Marketing Leadership at Skechers

At BrandSnug, we love spotlighting marketing leaders who are redefining how global brands connect with Indian consumers. One such trailblazer is Soumen Das, who currently serves as Head of Marketing and Visual Merchandising at Skechers India. With over 14 years of experience across consumer brands, retail, lifestyle, and fashion, Soumen has played a key role in shaping Skechers into one of the most recognizable and aspirational sports lifestyle brands in the country.

From his early days in marketing at Future Group and Gitanjali Gems, to leading strategy at Blue Star, to nearly a decade of building Skechers India’s brand presence, Soumen’s career reflects adaptability, creativity, and leadership in a rapidly changing industry.

From Early Beginnings to Global Brand Leadership

Soumen’s career began with Century Communication Limited in ad sales, a role that exposed him to the business side of media and consumer engagement. He then joined Future Group, one of India’s largest retail giants, where he honed his skills in consumer marketing and retail activations.

A shift to Gitanjali Gems Ltd allowed him to explore the luxury and lifestyle segment, where he managed high-value brand campaigns. Soon after, he joined Blue Star Limited as Assistant Manager – Marketing, where he worked in a very different industry: consumer durables.

These experiences across retail, luxury, and technology-driven categories gave him a strong foundation in understanding diverse consumer mindsets—a skill that would prove invaluable when he moved into the sports and lifestyle space with Skechers.

The Skechers Journey: A Decade of Growth

Soumen joined Skechers India in 2015 and has since grown with the brand, taking on progressively senior roles. Starting as Marketing Manager, he rose to Senior Manager, then Deputy General Manager, later General Manager, and now leads as the Head of Marketing & Visual Merchandising.

During this period, Skechers India has seen exponential growth—expanding its retail footprint, elevating brand visibility, and becoming a strong challenger in the Indian sports and lifestyle footwear market. Soumen has been at the heart of this journey, driving:

• Integrated marketing campaigns that blend global Skechers identity with local cultural insights.

• Retail marketing and visual merchandising strategies that ensure a consistent brand experience across 350+ stores in India.

• Digital-first campaigns leveraging social media, influencers, and e-commerce integration.

• Brand-building initiatives that position Skechers not just as footwear, but as part of an aspirational lifestyle.

His leadership reflects the philosophy that a brand is built both inside and outside the store—through powerful storytelling and equally powerful consumer experiences.

Day-to-Day Leadership at Skechers

As Head of Marketing & VM, Soumen’s role is dynamic, balancing strategic thinking with hands-on execution. His day may involve overseeing nationwide campaigns, managing large-scale budgets, collaborating with creative and media agencies, or ensuring that Skechers stores offer a world-class retail experience.

What stands out most in his approach is the focus on consumer-first thinking. Every campaign and retail innovation is built on the idea of understanding the Indian consumer’s evolving needs and aspirations.

The Evolution of Marketing in India

Looking back, Soumen has seen marketing in India shift dramatically over the past 14 years. In his early career, campaigns were heavily ATL-driven—TV, print, outdoor. Today, the focus has shifted toward digital ecosystems, influencer partnerships, content-driven storytelling, and integrated brand experiences.

Retail marketing itself has transformed. Earlier, visual merchandising was considered a support function. Today, it’s a strategic driver of brand equity, ensuring that the consumer’s in-store journey aligns seamlessly with what they see online.

Soumen’s ability to adapt to these changes has been crucial to his success—and to Skechers’ continued growth in India.

AI and Technology in Retail Marketing

As the retail landscape evolves, Soumen sees AI and emerging technologies as key to the future of marketing. AI enables hyper-personalization, predicting consumer behavior and tailoring offers, while also streamlining operations such as inventory management and customer engagement.

In visual merchandising, technologies like AR/VR are beginning to shape how consumers experience products before purchase. Soumen emphasizes that while technology will play a central role, the human aspect of brand storytelling and trust-building will remain irreplaceable.

The Future of Retail Marketing in India

Soumen believes several trends will define the next decade of brand-building in India:

• Phygital Experiences: Seamlessly blending online and offline experiences for consumers.

• Influencer-Led Marketing: Social creators will play a bigger role in shaping brand perception.

• Purpose and Sustainability: Brands will need to demonstrate responsibility to win consumer trust.

• Community-Driven Marketing: Building brand communities that go beyond products into lifestyle engagement.

• Experiential Retail: Stores will increasingly function as experience hubs, not just sales points.

For Soumen, the brands that thrive will be those that remain authentic, adapt to consumer expectations, and innovate constantly.

Lessons for Young Marketers

Soumen’s career offers powerful lessons for the next generation of marketing professionals:

• Start broad, then specialize. Exposure to different industries early in his career gave him a wider lens on consumer behavior.

• Stay adaptable. Marketing tools and platforms will keep evolving—success depends on your ability to evolve with them.

• Think long-term. Campaigns come and go, but building a brand is about consistency and vision.

• Balance creativity with business. Marketing is as much about driving results as it is about storytelling.

• Focus on consumers. At the end of the day, great marketing is about serving people, not just products.

Closing Thoughts

From his early days in retail and luxury marketing to leading one of the biggest sports lifestyle brands in India, Soumen Das has built a career defined by resilience, adaptability, and consumer-first thinking. His decade-long journey at Skechers showcases how a leader can grow with a brand while also shaping its identity in a competitive market.

As AI, digital ecosystems, and consumer expectations continue to evolve, Soumen’s leadership reflects a timeless truth: while tools and channels may change, the essence of marketing—understanding people and creating meaningful connections—remains constant.

At BrandSnug, we celebrate professionals like Soumen who are not just shaping brands but also paving the way for the next generation of marketers to thrive.