Sunder Balasubramanian has stepped down as Chief Marketing Officer of Myntra, bringing to a close a nearly four-year stint at the Flipkart-owned fashion and lifestyle e-commerce platform.
Balasubramanian announced his departure in a LinkedIn post, saying this week marked his last at Myntra. He reflected on the work undertaken during his tenure and thanked the company's leadership as well as teams across marketing, customer, creative and communications. He has not disclosed his next professional move.
Balasubramanian joined Myntra as CMO in November 2022. During his tenure, his responsibilities included customer growth, marketing, creative and catalogue functions. His time at the company also coincided with Myntra expanding its focus on younger consumers, creator-led commerce and digital-first marketing.
One of the areas that gained prominence during this period was Myntra's approach to Gen Z consumers. The platform developed FWD as a dedicated proposition for younger shoppers, with an emphasis on trend-led selections, video-led discovery, creator content and more immersive shopping experiences.
Creator-led commerce also became a larger part of Myntra's customer engagement strategy. Earlier this year, the company said creator-led commerce accounted for around 10% of its revenue. Myntra also expanded its Ultimate Glam Clan programme, which allows creators and users to produce content and earn commissions from eligible sales generated through affiliate-enabled posts.
Balasubramanian said in May that more than six million users had signed up for Ultimate Glam Clan, while over 100,000 nano and micro-creators were actively earning through the programme. Myntra's broader creator community had also grown to more than 500,000 active creators a month at the time.
Technology was another component of Myntra's marketing strategy during his tenure. The company has previously detailed its use of Google's AI-powered advertising products across search, video and app marketing to identify consumer cohorts and improve campaign performance. In a Google case study, Myntra reported a 37% increase in return on advertising spend from a combination of Performance Max, Video Action Campaigns and Firebase Signals.
Before joining Myntra, Balasubramanian served as Head of International Marketing at South Korean e-commerce company Coupang. His career of more than two decades has also included roles across Disney+ Hotstar, Colgate-Palmolive and McCann Worldgroup, spanning consumer technology, FMCG, entertainment and advertising.
Myntra has not announced Balasubramanian's successor. His departure comes as the fashion e-commerce platform continues to build its marketing strategy around creators, digital content, technology and younger consumer segments.
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