A look at what I do, my impact, and who I like to work with.
A look at what I do, my impact, and who I like to work with.
A look at what I do, my impact, and who I like to work with.
My Work
My Work
My Work
Building brands with soul, strategy, and lasting impact
Building brands with soul, strategy, and lasting impact
Building brands with soul, strategy, and lasting impact
Building brands with soul, strategy, and lasting impact
I’ve helped transform brands across beauty, multiple facets of healthcare, beverages, and tech—brands that don’t just sell, but shape how people see themselves and the world around them.
I’ve helped transform brands across beauty, multiple facets of healthcare, beverages, and tech—brands that don’t just sell, but shape how people see themselves and the world around them.
I’ve helped transform brands across beauty, multiple facets of healthcare, beverages, and tech—brands that don’t just sell, but shape how people see themselves and the world around them.
From legacy icons to ambitious startups, my work lives at the intersection of cultural insight and strategic clarity. Across both early-stage environments and established global brands, I’ve seen how clarity of purpose transforms everything
From legacy icons to ambitious startups, my work lives at the intersection of cultural insight and strategic clarity. Whether guiding a seed-stage company finding its voice or reimagining a household name for the next generation, I build brands that feel human, relevant & unforgettable.
I’ve helped transform brands across beauty, healthcare, spirits, and tech—brands that don’t just sell, but shape how people see themselves and the world around them.
From legacy icons to ambitious startups, my work lives at the intersection of cultural insight and strategic clarity. Whether guiding a seed-stage company finding its voice or reimagining a household name for the next generation, I build brands that feel human, relevant & unforgettable.
From legacy icons to ambitious startups, my work lives at the intersection of cultural insight and strategic clarity. Whether guiding a seed-stage company finding its voice or reimagining a household name for the next generation, I build brands that feel human, relevant & unforgettable.
Iconic brands, tangible results
I have built my career inside pivotal cultural moments:
Botox Cosmetic: Refreshing a legacy brand
Botox faced mounting pressure from new competitors while cultural stigma persisted and beauty standards evolved. After 20 years without a brand refresh, celebrity-led campaigns had made the brand feel unrelatable and out of touch. Through consumer research, I uncovered a critical insight: people wanted to see themselves reflected in the brands they trusted—not unattainable celebrities. As brand lead, I repositioned Botox from aspirational celebrity endorsements to a brand for every woman. I reframed the category conversation around empowerment and personal choice, then launched "Real Women, Real Results"—a campaign featuring diverse, everyday women that made Botox accessible and relatable to underserved audiences.
The Result:
85% market share despite aggressive new competition
Reignited category leadership in a commoditized market
Strengthened emotional connection and relatibility scores
The Result:
The campaign reignited category leadership, expanded brand relevance among key growth segments, strengthened emotional connection and led to 85% market share despite new competitors.
The Result:
The campaign reignited category leadership, expanded brand relevance among key growth segments, strengthened emotional connection and led to 85% market share despite new competitors.
Alto Pharmacy
I was hired as the first head of marketing for Alto Pharmacy, a small local pharmacy with a brilliant product and sky-high NPS, but no brand strategy, no consumer awareness, and a category dominated by legacy pharmacies. Revenue had plateaued, expansion was stalled, and Alto needed a brand that could scale nationally. What I Led Complete brand transformation rooted in consumer insight Reframed Alto’s role from “delivery pharmacy” to “ongoing care partner” Opened up a new direct to consumer channel Built the brand foundation: mission, positioning, narrative, verbal + visual identity and relaunched with this new identity Established the consumer marketing function from scratch Unified brand, product, growth, and experience teams around a clear north star.
The Result:
Revenue increased by 2X
Raised the company’s largest fundraise
The rebranding catalyzed national expansion
Became a pre-IPO unicorn
Built a brand with an 80+ NPS (category NPS is single digits)
The Result:
Revenue more than doubled
Raised the company’s largest fundraise
Expanded nationally
Became a pre-IPO unicorn
Built a brand consistently rated 80+ NPS in a category where most score in single digits
The Result:
Revenue more than doubled
Raised the company’s largest fundraise
Expanded nationally
Became a pre-IPO unicorn
Built a brand consistently rated 80+ NPS in a category where most score in single digits
Bacardi Breezer
I launched Bacardi's first flavored ready-to-drink beverage in the Indian market - where alcohol consumption carried complex cultural codes, particularly around gender, social image, and acceptability. I decoded the intricate cultural nuances around alcohol consumption and positioned Breezer to meet an existing but underserved demand for lighter, flavored alcoholic beverages that aligned with how people actually wanted to socialize.
