Six questions with people from the Winner Brands community
One defining memory in your marketing career so far?
The biggest lessons often come from small observations.
Early in my career, I worked on a fairness cream brand. A 10g tube wasn’t selling even though it cost the same as sachets. Data showed people were buying multiple sachets, so price wasn’t the issue. Visiting homes revealed the real reason: sachets could be tucked between the mirror and the wall in places without a dressing table, while tubes were seen as wasteful because too much product came out through the bigger nozzle.
While this is a small incident, it fundamentally shaped how I view marketing. Data shows patterns, but consumer truths explain why. Reports and trends help, but real breakthroughs come from understanding how people actually live, behave, and make choices in their own contexts. Even the smallest insight can change the way you build a brand.
When you lead a category, what’s the first internal question you ask?
I always start with: What is the one enduring truth this brand can own in the category?
Categories keep changing, but brands need something timeless to build lasting equity. Once you know that truth, it guides campaigns, product launches, and customer experiences with clarity. Without it, you end up reacting to competition and chasing short-term wins. Campaigns create spikes, but compounding builds real strength.
How do you typically prepare for a new role?
I begin with unlearning. Every brand has its own context, and assumptions can get in the way of seeing what makes it unique.
Then I go back to basics by asking simple questions: What? Who? Why? I spend the first few weeks listening to customers, frontline teams, and the market before making decisions. This helps me spot patterns that might otherwise go unnoticed. Preparation is not about using a fixed playbook. It is about letting the brand reveal its truths and then building on them.
One brand-building truth you wish was mainstream?
Consistency builds recognition, but distinctiveness builds relevance.
Too often, consistency is treated as repetition — the same line, the same tone, the same creative template. But the real magic happens when brand codes layer meaning with every appearance.
At Paper Boat, the packaging, nostalgic storytelling, and even the illustration style became assets that grew compounded over time. At Urban Ladder, unique collections, store and delivery touchpoints quietly reinforces design as a way of life. These assets do not just repeat, they deepen meaning.
In the long run, people do not just remember what they saw. They remember what it meant.
Your tip to someone entering the field today?
Do not measure success by whether a campaign goes viral. Measure it by whether your work makes the next campaign easier to build.
Great marketers should think like architects, not sprinters. They should create systems and assets that last and keep adding value. When marketing compounds this way, each campaign builds on the last, making the brand stronger over time.
Your experiments with AI…
In a world of algorithms, content is the biggest differentiator today. At Urban Ladder, we use AI to speed up content creation, sharpen A/B testing, and respond faster to market needs.
The real value, though, is in what we learn. By testing at scale, we see not just what works but why. AI reveals patterns in tone, formats, and cultural cues that people respond to instinctively. It is not just a productivity tool. It is also a listening device that helps us decode preferences in real time and feed them back into strategy.
Krisha Turakhia is currently Head of Revenue and Marketing at Urban Ladder
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