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Zoya QelzuriChief Marketing Officer

Zoya Qelzuri · Chief Marketing Officer · India

Ask whether the evidence and the promise describe the same outcome

My contribution to a board

I would bring a habit of asking whether the population and outcome named in a commercial claim match the evidence management has actually examined. A percentage can be correct for respondents while the presentation suggests it describes everyone. A busy programme can record repeated sessions without establishing the broader audience used to justify expansion. These are questions about enterprise promises and resource decisions, not a director's attempt to manage individual campaigns. I have experience correcting a headline I approved and accepting the cost of a delayed or cancelled programme. I would also bring restraint about what that experience qualifies me to judge. I hold no statutory seat, and I would need to learn the receiving company's finances, people, operating risks and sector obligations alongside its commercial account. A first appointment should connect a useful perspective with a clear learning plan and colleagues whose expertise extends beyond mine.

Judgement in practice

01

Correcting a persuasive claim whose arithmetic was sound but scope was wrong

The practice case followed 80 learners whose average scenario errors fell from 12 to 7.2. The 40% relative change was mathematically sound, but our headline invited a conclusion about workplace mistakes without a comparison group or workplace follow-up. I withdrew the statement I had approved and revised 14 assets at ₹18 lakh cost. For a board, I would ask which outcome the enterprise is promising and what evidence connects that outcome to the product. The question should preserve a useful practice observation while preventing it from becoming an unsupported causal or workplace claim. The correction did not establish later sales improvement; it made the current account more accurate and left the next evaluation question visible.

02

Refusing to let an activity count decide a different investment question

The demonstration programme produced 360 sessions from 90 people who each returned four times. Fifty-four requested follow-up and 36 did not. I cancelled a proposed ₹1.7 crore expansion pending a clearer distinct-reach case, while retaining ₹31 lakh already spent on the pilot. A board can ask whether the unit used to justify expenditure corresponds to the purpose of that expenditure. Repetition may be valuable without supplying new audience reach, and cancelling a proposal does not turn its budget into a realised saving. I would want the paper to retain the pilot's useful evidence and the reason it did not yet support the larger commitment, so recognition of good work does not become automatic approval to scale it.

03

Allowing a defined inclusion finding to change the public date

A review within a 120-person showcase preparation found six of 18 keyboard-only paths blocked by a drag interaction; 12 completed. I supported a six-week postponement and ₹27 lakh rework before a recheck completed all 18 reviewed paths. I would ask a board whether management has a way to connect findings about the promised experience with launch decisions, including when the change is commercially inconvenient. The recheck did not establish universal accessibility or whole-product compliance. Its boundary matters as much as its success. Oversight should seek evidence of a corrected barrier and clarity about broader work still required, rather than accept either an attractive demonstration or one successful repair as a complete answer.

My first year on a board

I would begin by understanding what the receiving company sells, what customers reasonably expect and how management knows whether the proposition is working. Induction should include the operating model, financial reporting, key relationships and applicable duties, with access arranged through the chair and governance process. I would then examine how important claims and investment assumptions reach the board. The goal would be to understand the enterprise's own evidence, not import a learning-software vocabulary into every problem. During the year I would follow the conditions attached to approved decisions and ask how management reports a changed assumption or an incomplete result. I would seek feedback from the chair on whether my questions help collective judgement and whether I am giving enough attention to unfamiliar parts of the business. A first year should broaden my understanding as well as demonstrate the perspective for which I was invited.

Conflicts and their management

I would disclose relevant connections before receiving confidential material, including relationships through founders, early investors, the employee trust, clients and commercial partners. My trust-beneficiary interest needs assessment even though I hold no direct personal equity. Qualified advisers should review the specific circumstances against applicable independence, company-law and listing requirements, alongside committee and directorship limits where relevant. A recusal should be assessed for its practical effect: if it leaves too little room to contribute, useful service may not be possible. Employer consent and the actual demands of an outside role also require agreement. I would keep customer research, participant records, private contracts and unpublished product evidence out of another company's discussions. The cases on this site are invented; they do not create access to any real learner or client. Declarations need to be revisited when relationships or responsibilities change, with the chair informed through the appropriate process.

My independence statement

I would disclose relationships through Tazvuri's founders, early investors, employee trust, clients and partners, including my trust-beneficiary interest. Absence of direct personal shares or a current board seat does not settle independence for a proposed appointment.

Board and committee exposure

Presented to the Board or a committee

Tazvuri Simulation Systems

Commercial-evidence and marketing-investment presentations through the CEO; no statutory appointment

February 2022 onward

Presents the scope of campaign claims, participation evidence and proposed marketing commitments. The executive role does not carry a director vote or replace learning, financial or legal evaluation.