Today, I spoke to Maryam Banikarim, who is the Senior Vice President for Integrated Sales Marketing at NBC Universal. Before joining NBC Universal, she was the chief marketing officer of Univision Communications Inc. In this interview, Maryam talks about how she got started in her career, how she’s grown her brand, and the changes in the media landscape.
Maryam, how did you get started in your career? What steps did you take to earn promotions and excel to your current position as an SVP at NBC Universal?
I can thank Mickey Drexler for my start in marketing. While I was in school, I dreamt up an insider’s city guide that featured the kinds of places you’d know about if you were local. I did a mock up using the Gap’s “Individuals of Style Campaign.” I ended up sending it to Mickey Drexler who was the head of the Gap at the time. To my surprise Mickey called. We met and the rest is history. But on a more serious note, this encounter taught me a few things: don’t be afraid to come up with ideas; pitch them and remember people are more accessible than you think especially these days via tools like FB and Linkedin. These lessons along with many more have helped me get to where I am today.
You write for media outlets, do interviews, and speak at conferences. Has this helped you and your company? How?
I love ideas. I go to conferences and read a lot because I am a curious person at heart. I also like to spread ideas. Once you develop expertise, sharing it can help your business. For example, we have a great deal of insight and research related to women. We want to be known in the marketplace for that…and media exposure can help accomplish that by sharing ideas with our peers and the greater industry.
In a recent article for AdAge, you talk about how consumers are looking to purchase products with social benefits. Can you explain what you mean by that?
Consumers are smart and increasingly socially conscious. They are making choices based on value…and value can take into account price as well as other benefits, such as “does this company or product give back to the community or something I care about?” One study we did showed that 82% of women are more inclined to purchase a product tied to a cause. Link to the study: https://download.yousendit.com/T2pGckhWaTFubVZFQlE9PQ
How have you seen the media and marketing landscape change over the past few years? What are you most looking forward to in the future?
I think the business moves very quickly today and that it will be unrecognizable in 10 years. I remember when I had a dial up connection for the internet. My kids don’t know what I’m talking about when I reference prodigy or compulsory brands that were huge in the early 90s. What I know for sure is that content, particularly good content, will be here forever. How and when you consume it will change.
My kids don’t care where they watch their favorite shows — they just want to watch what they want, when they want. I also think the ability to make things on the cheap will mean that good content will come from all over. Its now more of a democracy on that front. Francis Ford Coppola once talked about this very topic in reference to the advent of 8mm cameras… check out this link as his comment is even more relevant today: http://www.blip.tv/file/64077/
What role has social media played in your job and life?
Social media helps me stay connected. While I don’t like to put lots of personal pictures and details about where I am having coffee or the dry cleaning I’m picking up, I do find Facebook a fun and convenient way to stay in touch with old friends, colleagues etc. One friend recently told me they liked FB because it was like going to your High School reunion without actually having to go. While I like Twitter, I’m not witty enough to be tweeting often. As a marketer I know that its important to be on top of all these trends, which is why I am a big fan of the reverse mentor idea… to be really up to speed you need someone in their tweens/teens/twenties to keep you up to date.
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Maryam Banikarim is the Senior Vice President for Integrated Sales Marketing at NBC Universal. Before joining NBC Universal, she was the chief marketing officer of Univision Communications Inc., the premier Spanish-language media company in the United States. She was named one of Crain’s New York Business’ “40 under 40,” a change leader in marketing, and the Girl Scouts Council of Greater New York’s “Woman of Distinction.” Banikarim sits on several boards, including the Mt. Sinai Adolescent Healthcare Center, and chairs the Affiliates Council for Prep for Prep.
