Pranay Rao
Gurugram
Summary
Senior marketing executive from IIM Kozhikode with 18 years of experience leading brand strategy, product innovation, and market expansion across Unilever, ITC and Kraft Heinz. Proven track record of scaling brands like Nothing, Complan, and Huggies, driving triple-digit growth at Nothing, and spearheading global marketing transformations at Unilever. Expertise in digital marketing, brand positioning and go-to-market (GTM) strategy
Overview
19
19
years of professional experience
Work History
Head of Marketing
Nothing India
Gurugram
05.2023 - Current
- Lead marketing of ₹2000 cr Nothing to becoming India's fastest growing brand at 577% YoY.
- Spearheaded YoY growth of 577% (Counterpoint Research, 2024), achieving 7% market share in the ₹15K-25K segment.
- Nothing has been recognised as India's fastest growing brand for the last 5 consecutive quarters Q1 24 to Q1 25.
- Led transition from 3 member marketing team and ₹8 cr media budget to 13 member team and ₹96 cr media budget.
- Increased Nothing total brand awareness from 14% to 58% and spont awareness from 0% to 9% in a year with the lowest media spends in the category.
- Designed processes and upskilled team on brand strategy, creative direction, digital marketing, PR, and consumer research.
- Created first time consumer research and validation processes for ID, marketing creatives and concepts for phones created for the Indian market.
- Improved ROI on media and ecomm through use of Media Mix modelling, cohort based campaigns and continuous optimization.
- Launched Nothing Phone 2a, CMF Phone 1, and Phone 3a, achieving record-breaking sales.
- Achieved the highest CTRs (4% in the segment through creative optimization.
Global Marketing Workstream lead
Unilever Netherlands
Rotterdam
01.2021 - 05.2023
- Led global marketing transformation for €2B Lipton brand.
- Managed a 13-member global marketing team, ensuring seamless marketing separation & branding transition.
- Designed new global marketing processes including branding, consumer engagement, and media.
- Adapted best-in-class Unilever strategies to cost-effective, fit to purpose strategies for Lipton.
Founder and Marketing Consultant
Cryolite Konsulting
Mumbai
10.2018 - 12.2020
- Worked on own startup idea and consulted with other early stage startups.
- Consulted early stage edutech and food startups through Cryolite Konsulting registered in Rotterdam and Mumbai.
- Conceptualized and developed business plan for own start-up idea to create quality nutrition products in India.
- Consulted pro bono for Netherlands based NGO ppeneeded.com during the COVID-19 pandemic.
Global Chief Marketing Officer
House of Anita Dongre
Mumbai
06.2017 - 09.2018
- Company Overview: Global fashion powerhouse based in India, US, and Mauritius
- Revamped marketing for a global fashion powerhouse based in India, US, and Mauritius.
- Grew House of Anita Dongre by 9% YoY, establishing data-driven marketing frameworks and purpose driven brands.
- Led ₹800 Cr global brand portfolio, overseeing brand positioning, CRM, Ecomm marketing, creative strategy, and research.
- Launched AND Sustain & Global Desi Cares, pioneering sustainable fashion initiatives.
- Launched 'House of Anita Dongre Rewards' CRM with a sales jump of 15% vs control.
- Increased ROI of Ecommerce advertising giving 123% growth.
- Awarded 'Fashion House of the year - 2017'.
- Global fashion powerhouse based in India, US, and Mauritius
Senior brand manager
Kimberly-Clark Malaysia
Kuala Lumpur
06.2015 - 10.2016
- Turned ₹256 cr Huggies into Malaysia's #1 diaper brand.
- Huggies Pants moved from #3 to #1 in 8 months growing at 65% with market share in pants category growing from 20.5% (July 15) to 30.3% (July 16).
- Developed award-winning 'Sound of Comfort' campaign, earning Huggies' first-ever Bronze Effie (2016).
