Senior Brand Manager, P&G

Upamanyu Acharya.

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

P&L leader & early adopter Blockchain Quick Commerce Generative AI Agentic Workflows
Upamanyu Acharya

Results, measured.

$220M

Revenue impact across Search & YouTube Ads at Google. US-based enterprise clients.

Quick commerce revenue growth in 12 months across Blinkit, Swiggy, Zepto.

$1.3M

New OTC product scaled from zero in 18 months.

25%

Market share gained in a highly competitive category.

100×

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 to $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, lifting 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 across 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 for +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% to 90% in 3 months.
  • Junior ASM, Bombay Upcountry: 13 TSIs, $28M+ business, the 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 to 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

Challenge

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

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.

Result

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

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.

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.

Result

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

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.

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.

Result

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

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.

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.

Result

$0 to $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 to $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

Amazon
Amazon+65% revenue
Flipkart
Flipkart+60% growth
Blinkit
Blinkit4× GMV growth
Swiggy Instamart
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.

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 at 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% in Brand Management, Marketing, HRM
  • Top 5% in Blockchain & IT, Organizational Dynamics
  • Python sentiment analysis across 300M+ keywords, 4.0/4.33
  • Jai Hind College, University of Mumbai: BMS, Valedictorian
  • Head Boy at 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 in 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
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