{"v":1,"built":"2026-10-12T09:19:01.455Z","docs":[{"id":"topics/brand-growth-strategy","url":"/topics/brand-growth-strategy","title":"Brand and growth strategy","kind":"topic","topic":"brand-growth-strategy","description":"Brand strategy kept in step with the P&L, and communication plans built to hit measurable targets."},{"id":"topics/ai-video-automation","url":"/topics/ai-video-automation","title":"Digital transformation and AI in marketing","kind":"topic","topic":"ai-video-automation","description":"AI chatbots, CRM, customer-journey automation and AI-led digital business, put to work rather than piloted."},{"id":"topics/digital-marketing","url":"/topics/digital-marketing","title":"Performance and digital marketing","kind":"topic","topic":"digital-marketing","description":"Lead generation, search and social built around the numbers the business cares about: CAC, CPL and return."},{"id":"topics/web-design-development","url":"/topics/web-design-development","title":"Web, apps and content","kind":"topic","topic":"web-design-development","description":"Sites, apps and content that load fast, launch well and turn attention into customers."},{"id":"topics/healthcare-marketing","url":"/topics/healthcare-marketing","title":"Healthcare and wellness marketing","kind":"topic","topic":"healthcare-marketing","description":"One industry lens: marketing for clinics and wellness brands, where trust matters more than reach."},{"id":"topics/marketing-law-compliance","url":"/topics/marketing-law-compliance","title":"Marketing law and compliance","kind":"topic","topic":"marketing-law-compliance","description":"The rules that govern advertising, data and promotions in India, the USA, the UK, Latin America and the UAE, one rule per article."},{"id":"services/marketing-leadership-advisory","url":"/services/marketing-leadership-advisory","title":"Marketing leadership advisory","kind":"page","description":"Senior marketing leadership for founders and CEOs: strategy, team structure and budget decisions, from someone who has run national marketing."},{"id":"services/performance-marketing-review","url":"/services/performance-marketing-review","title":"Performance marketing review","kind":"page","description":"An independent review of your Google, Meta and affiliate spend: where the money goes, what each lead really costs, and what to change first."},{"id":"services/ai-marketing-transformation","url":"/services/ai-marketing-transformation","title":"Digital transformation and AI in marketing","kind":"page","description":"Putting AI chatbots, CRM automation, lead scoring and WhatsApp journeys to work in a marketing team, with the governance to keep them safe."},{"id":"services/brand-go-to-market-strategy","url":"/services/brand-go-to-market-strategy","title":"Brand and go-to-market strategy","kind":"page","description":"Positioning, launch plans and integrated communication for new products, apps and markets, planned against the numbers the business runs on."},{"id":"services/speaking-and-workshops","url":"/services/speaking-and-workshops","title":"Speaking and team workshops","kind":"page","description":"Talks and hands-on workshops on marketing leadership, performance marketing and AI in marketing, for conferences, colleges and in-house teams."},{"id":"home","url":"/","title":"Kanika Pahuja","kind":"page","description":"Kanika Pahuja is a marketing leader in India with 18+ years across wellness, EdTech, D2C, FMCG, retail and real estate. She ran national marketing for 100+ centres with a ₹1.2 Cr monthly performance budget and led digital transformation and AI-driven customer journeys at VLCC."},{"id":"about","url":"/about","title":"About Kanika Pahuja","kind":"page","description":"Kanika Pahuja is a marketing leader in India with 18+ years across wellness, EdTech, D2C, FMCG, retail and real estate. She ran national marketing for 100+ centres with a ₹1.2 Cr monthly performance budget and led digital transformation and AI-driven customer journeys at VLCC."