Breaking barriers in tech: Meet Medhavi, our rising star at Criteo India

Since Medhavi joined Criteo India seven years ago, she has experienced rapid career growth. In this article, she explains how she worked her way up to management and leadership stone by stone. We hope you'll get as inspired as we did when understanding what it means to lead in a fast-paced industry like tech in India!  

Can you tell us a bit about your professional journey? 

I studied computer science engineering, followed by an MBA, before getting my first job at Google where I stayed for 5 years. There, I worked first as an Account Strategist and then as an Analytical Lead across 3 different markets – the UK, the US, and India. I joined Criteo about seven years back as an Account Strategist and it's been an incredible journey of learning and growth since day 1 to the Country Head position! Even though I've been here a while it seems like we're just getting started.  

What about your career growth since joining Criteo? 

Sure. I've been lucky to experience consistent growth since I started, moving quickly to the position of Senior Account Strategist, then Director of Account Strategy, and finally Team Lead. It's been quite a fast evolution, but I've felt supported and trusted every step of the way. And ever since I've tasted leadership, I can't go back! I started as Head of a Large Customer Business, then Head of Enterprise Business and now I am Country Head for all our business in India. I can't tell you how fabulous it's been to be entrusted with these responsibilities. Here, I feel like we deeply value meritocracy, and recognize those who strive to bring their best to the table.  

Would you define yourself as a challenge-oriented person? 

I need to learn continuously, yes! I know some people thrive when they master their area of expertise and it can be quite challenging as well, of course! I like it when things change and evolve so I can grow alongside them. I love how dynamic Adtech is and how innovative we need to be to keep up. I've always been like that; as soon as I'm onto something I always think of the next thing I want to learn and try. Every year, I evaluate myself, and the new things and skills I've learned. I believe we ought to cultivate curiosity. To me, the thirst for knowledge is what will take me farther in my career. 

Were you offered the right opportunities to thrive? 

Yes! Transitioning to roles that were constantly evolving has paved the way for constant challenges and growth opportunities, and that's why I still thrive here after seven years. Your mindset evolves as your horizon widens; you want to try new things, think bigger, and do better. When I started to pursue larger outcomes, I found the right opportunities at Criteo. What has kept me motivated is getting my contribution recognized and rewarded fairly. That truly makes me want to bring my best! 

How is your job rewarded?  

The rewards here are both tangible and intangible. There’s a strong culture of recognition, whether when celebrating companywide wins, team wins, or providing individual rewards like increased responsibilities or lucrative benefits. Criteo strikes the perfect balance between acknowledging individual efforts and celebrating collective success. This culture of camaraderie and mutual respect fuels our passion to deliver our best every day. 

Which part of your journey was the most instructive? 

My leadership journey has been extremely rewarding on many different levels. As I grew as a leader, I understood winning attitudes need to be balanced with empathy and compassion. The values embedded in the Criteo culture helped me see that leading was about understanding what winning truly means and how to take everyone there. And that's the real reward for a leader! If you give flexibility to your teams while achieving goals, you set the foundation for fantastic outcomes for everyone. Leading with empathy means taking care of your people's work-life balance, understanding their personal needs, and motivating them to give back.  

Which skills have served you well up until now? 

The ability to plan efficiently so you can manage your business as smoothly as possible. Knowing how to plan your actions helps you identify potential opportunities and white spaces toward which the market might be going. In terms of soft skills, being adaptable, approachable, and leading with grace is fundamental when leading teams. Inspiring your team through actions rather than directives fosters trust and collaboration, which are essential for effective leadership. 

Was being a leader in the cards for you from the beginning? 

Many people told me I was leadership material, even as a school student, so, somehow, I've always felt I carried it in me. I developed most of my qualities when I became a leader though. I don't think you're just born a leader, I think you become one if you have the right attitude and a growth mindset. It's a nice base to build from of course, but it's not enough. Being a leader isn’t just about knowing the business; it’s about communicating your vision effectively and empowering others to achieve it. These are skills I’ve honed throughout my career. 

