VEGA, a beauty, grooming and personal care brand, has appointed Himanshu Shekhar as Head of Digital, D2C and Growth, as the company looks to strengthen its digital commerce and direct-to-consumer capabilities.
In his new role, Shekhar will focus on building VEGA's digital and e-commerce presence while driving its D2C growth strategy. His mandate will also include using artificial intelligence across areas such as consumer understanding, content creation and performance marketing.
Announcing the appointment, Shekhar said he plans to contribute to VEGA's next phase of growth by strengthening its digital, e-commerce and direct-to-consumer presence. He also highlighted the use of AI as part of the company's approach to understanding consumers, developing content and scaling marketing performance.
Shekhar joins VEGA from Livguard, part of the SAR Group, where he served as Head of Digital Marketing. At Livguard, he was responsible for the digital and commerce agenda across the group's four-brand portfolio.
He brings more than a decade of experience across brands, agencies and digital platforms, with a background spanning online revenue growth, direct-to-consumer operations and marketing investments. His experience also includes the adoption of AI-assisted workflows across research, planning, analysis and creative processes.
The appointment comes as consumer brands continue to expand their D2C operations and place greater emphasis on digital channels for customer acquisition, engagement and commerce. For brands operating across beauty, personal care and grooming categories, digital platforms have also become important channels for product discovery, content-led marketing and consumer engagement.
Artificial intelligence is increasingly being incorporated into these functions, particularly in areas such as audience analysis, campaign planning, content development and performance optimisation. Shekhar's mandate at VEGA brings these areas together across digital marketing, e-commerce and D2C growth.
For VEGA, the appointment adds dedicated leadership across these functions as the company develops its digital business alongside its broader retail presence. The brand operates across categories including hair styling, personal care, beauty accessories and grooming products.
Shekhar's appointment also reflects a wider shift in marketing leadership roles, where digital, commerce, performance and technology functions are increasingly being managed as connected parts of the consumer journey rather than separate mandates.
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