Vanshika Kapuria
New Delhi
Summary
Beauty & Personal Care Brand Management professional with years of experience in brand building, end-to-end product launches, new product development (NPD), portfolio strategy and integrated marketing across cosmetics, skincare and wellness. Experienced in developing brand positioning, product propositions, go-to-market strategies and 360° marketing campaigns, with a strong understanding of consumer behaviour, beauty trends and evolving market dynamics. Combines strategic thinking, creative vision and commercial acumen to build differentiated brands and drive product innovation.
Overview
2
2
Languages
8
8
years of professional experience
Work History
Brand Manager
Wonder Group Of Companies
04.2026 - Current
- End-to-End Brand Conceptualization & Strategy: Leading the development of a new cosmetics brand from inception, defining its brand vision, positioning, target consumer, value proposition, competitive differentiation and long-term growth strategy to establish a distinctive market proposition.
- Brand Identity & Visual Language Development: Driving the creation of the brand’s core identity, including brand naming, brand story, tagline, typography, brand fonts, colour palettes, visual direction and communication tonality to establish a cohesive and differentiated brand universe.
- Brand Storytelling & Communication Strategy: Developing the overarching brand narrative, consumer proposition, messaging pillars and storytelling framework, translating the brand vision into a consistent communication direction across packaging, digital platforms, marketing assets and future consumer touchpoints.
- Product Portfolio Architecture & Range Planning: Defining the proposed product portfolio across relevant cosmetics categories, mapping category opportunities, target consumer needs, hero-product concepts, SKU architecture, shade and variant structures, assortment strategy and future range-extension opportunities.
- New Product Development (NPD) & Product Concept Creation: Spearheading the pre-launch NPD pipeline from product ideation and concept briefs through sampling, evaluation and product finalisation, collaborating with R&D teams to develop products aligned with brand positioning, consumer expectations and target price points.
- Packaging Strategy & Design Development: Leading packaging and design development, including pack-format selection, component exploration, visual hierarchy, artwork direction, typography, colour application and product information architecture, while aligning design intent with functionality, cost targets and applicable regulatory requirements.
- Integrated Go-to-Market Planning & Launch Readiness: Developing the end-to-end go-to-market roadmap for the upcoming brand launch, aligning product development milestones, packaging finalisation, launch assortment, pricing strategy, channel planning, marketing communication, creative asset requirements and cross-functional timelines to ensure launch preparedness.
Brand Strategy Manager
ODN Digital Services
10.2025 - 02.2026
- Led Brand Strategy And Positioning : Initiatives across FMCG and digital-first beauty and wellness brands, spanning makeup, skincare, haircare and personal care categories.
- Emami Group | Boroplus, Kesh King & 7 Oils: Contributed to brand management initiatives for established FMCG brands, balancing legacy brand equity with evolving consumer preferences and contemporary communication strategies.
- Boroplus – Digital Brand Communication: Managed website banner strategy and execution, aligning visual communication, campaign messaging and creative assets with brand objectives and marketing priorities.
- Kesh King – Brand Storytelling: Developed and supported wellness-led communication, translating product benefits into credible consumer narratives rooted in trust, efficacy and cultural relevance.
- Campaign Planning & Content Strategy: Supported seasonal and always-on marketing initiatives through campaign planning, content theme development and launch narrative creation, ensuring consistency with brand positioning and communication objectives.
- Digital Portfolio & Catalogue Management: Managed product listings and catalogue presentation across the Kult Beauty platform, maintaining consistency in product information, brand representation and consumer-facing content.
- Product Content Governance & Quality Control: Oversaw end-to-end SKU-level quality checks across product names, descriptions, imagery, claims and categorisation, ensuring accuracy, content consistency and alignment with brand guidelines.
Brand Manager
Blue Heaven Cosmetics
10.2024 - 10.2025
- BOM, Margin & Sales Configuration: Developed and managed Bills of Materials (BOM), product margins and sales configurations across General Trade (GT) and Online channels to ensure profitability and operational efficiency.
