Lipika Joshi

Brand marketing and strategy professional with nearly a decade of experience across hospitality, consulting, media, and premium consumer businesses. Experienced in building brands, launching markets, driving consumer engagement, strengthening brand recall, managing integrated campaigns, leading PR and partnerships, and aligning marketing strategy with business growth. Currently leading brand marketing for P.F.

Chang's India, driving brand strategy, integrated campaigns, new restaurant launches, consumer engagement, CRM, PR, aggregator marketing, partnerships, and revenue-led marketing for a ₹90 Cr+ business. Previously worked with L.E.K. Consulting across Southeast Asia on B2B marketing, thought leadership, executive communications, CRM, events, and regional campaign strategy, and with Times Network on digital marketing, performance media, branded content, and audience acquisition across leading media brands.

Strong experience across Brand Marketing, Brand Strategy, GTM, ATL/BTL campaigns, B2B and B2C marketing, CRM, PR, Digital Marketing, Performance Marketing, Partnerships, Events, Content Strategy, Consumer Engagement, and Marketing Analytics.

Senior Brand & Marketing Manager - India at Gourmet Investments Pvt. Ltd. (Bharti Family Office) - P.F. Chang's India (2023-12 – Present)

• Leading brand, growth, and integrated marketing strategy for P.F. Chang's India across ten operational restaurants, driving brand visibility, customer acquisition, consumer engagement, retention, footfall, and revenue growth for a ₹90 Cr+ business.
• Lead go-to-market strategy, brand development, and market localization for new restaurant launches and market expansion, including consumer research, catchment mapping, competitive benchmarking, positioning, launch planning, and post-launch growth.
• Partner with senior leadership to build the Annual Operating Plan, define revenue priorities, plan marketing investments, and manage annual marketing budgets exceeding ₹4 Cr aligned with business goals, growth priorities, and profitability.
• Manage marketplace and aggregator growth across Zomato District, Swiggy Dineout, and EazyDiner through visibility planning, promotional strategy, campaign execution, partner negotiations, ROI tracking, and revenue optimization.
• Work closely with operations, finance, and culinary teams to improve average per ticket, increase transactions, optimize menu mix, support outlet-level profitability, and align marketing campaigns with commercial priorities.
• Manage PR, media relations, and brand storytelling across food, lifestyle, business, and digital media platforms, including press releases, editorial outreach, executive messaging, and market-facing communications.
• Build media and lifestyle partnerships with platforms including Condé Nast, Mumbai Foodie, In Your District, Swiggy, The Lab Mag, Brown Paper Bag, LBB, So Delhi, and Food Talk India to drive editorial visibility, creator-led reach, and brand salience.
• Lead integrated B2C campaigns across digital, social, PR, influencer, CRM, aggregator, mall, and on-ground channels to improve awareness, discoverability, conversion, repeat visits, and brand recall.
• Lead launch marketing for restaurants across Mumbai and Delhi NCR, developing catchment-led GTM plans, launch calendars, PR outreach, influencer strategy, digital campaigns, mall visibility, and local area marketing to drive awareness, footfall, and sustained revenue growth.
• Develop and execute content and communication strategy across social, digital, PR, influencer, CRM, and experiential platforms, ensuring consistent brand messaging across consumer touchpoints.
• Drive digital and performance marketing across Google and Meta through campaign planning, audience targeting, creative optimization, analytics, and reporting, delivering over 2X revenue return.
• Lead CRM and retention marketing across WhatsApp and Xeno, building lifecycle communication, customer segmentation, repeat-visit campaigns, and ROI-led engagement programs delivering over 5X ROI.
• Build strategic brand partnerships and sponsorships with Diageo, Pernod Ricard, Beam Suntory, Sula Vineyards, malls, aggregators, lifestyle platforms, and creator networks to unlock visibility, sponsored activations, and revenue-led collaborations.
• Conceptualize and execute experiential marketing programs, brand IPs, limited-time menus, seasonal campaigns, cocktail activations, launch events, and consumer engagement experiences to strengthen brand differentiation.
• Lead marketing coordination for launches across premium commercial developments including DLF, Phoenix Mills, Lodha, Oberoi Realty, and HLP Group, aligning brand visibility, mall partnerships, local area marketing, launch readiness, and post-launch business performance.
• Led a strategic Swiggy Instamart partnership to distribute branded fortune cookies at scale, supporting delivery launch visibility, customer acquisition, and brand recall.
• Collaborate with global brand teams to align India marketing strategy, content, campaigns, and consumer experience with international brand standards while adapting the brand for local market relevance.

