Deepali Kumari
Our Industry Profile takes a look at some of the professionals working across the advertising, adtech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.
Deepali Kumari: Performance Executive at Enigma
Time in current role/time at the company:
I’ve been here long enough to know where the best coffee is... eight months and counting!
How would you describe what the company does?
At Enigma, we create magic—the kind that makes you go “wow, I need that” while simultaneously wondering how we did it. We blend real-world insights, cutting-edge technology, and creative thinking to craft powerful brand experiences. Whether it's strategy, media, creative, or digital, we bring ideas to life and make brands shine at the moments that truly matter. Enigma: making the impossible look easy.
What do you do day-to-day?
My day kicks off with a two-hour train journey, which is the perfect time to unwind and mentally prep for the day. At the office, I juggle client needs, brainstorm epic campaigns, and dive into meetings and emails. In between, I manage google ads, analyse campaign results, and get distracted by reels (it’s ‘research,’ of course!). It’s a mix of creativity, strategy, and the occasional train nap to recharge for the next big idea.
Define your job in one word:
Digital chameleon.
I got into marketing/advertising/media/tech because:
I studied Computer Engineering, but during my placement, I found my true calling in digital marketing. I thought, ‘I love the internet, let’s make it my job.’ I’ve always been a sucker for cool ads and brand storytelling. So, I decided to try something new, and quickly became passionate about digital media. Since then, I’ve been hooked, constantly learning and exploring the ever-changing digital world!
What’s the biggest challenge you face in your role?
Trying to explain to clients that their “brilliant” idea isn’t so brilliant when you put it in front of 100,000 people. Love them anyway, though.
What’s the biggest industry-wide challenge you’d like to see tackled?
Making sure AI doesn’t take over all our jobs—unless it’s doing the boring stuff, then I’m in.
Notable campaigns you have worked on:
My proudest moment came when we achieved an incredible 3.5x organic growth in website visitors (SEO) through a comprehensive SEO strategy within just five months for MobiKwik, an Indian digital payments platform, in collaboration with HiveMinds Agency. The campaign was particularly challenging as we were competing against some of the biggest players in the fintech and digital payments sector.
The key to our success was understanding the competitive landscape and identifying unique growth opportunities that the market leaders had overlooked. The success of the campaign earned us the Gold Award for Best Search Marketing Campaign at the India Digital Awards (IAMAI), marking a pivotal milestone in my career. This recognition not only validated our efforts but also ignited my passion for digital marketing. The project remains a defining moment in my career, showing me the power of well-executed digital strategies in the highly competitive space.
Who has been a great mentor to you and why?
I’ve always had a supportive leader here at Enigma, in Sally Lawrence, and she has played a key role in my journey. From day one, she believed in my potential, provided invaluable guidance, and encouraged me to take risks. Her consistent support, constructive feedback, and ability to challenge me have helped me grow both professionally and personally. I’m deeply grateful for the mentorship I’ve received from everyone at Enigma.
Words of advice for someone wanting a job like yours?
Get used to being slightly confused, sometimes sleep-deprived, but always ready with a cup of coffee and a creative idea. Oh, and stay curious!
If I wasn't doing this for a living, I'd be:
Flying high as a pilot, cruising through the skies and living that cloud life.
My mantra is:
Don't stress about making everyone else happy - just focus on yourself and live your own life.
My favourite advert is:
Probably one that involves a surprising plot or clever storytelling. A great ad should make you stop, think, and say ‘wow, that was good!’
A recent example of this is Dunkin’ – "Super Bowl Ad" (2024).
The ad is lighthearted and fun, blending humor with star power to create a memorable experience. With celebrities like Ben and Casey Affleck, the ad humorously plays on the idea of “achieving greatness” in a way that feels almost absurd but entertaining. It’s a perfect example of how humor and big personalities can make an ad stand out during the Super Bowl.
Music and TV streaming habits. What do you subscribe to?
Spotify, Netflix, Disney+... and an embarrassing number of random YouTube channels.
Tell us one thing people at work don’t know about you?
When I was five, I was selected for a famous dance show in India! I used to perform a lot back then and absolutely loved it. Guess I’ve got some hidden dance moves that no one at work knows about!
In five years' time I'll be:
Still making cool things happen—hopefully with less caffeine and more sleep. Maybe running my own agency? Who knows!
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