Sahil Mehra
Head Of Marketing
Kuala Lumpur
Summary
Head of Marketing at Philips Personal Health ASEAN, with 19 years’ experience. Proven track record of transforming business performance, accelerating growth, capturing new markets, and securing leading market share. An MBA-qualified professional with deep APAC expertise, adept at stakeholder engagement, strategic leadership, and leading cross-cultural teams.
Overview
19
19
years of professional experience
5
5
years of post-secondary education
2
2
Languages
Work History
ASEAN Marketing Lead
PHILIPS
08.2023 - Current
- Established, trained and led a team of 10 talented managers across ASEAN, engaging consumers & shoppers to deliver meaningful innovations via impactful, insight-driven demand generation campaigns
- Successfully turned around a declining business in Singapore and Malaysia, achieving +10% CSG growth in 2025
- Revamped the go-to-market strategy in Vietnam, laying the foundation for future success
- Doubled growth in Thailand and gained +4% market share points in the personal care category in 2024 via strong 360 Demand generation marketing campaigns
- Implemented marketing excellence frameworks and processes, boosting execution efficiency by over 10%
- Reclaimed a Top 3 position in hair dryers through a high-impact, high-visibility campaign with best in class Pop up store concepts for a new launch.
ASEAN Category Manager (Male Grooming)
PHILIPS
01.2021 - 08.2023
- Launched a new high-end shaver in Singapore via a strong digital campaign to gain market share +2% pts in 2022
- Doubled the penetration of electric shaving in Indonesia, Malaysia & Thailand in 2021 (vs 2020)
- Grew ASEAN Male Grooming business by +35% by doubling E-commerce, while market was declining due to Pandemic
Marketing Manager (Kitchen & Coffee)
PHILIPS
01.2020 - 01.2021
- Launched Espresso Machines in the region and doubled coffee Business within 6 months’ (vs 2019)
- Initiated & executed Digital Campaigns during lockdown, to reach consumers via alternate channels achieving a marketing ROI of 40%
- Introduced innovation in AirFryers to maintain dominant Market Leader position in the region, enabling the company to meet its 2020 target despite the Pandemic
Marketing Manager (Personal Care & Floor Care)
PHILIPS
03.2017 - 12.2019
- Grew Philips Beauty business by 15% (vs 4% mkt. growth)
- Spearheaded a 360-degree marketing campaign for AutoCurlers resulting in sales uplift of 400% vs target
- Grew Philips Floor care by 12% (vs 8% mkt. growth) in 2018
- Launched new range of stick vac. cleaners, with a 360-deg. Mktg. campaign, over-achieving sales target by 30%
- Drove sales via Insight based marketing to become #2 player in Robot vac. cleaners within 2 years of launch
- Drove a Soccer World Cup Campaign with Male Grooming that delivered +200% ROI. Partnered with New channels like hipster barber shops & Biker Shops.
- Launched “Raise Your Game” shaver campaign targeting ‘Millennials & Gen-Z’ to deliver 20% ROI in 3 months.
Retail Excellence (ASEAN & Pacific)
PHILIPS
01.2014 - 03.2017
- Regional Responsibilities across ASEAN & Pacific:
- Drove, Reviewed & improved quality of Local Shopper Activation Plans
- Developed a Mobile app. to improve Sales Promoter training & efficiency. 100% engagement in 2 weeks of launch
- Project Vietnam: Setting up structure & processes for Retail Excellence (Apr’15 to Oct’15)
- Success: Improved ROI on Retail Excellence investments from 61% to 160% within 6 months
- Established Process & regular PDCA for recruitment, target setting, performance review & rewards
- Developed Merchandising guidelines & Planograms and Improved On-Shelf Availability by +20% within 6 months
- Project Indonesia: Transforming Retail Business Model & Optimizing Promoter Mgmt. (Jan’14 to Mar’15)
- Success: Turned around the ROI on Retail Excellence team form -70% to +11% within 1 year
- Set up the team of 400 Sales Promoters, Merchandisers, & Trainers for Modern & Traditional Retail. Optimized headcount & store allocation. Established career path and incentives linked KPIs.
