Brand Strategy · Growth · Marketing

I make brands matter in culture, then prove it in numbers.

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About
Hetal Rawal

I'm a Brand & Growth Strategist with 6+ years across travel, Web3, creator marketing, FMCG, and global consumer brands.

My work sits at the intersection of strategy, culture, partnerships, and execution. I've built campaigns and platforms across India and Southeast Asia, working with brands, creators, media partners, agencies, and internal stakeholders to turn complex business objectives into marketing people actually care about.

I'm at my best when I'm bringing people, ideas, culture, and business objectives together to build something meaningful that delivers measurable results.

Career journey

From travel to Web3 to creator economies to global consumer brands.

2019–2020

Travelxp

Senior Marketing Executive
Audience Growth · Content · SEO · Retention
What I learned

Growth is a discipline, not a moment. Built on audience, content, and retention working together.

Capability built

A data-led foundation for understanding what actually moves people.

2021–2022

Blockwiz

Digital Marketing Manager
Web3 · Community · Growth · Global Brands
What changed

I learned to market emerging categories, and that community is the real growth engine.

Capability built

Comfort with new spaces and a global, community-first lens.

2022–2023

FoxyMoron

Associate Account Manager
Creators · Digital · Product Launches · Consumer Brands
What I learned

How to orchestrate creators, clients, and launches into one moving system.

Capability built

Stakeholder fluency across brands, creators, and platforms.

2023–Present

OML · 1862

Assistant Manager
Brand Strategy · Partnerships · Experiences · Growth
What I do now

Lead brand and growth platforms where culture, partnerships, and business outcomes meet.

Capability built

Platform thinking: building things that scale beyond a single campaign.

Impact at a glance

Scale first. Then the story behind it.

0
Views
BREEZER Tribe
0
Engagements
YouTube India · #ManikeMove
0
Campaign Reach
Grey Goose · On The Guestlist
0
Attendees Activated
BREEZER Tribe · Live experiences
0
Views
Bombay Sapphire · SG
0
Quarterly Growth
Travelxp
What I do

I build the connective tissue between brands, culture, and growth.

Brand Strategy

Turning business objectives into clear, market-facing narratives people can rally around.

Growth Marketing

Building campaigns, content, and ecosystems that move measurable outcomes.

Partnerships

Bringing together brands, creators, platforms, agencies, and media partners.

Creator Ecosystems

Designing participation models that help communities and creators amplify the brand.

Market Localization

Translating global platforms into locally relevant cultural moments.

Integrated Campaigns

Connecting content, media, experiences, and execution into one cohesive system.

Featured work

Not campaigns. Platforms.

Every project, read as a strategic business story: the Brief, the insight, the strategy, the ecosystem, the execution, the impact, my role.