- Product Lifecycle Management: Managed the end-to-end product lifecycle, from new product introductions to discontinuation, leveraging data-driven insights to optimize product mix and assortment.
- Product Portfolio Optimization: Strategically managed and diversified the product portfolio by optimizing existing SKUs, identifying assortment gaps and introducing new product lines to drive growth and profitability.
- Pricing & Profitability Strategy: Formulated and implemented competitive pricing strategies based on market dynamics, consumer insights and competitor benchmarking to enhance product margins and overall profitability.
- Cross-Functional Collaboration: Collaborated with sales, supply chain and other internal stakeholders to streamline operations, ensure product availability and align business objectives.
- Product Performance Analysis: Monitored and evaluated product performance, sales trends and profitability metrics to identify improvement opportunities and drive strategic decision-making.
- Market Research & Consumer Insights: Conducted market research and analyzed evolving consumer preferences, industry trends and market opportunities to support product development and strategic planning.
- Assortment & SKU Rationalization: Optimized product assortment through SKU-level performance analysis, identifying high-performing products and rationalizing underperforming SKUs to maximize profitability.
- Competitive Benchmarking: Analyzed competitor portfolios, pricing structures, promotional activities and market positioning to develop strategies that strengthen competitive advantage.
- Trend Identification & Strategic Planning: Proactively identified emerging market trends and growth opportunities to support product innovation, portfolio expansion and long-term business growth.
Asst Brand Manager
Swiss Beauty Cosmetics
11.2021 - 10.2024
- Market Research & Consumer Insights: Conducted market research, competitor benchmarking and consumer behaviour analysis to identify emerging industry trends, evolving customer preferences and untapped market opportunities, translating insights into actionable brand and product strategies.
- Strategic Brand Planning & Positioning: Spearheaded the development and execution of strategic brand initiatives across multiple product portfolios, focusing on strengthening brand positioning, enhancing consumer perception, driving brand awareness and supporting long-term business growth.
- Go-To-Market (GTM) Strategy: Conceptualized and developed comprehensive GTM strategies at both brand and individual product levels, encompassing market assessment, target audience identification, competitive positioning, product differentiation, launch planning, marketing communication and channel-specific activation strategies.
- Brand Identity & Guidelines Development: Led the end-to-end development of a brand book, establishing the brand's essence, vision, ideal customer profiles, core brand promises, positioning, fundamental brand pillars, tone of voice and communication guidelines. Defined visual identity elements, including typography, colour palettes, imagery and creative direction, to ensure consistent brand representation across consumer touchpoints.
- Celebrity Brand Ambassador Launch – Taapsee Pannu: Spearheaded the strategic planning and creative conceptualization of the brand ambassador launch campaign featuring Taapsee Pannu. Developed detailed creative mood boards covering wardrobe styling, hairstyles, makeup aesthetics, visual references, shot compositions and overall campaign storytelling, ensuring alignment with the brand's identity, positioning and communication objectives.
- 360° Campaign Integration & Brand Visibility: Led the strategic rollout and adaptation of Taapsee Pannu's campaign visuals across multiple online and offline touchpoints, including brand websites, social media platforms, digital advertising, Out-of-Home (OOH) media, retail branding, in-store communication, and promotional collateral, ensuring a cohesive and impactful brand presence.
- Integrated Marketing Campaign Management: Planned, coordinated and monitored integrated brand and product marketing campaigns, ensuring consistency in communication, alignment with brand objectives, effective creative execution and continuous evaluation of campaign performance to improve engagement and marketing effectiveness.
- Creative Direction & Campaign Execution: Oversaw the development and execution of campaign assets, including marketing copy, key visuals, product imagery, digital videos, website banners, email campaigns and other promotional materials, ensuring adherence to brand guidelines and creative quality standards.
