Senior Brand Manager · P&G

Upamanyu
Acharya.

I build brands, accelerate growth, and scale impact at the intersection of consumer, technology, and AI.

P&G · ex-Google · ex-Reckitt · IIM Ahmedabad
P&L leader & early adopter: Blockchain · Quick Commerce · Generative AI · Agentic Workflows
Upamanyu Acharya
U.A. / 2026Mumbai
Career across global consumer goods, technology & eCommerce
P&G Google Reckitt IIM Ahmedabad

Results, measured.

P&G P&G · India eCommerce
$3.6M→$13.6M
Scaled a healthcare eCommerce business 3.8× in 18 months with full P&L ownership.
Google Google
$220M
Revenue impact across Search & YouTube Ads. US-based enterprise clients.
Quick Commerce Quick Commerce
4×
Growth in Q-Commerce revenue in 12 months across Blinkit, Swiggy, Zepto.
New Product
$0→$1.3M
Scaled new product from zero to $1.3M+ in 18 months.
Market Share
25%
Gained market share in highly competitive category.
AI Creative
100×
Improvement in creative iteration speed with AI automation.

Five roles, one arc.

From crypto publishing at 19 to running flagship FMCG P&Ls at 29. Tap any role to expand.

P&G
Senior Brand Manager · Procter & Gamble
Aug 2024 — Now

eCommerce & New Businesses for a flagship healthcare brand. Full P&L ownership across India's fastest-growing digital commerce platforms, with a focus on quick commerce. Driving enterprise AI adoption across the organization.

  • Scaled Indian eCommerce business from $3.6M to $13.6M in 18 months — 2× faster than the broader organizational digital commerce growth.
  • Launched a new OTC product from $0 → $1.3M in the first year; captured 25% market share, eroding the category leader from 70% to 40%.
  • Restaged a sleep-health brand as an online-only D2C model — the first of its kind in India for the organization; +70% growth post-restage.
  • Deployed AI-generated eCommerce creatives delivering +5% CTR and $600K incremental revenue across the healthcare portfolio.
  • Authored the organization's first eCommerce GTM playbook for healthcare — launch velocity from 1 per 18 months to 7 in the next 12.
  • Mandated by leadership to operationalize AI across the Health portfolio — trained cross-category teams, built enterprise compliance frameworks, reduced content approval from 6 days to 2.5.
Google
Digital Marketing Strategist · Google
Feb — Aug 2024

Customer Success Acceleration, GTech · Hyderabad. Enterprise portfolio across Americas & APAC.

  • Revenue responsibility for a $220M global client portfolio across Americas and APAC markets, including US-based enterprise clients.
  • Championed cross-functional teams in Sales, Measurement and Product to implement enterprise client solutions.
  • Drove adoption of AI-powered bidding, creative & measurement across Google Ads for enterprise and mid-market advertisers.
Reckitt
Assistant Brand Manager, eCommerce · Reckitt
Jul 2022 — Dec 2023

Brand Manager for an $8.2M P&L — Colin, Mortein, Airwick. End-to-end revenue, GM and P&L ownership.

  • Delivered revenue growth of 40% against a 21% plan — 7% faster than channel; 60% on quick commerce.
  • Deployed $2.7M on-platform media across search, display and eventing on all national eCommerce platforms.
  • Launched $1.2M NPD innovation pipeline — Mortein formulations, Colin fragrances, Airwick diffuser line extensions.
  • Authored the Global AI Playbook for eCommerce; automated creative A/B testing via GenAI — +22bps CTR.
  • Only Management Trainee (1 of 18) promoted to Brand Manager on the first performance cycle.
Reckitt
Management Trainee, Sales & Marketing · Reckitt
Jun 2021 — Jun 2022

Sales leadership across Bombay metro and upcountry; NPD expansion in Singapore; India HCP newsletter.