On The GuestlistGrey Goose · A scalable luxury lifestyle platform

Luxury · Platform · Thailand
The Brief
Build cultural relevance with a new generation of luxury consumers, through experience, creators, and culture rather than traditional advertising.
The Insight
Modern luxury consumers value access, culture, and experiences more than traditional status symbols.
The Strategy
Build a scalable luxury lifestyle platform, not a one-off campaign, that earns its place in culture season after season and grows its identity over time.
The Ecosystem
Grey Goose · Vogue Thailand partnership · a creator ecosystem · production · media · experiential marketing · luxury positioning.
The Execution
An invitation-led, experiential platform with editorial collaboration and creator partnerships, designed from day one to scale across seasons.
Platform Evolution
Season 1 established the experience and audience. Season 2 deepened the luxury positioning and adopted “On The Guestlist” as the platform's official identity, the name I introduced in Season 1, with the Vogue Thailand partnership elevating its editorial credibility.
The Impact
Reached 2.6M consumers in Season 1 and scaled to 4M+ in Season 2, evolving into one of Grey Goose Thailand's flagship lifestyle platforms. The platform continued to grow across multiple seasons rather than existing as a one-off campaign.
My Role
Strategic planning · platform development · partnership management · stakeholder leadership · experience development · execution oversight.
The Truth
BREEZER Tribe was built around a simple idea: life is better when shared with your tribe. A platform celebrating spontaneity, friendship, self-expression, and the joy of living in the moment.
The Insight
Young adults value real connections over curated perfection. They want to belong to something, not just watch a brand.
The Strategy
Build a community and culture platform where communities, fandoms, artists, creators, and culture could come together around shared experiences. The objective wasn't to create content. It was to create belonging.
The Ecosystem
Communities · fandoms · artists · creators · music culture · media partners · live experiences.
The Execution
Rather than simply recruiting influencers, we built a network of personalities and communities already creating engagement within culture, activated through music-led content, community moments, and on-ground experiences, managed end to end.
The Impact
BREEZER Tribe transformed a product into a community by celebrating friendship, spontaneity, and shared experiences. 72M+ views · 1M+ engagements · 40M+ earned reach · 700+ attendees activated across community-led experiences.
My Role
Platform building · community activation · culture & creator ecosystem development · campaign planning · partner coordination · media amplification · on-ground coordination.
The Brief
Translate a global creativity platform into something locally meaningful for Singapore.
The Insight
Inspiration is everywhere: Singapore's own landmarks could be the spark, and bartenders the creators who turn inspiration into something tangible.
Creative Collaboration
Partnered with renowned photographer Lee Yik Keat to reinterpret 8 iconic Singapore landmarks through bespoke cocktails created by leading bars.
Integrated Consumer Journey
Connected creative storytelling, e-commerce, retail, and bar experiences into one connected ecosystem.
Consumer Flow
Awareness → landmark-inspired cocktail content. Interest → photographer collaboration and digital media. Purchase → retail or e-commerce. Engagement → QR-led microsite. Trial → cocktail redemption at participating bars.
Amplification
A three-month targeted media campaign encouraged consumers to discover participating bars and redeem exclusive cocktails.
Commerce Integration
Consumers purchasing Bombay Sapphire through e-commerce and off-trade retail unlocked exclusive redemption mechanics, transforming a brand campaign into a measurable journey connecting awareness, purchase, and trial.
The Impact
1.2M reach · 927K+ views · 8 bartender partnerships. A global platform successfully localized for Singapore.
My Role
Market strategy · stakeholder alignment · ecosystem management · campaign execution · media integration.
YouTube Shorts — #ManikeMove dance challengeOutcomeA recognizable viral dance challenge.Watch campaign ↗Watch#ManikeMove on YouTube Shorts
The Brief
Drive adoption and participation for YouTube Shorts in India by building a genuine viral cultural moment.
The Insight
Participation scales when the mechanic is simple, culturally charged, and native to how people already behave on the platform.
The Strategy
Build an owned campaign property anchored to a culturally relevant moment, with simple, repeatable creator participation mechanics amplified by the right talent.
The Ecosystem
Creators · talent · client teams · platform behavior · audience.
Strategic Contributions
Built an owned campaign property · developed creator participation mechanics · established visual consistency across campaign assets · supported talent ideation · supported creator execution, helping make #ManikeMove a recognizable viral dance challenge.
The Impact
#ManikeMove became a recognizable viral dance challenge, with creator participation and audience engagement at scale. 6.3M+ engagements.
My Role
Creator strategy · talent & influencer management · client management · campaign coordination · performance monitoring.
Foundation

My foundation in growth marketing

Travelxp is where it started: audience growth, content, SEO, and retention. The origin of how I think about growth as a system.

150%
Quarterly growth
300%
Instagram engagement
Travelxp on LinkedIn ↗
Early adopter

Web3 growth, before it was mainstream

At Blockwiz I marketed an emerging category to a global audience, proof of adaptability, community thinking, and comfort building in new spaces.

Global
Brand exposure
Community
First growth engine
What excites me

I'm drawn to the places where culture, technology, communities, and creativity collide.

AI & emerging platforms Creator economies Consumer behavior Communities Entertainment & culture Brands
Let's talk

Let's build what people care about next.

Brand Strategy · Growth · Marketing © 2026 Hetal Rawal