Statement of Purpose

Riddhi Baheti

I grew up in an entrepreneurial family watching my parents create their businesses

from scratch and witnessing their passion for the products and services they offered.
I would often sit with them during their meetings, feeling an indescribable rush of
adrenaline as they discussed the best ways to market their ideas. It was during those
moments that I realized the true value of building relationships with customers and
how storytelling could be used as a powerful tool. I didn't know it then, but those
early experiences would ignite a deep passion within me for marketing, one that
continues to burn bright to this day.

I completed my higher secondary education at SDM Central School in Dharwad, in

the South of India, with a CGPA of 9.2. The institution provided me with holistic
development opportunities making me strong in academics, sports, and inter-school
competitions. During my time at school, the teachers and management were
instrumental in identifying my potential in leadership skills. As a result, I was the
Captain of the house in sports, head of the cultural committee and the debate team. I
was also a member of ‘Bharat Scouts and Guides’, throughout the weekly training, I
learned some of the most invaluable life lessons, and now, looking back, I realize how
this has had an impact on my character. The discipline instilled in me during this
time was vital, but it was the emphasis on putting others first and fostering a sense of
loyalty that truly resonates with me.

As I reflect upon my childhood, I am reminded of the weekly tradition in our family -

'Debate night' - which fueled my passion for current affairs and geopolitics. During
these intense discussions, I realized the power of words and marketing oneself. I
became deeply interested in Journalism as a means of understanding how people are
influenced and how public opinion is shaped. Consequently, my interest was piqued
in Journalism.

I chose to pursue a bachelor's degree in the field and completed my B.A Journalism
Honours from Christ University, Bangalore. Advertising and Public relations, Media
and Gender studies, Media semiotics, Digital media production, Media Psychology
and Principles of marketing were some of my core subjects during my graduation. It
was when I was introduced to semiotics, I found myself trying to decode every logo,
understand colour schemes and examine visual communication in detail.
As I delved deeper into the subject, combined with studying the principles of
marketing, I was fascinated by the power of marketing and creating campaigns that
not only resonated with audiences on an emotional level but also drove business
success. I was particularly drawn to the process of bringing an idea to life, from
conceptualization to execution, and the creative problem-solving that was involved.
This is where I realized that my passion was organically developing. My eagerness to
apply what I learned in theory, led me to head the marketing and PR team for a
national fest organized by Christ University’s Media Cluster. The most thrilling part
of being a part of the team was networking with media partners and other
stakeholders. Post the national fest, I was invited by ‘Teen Tribune’ to record a
podcast, published on Spotify, titled ‘The Foetal Fight- Should abortion be legalised
around the world?’ At every stage of my bachelor's degree, I was eager to upskill
myself and would look out for additional courses and programs to expand my
knowledge. I have earned various certifications in marketing, advertising and graphic
design to complement my goals. I interned with upcoming student-owned news
publications like The Relevance, Shethepwr and one of India’s most prominent
media houses - Deccan Herald.

After graduating from Christ University with an overall CGPA of 7.57. I was fully
equipped to start my first professional journey with DailyBrief, a new-age news
startup that aimed to provide viewers with ‘no-nonsense news’. Their vision appealed
to me. I knew I could put my previous experiences and skills to the test, as the
organisation required me to be hands-on with diverse responsibilities. I started
working in the company in 2021 as a freelance content writer and was one of the first
employees. This exposed me to the fields of strategizing, curating, producing and
analysing content that would go up on the platform. My promotion to a full-time
employee occurred soon after I was asked to head their sister organisation- Sphere,
as an editorial manager, with the additional responsibility of heading the social
media team.

In under a year, I transitioned from a freelancer to leading my team - a personal

achievement I am proud of. My responsibilities included managing end-to-end
operations, developing social media ads, conducting user surveys, and creating
campaigns for user-generated content. Some of my significant professional
accomplishments are strategizing and designing Dailybrief’s iOS launch, growing the
organization's digital community to 26,000, starting the DailyBrief Podcast, and
heading social media marketing for Asia-Pacific's largest travel trade show- OTM,
organized by DailyBrief’s parent company.
It is no secret that digitalization is driving transformations in various business
domains, forging new opportunities for collective value creation. My ability to merge
creative and logical thinking, paired with a strong foundation in marketing principles
and expertise in digital tools makes me an ideal candidate at the University of
Manchester. My international background with my analytic, creative and
interpersonal skills will add further value, making me a significant contributor to the
academic community and the industry. I aspire to explore a position of distinction as
a Marketing Specialist within a reputed marketing agency.

As an aspiring applicant, I have explored the benefits of studying in the United

Kingdom. UK's education system is renowned for its top-tier universities and
exceptional academic standards. I'm excited to see how this experience will shape me
into the best version of myself. Every challenge, encounter and moment feels like an
opportunity for growth, and I'm eager to embrace it all with open arms.

My decision to attend the University of Manchester for an MSc in Digital

Marketing was carefully researched and deliberated upon. I'm particularly looking
forward to learning consumer behaviour, User Experience (UX) Design and Web
Analytics, and Digital Marketing Analytics as a part of my course. The exposure and
opportunities provided by the program, such as workshops and placements, are
unparalleled and would position me at the forefront of the marketing industry.