Dhruval Doshi: Blending Ideas & Innovation To Assure Growth
Dhruval Doshi
Head - Growth
Having a work experience of more than a decade, Dhruval Doshi is currently the Head of Growth at Terribly Tiny Tales and is responsible for imbibing the growth culture across all teams, aligning & calibrating the North Star Metrics for each offering, encouraging bolder experiments, and finally supporting the teams to achieve them by leading or supporting the executions. Engaging in a one-on-one interaction with the team of CEO Insights magazine, Dhruval highlights upon his professional journey and how he is making constant efforts towards leaving a greater impact on society.
Tell us about your educational and professional background? How do you define your role in the organization and what drives you today?
Throughout my education I have always gravitated towards marketing over finance which is why I ended up pursuing my MBA at MICA over other general management or finance focused B-schools. At MICA, I specialized in Brand Management rather than more number focused subjects like Media or Market Research.
The journey of my career commenced with L&T Insurance followed by several renowned companies like Cognizant Interactive, Mahindra Holidays, Circle Social and now Terribly Tiny Tales. Working with all of these wonderful organizations has taught me so many things that helped me to grow as a professional. I learned to understand the activities that a marketing team indulges in, building &protecting the brand via content, building a user journey aimed at building the right context, importance of ownership in making a real difference and so on.
TTT is essentially a community of creators writers designers animators film makers, narrators podcasters, story tellers, dancers,
poets, musicians comics etc. My role's biggest leverage is that I can help them, and more creators like them fulfil their goals whether it is to build their community brand or revenue.
How would you define Terribly Tiny Tales as an organization and its position in the market? What is the unique proposition that your organization offers to its clients?
From pioneering micro fiction as a content category, to redefining how brands control narratives through short films, TTT has always been a leader in its domain. And our partners recognize this too, which is why we command the highest pricing for our content today. We're in a unique position where we compete with ATL agencies for campaigns, but are leading the narrative design and execution via our digital communities. The organization's unique proposition is our ability to craft our narratives for today's attention spans, in today's language, and in a way that our community doesn't find it like an advertisement.
What strategy has the company observed to maintain its position in the market and how has your company's journey been so far?
From pioneers to constant innovators, TTT's strategy is simple focus on the people who consume our stories and their context; we write stories that aim to move people. Instead of focusing on metrics likes shares, follows and others, we focus on the people what they are feeling, how they are consuming our stories and so on. And we do this by getting close to our community, on a daily basis. Earlier we used to listen to engagement then comments then DMs, then Polls, then Talk questions, and now we have taken it up by another notch we have a Discord Server for a few members of our community across the internet which is run and managed by the community itself. We rarely intervene, and the people themselves manage & moderate the community. This is a place where we intently listen to topics, subtopics, sentiments, events, depth of threads and others and learn about our community. We use these learnings directly into our content and campaigns to move people on other platforms.
As a growth hacker, how do you apply your strong professional experience? Being the Chief Growth
From pioneers to constant innovators, TTT's strategy is simple focus on the people who consume our stories and their context we write stories that aim to move people
How would you define Terribly Tiny Tales as an organization and its position in the market? What is the unique proposition that your organization offers to its clients?
From pioneering micro fiction as a content category, to redefining how brands control narratives through short films, TTT has always been a leader in its domain. And our partners recognize this too, which is why we command the highest pricing for our content today. We're in a unique position where we compete with ATL agencies for campaigns, but are leading the narrative design and execution via our digital communities. The organization's unique proposition is our ability to craft our narratives for today's attention spans, in today's language, and in a way that our community doesn't find it like an advertisement.
What strategy has the company observed to maintain its position in the market and how has your company's journey been so far?
From pioneers to constant innovators, TTT's strategy is simple focus on the people who consume our stories and their context; we write stories that aim to move people. Instead of focusing on metrics likes shares, follows and others, we focus on the people what they are feeling, how they are consuming our stories and so on. And we do this by getting close to our community, on a daily basis. Earlier we used to listen to engagement then comments then DMs, then Polls, then Talk questions, and now we have taken it up by another notch we have a Discord Server for a few members of our community across the internet which is run and managed by the community itself. We rarely intervene, and the people themselves manage & moderate the community. This is a place where we intently listen to topics, subtopics, sentiments, events, depth of threads and others and learn about our community. We use these learnings directly into our content and campaigns to move people on other platforms.
