Marketing and product innovation leader with a decade of experience across wellness, FMCG, lifestyle, and technology sectors. Skilled in leading NPD from insight to shelf, building GTM strategies, and managing product launches across retail and digital formats. Combines deep category understanding with strengths in pricing, packaging, portfolio planning, campaign execution, and performance tracking. Brings strong consumer focus, operational discipline, and cross-functional leadership across ATL, BTL, VM, and digital.
Partnered with R&D and category teams to develop Herbalife's first India-specific product roadmap in Ayurveda and Personal Care; led concepting, formulation approvals, packaging design, pricing, and launch.
Anchored end-to-end New Product Development (NPD) and GTM rollouts for 12+ products-from consumer insight and competitive landscaping to shelf-readiness and retail activation.
Created retail playbooks and POSM frameworks in collaboration with trade marketing and distribution partners to support new SKU sell-in across 180+ cities.
Led 'Fit is the New Gold', a 360 brand campaign bridging wellness with aspiration; deployed across TV, OTT, retail VM, OOH, and digital, achieving 25% uplift in awareness and 30% web traffic growth.
Built pricing ladders and portfolio architecture that aligned with both wellness trends and regional affordability tiers, improving new product adoption by 22%.
Integrated regional flavor variants and seasonal activations for Personal Care SKUs-echoing lifestyle-driven buying behaviors akin to watches and accessories.
Directed Herbalife's athlete endorsement and sponsorship strategy, positioning the brand as a daily performance enabler rather than a niche supplement label.
Led 5 direct reports and 20+ cross-functional stakeholders across product, media, packaging, and compliance.
Drove end-to-end NPD lifecycle for Ayurveda, Personal Care, and Wellness products: led consumer need gap analysis, product concepting, R&D collaboration, packaging, GTM, pricing, and channel rollout.
Delivered 12+ successful launches in 3 years, resulting in 18% YoY non-core portfolio growth and stronger youth/repeat engagement across urban India.
Led full-funnel integrated marketing across TV, OTT, Print, Retail VM, OOH, Digital, and POSM, with a ₹40Cr+ annual budget.
Aligned GTM with regional VM and distributor playbooks, increasing sell-through by 22% in Tier 1 and 2 cities.
Built Herbalife's sports marketing charter from scratch-spearheaded athlete and IPL sponsorships, creating 40% uplift in brand recall and emotional affinity.
Co-developed packaging and pricing strategies for new SKUs, closely aligning with retail & e-comm teams.
Led 5-member brand team and 20+ cross-functional stakeholders across product, R&D, media, and trade.
Manager - Marketing & Communications | FMCG, FMCD, IT Clients
KESTONE IMS (A CAREER LAUNCHER COMPANY)
Delhi NCR
10.2016 - 12.2020
Managed integrated brand marketing campaigns for FMCG and FMCD brands including Nestlé, Philips, Panasonic, ITC, and Luminous, alongside Dell Technologies.
Led multi-format campaigns involving product launches, in-store activations, trade rollouts, and regional promotions, working closely with channel and category teams.
Conceptualized and executed the 'Luminous Power On Festival' campaign across Tier 2 towns - combining retail VM kits, roadshows, and radio tie-ups that drove 18% uplift in dealer sign-ups.
For Philips, built a category storytelling toolkit to support grooming product launches - integrated ATL creatives, influencer strategy, and visual merch support.
Collaborated with Nestlé trade teams to deploy hyperlocal activations around schools and kirana stores - increasing product trials by 28% in priority districts.
Created retail-first digital amplification plans that mirrored offline activations, ensuring consistency across touchpoints.
Managed a team of 4 and a combined marketing budget of ₹10Cr across accounts.
Orchestrated 360 integrated campaigns for tech clients like Dell, Microsoft, and HPE-spanning creative strategy, media planning, webinars, field events, and lead gen.
Launched 'Data Speaks' IP for Dell's enterprise vertical - 1200+ CXO signups, 38% rise in MQLs, and 3x engagement on LinkedIn.
Managed a team of 4, vendor ecosystem, and a marketing budget of ₹10Cr.
Strategy Intern - New Product & Digital Innovations
ZEE MEDIA
Noida
04.2015 - 06.2015
Co-created GTM blueprint for digital-first news formats in Tier 2 & 3 markets.
Built business cases and content format pitches for internal stakeholder buy-in.
Education
MBA - Brand Management & Digital Marketing
MICA
Ahmedabad
04.2016
B.Tech - Information Technology
J.C. Bose University
Faridabad
01.2014
Higher Secondary -
Delhi Public School
Faridabad
01.2010
Skills
Product Innovation & NPD Strategy
Portfolio & Category Management
GTM & Launch Playbooks
ATL, BTL & Retail Campaigns
Pricing & Inventory Alignment
Brand Positioning & Repositioning
Sports & Endorsement Marketing
Performance & Digital Marketing
Cross-functional Team Leadership
P&L & Media Budget Ownership
New product development
Brand positioning
Market analysis
Integrated marketing
Campaign management
Trend forecasting
Hobbies and Interests
State-Level Footballer
Enthusiast of product design, cinema, and brand storytelling
Office Adminstrator/Associate Service Officer at Herbalife Nutrition India Pvt LtdOffice Adminstrator/Associate Service Officer at Herbalife Nutrition India Pvt Ltd