The Result:
Bacardi Breezer became the largest selling flavored RTD in the country
The Result:
Bacardi Breezer became the largest selling RTD in the country
The Result:
Bacardi Breezer became the largest selling RTD in the country.
Genentech & Eli Lilly
Most recently, I launched Lilly's leading GLP1 brand, Zepbound while navigating the evolving cultural conversation around GLP-1 medications and the redefinition of health, identity, and worth.
Startups & Emerging Brands
My time working around early-stage environments—from superfoods to mental health—has given me a deep appreciation for how young companies define who they are, why they matter, and how they cut through noise with heart and clarity
Iconic brands, tangible results
I have built my career inside pivotal cultural moments:
Botox Cosmetic: Refreshing a legacy brand
Botox faced mounting pressure from new competitors while cultural stigma persisted and beauty standards evolved. After 20 years without a brand refresh, celebrity-led campaigns had made the brand feel unrelatable and out of touch. Through consumer research, I uncovered a critical insight: people wanted to see themselves reflected in the brands they trusted—not unattainable celebrities. As brand lead, I repositioned Botox from aspirational celebrity endorsements to a brand for every woman. I reframed the category conversation around empowerment and personal choice, then launched "Real Women, Real Results"—a campaign featuring diverse, everyday women that made Botox accessible and relatable to underserved audiences.
The Result:
85% market share despite aggressive new competition
Reignited category leadership in a commoditized market
Strengthened emotional connection and relatibility scores
The Result:
The campaign reignited category leadership, expanded brand relevance among key growth segments, strengthened emotional connection and led to 85% market share despite new competitors.
The Result:
The campaign reignited category leadership, expanded brand relevance among key growth segments, strengthened emotional connection and led to 85% market share despite new competitors.
Alto Pharmacy
I was hired as the first head of marketing for Alto Pharmacy, a small local pharmacy with a brilliant product and sky-high NPS, but no brand strategy, no consumer awareness, and a category dominated by legacy pharmacies. Revenue had plateaued, expansion was stalled, and Alto needed a brand that could scale nationally. What I Led Complete brand transformation rooted in consumer insight Reframed Alto’s role from “delivery pharmacy” to “ongoing care partner” Opened up a new direct to consumer channel Built the brand foundation: mission, positioning, narrative, verbal + visual identity and relaunched with this new identity Established the consumer marketing function from scratch Unified brand, product, growth, and experience teams around a clear north star.
The Result:
Revenue increased by 2X
Raised the company’s largest fundraise
The rebranding catalyzed national expansion
Became a pre-IPO unicorn
Built a brand with an 80+ NPS (category NPS is single digits)
The Result:
Revenue more than doubled
Raised the company’s largest fundraise
Expanded nationally
Became a pre-IPO unicorn
Built a brand consistently rated 80+ NPS in a category where most score in single digits
The Result:
Revenue more than doubled
Raised the company’s largest fundraise
Expanded nationally
Became a pre-IPO unicorn
Built a brand consistently rated 80+ NPS in a category where most score in single digits
Bacardi Breezer
I launched Bacardi's first flavored ready-to-drink beverage in the Indian market - where alcohol consumption carried complex cultural codes, particularly around gender, social image, and acceptability. I decoded the intricate cultural nuances around alcohol consumption and positioned Breezer to meet an existing but underserved demand for lighter, flavored alcoholic beverages that aligned with how people actually wanted to socialize.
The Result:
Bacardi Breezer became the largest selling flavored RTD in the country
The Result:
Bacardi Breezer became the largest selling RTD in the country
The Result:
Bacardi Breezer became the largest selling RTD in the country.
Genentech & Eli Lilly
Most recently, I launched Lilly's leading GLP1 brand, Zepbound while navigating the evolving cultural conversation around GLP-1 medications and the redefinition of health, identity, and worth.
