Join us in the upcoming Future Talks by RTF as we delve into the inspiring story and insights of this remarkable individual, a true visionary in the world of content creation.
In the dynamic universe of creativity, where innovation converges with strategy, there exists a remarkable luminary who has illuminated this domain for an astounding 19 years. Her name is Sumisha Gilotra, and her career journey is a testament to her unwavering commitment to results and her extraordinary ability to lead editorial teams with a creative flair that transforms complex challenges into elegantly strategic solutions. With a laser-sharp focus on the realms of business, media, and the digital landscape, Sumisha’s expertise transcends a wide spectrum of roles and responsibilities.
Currently, she serves as the Editor at Architect and Interiors India, a publication by ITP Media. In this capacity, she not only spearheads the conceptualization and execution of both print and digital publications but also manages the social media presence and marquee design events. Her role is a dynamic fusion of creativity and strategy, where design takes center stage in the marketing landscape.
Sumisha’s career is a tapestry woven with numerous successful endeavors. She has previously served as the Founder and Creative Head at The Pen, demonstrating her entrepreneurial spirit and creative leadership. Additionally, her role as the Executive Editor at CW Interiors magazine showcased her remarkable talent for managing diverse client portfolios, and her contributions extended to launching online brands and orchestrating industry events that fostered stimulating discussions.
Yet, Sumisha Gilotra’s influence extends beyond her professional life. When she is not shaping the design world, her personal interests in travel, food, fitness, and her role as an art curator at IKKO Art Gallery in Mumbai add depth and vibrancy to her multifaceted personality. Sumisha is more than just a seasoned professional; she is a dynamic force in the realms of design and marketing, and her journey is one that beckons exploration.
RTF: Hi Sumisha, We are glad to have you as a guest on Future Talks by RTF. Thanks for joining us. What does the balancing act of working as an Editor and Marketing Specialist for various organizations look like?
Sumisha: Juggling the roles of Editor and Marketing Specialist can feel like walking a tightrope, but it’s the name of the game in today’s professional landscape. You’ve got to whip up a high-quality product that your audience craves while also strategically positioning it in their hearts. For me, that means crafting rich, purposeful content and making sure my magazine shines like a superstar. Being an Editor these days means donning multiple hats, from print to digital, social media to events, and the secret sauce to success is all about nailing that positioning.
RTF: What were some of your recent achievements as Editor of Architect and Interiors India?
Sumisha: In my role as an editor, I closely collaborate with the business team to craft strategic and creative solutions for client deliverables and to address market demands. I’ve made significant contributions to the overall growth of the brand and the broader design community. This includes the conceptualization and launch of the regional design forum “Design Debate” under the Architect and Interiors brand, leading to a remarkable increase in brand revenue and heightened market penetration, enhancing marketing effectiveness. This year, we introduced a design competition within the iGen Design forum and optimized the selection process, resulting in an impressive increase in revenue from 2021 to 2023. Additionally, I have been instrumental in initiating a digital marketing strategy, including iGen Live sessions, which received recognition at the ITP Global Forum. Other notable achievements include streamlining processes for the Aces of Space Design Awards, creating design properties to enhance brand value and reach and a remarkable 300% increase in Unique Users on the Architect and Interiors website within the first 6 months.
RTF: What are the challenges involved in general conversations with architects, designers and creatives from diverse fields?
Sumisha: The quest for trustworthy talent is a universal struggle. The service industry’s grown, but top-notch dedication to quality is a rare gem. Then there’s the challenge of creating a marketing message that stands out in an industry still leaning on tradition. Design and build choices have stuck to the same old script for ages. Toss in those pesky bylaws and roadblocks, and you’ve got quite the creative conundrum on your hands. The only way to meet these challenges is to embrace change and adapt to the needs of your audience whilst holding your ground strong when it comes to your design style, preferences and impact you want to make in this wild world of design.
RTF: What would you suggest the aspiring designers and creatives who wish to get their feature published in the top publications?
Sumisha: First off, let your work do the talking – it needs to stand out, be one-of-a-kind, and make a statement. It doesn’t matter if you’re fresh out of the starting blocks or a seasoned pro, ‘uniqueness’ is your ticket to the spotlight. Next, hone your storytelling skills. Media adores a compelling narrative. And don’t forget, this narrative should extend to visuals, especially in today’s digital age where visual appeal is a must-have for grabbing eyeballs. .
RTF: How important is a ‘Constantly Learning’ attitude in a field that you’re a part of?
Sumisha: In our neck of the woods, learning is an evergreen pursuit. The media and publishing landscape is a rollercoaster of change. It swings between long and short content, drama and facts, timeliness and perfect timing. AI is in the mix too, revolutionizing how we create content. Learning is our trusty sidekick – it never retires.
RTF: What is the process of selecting content to work with like, with a plethora of content coming your way?
Sumisha: It’s all about the audience – how they’ll consume it, where it’ll get published, and whether it solves a reader’s problem. We conduct a thorough data analysis of all of these before designing our content strategy. Though for me, as an Editor, it’s the X-factor of uniqueness that seals the deal.
RTF: How important do you consider a ‘Media Kit’ and how does one go about creating it?
Sumisha: Think of a media kit as your game plan – it’s indispensable for any publication, particularly in the print realm. It’s your yearly roadmap, guiding content planning, advertiser engagement, and marketing efforts. To craft a winning media plan, you’ll need to dive deep into your target audience’s psyche, stay tuned to market trends, and scrutinize the available data on your core subjects. A well-rounded media plan should encompass a variety of topics to expand your audience while keeping them captivated and hungry for more
RTF: As an editor, how do you look at pitches? What does a ‘Convincing Pitch’ look like to you?
Sumisha: A pitch that sings has two magic ingredients – a stellar idea and a message that hits home.
RTF: What is your approach towards dealing with advertisers? What kind of influence do they have on an organisation’s content?
Sumisha: Business and publications go hand in hand, but we’ve got to keep a fine line between working for business and working with business. As long as that line’s intact, we’re golden.
RTF: How has social media impacted the content strategies for media publication platforms?
Sumisha: Oh, social media has turned the content world upside down! Our content has always been visual, so it plays nice with digital formats and social media. It’s a whole new world out there.
RTF: How does your off-the-table life shape your professional life?
Sumisha: Your off-the-clock life paints the backdrop to your professional journey. Whether you’re a globe-trotting enthusiast or deeply immersed in cultures, it all fuels your work. Understanding design influences, for instance, gets a turbo boost from your life experiences. Every time I embark on a trip, I research the traditional and modern architecture of the destination, which ends up being a unique learning experience. I love to trek in the mountains, which instills endurance and patience, valuable traits in my work. I’m constantly investing my time in broadening my perspectives through travel, fitness, or participation in various forums, positively impacting my professional life.
RTF: What would be your tips for young professionals wishing to enter the fray of editing and publishing?
Sumisha: Every job has its hurdles, but the key is to pick something that lights your fire and give it your all. Passion and dedication are your secret weapons, young professionals.