}],"passages":[{"d":0,"h":"Brand and growth strategy","a":"","t":"Brand strategy kept in step with the P&L, and communication plans built to hit measurable targets. A brand earns its keep when its strategy moves with the business: new products, new channels and new customers, all planned against the numbers the company runs on. Writing filed here covers brand strategy, integrated communication, go-to-market for products and apps, reputation and referrals.","v":"4b2f080a5fb3e9ef993abec0"},{"d":0,"h":"Kanika Pahuja's experience in Brand and growth strategy","a":"topic-practice","t":"At VLCC, Kanika launched the D2C app, the Expert app and a progressive web app, introducing subscriptions and video consultations: brand strategy that had to pay its way as new revenue lines. At Laiqa, a D2C FemTech brand, the app's content and communication delivered a 20% increase in user engagement. Her agency years, 2008 to 2013 at Ogilvy, Law & Kenneth and Percept Hakuhodo, covered brands as different as Dabur Oral Care, OVS, The Beer Café, DLF and Shipra.","v":"6e28e001351af3dc59ab0f17"},{"d":0,"h":"Questions about Brand and growth strategy","a":"topic-questions","t":"What is brand and growth strategy? Brand and growth strategy is the plan that links what a brand stands for to how the business grows: which customers, products and channels to pursue, and how each is measured. It keeps brand work answerable to the same numbers as the rest of the company. How do you measure brand strategy? Measure it with the business numbers it should move over time: repeat purchase, referral share, branded search and the cost of acquiring customers. Awareness scores alone say little about whether the strategy is working.","v":"346c91f390dfc15f0096549e"},{"d":1,"h":"Digital transformation and AI in marketing","a":"","t":"AI chatbots, CRM, customer-journey automation and AI-led digital business, put to work rather than piloted. AI and automation change what a marketing team can run: conversations at scale, journeys that adapt, and operations that move from paper to software. The judgement about what is worth doing still sits with people. Writing filed here covers AI in marketing teams, chatbots and WhatsApp, CRM and customer-journey automation, AI video and content workflows.","v":"0506857f00218a1e590b571a"},{"d":1,"h":"Kanika Pahuja's experience in Digital transformation and AI in marketing","a":"topic-practice","t":"Kanika led VLCC's digital transformation: AI-driven CRM journey automation and lead scoring, and WhatsApp bot and AI chatbot integrations. She launched VLCC's D2C app, Expert app and progressive web app with subscriptions and video consultations. She holds a Diploma in Cyber Law, which shapes how she approaches data, consent and automation.","v":"86a88eb42882344261e8125a"},{"d":1,"h":"Questions about Digital transformation and AI in marketing","a":"topic-questions","t":"What does digital transformation mean in marketing? Digital transformation in marketing means changing how the marketing work itself is done, not only adding tools: moving enquiries, journeys and reporting onto connected systems so decisions use live data. The change in habits at every team and location matters more than the software. Where does AI help a marketing team most? AI helps most where a team handles high volumes of similar work with a clear measure: replying to and scoring leads, personalising journeys and repurposing content. It helps least where judgement, taste or accountability decide the outcome.","v":"fb317474a983cb66fc46eea0"},{"d":2,"h":"Performance and digital marketing","a":"","t":"Lead generation, search and social built around the numbers the business cares about: CAC, CPL and return. Digital marketing in India rewards teams that plan for the phone first, for many languages, and for audiences far beyond the metros. Writing filed here covers performance campaigns, SEO, social, marketing automation and measurement: choosing the metric that matters, and building everything else around it.","v":"76c3a8bde2a68a7acf7f987e"},{"d":2,"h":"Kanika Pahuja's experience in Performance and digital marketing","a":"topic-practice","t":"Kanika managed a ₹1.2 Cr monthly performance budget at VLCC across Google, Meta and affiliate networks. Performance campaigns she conceived there cut cost per lead by 15% and lifted click-through by 20% year on year. She directed national marketing for 100+ centres, where every lead had to turn into a booked visit at a real location.","v":"23b6c90d98cdc279c7a19afb"},{"d":2,"h":"Questions about Performance and digital marketing","a":"topic-questions","t":"How