Cheil India has strengthened its Samsung account with a senior creator-marketing hire. The agency has appointed Geetika Chadha as Associate VP of Social and Influencer Marketing for the Samsung business.
Chadha joins from Reckitt, where she most recently led digital creative transformation for the company’s health portfolio. Her new remit includes social and influencer marketing for Samsung, with a focus on creator-led engagement and culturally relevant brand storytelling.
Why the appointment matters
The move is another signal that influencer marketing is becoming a strategic, business-focused discipline rather than an awareness add-on. Kumar Awanish, group COO of Cheil SWA, said the marketing landscape has shifted and that brands need to “stop interrupting and start entertaining through authentic influence to capture effective audiences.”
Chadha made a similar point, saying influencer marketing has moved beyond awareness and is now a business driver, with brands looking for measurable outcomes across the consumer journey.
For agency teams, the appointment shows that a major technology client now expects dedicated senior leadership for social and influencer work, not a bolt-on to a media plan. For brands, it is a reminder that creator strategy is being built into account structures rather than left to project teams.
An experienced operator
Chadha brings nearly two decades of experience across integrated marketing, brand solutions, content-to-commerce and influencer marketing. Before Reckitt, she spent nearly a decade at Mindshare leading the North India Content+ business. In 2022, she was commended as South Asia Channel/Engagement Planner of the Year at the Campaign Agency of the Year Awards (South Asia). Her earlier roles include leadership positions at Havas Worldwide, Iris Worldwide and Webchutney.
- Reckitt: led digital creative transformation for the health portfolio
- Mindshare: nearly a decade leading North India Content+
- Earlier roles: Havas Worldwide, Iris Worldwide, Webchutney
The creator economy gets formalised
The Cheil India appointment follows a run of senior creator-focused roles across the industry. Whalar created a Global Chief Creator Officer position in 2023 and filled it with Ashley Rudder. BrandArmy followed in 2024, and Edelman named Kenny Gold to a global version of the title in 2026. Brands including Amazon, Coca-Cola, Red Bull and Unilever have also listed creator-native jobs this year.
For marketing leaders, the takeaway is structural: creator-led work is being professionalised, staffed and measured, not bought as a one-off campaign.
What to do next
Teams should look at creators as strategic partners who can connect culture, commerce and business impact. Chadha said there is “a significant opportunity to build integrated creator-led solutions that connect culture, commerce and business impact.” That means briefing creators against commercial outcomes, not just reach, and measuring their contribution down the funnel.
Source: Net Influencer
