Amway has named Amrita Asrani its new Chief Marketing Officer. Asrani joins Amway from Reckitt, where she was the Global Brand Marketing Director of fabric care, fashion strategy, and innovation.

At Reckitt, her contributions led to significant growth in the D2C channels and building a strong global innovation pipeline. She designed the e-Fashion Shopper Ecosystem, which drove 3X business growth. She also led the launch of the Vanish brand as a digital-native offering in countries such as India, China, and Japan.

Asrani began her career with Abbott Healthcare and moved on to assume key roles and responsibilities with GSK Consumer Healthcare and ITC Limited. At ITC, she had been part of the core team that led to the company’s entry into the health and wellness foods category.

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At ITC, his leadership also involved disruptive health and wellness platforms, along with innovative business model creation that allowed ITC to take a leading position in the FMCG health and wellness space. Her emphasis on microtargeting and consumer segmentation strategies helped ITC fast-track product adoption and growth in highly specialized health categories.