Shreyas Naidu

Director, Consumer Insights and Brand Strategy @ Licious

About

I help brands understand people — not just through data, but through culture, behaviour, and the quiet signals that shape how we choose, buy, trust, and remember. Over the last 13 years across Licious, Amazon, and Kantar (India and the Middle East), I’ve built insight engines, brand frameworks, and category narratives that help teams make sharper decisions and create work that actually resonates. My work lives at the intersection of consumer insight, brand and creative strategy, cultural intelligence, and product thinking. I’m fascinated by how meaning is created in the real world — through rituals, motivations, frictions, desires — and how those patterns can be translated into growth strategy, product direction, and memorable brand stories. Across roles, I’ve led segmentation exercises, built flavour and category frameworks, designed demand-space models, shaped brand platforms, and advised cross-functional leaders on everything from new product bets to packaging codes to communication strategy. I’ve also built AI-enabled systems that make qualitative research faster, clearer, and more actionable, bringing the consumer’s voice into everyday decisions instead of the occasional deck. What I enjoy most is connecting culture, behaviour, and business into something leaders can act on — a clearer insight, a sharper narrative, a better decision. Whether the brief is brand-led, product-led, or category-led, I’m drawn to the deeper “why,” and how that understanding can unlock real impact.

Country

India

City

Bengaluru

Industry

Marketing & Advertising

Skill

Brand Architecture, Behavioral Sciences, Category Insights, Shopper Marketing, Customer Segmentation Strategy, Cultural Anthropology, Brand Strategy, Strategic Brand Consulting, Creative Strategy, Project Management, Advertising, Marketing Research, Consumer Behaviour, Customer Insight, Quantitative Research, Market Research, SPSS, Marketing Strategy, Analytics, Competitive Analysis

Experience

Director, Consumer Insights and Brand Strategy

Licious

2023-10 - Present · 3 yrs

Bengaluru

Lead consumer, category, and brand strategy for Licious across a 100–120 Cr annual ecosystem. •Built the organisation’s category & consumer strategy backbone — segmentation, need-states, CEP frameworks, demand-spaces, and category growth levers •Designed and owned the consumer & category roadmap, aligning Marketing, Product, Growth, and Commercial around unified strategic direction •Created culturally resonant platforms (India’s Juiciest Chicken, Fish Without Anxiety, Thoda Aur) that shaped category narratives and brand positioning •Built behavioural consumer journeys & CEP-based nudges across the app funnel; influenced UI/UX, product flows, proposition clarity, and conversion •Led 10+ national campaigns from insight → strategy → creative → measurement •Built agile research pipelines enabling sub-72-hour insight-to-action cycles •Advised founders and CXO-level leaders on category, cultural, and consumer strategy

Associate Director - Consumer and Brand Strategy

Licious

2021-11 - 2023-11 · 2 yrs 1 mo

Bengaluru

Owned brand health, U&A, segmentation, need-state models, and CEP mapping •Built flavour & category frameworks shaping product strategy, innovation, and communication •Partnered with Supply Chain/Performance/Product teams to translate consumer understanding into clear, actionable strategy •Developed insight systems that fed into long-term brand and category planning •Designed cultural intelligence and lifestyle-pattern studies across Tier 1–3 markets

Category Lead -Consumer Insights

Licious

2020-6 - 2021-11 · 1 yr 6 mos

Bengaluru

•Built the category insight engine for Licious; decoded drivers, barriers, occasions, tensions •Designed consumer journeys, occasion maps, and category entry point systems •Partnered with Product, Growth, and Brand teams to shape category positioning and messaging •Ran category deep dives that informed brand re-staging and communication shifts

Segment Research Manager

Amazon

2018-10 - 2019-10 · 1 yr 1 mo

Bengaluru

•Owned the insight & strategy roadmap for Echo, Fire TV Stick, and Kindle across India •Led full-funnel evaluation for Amazon’s flagship Diwali campaign (media, creative, brand lift) •Influenced product roadmap and communication based on behavioural & cultural insight

Account Manager

Insights

2015-11 - 2018-9 · 2 yrs 11 mos

Dubai, UAE

•Led major insight programs across KSA, UAE, GCC covering food, beverage, retail, telco, banking •Delivered 2X business growth in two years; awarded Star of the Quarter 3x •Designed and delivered segmentation, U&A, brand tracking, occasion-based frameworks •Managed cross-country clients across complex, regulated markets