do you calculate return on ad spend? Return on ad spend (ROAS) equals average order value times conversion rate, divided by cost per click. Because the three multiply, modest gains in each beat a big gain in one: ₹1,200 order value, 2% conversion and ₹12 per click gives 2.0x; raising them to ₹1,440, 2.5% and ₹10 gives 3.6x on the same budget. Why are cheap leads often expensive? Cheap clicks and leads usually come from audiences that rarely buy, so conversion falls further than cost does. The real cost then shows up in sales or contact-centre time spent on people who never book.","v":"b5ade49d966734542338cab6"},{"d":3,"h":"Web, apps and content","a":"","t":"Sites, apps and content that load fast, launch well and turn attention into customers. A website or app is often the first conversation a brand has with someone. On patchy mobile networks, speed and clarity decide whether that conversation happens at all. Writing filed here covers sites and landing pages, app launches, e-commerce journeys, content and search visibility.","v":"9ddc135b88407903d6f90dfe"},{"d":3,"h":"Kanika Pahuja's experience in Web, apps and content","a":"topic-practice","t":"Kanika led the launch of VLCC's D2C app, Expert app and a progressive web app with subscriptions and video consultations. At Laiqa, the app's content and communication delivered a 20% increase in user engagement.","v":"617310deaa7a92279dacb4ce"},{"d":3,"h":"Questions about Web, apps and content","a":"topic-questions","t":"Should an Indian brand build an app or a progressive web app? Start with whatever your customers will actually use repeatedly. A progressive web app is lighter, needs no install and suits patchy networks and low-storage phones; a native app earns its place when customers come back often enough to keep it. What makes a website convert in India? Speed on mid-range phones, a clear reason to act on the first screen, and an easy next step such as WhatsApp or a short form. Heavy pages lose people on slow networks before the pitch is ever seen.","v":"8e8047df17fba7e5aa37cc75"},{"d":4,"h":"Healthcare and wellness marketing","a":"","t":"One industry lens: marketing for clinics and wellness brands, where trust matters more than reach. Healthcare and wellness marketing carries more responsibility than most categories: customers are anxious, claims are regulated, and trust is slow to earn and quick to lose. Writing filed here covers clinic and wellness marketing, compliance, patient communication, local search and reputation.","v":"db4f54c88413388552a6ffde"},{"d":4,"h":"Kanika Pahuja's experience in Healthcare and wellness marketing","a":"topic-practice","t":"Kanika spent over a decade at VLCC Healthcare, rising to Deputy General Manager, Marketing, and directing national marketing for 100+ centres across India. She led the digital side of that network: CRM journey automation, AI lead scoring, and WhatsApp bot and AI chatbot integrations for enquiries.","v":"ae41716091b5a70d70458cf5"},{"d":4,"h":"Questions about Healthcare and wellness marketing","a":"topic-questions","t":"How is healthcare marketing different from other marketing? Healthcare marketing works under stricter rules and higher stakes: claims are regulated, customers are often anxious, and trust built over years can be lost in one misleading ad. Accuracy and patient experience matter more than reach. How should a clinic chain handle enquiries from ads? Answer fast, qualify politely and book the visit: the gap between enquiry and first reply decides most bookings. Automation such as WhatsApp replies and lead scoring helps, with a person taking over for anything clinical.","v":"a592815ffdd42ec2f9b3baeb"},{"d":5,"h":"Marketing law and compliance","a":"","t":"The rules that govern advertising, data and promotions in India, the USA, the UK, Latin America and the UAE, one rule per article. Every market a brand sells into has its own rules on what an ad may claim, how customer data may be used and how promotions must be run. Breaking them costs more than fines: it costs trust. Each article here explains one rule in one country: what it is, why it exists, how to comply, where it applies, when it took effect and who it binds. They are general information, reviewed by a lawyer before publishing, and never a