Monster Energy

Sabrina Sirhal has been working as a Director, International Media and Digital Strategy for Monster Energy. She strives for excellence and pushes her team to think beyond everything. In the interview with CIOReview, she shares her thoughts on the current digital scenario.

Could you please tell me what the current trends and challenges are in the field of digital experiences?

Everything is changing rapidly, and the way digital transformation is evolving every day is also becoming a challenge. The increasing usage of and reliance on digital technologies brings forward a myriad of major changes in both business and society. I think it takes some time to become accustomed to new platforms or technologies; it might be a manner of carrying out certain tasks that migrate and develops into the upcoming major things. It keeps you on your toes while always changing, so it never gets dull.

It's important to have an insatiable curiosity to continually learn new things while making sure you understand both the technical and strategic aspects of what you're doing. Therefore, there is a lot to stay on top of.

What are some of the points of discussion that go into your leadership panel to mitigate these challenges?

I believe everyone should be aware that it is a safe area and a learning environment. We're dealing with evolving platforms, so it's okay if there's a certain acceptance or tolerance for merely experimenting and learning. We must thrive in a rapidly changing world and for societies to progress without leaving anyone behind.

In light of such potential disruptions and transformations, how do you anticipate just those things evolving in the next years?

“We must thrive in a rapidly changing world and for societies to progress without leaving anyone behind”

We rely more on client data nowadays and use it to power the digital world. So, I believe it's going to be interesting as you see the shrinkage of platforms and opportunities in general. I think there has been some consolidation in the market, which has forced us to consider what will happen next and how to move into this new territory while still relying heavily on consumer information. As a result of things having a tendency to rely more heavily on the data piece, I believe that over time, more creativity will return to the field.

What is the one piece of advice you would like to provide to a young professional?

They should not be hesitant to try new things because the best ideas are generated by doing something untried and new. Additionally, data is fantastic for checking and assessing if what you're doing is working or not. However, you shouldn't rely too heavily on statistics to guide all of your decisions. I believe that creativity is the focus of our space, and we must learn to balance it with productivity. Although data is the advantage of digital, don't allow it to stop you from being creative and from following your instincts. Be brave, try it, and learn.