With over two decades of experience across the marketing and retail spectrum, I bring a unique blend of strategic vision, digital innovation, and deep domain expertise. As a full-stack marketer and Retail/D2C expert, I’ve helped brands navigate the evolving customer landscape—shifting from traditional formats to omnichannel models and digital-first D2C ecosystems.

A decade of my journey was rooted in retail, where I developed a strong foundation in understanding consumer behavior and business drivers. I then pivoted to digital and brand marketing, blending performance, content, and customer insight to drive growth. I’ve led large and small 360-degree, award-winning brand campaigns that have created impactful connections with consumers and driven brand growth across diverse markets.

Today, I lead integrated marketing efforts across performance marketing, CRM, content strategy, data analytics, and brand storytelling—with a focus on building systems that scale. My work often centers on connecting brands to diverse audiences like Gen Z, who demand digital-first engagement, and Family with Kids (FWK), who value trust and utility.

Whether launching a D2C brand, scaling an omnichannel playbook, or building content-led strategies for multi-generational audiences—I bring a holistic, full-stack approach that connects insight to impact. I work closely with CEO and CXO offices to align marketing with business priorities, unlock growth, and drive brand transformation.

I've had the privilege of working with top brands such as TITAN Watches, Metro Wholesale, Airtel, Dell Consumer Business, and Wyndham Destinations.

If you're looking for someone who understands both the digital dashboard and the evolving customer mindset—let’s connect.

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About Vir-Tech

We are operators
who became advisors.

Vir-Tech was built on one conviction: that the most valuable consulting comes from people who have done the work — not studied it.

Our story

Built from the inside out.

AJ
Aruna Jathar
Partner · Marketing & Brand Strategy
Former CMO, Dell India
Brand Leadership, TenderCuts
Growth Strategy, Metro Cash & Carry
25+ years across Retail, FMCG, D2C

Aruna leads Vir-Tech's marketing and brand strategy practice. With 25 years building and running marketing organisations across some of India's most demanding consumer markets, she brings a rare combination: CMO-level strategic clarity and the operational instinct to know when a strategy will survive contact with execution — and when it won't.

She works directly with founders and senior leadership teams on marketing positioning, go-to-market architecture, brand reinvention, and the systems that make marketing organisations perform predictably.

"The gap between a marketing strategy and a marketing system is where most growth stalls. That's where I work."

What we believe

The values that shape every engagement.

Execution over articulation
The quality of a strategy is measured by what changes in the organisation — not the quality of the presentation that described it.
Honest diagnosis
We tell clients what we see. The most valuable thing we can do in a diagnostic is surface the uncomfortable truth before it becomes an expensive one.
Small by design
We work with a limited number of clients at a time. Every engagement is led by a senior advisor. We don't scale by adding junior consultants to senior problems.