substitute for legal advice.","v":"23ea12012dce7f29ecc3a63b"},{"d":5,"h":"Kanika Pahuja's experience in Marketing law and compliance","a":"topic-practice","t":"Kanika has run marketing in regulated categories, including over a decade in healthcare and wellness at VLCC, where advertising claims, consent and patient communication all carry legal weight. She holds a Diploma in Cyber Law, the grounding for this library's coverage of data protection and digital marketing rules.","v":"dbb22018dade6299bbc4502c"},{"d":5,"h":"Questions about Marketing law and compliance","a":"topic-questions","t":"Which laws govern advertising in India? In India, advertising is governed mainly by the Consumer Protection Act 2019 and the CCPA's 2022 guidelines on misleading advertisements, the ASCI Code, the DPDP Act for customer data, TRAI's rules for SMS and calls, and sector laws for food, medicines, finance, tobacco and gaming. Do I need to follow another country's marketing laws if I sell there online? Usually yes. Consumer protection and data protection laws generally apply to businesses that target customers in that country, wherever the business is based. Check each market's rules before running ads or collecting data there, and take local legal advice.","v":"c1312a6420b89c859a683fd6"},{"d":6,"h":"Marketing leadership advisor for Indian brands","a":"","t":"Kanika Pahuja advises founders, CEOs and marketing heads in India on the decisions that shape a marketing function: strategy, team structure, budgets and priorities. It suits companies that need senior marketing judgement without, or before, a full-time hire. For: Founders and CEOs deciding what marketing should own and what it should cost; Marketing heads who want a sounding board for a reorganisation, a budget or a big launch; Businesses moving from agency-led to in-house marketing. Covers: Marketing strategy tied to the P&L, with targets the business already tracks; Team design: roles, agency versus in-house, and hiring priorities; Budget allocation across brand, performance and retention; Quarterly reviews of what is working and what to stop.","v":"b768bfc819df2910968eab77"},{"d":6,"h":"Experience behind Marketing leadership advisory","a":"experience","t":"Rose from Assistant Marketing Manager to Deputy General Manager, Marketing at VLCC Healthcare over more than a decade, including a term as Marketing Head. Directed national marketing for 100+ VLCC centres across India. Head of Marketing at Little Millennium Education (B2B franchise and B2C enrolment) and at Laiqa, a D2C FemTech brand.","v":"9cf1e6764a40203214382355"},{"d":6,"h":"Questions about Marketing leadership advisory","a":"questions","t":"What does a marketing leadership advisor do? A marketing leadership advisor helps the people who run a company make better marketing decisions: what to prioritise, how to structure the team, where to spend and how to measure it. The advisor works alongside the existing team rather than replacing it. Is this the same as a fractional CMO? It overlaps. Advisory is lighter: regular sessions and reviews rather than running the team day to day. If you need someone to lead the team through a period of change, say so in your enquiry and the scope can be shaped around it. Which industries does Kanika work with? Her record spans wellness and healthcare, EdTech, D2C and FemTech, FMCG, retail and real estate, across agency and in-house roles.","v":"4d24fd172330e4e0ba9867a2"},{"d":7,"h":"Performance marketing review and audit in India","a":"","t":"A performance marketing review is an independent look at your paid acquisition across Google, Meta and affiliate networks, judged on cost per lead, conversion and return rather than clicks. You get a short list of changes ranked by impact on what the business actually earns. For: Brands spending on Google and Meta who are not sure the spend is working; Multi-location businesses generating leads for centres, clinics or stores; Teams whose dashboards show cheap clicks but whose sales team sees poor leads. Covers: Account structure, targeting and creative across Google, Meta and affiliates; Lead quality: from enquiry to booked appointment or sale, not just cost per click; The three ratios behind return on ad spend: order value, conversion rate and cost per click; A