Tanishq Malhotra

Brand marketing, GTM and consumer growth leader with experience across realme, Samsung Electronics, INDmoney and CashKaro, spanning consumer technology, fintech, D2C and digital-first ecosystems. Builds and runs 360° integrated marketing — product launches, brand positioning, campaign strategy, IMC, consumer insights and creator-led growth — across ATL, BTL, digital, retail, social and experiential channels. Proven at owning large A&P budgets, leading cross-functional teams and agency partners, and turning insight into brand awareness, user acquisition, conversion, retention and measurable business growth.

Assistant General Manager — Brand Marketing & IMC Strategy at realme India (2025-01 – Present)

• Lead brand marketing strategy, GTM planning and integrated marketing communications across 10+ smartphone and AIoT product launches spanning India and international markets.
• Own 360° integrated marketing delivery across ATL, BTL, digital, retail, social and experiential channels; manage INR 20Cr+ A&P with accountability for budget allocation and marketing ROI.
• Drive consumer insights, market analysis, product positioning, brand positioning and key messaging to shape launch strategy and communication across flagship categories.
• Delivered realme × Game of Thrones, an integrated brand campaign driving 2.5x engagement uplift and ~30% growth in branded search through digital-first storytelling.
• Established realme Photography Awards as a flagship creator-led brand IP, driving UGC, brand advocacy and sustained community engagement across India and key international markets.
• Led experiential marketing, offline launch events and retail activations across 10+ cities, localising brand communication for regional audiences while maintaining global brand consistency.
• Drive cross-functional alignment across Product, Retail, Ecommerce, Media and Global HQ to execute launch calendars, GTM strategy and integrated campaigns at scale.

Manager — Brand Marketing & IMC Strategy (D2C) at Samsung Electronics (2023-06 – 2024-12)

• Directed omnichannel brand strategy, product marketing and GTM communication across Samsung.com and Samsung Experience Stores; managed INR 50Cr+ A&P across digital, retail and integrated marketing initiatives.
• Built and scaled Learn@Samsung, a nationwide experiential learning IP recognized by Samsung Global HQ as a global best-practice model and one of India's first D2C retail learning ecosystems.
• Executed integrated ATL, BTL and digital campaigns across Samsung Experience Stores, delivering 12% uplift in conversion rates and stronger retail engagement.
• Drove 10% brand awareness lift through Meta Brand Lift campaigns and contributed to a 7% increase in store footfall through integrated digital and on-ground activations.
• Strategized Samsung Experience Stores' first vernacular digital campaign, achieving 12% conversion uplift in South India through regionally localised brand communication.
• Led store launch communication across 15+ cities; produced 75+ digital films and 250+ launch assets across flagship smartphone and ecosystem campaigns.
• Standardized brand communication across 1,300+ Samsung Experience Stores, improving retail consistency and in-store experience.
• Partnered with CRM teams on consumer lifecycle strategy, re-engagement and retention journeys to improve repeat engagement.

Senior Manager — Brand, Content & Influencer Marketing at INDmoney (2021-07 – 2023-06)

• Architected INDmoney's brand, content and creator-led acquisition engine, driving 1M+ user acquisitions through influencer marketing and contributing ~35–40% of monthly new user growth.
• Grew INDmoney's YouTube channel to 1M+ subscribers through IND Learn, an original financial-education IP using bite-sized video formats to drive engagement, watch time and sustained audience growth.
• Generated 130M+ organic views across content-led influencer campaigns; managed a creator network of 2,000+ across finance, lifestyle and regional categories spanning 12+ agency and external partners.
• Reduced overall CAC by ~25% and managed influencer acquisition campaigns at an average CPA of INR 120 through audience-first creator strategy and campaign optimization.
• Built INDmoney's influencer affiliate program from scratch — a performance-linked creator acquisition channel that enabled scalable, ongoing partnership-led growth.
• Improved lead-to-install conversion by 18% through content funnel optimization and insight-led campaign refinement.
• Produced 25+ DVCs and digital films across brand and performance funnels, supporting acquisition, engagement and product education.
• Acquired 700K+ users through influencer-led campaigns across YouTube, Instagram and short-form platforms at a CPA of INR 16 and CPV of INR 0.35 — among the most efficient acquisition benchmarks in the category at the time.
• Contributed INR 10Cr+ in GMV and generated 50M+ organic views; drove an 85% improvement in ecommerce transactions through creator-led brand campaigns.
• Built and managed a creator network of 3,500+ across categories; led an 8-member team across creator partnerships, influencer operations and campaign execution.
• Developed brand campaigns and 10+ celebrity-led DVCs to drive acquisition, engagement and growth.
• Led CRM and remarketing journeys through CleverTap to drive repeat transactions and long-term user engagement.
• Drove finance-focused content strategy through 120+ articles, aligning brand storytelling with audience engagement goals.
• Scaled digital reach through 100+ creator collaborations, increasing organic reach by 35% and engagement by 75%.
• Led content and social media strategy across video, social and brand campaigns, producing 250+ hours of content.
• Grew social presence to 30K+ followers through audience-first storytelling, optimization, experimentation and A/B testing.

Senior Associate — Brand & Influencer Marketing at CashKaro (2019-06 – 2021-07)

• Acquired 700K+ users through influencer-led campaigns across YouTube, Instagram and short-form platforms at a CPA of INR 16 and CPV of INR 0.35 — among the most efficient acquisition benchmarks in the category at the time.
• Contributed INR 10Cr+ in GMV and generated 50M+ organic views; drove an 85% improvement in ecommerce transactions through creator-led brand campaigns.
• Built and managed a creator network of 3,500+ across categories; led an 8-member team across creator partnerships, influencer operations and campaign execution.
• Developed brand campaigns and 10+ celebrity-led DVCs to drive acquisition, engagement and growth.
• Led CRM and remarketing journeys through CleverTap to drive repeat transactions and long-term user engagement.

Features Writer at MoneyAMMA (2018-06 – 2018-09)

• Drove finance-focused content strategy through 120+ articles, aligning brand storytelling with audience engagement goals.
• Scaled digital reach through 100+ creator collaborations, increasing organic reach by 35% and engagement by 75%.

Content Strategist at BlueChalks (2017-01 – 2018-02)

• Led content and social media strategy across video, social and brand campaigns, producing 250+ hours of content.
• Grew social presence to 30K+ followers through audience-first storytelling, optimization, experimentation and A/B testing.

Certification in Brand Management – IIM Bangalore (2024 – 2024)

Certification in Excel Skills for Business – Macquarie University (2019 – 2019)

BA (Hons.) in History – University of Delhi (2019 – 2019)