Liberty Shoes has announced the appointment of Priyanka Vishnoi as Head of Marketing, marking a significant leadership move as the footwear brand looks to strengthen its marketing strategy and reinforce its presence in the competitive Indian retail market. Vishnoi will be responsible for driving the company’s overall marketing vision, overseeing brand strategy, communications, and consumer engagement across channels.
In her new role, Vishnoi will lead marketing initiatives aimed at supporting Liberty Shoes’ growth ambitions while aligning the brand with evolving consumer expectations. Her appointment comes at a time when established Indian footwear brands are navigating changing retail dynamics, increasing digital adoption, and heightened competition from both domestic and international players.
Vishnoi brings over a decade of experience in marketing and brand management across consumer facing sectors. Prior to joining Liberty Shoes, she has held leadership roles where she worked on integrated marketing strategies, brand repositioning, and go to market initiatives. Her professional background includes managing large scale campaigns and contributing to business growth through data driven marketing approaches.
At Liberty Shoes, Vishnoi is expected to focus on strengthening brand relevance across product categories while ensuring consistency in messaging across physical retail and digital platforms. The company has been expanding its footprint through a mix of exclusive brand outlets, multi brand retail presence, and online channels. Marketing leadership is seen as a key lever in supporting this multi channel strategy.
Liberty Shoes, founded in 1954, has built a long standing presence in the Indian footwear market, catering to men, women, and children across formal, casual, and lifestyle segments. Over the years, the brand has evolved from a manufacturing led organisation to one that places increasing emphasis on consumer insight, design, and brand storytelling.
The appointment reflects a broader trend among legacy Indian brands to bring in seasoned marketing professionals to navigate a more fragmented and competitive landscape. With consumers exposed to a wide range of global brands and digital first players, traditional retailers are re evaluating how they communicate value, quality, and relevance.
Industry observers note that marketing leaders today are expected to balance brand building with performance driven outcomes. Vishnoi’s role will likely involve leveraging data and analytics to refine targeting, optimise media investments, and measure impact across touchpoints. At the same time, maintaining the heritage and trust associated with a long established brand like Liberty Shoes remains a priority.
Liberty Shoes has been investing in refreshing its brand identity and retail experience in recent years. This includes updates to store formats, product innovation, and marketing campaigns aimed at appealing to younger consumers without alienating its core customer base. Vishnoi’s experience in managing brand transitions is expected to support these efforts.
The Indian footwear market has seen steady growth driven by rising disposable incomes, urbanisation, and increasing focus on fashion and lifestyle products. At the same time, competition has intensified with the entry of international brands and the rise of digitally native players. Marketing leadership plays a critical role in helping brands differentiate and build lasting consumer relationships in this environment.
Vishnoi’s appointment also underscores the growing importance of integrated marketing approaches. As media consumption becomes more fragmented, brands are required to deliver consistent experiences across advertising, social media, in store engagement, and e commerce platforms. Coordinating these efforts under a unified strategy is a key challenge for marketing heads.
In her role, Vishnoi will work closely with internal teams and external partners to align marketing objectives with business goals. This includes collaborating with product, sales, and retail teams to ensure marketing initiatives support overall growth and profitability. Building a strong brand narrative while responding to market feedback will be central to this mandate.
People movement announcements such as this highlight how companies are strengthening leadership capabilities to support long term growth. For Liberty Shoes, the appointment of a dedicated Head of Marketing signals intent to sharpen its brand focus and adapt to a rapidly evolving consumer landscape.
As Indian retail continues to transform, leadership roles in marketing are becoming increasingly strategic. Vishnoi’s appointment places her at the intersection of brand heritage and modern marketing practices. Her performance will be closely watched as Liberty Shoes seeks to balance legacy strengths with contemporary relevance.
The company has not disclosed specific marketing initiatives planned under the new leadership. However, the appointment suggests a renewed emphasis on building brand equity, deepening consumer engagement, and driving sustainable growth in a competitive market.
With Vishnoi taking charge of marketing, Liberty Shoes joins a growing list of established Indian brands investing in experienced leadership to navigate change and unlock new opportunities. The move reflects confidence in the role of marketing as a driver of both brand and business outcomes.
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