ranked plan: what to fix this month, this quarter, and what to stop.","v":"32f6c9c4b64637d9c971b592"},{"d":7,"h":"Experience behind Performance marketing review","a":"experience","t":"Managed a ₹1.2 Cr monthly performance budget across Google, Meta and affiliate networks at VLCC. Conceived performance campaigns that cut cost per lead by 15% and lifted click-through by 20% year on year. Introduced AI lead scoring and CRM journey automation to connect ad spend to outcomes.","v":"18555e233e2f141a659ab7e0"},{"d":7,"h":"Questions about Performance marketing review","a":"questions","t":"What does a performance marketing audit check? It checks whether paid spend turns into revenue: account structure, targeting, creative, landing pages, tracking and, most importantly, what happens to leads after they arrive. Cheap leads that never convert are the most common hidden cost. How do you improve return on ad spend without raising the budget? Return on ad spend equals average order value times conversion rate, divided by cost per click. Small gains in all three multiply: better offers raise order value, faster follow-up and real reviews lift conversion, and stronger creative lowers cost per click. Chasing cheap audiences usually lowers conversion more than it saves. Do you need access to our ad accounts? Read-only access to the ad accounts and analytics is enough for a review. No changes are made without your team's sign-off.","v":"ee8f396039c8c39f6d26a5c8"},{"d":8,"h":"AI in marketing and digital transformation consultant, India","a":"","t":"Kanika Pahuja helps marketing teams in India move AI and automation from pilots into daily work: CRM journeys, lead scoring, WhatsApp and chatbot conversations, and AI-assisted content. The focus is on what changes revenue and customer experience, with clear rules on data and consent. For: Marketing teams with AI tools bought but not yet changing results; Businesses with high enquiry volumes that a contact centre struggles to follow up; Leaders planning a CRM or customer-journey overhaul. Covers: Where AI is worth using in your funnel, and where it is not; CRM journey automation and lead scoring design; WhatsApp bot and AI chatbot journeys that hand over to people at the right moment; Data and consent practices in line with India's DPDP Act.","v":"5a656255dbcf79eedbc40b30"},{"d":8,"h":"Experience behind Digital transformation and AI in marketing","a":"experience","t":"Led VLCC's digital transformation: AI-driven CRM journey automation and lead scoring, and WhatsApp bot and AI chatbot integrations. Led the launch of VLCC's D2C app, Expert app and progressive web app, introducing subscriptions and video consultations. Holds a Diploma in Cyber Law, useful ground for the data and consent side of automation.","v":"fe23be30cfacc2705ec19ebc"},{"d":8,"h":"Questions about Digital transformation and AI in marketing","a":"questions","t":"How should a marketing team start using AI? Start with one workflow that already has volume and a clear measure, such as lead follow-up or content repurposing, and prove the change there before spreading it. Tools bought without a workflow to change rarely move results. Can AI chatbots replace a contact centre? Not fully. They work best on the first reply, qualification and booking, then hand over to a person for anything sensitive or high value. The gain is speed: enquiries answered in seconds instead of hours. Does marketing automation in India need consent under the DPDP Act? Yes. The Digital Personal Data Protection Act requires a lawful basis, usually clear consent, for processing personal data for marketing, plus an easy way to withdraw it. Build consent into the journey from the start. This is general information, not legal advice.","v":"40db6b097968ff3560497256"},{"d":9,"h":"Brand and go-to-market strategy for apps and products in India","a":"","t":"Brand and go-to-market strategy turns a product, app or new market into a launch plan: who it is for, what it promises, which channels carry it and how success is measured. Kanika Pahuja builds these plans for Indian audiences, phone first and beyond the metros. For: Brands launching an app, a new product line or a subscription; Businesses entering new cities, segments or price points; Teams whose brand and performance marketing