Ashita Khanna joins Monster Energy as senior marketing manager, APAC, India

GURUGRAM: Some marketers make noise. Ashita Khanna makes brands louder. She has joined Monster Energy as senior marketing manager, APAC, India, and the timing could hardly be better for a company that thrives on volume. Her base is Gurugram, Haryana.

“I’m excited to share that I’m joining Monster Energy as Senior Marketing Manager-APAC, India,” she says in announcing the move.

The appointment makes plain sense. Khanna brings 12 years of experience in brand building, communications strategy, sales and innovation, content planning, key account management, marketing initiatives, business development, client servicing and revenue building. Her work has spanned consumer durables, FMCG and media. She is used to a fast-paced environment and quick at grasping the vision and values of a brand. She has looked after client profiles for an integrated advertising agency providing holistic and relevant brand management solutions, and handled complete marketing solutions for a leading electronics brand. She has also helped renowned brands scale up by performing growth marketing metrics for one of the largest contract manufacturing setups. Her stated strength lies in ideating, strategising and implementing campaigns and partnerships.

Start with her most recent stint. From August 2025 to August 2026, Khanna was lead, brand marketing, at Lenskart.com. She led end-to-end brand ownership for Aqualens, described as India’s fastest-growing contact lens brand, driving strategy, growth and P&L across the full marketing funnel. She built the brand from a challenger to a top two or three contact lens player in India, contributing to annual brand revenue of Rs 200 crore to Rs 400 crore plus.

The funnel work was broad. She drove full-funnel marketing across performance, social, CRM, influencer, content and ATL, delivering 20 per cent to 25 per cent year-on-year growth in brand consideration and equity, and reaching 25 million to 40 million consumers annually. She scaled a creator engine of more than 800 influencers, delivering 1.3x to 2.0x ROAS and a 20 per cent to 30 per cent uplift in brand consideration.

She also led go-to-market for three to five new product launches. These included a first-of-its-kind powered coloured contact lens, built on a sharp consumer insight around an underserved audience, and the launch of Aqualens Multipurpose Wipes as a complementary lens care product. She owned product strategy, campaigns and go-to-market end to end. She fronted a celebrity brand campaign with actress Wamiqa Gabbi, a social-first, performance-integrated push across Google and Meta, owned end to end including ROAS delivery.

On the money side, she managed an annual marketing P&L of Rs 25 crore to Rs 50 crore, optimised for CAC efficiency, repeat usage and channel mix ROI. She also built and mentored a team of more than 10 marketers across functions, with a culture of creative ownership and data-led execution.

Before that, she spent two years and nine months, from December 2022 to August 2025, as zonal manager, brand marketing and events sponsorship, at Mirchi in Noida, Uttar Pradesh. Her brief covered brand management, with brand development and strategy to raise awareness and widen the footprint of Mirchi in India. On stakeholder management, she drove the objective of making effective, efficient, dynamic and marquee campaigns, including major stakeholder relationships. On consumer engagement, she worked on audience engagement through innovations at the point of sale, PR, digital and activations.

She also handled revenue building, creating multiple revenue opportunities and locking deals with various media vehicles. She managed and nurtured key brand partnerships to enhance Radio Mirchi’s market presence and reach across India, and cultivated media and entertainment tie-ups and collaborations to amplify brand visibility and engagement. Her playlist analysis work involved curating and optimising FM playlists to match target audience preferences. She applied data analysis through surveys and reports to derive actionable insights for marketing strategies and programming content, and handled P&L management, identifying, optimising and scaling improvements in monitoring the P&L to ensure optimal financial performance.

From December 2021 to December 2022, Khanna was key account manager, business development and growth marketing, at JHS Svendgaard Laboratories Limited in New Delhi. She handled contract manufacturing and private labelling needs for oral care giants such as Dabur, Patanjali, Amway, Leeford, Spencers and Pharmeasy, among others. She hunted for new corporate business and alliances, drove new product development, and helped brands scale with ideal campaigns and relevant metrics. She built growth strategies for business development across all verticals, focused on both financial gain and customer satisfaction.

She took care of the entire sales cycle, from lead generation and preparing and giving business presentations and proposals to closing the final deal. She developed growth marketing strategies for sub-categories, covering brand extension and structured marketing capability-building initiatives across revenue and marketing channels. She prepared, established and positioned brand identity and executed the corresponding marketing activations. She also analysed current market trends to scope competition and adapt best practices, and identified, optimised and scaled improvements in monitoring the P&L for the businesses.

At LG Electronics, from July 2016 to June 2021, she was senior executive, product marketing, responsible for 360-degree marcom operations for the IT and B2B category. She conceived and implemented all marketing, covering digital, traditional, mainline, affiliate, programmatic and performance, along with brand communications. She handled advertising and promotions across all ATL and BTL platforms to drive brand engagement, and planned all digital campaigns for the category across all e-commerce platforms. She managed retail and influencer marketing for regional, national and global events and campaigns, and executed events and sponsorships to maximise brand recall.

Earlier, from March 2014 to May 2016, she was account executive, client servicing, at HS Ad India. She served as the first point of contact for all tasks, deliverables and resources for operations on LG products, ideated and conceptualised strategic innovation solutions to enhance brand communications, coordinated across print, digital and on-ground activation to deliver integrated marketing plans, and managed creative collaterals for many campaigns and events.

Her career began with an internship as associate at VolunteerNow, from April 2013 to April 2014. She planned and executed the PVR Nest Steer to Safety campaign, creating awareness about the Walkability App, which aimed to make walkability a development agenda in Asian cities. She trained under the corporate team leading a philanthropy project implemented by Priest in collaboration with VolunteerNow and Michelin India, in association with Sakshi Foundation. As a core intern, she co-led a team of 40 volunteers, with each co-leader personally training 10. She pitched and on-boarded knowledge partners and schools, attended board meetings with knowledge partners to evaluate, fine-tune and implement campaign action points, and created programme modules, activity schedules and database templates for schools to track volunteer participation. She also received training in emergency life-saving procedures such as CPR, and rallied to raise awareness on road safety through educational talks and group interactions.

The pattern is clear: a marketer who has sold lenses, televisions, oral care and airtime, and delivered numbers each time. At Monster Energy, she now gets to turn up the volume.