Professional Profile
Rejoy Rajan currently holds the position of Head of Marketing & PR at Celio India, having joined the company in August 2024. Celio is a prominent French menswear brand operating in India, focusing on men’s ready-to-wear apparel, where marketing leadership plays a critical role in competitive brand positioning and consumer engagement.
Rejoy brings over 16 years of cumulative experience across marketing, brand management, customer experience, and digital marketing, with a significant focus on 360-degree integrated campaigns encompassing ATL (Above The Line), BTL (Below The Line), and digital strategies. His expertise includes steering innovation, business strategy formulation, project execution, and driving successful outcomes in dynamic, competitive environments.
Current Role at Celio India
As the Head of Marketing & PR, Rejoy leads the marketing function, overseeing multi-platform strategies to strengthen Celio’s brand presence and growth in the Indian market. His responsibilities include:
- Spearheading strategic marketing initiatives aligned with business goals.
- Overseeing integrated campaigns that combine traditional media, digital, and experiential marketing.
- Leveraging consumer insights and data analytics to optimize brand communication and consumer engagement.
- Driving brand-building and licensing collaborations such as the launch of anime-inspired collections, specifically the recent Kaiju No. 8 merchandise collection, a strategic move that blends streetwear fashion with popular culture, aiming to capture younger demographics and fandom communities in India.
- Emphasizing influencer marketing as a crucial component of brand strategy.
- Managing PR activities to enhance brand visibility and reputation.
- Focusing on key markets where Celio derives 75% of its business from the top 11 cities, indicating concentrated urban demand and growth opportunities.
This role positions Rejoy at the forefront of Celio’s efforts to innovate market approaches within the evolving Indian men’s fashion landscape.
Previous Experience Highlights
Arvind Fashions Limited (April 2023 – July 2024)
General Manager - Marketing
Managed strategic marketing initiatives within one of India's leading fashion conglomerates, enhancing brand reach and portfolio performance.
ADK Fortune Communications (Feb 2017 – Apr 2023)
Associate Vice President & Client Services Director
Led client servicing and communication for brands like Santoor, Carrie Junior, and Brita Water Purifiers. Key achievements include:
- Developed contemporary brand narratives for Santoor, moving the brand up by 4 ranks in Brand Equity Study (2017–2018).
- Strengthened Santoor’s market leadership as the 2nd largest selling soap and the highest market share holder in the ‘Beauty Soap’ segment in 2018.
- Executed variant strategies and ensured timely delivery of communications, directly impacting revenue.
- Pioneered new business development and launch communications for multiple FMCG brands.
Diageo India (Nov 2011 – Aug 2016)
Brand Manager
Managed high-volume, profitable portfolios including Bagpiper Whisky and the Brandy segment, with a business size approximately INR 800 crore and profitability exceeding INR 175 crore. Contributions included:
- Strategy development and 360-degree marketing execution for Bagpiper Whisky, ranked 32nd in India’s most valuable brands in 2014.
- Successful relaunch and positioning campaigns that arrested sales decline and improved brand health metrics.
- Collaboration with sales teams to align marketing with monthly target achievements.
J.K. Helene Curtis - FMCG arm of Raymond Limited (June 2008 – Nov 2011)
Deputy Manager - Marketing
Responsible for brand management of Park Avenue Personal Care products, including deodorants and shaving systems, focusing on innovation and brand revitalization. Successfully relaunched Park Avenue deodorant as a top-three ranked brand in India.
OgilvyOne Worldwide - Ogilvy & Mather (Dec 2004 – June 2006)
Client Servicing
Handled various client accounts, supporting brand articulation, communication planning, and creative alignment.
Education
- MBA Marketing from Welingkar Institute of Management (2006–2008)
- Completed a course on Digital Marketing for Business Growth at Indian Institute of Management Bangalore (Feb 2022)
- BMS Management degree from SIES College, Mumbai (1999–2002)
Languages
- English: Full professional proficiency
- Hindi: Professional working proficiency
- Marathi: Professional working proficiency
- Malayalam: Native or bilingual proficiency
Key Competencies and Industry Impact
- Demonstrated capability in combining traditional and digital marketing to enhance brand equity and consumer engagement in competitive categories such as FMCG, fashion, and spirits.
- Proven track record of managing large P&Ls and turning around brand performance through data-driven strategies.
- Skilled in leading teams and building long-lasting client and stakeholder relationships, contributing to sustained business growth.
- Highly experienced in launching and scaling brand licensing projects, including culturally relevant collaborations in emerging segments like anime-inspired fashion.
- Strong focus on urban markets contributing the bulk of revenue, aligning marketing resource allocation and expansion strategies accordingly.
Rejoy Rajan presents as a seasoned marketing leader with a robust blend of strategy, execution, and brand innovation skills. His current engagement with Celio India underscores a strategic emphasis on expanding market share, consumer communities, and experiential brand activities in key urban centers, while building on a rich history of managing some of India’s top consumer brands and lifestyle products.
