

If you’re the smartest person in the room, find a new room.

Q8: Networking is crucial in our field. How has it influenced your career, and what advice would you give to new marketers?

Aparna Allam: Networking has been incredibly powerful in my career. For new marketers especially, it’s easy to feel isolated or unsure of the right path forward. Building connections with people at different stages—whether they’re just starting, five to ten years in, or bringing thirty years of deep expertise—can provide reassurance, perspective, and valuable insights.

Success Lawal: I completely agree. Being in communities where you can ask questions and get support in real-time is invaluable.

Aparna Allam: Absolutely. Being part of a supportive community like Growclass makes a huge difference. It allows you to ask real-time questions, share experiences, and get practical advice from experts who genuinely want to see you succeed. When you’re surrounded by people invested in each other’s growth, it fosters a mindset of abundance, not scarcity. That kind of trust and openness is rare, and it’s something I value deeply.

Q9: As someone in a leadership role, how do you approach mentoring and guiding aspiring marketers? What advice do you usually give?

Aparna Allam: A phrase my team hears often from me is, ‘Slow is fast, and fast is fuck-ups.’ Marketing is an agile discipline, so when I say ‘slow down,’ I mean be deliberate. Taking a moment to fully understand the task doesn’t mean delaying turnaround—it actually leads to faster, smoother execution because we avoid costly rework and missteps. We’re playing the long game, so being thoughtful about strategy from the start helps us move more efficiently in the end.

‘Slow is fast, and fast is fuck-ups.’

When someone requests help, I encourage my team to ask questions like, ‘What’s the goal here?’ or ‘Where will this be used?’ This approach helps them understand the context and broader impact of their work. I want my team to see how their efforts ladder up to larger business goals rather than just checking off a list of disjointed tasks.

As a team leader, it’s my responsibility to ensure we have clarity on the outcomes we’re trying to engineer. I give my team the space to develop their own approaches within that framework, with enough guidance to keep us all moving towards a common goal. Once we map out a few options, we huddle to decide the best way forward. This balance of autonomy and collaboration helps with learning and growth while keeping everyone rowing in the same direction.

Success Lawal: Absolutely, that slow-and-steady approach sounds essential, especially for someone new to marketing. But how should a new marketer approach mentoring?

Aparna Allam: I agree. Mentorship is often situational for me—I approach mentors with specific challenges, asking, ‘How would you handle this scenario?’ This focused approach allows me to get practical, relevant insights rather than expecting one-size-fits-all solutions. Effective mentorship is also about combining targeted advice with regular self-reflection. It’s a continual process of refining skills and goals rather than a single conversation that magically fixes everything.

Success Lawal: I also view mentorship as situation-based, especially when I need advice on things like charging my worth or choosing career resources.

Aparna Allam: Exactly, and a lot of this depends on the engagement of the mentee. I encourage my team to approach mentorship with openness and curiosity and to be proactive in applying what they learn. Mentorship is most effective when it’s a two-way effort—ambition and flexibility on the mentee’s part make all the difference. Being willing to adapt and stay receptive to new ideas is crucial for growth, not only in career and mentorship but in life in general.

Mentorship is most effective when it’s a two-way effort—ambition and flexibility on the mentee’s part make all the difference.

Q10: What’s one piece of advice you wish you had received when starting your career in digital marketing?

Aparna Allam: One piece of advice I wish I’d received early on is if you’re doing the work of a marketer, then you ARE a marketer. Elizabeth Monier-Williams, a senior marketing leader and author, speaks about this powerfully in her work. I especially like her framing of it through the lens of Pride & Prejudice. When people say, ‘Oh, that’s just an email’ or ‘It’s just a social post,’ it can feel like your work doesn’t count as ‘real marketing.’ But if you’re building campaigns, creating content, or driving engagement, you’re making an impact. Don’t wait for validation or permission—if you’re doing the work, own it.

If you’re doing the work of a marketer, then you ARE a marketer.

It’s easy to get caught up thinking that certain tasks aren’t ‘big’ enough, but every piece of work contributes to the brand’s goals. That email you wrote? It’s part of an outbound campaign. The presentation you prepared? It supports investor relations. Recognizing the value in your work builds confidence and helps you understand the impact you’re creating—so switch ‘stay humble’ for a humble brag and own your contributions.

Success Lawal: I can relate. I started out feeling isolated, with content and strategies often dismissed, and that’s one of the many reasons I started this newsletter. I wanted to provide a path and guidance for new marketers who feel they’re in it alone.

Aparna Allam: Yes! Feeling a sense of belonging is so important, especially when you’re just starting out. Give yourself permission to own the role of ‘marketer,’ and recognize that the work you’re doing matters.

Q11: Is there an opportunity you wish you had pursued earlier in your career?

Aparna Allam: Yes, there’s one opportunity that stands out. As I mentioned earlier, I was writing for a young women’s magazine in the early days of my career, and I had the chance to review an album by an up-and-coming band. They reached out afterward and offered me exclusive access to cover their tour. I hadn’t done anything like that before, and I let my nerves get the best of me. I turned it down, thinking I wouldn’t be able to do it justice.

Looking back, I’d tell my younger self—and my current self, because let’s be real, we all still need this affirmation—‘Don’t let fear make decisions for you.’ That experience would have been a unique chance to expand my skills in an entirely new area. My advice to anyone facing a similar moment is to take the leap—even if it’s outside your comfort zone. Especially if it’s outside your comfort zone. You might surprise yourself with what you’re capable of!

Don’t let fear make decisions for you—take the chance. You might just surprise yourself.

Wow! That was a long, insightful read! I am so sure you have comments. What’s that top advice you are leaving this series with?

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MEME OF THE WEEK

See you next week Thursday at 13:00 on Career Advice From 5 Top Marketers with Seun Odegbami, Chief Marketing Officer at The Dabar Media

Best,

Success Lawal

Your Digital Marketing Buddy