Profiles in Persuasion: Supriya Dev-Purkaystha
In our latest "Profiles in Persuasion" interview series, we had the privilege of speaking with Supriya Dev-Purkayastha, the head of native advertising for Microsoft Advertising*. Supriya, recognised as one of the UK's top 100 leaders in tech and a 2023 Future is Female Award winner, shared insights from her 18-year career in marketing, revealing the experiences and strategies that shaped her journey.
Host
Tom Gatten, CEO - Adzact
Guest
Supriya Dev-Purkaystha, Head of Native Advertising UK, Microsoft
Early Career and Agency Growth
Supriya began her career in 2005 and quickly advanced to a leadership role at her first agency. However, her early days of leadership were challenging, demanding resilience and adaptability, particularly during the tumultuous 2008 recession. She vividly recalls the dynamic growth phases at various agencies, particularly the last decade, which saw substantial expansion through both acquisition and organic growth. Her role in performance marketing for B2C clients often required her to pivot between B2B and B2C strategies, adapting to emerging channels such as Facebook and Instagram in their early days.
One of the most significant changes Supriya observed was the shift from traditional search and PPC to more holistic, multi-channel marketing strategies. This transition was driven by client demands for broader audience engagement and brand awareness. Agencies, including those Supriya worked for, had to invest in new talents and partnerships, incorporating expertise from larger agencies to expand their capabilities in display and print advertising.
“The most significant growth comes when we embrace new channels and technologies while understanding each other's unique strengths. It's about leveraging data to build comprehensive strategies that connect with audiences at every stage of their journey, ultimately creating a seamless and impactful marketing experience” Supriya Dev-Purkaystha
Embracing Programmatic and Social Media
Supriya highlighted the rise of programmatic advertising around 2009, which became a game-changer for the industry. Smaller agencies, initially focused on search marketing, had to quickly adapt to programmatic trends to meet the increasing demands of clients looking for more sophisticated advertising solutions.
During this period, Supriya's agencies also began exploring social media channels as vital tools for generating leads and building brand awareness. Platforms like Facebook and Instagram, which offered native advertising formats and comprehensive performance metrics, became essential components of their marketing strategies. This shift required agencies to rethink their approach to media planning and budget allocation, ensuring a cohesive strategy across multiple channels.
Data-Driven Marketing and Attribution Models
A pivotal development during Supriya's tenure at various agencies was the implementation of data-driven attribution models. These models allowed for a more nuanced understanding of how different marketing channels interacted and contributed to overall performance. Supriya's teams invested in data science capabilities, developing dynamic attribution models that helped clients understand the impact of their multi-channel strategies.
This focus on data and measurement was crucial in transitioning agencies from a performance-focused mindset to a more comprehensive approach that valued both brand and performance metrics. Supriya emphasized the importance of education within the agency, helping teams appreciate the interplay between different channels and the value of long-term brand building.
"Understanding your audience deeply and meeting them where they are is the cornerstone of effective marketing. By combining empathy with data-driven strategies, we can build meaningful connections and drive long-term success. It's not just about having all the answers immediately but being committed to finding them and continuously learning along the way”. Supriya Dev-Purkaystha
Transition to Leadership and Mentorship
Supriya's career path was unique, starting with a background in speech and language therapy before transitioning to marketing and sales. This diverse experience equipped her with a deep understanding of communication and empathy, which she leveraged to connect with audiences and clients effectively.
Her leadership journey involved incubating client services departments and mentoring individuals to develop robust client relationships. Supriya's mentors, particularly her managing director Gary Reid, played a crucial role in shaping her approach to leadership. They provided her with a safe space to explore ideas and encouraged her to seek coaching, which helped her navigate the challenges of leadership with confidence.
Navigating Industry Changes and Future Outlook
Supriya acknowledged the rapid evolution of the marketing industry, particularly the increasing complexity of digital marketing. She noted the difficulty of staying on top of all the changes while maintaining a position of expertise. To cope with these challenges, Supriya emphasized the importance of creating an environment where it is acceptable to not have all the answers immediately but to be committed to finding them.
Looking ahead, Supriya sees the future of marketing as one that is less reliant on cookies and more focused on understanding audiences through first-party data and sophisticated algorithms. She believes in the power of leveraging multiple platforms and channels, each with its unique strengths, to create holistic marketing strategies.
Supriya's advice to her younger self reflects her journey: be more intentional with your actions, have faith in your abilities, and focus on understanding your audience deeply. Her story is a testament to the power of adaptability, continuous learning, and empathetic leadership in navigating the ever-changing landscape of marketing.
In conclusion, Supriya Dev-Purkayastha's career is a compelling example of how embracing change, leveraging data, and fostering strong client relationships can drive success in the marketing industry. Her insights offer valuable lessons for marketers and leaders looking to thrive in a dynamic and increasingly complex environment.
*Microsoft Advertising can generate and harness demand for its clients by using data from multiple touch points, such as Bing, Edge, MSN, and Outlook. These sources help Microsoft Advertising understand audiences and deliver relevant timely messaging throughout the funnel, while respecting user privacy. Microsoft Advertising does not aim to be the only platform its clients use, but rather the one that helps them optimize their strategies and reach their goals in the most efficient way.
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