Justine Dharni: A Decade Shaping Media with Strategy, Tech, and Data
Justine Dharni isn’t your traditional media executive. A first-generation college graduate, she had once taken steps towards becoming a lawyer, motivated to advocate for fairness. Subsequently, she examined a career in medicine, caring for the well-being of others. Both noble causes, she felt called to continue to explore.
When she deferred her acceptance into Columbia’s pre-med program and found herself with a career at the heart of media, she realized that bridging the representation gap and being a steward of inclusive and authentic storytelling was destined to be her medium of caring for the well-being of others and advocating for fairness and social responsibility.
Humble Beginnings in the Digital World
Justine’s career path has been dynamic. In her early days, she experienced the struggle of making it in a competitive industry, especially without a network. She recalls juggling driving for Uber and Lyft and interviewing for marketing roles. She ultimately earned an opportunity with Uber HQ, contributing to the Global Social Media team as a marketer. Ever the optimist, she positions her 5-star rideshare experience as her focus group on wheels.
Today, her contributions are widely appreciated among industry leaders who have closely observed the evolution of the media landscape. As a Director at M BOOTH, she managed million-dollar budgets for Fortune 100 companies, helped to secure the largest new business deals in the agency’s history, served on workplace belonging committees, and kept cross-functional teams at the forefront of the latest marketing best practices.
From Strategy to Action: Making a Difference at Dentsu
At dentsu mcgarrybowen, Justine’s role in establishing the Global social strategy for Intel marked a massive milestone in her career. The impact of this work manifested in a substantial shift in brand perception, leading to an overall strengthening of agency-client relationships and a Shorty Award nomination for Branded Series. A big fan of data, Justine ushered in advanced analytics and insights, developing rich yet easy-to-understand dashboards and reports for Executives, supporting both evergreen campaigns and issues and crisis management.
She also leveraged organizational change best practices to cultivate a sense of community within the company. Her efforts led to an increase in employee satisfaction. Her colleagues express that Justine was a real difference-maker, especially amidst the summer of 2020, when she was quickly elevated to serve on the network-wide Multicultural Business Resource Group. This role included regular touchpoints with C-Suite Executives.
Nurturing Collaboration: Impactful Leadership at M Booth
As a part of M Booth, a creative PR & digital company, Dharni’s primary role was client management and digital strategy for Google-owned social channels, primarily Google for Education. During the height of the pandemic and distance learning, she was responsible for working side-by-side with product and program managers on fast-paced launches, high-profile events, and brand campaigns. Justine helped the agency secure new business with winning digital strategies, most notably in health equity and STEM. Involved in client work around the agency, she has a demonstrated knack for leading teams and guiding innovative platform and feature adoption.
Justine was nominated to co-lead workplace culture initiatives at M Booth, a role fundamental in changing how people feel included, heard, and valued in their work environment. Growing up within a Sikh community, Justine was taught about the importance of being in service to others. A steward of belonging and co-creating experiences, she believes in exercising compassion, empathy, and patience while demonstrating courage and truth, as brave conversations and advocacy help uphold honesty, kindness, human dignity, and equality for all. As she grows, personally and professionally, she makes a concerted effort to take a people-first approach, whether it is through inclusive storytelling, product management, or strengthening connections with colleagues, clients, or consumers.
Marketing Transformed: Columbia Business School to Industry Insights
Justine Dharni’s wealth of experience was cultivated over the span of her career and accelerated during her time at Columbia Business School. Through her MBA, she has delved deeper into the intersection of customer-centric marketing and martech, namely data analysis, generative AI, and automation. Justine has become well-versed in helping companies drive innovation and strategic growth; skills strengthened through her coursework developing marketing strategies for VC-backed cybersecurity and AI startups.
Her immersion in adtech, encompassing DSPs and SSPs, has equipped her with a nuanced understanding of digital advertising landscapes. A full-funnel marketer, Justine meticulously measures success, utilizing advanced tracking to optimize campaigns. She believes in a holistic approach to digital marketing, empowering her to navigate the complexities of modern business with agility and insight.
The Power of Media: A Commitment to Building Bridges
This journey, though, is merely the beginning for Dharni. She’s eager to become a decision-maker in the content space and to open doors for underrepresented storytellers. “In the next 3-5 years, I will actively mentor and develop the talent on my team and in my industry,” she expresses.
Justine Dharni’s story isn’t just about her success. It’s about her dedication to creating a more inclusive industry in service of people from all walks of life. Recognizing the media’s power in shaping our beliefs and perceptions, Dharni is committed to breaking stereotypes, challenging the status quo, and building bridges for other hopeful executives and creatives.
Grounded by her mission, Dharni’s trajectory is relatable, inspiring, and a testament to the power of dreaming big. “I’ll never consider myself an expert—the industry changes every day! But I’ve committed to working smart, maintaining humility and hunger, demonstrating measurable value, and designing working environments where my colleagues are excited to create,” she notes, revealing an unshakeable determination that is undeniably magnetic.
As Justine Dharni continues to navigate the evolving world of media, she remains an enduring role model, embodying the concept that achievement isn’t just about conquering your goals but also assisting others in reaching their own. Her path, often thrilling, sometimes challenging, but always awe-inspiring, is a reason to believe for those striving to make their mark in an ever-changing industry.
Published by: Martin De Juan