- End-to-End Product Development: Managed the complete product development lifecycle, from initial ideation, category research and consumer insights to product positioning, development coordination,and market launch, ensuring alignment with evolving consumer needs and overall brand strategy.
- Product Naming & Brand Architecture: Spearheaded the development of product names, shade names, and naming directions across three distinct beauty brands—Swiss Beauty, Swiss Beauty Craze and Swiss Beauty Select ensuring consistency with individual brand personalities, product positioning, target demographics and consumer appeal.
- New Brand & Fragrance Development: Played an integral role in the research of Swiss beauty fragrances EDPs, conducting extensive market and category analysis with a particular focus on fragrance innovation, scent profiling, preferences and fragrance direction to support the development of a differentiated product offering.
- Product Portfolio Planning & Roadmap Development: Developed strategic product roadmaps outlining innovation opportunities, product development priorities, launch timelines and portfolio expansion plans, ensuring alignment between consumer demand, brand positioning and long-term business objectives.
- Influencer Marketing & Collaborations: Oversaw influencer-led marketing initiatives, aligning creator collaborations, content direction, product integration, and campaign messaging with the brand's overall marketing objectives to enhance product visibility and build authentic consumer connections.
- Digital Campaign Planning & Performance Evaluation: Monitored and evaluated marketing and advertising campaigns across digital channels, analysing engagement patterns, campaign effectiveness and consumer responses to identify opportunities for optimisation and ensure consistency in brand communication.
- Public Relations & Media Outreach: Collaborated with external PR agencies to drive strategic media coverage, amplify brand and product launches, strengthen brand credibility and communicate the brand's mission, positioning and core values through relevant media opportunities.
- Email Marketing & Customer Engagement: Creatives led email marketing initiatives, overseeing campaign messaging, creative direction, content planning and performance evaluation to strengthen customer engagement and improve email open rates and click-through rates.
- Creative Project Management: Managed multiple creative and marketing projects simultaneously, overseeing the entire workflow from briefing and conceptualisation to asset development, feedback, final approvals and execution, while ensuring quality, accuracy, brand consistency and timely delivery.
- Marketing Budget Planning & Resource Allocation: Developed and managed marketing budgets across brand-building initiatives, campaigns and promotional activities, strategically allocating resources to maximise brand reach, optimize spending efficiency and support marketing objectives.
- Cross-Functional & Agency Collaboration: Worked closely with internal marketing, product development, creative and other cross-functional teams, alongside external agencies and production partners to streamline project execution, maintain brand alignment and deliver integrated marketing initiatives across channels.
Assistant Brand Manager
Hilary Rhoda Cosmetics
11.2021 - 10.2024
- Spearheaded an end-to-end 360°: Brand transformation, brand strategy, positioning, identity, product development, packaging, marketing, and omnichannel presence.
- New Product Development Refined: Successfully launched 50+ products across makeup category, managing the entire product development lifecycle from ideation to commercialization. Led new product development (NPD), including market research, concept development, ingredient selection, formulation, sampling, testing, and final product approvals.
- Directed product portfolio strategy: Including category expansion, SKU rationalization, product innovation, pricing and competitive benchmarking.
- Oversaw complete packaging transformation: Including primary and secondary packaging, structural design, material selection, artwork, labeling and vendor coordination.
- Revamped the brand's visual identity: Including logo, color palettes, typography, design language, brand guidelines, and overall creative direction. Developed brand positioning, storytelling, communication architecture, USPs and product messaging to strengthen consumer perception and market differentiation.
- Strategized social media marketing: Including content strategy, creative campaigns, influencer collaborations, community engagement, and brand-building initiatives.
- Directed offline branding and retail marketing: Including visual merchandising, point-of-sale materials, in-store branding, promotional collaterals and consumer touchpoints.
