Shreyas Mehrotra

I am responsible for driving growth and brand preference across all categories within Airtel Business through product propositions, new launches, GTM, designing journeys and campaigns. My current role focuses on managing a large USD 3Bn business, scaling up new product launches as well as existing products, and navigating complexity in an unstructured environment to achieve significant revenue growth.

Crafted marketing and GTM strategy for Airtel Business, designed best in class journeys and propositions, and drove operational excellence in digital sales. As a result of this, have been able to rapidly scale up and drive business growth in the last 2 years. Accelerated digital transformation by leading large cross-functional charters resulting in tremendously improving conversions across all acquisition journeys. Leveraged generative AI to identify and implement various use cases across marketing and go to market, within Airtel Business which improved online conversions and productivity of our teams. Industry Recognitions: Assocham Marketing Leader of the year 2025, ET Marketing Team of the Year, 2023, e4m Best use of Martech for demand generation 2023

Designed and implemented a growth charter for driving wallet share amongst high value customers and became the first telco to launch convergence across mobility, broadband and DTH through Airtel Black. Designed omnichannel e-commerce like customer journeys to drive growth. Some of my key responsibilities included: Identified customer insights across the entire B2C customer journey from acquisition to retention. Designed the Homes Charter basis this, for increasing wallet share and reducing churn amongst high value customers. To enable this, led an organization-wide digital transformation in an extremely complex telco landscape, in order to provide brilliant experience across acquisition and experience journeys, and drive business growth led by revamping digital journeys and restructuring of our D2C org. Led a large cross-functional team (Customer Experience, Product, Engineering, Sales, Network) to redesign experience and build CLM with a single view our customers to improve retention. Crafted propositions backed by extensive customer understanding and led the GTM rollout (from awareness to purchase) to rapidly drive awareness and accelerate business revenues in first year of launch.

Some of my key responsibilities as custodian of Airtel brand included: I was responsible for driving the brand health for Airtel customer business in a hypercompetitive environment. Carried out large interventions both nationally and across circles. Conceptualized and executed integrated communications, from TV and Digital led campaigns for improving brand health, to driving take rates on own base communication (SMS, emailers). Identified insights through behavioral science across all own base communication. Led the transition to digital first marketing approach post the pandemic which led to a significant growth in online adoption. Led partnerships with OEMs (Apple, Samsung, Google) to take joint propositions to market. Some of the large ATL and digital campaigns which I led - Sahi Chuno – Best Video Experience | Your Questions makes us better | ADHM - Network of Care.

Heading all brands nationally for Tata Teleservices consumer business - 4G LTE Brand, Tata DoCoMo & Tata Photon. • Led Tata Docomo to be one of the first brands in the country to setup N=1 digital communication capability. • Ring-fenced the HVC Base by reiterating the Positioning of “Simplicity” through digital led campaigns: Prepay (No Conditions), Postpay (Simple is the Best), Wi-Fi (Don’t Miss your Me-Time) and Broadband (Consistent Speeds Always). • Enhanced the digital intensity amongst existing users by creating a low cost, superlative & personalised digital experience.

Heading the Marketing at TaxiForSure (Olacabs) o Leading teams across brand, social media, performance marketing and marketing analytics. o Planning, conceptualising and executing marketing programs for new customer acquisition and customer retention.

Heading the Brand Marketing function at TaxiForSure. o Leading teams across brand, social media, ORM, content marketing, design and events o Conceptualized and conceived the brand campaign across TV and other mediums. o Developing the marketing strategy for the brand. o Crafted a brand vision, identity and positioning. Lead strategic initiatives on the brand. o Conceptualising all communication across mediums on the brand. o Driving brand engagement through online and offline associations.

Brands: Parachute Advansed Tender Coconut Hair Oil & A NPD Project Responsible for a brand innovation from launch and marketing initiatives to redefining the brand strategy o Driving key business and brand health metrics o Implementing marketing programs across media (ATL and BTL) o Redefining marketing strategy and brand proposition basis in market and consumer understandings

Brands: Parachute Coconut Oil (Flagship Brand), Parachute Advansed, Parachute Advansed Deep Conditioning Hot Oil Jointly responsible for an INR 1300 crs. business comprising of the master brand “Parachute”,and Parachute Advansed Deep Conditioning Hot Oil . • Annual brand planning & budgeting • Maintain and grow the brand profitability, market share and brand equity measures • Media planning & activation • Competition mapping & scenario planning

• Led a team of 7 people, managing business of the entire product portfolio with an annual turnover of INR 82 crs. • Responsible for sales planning & execution across 33 districts and 26 direct distributors • Strong understanding of the trade business model in urban, rural and modern trade. • Creating effective channels of distribution to meet short term and long-term goal across categories • Business planning, analysis and reviewing, and delivering a sustainable growth • Served as the custodian of all regional initiatives, BTL Activation and new product launches • Business objective driven planning of elements of S&D infra such as stockists, manpower, ROI. • Propelled growth at minimal incremental cost of sale, by expansion through ITC e-choupal and Project Shakti

Managing a trade network and leading a team to drive topline and sales and marketing agendas in Bihar. Led a team of 3 sales officers and 71 field force, managing an annual turnover of around Rs. 30 cr.

Led a team of 3 people, and worked on a project in Insurance Vertical for Andesa Inc., USA