Oct 2023 – Present · 2 yrs 5 mos · Singpore

May 2020 – Present · 5 yrs 10 mos · Singpore

Jun 2023 – Present · 2 yrs 9 mos

Apr 2018 – May 2020 · 2 yrs 1 mo · Singapore

May 2015 – Apr 2018 · 2 yrs 11 mos

• Responsible for driving accelerated growth for Johnnie Walker’s luxury variants through a digital first strategy grounded in deep consumer/shopper insights that inform integrated campaigns, digital & broadcast content , media planning, partnerships & channel activation. The success of this role depends on the ability to work with cross-functional stakeholders across multiple geographies, inspire great work from agency partners and strong P&L orientation.
• KEY ACCOMPLISHMENTS
• Led the Global acceleration agenda for Johnnie Walker Blue Label through a reframed growth strategy comprising pricing, marketing, commercial and innovation drivers. Aligned Diageo’s Executive leadership to the first ever credentials campaign, galvanizing support of GM s in U.S., Mexico, China, Western Europe and Global Travel.
• Catapulted Johnnie Walker SOV to #1 in the category and #2 in luxury (to Burberry) in Western Europe through a digital campaign launch engaging 42 markets, 150 media titles and 21 influencers and a three year, e-commerce & content partnership with Net-a-Porter.
• Led the media first insight generation for a breakthrough in gifting by addressing the barrier of category complexity through occasion led content and partnerships. Grew our share in Western Europe, U.S. and Global Travel by 1.5%.
• Conceptualized and commercialized a digital content series on the 'Art of Blending', giving cultural cachet to whisky blending by transcending the category. Drove 20 million views through distribution partnerships with BBC, Qatar Airways, Sky NZ and RAI at no cost.

May 2012 – May 2015 · 3 yrs

• Member of the India Marketing Leadership Team responsible for defining and implementing the premiumization strategy for Diageo, recruiting and nurturing talent and turning around the performance of a highly fragmented Johnnie Walker brand franchise.
• KEY ACCOMPLISHMENTS
• Led a team of marketing and customer marketing professionals to reverse share loss trend for Johnnie Walker, growing the TM +34% (volume CAGR 2012-2015) making it the strongest performing portfolio in India.
• Embedded luxury knowledge and capabilities across commercial, brand and customer marketing organization and coached a team of high performing senior managers, transforming luxury standards of execution.
• Won a Gold at The Appies Singapore in 2015 for Johnnie Walker’s largest integrated campaign in India and delivered +1.4% share gain for the TM in Scotch.
• Pioneered India’s first digital mentorship platform for Johnnie Walker Red Label shifting imagery scores +5% and market share +4% and doubling engagement rate on social.
• Reframed the digital footprint for Johnnie Walker making it one of the 5 most engaging brands on Facebook in India.
• Propelled Ciroc to become the No.2 Ultra-Premium vodka in India within 18 months of launch through a robust route to market and social diffusion strategy creating influencer led engagement programs in a highly regulated market.

Jul 2009 – May 2012 · 2 yrs 10 mos

• Responsible for creation and implementation of the brand strategy and growth drivers for the SDX & Malts Portfolio in India across Duty-free and Domestic channels.
• KEY ACCOMPLISHMENTS
• Launched the super-premium spirits portfolio and implemented a ‘high reach’ social diffusion and media strategy, widening the brand footprint and delivering experiential best practices for Asia Pacific. This was a departure for the category and firmly positioned Diageo as a thought leader in the industry. Nominated for 2013 APAC Hero awards for creating discontinuous growth through strong brand, city and channel strategy.
• Identified a hitherto under tapped and extremely competitive route to consumer opportunity in weddings and turned a very low margin business into a lucrative channel by partnering designers, wedding planners and invitation companies. Delivered GBP 950K in year one with health profit margins.
• Delivered incremental £ 3 million net sales value building Diageo India’s first ever route to market for the luxury portfolio in 120 trend leading on and off premise accounts. Nominated for APAC Heroes Award for ‘Best customer relationships’

May 2007 – Jul 2009 · 2 yrs 2 mos

• KEY ACCOMPLISHMENTS
• Delivered 60% growth on Johnnie Walker SDX Scotches and tripled the malts business over 2 years across Indian Domestic and Travel Retail.
• Won the India Keep Walking Award in the ‘Brilliant ideas to great Execution’ category for a disruptive designer led gifting partnership for JW Blue Label driving +3% growth in market share.

Mar 2001 – May 2007 · 6 yrs 2 mos · Mumbai Metropolitan Region

• KEY ACCOMPLISHMENTS
• Launched 55 international and domestic artist albums in India, managing front line sales across 20K stores through visibility initiatives, promotion and customer incentive plans.
• Partnered with leading CPG and alcoholic beverage brands, co creating innovative communication solutions to drive engagement.
• Engineered a B2B partnerships model offering licensing rights, mobile bundling deals, and digital downloads, entertainment properties and music experiences to leading mobile & CPG companies delivering incremental GBP 4.5 million in 18 months from launch.