  • Built an ASM tool monitoring indirect-channel fill-rate nationwide: 70% → 90% in 3 months.
  • Junior ASM, Bombay Upcountry — 13 TSIs, $28M+ business (largest region in India by distribution).
  • Area Sales Manager, Rural Maharashtra — grew Dettol antiseptic liquid sales 80% in a two-month project across 65 sub-DB towns.
  • Delivered 110% growth on Mortein as Area Sales Executive across South Maharashtra.
  • Created the Enfamil HCP detailer for healthcare professionals; launched India's first branded newsletter for 7,000+ HCPs.
P&G
Summer Intern, Brand Management · Procter & Gamble
Apr — Jun 2020

Pan-India digital influencer strategy across the P&G India brand portfolio — an early mover in KOL-based brand building.

  • Built the pan-India digital influencer strategy across the P&G India brand portfolio including Tide, Ariel, and Gillette.
  • Designed a weighted scoring model for influencer success in a ~$42M KOL industry — one of the earliest structured KOL frameworks in Indian FMCG.

Building with AI,
not just using it.

From guardrails to generative pipelines, I build systems that scale creativity, efficiency, and growth. A pattern that started with neural networks at IIM-A in 2020 and GenAI tools from day one in November 2022.

Explore AI Work →
AI Governance

Enterprise AI Compliance & Stewardship

Built the compliance framework that enabled a Fortune 50 consumer goods organization to deploy generative AI in consumer-facing work — reducing approval cycles while maintaining legal and IP standards.

6 → 2.5 day approvals
Creative Automation

AI-Driven Campaign Testing

Designed an AI animatics pipeline for campaign concept testing — generating quantitatively testable creative stimuli in hours instead of weeks, matching manual production quality.

Top-quartile test scores
Search & Discovery

LLM-Powered Brand Optimization

Architected an LLM-driven keyword optimization system for eCommerce platform search — semantic expansion, intent clustering, continuous relevancy scoring.

+25% share of voice
Workflow Automation

Agentic Systems at Enterprise Scale

Deployed agentic AI workflows across document generation, competitive intelligence, and creative production — accelerating team output across multiple brand categories.

100× creative velocity

How I solve business problems.

I find markets where incumbents are complacent, build the operating model to enter them, and scale with AI and eCommerce as force multipliers. Four cases from three organizations.

D2C · OTC Healthcare

Sleep Health OTC Brand — Online-Only D2C Restage

C. Challenge

An OTC sleep-aid brand had stalled after an offline launch. Consumer barriers — stigma around sleep medication, dosage anxiety, and efficacy doubt — were killing trial in a category that barely existed in India.

A. Action

Pivoted the brand to an online-only D2C model — the organization's first in India. Rebuilt dosage architecture, rewrote communication around specific sleep problems, and re-engineered channel strategy for eCommerce-first distribution across quick commerce and marketplaces.

R. Result

+70% online revenue growth post-restage. Building a $5.4M addressable sleep-aid category from near-zero consumer awareness.

C. Challenge

OTC healthcare product launches were bottlenecked on offline distribution timelines. Each launch team reinvented the go-to-market from scratch — no standard, no velocity, no institutional knowledge.

A. Action

Authored the organization's first eCommerce GTM playbook for healthcare — codifying assortment strategy, platform media allocation, measurement frameworks, and launch sequencing. Ran the first three product launches against it.

R. Result

Launch velocity accelerated from 1 product per 18 months to 7 in the next 12. Playbook adopted across the healthcare category.

C. Challenge

Organic visibility and display ad performance lagged across eCommerce platforms for a global FMCG portfolio. Creative A/B test throughput was gated by manual production cycles.

A. Action

Built a Global AI Playbook for eCommerce creative optimization. Automated A/B testing via generative AI. Deployed as the India Global POC for implementation across markets.

R. Result

+22bps CTR uplift on display; creative automation adopted into global eCommerce operations across multiple countries.

C. Challenge

Entering a competitive OTC pharma category dominated by an incumbent holding 70% market share. No existing brand entry, no distribution footprint, no creative platform.

A. Action

Designed the full market entry — positioning, pack architecture, pricing, channel plan, and on-platform media mix. Launched across quick commerce, modern retail, and eCommerce simultaneously using the GTM playbook.