- Successfully repositioned Huggies Dry Pants, winning Kimberly-Clark's 'Moment of Greatness' Award (2016).
Product Manager, South Asia
Kraft Heinz India
Mumbai
02.2012 - 06.2015
- Worked on Complan brand strategy & innovation in 3.5 years launching several products.
- Managed ₹650 Cr Complan brand, achieving 12% market growth in Health Food segment.
- Led innovation pipeline, launching Complan Memory, Nutriful, and Nutribowl Breakfast Cereal.
- Launched NPD Complan Memory which reached 100 Cr. in 2nd year.
- Awarded 'Sky is the Limit' Heinz Award (2014) for successfully restaging Complan.
Senior Brand Manager, South Asia
Glaxosmithkline consumer India
Gurugram
02.2010 - 02.2012
- Lead GSK's foray into snacking under the Horlicks brand umbrella.
- Led the successful launch of ₹83 crore NPD Foodles from Horlicks instant noodles, as part of healthy snacking innovations at GSK.
- Managed P&L and the entire media and communication strategy for Foodles by Horlicks.
- Created and implemented the 'Scientist Bhaskar' communication campaign, resulting in a 5% market share in 6 months of launch.
- Recognized with the Platinum award at the Business Innovation Awards in 2011 for outstanding project performance at GSK.
Assistant Manager (Management Trainee)
ITC India
Kolkata
06.2006 - 02.2010
- Joined ITC as a management trainee, launched Vivel, ITC's first personal care brand.
- Part of marketing team that launched ₹96 Cr. personal care brand Vivel.
- Oversaw ₹80 crores in sales for ITC Food products in Karnataka state.
- Managed launch, branding, merchandising, and new product development for Vivel UltraPro Anti-Dandruff shampoos and Engage deodorants.
Education
PGDM - Marketing
Indian Institute of Management
Kozhikode, India01.2006
BE - Computer Engineering
University of Mumbai - VCET
Mumbai01.2003
Skills
- Marketing strategy and branding
- Public relations and communication
- Market research and analysis
- Innovation and product development
- Go-to-market strategies
- Brand strategy
- Digital marketing
- Media planning
- AI integration and technology
Hobbies and Interests
- Travelling
- Reading
- Photography
- Football
Awards
- Innovative brand of the year, 2024, NDTV Gadgets 360
- Adobe Vdonxt Asia best music video, 2019, for the Global Desi video - Minnale
- Fashion House of the year, 2017, Images awards - House of Anita Dongre
- Effie Bronze, 2016, 'Sound of Comfort' campaign for Huggies
- Kimberly-Clark 'Moment of Greatness', 2016, Huggies repositioning success
- Heinz 'Sky is the Limit' Award, 2014, Complan brand transformation
- Business Innovation Platinum Award, 2011, GSK's Foodles launch success
- Best practices award for Sales innovation, 2006, ITC's award for innovation in distribution
Personal Information
- Date of Birth: 03/23/81
- Nationality: Indian
Languages
English
First Language
Hindi
Intermediate (B1)
B1
Marathi
Intermediate (B1)
B1
Malayalam
Beginner
A1
Timeline
Head of Marketing
Nothing India
05.2023 - Current
Global Marketing Workstream lead
Unilever Netherlands
01.2021 - 05.2023
Founder and Marketing Consultant
Cryolite Konsulting
10.2018 - 12.2020
Global Chief Marketing Officer
House of Anita Dongre
06.2017 - 09.2018
Senior brand manager
Kimberly-Clark Malaysia
06.2015 - 10.2016
Product Manager, South Asia
Kraft Heinz India
02.2012 - 06.2015
Senior Brand Manager, South Asia
Glaxosmithkline consumer India
02.2010 - 02.2012
Assistant Manager (Management Trainee)
ITC India
06.2006 - 02.2010
PGDM - Marketing
Indian Institute of Management
BE - Computer Engineering
University of Mumbai - VCET
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