Prachi Chouhan
London
Summary
Self-starter with enterprising mindset and proven track record of delivering results via commendable ownership. In eternal pursuit of balancing the long and short of it which makes me a strategic thinker with bias for action! Interested in creating and embedding new behaviours and subsequent New category development over and over again. Managing large and diverse team currently with empathy and situational leadership ushering to a culture of high ownership and shared successes breaking silos. Have also proven to be quite effective and influential as an individual contributor perfecting the art of leading without command.
Excited by anything new, ambiguous and rapidly evolving , which is why I pivoted to eCommerce and now Gen AI, working my way up to mastery. I’m obsessed with how brands speak to consumers and am always hungry to impact this conversation shifting mental models and behaviours.
I’m energised by the people around me and pride myself on the way I authentically connect with my team & peers alike and lead with empathy.
In my spare time you can often find me doing something that excites and terrifies me simultaneously - whether it’s weightlifting or clinging to the side of a mountain :)
Overview
12
12
years of professional experience
Work History
Head of Media - Durex & Veet
Reckitt Benckiser
01.2024 - Current
- Full-Funnel Strategy: Deliver a well-integrated strategy and manage fluid budget allocations (c. £5M) via optimizations across the funnel.
- Lead Cross-Functional Team: Direct a team of 5 in all aspects of media activation, including strategic and annual planning, content strategy, activation planning, and performance marketing.
- Award-Winning Campaign: Successfully executed an E2E media strategy, resulting in the best campaign award, +8% RSV growth, 82bps market share outperformance for Durex Condoms, and a 50bps improvement in media ROI. Delivered $0.5M in marketing spend productivity in 2024.
- Amazon Business Growth: Implemented retail media and CX strategies, achieving +10% growth with 25% less spend, driving profitable growth.
Global Marketing Manager - Durex & Dettol
Reckitt Benckiser
London
01.2021 - 12.2023
- Global eCommerce & Digital Strategy: Own and overdrive the global eCommerce and digital strategy for Reckitt’s Health Portfolio, including brands like Dettol, Durex, Veet, and OTC, with the aim of doubling eCommerce participation.
- Omni Growth Acceleration: Lead with actionable shopper insights delivered through agile go-to-market strategies. I also drive emerging channels like on-demand; and built eFirst portfolio with a robust innovation pipeline to set up for success
- eCommerce Growth: Achieved 15% growth in eCommerce ahead of other channels for Durex, resulting in 25% eCommerce participation within 2 years.
- Successful Product Launch: Spearheaded the eCommerce-first launch of new occasion-based sex toys with a prize size of £10M in top EU5 markets, achieving best-in-class launch recommendations.
Senior Brand Marketing Manager
Amazon
Bangalore, India
09.2019 - 01.2021
- Brand Building: Develop and enhance the Amazon.in brand, aiming to attract 100 million new customers by expanding beyond early adopters demographically and geographically.
- Drive Amazon.in Penetration in India: Own interventions to move the lead and lag axis around fundamental shifts in consumer behaviour, drive the marketplace adoption by encouraging trials and bolstering trust and affinity in India
- Brand Campaigns: Introduced the new brand idea “Amazon - Your store for New Beginnings,” driving fundamentals of assurance, affordability, affinity and accessibility leading to +1000bos improvement in brand value/equity
- Customer Acquisition: Pivoted the media strategy to gain 30M new shoppers to the marketplace going deeper demographically targeting key cohorts like homemakers, vernacular experience seekers, and less affluent geos beyond metro footprint.
- Tier 1 Events: Delivered two successful platform-wide sales events, innovating with media & content strategies rooted in data & hypertargeting model leading 24M new to platform users
Brand Manager - Dettol & Moov (OTC)
Reckitt
Delhi India
07.2015 - 09.2019
- NPD Strategy: Strategized the 3-year plan for the NPD pipeline across personal care segments, launching key NPD entering into new need state of Gentle Protection Dettol Co-Created with Moms (£25M potential).
- Brand Transformation: Transformed Moov into India’s #1 Pain Relief brand through reformed product strategy, NPD pipeline, and future proofing communication strategy.
- Equity Strengthening: Enhanced Dettol’s equity in core hygiene segments (Antiseptic Liquid, Hand Hygiene, Kitchen Disinfection) worth £80M by addressing emerging consumer needs following macro economic shifts
- Purpose Led Program: Managed the flagship CSR program, Banega Swachh India, aligning the brand purpose through strategic media partnerships.
Sales & Trade Marketing Roles
PepsiCo
Delhi, India
07.2012 - 07.2015
- Managed largest revenue territory with complexity and scale of 6 districts, 11 customer executive and 32 distributors across 2 states. Rolled on the momentum with 0% attrition in team and >10% attrition among channel partners, leading to +1.2% share gain
- Lead the 4P strategy for PepsiCo beverages portfolio, envisaging and implementing BTL activations and NPD launches in market leading to 200bps market share gain over 6M period.
Education
MBA - Marketing & Strategy
Indian Institute of Management
Kozhikode,India /2010 - /2012
Bachelor of Business Administration - Business Management & Economics
Symbiosis Centre for Management Studies
/2006 - /2009
Skills
- Leadership and Decision Making: Influential leadership Getting things done Decision making Change management expert
- Brand Management prowess: Customer engagement
Brand building Portfolio management Brand Strategy Brand Equity/ Identity creation
- Data Driven Marketing School: Digital marketing expertise Data-driven decision-making eCommerce performance and CX expert Audience analysis Hypertargeting Content Strategy
- Communication and Collaboration: Story-teller High Emotional intelligence Relationship-building Cross-functional collaboration Intercultural communication D&I advocate
- Operational Efficiency and Result Orientation:
Proactive approach Resource optimisation Frugal
ROI Mindset Ruthless Prioritisation
Right to Work
Right to work in UK until 2030 with no need for sponsorship
Timeline
Head of Media - Durex & Veet
Reckitt Benckiser
01.2024 - Current
Global Marketing Manager - Durex & Dettol
Reckitt Benckiser
01.2021 - 12.2023
Senior Brand Marketing Manager
Amazon
09.2019 - 01.2021
Brand Manager - Dettol & Moov (OTC)
Reckitt
07.2015 - 09.2019
Sales & Trade Marketing Roles
PepsiCo
07.2012 - 07.2015
MBA - Marketing & Strategy
Indian Institute of Management
/2010 - /2012
Bachelor of Business Administration - Business Management & Economics
Symbiosis Centre for Management Studies
/2006 - /2009
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