Mondelēz International has widened Vednarayan Sirdeshpande’s responsibilities in its India business, naming him Head of Customer Experience (CX), E-Commerce Marketing and Consumer Data.
The appointment, announced by Sirdeshpande on LinkedIn, brings three growth functions under a single leader. He was previously Director of E-Commerce Marketing and Consumer Data at Mondelēz International, a role he has held in the India business unit since 2023.
“Modern brand growth lives at the intersection of precision media, e-commerce channels, and first-party data. Excited to continue driving this integrated engine forward and setting new benchmarks across our portfolio,” Sirdeshpande wrote.
A portfolio built for the data-commerce era
Sirdeshpande brings 18 years of experience across marketing, digital strategy, e-commerce and consumer engagement. Before rejoining Mondelēz, he was Vice President of Marketing at Paytm First Games. His earlier leadership assignments include senior marketing roles at WhiteHat Jr, Discovery Inc. and Amazon India.
He also has a prior stint with Mondelēz International, serving as Regional Manager for Digital and E-Commerce in Asia Pacific between 2012 and 2015. He began his career at OgilvyOne in 2007 as an Account Planner and later moved up to Senior Director of Digital Strategy.
Why this move matters
The expanded mandate reflects a wider shift among consumer brands. Companies are increasingly integrating precision media, e-commerce channels and first-party data to strengthen customer engagement and drive growth on digital commerce platforms.
For marketing professionals, the structural message is worth noting:
- Customer experience, commerce and data are being treated as one growth system rather than separate departments.
- First-party data is moving from a support function to a core brand-growth capability.
- Leadership hiring is prioritising people who can connect media investment, marketplace operations and customer insight.
The India context
India’s e-commerce and quick-commerce growth has pushed FMCG players like Mondelēz to treat digital shelves, direct-to-consumer touchpoints and consumer data as strategic assets. In that environment, roles that once sat in separate silos are converging because the customer journey now cuts across all three in minutes.
What marketers can take away
Sirdeshpande’s career arc is itself a case study. He moved from agency planning at OgilvyOne to digital strategy, then into brand-side e-commerce and data roles across Amazon, Discovery and Paytm First Games, before landing an integrated mandate at a global FMCG major.
That path mirrors the skill stack modern marketing leaders are being asked to carry: performance media, digital commerce and first-party data fluency. Teams that still run these workstreams in isolation may find it harder to compete for both talent and growth.
The appointment also suggests a playbook for organisations. Rather than adding a data team alongside a commerce team alongside a media team, brands are starting to appoint one owner who can brief them as a single engine.
Source: MediaNews4U
