Teo Lezhava: "The Brand must Retain the Human Elements, Empathy and most Importantly - the Relevance"
Interview with Teo Lezhava, Head of Brand and Human Experience Department at TBC Leasing.
Tell us about how you got into the field of marketing, and what factors played an important role in choosing this profession?
I am a journalist by profession, and I later studied Communication Psychology and came into marketing 12 years ago, because of my restless nature. Then, there were some very interesting and eventful years, and I was learning something new at every stage. I have been working for TBC for the last 6 years, and I think this is the most interesting era to be in marketing. We have a very large and strong team, staffed with professionals in each area, and you can learn a lot from them.
I moved into TBC Leasing a couple of months ago, and responded to a new challenge by joining the Marketing, Human Resources, and Customer Satisfaction Department.
What challenges do you face as a leader in marketing, during a time of technological change?
On the one hand, technological change gives us great opportunities, though we should not lose touch with humanity. The brand must retain the human elements, empathy and most importantly, relevance.
It is very important not to fall behind. Especially nowadays, when time is moving faster than we realize.
I think, along with technological innovations, it is very important to satisfy customers and determine their needs properly.
What has changed in the field in the last 5 years, and what changes are expected?
The focus has shifted to the consumer, and that is exactly what dominates the processes. As I mentioned, it is very important to identify the users first, and then start working. Whether it's product creation, change, communication or more.
Until now, communication was one-sided, while today, it’s more interactive, and it’s a marketers’ job to constantly listen to customers. It is no longer enough to make television commercials about how detergents whiten sheets, it is necessary to think of new formats where communication between the brand and the customer will work more like a conversation, and the company will be able to get the best feedback.
The emergence of the word "human" in my nomination is a reflection of this, as we need to think more about humans, those for whom our product simplify their lives.
What do you think are the most important qualities a marketing manager should have, and what is his or her role in the organization in general?
One must be curious and keep up-to-date, understand the need for a business, and most importantly, maintain relevance in the context of one’s time and space. It is also very important for me to match the value of a company and the brand, if that is the case, one’s productivity will be great, and the working process will be enjoyable.
When the organization is properly structured, the marketer is one of the key strategists, as reaching the goals of the business largely depends on the marketing team.
What do you do to keep the organization from falling behind on the newest trends, and keep applying innovative approaches to marketing?
Personally, especially in my new role, now, I am trying to read, watch interesting formats, forms, and communication styles in different directions.
Unfortunately, in our field, leasing, we are not able to take up the best examples, because it is a new product and there is little information on the international market, and there is not much experience. So we compare it with other service companies.
In general, I think that inspiration can be gained not only from the business sector, but also from general knowledge. Ideas may come from science, art, and more.
One word that describes your job.
Dynamics.
What’s the most useful advice you’ve received in your life, and think of a person who inspires you professionally.
I can't really pinpoint one piece of advice or a person, as I have many examples, from different people every day, that help me with my personal and professional development.