pull in different directions. Covers: Positioning and the core promise, tested against real customer language; Launch sequencing: owned, earned and paid channels; Integrated communication across digital, retail and partner channels; Measures for the launch and for the brand after it.","v":"e4eb1747b6b1c65b4043ecc8"},{"d":9,"h":"Experience behind Brand and go-to-market strategy","a":"experience","t":"Launched VLCC's D2C app, Expert app and progressive web app with subscriptions and video consultations. At Laiqa, a D2C FemTech brand, the app's content and communication delivered a 20% increase in user engagement. Agency years (2008 to 2013) at Ogilvy, Law & Kenneth and Percept Hakuhodo on Dabur Oral Care, OVS, The Beer Café, DLF and Shipra.","v":"6127dc97c0e2421ca3c014ec"},{"d":9,"h":"Questions about Brand and go-to-market strategy","a":"questions","t":"What is a go-to-market strategy? A go-to-market strategy is the plan for bringing a product to its first customers: the target audience, the promise, pricing, channels and the measures that show it is working. It connects brand decisions to sales targets. How is launching an app in India different? Most users are on mid-range phones and patchy networks, many prefer their own language, and growth increasingly comes from beyond the metros. App size, speed, vernacular content and WhatsApp-led onboarding matter more than in slower markets. Should brand or performance marketing come first? Neither alone. Performance captures demand that already exists; brand creates the demand performance later converts. A launch plan sets the balance for each stage and measures both.","v":"87ebe44046c0ee58715fe35b"},{"d":10,"h":"Marketing speaker and workshops for teams in India","a":"","t":"Kanika Pahuja speaks and runs workshops on marketing leadership, performance marketing and putting AI to work in marketing teams in India. Sessions draw on 18+ years across agencies and in-house leadership, and are built around practical tools the audience can use the next day. For: Conference and event organisers looking for a practitioner voice on Indian marketing; Companies upskilling marketing and sales teams on AI and performance marketing; Colleges and institutes with marketing and communication programmes. Covers: Keynotes and panels on where Indian marketing is heading; Workshops: AI in the marketing workflow, performance marketing that sales trusts, building for Bharat; Leadership sessions for new marketing heads; Formats from 30-minute talks to half-day workshops.","v":"feb53242ff4c374a66c383e1"},{"d":10,"h":"Experience behind Speaking and team workshops","a":"experience","t":"18+ years in marketing, from agencies (Ogilvy, Law & Kenneth, Percept Hakuhodo) to Deputy General Manager, Marketing at VLCC. Led national marketing for 100+ centres and VLCC's digital transformation. Postgraduate training in communication and media (Apeejay Institute of Management) and an MBA in Marketing Management.","v":"0020065c6de9c72ec272fe00"},{"d":10,"h":"Questions about Speaking and team workshops","a":"questions","t":"What topics does Kanika Pahuja speak on? Marketing leadership in India, performance marketing and lead quality, digital transformation and AI in marketing teams, app and product launches, and marketing for audiences beyond the metros. Can workshops be tailored to one company? Yes. In-house workshops are built around the team's own channels, data and goals, so the exercises use real campaigns rather than textbook cases. How do I book a talk or workshop? Send the date, audience, format and theme through the enquiry form on this site or email hello@kanikapahuja.com.","v":"d88f562d2259dafdc5bdbb10"},{"d":11,"h":"Kanika Pahuja","a":"","t":"Kanika Pahuja, marketing leader in India. Kanika Pahuja is a marketing leader in India with 18+ years across wellness, EdTech, D2C, FMCG, retail and real estate. She ran national marketing for 100+ centres with a ₹1.2 Cr monthly performance budget and led digital transformation and AI-driven customer journeys at VLCC.","v":"704f3a17900e9c791e2e8b90"},{"d":11,"h":"Questions about Kanika Pahuja","a":"questions","t":"Who is Kanika Pahuja? Kanika Pahuja is a marketing leader in India with 18+ years building brands and growth across wellness and healthcare, EdTech, D2C and