Field Marketing Manager
for Green Monk Co.
July 2022 - July 2023
Contract, Remote in India
01 / Powering a Challenger Brand
After an exhilarating tenure at Red Bull, where I mastered the art of high-energy brand marketing, I found myself at a pivotal moment—one that led me to Green Monk Energy, a young, bold and ambitious FMCG startup set on carving its niche in the energy drink industry. What started as a conversation with the CEO and CMO—where I shared my Red Bull journey—quickly turned into an opportunity to spearhead their national field marketing strategy as the National Head of Campus Division. It was a challenge I couldn’t resist: to build a brand from the ground up, take on an industry giant, and redefine how energy drinks engaged with young consumers.
Green Monk wasn’t just about selling energy drinks or expanding market share—it was about building a community-driven brand, much like Red Bull but with its own distinct identity. I was tasked with leading a national expansion strategy, and my approach was clear: activate the student market, establish deep-rooted partnerships with universities, and create a sales-driven field marketing force.
02 / Impacts and Milestones
I built and managed a pan-India campus network, mobilizing over 150+ student marketers across 12 states. Each university became a brand touchpoint, transforming students into ambassadors who didn’t just promote the product but lived and breathed the brand. Marketing an energy drink isn’t just about product placement—it’s about creating an experience. I engineered and executed nationwide student engagement programs, tapping into social media, digital activations, and campus events to build Green Monk’s identity as a youthful, high-energy brand.
Understanding the competitive landscape, I developed a hyper-targeted brand positioning strategy—leveraging grassroots marketing, event activations, and influencer collaborations to drive visibility. The results spoke for themselves: we exceeded national sales targets, generating over $150K in revenue, proving that a challenger brand could thrive even in a market dominated by industry giants.
03/ "The Best Collaboration Story"
What made this journey even more meaningful was the collegiate program we built—one that didn’t just grow the brand but also empowered students. The program attracted young marketers eager to gain real-world experience, develop professional skills, and prove themselves in a high-stakes environment. Since we were a small company with a limited budget, we operated on an incentive-based model, where performance dictated rewards. But beyond monetary compensation, what truly motivated the team was the peer-driven culture, the leadership experience, and the credibility that came with endorsements from both the brand and their fellow marketers.
I built a team of like-minded individuals who were driven, hungry for success, and willing to work hard to prove themselves through results. It wasn’t just a job—it was a stepping stone into the world of marketing, sales, and business strategy. The program cultivated a network of ambitious professionals, many of whom went on to secure top-tier roles in marketing, business development, and brand strategy.
04/ How did I fare?
Green Monk Co. quickly established itself as one of the fastest-growing energy drink brands in the market, gaining a reputation for having the tastiest drink, as validated by 13 consumer collective reports across five cities. Our unique flavor profile and strategic grassroots marketing efforts resonated deeply with students and young professionals, who embraced the brand as a fresh, exciting alternative in an industry dominated by long-standing players.
Our growth extended beyond direct consumer engagement, securing major partnerships and industry recognition. We became the official energy partners of 'Bengaluru Bulls', the professional Pro Kabaddi League team representing Karnataka, reinforcing our high-energy brand identity. Additionally, we collaborated with media houses, content creators, and the entertainment industry, leveraging strategic sponsorships and influencer marketing to expand our reach.
Beyond building a brand, this journey was also about building careers. I had the opportunity to mentor and endorse multiple student marketers, supporting them as they transitioned into professional marketing, business development, and brand strategy roles. Watching their growth and success made this journey personally fulfilling and reinforced my belief in empowering the next generation of marketers through hands-on experience.
Despite our strong market momentum, Audun Nutrition, the parent company of Green Monk Co., decided to freeze production due to cooler shortages and raw material regulations. While this marked an unexpected pause, the impact we created—from brand awareness and consumer loyalty to professional development and industry partnerships—remains a significant milestone. This journey was a testament to how strategic branding, strong leadership, and community-driven marketing can propel a challenger brand into a competitive industry. For me, it was not just a campaign—it was a transformative experience in brand building, leadership, and high-energy marketing execution.
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