How do you thrive as a female leader in a masculine business and industry?  

Tech is a male-dominant environment for sure but our culture at Criteo doesn't discriminate based on gender. I haven't felt a gender bias so far and it's very helpful to grow. I believe in voicing my opinions confidently and constructively. If you have an opinion, it's important to voice it out; that’s how we challenge stereotypes and foster equality. It is something I do with clients too. It's a partnership so if I'm convinced, we're going in the wrong direction, I'll speak up. It's key for women to stand their ground, respectfully, and be assertive and firm. This is how we'll break down barriers.  

It is the employer's responsibility to foster a safe workspace. In your opinion, what are the main conditions for that to happen?  

It all boils down to fostering a culture of trust. A safe workplace happens when employees trust leadership and vice versa. People should be recognized, valued, empowered, and free to voice their opinions. Fostering such a culture must come from the top down, but also from the bottom up in everyday actions. People must be the ambassadors of the company culture. If you see a situation where a person doesn't feel comfortable, you must act and speak out. And it goes beyond gender! You must balance the personalities of all, between extrovert and introvert. As a leader, it is your role to make room for everyone to share in their own way. 

In one sentence, what does leadership mean to you? 

It's about balancing an attitude to win and empathy to enhance greater collaboration and collective success.  

Can you learn to be empathetic? 

I think empathy is learnable and teachable. It all happens when you finally start to observe others. If you watch your peers, leaders, and team members, you'll see so many people who lead with empathy. I remember one Criteo leader came to visit us in India a while ago and he had learned everyone's name by their face and one thing about each person, even though it was his first time here. He had made that effort, and it was inspiring! Just by looking around you, you can learn so much already. 

So, there is no need to push harder to get better results?  

Like everything else, there has to be a balance. I must make sure people know how global business goals are translated into local goals and what it means for each of our teams. You don't need to put pressure on to get results, but you must set a clear path and follow up. You can do it giving people flexibility. It's like you draw the mandala and they add the colors to finish the full drawing.  

Apart from the leadership side, what do you like the most in your job? 

I enjoy seeing how we've made our business grow and people grow. What we've been able to achieve together as a team is amazing! We have built so many things from scratch from verticals that did not exist to new business units. We've been able to grow every single unit and become consistently the fastest-growing market for Criteo. Also, all the leaders in my team are people who've grown from within Criteo which means we're recognizing and rewarding the people who are responsible for the growth. That makes me excited and proud every day, and it's only the beginning!  

Many global companies ask employees to return to work. How do you feel about that?  

Flexibility ultimately connects with well-being so giving people flexibility is extremely important. It also ties back to the fact that some of us may have certain needs at different stages of life, like when becoming parents for instance. It's key to accommodate those needs to avoid creating too much tension and flexibility is the key there. People should feel free to step out of work to go pick up their kids or if there is a problem without fearing being judged or distrusted. There again, balance is the rule! There can't be flexibility without respect and ownership. It must all be sustained by a fair value system and shared respect for the company. 

Three things you need for your well-being at work? 

A company culture that promotes flexibility, offers the right resources and learning opportunities, and supports your growth. 

How would you describe the atmosphere at Criteo India?  

Friendly, energetic, and yet focused. It's a vibrant environment where you'll find a strong sense of camaraderie. In the seven years that I've been there, no matter which person I asked or which country they were in, I always found someone ready to help out! 

What about Adtech? Overwhelming or exciting? 

Exciting! I've never been too fond of doing things the same way for long. I love it when I must adapt to a changing environment and learn new things. Adtech is unpredictable and always offers a fresh set of opportunities that you must grab. You have to be eager to learn and adapt. Unless you have that attitude, you might end up feeling overwhelmed.  

And what future do you foresee for Adtech in India? 

Adtech is growing phenomenally well here. The growth in digital business and retail media is quick and here to stay. You see startups launching their business every day as they know it's a buzzing environment. It's a very exciting time for India and Criteo as we stand at the forefront of Adtech innovation in the country!