Assistant Marketing Manager - Southeast Asia at L.E.K. Consulting (2022-06 – 2023-11)

Worked with the Head of Marketing & Communications and regional leadership to drive B2B marketing, thought leadership, executive communications, CRM, events, and integrated campaign strategy across Southeast Asia, supporting brand visibility, client engagement, and business development priorities.

• Led the planning and execution of integrated marketing campaigns across thought leadership publications, digital marketing, PR, partnerships, and industry events, strengthening brand visibility and engagement with senior executive audiences.
• Supported executive-facing marketing and communications initiatives across consulting themes including business transformation, digital innovation, consumer strategy, and market insights.
• Managed end-to-end campaign execution for key regional initiatives including report launches, client engagement programs, and industry events, ensuring alignment with regional business development goals.
• Owned campaign performance tracking and reporting, developing structured analytics reports and dashboards to measure campaign effectiveness, provide strategic recommendations, and improve marketing ROI.
• Executed B2B marketing and communications initiatives targeted at senior executive audiences across consulting, strategy, and industry-focused engagements.
• Managed regional marketing budgets and campaign investments, ensuring efficient allocation of resources aligned with planned outcomes and business priorities.
• Led the development of marketing collateral including credentials decks, thought leadership reports, presentations, and digital content, ensuring alignment with global brand standards.
• Managed CRM and email marketing programs, overseeing customer database segmentation, lifecycle communication, and campaign execution to drive engagement and client retention.
• Leveraged campaign analytics, reporting dashboards, and performance tracking to optimize marketing effectiveness, audience engagement, and ROI across digital campaigns.
• Collaborated closely with global marketing teams and internal stakeholders across regions to align regional initiatives with global marketing strategy and priorities.

Assistant Manager & Lead - Digital & Performance Marketing at Times Network (2021-07 – 2022-06)

• Led digital and performance marketing strategy across Times Network's portfolio of media brands, driving audience growth, platform engagement, and revenue through structured marketing initiatives.
• Managed performance marketing investments exceeding ₹40 Cr across Google, Meta, YouTube, LinkedIn, and programmatic platforms, driving user acquisition, traffic growth, and digital revenue.
• Drove full-funnel digital growth across awareness, traffic acquisition, audience engagement, branded content amplification, and revenue-linked campaign performance.
• Managed large-scale paid media strategy across Google, Meta, YouTube, LinkedIn, and programmatic channels, optimizing campaigns for reach, engagement, traffic, and performance outcomes.
• Partnered with branded content, sales, editorial, product, and revenue teams to deliver integrated client campaigns across media, entertainment, business news, and digital-first content verticals.
• Developed and executed digital growth strategies for major network brands including Times Now, ET Now, Mirror Now, Zoom, Times Now Navbharat, ET Now Swadesh, and Times Drive, strengthening brand visibility and audience engagement.
• Partnered closely with branded content and revenue teams to execute marketing campaigns for leading clients including Amazon Prime, Disney+ Hotstar, Mercedes-Benz, Maruti Suzuki, and HDFC, ensuring delivery of campaign objectives and performance outcomes.
• Led campaign planning, execution, optimization, and reporting across platforms, improving campaign efficiency and delivering measurable performance improvements.
• Managed social media growth strategy and content promotion initiatives across multiple platforms, increasing audience reach and engagement.
• Built performance reports, campaign dashboards, and actionable insights to optimize media efficiency, audience growth, campaign delivery, and ROI.
• Worked closely with editorial, product, and revenue teams to align marketing initiatives with content strategy, platform growth, and business objectives.

Digital Marketing Executive at Times Network (2020-03 – 2021-06)

Consultant at Times Network (2019-03 – 2020-03)

Trainee at Times Network (2018-08 – 2019-03)

Research Analyst (Intern) at CNBC Awaaz - Network18 (2017-01 – 2017-03)

• Conducted research and analysis on financial markets, macroeconomic trends, and companies to support editorial programming and content development.

M.A. in Communication and Journalism – University of Mumbai

B.A. in Economics – St. Xavier's College, Mumbai

Executive Programme in Digital Marketing & Analytics – Indian School of Business (ISB)