Alok Singh
Mumbai
Summary
Marketing and brand strategy professional with 8+ years of experience across FMCG, healthcare, technology, and consumer insights. Currently leading innovation and brand development for the ₹5200 Cr Wheel detergent portfolio at Hindustan Unilever. Proven track record of translating consumer insights into product innovation, brand modernization, packaging transformation, influencer ecosystems, and large-scale marketing strategies. Experience spans FMCG brand leadership and digital product growth across roles at Hindustan Unilever, Haleon, OYO, Xiaomi and Kantar.
Overview
8
8
years of professional experience
4033
4033
years of post-secondary education
Work History
Assistant Brand Manager - Wheel Innovation
Hindustan Unilever
Mumbai
03.2023 - Current
- Sustained brand growth during a deflationary category year by executing integrated brand-building initiatives spanning product innovation, pack renovation, digital communication, and media optimization.
- Led brand modernization through creation of new digital brand assets keeping the brand contemporary and aspirational for mass consumers.
- Developed a proposition-led influencer framework producing 10+ creator-led assets generating 500M+ YouTube views while reinforcing the brand's core promise and contributing to uplift in Brand Power and User Base metrics.
- Spearheaded packaging renovation after a decade redesigning pack architecture and visual identity; the new pack direction won consumer validation in testing.
- Drove product innovation at design-cell level translating consumer insights into improvements in product perception and performance.
- Managed ₹100 Cr+ media investments optimizing channel strategy and communication efficiency.
- Built data-led media planning frameworks using smartphone and TV reach penetration to identify media-dark markets.
- Deployed wall painting and rural visibility assets in low-media geographies strengthening last-mile communication and brand saliency.
- Conducted category diagnostics across the ₹50K Cr home care category identifying growth opportunities and innovation white spaces.
Assistant Manager - Consumer Insights & Analytics
Haleon
Gurgaon
12.2022 - 02.2023
- Led consumer insights programs across brands including Iodex, Otrivin and Crocin supporting innovation, communication development and portfolio strategy.
- Partnered with cross-functional stakeholders across marketing, finance and global insights teams to drive data-backed decision making.
Marketing Program Manager (Product & Growth)
OYO
Gurgaon
03.2022 - 12.2022
- Led product growth initiatives on the OYO app including development of the 'Power Break' short-stay product offering, creating a new incremental revenue stream.
- Managed end-to-end product proposition including user journey, pricing logic and communication within the app ecosystem.
- Led App Store and Google Play Store optimization initiatives improving discoverability and organic installs.
- Designed systems to actively manage hotel reviews and ratings improving consumer trust and increasing trial rates on the platform.
- Leveraged customer behavior data and analytics to improve conversion and booking funnel performance.
Senior Specialist - Consumer Insights & Brand Marketing
Xiaomi
Bengaluru
04.2021 - 03.2022
- Managed brand tracking, ad testing and market research across smartphone and wearable categories.
- Delivered insights informing go-to-market strategies, communication development and product positioning.
Research Manager
Kantar
Gurgaon
11.2017 - 04.2021
- Managed end-to-end research programs for FMCG, healthcare, technology and travel sector clients.
- Led brand health tracking, segmentation, concept testing and communication development studies.
- Synthesized quantitative and qualitative insights into strategic recommendations influencing brand positioning and marketing strategies.
Education
PGDM - International Marketing
Delhi School of Economics
BSc - Life Sciences
Ramjas College, University of Delhi
Skills
- Brand Strategy & Brand Building
- Consumer Insights & Segmentation
- Product Innovation & Renovation
- Digital & Influencer Marketing
- Product Management & Growth
- Media Planning & Optimization
- App Growth & Marketplace Optimization
- Rural Marketing & Market Expansion
Websites
Selected Career Achievements
- Led brand revitalization initiatives for a ₹5200 Cr FMCG brand.
- Delivered 500M+ YouTube views through proposition-led influencer marketing assets.
- Won consumer validation for major packaging redesign after a decade.
- Built rural brand saliency through identification of media-dark markets and targeted visibility campaigns.
- Created new app-based revenue stream through short-stay product innovation on the OYO platform.
Core Expertise
- Brand Strategy & Brand Building
- Consumer Insights & Segmentation
- Product Innovation & Renovation
- Digital & Influencer Marketing
- Product Management & Growth
- Media Planning & Optimization
- App Growth & Marketplace Optimization
- Rural Marketing & Market Expansion
Timeline
Assistant Brand Manager - Wheel Innovation
Hindustan Unilever
03.2023 - Current
Assistant Manager - Consumer Insights & Analytics
Haleon
12.2022 - 02.2023
Marketing Program Manager (Product & Growth)
OYO
03.2022 - 12.2022
Senior Specialist - Consumer Insights & Brand Marketing
Xiaomi
04.2021 - 03.2022
Research Manager
Kantar
11.2017 - 04.2021
PGDM - International Marketing
Delhi School of Economics
BSc - Life Sciences
Ramjas College, University of Delhi