FemTech, FMCG, retail and real estate. She spent over a decade at VLCC Healthcare, rising to Deputy General Manager, Marketing. What has Kanika Pahuja done? At VLCC she directed national marketing for 100+ centres, managed a ₹1.2 Cr monthly performance budget and led the digital transformation, including the D2C app, AI-driven CRM journeys and WhatsApp and chatbot integrations. She has also been Head of Marketing at Little Millennium Education and Laiqa, and began her career at Ogilvy, Law & Kenneth and Percept Hakuhodo. How can I work with Kanika Pahuja? She offers marketing leadership advisory, performance marketing reviews, AI and digital transformation in marketing, brand and go-to-market strategy, and speaking and workshops. Use the enquiry form on this site or email hello@kanikapahuja.com. Where is Kanika Pahuja based? She is based in Gurugram, in the Delhi NCR region, and works with companies across India, in person and remotely.","v":"aee8abd5c93d6f6e215c894f"},{"d":12,"h":"About Kanika Pahuja","a":"","t":"Kanika Pahuja is a marketing leader in India with 18+ years building brands and growth across wellness and healthcare, EdTech, D2C and FemTech, FMCG, retail and real estate.","v":"a7b104eacb99ccefab6d7ace"},{"d":12,"h":"About Kanika Pahuja","a":"","t":"Over a decade at VLCC Healthcare, she rose from Assistant Marketing Manager to Deputy General Manager, Marketing, including a term as Marketing Head. She directed national marketing for 100+ centres across India, managed a ₹1.2 Cr monthly performance budget across Google, Meta and affiliate networks, and conceived performance campaigns that cut cost per lead by 15% and lifted click-through by 20% year on year.","v":"1189eb95e5c65ac80c213e02"},{"d":12,"h":"About Kanika Pahuja","a":"","t":"She led VLCC's digital transformation: the launch of the D2C app, the Expert app and a progressive web app with subscriptions and video consultations, AI-driven CRM journey automation and lead scoring, and WhatsApp bot and AI chatbot integrations. Her work there earned Management Appreciation Letters and cash rewards.","v":"942b4af10cc56794f4899f49"},{"d":12,"h":"About Kanika Pahuja","a":"","t":"She has also been Head of Marketing at Little Millennium Education, across B2B franchise and B2C enrolment, and at Laiqa, a D2C FemTech brand, where the app's content and communication delivered a 20% increase in user engagement. Her agency roots, from 2008 to 2013, are at Ogilvy, Law & Kenneth and Percept Hakuhodo, on brands including Dabur Oral Care, OVS, The Beer Café, DLF and Shipra.","v":"c41700104c548099efa0a35e"},{"d":12,"h":"About Kanika Pahuja","a":"","t":"She holds an MBA in Marketing Management from Sikkim Manipal University, a PG Diploma in Communication and Media from Apeejay Institute of Management, a BJMC from VIPS, GGSIPU, and a Diploma in Cyber Law, and is based in Gurugram.","v":"2067ed77b1d74616b1b207be"},{"d":12,"h":"Track record","a":"record","t":"18+ years in marketing: Across wellness and healthcare, EdTech, D2C and FemTech, FMCG, retail and real estate. 100+ centres, national marketing: Directed national marketing strategy for VLCC's centres across India. ₹1.2 Cr monthly performance spend: Managed across Google, Meta and affiliate networks. −15% CPL, +20% CTR: Year on year, from performance campaigns she conceived at VLCC. D2C app, Expert app and PWA: Led their launch at VLCC, introducing subscriptions and video consultations. AI-driven customer journeys: CRM journey automation, AI lead scoring, and WhatsApp bot and AI chatbot integrations. Deputy General Manager, Marketing: Over a decade at VLCC Healthcare, from Assistant Marketing Manager, with Management Appreciation Letters and cash rewards. Head of Marketing, twice: Little Millennium Education (B2B franchise and B2C enrolment) and Laiqa (D2C FemTech), where engagement rose 20%. Agency roots, 2008 to 2013: Ogilvy, Law & Kenneth and Percept Hakuhodo, on Dabur Oral Care, OVS, The Beer Café, DLF and Shipra.","v":"8cb44aa643131063198cb60a"},{"d":12,"h":"Education","a":"","t":"Education: MBA, Marketing Management, Sikkim Manipal University; PG Diploma, Communication and Media, Apeejay Institute of Management; BJMC, VIPS, GGSIPU; Diploma in Cyber Law, Asean Law School. Based in Gurugram.","v":"d2ca033435ebbd71bfff31d1"}]}