Shashank Shekhar

From Sales to Strategic Leadership

Shashank Shekhar

General Manager Marketing, Communication & Business Strategy,

Weichai India

Navigating the dynamics of sales, marketing, and business development requires both adaptability and strategic foresight. Shashank Shekhar, GM—Marketing, Communication & Business Strategy at Weichai India, exemplifies these qualities with 19 years of experience. His transition from a salesfocused role to one centred on marketing and business development has broadened his scope, allowing him to craft market-leading strategies that drive growth. His sales background gave him valuable customer insights, which helped him create targeted marketing campaigns blending creativity with analytical rigour. Shashank’s track record spans renowned MNCs like VE Commercial Vehicles, Hilti, Fenesta, and LPS Bossard. He has delivered impactful campaigns, including experiential initiatives and roadshows, highlighting his ability to engage stakeholders across both digital and physical channels. Known for his data-driven decisions and customer-centric approach, Shashank turns challenges into growth opportunities. His leadership is marked by a dedication to team development, mentoring individuals who have gone on to managerial roles. As a passionate strategist, Shashank remains a driving force behind Weichai India’s business growth, continuously pushing the boundaries of marketing and business development. Shashank shares more about his journey and strategies in this exclusive interview with TradeFlock.

What challenges did you face at the world's largest engine manufacturer, and how did you overcome them?

The market for diesel and gas engines is very competitive and moving towards saturation, so there is a need for innovative marketing. Navigating environmental regulations while maintaining product performance at times becomes very challenging. Keeping up with technological advancements and integrating new technologies is very crucial. Managing global market dynamics involves tailoring strategies to fit local markets while maintaining a cohesive global brand. There is increased pressure to create sustainable products, which demands innovative thinking and strategic planning. Strategies that can be adopted to overcome the challenges include innovative marketing, proactive compliance, embracing technology, localised strategies, and sustainability initiatives.

How has innovation helped you overcome obstacles? Can you share an example of its impact?

Innovation is important in problem-solving, adaptability, efficiency, and competitive advantages. A major example of innovation’s influence was seen during the pandemic, when a virtual connect was developed to address the issues brought by the restrictions for in-person connect & training. It was possible to access it all over the world, save costs, enhance engagement, and be scalable through features such as live webinars, interactive modules, and AR/VR technologies.

What’s your greatest strength as a strategy-driven marketer?

My greatest strength as a strategy-driven marketer is the ability to blend analytical thinking with creative problem-solving. This helped me develop data-driven and innovative strategies that resonate with the target audience. Analytical thinking allows me to make data-driven decisions, analyse market insights, and optimise performance. Creative problem-solving enables me to come up with innovative campaigns, adapt to changes, and engage customers effectively. This strength could have resulted in outstanding results when the company launched new products in a competitive market through strategic data analysis, creative campaigns, and performance tracking, thus giving way to high engagement levels and fast market penetration.

What were your key takeaways from driving BS-VI compliance during the pandemic?

During the pandemic, physical connection was challenging, and we had to think outside of the box. Initiatives to ensure compliance with the new BS-VI standards involved several things in digital, on-site inspection, and material distribution. Virtual training, digital documentation, and online customer engagement, while keeping in mind that we cannot be left. We initiated online tools for e-demos and distribution of communications & keeping us relevant in the time of crisis. Hybrid events and AR/VR were used for engagement. Flexibility, communication, innovation, resilience, and collaboration were used to connect once the lockdown was eased, and it gave us good leverage against the competition.

What’s your leadership philosophy, and how do you apply it with diverse teams and challenges?

My leadership philosophy is a combination of collaborative innovation, adaptability, and empowerment. I firmly believe in inclusiveness, open communication, continuous learning, utilising strengths, agile solving, and building resilience in diverse teams under challenging business landscapes. For example, this philosophy is demonstrated when, in response to a market change, the team conducted brainstorming sessions, rapidly adapted a strategy to market feedback, and empowered teams to take decisions. With this leadership philosophy, we managed to manoeuvre through the market shift with our heads held high and way ahead of the competition. Focusing on teamwork and adaptation ensured fast decision-making and efficient problem-solving guaranteed a positive outcome. In addition to a robust culture of teamwork and cohesion, the approach encourages growth and personal development in an organisation.

How do you personally define success, and how has it evolved over time?

The concept of success has evolved for me over my career. At first, it was about tangible achievements such as meeting targets and receiving recognition. Then, it shifted towards impact and influence, focusing on team success, innovation, and mentorship. Now, success is about sustainable growth, work-life balance, positive impact, and continuous learning. Success is the journey of adaptation with experiences and shifting priorities, aligning professional goals with personal values, and balancing professional success with personal wellbeing and social impact. This holistic approach creates a more fulfilling and meaningful definition of success. After all, success is not just about reaching the destination but also about the journey. Let’s face it: challenge, learning from failure, and staying true to one’s values are all part of the process. In fact, putting your and your team’s own well-being ahead and making a difference for others can lead to a version of success that truly sustains us all.