Sanaa Shaikh Joins Signature Scents & Co as Chief Marketing Officer
Fragrance company Signature Scents & Co has appointed Sanaa Shaikh as its new Chief Marketing Officer, bringing in a leader with a background in integrated marketing strategy and event-led brand experiences.
- Appointee: Sanaa Shaikh
- New role: Chief Marketing Officer, Signature Scents & Co
- Background: over nine years in marketing, spanning integrated strategy and event-led brand experiences
A Fragrance Brand Betting on Experience-Led Marketing
Shaikh's specific background in event-led brand experiences is a notable signal for a fragrance company, a category where scent is inherently difficult to communicate through conventional advertising and where in-person, sensory brand experiences often do more to build recall and preference than a purely digital or broadcast campaign could. Bringing in a CMO whose expertise leans toward experiential marketing suggests Signature Scents & Co is planning to lean into activations, pop-ups or sampling-led brand-building rather than competing primarily on media spend against larger, more established fragrance houses.
India's Growing but Crowded Fragrance Market
India's fragrance and personal care category has seen a wave of new entrants and challenger brands in recent years, competing for a consumer base increasingly willing to spend on niche and premium scents rather than sticking to a handful of legacy names. A dedicated CMO hire, tasked with cross-functional integrated strategy, points to Signature Scents & Co treating marketing as a structured, strategic function from an early stage rather than an ad hoc founder-led effort, a maturity step that's become increasingly common among India's better-funded D2C and specialty consumer brands.
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