Upendra Mishra Joins Veeba as Head of Trade Marketing

Veeba has appointed Upendra Mishra as Head of Trade Marketing. Mishra announced his new role in a LinkedIn post, writing, “I’m happy to share that I’m starting a new position as Head of Trade Marketing at Veeba!”

Mishra brings more than a decade of experience across sales and marketing, with expertise in trade marketing, below-the-line (BTL) marketing, consumer marketing, channel management and category management. His professional experience spans the pharmaceutical, over-the-counter (OTC) and fast-moving consumer goods (FMCG) sectors.

Before joining Veeba, Mishra served as Trade Marketing Manager at Patanjali Foods’ Ruchi Soya business. In this role, he handled trade marketing strategy, consumer promotions, sales incentives and on-ground marketing activities.

He previously worked as Customer Marketing Head at Mrs. Bectors Food Specialities, where he managed marketing initiatives across the Cremica and English Oven brands. His responsibilities included marketing programmes, trade schemes, regional marketing strategies and budget management.

Earlier, Mishra was associated with Himalaya Wellness Company as Customer Marketing Manager, overseeing trade marketing and BTL activities across North India.

He began his career in pharmaceutical sales at Torrent Pharmaceuticals as a medical representative before progressing to the role of Area Business Manager, where he handled sales and distribution operations.

Mishra’s appointment brings experience across multiple consumer-facing sectors to Veeba’s trade marketing function, with a background in channel engagement, regional marketing execution and sales-driven brand initiatives.