Arushi Sethi

· Leading multi-million dollar business across 5 gulf markets (UAE, Kuwait, Oman, Qatar & Bahrain) with Commercial and Brand building responsibilities. Includes P&L management, Brand building/ marketing for Laundry and Fabric Enhancers category and people management across multi-function.

· Delivered 14% topline growth for the biggest business in the region post 2 years of business decline with market share growth of +0.6% in past 6 months.

· Business Strategy Development: Shaped 3 year business strategy and vision to grow double digit by identifying growth opportunities, defining portfolio priorities, and building market-specific acceleration plans.

· Brand & Growth Acceleration: Spearheaded major marketing and brand-building initiatives—including building innovation for rollout behind digital first media mix model, and targeted retail acceleration—while scaling trial programs and optimizing portfolio/pricing to unlock sustainable growth.

· Strategic Execution & Cross-Functional Leadership: Orchestrated cross-market execution across customer, media, and brand teams, embedding data-led decision-making ,created and scaled up brand operations team to develop mastery in media, social and trial to enhance efficiency, reduce costs, and elevate organizational capability.

· Worked on campaign ideation & communication development in the current role - developed the biggest campaign on laundry- Stain Removal King campaign delivering turnaround on media KPI’s and business .

· Developed and coached a multi-functional team including finance, sales, marketing and supply chain.

· Accredited with litany of awards: Consumer First award (past 4 quarters), Integrated growth strategy award (last half year 2025), Senior Vice President Award for the fastest growing business (2024/2025)

· Led Fabric Care Brand building strategy revamp behind multi-million dollar budget , launching the biggest innovation for P&G in the region delivering incremental value share of +5% within Y1 and 60% awareness within M6 (vs 25% benchmark within P&G/CPG within the same time). This was done via revamping Marketing and brand building blue print across media, digital, social and trials in the region. Reapplied by the Gulf region across categories.

· Brand Strategy revamp: Developed a 3 year brand building strategy across Ariel, Tide and Downy. This was done behind Media, Trial, Innovation, and In-store pillars; developed full-funnel commercial plans to accelerate brand penetration and strengthen competitive advantage.

· Media Transformation & Consumer Awareness: Architect of the regional media transformation—shifting the Gulf business from TV-heavy to digital-first. Build qualified media mix chassis, including the region’s first culturally-tailored Asian media ecosystem-1st for the region and industry.

· Growth and Value creation behind Trial & Penetration Acceleration - Built and scaled P&G Gulf’s first mass trial engine, delivering 1.2MM+ annual new customer trials -a key pivot to acquire new users leading to market leadership on liquids with program conversion rates 3X vs benchmark.

· P&L and Business Turnaround leadership : Led full business model transformation for Gulf and Saudi, delivering profitable and sustainable growth—turning Olay from –11% to +20% BT, leading to market-leadership to 60% value share. Directed end-to-end commercial strategy across premium, masstige, and mass channels, integrating innovation, media, KOL, and in-store execution to restore leadership across key markets.

· Innovation & Portfolio Acceleration- Orchestrated launch of category-leading innovations with launch across Gulf and Saudi, ensuring innovation pipeline sufficiency, media amplification, and retail excellence.

· Digital, Influencer & Ecommerce Transformation: Built and scaled a BIC digital and influencer ecosystem of 70+ key opinion leaders- biggest influencer led marketing plan for P&G Gulf.

· Channel Strategy & Go To Market plan : Led ecommerce explosion to 10X within 18 months behind strategic clarity on Top customers and activating key business drivers for the channel. Developed & launched in “whitespace channels” such as Pharmacies to strengthen market leadership.

· Cross-Functional Leadership & Capability Building: Led a high-performing multi-functional team to deliver business strategy . Built organizational culture, capability systems, and commercial acumen through structured coaching, trainings, and 360° skill development.

· Restored profitability (+600bps EBITDA) and drove India turnaround with +25% sales after 10 years of decline. Repositioned Olay into premium tier with complete business model revamp behind award winning Media transformation (100% digital media focus led to +30% awareness), Go To Market & channel play delivering Value creation for the company.

· Go To Market Strategy revamp developing playbook to win in Modern Trade & Ecommerce

· Organization & Leadership Impact: Recognized as Best IMEA SPC business across quarterly/annual meetings for delivering disproportionate growth and Built team of top talent with promotion readiness

· Delivered business turnaround on Old Spice to 8% after 15 months of decline and turnaround Nigeria business to profitable topline growth of 16%—highest topline and profit growth in IMEA SPC despite +50% price increase, supply constraints, and macroeconomic disruptions.

· Built IMEA Old Spice and Safeguard expansion proposal securing leadership alignment. This included creating business model , strategy for launch across markets of Gulf, Saudi.

• Marketing/Brand Operations Leader, AP & Global ( KSA, Gulf, Global scope - Jul 2014-Nov 2015) : Leading Instore Awareness pillar for the region developing blue print on strategies and plans to build brand awareness in the store environment that leads directly to trial and sales.
• Brand Manager, Beauty/Grooming/Brand Operations (KSA, Gulf- Nov 2007 - Jun2014)