Brand Manager
Diya Online
09.2019 - 10.2021
- Global Marketing Strategy & Execution: Spearheaded integrated marketing strategies and multi-channel campaigns across 37 countries, including the UK, US and European markets, to drive brand awareness and business growth.
- Email Marketing & Customer Segmentation: Led customer segmentation initiatives and developed personalised email marketing campaigns and newsletters to enhance customer engagement and retention across global markets.
- Website Management & Digital Merchandising: Oversaw desktop and mobile website operations across three countries, optimizing user experience, website navigation, content, digital merchandising and brand consistency.
- Brand Strategy & Search Visibility: Formulated strategic marketing initiatives to strengthen brand positioning, enhance online visibility and improve organic search rankings.
- Social Media Strategy & Management: Managed social media platforms, developing content and engagement strategies to increase brand visibility, audience interaction and digital presence.
- Campaign Analysis & Performance Reporting: Conducted weekly performance reviews and campaign effectiveness assessments, identifying key trends, growth opportunities and optimisation strategies to maximize marketing ROI. Leveraged web analytics tools to track website traffic, customer behavior and campaign performance, translating insights into actionable strategies.
Product Development Intern
Colorbar Cosmetics USA
02.2019 - 04.2019
- New Product Launch Management: Managed and coordinated new product launches, overseeing product development, packaging, and launch readiness.
- Inventory & Data Management: Maintained and analysed Excel-based inventory trackers, product databases, and labeling specifications to ensure accuracy and efficiency.
- Market Research & Competitor Analysis: Conducted competitor research to evaluate search rankings, emerging product trends, new launches, and innovative market opportunities.
- Product Development & Labeling: Oversaw product naming, ingredient list compilation, packaging details, and labeling accuracy to ensure brand consistency.
- Competitive Benchmarking & Design Analysis: Evaluated competitor products, packaging designs, and brand positioning to identify opportunities for product differentiation and improvement.
- Product Innovation & Strategy: Researched emerging industry trends and innovative product concepts to support new product development and portfolio expansion.
Client Servicing Executive
Blue Rose Publishers
05.2018 - 07.2018
- Providing clear guidance for author onboarding processes.
- Serving as the primary point of contact for authors.
- Managing company PR events for book launches featuring our authors.
- Keeping detailed monthly Excel records of authors joining our team.
- Developed and implemented strategies to enhance quality of services.
- Assisted in conducting needs assessments to identify key areas of service needs.
Education
Post Graduation - Mass Communication
YWCA, India
New Delhi, India01.2018
Bachelor of Arts -
Kalindi College, University Of Delhi
New Delhi, India01.2017
Skills
- Brand positioning
- New Product Development
- Brand strategy
- Social media strategy
- New product development
- Brand Collaboration
- Marketing expertise
- Social Campaigns
- Creative Direction
- Product Management
- Competitor Analysis
- Marketing Communications
- Product Mapping
- Competitive analysis
- Community building
- Creative direction
Languages
English
Hindi
Timeline
Brand Manager
Wonder Group Of Companies
04.2026 - Current
Brand Strategy Manager
ODN Digital Services
10.2025 - 02.2026
Brand Manager
Blue Heaven Cosmetics
10.2024 - 10.2025
Assistant Brand Manager
Hilary Rhoda Cosmetics
11.2021 - 10.2024
Asst Brand Manager
Swiss Beauty Cosmetics
11.2021 - 10.2024
Brand Manager
Diya Online
09.2019 - 10.2021
Product Development Intern
Colorbar Cosmetics USA
02.2019 - 04.2019
Client Servicing Executive
Blue Rose Publishers
05.2018 - 07.2018
Post Graduation - Mass Communication
YWCA, India
Bachelor of Arts -
Kalindi College, University Of Delhi
Social Impact
- Intern, Umeed NGO, Teaching and contributing knowledge to underprivileged children.
- Marketing Intern, Reaching Sky Foundation, Socially promoted company on every social media networking sites and also getting google docs filled by no. of people