Omschrijving

Senior marketing leader with 20+ years driving growth for global FMCG and lifestyle brands across Asia, Europe, and the Americas. Proven expertise in building brand equity, accelerating market share, and delivering strong incremental revenue through culturally resonant marketing. Adept at leading cross-functional, multi-market teams, forging high-value partnerships, and shaping global brand strategies that win industry recognition (Errata at 88 – Cannes Grand Prix 2024).

Talen

Engels
Tweetalig / moedertaal

Voorkeuren voor werkplek

Uitsluitend remote

Werkt voornamelijk remote

Diageo
Global Head of Culture Marketing and Partnerships
WIJNEN & STERKE DRANKEN
januari 2021 - oktober 2025 (4 jaren en 9 maanden)
Amsterdam, Nederland
Architect and steward of Johnnie Walker’s marketing vision across 15+ priority markets, integrating cultural collaborations with passion spaces of music, fashion, and art into brand strategy to drive long-term equity and consumer advocacy.

Developed the conception and rollout of global marketing platforms, ensuring award winning 360 campaigns with content that drove creative excellence, influencer and talent partnerships that led to cultural resonance and consistent brand positioning across regions.

Lead innovation-led growth through high-profile global collaborations and limited-edition Blue Label releases, delivering substantial incremental NSV and reinforcing brand prestige.

Oversee the Global Press Office and Bartender Advocacy programs as core levers for trade influence, earned media value, and industry leadership.
Influencer Relations Public relations Brand content Social Media Content Communication strategy
Diageo
India Head of Content, Influencer Marketing and Brand Advocacy
juli 2015 - januari 2021 (5 jaren en 6 maanden)
Bengaluru, India
Defined and executed the cultural marketing and influencer strategy for Diageo’s India portfolio, spanning global brands (Johnnie Walker, Smirnoff, Tanqueray) and iconic local brands (McDowell’s No1, Royal Challenge, Signature).

Established the Content, Culture & Influencer Marketing function from inception, scaling it into a core business growth driver and embedding it as a central pillar of Diageo India’s brand-building model.

Built a best-in-class influencer ecosystem of 200+ celebrities, creators, and cultural voices, achieving an 80% earned / 20% paid media ratio, significantly reducing spend while expanding share of voice in a highly regulated market.

Forged strategic partnerships with entertainment, talent, and media platforms, unlocking cross-vertical brand integrations and accelerating consumer engagement.

Partnered with executive leadership to align cultural programs with commercial priorities, directly contributing to portfolio growth and category leadership.

Influencer Relations Instagram Marketing Public relations Strategic Partnerships Communication 360°
Reliance
India Head - Influencer Marketing and PR at Reliance Brands Ltd.
september 2012 - juli 2015 (2 jaren en 10 maanden)
Mumbai, India
•Directed PR and influencer strategy for a premium portfolio of global fashion and lifestyle brands, including Diesel, Steve Madden, Kenneth Cole, Superdry, and Brooks Brothers, shaping market positioning in India’s emerging luxury segment.

Designed and scaled a national fashion influencer engagement model—integrating celebrity, stylist, and digital creator networks—to build aspirational value and local relevance for global brands.

Pioneered a commission-based stylist partnership program that secured consistent high-visibility placements across film, television, and red-carpet events, strengthening brand desirability and cultural presence.
Influencer Relations Branding Brand content Communication strategy Public relations