Startups & Emerging Brands
My time working around early-stage environments—from superfoods to mental health—has given me a deep appreciation for how young companies define who they are, why they matter, and how they cut through noise with heart and clarity
Iconic brands, tangible results
I have built my career inside pivotal cultural moments:
Botox Cosmetic: Refreshing a legacy brand
Botox faced mounting pressure from new competitors while cultural stigma persisted and beauty standards evolved. After 20 years without a brand refresh, celebrity-led campaigns had made the brand feel unrelatable and out of touch. Through consumer research, I uncovered a critical insight: people wanted to see themselves reflected in the brands they trusted—not unattainable celebrities. As brand lead, I repositioned Botox from aspirational celebrity endorsements to a brand for every woman. I reframed the category conversation around empowerment and personal choice, then launched "Real Women, Real Results"—a campaign featuring diverse, everyday women that made Botox accessible and relatable to underserved audiences.
The Result:
85% market share despite aggressive new competition
Reignited category leadership in a commoditized market
Strengthened emotional connection and relatibility scores
The Result:
The campaign reignited category leadership, expanded brand relevance among key growth segments, strengthened emotional connection and led to 85% market share despite new competitors.
The Result:
The campaign reignited category leadership, expanded brand relevance among key growth segments, strengthened emotional connection and led to 85% market share despite new competitors.
Alto Pharmacy
I was hired as the first head of marketing for Alto Pharmacy, a small local pharmacy with a brilliant product and sky-high NPS, but no brand strategy, no consumer awareness, and a category dominated by legacy pharmacies. Revenue had plateaued, expansion was stalled, and Alto needed a brand that could scale nationally. What I Led Complete brand transformation rooted in consumer insight Reframed Alto’s role from “delivery pharmacy” to “ongoing care partner” Opened up a new direct to consumer channel Built the brand foundation: mission, positioning, narrative, verbal + visual identity and relaunched with this new identity Established the consumer marketing function from scratch Unified brand, product, growth, and experience teams around a clear north star.
The Result:
Revenue increased by 2X
Raised the company’s largest fundraise
The rebranding catalyzed national expansion
Became a pre-IPO unicorn
Built a brand with an 80+ NPS (category NPS is single digits)
The Result:
Revenue more than doubled
Raised the company’s largest fundraise
Expanded nationally
Became a pre-IPO unicorn
Built a brand consistently rated 80+ NPS in a category where most score in single digits
The Result:
Revenue more than doubled
Raised the company’s largest fundraise
Expanded nationally
Became a pre-IPO unicorn
Built a brand consistently rated 80+ NPS in a category where most score in single digits
Bacardi Breezer
I launched Bacardi's first flavored ready-to-drink beverage in the Indian market - where alcohol consumption carried complex cultural codes, particularly around gender, social image, and acceptability. I decoded the intricate cultural nuances around alcohol consumption and positioned Breezer to meet an existing but underserved demand for lighter, flavored alcoholic beverages that aligned with how people actually wanted to socialize.
The Result:
Bacardi Breezer became the largest selling flavored RTD in the country
The Result:
Bacardi Breezer became the largest selling RTD in the country
The Result:
Bacardi Breezer became the largest selling RTD in the country.
Genentech & Eli Lilly
Most recently, I launched Lilly's leading GLP1 brand, Zepbound while navigating the evolving cultural conversation around GLP-1 medications and the redefinition of health, identity, and worth.
Startups & Emerging Brands
My time working around early-stage environments—from superfoods to mental health—has given me a deep appreciation for how young companies define who they are, why they matter, and how they cut through noise with heart and clarity
Iconic brands, tangible results
I have built my career inside pivotal cultural moments:
Botox Cosmetic: Refreshing a legacy brand
Botox faced mounting pressure from new competitors while cultural stigma persisted and beauty standards evolved. After 20 years without a brand refresh, celebrity-led campaigns had made the brand feel unrelatable and out of touch. Through consumer research, I uncovered a critical insight: people wanted to see themselves reflected in the brands they trusted—not unattainable celebrities. As brand lead, I repositioned Botox from aspirational celebrity endorsements to a brand for every woman. I reframed the category conversation around empowerment and personal choice, then launched "Real Women, Real Results"—a campaign featuring diverse, everyday women that made Botox accessible and relatable to underserved audiences.
The Result:
85% market share despite aggressive new competition
Reignited category leadership in a commoditized market
Strengthened emotional connection and relatibility scores
The Result:
The campaign reignited category leadership, expanded brand relevance among key growth segments, strengthened emotional connection and led to 85% market share despite new competitors.
