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Riya Carnelio

@riyacarnelio

I build high-growth brand, creative, and GTM systems that drive revenue.

I’ve built and scaled brand, creative, performance, influencer, marketplace, production, AI content, and product marketing functions for consumer brands across India, the US, and the UAE. My work has directly contributed to ₹200Cr+ in revenue, 170+ GTM launches, and 950M+ cumulative views.

At MyMuse, I generated ₹3.15Cr from a single performance campaign at 6.39x ROAS, scaled production to 5,000+ assets, and led the US launch of 10+ products. I lead brand, performance, influencer, CRM, organic, and product marketing across a 15+ product portfolio.

Previously, I built SuperBottoms’ in-house performance creative capability and contributed to ₹45Cr+ in revenue, while at Frido I helped drive ₹150Cr+ in revenue and built marketing systems supporting 160+ product launches. I bring together commercial strategy, cultural insight, creative direction, production leadership, and operational rigor.

Experience

Work history, roles, and key accomplishments

Current

Creative Director | Brand & Growth Marketing

Current

MyMuse

Jan 2026 - Present (8 months)

Generated ₹3.15Cr from a single performance campaign at 6.39x ROAS, contributing to sustained YoY revenue growth. Scaled production to 5,000+ creative assets and 100M+ views across AI, UGC, influencer, organic, and performance marketing, while leading 200+ creator collaborations.

Performance Marketing Creative Strategy AI Content UGC Influencer Marketing Organic Marketing Product Marketing Team Leadership Budget Management Testing Frameworks Meta Ads

Senior PERF, Creative and Content Strategist

SuperBottoms

Jan 2025 - Dec 2026 (1 year 11 months)

Built SuperBottoms' in-house Performance Creative function, contributing to ₹45Cr+ in revenue by reducing agency dependence and scaling conversion-focused marketing. Drove ~20% revenue growth post-joining by rebuilding creative architecture from scratch across 10+ products, launches, and limited-edition collections.

Performance Creatives Content Strategy Influencer Marketing Organic Marketing AI Content Marketplace Marketing Team Leadership Production Management Experimentation Messaging Frameworks

Category Manager | Ads Director and Producer

Frido

Jan 2024 - Dec 2025 (1 year 11 months)

Built and scaled marketing across multiple categories, establishing Brand, Performance, Influencer, Marketplace, Social, Production, and Product Marketing functions supporting 160+ product launches and 80,000+ creative assets. Contributed to Frido's transition from EBITDA-negative to EBITDA-positive, driving ₹150Cr+ in revenue through GTM strategy, integrated marketing, and brand growth.