01
Leadership review
Ritika Mehta
Chief Marketing Officer · India · Global perspective
Turning customer understanding into enduring brand value.
Open to
- Board appointments
- Advisory roles
- Speaking invitations
Highlights
The year, and the years before it, at a glance.
#1
Category brand
From fourth in three years
2.6×
Customer lifetime value
Through loyalty and experience redesign
19
Markets launched
One brand, locally fluent
34
Effectiveness awards
For work that moved the business
A letter from the chief marketing officer
Dear reader,
Strong brands begin with a precise understanding of the customer and become valuable through consistent commercial choices. I connect positioning, experience and growth measurement, while staying honest about what the evidence can attribute to marketing.
I help organisations connect a clear market position with a customer experience that earns it. My work spans brand strategy, growth and the development of marketing capabilities that bring customer understanding into enterprise decisions.
Ritika Mehta
Chief Marketing Officer
Strategic priorities
Where I focus my leadership.
02
Customer experience
03
Growth marketing
04
Market intelligence
Performance
What the priorities delivered.
Priority outcome 01
Brand transformation
An expanding portfolio had blurred the organisation's proposition. I led work to understand the choices customers were making, clarify the role of each offer and establish a more coherent brand architecture. The programme aligned leadership around a common narrative and gave customer-facing teams a practical framework for communicating it.
Priority outcome 02
Customer growth
Acquisition activity and customer experience were managed in separate conversations. We brought the journey into a single view, identified the moments that shaped confidence and linked marketing priorities with product and service decisions. The work created clearer accountability for the experience behind the campaign promise.
Priority outcome 03
Market creation
Entering an unfamiliar segment required more than a new campaign. I worked with commercial teams to test the proposition, understand adoption barriers and develop evidence that helped customers evaluate the offer. We sequenced market activity around what we were learning, rather than committing every channel before the proposition had been tested.
Year in review
A career, chapter by chapter.
- 2020 — Present
Chief Marketing Officer
Aldermoor Group
Leading brand strategy, customer understanding and the marketing contribution to commercial growth. Connecting positioning, channel choices and customer experience with the enterprise's priorities.
- 2016 — 2020
Vice President, Brand & Growth
Fairhaven Holdings
Developed brand and growth programmes with sales, product and customer teams. Built capability in customer research, campaign evaluation and the translation of positioning into a consistent experience.
- 2012 — 2017
Global Brand Director
Aurelia Consumer
Repositioned a heritage brand for a younger audience without losing its loyal core, and doubled its share of growth markets.
- 2006 — 2012
Marketing Manager, Emerging Markets
Harrow & Vale Industries
Launched products in seven markets and learned that customer insight travels further than advertising.
Governance
Board and committee service.
Current appointments
Aurelia Consumer
Independent Director
Customer & Brand (Chair) · ESG
2023 — Present
The Creative Futures Trust
Trustee
Programmes
2019 — Present
Committee experience
- Customer & Brand
- ESG
- Programmes
Stakeholder voices
What those I have served alongside say.
Brought the customer into every boardroom conversation, with evidence rather than adjectives.
A brand builder who understands the P&L as well as the poetry.
Outlook
Perspectives on what comes next.
Positioning is a choice the business must deliver
A brand promise should be recognisable in product, service and commercial behaviour.
Read the essayGrowth measurement needs honest boundaries
A change in revenue can reflect pricing, distribution, product, sales execution and market conditions as well as marketing.
Read the essayCustomer insight should change a decision
Research has limited value if the organisation cannot name what it will do differently as a result.
Read the essayRecognition
Awards & honours
- Marketer of the YearThe Brand Effectiveness Awards2024
- Women in Leadership — MarketingThe Boardroom Review2022
Media
In the news
The Brand Effectiveness Journal · 2025
“How a fourth-placed brand became the category leader”
The Boardroom Review · 2024
“Why the board should own brand risk”
The Leadership Ledger podcast · 2023
“Episode 104 — Customer truth over campaign noise”
An invitation
Looking ahead with Ritika.
Board appointments, advisory mandates and conversations about the decisions ahead.
Open to
- Board appointments
- Advisory roles
- Speaking invitations
office@ritikamehta.example