The Result:
The campaign reignited category leadership, expanded brand relevance among key growth segments, strengthened emotional connection and led to 85% market share despite new competitors.
Alto Pharmacy
I was hired as the first head of marketing for Alto Pharmacy, a small local pharmacy with a brilliant product and sky-high NPS, but no brand strategy, no consumer awareness, and a category dominated by legacy pharmacies. Revenue had plateaued, expansion was stalled, and Alto needed a brand that could scale nationally. What I Led Complete brand transformation rooted in consumer insight Reframed Alto’s role from “delivery pharmacy” to “ongoing care partner” Opened up a new direct to consumer channel Built the brand foundation: mission, positioning, narrative, verbal + visual identity and relaunched with this new identity Established the consumer marketing function from scratch Unified brand, product, growth, and experience teams around a clear north star.
The Result:
Revenue increased by 2X
Raised the company’s largest fundraise
The rebranding catalyzed national expansion
Became a pre-IPO unicorn
Built a brand with an 80+ NPS (category NPS is single digits)
The Result:
Revenue more than doubled
Raised the company’s largest fundraise
Expanded nationally
Became a pre-IPO unicorn
Built a brand consistently rated 80+ NPS in a category where most score in single digits
The Result:
Revenue more than doubled
Raised the company’s largest fundraise
Expanded nationally
Became a pre-IPO unicorn
Built a brand consistently rated 80+ NPS in a category where most score in single digits
Bacardi Breezer
I launched Bacardi's first flavored ready-to-drink beverage in the Indian market - where alcohol consumption carried complex cultural codes, particularly around gender, social image, and acceptability. I decoded the intricate cultural nuances around alcohol consumption and positioned Breezer to meet an existing but underserved demand for lighter, flavored alcoholic beverages that aligned with how people actually wanted to socialize.
The Result:
Bacardi Breezer became the largest selling flavored RTD in the country
The Result:
Bacardi Breezer became the largest selling RTD in the country
The Result:
Bacardi Breezer became the largest selling RTD in the country.
Genentech & Eli Lilly
Most recently, I launched Lilly's leading GLP1 brand, Zepbound while navigating the evolving cultural conversation around GLP-1 medications and the redefinition of health, identity, and worth.
Startups & Emerging Brands
My time working around early-stage environments—from superfoods to mental health—has given me a deep appreciation for how young companies define who they are, why they matter, and how they cut through noise with heart and clarity
My Approach
Strategy with soul. Brands with meaning. Growth with heart.
Where brand thinking becomes a catalyst for good. I believe the best brands aren’t just bought, they’re believed in. They create value by creating meaning. They make life easier, better, or more beautiful. They solve human problems with intelligence and empathy. They shape culture, behavior, and belief. This Work & Impact page is a reflection of the brands I’ve built and the ones I hope to help build next.
My areas of
Expertise
Brand development & growth strategy shaped by cultural truth.
Consumer insight & brand positioning founded on human truths
Shaping a brand's mission, purpose, and competitive edge into coherent brand narratives
Building and scaling consumer marketing functions in high-growth environments
A commitment to thought leadership and talent development within organizations
A belief in making brand and marketing principles accessible to teams of all sizes
I am open to meaningful conversations about brand, culture, and impact.
My Approach
Strategy with soul. Brands with meaning. Growth with heart.
Where brand thinking becomes a catalyst for good. I believe the best brands aren’t just bought, they’re believed in. They create value by creating meaning. They make life easier, better, or more beautiful. They solve human problems with intelligence and empathy. They shape culture, behavior, and belief. This Work & Impact page is a reflection of the brands I’ve built and the ones I hope to help build next.
My areas of
Expertise
Brand development & growth strategy shaped by cultural truth.
Consumer insight & brand positioning founded on human truths
Shaping a brand's mission, purpose, and competitive edge into coherent brand narratives
Building and scaling consumer marketing functions in high-growth environments
A commitment to thought leadership and talent development within organizations
A belief in making brand and marketing principles accessible to teams of all sizes
I am open to meaningful conversations about brand, culture, and impact.
My Approach
Strategy with soul. Brands with meaning. Growth with heart.
Where brand thinking becomes a catalyst for good. I believe the best brands aren’t just bought, they’re believed in. They create value by creating meaning. They make life easier, better, or more beautiful. They solve human problems with intelligence and empathy. They shape culture, behavior, and belief. This Work & Impact page is a reflection of the brands I’ve built and the ones I hope to help build next.