- Created a legacy guidebook ensuring clear way of working and knowledge retention (for smooth handover)
Trade & Shopper Marketing (Europe & APAC)
PHILIPS
05.2012 - 12.2013
- Successfully Initiated & Implemented a Process for ‘In-Store Excellence’ in over 18 countries - regularly tracking, analyzing & improving Stock Availability, Price communication, Merchandising, Promo execution & Service:
- Demonstrated Business impact to Senior Management, to get strong ‘Buy-in’ to improve Tracking Discipline
- Improved ISE Tracking by up to 20% improvements which improved sales by up to 5+% pts. across markets
- Designed & deployed the ‘Promoter Management Program’ in 11 countries to optimize the performance of In-Store Promoters, which is a significant % of Advertising & Promotion Budget in Philips Across Asia Pacific & Europe:
- Within 6 months of implementation, Program delivered an ROI improvement of +30% in ASEAN
- Established principles & process for ROI analysis on marketing investments, across 14 countries
Junior Consultant, Intern
THE BEIJING AXIS
07.2011 - 09.2011
- Developed a market entry strategy in ASEAN for a leading travel management company, resulting in client successfully setting up a local branch and then acquiring a local company to expand
Senior Associate
AVALON GLOBAL RESEARCH (AGR)
01.2008 - 12.2010
- Company Overview: A management consulting and market research firm catering to energy, manufacturing, financial service & FMCG industries
- Consulted Royal Dutch Shell Corporation on Business opportunities with various chemical plants across India:
- Led the Research (Primary & Secondary), Analyzed the findings & Presented conclusions to the client
- Project resulted in the client giving us a series of new projects generating revenue of US$2 million
- Analyzed 50+ chemical sector investment opportunities in Middle East and Presented the final report with the top 5 opportunities to the board of directors of a large conglomerate. Client eventually pursued 2 of the opportunities.
- A management consulting and market research firm catering to energy, manufacturing, financial service & FMCG industries
Acquisition Manager, Business Banking
DEUTSCHE BANK
05.2007 - 12.2007
- Acquired and Managed clients from SME sector for Current Accounts and Investments
- Topped the branch with maximum number of Current Accounts and an Insurance premium of US$100,000
Sales Supervisor, Small Enterprise Group
ICICI BANK
08.2006 - 04.2007
- Led Sales team of 24, achieving targets and a float of US$10 million towards closing of the financial year
- Created new incentive programs that motivated the team to improve sales by 20 percent
Education
Master of Business Administration -
Singapore Management University
01.2011 - 01.2012
Bachelors - Chemical Engineering
Mumbai University
01.2002 - 01.2006
Skills
Market analysis
Consumer Marketing
Shopper Marketing
Campaign management
Product launch
Team leadership
Sales strategy
Consumer insights
Brand development
Stakeholder engagement
Cross-functional collaboration
Creative problem solving
Key Highlights
- Built and led high-performing marketing teams across ASEAN, implementing marketing excellence frameworks that boosted execution efficiency by over 10% and ensured operational alignment across diverse markets.
- Turned around underperforming markets (Singapore & Malaysia), achieving +10% CSG growth in 2025, through strategic marketing interventions, consumer-centric campaigns, and agile go-to-market pivots.
- Reclaimed Top 3 category position in Thailand, Malaysia & Singapore by launching a high-impact, regionally relevant campaign for a new hair care product revitalizing brand equity in 2025
- Accelerated business growth in Male Grooming by +35% across ASEAN during pandemic downturns by doubling E-commerce penetration and orchestrating full-funnel 360° demand generation campaigns.
- Delivered ROI-focused marketing strategies, including a 200%+ ROI from World Cup-led Male Grooming campaigns, and transformed retail investments in Vietnam & Indonesia from negative ROI to profitability within a year.
- Led new product launches that unlocked significant revenue, including the doubling of coffee appliance sales within 6 months and delivering a 400% uplift through category-defining innovations in Beauty.
Interests
Represented school and college at zone and state level for cricket and badminton competitions
Organized blood donation drives, taught importance of education and personal hygiene at government hospitals
Publications
Strengths of Indian Chemical Industry and Petroleum & Petrochemicals Investment Region, 11/13/09, Deccan Post
Timeline
ASEAN Marketing Lead
PHILIPS
08.2023 - Current
ASEAN Category Manager (Male Grooming)
PHILIPS
01.2021 - 08.2023
Marketing Manager (Kitchen & Coffee)
PHILIPS
01.2020 - 01.2021
Marketing Manager (Personal Care & Floor Care)
PHILIPS
03.2017 - 12.2019
Retail Excellence (ASEAN & Pacific)
PHILIPS
01.2014 - 03.2017
Trade & Shopper Marketing (Europe & APAC)
PHILIPS
05.2012 - 12.2013
Junior Consultant, Intern
THE BEIJING AXIS
07.2011 - 09.2011
Master of Business Administration -
Singapore Management University
01.2011 - 01.2012
Senior Associate
AVALON GLOBAL RESEARCH (AGR)
01.2008 - 12.2010
Acquisition Manager, Business Banking
DEUTSCHE BANK
05.2007 - 12.2007
Sales Supervisor, Small Enterprise Group
ICICI BANK
08.2006 - 04.2007
Bachelors - Chemical Engineering
Mumbai University
01.2002 - 01.2006