As a growth hacker, how do you apply your strong professional experience? Being the Chief Growth
Officer of Terribly Tiny Tales, what are your future plans for the company?
As a growth marketer, I try to influence the context of the user as much as I try to craft the user journey or the final communication. And empathy plays the biggest role in this, so all my analysis is aimed at understanding what the user's context is. The communication sequence, the touchpoints the scale the multivariate data tests are all a consequence of influencing the context. My professional experience has helped me understand the tools available to be able to do this well.
TTT's north star metric is to help creators achieve their goals, whether by expressing themselves, or getting projects, or building their personal brand, or running their own communities, or even monetizing their content directly via their fans. My future plan is to help unlock all this for creators, as we head into Web 3.0 D2C & metaverses. What seems like a small set of talented super individuals right now creators, will be a very wide spread common set of people in near future and we are already building out that future through Fambase.com.
In your professional journey so far, which are the milestones that bestowed you with utmost satisfaction? What advice would you like to give to the budding professionals who aspire to become strong agents of organizational growth?
Utmost satisfaction for me comes from long tail success and all mylong tail successes have been around frameworks that I have designed, tested & implemented, and are still being used years after I personally moved on from that project.
For one of the edtech clients at my digital marketing agency, the mandate was to help them grow their 'aspirants' registered user base by eight percent for the year. The solution was a framework that rejigged the entire process of inspiration, content calendar, performance tracking, optimizations and channels. The result was, we went from 10 percent to 25 percent of 'all aspirants' registered, which resulted in growing the revenues by over 50 percent that year. And the satisfaction comes when I find the system is still being used by them, and they are now at over 40 percent of 'all aspirants' registered.
The piece of advice from my side is ‘be nimble'as being nimble involves accepting changes, acquiring new skills, failing a lot more than succeeding and constantly getting deeper in whatever you're doing.
Dhruval Doshi, Head-Growth, Terribly Tiny Tales
Having a strong entrepreneurial mindset, Dhruval is an experienced partner & proprietor boasting a demonstrated history of working in the marketing and advertising industry.
As a growth marketer, I try to influence the context of the user as much as I try to craft the user journey or the final communication. And empathy plays the biggest role in this, so all my analysis is aimed at understanding what the user's context is. The communication sequence, the touchpoints the scale the multivariate data tests are all a consequence of influencing the context. My professional experience has helped me understand the tools available to be able to do this well.
TTT's north star metric is to help creators achieve their goals, whether by expressing themselves, or getting projects, or building their personal brand, or running their own communities, or even monetizing their content directly via their fans. My future plan is to help unlock all this for creators, as we head into Web 3.0 D2C & metaverses. What seems like a small set of talented super individuals right now creators, will be a very wide spread common set of people in near future and we are already building out that future through Fambase.com.
In your professional journey so far, which are the milestones that bestowed you with utmost satisfaction? What advice would you like to give to the budding professionals who aspire to become strong agents of organizational growth?
Utmost satisfaction for me comes from long tail success and all mylong tail successes have been around frameworks that I have designed, tested & implemented, and are still being used years after I personally moved on from that project.
For one of the edtech clients at my digital marketing agency, the mandate was to help them grow their 'aspirants' registered user base by eight percent for the year. The solution was a framework that rejigged the entire process of inspiration, content calendar, performance tracking, optimizations and channels. The result was, we went from 10 percent to 25 percent of 'all aspirants' registered, which resulted in growing the revenues by over 50 percent that year. And the satisfaction comes when I find the system is still being used by them, and they are now at over 40 percent of 'all aspirants' registered.
The piece of advice from my side is ‘be nimble'as being nimble involves accepting changes, acquiring new skills, failing a lot more than succeeding and constantly getting deeper in whatever you're doing.
Dhruval Doshi, Head-Growth, Terribly Tiny Tales
Having a strong entrepreneurial mindset, Dhruval is an experienced partner & proprietor boasting a demonstrated history of working in the marketing and advertising industry.