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SleepyCat appoints Tata SmartFoodz’s Sunaina Haldar as VP- Marketing

Haldar will spearhead the overall brand management, marketing activations and strategy for the brand

Sunaina Haldar

SleepyCat, the D2C sleep solutions brand, has announced the appointment of Sunaina Haldar as Vice-President - Marketing.

She brings with her 15 years of diverse leadership experience across consumer insights, marketing, communication and growth strategy and has worked on growing traditional as well as digital-first businesses across categories.

At SleepyCat, she will be responsible for scaling growth across the levers of brand and marketing, partnerships, community culture and engagement.

Haldar has a rich experience in brand marketing and communication on traditional and digital media platforms, leading new product innovation, campaign development and go to market strategy.

Prior to this appointment, she led Marketing, NPD and CRM for Tata SmartFoodz, establishing Tata Q as a leading Ready-to-Eat foods brand in India. Prior to that, she was DGM Marketing at The Hershey Company and has also been associated with Vodafone and General Mills, to name a few. 

Kabir Siddiq, Founder and CEO, SleepyCat, said, “We are excited to have a seasoned professional like Sunaina on board with us. SleepyCat has emerged as a fast-growing D2C brand and being a digital-first brand, it is critical to constantly innovate and stay ahead of the curve in this excessively dynamic digital ecosystem. Sunaina comes with extensive experience in managing millennial and premium brands and in her past roles and has a proven track record of building strong brands in large categories while maximising marketing investments with entrepreneurial agility. I am confident that together we will further strengthen our reach and help us in our vision of making SleepyCat India’s preferred sleep solutions brand.”

Haldar’s appointment aligns with the brand’s plan of solidifying the core leadership team. 

Haldar said, "SleepyCat is disrupting an existing category with purpose-driven products, designed to improve the comfort and self-care for Indian consumers and I am excited to be part of their vision of becoming a trustable, go-to-destination for all sleep solution needs. The brand has the well-being of its consumers at its core, which resonates with my own personal values. With a new and refreshed brand identity and truly innovative product offerings that are completely manufactured in-house, I look forward to joining this talented team and contributing to the growth mission.”

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