Spotify's Mayur Gupta on Defining the Brand's Always-On Demand Creation and Demand Capture

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Mayur’s innovation superpower? Leveraging the “always on” intersection of data, technology and great content to predict what a customer wants before they do. Fun fact? You probably didn’t know that Mayur started his career as an engineer and approaches marketing as “art in science and science in art”.

Tell us about your current role and responsibilities. Why did you choose to join your current company?

I joined Spotify in mid-2016 with a mission to evolve marketing into a data-driven growth engine for the company – we called it “marketing sciences”.

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