Ullas Vijay

Evaluator
DISC Type : cds

Chief Marketing Officer at Duroflex

Bengaluru, Karnataka, India

Overview

Ullas Vijay is the Chief Marketing Officer at Duroflex, leveraging over 17 years of experience with major brands like Bata, Perfetti Van Melle, and ITC. He holds an MBA from Symbiosis International University and is currently leading Duroflexs transformation from a comfort brand to a science-backed leader in restorative sleep and stress relief.

Outside of work, Ullas is a proponent of experiential learning through travel, having had an ambition in his 20s to visit every state in India. He enjoys reading about product psychology and spends personal time watching heartwarming movies with his son. His leadership mantra is to "stay curious, stay grounded. "

He believes that great marketing isnt about selling to consumers, but about building solutions for them with empathy.

Personality Overview

Hard To Convince

Fast But Analytical

Quality Focused

They have a unique set of diverse traits where they are decisive and methodical but can sometimes be extra cautious and skeptical  They are not very likely to become strong advocates of your product or service They focus on the results, but can still be quite procedural and analytical about how to get there

Topics They Care About

Restorative Sleep
He is leading Duroflex's strategic shift from focusing on comfort to marketing sleep as a tool for recovery and stress relief, backed by consumer research and sleep science.
Consumer-Centricity
He consistently emphasizes that strategy must be built on deep, ongoing consumer understanding, believing the smartest people are in the trenches, not the boardroom.
Empathetic Leadership
Believes leadership is less about control and more about inspiring teams with trust and clarity, encouraging bold ideas, and enabling a culture where learning never stops.

Media Appearances

Ullas Vijay, CMO, Duroflex speaks to IMPACT on the brand's AirBoost campaign. Featured in Impact on Net

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Duroflex resets its narrative to “designed to de‑stress” as CMO Ullas Vijay reveals new brand direction. Featured in Afaqs (Facebook)

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Work History

5-2024
Chief Marketing Officer at Duroflex
7-2023 - 5-2024
Head Marketing at Bata India Limited
10-2019 - 7-2023
Assistant Vice President Marketing at Bata India Limited
3-2019 - 10-2019
Associate Category Director - Marketing at Perfetti Van Melle
4-2016 - 3-2019
Group Product Manager at Perfetti Van Melle

Education

2006 - 2008
MBA from SYMBIOSIS INTERNATIONAL UNIVERSITY
2000 - 2004
BE from Sardar Patel University

More Information

Social Presence :

Prographics :

Exp : 17 Location : Bengaluru, Karnataka, India Job Level : Leadership Designation : Chief Marketing Officer at Duroflex
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Insights For Selling To Ullas

During A Call Or A Meeting

DO's

  • Keep a professional, business-like approach; especially if you tend to get informal quickly
  • Be prepared for comments or questions that are critical of your product or your claims
  • Help them see both - the ‘big picture’ impact and the ROI of the investment

DONT's

  • Don’t focus on relationship, focus purely on the merit of your product
  • Don’t nudge them to do something by using the logic that others have done the same
  • Avoid self-deprecating references or general informality, it could decrease their trust in you

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Ullas is

  • ROI matters the most to them, followed by process and finally proof of results
  • Will you ever get a clear answer from Ullas

  • They might hesitate a little, but will go ahead and say no when necessary (or asked)

Insights For Deal Planning

    How fast (or slow) will Ullas move?

  • They are unlikely to move very fast, especially when it comes to new products or services
  • Can Ullas take some risk or not?

  • They have relatively low risk-appetite and are not very likely to go for something unproven and risky

You And Ullas

Personality Compatibility


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