Rajesh Sethuraman
Vice President - Brand Experience (Marketing Specialist)
Blackberrys Menswear
Rajesh Sethuraman is an accomplished sales & marketing professional renowned for his expertise in planning and implementing comprehensive growth strategies to drive business success. Passionate about brand strategy, digital ecosystems, consumer experience, and research, Rajesh has accumulated diverse experience across various industries including telecom, lifestyle, consumer durables, retail, and fashion.With over 22 years of experience, he has made significant contributions to renowned brands such as RPG, Titan, Reliance, Spencer’s, Walmart, Vishal Megamart, and the Landmark group.Outside of the professional realm, Rajesh is an avid sports and wildlife enthusiast. He is deeply committed to supporting the cause of providing education for underprivileged children in India, reȷecting his strong sense of social responsibility and community engagement.
Key Campaigns/ Martech Implementations in the last 2 years
Conceptualised and created a new property at the ICC Mens ODI through ‘Wardrobe Partner’ where the anchors of the Cricket Live Show wore Blackberrys merchandise for every match which was further ampliȱ ed digitally and at store Rolled out a program called STYLO which enables brandlovers to recommend a perfect style for an unique occasion through a platform created by Blackberrys thereby encouraging a personalised wish which has resulted in positive sentiment towards brand as well as revenue Rolled out a ‘custom made tool’ over 350+ stores which has empowered every store to curate personalised conversation with their top consumers
Impact of the Implementations
World Cup – 50% increase on TOMA (Top of mind awareness) STYLO- 15% of consumers recommended their friends and family adding 2% revenue at org level Consumer connect tool – Enabled increase of repeat by over 12%
Key Learnings
- Do what is right for consumer and hence will do right for brand
- Stay relevant at all times to consumers driven by technology to have meaningful conversations and experiences
- Enable front end team to live your brand purpose daily through creating an eco-system, and one can create brand love among consumers
Career History
- Blackberrys Menswear
VP – Brand Experience (Marketing Specialist)May 2022 – present
- Landmark Group
Head – Marketing, Easybuy FormatJun 2018 – May 2022
- Vishal Mega Mart
Head of MarketingAug 2014 – May 2018
- Bharti Retail Ltd. (Easyday – Walmart Venture)
Marketing OperationsFeb 2012 – Aug 2014
- Spencer’s Retail
Chief Manager – National Consumer ActivationAug 2007 – Feb 2012
- Reliance Industries Ltd.
Area ManagerOct 2004 – Nov 2006
- Titan Industries Executive
Jan 2003 – Oct 2004
Top Marketing Strategies Aided by Technology
- One view of consumer between online and offline channels
- Attribution of digital discover to offline shopping
- Mass personalisation of meaningful conversations
Business Mantra
Meaningfully partner with your consumers and they will support you unconditionally.
Blackberrys Menswear
In 1991, Nitin Mohan co-founded Blackberrys along with his brother Nikhil Mohan. The journey began from a store in Chandni Chowk, Delhi – 6. From formal wear like trousers, suits, jackets and blazers, the brand later added semi-formal and casual offerings such as khakis, shirts, denim, T-shirts and innerwear, and even shoes and accessories.
The Mohan brothers have established multiple centres under Mohan Clothing Pvt. Ltd.
About ETP
ETP Group is a leading Unified Commerce Solutions company with a 35-year track record of delivering top-of-the-line retail technology products across 24 countries in Asia Pacific. ETP's strength lies in its ability to provide robust and innovative retail solutions built with the latest technology, architecture, and design. ETP's comprehensive suite encompasses a broad spectrum of retail needs, from omni-channel POS and retail store operations, CRM and loyalty management to unified promotions, inventory management, order management systems, product information management, and seamless integration with marketplaces and e-commerce platforms. .
