{"id":41238,"date":"2025-07-30T12:00:00","date_gmt":"2025-07-30T10:00:00","guid":{"rendered":"https:\/\/www.ie.edu\/uncover-ie\/?p=41238"},"modified":"2026-03-25T18:16:52","modified_gmt":"2026-03-25T17:16:52","slug":"new-era-marketing-with-dushinka-karani","status":"publish","type":"post","link":"https:\/\/www.ie.edu\/uncover-ie\/new-era-marketing-with-dushinka-karani\/","title":{"rendered":"New era marketing with Dushinka Karani"},"content":{"rendered":"<\/span> 5<\/span> min read<\/span><\/span>\n

Dushinka Karani<\/a>‘s career spans across corporate strategy, brand building, innovation, sales and education. Now she’s Vice Dean of IE Business School<\/a>‘s Marketing & Communications<\/a> and Talent Development & Human Resources<\/a> programs. And we were lucky enough to sit down with her to find out what it takes to become a leader in her field.<\/p>\n\n\n\n

Let’s take a look at the state of new era marketing, and how Dushinka believes we can succeed in connecting with consumers.<\/p>\n\n\n\n

Becoming a leader in new era marketing<\/h2>\n\n\n\n

Dushinka\u2019s journey to becoming a marketing leader has been shaped by taking on high-stakes challenges across industries: from running P&Ls at global FMCG companies to advising deep tech brands on how to go to market and scale all while embracing a “launch-measure-learn” mindset that blends the ability to zoom out to see the big picture: trends, strategy, cultural shifts, and then zoom in to execute with precision. Equally fluent in the language of cultural awareness, she brings both commercial sharpness and human sensitivity to every leadership role<\/a> she steps into.<\/p>\n\n\n\n

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Now, going back to the beginning, Dushinka sees her path to marketing was shaped by various realizations.<\/strong><\/h3>\n<\/div>\n\n\n\n
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“Educationally, I wasn\u2019t convinced about what I wanted to study when I was 18,” says Dushinka. “At that age, you\u2019re still exploring. So I did a dual degree\u2014law and business administration. It was in the business administration degree that I really fell in love with marketing. In my second year, a teacher came in and taught marketing. That’s where I discovered the magic of marketing. Marketing isn’t just launching campaigns. It\u2019s much more. It\u2019s the intersection of understanding customers, the psychology of human behavior, the strategy of a business and brand, and your narrative. That blend of those three things\u2014that\u2019s the magic of marketing I saw in that course, and it\u2019s what\u2019s always attracted me.”<\/p>\n\n\n\n

In terms of the progression of marketing in her time, Dushinka says things have changed a lot. “When I started, brands had much more control over their narrative. There was no digital marketing<\/a> or analytics, so decisions were mostly gut feeling or intuition before you saw the results of your campaigns. Today, while the fundamentals of marketing strategy still hold, how we do marketing is completely different. It\u2019s a fast-moving industry, and brands aren\u2019t just pushing what they\u00a0<\/em>want to say anymore\u2014it\u2019s about what you<\/em>, the customer, want to say.”<\/p>\n\n\n\n

Finding the difference between storytelling and storyliving<\/h2>\n\n\n\n

Dushinka believes that while storytelling remains very important, “Storyliving” is playing an important role as well, she explains: \u201cIt\u2019s about designing brand experiences that consumers can actively participate in, not just observe. And for brands to create these experiences they must deeply understand how their products are lived with, shared, and talked about in real life.\u201d <\/p>\n\n\n\n

She recalls an early career lesson<\/a> from her time in FMCG: \u201cA former boss once said, \u2018You\u2019ll never understand and connect with your customer until you go into their house and see what they actually throw away in their bins.\u2019 I was selling milk back then. When brands understand this, it is then when they can provide multi-sensory experiences that transport users into the brand world, it is when they can get customers to participate more in shaping their journey within the story and when co-creation happens and customers contribute to content or actions, adding authenticity.”\u00a0<\/p>\n\n\n\n

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According to Dushinka, storyliving helps make storytelling more authentic.<\/strong><\/h3>\n<\/div>\n\n\n\n
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“You have to put the customer at the center of it. Otherwise, it won\u2019t work.” Dushinka points to the common pitfall of conveying features without mentioning benefits. “Features and benefits are not the same,” she says. “What does this feature actually do for me? How will it make me feel? That\u2019s where you can elevate the message and really connect with your audience.”<\/p>\n\n\n\n

How AI is transforming marketing<\/h2>\n\n\n\n

A key change that Dushinka has seen in the marketing industry is the importance of data. Decision-making no longer relies on intuition\u2014though gut feeling still holds some currency\u2014but on results. We’re now seeing revolutionized practices with Artificial Intelligence for advanced segmentation, personalization or content creation, amongst others. This is an opportunity, says Dushinka, but one worth addressing.<\/p>\n\n\n\n

