Voltas Beko, a Tata Enterprise, has promoted Pradipta Roy to Head – Marketing Operations. In his expanded role, Roy will bring together brand strategy, retail and below-the-line (BTL) marketing, and digital performance under a single charter, with the goal of building a marketing engine that works end-to-end for the consumer durables brand.
Roy moves into the position from his previous role as Head – Brand Management & Digital Marketing, a role he held for over a year at Voltas Beko. In that capacity, he steered the company’s brand management function, overseeing strategies aimed at strengthening brand equity, consistency, and market presence. He also led digital marketing initiatives that integrated AI and data-driven approaches to improve customer engagement, and oversaw product marketing plans aligned with the company’s broader business objectives.
In his new role, Pradipta will be responsible for shaping brand strategy and campaigns, driving retail and BTL marketing efforts designed to convert visibility into sales, and leading digital performance across channels. His role will also include budget management, closer alignment with the sales function, performance tracking, and ensuring brand consistency across every consumer touchpoint.
