Samar Singh Sheikhawat joined United Breweries Limited, as Senior Vice President, Marketing in November 2009. He has earlier worked with Dabur as Head of Sales and Marketing and Tropicana as Head of Marketing. After completing his MBA in Marketing and Finance at Symbiosis -Pune, Samar started his career with Cadbury in 1989 as part of the research, malted food drinks and ice creams businesses, across Mumbai, Bangalore, Chennai and Hyderabad. Paul Writer spoke to him exclusively over a Chai Break.

What makes a good marketer?

Listening, observing, having no ego, strong analytical skills.

Three things you look for when you hire people?

Attitude, honesty, humility.

Your favorite destination for business trips?

London, Amsterdam.

Your favorite book?

When the Lion Feeds by Wilbur Smith.

When did you decide that Marketing is what you wanted to do?

When I finished college, and enrolled for my MBA.

Your favorite professional you follow on Twitter?

TED Talks.

Your most memorable advertisement?

Lifebouy Soap.

Do you love data or hate data?

Love relevant data, hate irrelevant data.

What are your marketing priorities for the year 2014/2015?

Making brand Kingfisher the beer brand of choice.

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