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Pick Your Battles: Social Media Platform for Small Businesses

Small businesses are lean shops because they have to be; they are generally buffeted by economies of scale and scope that advantage their larger brethren. Most small business owners are chief cooks and bottle washers – from being listed on

Best TV Ads of the Moment

Television is such an old school marketing platform, some marketers may consider it prehistoric. TV ads aren’t for everyone — they’re expensive to make and then broadcast; they’re harder to track; they’re mostly used for established heritage brands. Further, primetime

Pick Your Battles: Social Media Platform for Small Businesses

BRANDED: Prepare for a Successful Brand Management Career

Prior to her MBA, she worked in operations for Toyota, and the TVS Group in Asia. She earned her BA from Stanford University, and her MBA from Wharton School at the University of Pennsylvania.

About The Author

Shrikirti (Shri) Mahesh has worked for General Mills, Keurig Green Mountain, and Wolverine Worldwide.

Prior to her MBA, she worked in operations for Toyota, and the TVS Group in Asia. She earned her BA from Stanford University, and her MBA from Wharton School at the University of Pennsylvania.

In her spare time, she loves dissecting ads, reading historical non-fiction, and long walks on the beach. She lives in the Boston area.

Shrikirti Mahesh

BRANDED: Prepare for a Successful Brand Management Career

What Readers Are Saying

Bob Tansill, Vice President, O'Connell Group Executive Search

I have spent over a decade recruiting stellar CPG talent, and this book offers great training on how to become an outstanding CPG marketer. Shrikirti does a nice job capturing the essence of a day in the life of a CPG brand marketer and the myriad of responsibilities this person is tasked with.

Gillian Meek, President, Keds

Branded is a great read for recent MBA grads, career changers or anyone who seeks insight CPG. Shrikirti offers an honest and practical guide, and the book's format allows the reader to dive deep or focus on one fundamental. This is a resource I wish I had in the early days of my professional journey.

Ken Crites, Marketing Executive, Nestle, Green Mountain Keurig, Quaker Oats

Shrikirti delivers a brutally honest and delightfully detailed description of life as an Assistant Brand Manager. This should be required reading for MBA students. There are lessons in this book that should be added to business school curriculums.

Justin Ballheim, Strategy Director, McCann

This book should be required reading for anyone thinking of getting into CPG marketing; I honestly wish it had existed when I got started. And, it's refreshingly honest, bracingly smart, and a lot of fun. Highly recommended!

Neha Goel, Brand Manager, Lindt

This is the most direct and honest account of brand marketing that exists out there. I wish this book had been in print when I was entering the world of marketing.

Paula Rea, Brand Strategy Director, Solidarity

An insightful, authentic field guide to brand management, Branded is one to keep close at hand. In particular, its practical information on using sales information to inform product plans, and advice on creating effective cross-functional teams is as useful at a growing organization as it is to someone who is at a large CPG firm.

Matt Feiner, President & CEO, SG Companies

I found the book an extremely practical, pragmatic,and useful tool with real-world examples as to the best way for any marketer to navigate a CPG organization. Most importantly, it is a fun read.

Kris Crown, CEO, Crownalytics

Shrikirti provides a down-to-earth, real-world view of the skills and requirements needed to be successful as an ABM in the CPG industry. From analytics and presentation building, to cross functional leadership, she clearly lays out what to expect within the industry and how to win. I certainly wish I had this book when I entered the industry.