Brand · Social · Influencer · Category · Digital
8 years. Across ITC, Adidas Emerging Markets, and Udaan — I've built brands, grown categories, and launched campaigns at scale. Comfortable in boardrooms and on the ground — from global MNCs to early-stage startups.
Who I Work With
Most marketers own one lane. I've worked across all of them — in conglomerates, global MNCs, and fast-moving startups. That range is what makes me useful to any business trying to grow.
01
Define what your brand stands for, who it's for, and how it shows up — across every channel and market.
02
Launch strategy built around insight — from campaign planning and brand calendar to ATL/BTL rollout and retail activation.
03
Always-on social strategy, platform-native content planning, and community-led growth — built by someone who does it himself.
04
End-to-end influencer campaigns — strategy, creator casting, briefs, partnerships, and performance tracking.
05
Media relations, brand collaborations, sports sponsorships, and agency management — shaping how a brand is talked about.
06
Brand health metrics, campaign KPIs, Share of Search, sell-through data — grounding creative decisions in commercial reality.
Career Arc
01
Adidas Group · Freelance · @thevaryaman
From driving category marketing for Adidas across Emerging Markets (MENA & APAC) to consulting early-stage startups on brand positioning — and building my own content IP from zero.
→ Led Adidas "Impossible is Nothing" repositioning, Paris Olympics 2024 · Coca-Cola India FIFA Trophy Tour invitee
02
Udaan · Adidas Group
Category and business growth across FMCG, lifestyle and apparel — pulling the right levers across digital, social, PR, communities, and trade to drive sell-through and market share.
→ Category Marketing Manager, Udaan South India · Running, Credibility Sports & Outdoor, Adidas MENA & APAC
03
Adidas Group · Emerging Markets
Launched the Adidas global e-commerce storefront across 15 countries on Salesforce B2C Commerce Cloud. Business-focused — owning customer experience, UI/UX decisions, SEO, visual merchandising, and campaign promotions. Non-technical, commercially driven.
→ 15-country storefront launch · 105% of planned revenue at go-live
04
ITC Limited · Udaan
Built on the ground at ITC — managing an ~$85M cigarette portfolio in Jharkhand with 350+ indirect reports. At Udaan, led national trade interventions across Electronics, Clothing, Footwear, and FMCG. Commended by the CMO.
→ Best Zone Award, Udaan · New brand GTM launch, ITC Jharkhand
Creator Identity
As @thevaryaman on Instagram, I run a football-focused sports content platform built entirely from zero. This isn't a side project — it's proof of what I actually know about content, community, and culture in 2024.
It means I can brief a creator, write a content calendar, or audit a brand's social presence with real operator instinct — not just theory. Exclusively invited by Coca-Cola India as a creator for the FIFA World Cup 2026 Trophy Tour.
5K+
Followers
900K
Total Views
65%
3-sec view rate
3%
Avg engagement
Open for Work
Available for senior brand marketing roles, consulting, and freelance — especially in D2C, lifestyle, sports, FMCG, and alcobev. If you're building something interesting, let's talk.