Rashi Bahel Mehra
CEO & Founder
Summary
A Results-Driven Marketing and Innovation Leader
I'm a seasoned marketing and brand strategist with a proven track record of driving growth and innovation. As the founder of Alanna, India's leading lip care brand, I've pioneered innovative products and built a strong brand identity.
My expertise spans strategic marketing, digital marketing, and team leadership. I've led global campaigns, forged strategic partnerships, and optimized budgets to deliver exceptional ROI.
Beyond entrepreneurship, I've held key roles in multinational corporations, successfully launching products, increasing market share, and enhancing customer relationships.
Overview
18
18
years of professional experience
3
3
Certifications
Work History
Founder
ALANNA
08.2015 - Current
- Founded and Led Alanna: Pioneered India's first specialized lip care brand, driving significant growth from inception to a 2.83 Cr annual turnover.
- Secured Seed Funding: Successfully raised 1.1 Cr in seed funding at a pre-money valuation of 10 Cr.
- Product Innovation: Formulated the world's first Lip Wash and other innovative lip care products.
- Strategic Marketing and Sales: Developed and executed effective marketing strategies, including digital marketing, social media, and PR, to boost brand awareness and sales.
- Team Leadership: Built and mentored high-performing teams, fostering a culture of innovation and excellence.
- Financial Management: Managed budgets effectively, negotiated favorable deals with suppliers, and secured angel funding to fuel business growth.
- Industry Recognition: Recognized as a Top 15 Startup by IIMB NSRCEL and Top 10 Women Entrepreneur in India's Organic Skincare Market by YourStory.
- Business Development: Developed strong partnerships with other businesses and key industry players to expand market presence.
- Operational Excellence: Implemented efficient operational processes to optimize productivity and resource allocation.
Head of Organized Trade Marketing West
Samsung Electronics
09.2014 - 05.2015
- Drive Retail Sales: Develop and implement effective retail marketing strategies to boost sales of Samsung smartphones and tablets across key retail chains (Croma, Ezone, Vijay Sales, Planet M).
- Brand Visibility: Ensure strong brand visibility for Samsung products within these retail chains, especially during new product launches and festive seasons.
- Strategic Partnerships: Collaborate with internal teams and retail chain partners to develop and execute joint marketing initiatives.
- Consumer Activation: Develop and implement consumer activation programs to drive footfall and sales at retail outlets.
- Retail Execution: Monitor and ensure effective retail execution, including merchandising, promotions, and in-store branding.
- Performance Tracking: Track key performance indicators (KPIs) such as sales, market share, and brand awareness to measure the success of marketing initiatives.
- Budget Management: Manage the marketing budget efficiently and optimize ROI.
Lead Commercial Integrated Communications Marketing - EMEA
Lenovo
05.2014 - 10.2014
- Driving Global Brand Initiatives: Led and executed strategic marketing campaigns for Enterprise, SMB, and Channel segments in EMEA, aligning with global business objectives.
- Cross-Functional Collaboration: Worked closely with diverse teams across the organization to ensure seamless execution of brand initiatives and product launches.
- Channel Strategy: Developed and executed a comprehensive channel strategy for the Education sector, fostering strong partnerships and boosting market penetration.
- Team Leadership: Managed a team of 5, providing guidance, mentorship, and fostering a high-performance culture.
- Results-Oriented: Consistently delivered measurable results, including increased brand awareness, lead generation, and revenue growth.
- Proven track record in driving global brand strategy, digital marketing, and sales enablement. Rapidly advanced to Head of Integrated Marketing Communications, Commercial & Enterprise Marketing within 1.5 years, demonstrating strong leadership and strategic acumen.
IMC Manager - Relationship Marketing EMEA
Lenovo
07.2013 - 04.2014
- Strategic Leadership: Led the development and execution of strategic marketing plans for Enterprise, SMB, and Channel segments in EMEA, in collaboration with sales leaders.
- Global Collaboration: Collaborated seamlessly with cross-functional teams across the globe to ensure brand consistency and drive global initiatives like the XPEOS Campaign and Competition Attack strategy.
- Market Expansion: Strategically partnered with European counterparts to increase market share in key territories, leveraging data-driven insights and strategic partnerships.
- Team Leadership and Mentorship: Led and mentored a high-performing team at Ogilvy, ensuring effective execution of marketing campaigns and fostering a culture of innovation and excellence.
- Digital Marketing Expertise: Leveraged digital channels, including social media, SEO, SEM, and email marketing, to drive brand awareness and customer engagement.
- Data-Driven Decision Making: Utilized data and analytics to optimize marketing strategies and measure ROI.
- Conduct Regular Market Research: Use surveys, focus groups, and social listening to gather insights.
Manager - Strategy & Marketing
Tata Communications
04.2012 - 06.2013
- Enhanced Customer Relationships: Developed and executed strategies to foster stronger relationships with C-level executives, leading to increased customer satisfaction and retention.
- Drove Demand Generation: Spearheaded the creation and execution of effective demand generation campaigns, resulting in higher lead generation.
- Optimized Marketing Spend: Managed marketing budgets efficiently, negotiating favorable contracts with agencies to maximize ROI.
- Collaborated with Cross-Functional Teams: Worked closely with sales, product, and marketing teams to align strategies and achieve business objectives.
- Launched New Products and Services: Contributed to the launch of new cloud services and industry solutions, driving revenue growth.
Product Manager SaaS (Cloud Services)
Tata Communications
04.2009 - 04.2012
- Product Innovation and Launch: Conceptualized and successfully launched a new cloud service, expanding the company's product portfolio
- Strategic Partnerships: Forged strategic alliances with leading OEMs, resulting in [quantifiable benefits
- Sales Enablement: Developed and delivered comprehensive sales training programs to equip the sales team with the knowledge and tools needed to effectively sell the new cloud service.
- Operational Excellence: Implemented efficient processes for product launch, including legal contract negotiations and channel partner onboarding.
Industry Solution Manager
Tata Communications
04.2008 - 03.2009
- Revenue Growth: Developed and implemented innovative solutions to increase customer retention and revenue.
Management Trainee
Tata Communications
04.2007 - 03.2008
- Developed expertise in product management, data center operations, and network accessibility.
- Gained hands-on experience in managing product lifecycles, data center infrastructure, and network security.
Education
MBA - Marketing
Alliance Business School
Bengaluru, India 01.2005 - 01.2007
B.Com -
Barkatullah University
Bhopal, India 04.2002 - 01.2005
Skills
Certified Product Formulator for Organic Skincare
Business Development
Brand Building
Product Development
Marketing Strategy
Digital Marketing
Social Media Marketing
Team Leadership
Financial Management
Cross-Functional Collaboration
Data-Driven Decision Making
Relationship Building
Certification
Certified Formulator for Organic Skincare, Beauty, 2020-23
Timeline
Founder
ALANNA
08.2015 - Current
Head of Organized Trade Marketing West
Samsung Electronics
09.2014 - 05.2015
Lead Commercial Integrated Communications Marketing - EMEA
Lenovo
05.2014 - 10.2014
IMC Manager - Relationship Marketing EMEA
Lenovo
07.2013 - 04.2014
Manager - Strategy & Marketing
Tata Communications
04.2012 - 06.2013
Product Manager SaaS (Cloud Services)
Tata Communications
04.2009 - 04.2012
Industry Solution Manager
Tata Communications
04.2008 - 03.2009
Management Trainee
Tata Communications
04.2007 - 03.2008
MBA - Marketing
Alliance Business School
01.2005 - 01.2007
B.Com -
Barkatullah University
04.2002 - 01.2005