Marketing as a Growth Catalyst: Lidia Lal on Aligning GTM Teams

Lidia Lal, Head of Marketing for the Finance and Spend Management line of business at SAP APJ, shares her journey from her passion for storytelling to becoming a data-driven marketing leader delivering integrated marketing strategies for predominantly global tech brands. She discusses the evolution of marketing’s role, balancing long-term branding with lead generation, and leveraging AI to enhance customer experiences.

What inspired you to pursue a journey in marketing?

My marketing journey was inspired by a passion for storytelling and a fascination with how brands connect with audiences on a human level. Initially, I aspired to be a journalist, driven by my love for writing and storytelling. However, as I explored how advertising and marketing create emotional connections with people, I was drawn to the field of marketing.

After earning my first degree, I attended Technical College for three years, graduating with an advanced diploma in advertising, which led to my first role in the media department at DDB Needham. Over time, I realized my passion lay in client-side marketing rather than agency work. My first marketing role at a leading technology distribution company ignited my enthusiasm for campaign management, strategy, and brand building. More than 25 years later, I am still deeply committed and love working in the technology industry, having worked with some exceptional global brands. The marketing field has always felt like the bridge between businesses and people, allowing me to blend strategic thinking, creativity, and stakeholder management into a fulfilling career.