The first time I ever heard Tanishka’s voice was in a 14-minute-long audio note. When we ask candidates to do an assignment for us—leaving the format open so they can be as creative as they like—they rarely come back with voice notes. Descriptively and earnestly, Tanishka’s took me through her presentation on driving growth for The Ken.

The second time I heard from her was when I received a deck in my inbox titled “Why you need to send me my offer letter now”. Tanishka had laid out the qualities that made her a great candidate, supplying examples, past achievements, and a Bollywood meme.

With multiple roles open in marketing, we realised that her pluck, persistence, and attention to detail—while very important in a growth marketer—were urgently suited to another crucial role. Tanishka Goel thus joins The Ken as our first-ever Subscriber Community Specialist.

You may have heard of businesses doubling down on their community-play in 2021. From media outlets to fintech companies, everyone wants to build a sustainable competitive advantage. And if airlines can create loyalty out of flying the same planes over and over, it can’t be too difficult, can it?

On the contrary, there are many more failures in building community than successes (Does anyone remember Google+?). From needing a strong base to start with, to retaining people over a long period of time, to building trust and purpose, the challenges are many.

Fortunately, The Ken scores highly on some key aspects. With more than 30,000 premium subscribers across India and Southeast Asia, many of the region’s business leaders, founders, and future innovators are united here by their affinity for high-quality journalism and well-designed, privacy-conscious, thoughtful products.

Our unique community therefore needed someone fitting to understand, serve, and build it. Tanishka will be the go-to person for The Ken’s passionate, high-impact subscriber base. From improving their experience through various levers—be it our support, feedback processes, or communication on-site—to engaging subscribers in unique, creative ways, Tanishka will help our readers get the most out of The Ken. And bind them together along the way.

Tanishka joins us from Craft Maestros, where she created marketing campaigns to promote the work of handicraft artisans across the country. She’s worked across a variety of organisations, from NDTV and Macmillan to the Partition Museum, for which she spoke to many families about their experiences from 1947. A graduate in English literature from Lady Shri Ram college and a Delhi-ite at heart, she is also pursuing a part-time MBA with characteristic alacrity.

You can find Tanishka compiling life lessons from The Office (US edition, she’s quick to clarify) on Twitter, and write to her at tanishka at the ken dot com.

AUTHOR

Sanjana Ramachandran

A diehard generalist who envies specialists, Sanjana graduated in electronics engineering from BITS Pilani, worked as a software developer at Amazon, and followed it up with an MBA from IIM Calcutta. After donning various hats across media, tech, and FMCG, she joins us from P&G—where she managed some of the biggest consumer brands in the world. You can say hello to Sanjana at sanjana at the-ken dot com, or find her on social media @ramachandranesk.

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