” There\u2019s an overwhelming number of AI tools out there, and it\u2019s easy to get lost,” says Dushinka. “My advice? Start small and strategic. AI is not a magic wand, it\u2019s that assistant you always wanted. As a marketer, use it to streamline the repetitive tasks so you can focus on what matters: insight, strategy and creativity<\/a>.”<\/p>\n\n\n\n

As AI-powered tools become a natural part of marketing, Dushinka encourages new marketers to lean into innovations\u2014but not at the expense of human connection: \u201cWe live in both digital and physical worlds. Understand that your audience may be influenced offline as much as online. I see many brands rushing to abandon traditional channels, and that\u2019s often a missed opportunity to create truly integrated experiences.\u201d <\/p>\n\n\n\n

The key characteristics of a marketer<\/h2>\n\n\n\n

For Dushinka, there are three characteristics of a marketer. Adaptability<\/strong> is the first: \u201cNever think anything is forever.\u201d Over the years, Dushinka has moved between roles in market research, branding, sales, and innovation. While those transitions can be daunting, she\u2019s always seen them as chances to grow. \u201cBeing agile through shifts and changes has been critical,\u201d she reflects. That openness to movement\u2014and the learning that comes with it\u2014has shaped her ability to navigate marketing\u2019s fast-evolving landscape<\/a>.<\/p>\n\n\n\n

Equally important is collaboration<\/strong>. Dushinka emphasizes the need to step outside the marketing bubble and understand the roles of other departments\u2014whether it’s finance, commercial teams or operations: \u201cIt sounds obvious, but it\u2019s not always easy. Putting yourself in others\u2019 shoes is crucial.\u201d <\/p>\n\n\n\n

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\u201cThat transversal attitude makes all the difference. It helps me work well with people across the business because I get what matters to them.\u201d<\/h3>\n<\/div>\n\n\n\n
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But Dushinka is also focused on impact. \u201cI\u2019m insatiable when it comes to results,\u201d she says. \u201cI won\u2019t stop until I get measurable outcomes.\u201d That drive for tangible results, combined with her adaptability and collaborative mindset, forms what she sees as the essential traits of a marketer: agile, tenacious, and collaborative. \u201cHonestly, I don\u2019t think there\u2019s anyone who specifically can\u2019t be a marketer,\u201d she adds. \u201cWhether you\u2019re into psychology, numbers, or creativity\u2014there\u2019s a place for you.\u201d<\/p>\n\n\n\n

Methods for learning marketing<\/h2>\n\n\n\n

At IE Business School, we’re experts in marketing and communication<\/a>. Leaders like Dushinka have curated a personalized learning experience that brings industry norms into the classroom, while pushing students to apply their knowledge in real-world settings. You’ll become an expert in strategy and execution, which is crucial for hitting all touchpoints. \u201cStrategic thinking is the zoomed-out part\u2014debating theory and building frameworks,\u201d says Dushinka. \u201cThen you zoom in to execute\u2014through case studies, simulations, prototyping, and campaign-building.\u201d\u00a0<\/p>\n\n\n\n

And, as with all IE University’s programs, the human approach is always front and center. \u201cMarketing and Talent Development are two of the most human and creative disciplines in business. If you’re curious, observant, and ready to think both strategically and empathetically, this is the place for you. At IE Business School<\/a>, we don’t just teach course\u2014we live it, experiment with it, and evolve it constantly.\u201d\u00a0<\/p>\n\n\n\n

Join us at IE Business School<\/h3>\n\n\n\n

Interested in what’s on offer? Find out more about our specialized master’s programs via the link below and gain access to industry leaders like Dushinka. The Next Best You<\/a> starts here.<\/p>\n\n\n\n

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Become a leader in new era marketing<\/h3>\n\n\n\n

Explore how IE Business School prepares the next generation of changemakers.<\/p>\n<\/div>\n\n\n\n

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Learn more<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

There’s a place in marketing for everyone.<\/p>\n","protected":false},"author":56,"featured_media":41535,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wpscppro_dont_share_socialmedia":false,"_wpscppro_custom_social_share_image":0,"_facebook_share_type":"","_twitter_share_type":"","_linkedin_share_type":"","_pinterest_share_type":"","_linkedin_share_type_page":"","_instagram_share_type":"","_medium_share_type":"","_threads_share_type":"","_google_business_share_type":"","_selected_social_profile":[],"_wpsp_enable_custom_social_template":false,"_wpsp_social_scheduling":{"enabled":true,"datetime":"2025-07-30 08:50:03","platforms":[],"status":"pending_publication","dateOption":"today","timeOption":"now","customDays":"","customHours":"","customDate":"","customTime":"","schedulingType":"absolute"},"_wpsp_active_default_template":true},"categories":[1096,337],"tags":[451,482,956,483,474],"class_list":["post-41238","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry-concepts","category-thought-leadership-identity","tag-business-school","tag-leadership-and-talent-development","tag-marketing-communication-and-sales","tag-masters","tag-women"],"acf":[],"yoast_head":"\nNew era marketing with Dushinka Karani<\/title>\n<meta name=\"description\" content=\"Interested in the differences between storytelling and storyliving? 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