Rajbir Singh Sethi

Spearheaded end-to-end branding and marketing strategy for a new 0-to-1 hair care brand, encompassing pricing, packaging, Go-to-Market (GTM) strategy, and multi-agency coordination.

Developed core brand identity, including brand story, guidelines, proposition, and USPs, informed by in-depth competitive landscape analysis to establish market positioning and tone.

Orchestrated 360-degree campaigns across diverse online platforms (Hotstar, Meta, YouTube, Amazon) and on-ground channels (Metro stations, corporate parks, RWAs, cinemas), enhancing brand visibility.

Managed performance marketing campaigns on Meta, Google, and Amazon, optimizing targeting and bidding to drive digital growth and sales.

Led new product development (NPD) initiatives, from setting pricing and designing packaging with graphic designers to developing two unique brand IPs for enhanced market differentiation.

Managed comprehensive e-commerce listings across multiple platforms (Amazon, Flipkart, Nykaa, Ajio, Myntra, Blinkit, Instamart, Zepto), handling all legal, documentation, and compliance procedures.

Increased sales of Adgain Plus from -10% to +10% Month-over-Month (MoM) by implementing new communication and marketing tactics.

Boosted brand reminders to doctors from 16% to 50% of covered doctors at the same budget, establishing a new best practice for efficiency and recall.

Formulated comprehensive 3-year strategic brand plans and annual operational plans, resulting in enhanced brand positioning and market penetration for key derma brands.

Spearheaded the ideation and development of new product launches, pipelining one new product to diversify and strengthen the brand portfolio.

Designed new packaging for Adgain through an agency, significantly improving brand recognition and aesthetic appeal.

Conducted comprehensive competitor and market analyses to develop commercial, marketing, and communication strategies aligned with evolving consumer trends.

Managed a portfolio of 5 vendors and collaborated with the sales team to execute merchandising activities across 1000+ shops nationwide, facilitating the offline launch of a new color cosmetic range.

Achieved an average 12% increase in conversion rates (CR) by implementing A/B testing strategies for various product landing pages.

Managed 100 influencers on Instagram and YouTube, alongside PR activities, to significantly increase brand consideration and sales.

Utilized monthly sales data from e-commerce platforms to conduct in-depth analysis of sales performance, identifying growth opportunities and informing strategic decision-making.

Researched and analyzed the global landscape to identify new product lines and target market ideas, leading to the successful launch of make-up with skincare benefits for The Derma Co.

Identified and implemented strategic initiatives to optimize secondary placements for Bblunt and TDC products in general trade channels, resulting in increased sales growth and revenue for both brands.

Managed international relations for Eduentry, a Spain-based company, focusing on teaching abroad programs.

Coordinated with international partners and educational institutions to facilitate program logistics and participant placements.

Developed communication strategies to support international recruitment and program promotion.

Transcribed educational content for mentorstudents.org, enhancing accessibility for a wider audience.

Ensured accuracy and timely delivery of transcribed materials, contributing to platform content quality.

Consulted on local marketing strategies for Uber in Ludhiana, focusing on market penetration and user acquisition.

Analyzed local market trends and consumer behavior to provide actionable insights for targeted campaigns.

Supported the implementation of marketing initiatives to increase brand visibility and rider base within the city.

Served as Vice President, overseeing strategic initiatives and operational management for AIESEC Ludhiana.

Drove engagement in youth leadership development and international exchange programs, fostering global understanding.

Contributed to organizational growth and impact through active participation in leadership committees and events.