R. Result

$0 → $1.3M revenue in year one. 25% market share captured. Category leader eroded from 70% to 40% in the same window.

Brand P&L ownership.

Leading iconic brands. Driving real results.

Vicks $3.6M → $13.6M
ZzzQuil +70% D2C Restage
Google Ads $220M Impact
Colin +70% D2C Restage
Mortein +32% Share
Airwick +45% Growth
Dettol +28% Share
Platform Partners. Scale Multipliers.
Amazon
Amazon+65% Revenue
Flipkart
Flipkart+60% Growth
Blinkit
Blinkit4× GMV Growth
Swiggy
Swiggy Instamart+35% Orders
Zepto
Zepto+90% Growth

How the skills connect.

A living map of the domains I work across. Drag the nodes. Hover to trace the edges.

drag · hover · explore

Writing & teaching.

Publications, advisory roles, and founder bets.

AdvisoryJai Hind College

Board of Studies — BMS & BDS Programs

Designing curriculum and shaping industry-aligned coursework for the BMS and Bachelor of Digital Studies programs.

Teaching6+ MBA batches

Guest Lectures on eComm, Brand & AI

Six cohorts at Indian business schools on running brands in the age of platforms and GenAI.

PublicationIIM A/B/C/L

The Future of Web3

Featured in the joint IIM A/B/C/L finance magazine while the technology was still nascent.

Founder · Age 19Tech Publication

1 Million Users, Zero Paid Media

Founded a tech publication covering crypto, gaming, and consumer tech. 40+ essays reaching one million unique users through pure organic distribution.

CommunityCase Study Cohort

Mentoring 200+ Undergrads

Founded a college consulting club — three batches, two hundred mentees, hundreds of cases solved.

ToolAI-Powered

CV Optimizer Engine

Built an LLM-powered CV optimization system with 2,000+ reference bullets across 11 domains. Deployed to 1,000+ undergrad students for B-school and placement preparation.

Where it started.

The best business school in India — and a habit of being picked for the hard problems.

IIM Ahmedabad

Indian Institute of Management, Ahmedabad

MBA (PGP) · 2021 · 3.612 / 4.33 PGP2
  • Top 5% — Brand Management, Marketing, HRM
  • Top 5% — Blockchain & IT, Organizational Dynamics
  • Python sentiment analysis across 300M+ keywords · 4.0/4.33
  • Jai Hind College, University of Mumbai — BMS, Valedictorian
  • Head Boy — Lilavatibai Podar (ISC) & Arya Vidya Mandir (ICSE)
2020

HSBC Asia-Pacific Business Case Competition

International Quarterfinalist · National Winner from 50+ colleges.

2019

Arthur D. Little Innovation Challenge

Top 15 of 220 teams — strategic innovation across Indian business schools.

2018

Founder — Jai Hind E-Summit

First undergraduate Entrepreneurship Summit at University of Mumbai. Accredited by MEITY, MHRD, Atal Innovation Mission & Startup India.

Earlier chapters.

Marketing Executive · Zebpay

Feb — May 2019 · Crypto & Fintech

India's first working Lightning Network Bitcoin payments prototype. 517% engagement growth in 3 months.

Digital Marketing Executive · Webenza

Sep 2018 — Feb 2019 · Digital Advertising

Content operations for blockchain clients with $200M aggregate market cap.

Digital Technology Strategist · Think As Consumer

Aug — Sep 2017 · Consulting

Consulting engagement with the Income Tax Department, Ministry of Finance & TCS to increase ITR e-filings by 70%.

Data Analytics Intern · Hansa Cequity

May — Aug 2016 · Analytics

Early exposure to data analytics and consumer insights in a digital-first consulting environment.

Author · ScienceABC

Dec 2015 — Apr 2016 · Science Writing

10+ long-form science explainers — from the accuracy of Interstellar to space elevators — published at age 18.

From consumer brands to consumer technology.
Building what's next.

Let's connect →