Brand Strategy Leader
Niti Patel is a consumer packaged goods (CPG) veteran, known for her passion for innovation and insights. She currently serves as the Head of Brand Strategy at Offleash’d, a social app focused on fostering connections between pet lovers.
Her roots in the startup world ingrained an enduring insight: even the best ideas will fail if not communicated to the right audience with the right message in the right way. This lesson has been the cornerstone of her 12-year tenure at top CPG companies, where she excelled in consumer-centric business strategies and grew billion-dollar global brands like Pringles, Olay, Clairol, and Wella through discovery of new consumer insights, strategic positioning and innovation.
At P&G, Niti’s innovative thinking was recognized was appointed to a leadership role on the New Business Creation team, focused on diversifying the existing business through disruptive innovation. Here, her work resulted in the development of a $350MM portfolio of professional-grade beauty devices for at-home use (under the Braun, Venus, SK-II and Olay brands). Soon after, Kimberly-Clark tapped her to spearhead the development of a global team to extend the billion dollar Kleenex brand into the beauty space.
Convinced her CPG expertise was broadly applicable and with the desire to be exposed to businesses beyond CPG, Niti transitioned into consulting. Through nearly a decade of consulting, she has worked in over 30 industries, from oil & gas to food service to hospice care, helping them achieve significant growth through strategic positioning and innovation planning.
Her foray into the pet industry, marked by building a billion-dollar pet platform for private equity and leading the launch of a national pet toy brand, revealed the sector's vast potential. These achievements inspired Niti’s dedication to exploring the unique opportunities in the pet industry, culminating in her current role at Offleash’d. She hopes to create a space to enable other passionate cat lovers “find their people.”
Niti has two boys who drive her crazy and her husband of 16 years, Joshua, who keeps her sane. They call Houston home.