Kanika is Leading the Business for India’s biggest and most exciting brands across the Tech, Tech OEM,Tech B2B, Auto and FMCG space at Twitter. With the role intersecting marketing, technology, digital first thinking, Kanika has found a #passion that she can drive with #purpose. At Twitter she leads a team of Industry Heads to ensure brands can leverage Twitter to the fullest through high recall on Video, Superlative Engagement, Custom Solutions and drive lift in sentiment, conversations and more. Her work impacts 30 of the biggest brands in the region including Google, Samsung, Vivo, Oppo (Tech OEM) | Nestle, Coke, Pepsi (CPG) | Cisco, Microsoft (Tech) | LG, Dyson, Phillps (Durables) | Paytm and many others.
Prior to Twitter, she was Marketing Director at Reebok India and led the brand through a massive repositioning exercise when the brand morphed into a premium fitness brand from a mass sports brand. She led through inspirational brand communications, refreshed point of sale consumer experience and digital transformation to ensure Reebok landed into the new domain with success. She along with her team disrupted the male dominated sports market with a Women’s First approach – Created #FitToFight and #GirlsFight Movement with Kangana Ranaut breaking stereotypes and addressing issues of Gender Pay Gap and Eve Teasing. She instituted Thought Leadership in the Fitness space through #FitToFight Awards (Recognized by the Ministry of Women and Child Development and the Kailash Satyarthi Foundation), Fit to Fight Youth Talks, Fit India Survey etc. She also moved the brand to an Always-on Digital Approach with focus on Content, Influencer and Community marketing and an Omni Channel Strategy. As a result, Reebok is credited as a brand with the fastest and most successful repositioning and Reebok India enjoyed the highest QCS scores within the Reebok Global Universe.
She She is on the Board of The Marketing Society India and features in Asia’s Top 50 Brand Leaders in the CMO Asia Awards, Singapore, Leadership Award at the 4th Femina Women Leadership Awards, Impact’s Most Influential Women in Marketing and Media, Top 10 young marketing heads of India by Pitch Magazine and Most Influential Marketer of the year (Sports Category), by Brand Academy. She is also an Active Speaker and Jury member at forums like ET Spott Awards, HT Brand Studio, SHEORES, IAMAI, Exchange4Media, DMAI, Social Samosa, Deloitte’s Digital Workshops, Content Marketing Asia Summit etc. She has been a mentor and strategic advisor to start-ups in the Tech, Lifestyle and FMCG space, some notable ones being The North East Project, Wadhwani Foundation, Dockabl and Inc42. An alumnus of MICA, she started her career in Telecommunications, went on to head Marketing for a top Retail Brand and is currently a Business Leader at Twitter. She is passionate about Businesses and Brands that are built on purpose and passion and advocates these two the most through her work and webinars. In her free time, she loves to read, binge watch and attend dance classes.