Interview with the head of PR and Marketing at Luca Polare Ani Tsitskishvili.
Tell us about how you got into the field of marketing, and what factors played an important role in choosing this profession?
The main appeal of all of my jobs since school has been communication with people. During years, I realised that it was the part I loved the most in my career. My dream profession was to become an actress, I even performed at the theater. My dream job and my current job have one thing in common: one communicates with dozens of people while on the stage, while one connects with thousands of people through a brand in the fields of PR and Marketing. You can do it in numerous, different ways, as well as in the theater.
In regards to technological changes, what challenges do you face as the head of a marketing service?
It’s challenging to keep up with trends, and to always thrive to develop yourself. What’s trendy today, may be inefficient tomorrow, and you must be ready for such a rhythm.
What has changed in the field in the last 5 years, and what changes are expected now?
A lot of innovative platforms have been created, and therefore communication channels have been replaced. Most importantly, our customers’ actions are now different, and that automatically causes us to use new approaches and instruments. It takes greater effort to attract a target audience’s attention, and furthermore to provoke an emotional bond with the brand.
What important features should a marketing manager hold their focus on, and what are their roles in an organization?
First of all, one should love relationships in general. It’s probably very hard to plan any campaign without feeling this, that will be directed to people.
As for professional skills: Being organized, analytical skill, being detail oriented. It’s crucial to think outside of the box, and not to be afraid of novelties.
What steps did you take, as an organization, to catch up with new trends, and use innovative approaches in the field of marketing?
Besides the fact that marketing teams always aspire to higher qualifications, we have an international marketing company, which allows experts to consult us on different directions, and share international experiences and tendencies, based on which our marketing plans.
What’s your organisation’s business model in terms of marketing?
Luca Polare, as a brand, aims to make people happy. That’s why all of our moves, whether it’s in marketing or across the company, are planned considering the users’ wishes.
One word that describes your work.
The most useful advice you’ve ever received in life?
‘’If you can’t change a given task, you must change the ways to solve it.’’ I was very young when I received this advice, and I implement it successfully in private, as well as my professional life, since then.