01 / 062020–2022
Raising the Bar
2 editions · 30+ venue partners · renewed multi-brand programme
Brand, Product & Culture Strategy · 8+ years
Aditi Ajmera — Brand, Product & Culture Strategy
Building marketing around the only question that matters: why should people care?
I’ve led brand campaigns, creative strategy, and cultural partnerships for global consumer brands — building work rooted in subcultures and habits, so the brand integrates into real life instead of interrupting it
Brand strategy and project management for brands across entertainment, technology and culture.
- 8+ years
- Brand & GTM leadership
- 60%
- of LBB's 2021–22 ad sales revenue, with a team of 6
- 15+
- Global enterprise brand partners
- Gold
- BuzzInContent Award — Fashion & Lifestyle
Capabilities
Where I lead
From defining the problem and audience to shaping the proposition, route to market and integrated story.
- 01
Brand Strategy
Positioning, propositions and narratives that give a brand a reason to be chosen.
- 02
Project Management
Running campaigns end to end — scope, timelines, budgets and cross-functional teams, delivered on brief.
- 03
Commercial Strategy
Building the solutions, pitches and sales enablement that turn capability into signed, renewed revenue.
- 04
Audience & Culture
Finding the human truth and cultural moment a campaign can credibly stand on.
- 05
Creative & Content Strategy
Translating a business problem into creative territories, formats and content teams can execute.
- 06
Partnerships & Integrated Delivery
Leading brands, platforms, creators and cross-functional teams through launch, on time and on brief.
Selected Work
Strategy made visible.
Six campaigns spanning brand participation, market entry, product launch and commercial programmes — chosen for the business results behind them.
02 / 062019
From Global To Local: How We Drove adidas into 10,000+ Group Chats
10,000+ group chats in 10 days · ~12M impressions
03 / 062020
LEGO India Digital Launch
200% page views · 250% social impressions · 400% UGC
04 / 062021
Launching LEGO DOTS in India
Sold out in 5 days · 3× theme share · Amazon bestseller
06 / 06—
#SmartDrinkingBuddy Live Quiz
8.1M impressions in 15 days · 1,731 quiz players
07 / 06—
#IndulgeWithBournville
250 bespoke boxes · 30.5M+ impressions · 4.08% CTR
Endorsements
Perspectives from leadership & collaborators.
Her single-minded focus for getting the best output on her campaigns made her the most valuable employee in the Brand Strategy department at LBB.
Abhi Singh
Brand Strategy & GTM Leader · Direct Manager, LBB
Aditi at her core is a problem-solver… She was not only the person with the brightest and smartest brand campaign ideas, but also the project lead with a tenacity to get it right.
Astha Malhotra
Content & Commerce Leader · Direct Manager, LBB
She has a natural flair for digital storytelling and content strategy, which played a pivotal role in elevating LBB's online presence… seamlessly blending creativity with effective marketing strategies.
Aakanksha Singh Devi
Co-Founder, The Story Shapers Collective · Colleague, LBB
What I most love about Aditi is her zeal to always look for knowledge in everything and execute every piece passionately.
Neha Tomer
Brand & Community · Colleague, LBB
Credentials & Leadership
Strategy before execution.
People before platforms.
I am a brand solutions specialist and project manager with 8+ years across brands, entertainment, technology and culture. I start with the business problem, the audience and the reason someone should care — before deciding what the marketing looks like.
The most effective marketing doesn’t begin with a media plan. It begins by noticing the unrecognised habits people already live inside — the three-person WhatsApp thread, the late-night group chat, the quiet rituals between friends. When an idea integrates into real behaviour instead of interrupting it, an ad stops feeling like an ad.
At LBB (acquired by Nykaa), I built the commercial propositions, go-to-market frameworks and sales enablement that turned the platform's creative capabilities into products senior brand marketers could understand, choose and renew.
- 100%
- Client retention across LEGO & Diageo multi-campaign relationships
- 60%+
- Proposal win rate across an INR 20 Mn+ pipeline
- 25%
- Productivity gain · 40% faster reporting via playbooks
- #5
- DTC club on Clubhouse in under 2 months
Based in the United States · 8+ years · Global scope
Career Arc
2023 — Present
Independent Brand, Product & GTM Strategy · United States
Advising founders and marketing leaders on positioning, product marketing and go-to-market.
2022 — 2023
Senior Marketing Manager · HarperCollins India
Go-to-market launch marketing and PR strategy for a major title release.
2017 — 2022
Associate → Manager → Senior Manager, Brand Solutions & GTM · LBB (acquired by Nykaa)
Promoted three times in five years. Owned GTM strategy, solutions architecture and sales enablement for 15+ enterprise brand partners; led a team of 6 brand solutions specialists driving 60% of LBB's 2021–22 ad sales revenue.
2016 — 2017
Senior Executive, Brand Strategy & Social Media · RepIndia
Brand strategy and integrated campaigns for Reliance Group and consumer brands.
Education & Executive Learning
2026
Product Management & Strategy · Wharton Executive Education
2014 — 2015
MA Marketing Communications · Middlesex University, London
2010 — 2013
B.Com (Hons), Marketing & Finance · Kamala Nehru College, Delhi University
Certifications: Google Project Management · Google AI Essentials · Generative AI Learning Path (Google)
Brand Footprint
Some of the top brands I have worked with
Let's build something people actually care about.
For roles, consulting, collaborations and interesting conversations.