08 January 2022, Mumbai:
In his new role, Setia will lead the company's marketing function while continuing to oversee the social commerce business. His core responsibilities will include, scaling the brand, developing the marketing strategy including for large consumer-centric events, strengthening customer loyalty, and applying research-based insights into the business to fuel its growth.
As the Vice President and Business Head, Social Commerce, Setia has been instrumental in building new tech-pivoted social commerce experiences for the Indian market and overlooked the development and launch of 'Studio' and 'Live Commerce', which marked the company's foray into social commerce at scale with influencer and content-led shopping.
In addition to this, he played an important role in managing key brand partnerships for them, such as IPL, and was earlier responsible for brand and digital performance marketing.
He also played a key role in conceptualizing, launching, and scaling 'Fashion Superstar', a digital fashion reality show, and in scaling its loyalty program (Insider).
Setia has around 17 years of expertise in scaling businesses in consumer tech and media with cross-functional experience across marketing, strategy and M&A, content, product development, operations, and analytics, among others.
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