BAVINA SOOKDEO
Forty-year-old Keitha Oliver, the general manager at Pepper Advertising, has carved a path of success that began with a leap of faith and a bold cover letter.
Eight years ago, Oliver found herself unemployed, scrolling through social media, when an ad from Pepper Advertising caught her eye.
The agency’s quirky style and the memory of an encounter with Dennis Ramdeen (who started Pepper Advertising) and Liliana Ragbir-Sookaran during a presentation at Arthur Lok Jack when Oliver was doing a master's in marketing drew her in.
The cover letter she sent in response to the ad reflected her personality, humour and passion for meaningful work.
Reflecting on the journey on which the cover letter took her, Oliver said, “I knew I didn’t want to waste away in a job that felt like a chore.”
With the support of her mother, she left a job that was detrimental to her mental health and took a risk that would change the trajectory of her career.
Oliver’s initial interview experience at Pepper was a turning point. She felt a sense of comfort, describing it as being "at ease.”
Over the past eight years, Oliver has gone from an account executive at Pepper to senior account executive, team lead – client services and eventually general manager.
In an interview with Business Day, she emphasised the agency’s hands-on approach, thanks to its boutique size and the collective effort by the team to achieve the goal.
“Amidst all the excitement though, one of the key things I’ve learned is to treat people like people,” she added, saying kindness, humility and empathy go a long way.
Fostering a positive team environment is crucial to Oliver. Drawing a parallel with cooking a good callaloo, she highlighted the importance of blending different personalities and talents. Open communication, trust and regular team hangouts contribute to the collaborative culture at Pepper.
[caption id="attachment_1046637" align="alignnone" width="711"] Pepper Advertising general manager Keitha Oliver -[/caption]
Addressing the challenges in the advertising industry, Oliver acknowledged the impact of digital marketing and emphasised Pepper’s commitment to staying ahead.
“Back in 2010, Pepper was one of the first agencies to embrace social media marketing,” she said. “We continue to deepen our digital marketing knowledge and expertise by becoming Google-certified and honing our marketing automation and lead management skills as a SharpSpring Silver Partner – we’re the only agency in TT with this certification.
"This year, we also launched two new digital services – Contest Guys, which digitises the management of entry form contests, and Email Guys, which is solely focused on building long-term relationships with brands’ consumers through e-mail marketing.”
Oliver believes in the power of continuous learning for young professionals entering the advertising industry. She advises them to embrace various resources, from formal courses to blogs and podcasts, to enhance their skills.
Asked about her thoughts on the industry
