A MARKETER IS A FRONT-LINE PARTNER IN DRIVING GROWTH, INFLUENCING DECISIONS, AND STRENGTHENING BRAND TRUST

KRISTINE DANIELS
Head of India – Marketing, Rubrik

“In a cybersecurity company, especially an OEM, marketers carry a responsibility that goes far beyond ‘creating buzz’. They sit at the intersection of technology, business, and customers, helping shape the direction of the company while also driving its day-to-day impact in the market. The role of a marketer today goes far beyond traditional marketing activities like brand awareness or content creation. Marketers are now working hand-in-hand with sales, building closer relationships with customers, and often becoming trusted advisors in their own right. Customers are not just listening to sales pitches—they are also valuing and vouching for the words of marketers because of the credibility and relationships we build over time. In this way, marketing is no longer a back-end function, but a front-line partner in driving growth, influencing decisions, and strengthening trust in the brand.

As marketers, our first responsibility is to stay focused on the target audience. For us, that means identifying and engaging the decision-makers who matter most—CIOs, CISOs, Presidents, VPs, and Heads of IT. It’s equally important to recognize where we stand in the product life cycle and how our company is positioned in the market. Also, execution is where strategy comes alive. It’s not enough to have a plan—we need to activate it across the right platforms and channels. That means an integrated approach: using PR to build credibility, digital marketing to scale reach, thought leadership to shape conversations, and focused roundtables and events to drive meaningful engagement.

Ultimately, marketing in a cybersecurity OEM is about creating a bridge—between strategy and execution, between technology and market needs, between where we are and where we want to be.”