Aug 2018 – Apr 2023 · 4 yrs 8 mos · India

• Responsible for driving revenue and monetization across multiple industry verticals in
• Twitter India and leading cross functional collaboration with Public Policy, Marketing,
• PR, Content, Strategy, Product, Finance, HR & Legal to lead to effective and desired outcomes.
• During her tenure at Twitter, Kanika enabled results across the following 4Ps :-
• Purpose:- helped to establish Purpose and Culture Relevance positioning for Twitter based on the influential and leaned in nature of the audience on the platform.
• People:- Fostered a High Performance, High Trust Culture. Worked on a verticalized structuring, building and scaling teams, co-creating developmental plans and vision workshops to set the team up for success and growth.
• Profit:- Diversified and Grew the business with focus on scale and sustainability. CPG and Tech B2B category showed double digit% growth with some key brands growing 4X YoY | Tech portfolio was diversified and industry leading work created |
• Presence:- Put Twitter on the map with both internal and external stakeholders :: Through Education, Focus on Creative Ideas, Industry Events and CMO engagements, positioned Twitter as a platform of choice. As an ex CMO, was able to connect with CMOs across brands and categories and land a clear role for Twitter with them as the Launch Vehicle of the country and the only platform to connect with passion points, moments and what is topical.

Jul 2017 – Jan 2022 · 4 yrs 6 mos · India

• Strategic Investor and Advisor with Dockabl - A one of its kind employee experience platform, driving business performance & organization culture. Derived immense learning on how to build principals and implement an employee experience that sits at the intersection of culture, social capital and performance.
• GTM Consultant with The North East Project - A unique lifestyle brand built with a contemporary outlook and a "Fashion for a cause" philosophy.
• Mentor with The Wadhwani Foundation - Mentored 3 start-ups in the FMCG space as part of the Wadhwani Accelerator Program in the FMCG, Health and Fitness domain to help them break through with their Identity and Positioning in an agile, cost effective and creative manner.
• Partnered with Meltwater / Digital Vidya etc for educational webinars and creating custom digital learning experiences for their communities.
• Guest Speaker at a custom workshop for Fonterra, Srilanka - a global dairy nutrition company conducted by Deloitte Digital.

Dec 2012 – Mar 2018 · 5 yrs 3 mos · Gurgaon, India · On-site

• Responsible for repositioning Reebok into a premium fitness brand from a mass
• sportswear brand with also while implementing an industry leading
• Omni Channel, Digital First Approach.
• Key accomplishments ::
• Brand Salience –1) Consistently Topped the sports and footwear category in Brand
• Equity's most Exciting Brands despite lowest MWB spend in the category 2)
• Achieved the Highest Quality of Consideration Score(QCS) 3 years in a row, ahead
• of markets like US, Europe
• Commercial Strength - 1) Partnered with Retail team to reshape footprint and consumer experience at Point of Sale leading to increase in productivity for key stores 2) Partnered with eCommerce to increase share of business from online sales. 3) Worked with the MBO channel to build the brand in the SIS
• space leading to a 2000+ strong footprint.
• Reebok's Digital transformation - Reinvented consumer experience by moving to a
• highly innovative always-on digital approach. #BestFitnessFriend,
• #VirtualFitnessAvatar, #World1stOnlineFlashMob #ZokuMusicVideo created record benchmarks.
• Balance between Local & Global : Negotiated and Landed several local
• campaigns while balancing the global heritage of the brand to stay aspirational
• yet culturally relevant Examples: MSD4India with MS Dhoni, Fit to Fight with Kangana
• Ranaut delivered a billion+ impressions in a single year.
• Initiating a Disruptive Women's First Approach in Sportswear Industry: Instituted the
• #FitToFight Program to celebrate unsung women heroes and give a new dimension to fitness.
• This initiative was acknowledged by the Google India, Nobel Peace Prize Winner Mr
• Kailash Satyarthi and Ministry of Women's and Child Development. #FitToFight
• featuring Paralympian Deepa Malik, Domestic Violence Survivor Geeta
• Tandon went viral.
• Building association with Pop Culture: Experienced in managing Properties, Movie &
• Merchandise Tie-Ups, High profile Partnerships in Sports, M&E, Influencer and Content domains.

Apr 2011 – Nov 2012 · 1 yr 7 mos

• Deep product and GTM focus leading to establishment of key franchisees for better sell-out. Key Milestones include:-
• Drove high full price sell out for flagship products through innovation led 360 degree Marketing
• Commercialized Running while leveraging Combat / CrossFit categories as differentiators and authenticators through effective internal and external programs
• Ensured production extensions like Personal Care, Denims, Luggage, Watches, Sunglasses stayed rooted in sports DNA
• Managed properties like Reebok MTV Ultimate Fitness Fan, Zoom Fit-in-Fifteen to build sustained visibility and engagement for key products and fitness positioning
• Managed Movie Tie Ups and Merchandize Tie-Ups like Manish Arora Fish Fry / Indian Idol / Goal etc
• Drove association with pop culture by intelligent integrations on tough to get programs / movies like Charlie’s Angels / FRIENDS.

Apr 2009 – Mar 2011 · 1 yr 11 mos

Mar 2007 – Mar 2009 · 2 yrs

Jun 2005 – Feb 2007 · 1 yr 8 mos · Mumbai Area, India

• Was awarded the “Star Employee” Award for successfully launching the Tata Indicom Rural Phone.
• Began my career in Tata Indicom with a Sales Stint in Chandigarh and later moved to Mumbai to handle a Marketing Communications role in a national capacity.
• Additionally managed marketing operations for West India -Rajasthan, Madhya Pradesh and Gujarat), thus gaining an keen insight into hard core operations management.