My areas of Expertise
Brand development & growth strategy shaped by cultural truth.
Deep consumer insights and behavior-led positioning
Shaping a brand's mission, purpose, and competitive edge into coherent brand narratives
Building and scaling consumer marketing functions in high-growth environments
A commitment to thought leadership and talent development within organizations
A belief in making brand and marketing principles accessible to teams of all sizes
I am open to meaningful conversations about brand, culture, and impact.
My Approach
Strategy with soul. Brands with meaning. Growth with heart.
Where brand thinking becomes a catalyst for good. I believe the best brands aren’t just bought, they’re believed in. They create value by creating meaning. They make life easier, better, or more beautiful. They solve human problems with intelligence and empathy. They shape culture, behavior, and belief. This Work & Impact page is a reflection of the brands I’ve built and the ones I hope to help build next.
My areas of Expertise
Brand development & growth strategy shaped by cultural truth.
Consumer insight & brand positioning founded on human truths
Shaping a brand's mission, purpose, and competitive edge into coherent brand narratives
Building and scaling consumer marketing functions in high-growth environments
A commitment to thought leadership and talent development within organizations
A belief in making brand and marketing principles accessible to teams of all sizes
I am open to meaningful conversations about brand, culture, and impact.
Featured on Adweek
September 14, 2020
The playbook for brand building has undergone a metamorphosis. And to call it a playbook limits its true purpose of enabling brand custodians to evolve the brand to fit purposefully into the world of its consumers even as their values shift. Perhaps the word compass is more fitting...
Featured on Adweek
September 14, 2020
The playbook for brand building has undergone a metamorphosis. And to call it a playbook limits its true purpose of enabling brand custodians to evolve the brand to fit purposefully into the world of its consumers even as their values shift. Perhaps the word compass is more fitting...
Featured on Adweek
September 14, 2020
The playbook for brand building has undergone a metamorphosis. And to call it a playbook limits its true purpose of enabling brand custodians to evolve the brand to fit purposefully into the world of its consumers even as their values shift. Perhaps the word compass is more fitting...
Featured on Adweek
January 20, 2021
I am proud that I can say “Madam Vice President” to the first Southeast Asian-American, the first African-American and the first female vice president in U.S. history. I am energized that millions of girls will see endless possibilities rather than endless limitations for themselves and those who look like them, and know that they not only can play any role they wish to and work hard at, but that they can start movements and create opportunities when none exist...
Featured on Adweek
January 20, 2021
I am proud that I can say “Madam Vice President” to the first Southeast Asian-American, the first African-American and the first female vice president in U.S. history. I am energized that millions of girls will see endless possibilities rather than endless limitations for themselves and those who look like them, and know that they not only can play any role they wish to and work hard at, but that they can start movements and create opportunities when none exist...
Featured on Adweek
January 20, 2021
I am proud that I can say “Madam Vice President” to the first Southeast Asian-American, the first African-American and the first female vice president in U.S. history. I am energized that millions of girls will see endless possibilities rather than endless limitations for themselves and those who look like them, and know that they not only can play any role they wish to and work hard at, but that they can start movements and create opportunities when none exist...
"Work is love made visible"
"Work is love made visible"
- Khalil Gibran
- Khalil Gibran
Some more of my writing!
More writing on branding, wellness, and purpose:
🔗 medium.com/@dikshaidnani
Some more
of my writing!
More writing on branding, wellness, and purpose:
🔗 medium.com/@dikshaidnani
Some more of my writing!
More writing on branding, wellness, and purpose:
🔗 medium.com/@dikshaidnani
Some more of my writing!
More writing on branding, wellness, and purpose:
🔗 medium.com/@dikshaidnani
"Work is love made visible"
- Khalil Gibran
"Work is love made visible"
- Khalil Gibran
Copyright © 2025 Diksha Idnani
The views expressed here are my own and do not reflect the views of my employer.
Information
Copyright © 2025 Diksha Idnani
The views expressed here are my own and do not reflect the views of my employer.
Information
Copyright © 2025 Diksha Idnani
The views expressed here are my own and do not reflect the views of my employer.
Information
Copyright © 2025 Diksha Idnani
The views expressed here are my own and do not reflect the views of my employer.
Information